Brand Extension

strategies of Cadbury
DEFINITION:
Brand Extension is the
use of an established brand name in
new product categories. This new
category to which the brand is
extended can be related or unrelated
to the existing product categories.
Present Product Portfolio of Cadbury

1. Chocolate bars
2. Cakes and Biscuits
3. Box, Bags and Tins: Containing
various products like clairs, caramel
etc.
4. Drinks like Bournvita, drinking
chocolate, hot chocolate etc.
5. Ice Creams
Types of brand extension

1.line extension:
A product line extension is the use
of an established product brand name for a
new item in the same product category.
2.Category extension:
Brand extension or brand
stretching is a marketing strategy in which a
firm marketing a product with a well-
developed image uses the same brand name
in a different product category.
Category extension of cadbury
1.Bars
2.Boxes and bags
3.Drinks
Line extension by cadbury
Cadbury world
A visit to Cadbury World is not a factory
tour. Cadbury World is located in the
grounds of the original Cadbury factory, but
isn't a tour of the factory itself. Instead,
you'll discover the history, the making and
the magic of Cadbury confectionery as you
journey through our chocolaty zones.
What's on at Cadbury world
Looking Forward

Cadbury has plans to move from a product

brand to a service brand, where it intends to
open up cafes termed Cadbury Cocoa
House.
These cafes will be Cadbury branded,

traditional English style cafes where you

can expect to enjoy a delicious afternoon
tea, along with a range of Cadbury-themed
goods