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Brand Extension
Date
November, 2024
As the second part of my Strategic Marketing Management class project, I worked with a team to develop DashKits, a brand extension for DoorDash that delivers trending, viral foods from platforms like TikTok and Instagram. My contributions included:
CONCEPTUALIZING THE PRODUCT:
Led the development of DashKits, creating a unique food delivery service that highlights viral food trends.
CUSTOMER VALUE, SATISFACTION, AND LOYALTY:
Conducted thorough analysis of the target audience’s preferences, behaviors, and buying patterns to ensure alignment with customer needs in the new market. I also identified key decision-makers in the purchasing process for both customers and DoorDash. Additionally, I compared DashKits to competitors to identify opportunities for differentiation and to enhance our unique value proposition.
PROMOTION:
Created compelling prototype product visuals using AI tools, wrote an engaging press release to introduce DashKits and its exclusive offerings, and designed social media ads for platforms like TikTok, Instagram, and X to boost awareness and drive engagement.
