Brand Extension Report for Haagen Dazs Ice Cream

CW2 Brand Extension report

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
METHODOLOGY..........................................................................................................................3
FINDINGS.......................................................................................................................................3
Existing Brand and Brand Values................................................................................................3
Target Market:.............................................................................................................................4
Analysis of the new Market and Trends......................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

EXECUTIVE SUMMARY
In this report, the business aspect was marketing for the company Haagen Dazs ice cream
company situated in UK has been elaborated. The methodology adopted is competitor analysis
and findings resulted in evaluation of existing brand and brand value using Kapferrers model.
The target market is evaluated to be high end consumers and external analysis of the firm is
conducted using Pestle analysis and Ansoff strategies. The extension of the existing brand was
evaluated using Tauber’s extension options and the new brand is selected to be Organic Haagen.
A competitive analysis was also conducted with Luscious organics.
INTRODUCTION
Marketing deals in the business of promoting and selling the goods which includes a
thorough market research and advertising (Deepak and Jeyakumar, 2019). The aim of the report
is to extend the Haagen Dazs ice creams which is in UK and needs to extends its services in the
European Union. This report will analyse the existing brand and brand values of the company. It
will also describe the target market where the services of the company need to be extended along
with analysing the new market and its trends and the competition there. The explanation of the
new product will be done.
METHODOLOGY
The report will be done by using the competitor analysis in order to gain the competitive
advantage from the beginning.
FINDINGS
Existing Brand and Brand Values
Brand is basically used by the companies to distinguish their product from others and this can be
the mark, logo, sentence, word or and identifying symbol. The Haagen Dazs ice creams needs
brand extension which is done when the brand of the company is used on the new product. the
main behind this is to use the already established brand equity of the company to help it in
launching a new product.
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