Brand Extension: Innocent Cookies

This presentation discusses the brand extension of Innocent drinks with the launch of Innocent Cookies. It covers the growth strategy, target market, PESTLE analysis, and core competencies. The presentation highlights the importance of analyzing internal and external factors before going for brand extension.

BRAND EXTENSION

Table of
contents
 INTRODUCTION
 BACKGROUND OF BRAND
 OBJECTIVES OF BRAND
 NEW PRODUCT
 GROWTH STRATEGY
 TARGET MARKET
 PESTLE ANALYSIS
 CORE COMPETENCIES
 CONCLUSION

INTRODUCTI
ON
Brand extension refers to using a new product in an
already present parent brand so that the market segment
can be targeted and the product newly added can serve
the customers better. It is a growth strategy used by a
number of companies to increase their line and in various
segments they also add flavours, size or different varieties
in their already existing products. Following presentation
includes a new brand extension innocent cookies of an
already existing brand named Innocent which serves fruit
juices and smoothies to people.

BACKGROU
ND OF
BRAND
For the following presentation a brand extension of innocent
drinks is conducted. It is the company which makes juices and
smoothies which are sold in supermarkets, coffee shops and a
number of other outlets. This company sells more than 2
million products each week. 90% shares of company are
owned by Coca-Cola company. They sell their products as a
healthy option. As per the changing needs and demands of
customer every customer is health conscious and wants to
consume healthy food. Innocent drinks provide them with all
the juices and smoothies which are healthy for customers.

OBJECTIVE
OF BRAND
Innocent juice have a mission and vision to make sure that all its
products are tasty and healthy. They make all their products from
best fruit and also their drinks are delicious. They also aim at
doing the business in a right way. For this they always look
forward to make sure that the impact of their business on society
and environment is never negative. The company is dedicated
towards corporate social responsibility from the very beginning.
Since 2004 the company have started an innocent foundation and
10% of all the profits of company go to charity.

NEW
PRODUCT
Innocent juice is going to launch a new product which is
cookies in various flavours. These are healthy oats cookies
which will complement the juices and smoothies sold by
company. These cookies will have a number of flavours
and fruits incorporated in them. Just like all the other
products of innocent these will also have the essence of
fruits in them.

GRWOTH
STRATEGY
In order to grow their market companies using product
development strategy mentioned in Ansoff’s matrix. This is a
strategy in which company introduces a new product in the
already existing market. Innocent orders ready have a number of
cafes, outlets and supermarkets selling its juices and smoothie.
The customer base of company is already good. It will be easy for
company to sell it’s cookies along with its juices and smoothies.
In this way company will use the strategy of product
development to expand its business and earn more profits.

TARGET
MARKET
The targeted customer for these cookies will be
everyone from the age of 6 to 45. All the
customers who are already buying the juices and
smoothies of innocent will fall under the
targeted criteria for this product as well . The
target market for Innocent cookies will be the
same supermarkets, cafes and other outlets in
which other products of innocent are sold.

PESTLE
ANALYSIS
This includes all those factors which indirectly or directly have an
effect on functioning of a business. These are external factors
which affect operations in the business and are required to be
analysed in order to carry out business effectively.
Political- Innocent needs to take care about all the political
factors which includes government of United Kingdom, various
taxes availed by them, various laws and procedures which are
brought into action by them.
Social- in order to make sure that all the social factors are
looked after carefully innocent text the idea of generating its
product after analysing the society and market. It have made its
cookies from oats in order to make sure that the current trend of
physical fitness of people in United Kingdom is fulfilled by the
product.
Economic- innocent will make sure that it takes care of
economic rate how much demand and supply in market, foreign
exchange rate, and all other economic factors which might affect
the business directly or indirectly .

CONT….
Technological- The technological changes and innovations affect
our business greatly. In order to meet all these requirements
innocent is making its product technologically advanced through
producing it with machines which make sure that there are no
preservatives mixed while creating this cookies.
Legal- all the legal requirements which are for food production
company needs to fulfil in United Kingdom are fulfilled effectively
by innocent to make sure they do not have any legal proceedings
against them.
Environmental- The company pays major attention to
environmental sustainability. They take responsibility of their
impact on society and planet and always take steps to make
things better. In this way they fulfil the environmental
requirement by the company.

CORE
COMPETENC
IES
There are a number of competitors already present in market for
innocent cookies which include McVities, Hob Nobs , rich tea
biscuits, Penguin biscuits, cream filled bars and so on. It is
necessary for innocent cookies to highlight its core competencies
which include healthy, real and flavours which are not introduced
by any other brand. The brand name of innocent will also be a
core competency for innocent cookies along with all of those
mentioned above.

CONCLUSIO
N
The above presentation clearly explains how innocent brand will launch its
new product which is innocent cookies and what are the various
marketing strategies which company needs to follow for brand extension.
There are a number of factors which includes internal as well as external
factors which are required to be analysed well before going for brand
extension. Importance of all those factors can be efficiently concluded
from the presentation.