Case ID: 512020     Solution ID: 29892

Introducing iSnack 2 0 The New Vegemite Case Solution

Abstract

Vegemite is a famous Australian breakfast spread and is regularly observed as a quintessential Australian item. This case concentrates on Kraft's decision to revive mark execution through the presentation of a brand augmentation. Drawing on broad web-based social networking examination of brand picture, the brand group drove by Simon Talbot recognized a crevice in the market for a line expansion including a mix of Vegemite and Kraft's other notable brand, Philadelphia Cream Cheese. Taking after a prominent crusade including an opposition to name the new augmentation Talbot's group picked the name iSnack 2.0 for the new item. The case begins two days after general society uncovering of this name and resulting across the country reaction against it. Talbot needs to consider whether to proceed with the brand name or change it in light of people in general clamor.


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