Feasibility Analysis for Brand Extension of IPL Franchises to Fans Belonging to Three Pshycographic Profiles Using Socializing As A Positioning Strategy

Author: Sameer. A Virani MET Institute of Management Studies (METIOM), Mumbai, Maharashtra, India E-mail Id: sameerv_iom@met.edu

Abstract:
The current study tries to understand the feasibility of IPL franchises, diversifying into product categories such as Health Restaurants, and Health Spas, using socializing as the positioning strategy w.r.t. psychographic profiles, the research finds that “Socializing is a good positioning strategy for “Restaurants”, but the same may not work for “health spas”.

Keywords:Brand extension, Psychographic profiles, Restaurants, Health Spas.

DOI:

International Journal of Trade & Commerce (Vol: 4 Issue:2)