Brand Extension of Galaxy Chocolate Bar: A Comprehensive Report

This report examines the brand extension strategy of Galaxy Chocolate, a UK-based product marketed by Mars Inc. The report delves into the methodology used, including primary and secondary research, PESTEL, and STP analyses, to understand market trends and the target market of developing nations. The report analyzes the existing brand values and the proposed new product, a nutrition-based ice cream chocolate bar, designed to attract consumers. It also addresses the competitive landscape, highlighting key competitors and their strategies. The report concludes with an overview of the findings and recommendations for a successful brand extension, aiming to increase the customer base by introducing new products. The report also includes appendices with survey questions and analysis frameworks.