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Success Case Study: Magnum Chocolates - Leveraging reputation to create a promising brand extension

Success Case Study: Magnum Chocolates - Leveraging reputation to create a promising brand extension

Summary

Success Case Study: Magnum Chocolates - Leveraging reputation to create a promising brand extension, is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind the success of Magnum Chocolates in the UK, a new range of premium chocolates from popular ice cream brand Magnum . It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.

Magnum is well-known for its ice cream range but has chosen to release a premium line of chocolates. This makes sense since the confectionery market in the UK registered a CAGR of 2.2% during 2010-15, and this is forecast to grow, with a CAGR of 2.6% predicted during 2015-20, creating strong opportunities for Magnum. Within the confectionery market, the largest segment in terms of overall volume is chocolate, accounting for a 68.2% share in 2016. Using its recognition as a fashionable brand, Magnum has succeeded in the chocolate market.

Scope

  • Examine various methods of brand extension, and remember that the extension must make sense to both consumers and the brand.
  • Aspirational lifestyle brands are important for consumers, and companies understanding what these mean to consumers is essential before moving into international markets.
  • Above all, quality claims must be substantiated in categories where premiumness and indulgence are important, such as chocolate.
Reasons to buy
  • Use GlobalData’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
  • Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.


About Successes & Failures Case Studies
Summary: Magnum chocolates
What?
Why?
Take-out
TrendSights
Appendix

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