MG412: Group Report - Cadbury Brand Extension into Potato Chips Market
VerifiedAdded on 2023/01/11
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Report
AI Summary
This report analyzes Cadbury's brand extension strategy, focusing on the launch of baked potato chips. It begins with an executive summary, followed by an introduction outlining the brand extension concept and methodology utilizing secondary research and market analysis. The findings section delves into Cadbury's brand value, utilizing Kapferer's Brand Identity Prism to assess its physique, personality, culture, self-image, reflection, and relationship aspects. The report then details the target market using STP analysis (segmentation, targeting, and positioning), analyzes the market environment with a PESTLE analysis, and applies the Ansoff matrix to evaluate market penetration, development, product development, and diversification. The report proposes 'Cadbury Chips' as a healthy snack, compares it with competitors like Lay's, and concludes that the brand extension is viable due to Cadbury's strong supply chain and brand recognition. References include books and journals, providing a comprehensive overview of the marketing and brand extension concepts.
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