Brand Extension Strategy for Galaxy Chocolate Bar: A Case Study

CW2 Brand
Extension Report

Executive Summary
Brand extension is defined as the process of marketing strategy in which an
organisation is focusing on promoting the products and services with a well-developed image
and using its brand name in different product categories. It is actually concerned with the new
product or category of the new product established by an organisation in order to attract more
customers to their organisation. This report will discuss the brand extension strategy of the
company and all the required processes which are necessary to perform the brand extension.

Table of Contents
Executive Summary...................................................................................................................2
INTRODUCTION......................................................................................................................4
Methodology..............................................................................................................................4
Findings......................................................................................................................................4
Existing brand and Brand Values...........................................................................................4
Description of the Target Market...........................................................................................5
Analysis of the New Market, Including Trends.....................................................................5
An Explanation of the New Product......................................................................................7
Competition............................................................................................................................7
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................9
Books and Journals:...............................................................................................................9
Appendix 1...............................................................................................................................10
Survey..................................................................................................................................10
Appendix 2...............................................................................................................................10
STP:......................................................................................................................................10
Appendix 3...............................................................................................................................10
PESTEL analysis..................................................................................................................10
PART 2.....................................................................................................................................12

INTRODUCTION
This report aims to the extent the branded product in the market so that companies are
able to attract customers to their organisation. Brand extension is an important methodology
used by the organisation so that they can promote their goods and services in the market very
easily (Deng and Messinger, 2021). In this context, Galaxy Chocolate Bar will then discuss in
this report as it is down UK based organisation that is currently marketed by Mars Inc. It is
manufactured in the United Kingdom in the 1960s. This report will discuss the brand
extension strategy of the company in the method they used.
Methodology
In order to make a successful report, it is based on primary research and it will
perform many services in order to collect the data so that the brand extension will become
successful. There are some more methods which are used to collect data that include primary
and secondary research as it provides much information from the websites about their history.
With the help of primary and secondary research, there was enough data received for
analysing the history of Galaxy Chocolate Bar. In addition to this at also conducted pastel and
STP analysis as these two methods are very important to analyse the strengths and
weaknesses of the product so that I was able to get an idea about my new product in the
market.
Findings
Existing brand and Brand Values
A brand is defined as a name, symbol, term, designer any other feature that helps to
make distinctions between one seller's goods or services from another one. In today's
business environment brand is becoming the most important concept and that's why the
organisation is focusing on using the new concept of brand extension. Brand extension is the
addition of a new product to the existing brand so that they are able to sell more new products
in the market and achieve its goals and objectives (del Barrio-García and Prados-Peña, 2019).
One important model on branding is mentioned below that helps to understand more about
the brand.