1.

What is the decision facing Blue Diamond

Blue Diamond has the duty to develop an extension of the brand through the
incorporation of the honey flavor in the products that are the flag and pillar of the brand
and therefore of the organization as well.

2. What factors are important in understanding this decision situation

Offering a variety of the same brand that has been successfully forged in a market
carries a risk, since an emotional disconnection could be generated towards the mother
brand if the new honey flavor is not well accepted by the market, therefore factors arise.
such as customer base, loyalty, product categorization, etc. That must be probed in
advance.

3. What decision do you recommend?

I recommend scaling one by one instead of adding the new honey flavor to all three
products, and putting the milk last since you have a significant share with the
snowboard gear.

4. What examples do you see of an upward line stretch

It could offer a line of almond milk with probiotic properties and free of sugars for
diabetics as a Premium product to control the disease. You can also bring to market a
flagship product such as energy bar-type almond snacks for astronauts.

5. What is an additional brand extension that Blue Diamond could develop to

leverage the brand equity
You can capitalize on consumer interest in almonds and offer almond flour