MKTG201 - Designing a Premium Chocolate Bar Package: Strategy

This essay provides a marketing strategy for designing the package of a premium chocolate bar, targeting an affluent market. It emphasizes the importance of understanding consumer behavior in product design, particularly the aesthetic and symbolic appeal of packaging. The proposed design includes the name 'HaveMore' with the tagline 'Velvet melting in your mouth,' a black color scheme for luxury, elegant fonts like Engravers MT and Arial Rounded MT Bold, and a rose symbol to evoke feelings of love and celebration. The packaging also incorporates gold and white printing, a gold or silver food packaging foil for the primary layer, and environmentally friendly biodegradable materials. The strategy aims to create a product package that is both appealing to consumers and aligned with their values, ultimately maximizing the client's profit and market share. The essay highlights the crucial role of the marketing consultant in aligning consumer expectations with product design.

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Seth Godin, a marketing pioneer and a renowned personality, once said “You don’t find
customers for your products. You find products for your customers” (Claveria, 2019). As a
marketing consultant, the ultimate aim of designing a new product or creating a new brand is to
satisfy the consumer. And to do this, it is essential to understand the behavior of the consumer
you want to satisfy. Research has shown that the aesthetic and symbolic appeal of a product
design have led to higher sales of the product and growth in the market share. The purpose of
this essay is to create a marketing strategy for designing the package of a premium chocolate bar
keeping in mind this consumer behavior such that the resources are used efficiently and profit of
the client is maximized.
Product design focusses on conversion of ideas into higher sales and thereby, a larger overall
market share (Kashyap, n.d.). As the marketing consultant appointed by the client, my focus is to
help him design the package for the chocolate that his company sells. The package of a product
is an experience in itself. It helps give the consumers an idea of what the product will be like,
what it should be used for, etc. (Morr, 2017). Firstly, the question arises what is the product and
for whom the product is focused on? The answer is that the product is a premium chocolate bar
and is focused on the rich and affluent of the society. Now the package specifications have to be
designed.
Name of the chocolate: The name of the chocolate should be HaveMore. It is short, fun, catchy
and extremely easy to remember. With the wide variety of products available in the market, a
customer will never be able to remember a name that is difficult to pronounce or spell.
HaveMore is an interesting option and has not been used before by brands selling similar
products.
Tagline: The package of the chocolate should feature a tagline. This makes it distinctive in the
mind of the customer. The tagline of HaveMore should be ‘HaveMore – Velvet melting in your
mouth’. On the packing, the tagline should always be written below the name so that it gradually
becomes synonymous with the product.
Color of the package: According to research, almost 85% of the consumers pick a product on the
basis of its color. As the consultant, I would suggest the client to go with a color that defines
luxury. In my view, the color that looks the most luxurious and grand is black. HaveMore should

have a black package. Black is a distinctive color and shines bright very easily in a line of
product.
Font: Since, the package being designed is of a product that is normally associated with
celebration, the font on the package for writing the name and tagline should be celebratory. A
font for a premium product should be sophisticated. According to me, the font used for the name
HaveMore should be Engravers MT. It is elegant and bold. For the tagline, the font should be
Arial Rounded MT Bold. It is slightly smaller in size and fit for the tagline so that it catches
attention but does not steal the focus from the name. The font size for the name should be 24 and
18 for the tagline.
Symbolism and Logo: The package of the chocolate should have a symbol drawn below the
name. This symbol helps the consumers to remember the product even if they might not
remember the name. For HaveMore, a rose should be used and should be printed below the
name. A rose is a mark of love, friendship and celebration. The petals of a rose are velvety soft
just like the pieces of HaveMore are (Kajabi., 2018). Whenever a consumer would later see a
rose flower, he would automatically think of HaveMore.
Typing on the package: The color of the package is black and so the typing should be done in
contrast colors. The name, tagline and the symbol of the rose must be printed in gold. This gold
and black combination has forever been a symbol of class and high status. The printing on the
back should be printed in a white color ink. Using gold at the back would make it look tacky.
The important information should be clearly present at the back including but not limited to
price, date of manufacture and expiry, place of production, contents, barcode, any statutory
marks and nutrition information.
Packaging layers: The secondary cover details have been discussed in detail but the chocolate
needs to be first wrapped up in a primary package. This package should be made up a gold or
silver food packaging foil. This gives it a clean finish and at the same time protects it from any
foreign bodies keeping the chocolate fit to eat. The chocolate should also have a cardboard
packing with the same font and color scheme used on the main packaging. This box cover helps
in easy transportation, easy display in stores and easy wrapping as a gift.

Environmental friendly packaging: Consumer awareness is at an all-time high and they tend to
buy products that are eco – friendly. The packaging of HaveMore should be such that it is
biodegradable and does not pollute the environment. As the marketing consultant, I would make
sure that the client understands the importance of this and that it can even be mentioned on the
back of the package.
Conclusion
At last it can be concluded that the HaveMore is performing very well in the market but there are
few points that are required to be kept in mind while marketing its products and the same has
been discussed above. As a marketing consultant, the key to design a package of a product is to
first understand the expectations of the consumer from it and then design the requirements in
such a manner that the product markets itself. The font size and style, logo, color scheme,
printing and the layers of packaging are all of extreme importance when it comes to designing a
product package.

References
Claveria, K. (2019). Seth Godin Quotes: inspiring insights from a marketing pioneer. [Blog]
Vision Critical. Available from https://www.visioncritical.com/blog/seth-godin-quotes.
[Accessed 13 March 2019].
Hart Designs, (2016). How food Packaging Color Influences Consumer Behavior. [Online].
Available at https://hartdesign.com/industry-news/food-packaging-color-influences-consumer-
behavior/. [Accessed 14 March 2019].
Kajabi, (2018). What is Consumer Behavior in Marketing and Why is it Important? [Online].
Available at https://blog.kajabi.com/consumer-behavior. [Accessed 13 March 2019].
Kashyap, D. (n.d.). Designing a New Product: Product Design, Strategy and Policies. [Online].
Your Article Library. Available at
http://www.yourarticlelibrary.com/production-management/designing-a-new-product-product-
design-strategy-and-policies/57456. [Accessed 14 March 2019].
Morr, K. (2017). The ultimate guide to product packaging design. [Blog] 99designs. Available at
https://99designs.com/blog/tips/ultimate-guide-to-product-packaging-design/. [Accessed 13
March 2019].