Chapter 9, Problem 40C

Summary Introduction

To explain: The additional brand extension that BD could develop to leverage the brand’s equity.

Case summary:The CA grower’s exchange began in 1910 and today represents the world’s largest tree nut processing companies, serving more than 3500 growers. CA grower’s exchange produces over 80 percent of the world’s almond supply. The company produces almonds and these almonds are marketed through BD growers. BD growers is responsible for new product development, building new customers, finding new uses of the product and finding new opportunities. Roasted almonds, almond milk, nuts and rice cracker snacks are the core products. The company has recently launched a new range of honey-flavored products since honey is gaining popularity as a good alternative to sugar.