Brand Extension

Brand Extension

In my opinion Presidents Choice (PC) is the definition of a successful brand extension. They have quickly developed a "one stop shop" for all essentials to live. The following is a breakdown of their main products.

In the grocery store there are:
PRESIDENTS CHOICE
1. Organics - organic line
2. Blue Menu - health conscience products
3. Mini Chefs - food for 5-10 year olds
4. All Canadian - meats farmed in Canada
5. Teddy's Choice - products for infants

Other Expansions

1. Mobile

2. Mastercard

3. Financial

4. Insurance (pet, vehicle, home) 

For the purpose of this post I'm going to talk about the 'PC Organics' line.
PC quickly saw the trend of consumers wanting a healthier alternative to the foods they are eating. Also, they wanted organic products but it was a) to hard to find and b) to expensive once found. They took this opportunity and created PC Organics. To date, there are over 275 products that are under this brand extension. The products range from baby food, produce, juice, breads and cereal.

Brand extension can only happen once a brand has developed equity. PC has quickly gained reputable equity within the marketplace because they are constantly gaining knowledge from their customers - us, and implementing the change the customers want to see.

You can look at brand extension on a small scale such as Hellman's Mayo creates Hellman's Hollandaise sauce. Or, looking at brand extension within a brand itself, such as PC. Brand extension is way to measure how successful a brand is. It also dictates where a brand wants to be in the marketplace. Like PC, they dominate the market with complete brand extensions to target the young 'Teddy's Choice' market aged 0-4 to the 'Organics' market aged 26-45.

What other market will they reach?

Samantha