Positioning the Brand Choco Forever - Essay Example

Lindt and Ferrero both play on a big commercial scale (Ferrero in the world) & (The Lindt & Sprungli Group).
. However, the weakness of these brands lies in the fact that they only aim at the top section of society, probably due to the high costs associated with packaging and advertising.
Our brand is considerably different

Undoubtedly, our brand is different from the competitors in the fact that we are not confined only to the upper class of the society, but we are catering to all sections of the society; all income groups, all age groups, and both genders, and even geographical difference will be taken into consideration. In addition, we will be introducing products that will be aimed at people with various health problems, like fat-free items, and sugar-free items.

Our target group
The strategy of our brand is to address all demographic groups as all people, irrespective of caste, creed, color, sex or age, love chocolates. However, our products will specialize in each demographic group by meeting their group-specific needs and fantasies. For example, the ones for kids will be decorated with animal motifs, and tattoos and the ones for young people will hit the market with romantic commercials. In addition, for the old and the health-conscious, there will be specialized products.
The positioning strategy
(1) Multi-segment positioning
The positioning strategy we use will be multi-segment positioning. The attraction of this strategy is that it attracts consumers from various segments, that too, with considerably smaller investments (Targeting, Marketing Teacher.com).
(2) New product development

It is an accepted fact that in the confectionary field, new products always create excitement, though monotonous ones are highly likely to fail. So, our new products will come to the market only after a thorough market study. First of all, a strategy will be developed which will be evaluated against the consumer trends and interests by closely observing consumer preferences. Thereafter, at each stage of development, we will ensure proper communication with consumers. Thus, when our products reach the market, they will be exactly what consumers want to see. In other words, our products will show an irresistible ‘difference’. Our new product development can be compared to a product funnel. The product undergoes thorough analysis at each stage of development, and only the ones which meet all the requirements will be launched to the market, and the ones that are not feasible will be discarded.

Name- and meaning of the name
Now, it is time to give the brand a suitable name. The name of the new brand is ‘CHOCO FOREVER’. The name indicates the fact that our chocolate is not for a specific category or age. In other words, the name says that chocolate is for the whole life, at every age and stage of life. Read More