Sales of premium chocolate, such as Godiva and Lindt, climbed 4.8% to $1.8 billion

compared to sales of everyday chocolate, such as KitKat and Hershey Bars, which

climbed only 3.8% to $8.5 billion according to a research report. The major positioning

strategies that drive the sales of the premium chocolates are flavor innovation, health

benefits, increased accessibility (more readily available), small size SKU, self-indulgence

(a gift for yourself).

Now if you are to introduce a new brand in the premium chocolate

category in Bangladesh, what would be your positioning strategy? Would you find a reposition the competition? Or just claim a "me too" brand?

Justify your choice by answering the following steps.

1. Positioning Strategy
2. Brand Name
3. Brand Slogan
4. Other necessary brands elements
5. Leveraging Secondary Brand Association