Brand Extension Marketing Plan
Running head: Brand Extension Marketing Plan
1.0 Executive Summary
The Recipe Modifier is Lakelands most recent innovation that has great potential to generate revenue for Lakeland, “the home of creative kitchenware.” Lakeland products have developed strong demand and this will be the driving force behind this particular product. Lakeland was initially a kitchenware provider but has extended its brand to offer a wide range of products that fulfill consumers entertaining, storage, cleaning and gifting needs.
The Recipe Modifier appeals to virtually any individual that cooks at home using recipes. This product eliminates one of the major challenges of cooking with a recipe. It removes all the guessing out of cooking where measurements are concerned when dealing with a variation of serving sizes or guests. This product will require the user to enter the existing recipe and the desired number of servings. The Recipe Modifier will then make the needed calculations and modify the measurements to meet the identified serving size without changing the taste of the resulting dish.
Other benefits of the Recipe Modifier can be found in its innovative features which tightly integrate the technology in the form of a mobile hand held device. It’s easy accessibility to information/recipes either via the handheld or remotely through the individual’s customized web page. As a bonus the handheld and the website are available as a bundle package for a fixed cost which also serves to enhance products appeal. Exceptional customer service delivered from the initial acquisition process through the technical support services. All equipment is strong and durable to withstand rapid wear and tear to aid a long life span.
Market research indicates that a great demand exists for the Recipe Modifier. The target consumer for this product is creative and ambitious. There is a growing market for this product which can be attributed to the negative effects from the
1.0 Executive Summary
The Recipe Modifier is Lakelands most recent innovation that has great potential to generate revenue for Lakeland, “the home of creative kitchenware.” Lakeland products have developed strong demand and this will be the driving force behind this particular product. Lakeland was initially a kitchenware provider but has extended its brand to offer a wide range of products that fulfill consumers entertaining, storage, cleaning and gifting needs.
The Recipe Modifier appeals to virtually any individual that cooks at home using recipes. This product eliminates one of the major challenges of cooking with a recipe. It removes all the guessing out of cooking where measurements are concerned when dealing with a variation of serving sizes or guests. This product will require the user to enter the existing recipe and the desired number of servings. The Recipe Modifier will then make the needed calculations and modify the measurements to meet the identified serving size without changing the taste of the resulting dish.
Other benefits of the Recipe Modifier can be found in its innovative features which tightly integrate the technology in the form of a mobile hand held device. It’s easy accessibility to information/recipes either via the handheld or remotely through the individual’s customized web page. As a bonus the handheld and the website are available as a bundle package for a fixed cost which also serves to enhance products appeal. Exceptional customer service delivered from the initial acquisition process through the technical support services. All equipment is strong and durable to withstand rapid wear and tear to aid a long life span.
Market research indicates that a great demand exists for the Recipe Modifier. The target consumer for this product is creative and ambitious. There is a growing market for this product which can be attributed to the negative effects from the
References: D.R. Eberhart & Associates, Inc, (October, 2007) Fruit From Washington.com - Recipe Quantity Calculator, Retrieved from http://www.fruitfromwashington.com/Recipes/scale/recipeconversions.php on October 20, 2009 Keller, K.L. & Kotler, P., (2009). Marketing Management (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Lakeland, (2008). About Us. Retrieved from http://www.lakeland.co.uk/L?content=about_us.htm on October 11, 2009.