I've just been looking at the same question.

I'd start by saying what a brand is (from the start of the article)

Then the need to build a strategy based on the objectives of the business - family orientated, organic produce.

So the brand needs to built around those factors, but within the financial boundaries as to not over-gear the business, which will keep the board happy.

The research shows 90% of people can afford their crisps, then then its a case of maybe segmenting and picking their target market of that 90%, this will help with the branding, knowing their target ordiance (family orientated, organic produce = health conscious 30+ with children, possibly?)

Then using elements of the marketing mix to brand their product which appeals to their target market.

It could be argued to talk about the business to business also been incorporated into their marketing mix as well as business to customer marketing. As the questions states about who they are to supply to.

 To implemement the stratgey a dedicated team could be assembled as proctor and gamble did earlier in the article?

 Whats your thinking on the above? agree / disagree with those points?

I have a tendancy to veer off at tangents and ultimately not answer the actual question!

 Anyone else have any input?

Thanks for that Dan, it makes sense, I think the wording throws me on some of the questions. I know what you mean though about going off on tangents: it's easily done!

Sam I'm actually studying from Kaplan's Nov 10-May 11 books for this exam, I seriously cant see anything about brand strategies....

Cheers

Ryan

Thanks Sam thought as much - brand strategy is not mentioned in my book :-(

Do you know of anywhere I can get this info?

Thanks

Ryan

Dear Ashraff,

I was referring to the latest Kaplan CIMA text book.  Hope you have found the exam ok earlier this week.

Best regards,

Sam

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