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

1. Create a new brand extension for an existing established company producing either products/services.
2. Determine segmentation, targeting and positioning for the new brand extension.
3. Create a detailed customer persona/profile for the new brand extension, including demographic and
   psychographic information.
4. Create marketing mix strategies for the new brand extension (4Ps/7Ps).

Please note the following when completing your written assignment:

1. Writing: Written in English in an appropriate business/academic style
2. Focus: Focus only on the tasks set in the assignment.
3. 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.
4. 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.