Brand Extensions

Brand extensions

Table of Contents
INTRODUCTION .............................................................................................................................3
Current values of the brand being extended .................................................................................3
Potential target market of the brand extension .............................................................................4
CONCLUSION ................................................................................................................................5
REFERENCES...................................................................................................................................7

INTRODUCTION
Marketing is a dynamic process that encompass all activities that an organisation undertake
in order to promote and sell its products and services in the market. Its main goals is to enhance
sales by building a loyal customer base. In marketing, brand extension is that practise which is
used by the companies to increase its market share for the given products and services. The brand
chosen in this report is Cadbury that offer various products such as biscuits, Bournvita Dairy milk
shotes, Bikul, Oreo, chocolates and other etc. The main aim of this report is to identifies the
current values of brand product and potential target market of this product (Faisal, 2020).
Current values of the brand being extended
Cadbury is the second biggest confectionery brand after the Mars. Cadbury in the world.
This company is known for the milk chocolates, rose selection box, crème egg and other
confectionery products. It is a famous brand and renowned for high quality products with a
reasonable price. It regularly updates their product's packing with new wrappers in different size
or colours (Knoche and et. al., 2020).
Importance of Cadbury's brand
 It is considered a having best production and large distribution platform with its presence
in more than 160 countries.
 It's products are endowed with a grate brand loyalty as it has various strong brands
including Bournvita, milk chocolates, Oreo and many others.
 Cadbury has a beneficial partnership with its dealers as they not only supplies them but
also helps them to promote their products as well as training of the company.
 It has a wide product portfolio where it sells their products in a several verity of categories.
It also has a wide range of the exclusive product deals that rivals do not have.
Now it is going to extend its brand as it is about to introduce the Cadbury organic chocolates. It
will contain high nutrition and make up only on third of total fat calories. It will be loaded with the
organic compounds which are biologically active or function as an antioxidants by including
flavanols, polyphenols, catechins and many others. The components of this organic chocolates
appear to a very highly protective against an oxidation of LDL. The main purpose to introduce this