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Bucks ID Number:   ??????????? Module:                      Principles of Marketing Assignment Title:CW2 Brand Extension Report Date Due:                  Word Counts 1000 Excluding: Executive Summary, Contents, List of Reference, & Appendices) Executive Summary This is a short summary on a separate page of what the report is about, and usually includes points from the introduction and conclusion. It will start something like this: This report discusses…………………… Table of Contents Table of Contents Executive Summary. 2 1.      Introduction. 4 2.      Methodology. 4 3.      Findings. 5 3.1.      Existing brand and brand value. 5 3.2.      An explanation of the new product 7 3.3.      Description of the target market 8 3.4.      Analysis of the new market including trend. 10 3.5.      Comparative analysis of the brand. 12 4.      Conclusion. 14 Reference. 15 Appendices……………………………………………………………………………………………………………………16-21 Introduction This should be quite brief. It should include the aims of the report and some background on the chosen brand. Include useful data such as market share, market size and trends in sales, which you can find from the most recent Mintel reports and in the trade press Methodology A simple statement of how the research was carried out. This is particularly important in terms of competitor research, observational research, or primary research if you included it. Ideally you should critique whether your data is sufficient to justify your conclusions. Findings Existing brand and Brand Values Coverage to include key academic definitions explaining what a brand is, the concept of a brand extension and a detailed examination of one academic model on branding.(i.e.Kapferer’s Brand Identity Prism). Description of the Target Market A detailed description of the TA for the new brand extension supported by reference to secondary sources e.g. Mintel and WARC, TGI supported by academic coverage of STP marketing planning process. Analysis of the New Market, Including Trends PESTLE analysis and Ansoff’s Grid An Explanation of the New Product (Tauber’s Brand Extension Options, product packaging, the choice of a brand name and brand positioning) Comp

arative Analysis A  comparative analysis of your suggested brand extension with any competition identified in the new market sector (this should be tabulated) Conclusion References Appendices Appendix 1 Raw Research Data for Example Pricing Data Appendix 2 Copy and Paste your Presentation Slides with Speaker Notes. Appendix 3 A Group log on Individual Contribution. Below is an example of a Group Log for Appendix 3 PowerPoint presentation Task  Name of Student completing taskBackground on the chosen brand include useful data such as market share, market size and trends in sales. Logo  Ahmed      Coverage of the existing brand values supported with use of visual examples.eg advertising campaigns, company’s web site, sponsorship activities etc.   A brief explanation of the new product with reference to what growth strategy the brand is adopting. (Ansoff).   Clear identification of the proposed target market for the new brand extension (include any primary data results if undertaken Any key trends and PESTEL issues that have influenced your choice of brand extension idea.   A comparative analysis of your suggested brand extension with any key competition identified in the new market sector.   You also need to consider how your brand extension will be distinct from competing products.   Conclusion     Reference listAll Report TaskName of student completing taskExecutive Summary Logo Contents Page Introduction Methodology Findings     Existing brand and Brand Values –coverage to include key academic definitions explaining what a brand is, the concept of a brand extension and a detailed examination of one academic model on branding. (i.e.Kapferer’s  Brand Identity Prism).     Description of the Target Market – a detailed description of the TA for the new brand extension supported by reference to secondary sources e.g., Mintel and TGI supported by academic coverage of STP marketing planning process.   Analysis of the New Market, Including Trends ­­– PESTLE analysis and Ansoff’s Grid An Explanation of the New Product (Tauber’s Brand Extension Options, product packaging, the choice of a brand name and brand positioning)     Competition – a comparative analysis of your suggested brand extension with any competition identified in the new market sector (this should be tabulated)     Conclusions   Reference listAll