MKT 304A Brand Management Report: Chocoholic's Magic Organica Launch

This report provides a comprehensive brand management strategy for Chocoholic, focusing on the launch of their new organic chocolate product, Magic Organica. The report details the importance of brand creation and outlines key elements such as logo design, packaging, and a catchy slogan to attract customers. It explores the concept of brand equity, encompassing brand awareness, association, perceived quality, brand experience, preference, and loyalty. The promotional strategy includes discounts, free samples, and a customer referral program. Campaign activities will center on health and medical workshops to promote the product's natural and healthy aspects. The conclusion emphasizes the market opportunity in Australia but also the competitive challenges, advocating for innovative strategies to ensure success. References include relevant academic sources on brand management and marketing.

BRAND
MANAGEMENT
Name of the Student:
Name of the University:
Author’s Note:

INTRODUCTION
 Brand creation is one of the most important
aspect for the organizations to focus upon. In
order to throve in the tough competitive
market, companies have to create a proper
brand image. Chocoholic Brand is going to
launch a new product called Magic Organica
which is purely natural, healthy organic
chocolate.

LOGO, PACKAGING, SLOGAN
 Chocoholic will prepare a logo that can attract the
attention of customers right at the first go.
 Slogan used will be very crisp, simple yet catchy
so that they can convey the brand message to all
their customers.
 The packaging will be done in a very attractive
way so that the customers can recognize a strong
emotional connection

LOGO

LOGO AND SLOGAN

BRAND EQUITY
 Brand awareness
 Brand association
 Perceived quality

CONTD.
 Brand Experience
 Brand preference
 Brand loyalty

PROMOTIONAL STRATEGY
 Discounts and coupons
 Free test samples
 Customer Referral Incentive Program

CAMPAIGN ACTIVITIES
 A sound campaign activity has to be carried on in
order to reach out to mass customers. As this is a
natural and healthy product, the campaign will be
carried on mainly via the health and medical
workshops.
 Free treatment and check ups will be made
available for the customers in these campaigns so
that they can be made aware about the health
benefits of this product.

CONCLUSION
 Thus it can be concluded that Chocoholic brand
will get a good and market ready platform to sale
their new organic chocolate range that is Magic
Organica. There is already a huge demand for the
confectionary items like chocolates in Australian
market (Schaefers et al., 2016). 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.

REFERENCES
 Schaefers, T., Wittkowski, K., Benoit, S., & Ferraro, R.
(2016). Contagious effects of customer misbehavior in
access-based services. Journal of Service Research, 19(1),
3-21.
 Narasimhan, V., Lambert, J., Herchek, T., Hope, R. E.,
Jha, N., Jain, R., & Singh, S. (2015). U.S. Patent No.
9,172,766. Washington, DC: U.S. Patent and Trademark
Office.
 Chathoth, P. K., Ungson, G. R., Harrington, R. J., &
Chan, E. S. (2016). Co-creation and higher order
customer engagement in hospitality and tourism services:
a critical review. International Journal of Contemporary
Hospitality Management, 28(2), 222-245.

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