Muller Company Report: Brand Extension, Marketing Mix, and Strategy

This report provides a comprehensive analysis of the Muller Company's brand extension strategy, focusing on recommendations for launching new products. It explores the concept of brand extension, emphasizing the importance of identifying target customers and leveraging existing brand equity. The report delves into the marketing mix, including product, price, place, and promotion strategies, tailored for Muller's brand extension into chocolate drinks. It highlights the significance of market research, customer preferences, and effective distribution channels. The report also examines brand elements such as logo, slogans and their role in shaping brand identity and customer recognition. The report offers practical insights into how Muller can innovate and expand its market presence through strategic marketing initiatives.

MULLER COMPANY

TABLE OF
CONTENT
 Introduction
 Recommendation to Muller
 Conclusion
 Reference

INTRODUCTION
The concept of marketing is referred as whole
organisational activities that are undertaken by the
respective organisation to promote selling of product and
service. It includes advertising of product or services, sale
and deliver product to customers or other business . In
this report chosen organisation is Muller.

Recommended brand extension
Brand extension- Brand Extension is basically refers
to use the existing popular name of particular brand
to introduce new product. This new product can be
related to the existing product or not. It is also known
as brand stretching. Main aim of brand extension is to
use company's established brand equity to launch
new product.

BRAND EXTENSION
Identification of target customers- It is very important
for the Muller Organisation to properly analyse their target
audience or customers before launching any new products. All
needs and demands of customers and current market trends
are closely measured by the organisation for that systematic
research is being conducted.
Value of brand extension in Muller- It is very important for
the Muller to extend their brand by launching new products,
because it is great market strategy for organisation to innovate
their current products and enhance customer base. This will
make organisation to survive in the market completion and
maintain their current positioning and it is also helpful to
develop new market trends.

MARKETING MIX FOR
BRAND EXTENSION
Their are various marketing strategies are adopted by
the organisation to expend their brand. It is very
important to analyse all market factors and current trends
appropriately. Decisions should be taken according to the
market analysation. Muller can extend their brand by
make innovation in current products and by producing
totally different product from the existing one.

MARKETING MIX FOR
BRAND EXTENSION
Product strategy- Muller is expending their
brand by launching chocolate drink product to
their customers. The company should produce
the product according to the demand and need of
customers. Product is related to the chocolate
that is also used as a desert. First of all the
organization should analyse and research all
customers preferences and demands by
conducting research and then produce the
product.

MARKETING MIX
Price strategy- In this stage the price of newly
launched products are decided. Prices are marked
according to the quality of products. Prices are
different from one place to another according to
expenses that are occur in the production process.
Place and distribution strategy- chocolate
drinks are available across the world. Muller
should use the best channel of distribution to
ensure the availability of product world widely to
the customers. So the product is available in the
rural as well as urban place.

MARKETING MIX
Promotion strategy- Promotion is very
important for every organisation to spread
information about new product to customers.
Muller has its wide way to promote its
products to customers. It uses television,
newspapers, online modes and radio to
reach all relatable data to perspective
customers and persuade them to purchase
that product. Various tag lines and jingles
are used to attract customers.
Physical Evidence – It is very important to
make interaction between the customers
and respective brand. It boost the confidence
of customers if they know all necessary
information about the brand which products
they are using.

MARKETING MIX
People- People are those persons that are involve in the
selling of products and in the process of designing,
managing task as well as ream members and represent
the product to customers.
Processes- process is referred as the systematic series
of actions that are performed in the sequential manner to
deliver product and services to customers. Muller should
examine whole process and eliminating unnecessary
steps that are increasing cost of production. Appropriate
method of production should be adopted.

BRAND ELEMENTS
Brand elements - There are various brand elements
that affect the image of particular brand in positive
manner. Strong customer base and effective target
segment is helpful for the organization to survive in the
competitive environment. Some of brand elements are
name of organisation, logo, colour, slogans, images and
graphics of a brand that make it different form others.
Brand elements are basically the identity of that brand, so
customers can recognise it. Muller also have its separate
logo and slogans that differentiate it from other brands.

REFERENCES
Anderson, R. I.. Guirguis, H. and Harris, J.A., 2020. Cross Border
Investing Activity: Return Enhancing or Return Destroying?. Journal of
Real Estate Portfolio Management, pp.1-16.
Rees, S., 2020. Public Relations, Branding and Authenticity: Brand
Communications in the Digital Age. Routledge.