The assessment is targeted towards senior management reading focusing towards constructing a one-year marketing plan, that will provide growth of Doritos' new brand within the Australian market.
This report undertakes to determine marketing objective, developing appropriate brand strategies and corresponding marketing tactics used for delivering set objectives including consumer segmentation, targeting, and positioning.
This document discusses brand extension, which is using an existing brand name to promote a new product in a different category. The key difference between a line extension and a brand extension is that a line extension keeps the product category constant, while a brand extension varies the product category. Some advantages of brand extensions include leveraging existing brand equity, increasing awareness of the brand name, boosting profits through multiple product categories, and reducing costs compared to new brand launches. However, brand extensions also carry risks such as damaging the parent brand image if the extension fails or cannibalizing sales of the original product. Appropriate conditions for brand extensions include having strong prior brand equity and a perceived connection between the extension and parent brand.
3. Peter T.C. Lo
Curriculum Vitae
Present :
Chairman, Alumni Educational Services Foundation of National Chiayi Senior High School
Full-time Professor, Takming University of Science and Technology
Adjunct Professor, National Chung Cheng University
Advisor, Taiwan Securities Association
Major Experiences:
Chairman, Trust Association of ROC
Chairman, Taiwan Business Bank
President, Taiwan Financial Holdings Company and Bank of Taiwan
President, Taiwan Business Bank
Executive Vice President, Bank of Taiwan
Board Director, Taiwan Academy of Banking and Finance
Managing Director, Cathay United Bank
Board Director, Taiwan Stock Exchange
Board Director, Taiwan Life Insurance Co., Ltd
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