choose an existing brand and create a brand extension for that brand. This is not connected to your final paper topic, so you can use any brand, including your final paper topic for this deliverable. Your goal is to present a detailed, well-reasoned proposal that explains how you would expand the brand into a new product category or service offering. This will require you to think strategically about how the brand's identity, values, and market position can be leveraged to successfully extend into new markets or product lines
Convenience: A vast network of stores offering a quick, personalized coffee fix.
Brand Loyalty: A strong, passionate customer base cultivated through its rewards program and consistent product offerings.
Starbucks has already successfully extended its brand into packaged coffee beans, instant coffee, and ready-to-drink beverages, but there's a significant opportunity to own the premium at-home brewing experience.
2. The Proposed Brand Extension: The Starbucks Home Brewing System
The proposed brand extension is a premium, single-serve coffee machine designed to replicate the Starbucks in-store beverage experience at home. This system would be similar to Keurig or Nespresso but would be exclusively designed to brew a wide range of Starbucks's signature beverages, from classic Pike Place Roast to specialty lattes and macchiatos.
Key Features:
Proprietary Pods: The system would use proprietary pods containing a variety of Starbucks's roasts and flavors. These pods would be recyclable and designed to lock in freshness.
Smart Technology: The machine would feature a touchscreen interface with pre-programmed recipes for Starbucks's most popular drinks, including temperature and water-to-coffee ratios. Users could even create and save their own custom recipes.
Milk Frother Integration: The system would come with a built-in or detachable milk frother to allow users to create lattes and cappuccinos with the same creamy texture as a barista-made drink.
3. Strategic Rationale: Why This Extension Will Succeed
This brand extension is a strategic move that leverages Starbucks's core strengths and addresses a gap in the market.
Leveraging Brand Identity: The Starbucks brand stands for quality and experience. The proposed home brewing system directly translates this value proposition to the at-home market. It allows customers to enjoy the "Starbucks experience" without leaving their homes, reinforcing brand loyalty and extending the brand's reach beyond its physical stores.
Sample Answer
Brand Extension Proposal: Starbucks Home Brewing System
This proposal outlines a brand extension for Starbucks into a new product category: The Starbucks Home Brewing System. This is a well-reasoned proposal that leverages Starbucks's brand identity, values, and market position to successfully enter a new product line.
1. The Existing Brand: Starbucks
Starbucks is a globally recognized brand synonymous with premium coffee, a unique in-store experience, and a strong sense of community. Its brand identity is built on:
Quality: High-quality, ethically sourced coffee beans.
Experience: The "Third Place" concept—a comfortable and welcoming space between work and home.