You have been commissioned by a large pizza chain, who wish to extend their brand into retail / major multiples (ie Asda, Tesco etc). You need to undertake research to understand consumer attitudes towards the brand as well as the new category that the pizza chain wishes to enter and identify whether or not this would be feasible.

a) Propose and justify a suitable research method to help uncover whether or not the company can use brand extension as their growth strategy (50%).

b) Highlight what the pizza chain should do and how they could appeal to consumers to make a success of their brand extension (50%).