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 retail packs. A successful brand extension is contingent on three factors – the strength of the parent brand, the viability of the new industry, and the fit perception of the new product with the parent’s brand promise. This framework is customized to the context of JUMBO Seafood to determine if their brand extension into the retail industry is feasible. Focus group discussions were conducted with selected employees and questionnaires were carried out with both diners and employees to determine the familiarity and impression of the JUMBO brand, as well as the demand patterns for retail packs. The results concluded that the JUMBO brand as a restaurant brand is indeed well established and that the most sought-after attributes of a retail pack are taste and ease of cooking. This paper then proceeds to discuss how JUMBO aligns its brand promise for the retail pack with their brand promise for the restaurant. A competitive analysis was conducted on the JUMBO retail pack and various other close competitors, which eventually yielded that the JUMBO retail pack triumphs over the other brands according to both taste and ease of cooking.