Brand Extension Report for Cadbury: Mix Fruit Ice-Cream

This presentation discusses the brand extension of Cadbury with the introduction of a new product, Mix Fruit Ice-Cream. It covers the growth strategy, target market, comparative analysis, key trends, PESTLE analysis, and product differentiation.

MG412 Principles of Marketing
CW2 Brand Extension Report

INTRODUCTION
• The present PPT will perform the brand
extension of a selected brand which is
Cadbury.
• The present PPT will describe the new
product of the firm, targeted market,
growth strategy and Key trends.

Background of the brand
• Cadbury is the multinational brand which was
established in the Birmingham, England in the year
1824.
• Currently the company has approached the
numerous parts of the world within increasing their
operations.
• Cadbury has captured more than 85% of the market
share in worldwide.

Noticeable promotional campaign

New product of the brand
• The new product of the Cadbury will be “Mix fruit ice-cream” which is
completely vegan.
• This leads to approach the new customers towards the
Cadbury as this concept is completely new by Cadbury.

Growth strategy for new product
• Growth strategy that has been adopted by Cadbury
is Diversification from the Ansoff Matrix.
• Diversification refers to that growth strategy in
which the new product has been developed and new
market along with the existing market has been
targeted.
• Thus, this is the effective growth strategy that is
being applied by the Cadbury.

Target market
• Demographic segmentation- In this segmentation
people of all age group will be approach as people of
all age group prefers ice-cream.
• Behavioural segmentation- Those people who are
health conscious will be approached in this
segmentation as the mix fruit ice-cream will contain
low calories.

Comparative analysation v competition
Cadbury mix fruit ice-cream Nestle mix fruit ice cream
 Cadbury mix fruit ice cream will be of
low calories
 Different packaging will be used which
include- bottles, cubes and rappers.
 Low prices will be offered to the
customers.
 Nestle mix fruit ice cream does not
provide assurance of low calories
 Nestle only uses the rappers packaging.
 High prices

Key trends
• Key trends that leads to influence the brand extension are rise of the new
product development in the ice-cream industry.
• Customers likes different flavours. Therefore, this is one of the major key
trend which needs to be followed by Cadbury within introducing mix fruit
ice-cream.

PESTLE Analysis
• Political factor- The rules and regulations of food and drug
administration system can lead to impact the brand extension. Therefore,
rules need to be maintained in proper manner.
• Economical factor- High labour cost can create negative influence.
Therefore, effective strategy is required in this context.
• Social factor- Changing in the taste and preference of the customer
creates negative impact.

Product differentiation
• Product differentiation involves the unique qualities
of product that makes products superior from the
competitor’s product.
• Mix fruit ice-cream will be different from the
competitor’s product as it will be consist of low
calories.
• Also, it will provide the delicious taste of different
fruits in the form of ice-cream.

Visual image of brand extension

CONCLUSION
• Brand extension is an important concept that enables organization to
increase the value of the brand.
• Also, it has been witnessed that, brand extension needs to be done on the
basis of the current scenario in the market.

REFERENCES
• Agarwal, P.K., Kumar, M.P. and Gupta, M.S., RIGHT BRAND
POSITIONING: A ROAD TO SUCCESS AT MARKET PLACE.
• Jinu, M., 2020. Cadbury dairy milk silk–a full fledged promotional aid.
• Ohme, R. and Boshoff, C., 2019. The role of implicit learning in logo
substitution. Journal of Consumer Marketing.