Brand Extension

Brand Extension
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Executive Summary
Following report is prepared to understand the existing brand and brand value of the
Cadbury. And, on the basis of this information, a research is undertaken to conceive the idea of
launching a new product by Cadbury.
Cadbury produces a wide array of cocoa confectionery desserts and products in UK.
Kapferer Brand Identity Prism Analysis was undertaken for Cadbury to understand about its
strong core values which revealed its friendly personality which has admirers from all types of
people irrespective of their age group. This has helped Cadbury set their target market as
universal while taking segmentation, targetting and positioning approach to position itself as a
brand that caters to all age group. PESTLE Analysis of Cadbury was undertaken to throw light
over the influences of the external environment over the company.
Cadbury ideates to launch a new product and to decide which growth strategy they shall
undertake, Ansoff Growth Matrix analysis was taken. Out of all, diversification was chosen and
a new product was designed for an altogether new market. It was decided that Cadbury should
launch baked potato chips with the name of “Cadbury Fringes” in the savoury products market.
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Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Methodology....................................................................................................................................4
Main Body.......................................................................................................................................4
Existing brand and brand values.............................................................................................4
Target Market.........................................................................................................................5
Analysis of the new market....................................................................................................6
Explanation of a new product.................................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
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