Cadbury Brand Extension Strategy: An Analysis of Marketing Principles
VerifiedAdded on 2023/06/14
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This report provides an analysis of Cadbury's brand extension strategy, focusing on the proposed launch of a chips range. It begins with a background of Cadbury, its brand values, and promotional activities, followed by an explanation of the new product line and its target market, primarily children and youth with a focus on low to middle-income individuals. The report identifies key trends and PESTEL (Political, Economic, Social, Technological, Environmental, and Legal) issues influencing the brand extension idea, such as the consumer preference for quality over price and the importance of attractive packaging and promotional activities. A comparative analysis is conducted against a major competitor, Walker's chips, highlighting the need for an effective strategy to gain market share. The report concludes with a list of references used in the analysis. This student-contributed assignment is available on Desklib, where students can find a wide range of solved assignments and past papers.
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