Using an established restaurant brand to launch a new product : a case study on JUMBO retail pack

• Main Authors: Boon, Ting Pei, Heng, Yan Ting, Tan, Yanlin
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/51537
• Institution: Nanyang Technological University

This paper discusses the viability of a brand extension of a well-established brand into a new industry. A case study is conducted on the brand extension of the JUMBO Seafood restaurant brand into the retail industry with the launch of their award-winning chili crab and black pepper crab sauce retai...