PART A: Critical Analysis of Source brand (1000 words)
You are to adopt the role of a Brand Analyst. You are to conduct a critical situational analysis (i.e. PRESTCOM)
of the Hipp organic infact milk ( UK ). Choose three PRESTCOM factors only. You may add a table in the
appendices with an outline of PRESTCOM factors and summarise key factors (three) within the report
highlighting key trends.
Based upon your critical situational analysis you must demonstrate a need for a brand extension and provide a
business related justification as to why Hipp infant milk should be extended. Here, at least three good quality
and contemporary journal articles must be used to enrich justification.
A Critical Situational Analysis
You should demonstrate the need for a new brand extension and therefore within the critical situational analysis
students should demonstrate a thorough understanding of the MACRO factors that can influence the
development of a brand extension. You must present background research on the chosen industry. This should
be supported through referenced secondary sources.
Business —related justification
Based upon the analysis presented, You must provide a business related justification as to why Hipp organic
infant milk should be extended. You must make reference to key academics and secondary insights in order to
justify the chosen branded article.
Part B- Concept Proposal and Board (1500 words)
This part comprises of a concept proposal and a concept board that should follow on from part A above.
Therefore, the work that you have done in the first part of the report (critical situational analysis and business
justification report) will be relevant to this element of the coursework.
Sample Solution
