Arkadia Brand Extension

Arkadia Beverages is an Australian company which sells a wide range of hot drink products, both in the retail and foodservice landscape. As an exercise in marketing principles, I was tasked with performing a brand extension into an adjacent product segment.

The proposed brand extension adds three flavours of 'ProTea' to the Arkadia product mix, within a new RTD product line. By extending the brand into the utility tea product segment, the intention was to widen the consumer base to service fast-paced professional lifestyles. It was hoped that by lengthening the product mix, a more competitive brand share could be built.

The range was positioned as a tool for productivity, through strategically written copy and redesigned packaging. The design of this brand extension was the result of a thorough marketing plan covering target market and positioning, product life cycle, pricing, distribution, promotion, and action plan. In considering all of these aspects, the aim was to position the product as healthier and more premium compared to its competitors.