Creating a Brand Using the Low-Budget Route: Choco-Energy

Topics: Brand, Branding, Brand management Pages: 12 (3784 words) Published: January 8, 2013
《Creating a Brand using the Low-Budget Route: CHOCO-ENERGY》

Abstract
This report aims to create a new identification brand with low budge route to enter into the Pound City Market. The overview of chocolate and confectionery market will be introduced to explain why this new identification brand is effectively. In addition, the detail explanation about Snickers brand of Mars Company will be illustrated to give a fundamental knowledge about how to create a successful or strong brand, which include brand name, brand image, brand personality, brand value. At the same time, the brand image transfer will be expressed to help create a new identification brand. At last, the report will represent the detail ideas about the new identification brand, which containing the new brand name, brand image, brand positioning, brand personality and the package design.

Table of content:
1 Introduction………………………………………………………………………...3 2 Overview of Chocolate market…………………………………………………...3 3 Choosing brand in the chocolate market………………………………………..4 4 Brands analysis for Snickers …………………………………………………….4 4.1 Brand name of Snickers……………………………………………………...4 4.2 Brand development of Snickers……………………………………………..4 4.3 Brand image of Snickers……………………………………………………..5 4.4 Brand personality of Snickers………………………………………………..5 4.5 Brand value of Snickers………………………………………………………6 4.6 Package for Snickers…………………………………………………………6 5 Brand image transfer……………………………………………………………...7 5.1 Energy booster and offer value……………………………………………..7 5.2 Ethical Brand……………………………………………………………….....8 6 Creative choice/ Brand identification……………………………………………9 6.1 New brand name……………………………………………………………..9 6.2 New brand image…………………………………………………………….9 6.3 Brand Positioning……………………………………………………………10 6.4 Brand personality……………………………………………………………10 6.5 Package strategy for the new identification brand……………………….11 6.5.1 The brand’s logo………………………………………………………12

6.5.2 Package inside and outside…………………………………………12 6.5.3 Product Identification…………………………………………………12 7 Conclusion………………………………………………………………………..13 8 References……………………………………………………………………….15 9 Appendices………………………………………………………………………17 Appendix 1: Manufacturers’ shares in the UK chocolate market…………….17 Appendix 2: The brand’s logo of new identification brand……………………17

1. Introduction
According to Mintel (2012), 49% of chocolate users stated that if the price of their favorite bar rises they would cut back on chocolate. In addition, 68% of 16-24-year-olds full-time students consider that everyday low price is one of the main factors that they would consider for a brand (Mintel, 2012). Furthermore, for those DEs and households are also the most likely groups to consider low prices as a main factor when choosing which chocolate brand to buy (Mintel, 2012). Therefore, creating a new identification brand using the low budget route in Pound City market will have a great profit space in the confectionery market. The report will base on Snickers Peanut Butter Brand to create a new identification brand. The detail explanation of new brand’s development process can be seen below, which including the new brand name, brand image, brand positioning and package design.

2. Overview of chocolate market
Although there is a decreasing trend in the number of eating chocolate as the reasons of healthy eating, aging population and rising sugar prices, the chocolate market has grown slightly by 6% over 2006-2011 to £1.58 billion (Mintel, 2011). Mintel (2012) also noted that 89% of consumers continue to eat chocolate confectionery because of its position as an affordable treat. For those users chocolate as indulgent treats allow consumers to lift their mood and satisfy a sweet craving. Chocolate market is relatively fragmented with the presence of a larger number of smaller brands, such as Mars, Cadbury Trebor Bassett, Nestle, Haribo and Ferrero and some own-label offerings manufacturers (Mintel, 2011). This can...

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LABAU, E. (2010) Snickers Peanut Butter Squared Review. About.com. Candy. [Online] Available from: http://candy.about.com/od/candyreviews/fr/snickers_pbsquared.htm. [Accessed 17/05/2012].
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MARS Official website page (2012) Brands Chocolate
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Appendix 9.1 Manufacturers’ shares in the UK chocolate market
Figure 1: Manufacturers’ shares in the UK chocolate confectionery market, by value, 2011
Source: MINTEL (2012) Chocolate Confectionary-UK-April-2012. London: Mintel International.
Appendix 9.2: The brand’s logo of new identification brand
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