Topic
Mondelez Brand Marketing Plan
Instructions
Description
As a brand consultant, you have been invited by a large international corporation to provide a report on a new brand they wish to develop or extend, and market into a single geographic market. This organization plans to develop or extend a new brand, therefore you are required to provide a brand plan for a twelve-month period that aims to create a brand plan to develop or extend a new brand for the organization. This organization will need your advice and reasoning behind all aspects of the brand’s development and marketing. You must clearly outline any assumptions you have made and incorporate academic literature to support/justify your ideas. Unsubstantiated statements will not provide credit to your discussion. You can choose any one organization from the following industry:
1. Online gaming or Virtual Reality
2. Energy/soft drinks industry
3. Food industry
Answer Preview
Mondelez is an American Food confectionery and beverage conglomerate based in Illinois. It was founded by Thomas McInnerney in 2012. With a portfolio of products to its brand, breakfast cereals are quickly picking pace as the company’s most sold products. With competition from other multinational companies such as Nestle, General Mills, Tyson Foods, and Anheuser –Busch InBev, the company has been forced to expand its proposed ‘Yummy Maid’ brand to France to tap on the population of consumers that advocate for healthy cereals. The brand has been in existence mostly in the American market as Honey Maid hence differentiation will add more value to the existing portfolio (Yan et al., 2012). The launch of the new brand would be ideal for the company’s commitment to offer healthy foods to its customers in form of cereals.
Word Count: 3900