Question
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
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.
- Positioning Strategy
- Brand Name
- Brand Slogan
- Other necessary brands elements
- Leveraging Secondary Brand Association
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