discussion and assignment
ASSIGNMENT
Brand Extension Assignment
For this assignment, you are asked to choose an
existing brand and create a
brand extension for that brand. This is not connected to your final paper topic, so you can use any brand, including your final paper topic for this deliverable. Your goal is to present a detailed, well-reasoned proposal that explains how you would expand the brand into a new product category or service offering. This will require you to think strategically about how the brand’s identity, values, and market position can be leveraged to successfully extend into new markets or product lines.
Assignment Details:
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Length: 5 pages (this does not include title and reference pages)
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Format: Word document
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Submission: Upload the assignment into the
ASSIGNMENT Container in the course platform
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File Naming: Please name your file using the following format: lastnamefirstinitial-MKTG600-assignment#
Headings to Include:
1.
Brand Overview (Background)
Provide a brief background on the brand you have chosen. Include the following:
· A description of the company’s history and its core offerings.
· The brand’s
current market position, strengths, and unique value proposition.
· Key brand elements that define its identity (e.g., mission statement, core values, target audience).
· A discussion of the brand’s
current customer base and overall reputation in the market.
2.
Extension Idea
Describe the
new product or service that you propose for the brand extension.
Consider the following:
· What is the new product or service?
· How does it relate to the brand’s core offerings or values?
· What
differentiates this extension from competitors in the market?
3.
Rationale/Justification for the Extension
In this section, you will provide the reasoning behind your decision to propose this specific brand extension.
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Why is this brand extension a good fit for the brand?
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How does it align with the brand’s mission statement and core values?
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What market needs or customer desires does this extension address?
· Support your reasoning with
data, trends, and research that highlight potential market opportunities.
4.
Target Market
Define the
target audience for the brand extension.
Consider the following:
· Who is the primary customer for this extension (demographics, psychographics, behaviors)?
· What
consumer needs does this new product or service fulfill?
· Are there new market segments you can target with this extension that weren’t previously reached by the brand?
· Provide data on market size, trends, and consumer preferences to support your target market choice.
5.
Marketing and Launch Strategy
Outline a
marketing and launch strategy for your proposed brand extension. This should include:
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Pricing Strategy: How will you price the new product? Consider market positioning, competition, and value perception.
·
Channel Strategy: Where and how will the new product be sold? Discuss whether the brand will leverage existing distribution channels or if new channels will be needed.
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Promotional Strategy: How will the brand raise awareness for the extension? Consider both traditional and digital marketing methods (e.g., advertising, PR, influencer marketing, social media, content marketing).
·
Launch Timeline: Provide an overview of the key stages of the product launch and the timing for each phase.
6.
Ethical Considerations
Discuss any potential
ethical concerns related to your brand extension. This could include:
· Issues related to
sustainability or
social responsibility.
·
Consumer privacy or data security concerns, especially if the extension involves new technologies or services.
· Potential concerns related to
misleading advertising or
cultural sensitivities when expanding into new markets.
· Address how you would ensure that the brand maintains
ethical standards and a
positive public image throughout the extension process.
Additional Guidelines:
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Research: You should incorporate scholarly research, industry reports, or market data to support your arguments and recommendations. Use
citations where appropriate, including peer-reviewed journals, textbooks, and industry case studies.
·
Clear and Structured: Ensure that your paper follows a clear and logical structure, with headings and subheadings for each section. This will make it easier for the reader to follow your analysis.
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Professional Writing: Maintain a professional tone throughout your paper, as this assignment is an opportunity to demonstrate your ability to think critically and strategically as a marketer.
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References: Include a references section at the end of your paper, listing all the sources you used in your research (APA style).
Course Objectives:
1. Develop a Marketing Plan
2. Define the types of marketing research
3. Analyze potential pricing alternatives.
4. Define channel strategy
5. Design a sales management plan.
