Case Study Analysis and Solutions

Case ID: 512020

Abstract:
Case Solution & Analysis for Introducing iSnack 2.0: The New Vegemite by Anat Keinan, Francis Farrelly, Michael Beverland
Vegemite is an iconic Australian breakfast spread and is often seen as a quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis of brand image, the brand team led by Simon Talbot identified a gap in the market for a line extension involving a blend of Vegemite and Kraft's other iconic brand, Philadelphia Cream Cheese. Following a high profile campaign involving a competition to name the new extension Talbot's team chose the name iSnack 2.0 for the new product. The case starts two days after the public unveiling of this name and subsequent nationwide backlash against it. Talbot needs to consider whether to continue with the brand name or change it in light of the public outcry.

Keywords:
Alternative dispute resolution, Brand management, Branding; Brands, Conflict, Conflicts of interest, Food assistance, Marketing, Marketing management, Multibranding, Product introduction, Social media, Introducing iSnack 2.0 The New Vegemite Case Solution

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