2-2 Short Paper- Evaluating Brand Extensions-Maricarmen Watson

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Maricarmen Watson Southern New Hampshire university 2-2 Short Paper: Evaluating Brand Extensions Prof. Schreck

Target Audience Alignment: Cuockoo Cocoa is looking to grow their brand by introducing two new products in their market; based on Cuockoo’s demographic and psychographics their new products would be easily accepted and supported by their target audience. The first product would be a new line of cocoa bean and cocoa powder products; this would first enhance their existing customer experience offering more variety to their menu; it would a great opportunity for them to promote on their social media their new product by showcasing some locals enjoying the new products, this new product would attract new audience as well, because is including coffee flavor which is a popular taste all over the world, I believe this would bring more tourist interested not only on chocolate but on coffee to buy from their new products. The second product is the offering of T-shirts, keychains, and various branded keepsake products; I believe once you have an established brand this is the next step; the best way to do this is offering the products to your most loyal customers for them to showcase in social media, and of course having your employees wear the merchandise; selling merchandise that showcases your brands name will help you reach more people interested on trying your products since they will now know who to ask for more information about the brand quality, it is a product that is not only great for local loyal customers but also for tourist looking for presents and memories from their trip to bring home.

Mission Alignment: The company’s mission is to share great-tasting, ethical, organic chocolate and cheer, now the new brand of coffee bean and cocoa powder would align directly to its mission, bringing variety to the great quality organic and great flavor products, and the keepsake products align as well with bringing cheer and promoting their fantastic products, by reminding the customer of their great experience at your store, and spreading that cheer onto their friends and families. Goal Alignment: The company has the goal of opening 2 more stores regionally within 5 years, after reading their new products I can see they align with the ultimate goal, in order to open more stores they have to offer a wider variety of products, and of course start selling merchandise to enhance their brands popularity; both products the coffee beans & cocoa powder, and the keepsakes with the company logo will ensure more people is aware of the brand, showing the store has great quality and tasting products. I believe out of the two products starting to sell logo items will specially help with reaching to a farther away market, which would also help you seeing if your product can succeed in the other locations and will help you identify the best locations to expand as well. Recommendations: If I had to choose one product that aligns with the company’s goals and mission statement and that will help with the desire expansion it would be the branded products, “Branded merch can be a cost effective way to enhance brand recognition, foster customer loyalty and elevate employee morale.” (Ashworth, 2023) the first step to achieve the goal of expanding is having enough brand recognition from diverse

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markets, if your brand reaches beyond your target audience it has more opportunities of succeeding in a different location. Another big advantage of selling branded products is the “Long-term advertising impact “The long-lasting advertising effect of branded merchandise cannot be underestimated. People can recall the name or logo of a brand up to two years after receiving a promotional product featuring that company’s logo” (Ashworth, 2023). Last using branded products aligns with your company’s mission of bringing cheer with nice quality and tasty products “Using branded merchandise to create brand awareness and promote your company is essential as it makes for tangible advertising. It appeals to all the 5 senses, giving the customers something they can see, touch, and experience.”(Creative Marketing services, 2023). References Ashworth, P. (n.d.). What Are the benefits of Branded Merchandise for Your Business ? https://www.webrand4you.co.uk/blog/what-are-the-benefits-of-branded- merchandise#:~:text=The%20advantages%20of%20branded%20merch,what %20your%20business%20stands%20for . 5 Benefits of using Branded Merchandise to Market Your Business – Creative Marketing . (n.d.). https://www.mysalespromotion.com/benefits-of-using-branded- merchandise/

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