LCBM7024-Assessment 2: Portfolio: Brand Extension
TASK DESCRIPTION
Your chosen organisation: You may base your project on an organisation with which you are familiar or have encountered during the course of the module by either examining a case study; listening to a guest speaker representing an organisation or by visiting an organisation. You should discuss your choice of organisation with your lecturer prior to starting your research.
A brand extension leverages the reputation, popularity, and brand loyalty associated with a well-known product to launch a new product.
Successful brand extensions allow companies to diversify their offerings and increase market share. They can give the company a competitive advantage over its rivals that don’t offer similar products. The existing brand serves as an effective and inexpensive marketing tool for the new product.
Your Task:
Portfolio
- Create a new brand extension for an existing established company producing either products/services.
- Determine segmentation, targeting and positioning for the new brand extension.
- Create a detailed customer persona/profile for the new brand extension, including demographic and
psychographic information. - Create marketing mix strategies for the new brand extension (4Ps/7Ps).
Please note the following when completing your written assignment:
- Writing: Written in English in an appropriate business/academic style
- Focus: Focus only on the tasks set in the assignment.
- Document format: In report format or any other suitable format appropriate to the context. The total word
count should be equivalent of 2500 words. Ensure a clear title, course, and name or ID number is on a cover
sheet and a bibliography using Harvard referencing throughout is also provided. - Research: Research should use reliable and relevant sources of information e.g. academic books and
journals that have been peer reviewed. The research should be extensive.
The use of a range of information sources is expected – academic books, peer reviewed journal articles, professional articles, press releases and newspaper articles, reliable statistics, company annual reports and other company information.
