Cadbury Brand Extension Strategy: MG412 Principles of Marketing Report
VerifiedAdded on 2023/06/14
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Report
AI Summary
This report provides an analysis of Cadbury's brand extension strategy, focusing on a new watermelon and milk chocolate bar. It examines the company's background, market share, sales trends, and brand values. The report identifies the target market for the new product, analyzes key trends and PESTEL factors influencing the brand extension, and offers a comparative analysis with existing products. The marketing strategy employed is market penetration, leveraging the existing market with product innovation. The report also includes survey data indicating consumer interest in the new product, and discusses packaging design, logo considerations, and brand equity derived from the parent brand. References to relevant academic sources are provided to support the analysis.
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