A brand, as defined by Woods (2000), refers to a name, sign, term, design, symbol, or some combination of these, which is used to identify the particular goods and services of the seller. It assists to differentiate the products of one seller from those of its competitors. As per the tenets of the branding theory, the company has named its brand as “Dark Delight”. It has followed a policy of naming all its brands in a manner that they end with the registered trademark Delight. This new brand bears the logo of eat right to stay light. This is used to communicate the nutritive aspects of this brand and its unique fat free attributes.
The market segment comprising of American consumers is increasingly becoming more health conscious than ever before. They continually look for and yearn for products that are tasty, appetizing, and score high on the health aspect too (Hoffmann, 2010). Research has shown that the billion dollar U.S. chocolate industry has been witnessing a paradigm shift towards those brands which offer premium products. The focus is now shifting away from the mass products which are aimed at the general market. Data published by the market research publisher Packaged Facts shows that the aggregate growth rate for the market segment of premium chocolates has been 20% on an annual basis since the year 2001 while during the same time period, the overall chocolate market grew at a meager rate of 3.9% only (Yara, 2006). It is this fast growing market segment of the entire target market which the premium chocolate brand dark Delight seeks to tap the potential of. This market segment presents a wide range of opportunities for the company and accordingly, the brand has been directed at this target market which is in the growth stage.
In line with the concepts of niche marketing and brand differentiation, the brand has been customized to cater to the tastes and requirements of the two niche segments (when the market is segmented on the basis of demographic variables) of the target consumer market – Lite Dark Delight, which is the diet version to meet the needs of the figure conscious youth generation as well as Dark Whole Delight, which has been mainly targeted to cater to the needs of the aged population, who can consume these products as substitutes for their meals. This variant is whole some and appetizing compared to the diet version which is light.
There is stiff competition to the brand from various Multi National players including Mars, Hershey’s, and Cadburys to name a few. As such, the company has to differentiate the brand from its competitors and carve a niche for itself in the minds of the consumers.
一个品牌,是指森林(2000),是指一个名称、标志、符号、术语、设计,或它们的一些组合,这是用来识别特定商品和服务的卖方。它协助区分产品的一个卖方的竞争对手。按照原则的品牌理论,该公司已任命其品牌为“黑暗的喜悦”。它采取的是一种政策的所有品牌命名的方式,他们最后以注册商标的喜悦。这个新的品牌标识的正确饮食熊保持光。这是用来交流的营养方面的品牌和其独特的无脂肪的属性。
细分市场的组成的美国消费者正日益成为更多比以前健康的意识。他们不断寻找和渴望产品可口,开胃的,分数高的健康方面太(霍夫曼,2010)。研究表明,数十亿美元的美国巧克力行业一直目睹一个范式转向这些品牌提供优质产品。现在的重点是转移出大众产品针对普通市场。数据发布的市场研究表明,出版商打包事实总增长率为细分市场的高端巧克力已每年20%自2001年而在同一时期,整个巧克力市场增长微薄的3.9%的速度只有(Yara,2006)。它是这个快速增长的市场细分目标市场的整个的巧克力品牌溢价将借助黑暗喜悦的潜力。这个细分市场提供了一个广泛的机会的公司,因此,品牌已经针对这一目标市场的成长阶段。
符合概念的利基营销和品牌差异化,品牌已经被定制以满足口味和需求的两个细分领域(当市场分割的基础上,人口统计变量)的目标消费市场- Lite黑暗的喜悦,这是饮食版本满足施工需要的图有意识的青年一代以及黑暗的整个高兴的是,已经针对的主要是迎合老年人的需要,他们可以使用这些产品,以代替他们的膳食。这变种是整个一些和开胃的饮食相比,光版本。
有激烈的竞争,品牌从各种多国家的球员包括火星,好时,吉百利集团等等。因此,公司必须区分品牌竞争对手,开辟属于自己的利基在全国消费者的心目中。
