Task Description
Successful brand extensions allow companies to diversify their offerings and increase their market share. Brand extension will provide any company a competitive advantage over its rivals that do not offer similar products.
You are expected to select a live/real organisation that is suitable to the task and launch a new product/service.
Please discuss with your lecturer before proceeding.
For your Portfolio, you need to complete the following tasks:
- Develop a new brand extension for the organisation you have selected for one of their product/services.
- Determine segmentation, targeting and positioning for the new brand extension.
- Develop a detailed customer personal profile for the new brand extension, including demographic and psychographic information.
- Develop the marketing mix strategies for the new brand extension (4Ps/7Ps)
Learning Outcomes
Upon the successful completion of this module, the student should be able to:
- Critically appraise key marketing activities and the contribution of the marketing department to the organisation.
- Anticipate and critically evaluate future developments in the field of marketing, especially through technology.
