Innocent Cookies: A Brand Extension Marketing Report (MG412)

This report analyzes the brand extension of Innocent Drinks into cookies. It begins with an introduction to brand extension and provides background information on the Innocent brand, which sells fruit juices and smoothies. The report outlines the objectives of the brand, focusing on healthy and tasty products. It details the new product, Innocent cookies, which will be healthy oat cookies with various fruit flavors. The report discusses the growth strategy, employing product development from Ansoff's matrix, and identifies the target market as existing Innocent customers. A PESTLE analysis examines political, social, economic, technological, legal, and environmental factors influencing the business. The report highlights the core competencies of Innocent cookies, including healthiness and unique flavors. The conclusion summarizes the marketing strategies and factors considered for the brand extension, emphasizing the importance of both internal and external analysis for a successful product launch.

BRAND EXTENSION

Table of
contents
 INTRODUCTION
 BACKGROUND OF BRAND
 OBJECTIVES OF BRAND
 NEW PRODUCT
 GROWTH STRATEGY
 TARGET MARKET
 PESTLE ANALYSIS
 CORE COMPETENCIES
 CONCLUSION

INTRODUCTI
ON
Brand extension refers to using a new product in an
already present parent brand so that the market segment
can be targeted and the product newly added can serve
the customers better. It is a growth strategy used by a
number of companies to increase their line and in various
segments they also add flavours, size or different varieties
in their already existing products. Following presentation
includes a new brand extension innocent cookies of an
already existing brand named Innocent which serves fruit
juices and smoothies to people.

BACKGROU
ND OF
BRAND
For the following presentation a brand extension of innocent
drinks is conducted. It is the company which makes juices and
smoothies which are sold in supermarkets, coffee shops and a
number of other outlets. This company sells more than 2
million products each week. 90% shares of company are
owned by Coca-Cola company. They sell their products as a
healthy option. As per the changing needs and demands of
customer every customer is health conscious and wants to
consume healthy food. Innocent drinks provide them with all
the juices and smoothies which are healthy for customers.

OBJECTIVE
OF BRAND
Innocent juice have a mission and vision to make sure that all its
products are tasty and healthy. They make all their products from
best fruit and also their drinks are delicious. They also aim at
doing the business in a right way. For this they always look
forward to make sure that the impact of their business on society
and environment is never negative. The company is dedicated
towards corporate social responsibility from the very beginning.
Since 2004 the company have started an innocent foundation and
10% of all the profits of company go to charity.

NEW
PRODUCT
Innocent juice is going to launch a new product which is
cookies in various flavours. These are healthy oats cookies
which will complement the juices and smoothies sold by
company. These cookies will have a number of flavours
and fruits incorporated in them. Just like all the other
products of innocent these will also have the essence of
fruits in them.

GRWOTH
STRATEGY
In order to grow their market companies using product
development strategy mentioned in Ansoff’s matrix. This is a
strategy in which company introduces a new product in the
already existing market. Innocent orders ready have a number of
cafes, outlets and supermarkets selling its juices and smoothie.
The customer base of company is already good. It will be easy for
company to sell it’s cookies along with its juices and smoothies.
In this way company will use the strategy of product
development to expand its business and earn more profits.

TARGET
MARKET
The targeted customer for these cookies will be
everyone from the age of 6 to 45. All the
customers who are already buying the juices and
smoothies of innocent will fall under the
targeted criteria for this product as well . The
target market for Innocent cookies will be the
same supermarkets, cafes and other outlets in
which other products of innocent are sold.