Marketing Report: Positioning Strategy for CBA Chocolate Campaign

This report provides a detailed analysis of the positioning strategy for CBA Chocolate's integrated marketing communication (IMC) campaign. It begins with a target audience statement, focusing on women aged 35-45 in Sydney and Melbourne with a specific income range. The report outlines a premium positioning strategy emphasizing luxury and exclusivity, with a campaign positioning statement of "Bringing royalty at your doorstep." The creative strategy encompasses packaging design, boutique outlets, and website development, all aligned with consumer psychology and the mean-end theory to influence purchasing decisions. The report emphasizes the importance of aesthetics, personal touches, and a seamless customer experience to enhance brand perception and drive sales. It also references relevant academic sources to support its arguments.

Positioning Strategy
Positioning Strategy
Student Name:
Institute Name:
1

Positioning Strategy
Positioning Strategy for CBA Chocolate
Target Audience Statement
The target audience for CBA Chocolate's creative strategy will focus on women located in
Sydney and Melbourne, 35-45 years old with an average income range of $72000 - $175000
who are seeking for a high quality gift to give to their loved ones and see premium chocolate
as an affordable luxury for personal indulgence.
CBA Chocolate was released to target women of Sydney to provide to them an experience of
lush luxurious chocolates without burning a hole in their pocket. This chocolate focuses on
appealing to the ladies of the house as a gift, welcoming guests home to house and potential
desert.
Positioning Strategy
The positioning strategy for this will be extremely well crafted owing to the exclusivity of
these chocolates and the way they have been presented to the people. Thus, the way these
chocolates are positioned to these women plays a major role. Right from packaging to the
shops, they will be displayed in. everything has to be premium and should speak only of
luxury (Li, 2017). For example, the first thing that counts in positioning is the packaging of
the products. Hence, the chocolates should be presented in a very beautiful case which is
aesthetically pleasing, such as that of oak wood with good carvings and designing on it. Such
cases can be outsourced from eastern nations. They can then be wrapped in good quality
parchment paper to give it a more antique look which again, is quite aesthetically pleasing.
Once packaging is completed, it is also good to consider a personal note from the chocolatier
(Lane, 2016)
Campaign positioning statement: “Bringing royalty at your doorstep”
Since the chocolate is premium quality and for the upper class, this campaign positioning
statement works just well.
2

Positioning Strategy
Creative Strategy
After packaging, comes the way these products will be sold. There are two ways: establishing
beautiful boutique outlets in shopping malls and other food streets of Sydney to ensure people
get a very classy and precious feeling while tasting and buying the chocolates. This will add
greatly to the positioning techniques. This can be derived from the mean end theory.
According to the theory, product and service attributes are associated with consequences, or
product benefits and risks, and even the personal values the product can help consumers
fulfill. Hence, these creative positioning attributes will greatly affect the sales of the
chocolate by affecting the buyers into buying it (Wondall, 2013)
The interior, as well as the place setting, should be done keeping in mind the consumer
psychology (Djeri, 2014). Women always like getting pampered, and hence, a good place
setting will ensure that they buy the chocolates.
The second way could be developing a website in case the customers don't feel like coming
down to the shop. The website should be quite sorted and easy in the interface. It should
ideally tell a story whilst it sells the chocolates.
References
Djeri, L., 2014. Consumer behaviour: influence of place of residence on the decision-making
process when choosing a tourist destination. 27(1).
Li, D. C., 2017. Consumer Behaviour and Brand Positioning. [Online]
Available at: http://mafe.wzw.tum.de/fileadmin/user_upload/ISP_2017_-_Lecture_-
_Consumer_Behavior_-__Li.pdf
Lane, T., 2016. How Does Packaging Affect Consumers?. [Online]
Available at: https://smallbusiness.chron.com/packaging-affect-consumers-70612.html
Wondall, G., 2013. Understanding Consumer Decision-Making with Means-End Research.
[Online]
3

Positioning Strategy
Available at: https://rockresearch.com/understanding-consumer-decision-making-with-
means-end-research/
4