Marketing Term Paper Example | Topics and Well Written Essays - 500 words - 1

Marketing - Term Paper ExampleBranding strategies enables companies to charge a premium price (Kotler, 2003). Michael Kors built his retail empire by joining forces with some smart investors that had lot of experience and success in the retail industry. In 2003 Lawrence mall and Silas Chou bought a controlling interest of 85% in Kors brand for $100 million. These two entrepreneurs invested in Tommy Hilfiger in 1989 and three years later they produce his company into a publicly traded corporation. The process to turn a company from a private business into a public firm that can shop its stock in the open trade is known as an initial public offering (IPO) (Investopedia, 2011). Kors has implemented a lot of smart marketing strategies that necessitate allowed his brand to differentiate from other designers. The firm recently introduced a new collection of clothes that has the same prestige of the Kors line, but at a turn away price point. Another strategy that Kors utilized to inc rease the profitability of the company was result diversity. The utilization of a product diversification strategy enables companies to expand their market (Theproduct, 2011). Kors began selling perfumes, handbags, and watches. These products have a higher profit margin than clothes. These new products are considered cash cow products. A cash cow is a product that produces a constant dependable source of income (Answers, 2011).