How old gold can potentially differentiate themselves

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Reference no: EM133379481

Case Study: You have been appointed by Mondelez Australia (owner of Cadbury) to make recommendations that will bring Old Gold into the 21st Century and reposition the brand to create awareness and entice trial amongst the younger generation e.g., the millennials. According to research, the Old Gold brand received below category average brand equity measures (awareness 90% vs average 93%, Trial 58% vs average 75%, Buy Regularly 19% vs average 25%). Alarmingly, 1 in 3 people would not even consider buying Old Gold. Despite the revitalisation of the brand in 2020 e.g., new packaging and flavours, the Old Gold brand is still perceived as a chocolate block preference for people over the age of 55.

Part: Product Strategy and Differentiation

Question:

a. Using the data provided in the case study and your knowledge of marketing fundamentals, develop three (3) product strategies Cadbury could implement to ensure the Old Gold brand is more appealing to the younger generation. In your answer you must clearly state the strategy, how it is implemented and your justification for the choice of strategy.

b. Based on your answer to question 2a, develop two (2) differentiation strategies for the repositioning* of the Old Gold brand. Justify how Old Gold can potentially differentiate themselves in the Australian market using any of the five (5) bases of differentiation. Draw a positioning/perceptual map depicting the positioning of the Old Gold brand. You are permitted to hand draw the diagram and upload the photograph to the answer sheet as an image.

Reference no: EM133379481

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