Brand Management Report: Magic Organica Organic Chocolate

This report provides a comprehensive brand management analysis for 'Magic Organica,' an organic chocolate brand. It begins with an executive summary highlighting the importance of branding in the modern business sector and the need for emotional connections with customers. The report details the brand information, including the logo, slogan, and packaging strategies designed to create a strong brand image. It identifies the target audience through demographic, psychographic, behavioral, and geographic segmentation. A situational analysis, including SWOT and PEST analyses, assesses the brand's position within the Australian confectionery market. The report outlines objectives such as reaching mass customers and focusing on premium quality, along with planned campaign activities, budget, and timeline. Finally, it evaluates the brand's potential and concludes with a discussion on the importance of brand loyalty and building customer relationships. The report also includes references and a perceptual map.

Running head: BRAND MANAGEMENT
Brand Management
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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

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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