Marketing Analysis for Reckitt Benckister's Expansion into Food Market

Principles of
Marketing

EXECUTIVE SUMMARY
The report involves the analysis of an organisation's market share, market size and trends
in the market that affects its overall marketing. There is an analysis of the company that is
willing to expand its market across new fields and what would be its target area and who would
be its potential customers. There is also an explanation of various definitions and concepts of
brand extension and ways by which the company could enter in new market segment.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Existing Brand and Brand Values with the use of Kapferer's Brand Identity Prism..............1
Description of Target Market through STP Analysis.............................................................1
Analysis of New Market, Including Trends using PESTLE Analysis...................................2
An Expansion of New Product (Tauber's Brand Extension Options)....................................3
Competition (Porter's Five Forces).........................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES ...............................................................................................................................5