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How to Avoid the Line Extension Trap
By Michael Daehn


Takeaway Menu Printing
We have a kitchen drawer that is full of takeaway menus from the local curry houses, Chinese takeouts, pizza parlours and kebab shops in our area. Although we don`t eat takeaways that often every now and again we will have one as a treat. Due to this I tend to come over all sort of giddy when I get the takeaway menu in my hand. I must admit that some of the menus look much more appealing than others. It makes me wonder how much business is lost by certain takeaways if they don`t have professional Takeaway Menu Printing carried out. Some menus are flimsy and the artwork upon them doesn`t do the food any favours. Other types of menus look magnificent and you can`t wait for the food to arrive once the order has been placed. Professional printing companies that deal primarily with Takeaway Menu Printing can ensure that the look of the ffinished product is perfect. They understand how important the look of the menu is to small takeaway businesses and that`s why every menu that they produce looks amazing. I`ve been swayed in the past to certain takeaway shops just because their Takeaway Menu Printing was better than other rival businesses in the area.

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If you follow the prevailing logic of most modern companies, you will inevitably fall into this trap. Line extension is using an existing brand name or image and extending it to new products. Sounds like a good idea, right? Why not use the equity of your known brand to draw attention to a new producct? The reason is that you tend to confuse customers as to what your brand means, and in the long run this strategy decreases overall market share.

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For example, in 1978 7UP was the lemon lime Uncola with a 5.7% share of the soda beverage market. Trying to capitalize on this significant market share, they created 7UP Gold, Cherry 7UP, and assorted diet versions. Logic would dictate that with a greater product offering they would have gained a greater share of the market. On the contrary, their sales plummeted to 4.2%. Line extensions confuse customers.

Why do so many companies use line extensions if they tend to fail? I?m not really sure why they continue to ignore the data, but h

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Coordinate Measuring Machine - Coordinate Measuring Machine
...measuring machine is an appliance that is used for dimensional measurement, angularity or orientational measurement, depth mapping, shaft measurement, and digitizing or imaging. A Coordinate measuring machine is basically mechanical equipment designed to control a measuring probe. This enables a user to determine the coordinates of points on the surface of a workplace....
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Spiral Bound Book Printing - Spiral Bound Book Printing
...A nice and sturdy, attractive document binding style is called spiral bound book printing . In the professional and business world, you can use spiral bound book printing for everything from creating and producing marketing and presentation materials, proposals and reports, to in-house documents - employee manuals, benefits packages, and even directories. You can suddenly have the flexibility to create all these documents and many more easily and quickly. There is literally no end to creative, unique and how many uses you can get with spiral bound book printing . They are an easy and highly efficient way of communicating with your employees, business partners/colleagues and of course customers/ potential customers. It is however quite important for you to make use of personal metaphors in your designing such as wild lives, animals, plants, birds, flowers, floors, and landscape images. Th...
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Recruitment Consultancy Surrey - Recruitment Consultancy Surrey
... that ideal role just keeps on eluding you. You might think that with years of experience under your belt youâ??d be snapped up straight away. Sadly, this isnâ??t always the case and sometimes outside agencies might have to be used that can help you to secure your next placement. Contact recruitment agencies and they will pull out all of the stops to get you in the position that you most desire. This could be in human resources or a sales and marketing position that has plenty of potential for growth. One Surrey based consultancy is dedicated to their customers and will assist them at every step of the way. The recruitment consultancy surrey employs experienced consultants that know the industry like the back of their hand. Submit your details to the recruitment consultancy surrey and theyâ??ll give you an in-depth interview. During this intervi...
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Printing London - Printing London
...live in London and work for a reprographics company there. I have worked there a long time and really enjoy it. I work in the printing London department and have a fantastic relationship with all my colleagues. printing London is a very popular thing. Imagine all the flyers, tickets etc that need to be printed in the hub of the country. So, luckily we are very busy. It seems that there is no recession in our company. People from all walks of life require printing London and it is this which makes my job so enjoyable. I meet a variety of people every single day so no two days are the same. This, coupled with the way I get on with my fellow workmates makes my working life as happy as I could hope for. We go on regular nights out together and, as you can imagine, with the plethora of activities that London has to offer, we have a great time. The other night we went to the theat...
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Logo Design - Logo Design
...e required. Plenty of thought needs to go into the logo design to make sure that you portray the right image. When you think about suitable types of logo design you`ll need to consider what image you want to portray to your customers....
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Business Card Cutter - Business Card Cutter
... own wedding invitations and every time she has a party of any kind, she designs and prints all her own invitations. Now recently, she has started her own business and, with times being hard financially for her as they are for everyone these days, she decided to make the most of her talents and design and print her own business cards. She came up with a fabulous cutting edge design and this, coupled with her typeface and lettering will, I believe, give her a cutting edge in the market place. However, she did encounter one problem with her design. Obviously, a business card is small and she could fit quite a lot of them onto a sheet of A4 card. What she needed to find was a business card cutter in order to cut her cards to size. Luckily, an acquaintance of hers, knew somebody who owned a ...
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Companies For Sale - Companies For Sale
.... Brokers that specialise in dealing with businesses should be your first port of call if you are considering investing heavily in a venture in the future. Speak to the brokers and give them a list of your requirements and they can cross-check the information with the details that are found on their databases. The reason why they list so many companies for saleis because they are constantly networking with a host of business professionals. At any given time they`ll have venerable ventures that are for sale and they can ensure that you will only pay what the business is worth. The business brokers can help out in all aspects of the buying process and they`ll provide you with comprehensive support throughout the entire proceedings. Some of the acquisition services that they provide include business plans and fu...
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Case Sealer - Case Sealer
...at your packing cases wouldn`t reach customers in one piece. They contain expensive goods and you were worried that they might come undone whilst they were in transit. As a manufacturer that produces a vast amount of products you couldn`t expect your team members to seal each and every carton by hand. It`d take staff ages and a backlog of boxes would be littered throughout your warehouse, as staff struggled to keep up with your output levels. This why you bought a case sealer a year or so ago and this mighty machine can cope with boxes of varying sizes. It has fully-automatic adjustable capabilities to deal with a variety of box heights and widths. The case sealer works on the top and the bottom of the box sealing perfectly with adhesive tape. This process is carried out in a smooth and accurate manner to ensure uniformity with every action. Bui...
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Racing Yacht Charter - Racing Yacht Charter
... an event? If you are organizing a corporate function or want to treat some thing for a special birthday, and are looking at doing some thing that will help make a statement then why not consider racing yacht charter? There is one sailing company who specializes in racing yacht charter so they can give you exactly what you need. They have a massive array of boats in different sizes to help you get exactly the vessel to suit your needs and capabilities. If you are not used to boats or sailing then In order to make things easier for you, your racing yacht charter provider will help you to target exactly the right type of sailing event or day afloat, to suit your objectives. So why not give your self and your friends a day to remember. ...
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Brochure Design London - Brochure Design London
...volved with brochure design London and I absolutely love every minute of my work. I open up the office every day and, as the receptionist, I am the first point of contact with everyone who walks through the door. brochure design London is a very competitive business so we need to make sure that the image of our business is set at the right standard the minute people walk in. To this end I am given a clothing allowance to make sure that I make absolutely the right impression and I always make sure that I am immaculately turned out. I love working in brochure design London and no two days are ever the same. One of the things I love the most about my job is how easy everyone is to get along with and we have such a good laugh in the office that it often does not feel like work at all. We also sometimes meet some very important people and it is always in...
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