Brand Extension
Strategists
Case Study
Winchester® Targets Diversification

Winchester®, the 100+ year-old maker of firearms and ammunition, was a company whose future was perceived to be at risk. Government regulation and public sentiment had cut into core product sales and the trend was negative.

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Superior Strategy

LMCA diversified the brand into new and healthy industries that would ensure uninterrupted earnings growth, as well as industries that would feed and nourish the brand into the future.

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Smart Ideas

LMCA built five “divisions” of products, each operating under the Winchester® banner: a shooting products division, a security products division, sports products, apparel, and automotive products.

Shooting products (all licensed) consist of shotguns, scopes, binoculars, and a full line of hunting apparel. Under the security division, LMCA has brought the brand into home safes, gun safes and police products. In sporting goods, the brand was extended into a variety of products such as fishing gear, archery, billiards, equestrian products and other recreational areas. Other extensions included Winchester® model SUVs and high-protein dog nutrition.

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Unparalleled Results

Winchester® has more than 26 licensees in place. One-third of all sales under the Winchester® brand are through licensing programs. Ranking as the #1 best-selling home safe brand in North America, the Winchester® name now evokes safety.

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