Role of brand extension and its impact on brand personality: In the context of Cadbury - Chapter 4: Data Analysis

This chapter focuses on the data analysis of the questionnaire conducted to understand the impact of brand extension on the brand personality of Cadbury. The frequency distribution table and graphs are used to interpret the responses of the participants. The chapter also discusses the major challenges faced by Cadbury during the implementation of brand extension and the brand extension strategies used by them.

CHAPTER 4: DATA ANALYSIS
Questionnaire
Q1) Do you know the meaning of brand extension and brand personality?
a) Yes
b) No
c) Maybe
Q2) Do you think that, brand extension plays a significant role in improving the brand
personality?
a) Yes
b) No
c) Maybe
Q3) As per your opinion, what is the main role of brand extension on the brand personality of
Cadbury?
a) Building strong brand image
b) Improving the customer trust
c) Creating the brand value
d) Launching new product
e) Gaining market growth and success
Q4) According to you, what type of brand extension is majorly used by Cadbury to develop a
strong brand personality for their company?
a) Product form extension
b) Company expertise extension
c) Line extension
d) Brand distinction extension
e) Companion product extension
Q5) As per your experience, what is the impact of brand extension on brand personality of
Cadbury?
a) Positive impact
b) Negative impact
c) Neutral impact
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Q6) What is the main impact of brand personality on the brand personality of the company?
a) Gaining higher competitive advantage
b) High emotional attachment with brand
c) Improve communication traits
d) Strong brand image
e) Reduced financial risk
f) High attraction of customer
Q7) Do you think that, company faces challenges while implementing the process of brand
extension within their business operation?
a) Yes
b) No
c) Maybe
Q8) What is the major issue faced by Cadbury during the implication of brand extension
process?
a) Cannibalization of the product
b) Minor increase in sale volume
c) Cluttering of market
d) Inefficiency in marketing and production
e) Unresponsive retail channels
Q9) According to you, what is the major brand extension strategy used by Cadbury to improve
their personality in the market?
a) Price discounting strategy
b) Seeking new market
c) Leveraging business strategy
d) Investing in marketing strategy
Q10) Do you agree that brand extension strategy helps the company in enhancing the brand
personality?
a) Strongly agree
b) Agree
c) Neutral
d) Strongly disagree
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e) Disagree
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Frequency distribution table
Q1) Do you know the meaning of brand extension and brand personality? Frequency
a) Yes 65
b) No 32
c) Maybe 4
Q2) Do you think that, brand extension plays a significant role in improving the
brad personality?
Frequency
a) Yes 72
b) No 22
c) Maybe 7
Q3) As per your opinion, what is the main role of brand extension on the brand
personality of Cadbury?
Frequency
a) Building strong brand image 24
b) Improving the customer trust 34
c) Creating the brand value 10
d) Launching new product 11
e) Gaining market growth and success 22
Q4) According to you, what type of brand extension is majorly used by
Cadbury to develop a strong brand personality for their company?
Frequency
a) Product form extension 15
b) Company expertise extension 22
c) Line extension 25
d) Brand distinction extension 19
e) Companion product extension 20
Q5) As per your experience, what is the impact of brand extension on brand
personality of Cadbury?
Frequency
a) Positive impact 77
b) Negative impact 14
c) Neutral impact 10
Q6) What is the main impact of brand personality on the brand personality of Frequency
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the company?
a) Gaining higher competitive advantage 10
b) High emotional attachment with brand 15
c) Improve communication traits 11
d) Strong brand image 32
e) Reduced financial risk 13
f) High attraction of customer 20
Q7) Do you think that, company faces challenges while implementing the
process of brand extension within their business operation?
Frequency
a) Yes 65
b) No 25
c) Maybe 11
Q8) What is the major issue faced by Cadbury during the implication of brand
extension process?
Frequency
a) Cannibalization of the product 25
b) Minor increase in sale volume 22
c) Cluttering of market 19
d) Inefficiency in marketing and production 15
e) Unresponsive retail channels 20
Q9) According to you, what is the major brand extension strategy used by
Cadbury to improve their personality in the market?
Frequency
a) Price discounting strategy 35
b) Seeking new market 22
c) Leveraging business strategy 30
d) Investing in marketing strategy 27
Q10) Do you agree that brand extension strategy helps the company in
enhancing the brand personality?
Frequency
a) Strongly agree 15
b) Agree 34
c) Neutral 22
d) Strongly disagree 20
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e) Disagree 10
Data presentation and interpretation
Q1) Do you know the meaning of brand extension and brand personality? Frequency
a) Yes 65
b) No 32
c) Maybe 4
Interpretation: It is interpreted from the above graph that there are in total of 101 respondents
selected by the researcher in the present research, from which 65 respondents have said yes that
they know about the meaning of brand extension and brand personality within the business
organisation. 32 respondents have said no that they do not have any prior knowledge about the
concept of brand personality and brand extension in context of organisation. While 4 respondents
have said may be as they are not clear about the meaning of brand extension and personality.
Q2) Do you think that, brand extension plays a significant role in improving the
brad personality?
Frequency
a) Yes 72
b) No 22
c) Maybe 7
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Interpretation: As per the above graph, it is interpreted brand extension plays a very important
role in the business. 72 respondents have said yes about the above mentioned statement and helps
in improving the brand personality, 22 respondents have said no as they do not have any
sustained knowledge about the above fact. While 7 respondents have said may be which means
neither yes and no.
Q3) As per your opinion, what is the main role of brand extension on the brand
personality of Cadbury?
Frequency
a) Building strong brand image 24
b) Improving the customer trust 34
c) Creating the brand value 10
d) Launching new product 11
e) Gaining market growth and success 22
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Interpretation: As per the above gathered information from the graph, it is interpreted that
brand extension has keen role on the brand personality of Cadbury. Out of the total of 101
respondents, 24 respondents have said that it helps in building strong image of company brand in
the market. 34 respondents have said that it helps in improving the trust among customers for the
company product and service, 10 respondents have said that it helps in creating effective value
for the brand. 11 respondents have said that it helps in introducing new product in the market and
22 respondents have said that it helps in gaining market success and growth effectively.
Q4) According to you, what type of brand extension is majorly used by
Cadbury to develop a strong brand personality for their company?
Frequency
a) Product form extension 15
b) Company expertise extension 22
c) Line extension 25
d) Brand distinction extension 19
e) Companion product extension 20
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Interpretation: As per the above discussion from the given chart, it is analysed that brand of the
company can be extended in different ways and helps in developing strong personality for
company brand. 15 respondents have said that product extension is an effective method for
extending brand in the market, 22 respondents have said that extension through expert
knowledge related to the market. 25 respondents feels that line extension is better for the
company, 19 respondents have said that brand distinction extension helps in approaching large
market. While 20 respondents have said that companion brand extension is more approachable.
Q5) As per your experience, what is the impact of brand extension on brand
personality of Cadbury?
Frequency
a) Positive impact 77
b) Negative impact 14
c) Neutral impact 10
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Interpretation: As per the given data in the graph, it is interpreted that brand extension impacts
the brand personality of Cadbury in a positive manner and results in achieving the set aim and
objectives. There are total 101 respondents out of which, 77 respondents have said that it creates
a positive impact on the overall personality of the brand in the mind of customers. 14
respondents have said that brand extension results in creating a negative impact on the services
of the business. While 10 respondents have said that brand extension has a neutral impact on the
brand personality as it results in dealing with the business objectives in a more reliable manner.
Q6) What is the main impact of brand personality on the brand personality of
the company?
Frequency
a) Gaining higher competitive advantage 10
b) High emotional attachment with brand 15
c) Improve communication traits 11
d) Strong brand image 32
e) Reduced financial risk 13
f) High attraction of customer 20
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Interpretation: It is analysed from the above chart that brand extension has a positive impact on
the personality of the company brand which results in gaining high growth in the market. 10
respondents have said that it results in gaining higher competitive advantage in the market, 15
respondents have said that it helps in creating a highly emotional bond with the company brand.
11 respondents feels that it improves the communication traits in the business, 32 respondents
have said that it results in creating a strong image related to the brand of business. 13
respondents have said that it results in reducing the financial risk and 20 respondents have said
that it helps in attracting more number of customers.
Q7) Do you think that, company faces challenges while implementing the
process of brand extension within their business operation?
Frequency
a) Yes 65
b) No 25
c) Maybe 11
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Interpretation: As per the above graph, it is interpreted that the company faces several
challenges in implementing the process of brand extension in different markets. There are in total
101 respondents out of which 65 respondents have said yes about the above mentioned statement
and results in decreasing the overall profitability. 25 respondents have said no as they do not
know about the concept and challenges faced by company while 11 respondents have said may
be which means that they neither say yes nor no about the above mentioned point in a proper
manner.
Q8) What is the major issue faced by Cadbury during the implication of brand
extension process?
Frequency
a) Cannibalization of the product 25
b) Minor increase in sale volume 22
c) Cluttering of market 19
d) Inefficiency in marketing and production 15
e) Unresponsive retail channels 20
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Interpretation: It is analysed from the above gathered information from the graph that there are
number of issues that Cadbury face at the time of implementation of brand extension. 25
respondents have said that cannibalization of the product is that major challenge that business
organisation will face at the time of product differentiation. 22 respondents have said that it helps
in minor increase in the sale volume which results in decreased income, 19 respondents have said
that cluttering of market is a challenge for the company as they not know everything about
customer. 15 respondents have said that inefficiency in production and marketing is a challenge
for the company at the time of brand extension and 20 respondents have said that unresponsive
retail channels is also an degrading challenge which results in reduced profitability.
Q9) According to you, what is the major brand extension strategy used by
Cadbury to improve their personality in the market?
Frequency
a) Price discounting strategy 35
b) Seeking new market 22
c) Leveraging business strategy 30
d) Investing in marketing strategy 27
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Interpretation: As per the above graph, it is interpreted that there are several brand extension
strategies that help in improving its personality in the competitive market. Out of the total of 101
respondents, 35 respondents have said that price discounting strategy is the most effective
strategy that results in improving the image of brand, 22 respondents have said that seeking new
market is also profitable for the company which results in capturing new market. 30 respondents
have said that leveraging business strategy is also an effective strategy that results in dealing
with competitiveness and 27 respondents have said that investing in right marketing strategy is
more efficient in targeting the right customer base.
Q10) Do you agree that brand extension strategy helps the company in
enhancing the brand personality?
Frequency
a) Strongly agree 15
b) Agree 34
c) Neutral 22
d) Strongly disagree 20
e) Disagree 10
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Interpretation: It is interpreted from the above graph that choosing the right brand extension
strategy is suitable for enhancing the personality of business brand. 15 respondents have said that
they strongly agree with the above fact, 34 respondents agree with the above statement. 22
respondents are in a neutral situation and results in dealing with the business growth. 20
respondents have said that they strongly disagree with the above fact that they deal with the
business objectives and 10 respondents have said that they disagree with the business.
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