MKTG201: Marketing Strategies for a New Premium Chocolate Bar Design

This report provides a comprehensive marketing analysis for a new premium chocolate bar, emphasizing the importance of understanding consumer behavior in the design and packaging process. It delves into the significance of color psychology, suggesting the use of red, navy blue, and brown to attract customers, and explores how packaging shape and font choices can influence purchasing decisions. The report highlights the role of brand identity, focusing on the need for consistency across visual elements, and emphasizes the importance of market segmentation, targeting, and positioning. It examines the impact of intrinsic and extrinsic cues on consumer perception of product quality, with a focus on the packaging's role in creating a desirable brand image and evokes nostalgia and aspirational from the customers. The report also considers the consumer behavior factors which are cultural, social, personal and psychological and the packaging elements for an effective marketing tool, including the use of minimalist design, metallic gold, and matching logos. The report concludes by stressing the relevance of packaging elements, the selection of the font, image, styling, and shape of the packaging for attracting the target market and gaining a better understanding of consumer behavior.

Marketing

New premium chocolate bar
For consumers, it is necessary to represent the brand and product packaging. As a marketer, the
new premium chocolate bar is required to be designed and it is most important for selling the
products. It requires creating a unique product for consumers as the color of the premium
chocolate bar will be in color which attracts the customer is red, navy blue and brown. Color
psychology helps in advertising and retail sales. It represents the notable effects on consumers to
chase them. It also depends on the demographics of the target market as the color of the product
helps in making or breaking the product's success. According to a consumer’s perspective, the
color packaging of chocolate bar impacts o decision for purchasing the product over the
competitors (Diglel and Yazdanifard, 2014). The buyer's demographics include the age, culture,
gender identity and location which requires to be selected for representing the product in the
market. In chocolate packaging, red color represents the boldness and passion and it evokes
energy, desire, love, and power. It helps in increasing the respiration rate. The combination of
red and purple will be effective as purple represents the imagination of consumers.
It also exudes success and uniqueness. It is not as gender-specific as it used to be, but it still
tends to attract more women and children. It is a bold color that entices consumers to look
further. In the process of the consumer behavior process, the pre-consumption, consumption, and
post-consumption are required to be considered. In order to attract the customer for purchasing
the chocolate requires designing the product according to the customer’s preferences
(Armstrong, 2018). The symbolic value is required to be created good or possession for
influencing and participating.
The shape of the chocolate bar matters for consumers as the consumer purchasing decision s are
fascinating. Packaging shape impacts on the decision for buying and identifying the product. The
bar wrapper will not be shiny or glossy finish. The bar requires to be purple matte finish with a
whimsical and curlicue font. This semantic choice is a reference for pastoral or fine food. The
logo also shows that milk was poured from a glass jug into the name itself, indicating that "pure
milk" has entered the bar's production (Diglel and Yazdanifard, 2014).
Using royal purple and gold color schemes, pastoral images, and a low-key matte look, its
products are presented as classic, authentic and "grow up." In making the product, the specific

forms, shapes, textures, and images help in evoking nostalgia and aspirational from the
customers.
The chocolate itself is these things to consumers. The chocolate under the purple and gold
wrapping paper becomes a consumable indication of these symbols. Therefore, the packaging is
part of a candy bar, and through the act of buying and consuming, consumers symbolically
accept the symbol itself (Laforet, 2011). Because candy bars symbolize rewards, eating
chocolate is not only the consumption of sweets but also a form of fantasy realization and
projection.
It would be beneficial for a premium chocolate bar for considered the market as the single
unsegmented mass market rather than in terms of age, gender, household, income and
demographics (Mexis, et al., 2010). Consumer behavior influences advertising as the factors that
are included for buyer behavior are mental, individual and social.
The brand identity takes different visual elements and unifies them into a complementary system.
Whenever your brand identity elements are displayed, their appearance, purpose, scope, color,
feel, etc. should be consistent (Pappa, 2016).
For the effective brand strategy, the discovery, identity, and execution are required to be
developed. It is necessary to focus the marketing for consumer needs and satisfaction which
includes the three elements which are market segmentation, targeting, and positioning. For the
perceived quality of products which consumers require the product quality or services for the
intrinsic and extrinsic cues as Intrinsic cues include the physical characteristics of the premium
chocolate bar requires the size of the chocolate, flavor, and color. In the case of extrinsic cues,
the external of the product includes the price of the chocolate and brand (Sahney, et al., 2013).
In the case of packaging, the elements are required to be considered for consumer behavior.
Creativity is required in packaging the product for the rich bars of goodness and making the
packaging seem irresistible. A minimalist look can be effective for attracting consumers towards
the products. In the market of Australia, the large number of different chocolates is available for
consumers which require to use the attractive packaging of product and color must vary
depending on the flavor of the bar. The logo must be matching with the packaging of the product
as brown color packaging requires the logo of golden color as metallic gold adds a sense of

luxury in products and it is effective on the chocolate bar packaging. Metallic gold works well
with other minimalist modern packaging designs with streamlined shapes, simple text and
colorful splashes (Perreault, 2018).
To manage the packaging of a premium chocolate bar, it is required to consider the consumer
behavior factors which are cultural, social, personal and psychological. Product packaging plays
an essential in buyer behavior which requires considering the quality and functionality, size,
shape, and designing of the product, target market, and brand is required for an effective
marketing tool. Relevance is considered a key factor for designing the product which includes
the selection of font, image, styling, and shape of packaging which will attract more to children
and youth to buy the premium chocolate bar.
The elements are required to be considered which also requires to gain a better understanding of
consumer behavior and it is necessary to identify and locate the target market for the satisfaction
and making the image of the product (Rong-Da Liang and Lim, 2011).

Reference
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Mexis, S. F., Badeka, A. V., Riganakos, K. A., & Kontominas, M. G. (2010). Effect of active
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