Brand Management

This report focuses on the creation of a new branded organic chocolate and the situational analysis of this brand in the context of the Austral confectionary market. It explores the importance of branding in the modern business sector and the innovative strategies needed to create a strong brand.

Running head: BRAND MANAGEMENT
Brand Management
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
Branding is one of the major aspects of modern day business sector. It is tough for the companies
to carry on with their business without a strong brand image. They have to develop a very strong
emotional connection with their customers. Customers are not only looking for good quality
products but they are also looking o some dynamic experiences or moments. These might
include brand awareness, pre sale service, post sale service and others. This report has focused
on the creation of a new branded organic chocolate. The Chocohoic brand will be launching a
new organic chocolate range called Magic Organica. The report has focused on the situational
analysis of this brand in context of Austral confectionary market and the different innovative
strategies that they have to maintain in order to create a strong brand that will be appealing to
their customers.

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Table of Contents
Introduction.................................................................................................................................................5
Brand Information.......................................................................................................................................5
Logo........................................................................................................................................................5
Slogan......................................................................................................................................................5
Packaging................................................................................................................................................7
Target audience description.........................................................................................................................8
Demographic...........................................................................................................................................8
Psychographic.........................................................................................................................................8
Behavioral segmentation.........................................................................................................................9
Geographic segmentation........................................................................................................................9
Promotion plan............................................................................................................................................9
Situational analysis......................................................................................................................................9
SWOT ANALYSIS...................................................................................................................................10
Strength.................................................................................................................................................10
Weakness...............................................................................................................................................10
Opportunities.........................................................................................................................................10
Threats...................................................................................................................................................10
PEST ANALYSIS.....................................................................................................................................10
Political..................................................................................................................................................10
Economic...............................................................................................................................................11
Social.....................................................................................................................................................11
Technological........................................................................................................................................11
Brand Experience Scale.............................................................................................................................11
Objectives..................................................................................................................................................12
To reach out to mass customers.............................................................................................................12
Advanced marketing communication and customer service..................................................................12
Focus over premium quality..................................................................................................................12
Campaign Activities..................................................................................................................................13
Budget.......................................................................................................................................................14
Timeline....................................................................................................................................................15
Evaluation................................................................................................................................................. 15
Conclusion.................................................................................................................................................16
References.................................................................................................................................................16

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Introduction
The modern marketers must focus on branding in order to develop a strong customer
loyalty. They need to keep the customer choice and preferences in mind. In this modern day
scenario the customers are mainly looking for products that will be able to provide them with
some health benefits (Poelmans & Rousseau, 2016). Thus they have become very alert and
conscious about their health. The brand that will be created is that of organic chocolate. Organic
food products are made by maintaining natural and chemical free products. The brand will
ensure that the products will be manufactured by maintaining strict compliance with the rules of
organic farming.
On the other hand chocolates are one of the most highly used products. This is a
particular type of food product that has a very good demand in the Australian market.
Brand Information
Chocolates are such a product that is demanded by customers of almost every age group.
Particularly the children and the old age group people are always looking for chocolates. Thus it
will be a very good opportunity for the marketers to venture into this particular product if they
are about to create any brand. Thus this report has focused on the creation of an organic
chocolate brand (Moser, 2016). The brand named is Chocoholics Mania and it will be focusing
on the organic chocolate products. The product will be called Magic Organica. This brand of
chocolate will be specializing in the production of organic chocolate that will provide customers
with taste, flavor and health benefits at the same time.

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Logo
Figure 1: Logo
Source: (Author)
Slogan
As the product is organic chocolate they will have to face a huge competition in the market. This
is because there are already many firms dealing in the same product line. Thus Chocoholics
brand will have to use a slogan or catch up line that will be able to create a hook for the
customers. They will be creating a slogan that will enable their customers to understand the
benefit of consuming this product instantly just be hearing or taking a look at the slogan.
Magic Organica
“You Wish, We Fulfill”
(Your Heath Is Our Wealth)

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Figure2: Slogan
Source: (Author)
This slogan will be chosen as this chocolate brand will like to keep it simple and crisp.
Their main motif will be to make its products available to mass consumers. Thus they do not
believe in making their slogan a very tough and complicated one.
The brand positioning statement chosen by the brand will be “Chocolates that make you eat
healthily & live healthily". This will help the customers to realize that consuming these products
will satisfy their quench for real chocolates and take care of their health at the same time.
Magic Organica
“The organic chocolate that comes with a tinge
of taste and tons of health benefits”

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High qualityLow quality
High cost
Low cost
Chocoholic brand (Magic Organica)
Figure3: Perceptual map
Source: (Author)
The Chocoholic brand will try to place themselves in the fourth quadrant that is in the
high quality and the low-cost group. They want to target their products o majority customers.
Thus they have to make sure that their product is placed at such a price that can be afforded by
the high as well as medium income group people. This will be an added advantage for the brand
as they will be able to develop brand loyalty (Vecchio & (Annunziata, 2015). In order to develop
strong customer loyalty, they have to build a personal or emotional relationship with customers.

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Customers look not only for products but also for the moments or the experiences they get
during the process of the transaction.
Packaging
The packaging will be done in a way that will create special appeal and emotional connection
with the customers. The chocolates will come wrapped in colorful boxes with little notes
inside them. The notes will contain beautiful and meaningful messages like “we understand
the family love”, “Your family is ours too”, “a comfort for taste buds and health”.
Chocoholics will also place a manual guide or product information guide in each box that
will inform the buyers regarding health benefits with the type and percentage of each
element that has been used in the production of the chocolates (Moser, 2016).
Building a prototype is one of the most vital steps in the field of brand creation. It is a
very competitive market and in order to survive here this new brand will have to face several ups
and downs. Thus making a look-alike or a prototype is one of the most vital stages that must be
taken by them. This can be done by following the process of pilot testing. In this process the
brand will be able to produce some samples of organic chocolates and release them to their
targeted markets. They will be able to understand the customer reaction and their feedbacks
towards the new product. This will be helping them to find out the new strategies of
improvements.
Target audience description
As per the opinion of Bullock, Johnson and Southwell, (2017) Australian love to
consume the confectionary products and they mainly show a liking towards the chocolates.
Chocolates make up about 77% of the total market sales of chocolates. The brand manufacturer

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has to make sure that they are targeting their products to the right group of customers. Audience
or customer segmentation can be done by the following
Demographic
Magic Organica is a new brand that will be setting its step into the organic chocolate
industry. They will have to ensure that they are targeting the right customers. Some of the factors
that can drastically affect the purchase of this product are age, ethnic backgrounds, family size,
and others. The brand will have to target customers falling between the age group of 25 to 49
years of age. Thus they will have to do in-depth market research and understand the preference
patterns of such customers (Young & McCoy, 2016). People above the age of 25 to 49 are the
service holders or the business people. In other words, they are all engrossed in some physical or
mental labor seeking activities. Thus they will consume products not only for taste but for health
benefits as well (Hasan & Sinning,2018). The brand will have to make sure that they are setting
their product price as per the income of the customers. Tough the age of their targeted consumers
generally have a source of income but often the organic chocolates are expensive and thus many
people may not be able to afford them.
Psychographic
This is also a very important aspect that the company has to focus upon. Magic Organica
will have to look over the psychographic aspects like lifestyle, personality trait and other such
factors. As per Kemp, Mai and Konstantoulaki, (2016), women tend to be greater lovers and
buyers of chocolates than men. This is a new firm in the market they will have to use strategies
like conducting a free workshop of women health or health benefits of organic chocolates for

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women and other such aspects. Activities and lifestyle will also play a major role here as their
majority of customers between 25 to 50 years of age will have a lifestyle filled with mental or
physical activities. In other words, this age group had not yet reached the age of retirement thus
they are all either busy in some academics, research, service or business activities. Apart from
this, some customers might also be engrossed in the sports sector. Thus they will be already in a
habit of in taking their food via the means of either protein bars or energy shakes and drinks.
Thus they will naturally opt for organic chocolates as they usually avoid inorganic chocolates
that are filled with huge sugar and chemical elements (Rousseau, 2015).
Behavioral segmentation
This segmentation is also important for the brand as they will have to understand the
purchasing pattern or the decision-making pattern of the targeted customers (Berk et al., 2017).
They will be targeting the women or then female customers as they are usually more inclined
towards the chocolate products. Customers belonging to the age group of 25 to 30 will go for
both solid chocolate bars whereas the customers belonging to the age group of 40 to 50 will
naturally go for the liquid chocolate drinks. Thus Magic Organica will be focusing on the two
different kinds of products (Holtom, & Burch, 2016).
Geographic segmentation
Geographical boundaries are also one of the important determinants of target customers.
However as organic chocolates are already a more or less famous product, the brand will be sure
about starting with customers within the Australian market and try to make their products
accessible to the customers located in different other parts of the country. However as Magic
Organica will be targeting customers falling between the age group of 25 to 50 years the will
have to focus over the establishment of both online stores and the physical stores as well (Lee et

12BRAND MANAGEMENT
al., 2018). This will make it easier for the bit aged customers to buy the products from the brick
and mortar stores as they might not be comfortable in using the online apps. On the other hand,
the young customers (the young adults) who are the university goers or office goers will be able
to use the online or the digital shopping platforms without hampering their busy work schedules.
Promotion plan
Situational analysis
As Chocoholic is a new brand who is just trying to make their market entry they will
have to make sure that they are about the existing market condition or market situation in the
industry. There are already many chocolate brands that already exist in the Australian
Confectionery market like Origin Organic Chocolate Makers. Thus in order to develop customer
loyalty, they have to gain an idea about the underlying strengths and the approaching weaknesses
that they might face in the future.
SWOT ANALYSIS
Strength
The greatest strength that Chocoholic brand will get with the launch of their new organic
product range that is Magic Organica is the health benefits. In this modern day scenario, all
customers have become health conscious and are looking for products that would give them
health benefits. Focusing on the range of unique features and taste will also be of good
advantage. In order to target the customers between 25 t 49 years in general and the female
customers, in particular, the brand will be creating a large number of products like solid
chocolate bars, chocolate drinks, candies, and others. A high-quality product will naturally be

13BRAND MANAGEMENT
able to attract a large number of customers as the customers are mainly looking for natural
products with zero added preservatives and chemicals (Bedell & Reed, 2017).
Weakness
The presence of very powerful competitors will naturally prove to be a big hurdle. As
there are many establish organic chocolate firms already operating in the market, it will be a
huge problem for this brand. They will have to formulate new strategies in order to attract the
attention of the customers
Opportunities
There rising demand for the dark chocolate or the organic chocolates is a major
opportunity for the brand. They will already enjoy a huge demand for their product as there is
Global demand for the dark or the organic chocolates. Chocoholics will be able to get a market
ready platform, for marketing their products. They must use the opportunity of the modern
scientific and technologic tools for making their products from totally fresh products and making
their customers know that they are consuming a totally fresh product.
Threats
The biggest threat will be the huge level of competition that they will be facing. They
will have to fight the tough battle with the already established and powerful competitors like the
Origin organic chocolate Makers. Thus there will be very tough competition from these
premium chocolate brands.

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PEST ANALYSIS
Political
The political environment of Australia is stable. Thus it will be a benefit for the brand to
make a smooth market entry. The taxation policies are smooth and do not involve any
complicated process (Cobiac et al., 2017). They will be able to export and import raw materials
without facing many complications.
Economic
Australia enjoys a stable economic status. There is always a strong domestic demand
within the country itself. Thus Chocoholic brand will not have any issues in developing a
demand (Hasan & Sinning, 2018). However, they must expand on their export locations rather
than only depending on some specific countries.
Social
Australia will provide a very friendly social environment. This will be advantageous for
the new brand to propagate. They will be able to get educated, well trained and punctual
hardworking manpower. They will also get the advantage of recruiting many International
Graduates who will possess dynamic and innovative marketing ideas. This will also reduce the
cost of recruiting and training the external employees from other countries. They can use this
money for other purposes like developing the R&D for better chances of improvement.
Technological
Australia is one of the most highly advanced countries in terms of their technological
base. This will be a great advantage for the Chocoholic brand. They will not only be able to

15BRAND MANAGEMENT
provide highly advanced product quality and quantity but they will also be able to reach out to
their customers very easily.
Brand Experience Scale
Sensory  The brand will bear a bright, colorful
yet crisp logo with a slogan.
Affective  This will create an emotional
connection with customers by including
the natural, fresh and bet quality
products. These products will come
with a storehouse of taste and also
nutrients that will be suitable for the
kids, youngsters and also the aged
elderly people of families.
 Thus, customers can understand the
emotional message behind the products
of this brand.
 The brand is concerned about the health
of all the family members as they show
the importance of family and how

16BRAND MANAGEMENT
precious they are.
Behavioral  Consumption of the products of this
brand will help in keeping the body free
from calories
 Brand campaigns and workshops will
include gym sessions and free health
checkups.
 Sportspersons will demonstrate how
they can consume chocolate drinks or
consume chocolate protein bars while
carrying on their sport activity.
Intellectual  This brand will have a dual advantage
for customers
 It will reduce extensive thinking or loss
of time
 This brand will initiate a problem-
solving skill as they will be keeping a
user guide enlisted with all the health
benefits of these products so that the
customers can stay assured about the
quality of the product that they will be
purchasing

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Table 1: Brand Experience Scale
Source: (Author)
Objectives
To reach out to mass customers
 As Chocoholic is a very new brand they will have to use the New Media Environment
for getting a quick grip over the customers. Social media marketing is one of the most
widely used platforms that can be used by this company. Digital revolutions are one of
the most important aspects that they might consider. As per the Kemp, Mai and
Konstantoulaki (2016) women buy more chocolates than men but the female customers
also do the majority of shopping for their family members. Thus this brand must carry on
their campaigns through social media sites like Facebook, Instagram and others (Felix,
Rauschnabel & Hinsch, 2017). They can also carry on their advertising through the
beauty blog pages so that they can reach to the female customers instantly. They have to
use different advertising media like television, radio, print, and others (Tuten & Solomon,
2017).
 They will also provide a special benefit to their customers by handing them over a
free DVD showing the entire process of their manufacturing. The clip will mainly
work for making the customers sure about the purity and the originality of this product.

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Advanced marketing communication and customer service
A chocoholic will make sure that the customers are getting 24*7 hours customers’ service
for any problems that they face. The concept of marketing communication will be opted by this
brand so that they can reach out to their customer’s very easily. They will be using options like
Interactive marketing, mobile marketing, events, and experiences.
Mobile marketing will help to initiate the one to one marketing system. The customers will get a
personal touch through the marketing system. They will appoint customer care executives who
will be very active in responding to the queries and the doubts of people.
Focus over premium quality
Quality will be the most important aspect that Chocoholic brand will be focusing upon.
They will make sure that the products are made purely from natural cocoa. The cocoa plantations
will be kept under strict check so that no fertilizers or chemical preservatives are being used
(Morris & Metternicht, 2016). The cocoa plantations will be carried on under a strict check of
environmentalist and health experts. Farmers will be trained in the new and advanced methods of
farming. Locally yielded products will be used so that the freshness is retained and there will be
strict avoidance of chemical fertilizers and chemic preservatives.
Campaign Activities
The Campaigning activities have to be carried on in a way that will enable the brand to
reach out to mass customers at the single go. The campaigning activities that they will be
carrying will include workshops on health benefits and nutrition. The campaign can be
named as ‘’ No More Saying No To Chocolates”

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Using such an intriguing campaign title will naturally attract a large number of
customers. Usually, people fear that intake of too many chocolates will harm the body as they
contain any added preservatives, chemicals and calories. Chocoholic brand with their new range
of chocolate called Magic Organica will bring to the customers a range of naturally made fresh
chocolate. This campaign will make customers know that they will not be harmed rather
benefitted. Organic chocolates will be filled with antioxidants and blood purifiers that will help
the customers consume these mouth-watering delicious chocolates without suffering from the
fear of putting on extra calories.
In order to build a strong emotional connection with customers, the brand will use some
promotional strategies like free health check-up. Customers are usually concerned about the
harm that might be caused to their health from the sugar content of chocolates. Thus promoting
their products in any health or nutrition-oriented campaign will naturally attract the attention of
their customers.
The other strategy that can be used by them is a free sample, sales, and discount
coupons. This will be largely beneficial as this can attract customers. Customers will love to get
some free testing organic chocolate. The discount coupons and seasonal cheap subscription
offers will also be an added advantage for attracting the customers.
Social media marketing will also be a very useful strategy for reaching out to
customers. Customers can browse and get all the necessary information via the webpages or the
advertisement links or pop us on their social media applications like Instagram, Snapchat,
Pinterest, Facebook, and others.

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Budget

21BRAND MANAGEMENT
Timeline
Objectives Month
1
April
2019
Month
2
May
2019
Month
3
June
2019
Month
4
July
2019
Month
5
Aug
2019
Month
6
Sep
2019
Month
7
Oct
2019
Month
8
Nov
2019
Month
9
Dec
2019
Month
10
Jan
2020
Month
11
Feb
2020
Month
12
Mar
2020
Gathering raw
materials
Accumulation of
fund
training and
development of
employees
Media
campaigns
(Marketing
Communication)
Successful sale
Table 2: Timeline
Source: (Author)
Evaluation
 The raw materials will be gathered between the first and the second month. This will
include the gathering of machinery, all the raw materials like cocoa, natural and chemical
free preservatives.
 The fund accumulation will be carried on right on from the beginning that is from the
first to third month. They will be contacting all the fundraisers, investors and other
sponsors.

22BRAND MANAGEMENT
 Side by side they will also start training the staffs. This will need a time of about 3
months. They have to train the farmers on the methods of natural farming. Modern eco-
friendly farming methods and tools will be procured and supplied. Staffs will have to be
taught about the product details, customer handling, and others.
 Chocoholic brand will be focusing on marketing communication. This will require a long
time as they have to attract the attention of customers and make them convinced about
the advantages that they will get from purchasing this product. The marketing campaigns
will be continuing over a period of five months that is from the 5th to 10th month.
 The sale of the product will already commence side by side with marketing
communication and the marketing campaigns. The brand expects to start selling its
products successfully and profitable from the mid of the year that is from the 6th month
onwards. This will be followed by taking regular follow-ups to record the progress of the
brand. This can be done using strategies like brand audits, brand tracking studies.
Conclusion
Thus it can be concluded that Chocoholic brand will get a good and market ready
platform to sell their new organic chocolate range that is Magic Organica. There is already a
huge demand for confectionary items like chocolates in the Australian market. However, they
will also face a huge challenge in order to survive in this market. Thus they have to use many
innovative strategies to overcome the challenges.

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