Milk powder: Devondale

The report to the CMO will recommend one segment to be targeted from amongst the three personas and justify the recommendation.

Then, it will recommend a brand extension strategy for milk powder: Devondale; and a new product positioning to the target persona, and explain how the new product of milk powder: Devondale will be differentiated from competing products currently serving that target persona.

Part 1: Target Market Analysis Persona for new product

Persona	The fit of the segment with the brands identity/positioning	Size and growth	Structural attractiveness
1. Xiao Ming 58 age
2. Susan 52 age
3. Xiaohua 38 age

Chosen persona

Part 2: Brand Extension & Product Strategy for new propose product

Core Product

Actual Product

Augmented Product

Brand Elements and Personality

Part 3: Competitor and Positioning Analysis for new product

Competitors Analysis:

Characteristics of Target Persona:

Value Proposition:

Brand Equity:

Brand Relationships:

Part 4: Marketing Mix Place for new product

Promotion:

Price

Product

Conclusion