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

1. IntroductionAccording to Mintel (2012), 49% of coffee bean users stated that if the expenditure of their favorite obviate rises they would cut back on coffee berry. In addition, 68% of 16-24-year-olds full-time students sh ar that commonplace low wrong is unrivaled of the of import instruments that they would consider for a tick off (Mintel, 2012). Further more(prenominal), for those DEs and households ar as full-blooded as the nearly likely groups to consider low prices as a main operator when choosing which deep embrown shop to buy (Mintel, 2012). Therefore, creating a sore appellation scrape using the low budget route in Pound urban center market im bulge have a immense profit shoes in the confectionery market. The report impart composition on Snickers earth-ball butter bulls eye to piddle a sassy appointment blade. The item commentary of commemorate- sensitive stigmas development process smoke be seen below, which including the modernis tic marque name, trademark en hatful, blemish posture and packet design.2. Overview of chocolate marketAlthough there is a decreasing trend in the number of eating chocolate as the reasons of healthy eating, aging world and rising sugar prices, the chocolate market has grown slightly by 6% everyplace 2006-2011 to 1.58 billion (Mintel, 2011). Mintel (2012) as well storied that 89% of consumers outride 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 reward a sweet craving.Chocolate market is relatively fragmented with the presence of a larger number of smaller sends, such as Mars, Cadbury Trebor Bassett, Nestle, Haribo and Ferrero and some own-label offerings manufacturers (Mintel, 2011). This passel be seen from Appendix 1 close to the manufacturers shares in the UK chocolate confectionery market. It lay outs that Kraft Foods (Cadbury), Mars, Nestle are the three hint dirts in the UK confectionary market, which victorious up 33%, 27% and 16% of market share individually (Mintel, 2011).3. Choosing grease in the chocolate marketThe researcher go out base on Snickers chump undistinguished butter form to crap a new credit station with new shuffle name, delineate photograph and mail boat to compete with current range of manufacturers own denounce. Snickers truffle butter Squared is one of the famous shits of Mars Company. Mars is a US- ground globally operating food and drink conglomerate company. Its notes in the confectionery chemical element include Lockets, Skittles, Starburst and Tunes (Mintel, 2011). Mars Chocolate is one of the worlds leading chocolate manufacturers. Its iconic brands include M&MS, SNICKERS, fall, GALAXY, damage, MILKY WAY and TWIX (Mars Official website, 2012).4 Brand analysis for Snickers Brand4.1 Brand name of Snickers BrandAccording to Chernatony and McDonald (2003) mention that brand names are perceived by consumers as beta nurture clues, which helps to reduce the need to engage in a small search for information. The name of Snickers was launched under the name Marathon chocolate in the 1990s as Mars Inc aimed at consolidating branding exercise by bringing all its corporations harvest-times under unified Mars branding and chance on its brand be recognized both locally and globally (Ezine rticles, 2012). straightaway Snickers is one of the largest confectionary single forfend in the world and slew will think of talent chuck out when they see the brand name of Snickers (Mars decreed website, 2012).4.2 Brand development of SnickersThe brand development for Snickers Brand truffle Butter Squared both has from its average nutrition but in addition from its mailboat. The calories of new Snickers Peanut Butter Squared is litter smaller than legitimate Snickers from 1.78 oz and 250 calories, versus 2.07 oz and 280 calories for the original bar. Each of th e squares are about 1.25 inches across, and 3/4 inch graduate(prenominal) (LaBau, 2010). In addition, the affectation of the packaging changes from brown toyellow. Inside of the incase, there are two pieces of chocolate bar instead of one larger bar compared with original Snickers bar. This is a kind of brand extension based on Peanut Butter chocolate category.4.3 Brand substitution class of SnickersChernatony, McDonald and Wallace (2011) stated that brand builds enable consumers to form a mental vision of what and who brands stand for. Because consumers will select a brand by observing whether the calculates that brand take aim flout the needs, hold dear and life styles of consumers. In the case of Snickers, Snickers focus on broaden its appeal from a for the most part male base to include women and senior(a) consumers. The company pays much help and invests heavily in maintaining and strengthening their brand image.One of the near effective and targeted marketing t ools for the Snickers brand at its government activity is through and through sponsoring key sporting events to squarely position it as an competency booster, one of its motto is the too large eat when you are hungry. With the driving force by the Mars Company, now Snickers stave off creates its brand image as providing the fuel and energy for the body and mind (The Irish Times business, 2000). In addition, the Snickers brand represents one of the boyish generations wishes that they want to be recognized and authorized by friends around them. Therefore, they need replenish their energies to enjoy with their friends and non go behind them.4.4 Brand personality of SnickersA brand should represent more than just utilitarian makes but also give added time values that satisfy social and psychological needs for consumers. Because intrinsic physical product with an aura, or personality will give consumers more greater confidence in choosing a brand (Riezebos, 2003). Snickers br and created its brand personality through presentation celebrity endorsement campaign with words like, Peanu perisholis, Hungerectomy, Nougtocity, Substantialicious and Satisfectellent on its outdoor billboard advertising campaign to attract the younger generation and to gain dedicate with popularity (The Irish Times business, 2000).4.5 Brand value of SnickersSNICKERSChocolate bar create its brand value by providing the fuel andenergy for the body and mind. With invade lifestyle recently and many families on the go, Snickers bar as a great-tasting insect bite that captures the essence of a portable snack brings consumers with great thingumajig and satisfies getting the most of to each one moment. When you hungry, grab Snickers bar is great to contrive the brand value of Snickers. Nowadays, the brand value of Snickers brand can be seen from its overwhelming popularity, fruition as a top-quality product and the delight in and admiration of consumers world-wide as a world lead er in the snack food category (The Irish Times business, 2000).4.6 Package strategy for SnickersMeyers and Lubliner (1998) illustrated that the package form can relegate images that influence consumer perception, appeal to the consumers emotions, and locomote desire for the product before the consumer ever reads the label or sees the echt product. In their opinion, the package is the product. In the case of Snickers Peanut Butter Squared Brand, the packaging is little flatter, shorter and wider than the standard Snickers package. The package outside for Snickers Brand Peanut Butter Squared with a golden yellow background and Peanut Butter clearly spelled out in big letters. Inside the package are two squares chocolate bar.All of those are 1.25 inches square and about 1.75 inches high up. Theres a nice ripple on the top (CandyBlog, 2010). The detail explanation about its product description has been introduced in the brand development stage. SloganSnickers chocolate bar uses more than one slogan. The slogan for Snickers chocolate bar is Hungry? Grab a Snickers Dont let hunger happen to you. Hungry? Why wait?5 Brand image transferChernatony and McDonald (2003) noted that a successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely. And its success results from being able to sustain these added values in the face of competition. In order to create a successful new realization brand, the marketers will transfer the image brand from Snickers by maintaining some good elements of Snickers brand and add some elements that Snickers brand needed to improve to compete with itscompetitors.5.1 Energy booster and Offer valueFigure 5.1 Chocolate confectionary brand personality-macros image, January 2012 According to the get a line above, Snickers have a wholesome reputation. This might attributable to its high peanut suffice as Mintel (2012) stated that Snickers is a particularly divisive brand, with the high peanut kernel likely to be a deterrent for a number of batch. Therefore, for the new identification brand, maintaining the high peanut content will be a great element to offer added value for the consumers. In addition, positioning the new identification brand as an energy booster is also of import as Snickers attracts lots of consumers with this position and this also one of the reasons why Snickers brand succeed.5.2 Ethical brandFigure 5.3 Chocolate confectionary brand personality-macros image, January 2012 According to the figure above, ethical is to be a great element for the consumers to show the brand personality for a food product. According to Mintel, (2012), consumers pay much anxiety on ethical sourcing of food. The impact of ethical sourcing will become a great element to influence consumer confidence. In addition, brands which source their ingredients ethically curiously for those with a pr emium orientation product, this would be a great element to identify their brand image (Mintel, 2012). Therefore, creating an ethical brand will also be great element for the marketer to create a new identification brand. 6 Creative weft/ Brand identification6.1 refreshing brand nameThe new brand name is CHOCO-ENERGY, which is easy for consumers to appendage the name and easily associated with the products. Meyers and Lubliner (1998) stated that a products brand name is responsible for creating memorability. It helps to build brand recognition and loyalty, as well as providing product information. For CHOCO-ENERGY, this could help to inform consumersthat this is a chocolate brand. In addition, it also notes consumers that this brand focuses on energy booster.6.2 rising brand imageChernatony and McDonald (2003) stated that brand images enable consumers to form a mental vision of what and who brands stand for. Because consumers will select a brand by observing whether the images th at brand convey match the needs, values and lifestyles of consumers. The brand image for CHOCO-ENERGY brand is to inform consumers that this brand is more than just other chocolate, it as a reflection of a way of life, where people live with energy, joyful and healthy. For the new identification brand, CHOCO-ENERGY would like to transfer a healthy and energy image for the consumers and let consumers to be treatwise for chocolate based on GDAs (Guideline periodical amounts).This new brand aims to inform consumers to be enjoyed as part of a healthy, active lifestyle. Because some of them might consider chocolate leads to obesity issues enchantment eating limited chocolate can also exit benefits for ones healthy because the elements chair in peanut butter and peanuts would benefits for consumers nutrition. Peanut butter and peanuts provide protein, vitamins B3 and E, magnesium, folate, dietary fiber, arginine, and high levels of the antioxidant p-coumaric acid. All of those elemen ts would help consumers to nourish against a high risk of cardiovascular disease (HubPages, 2012).6.3 Brand positioningAccording to Aaker (2002), brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands (Aaker, 2002, pp176).The new identification brand will target on young teenagers and positioning on creating an everyday low price and importance of chocolate brand to British consumers. According to Mintel (2012), 15-24-year-olds stand out as the most important demographic in the chocolate and confectionery market, with the highest share of agree users (91%) and also 44% of heavy users (Mintel, 2012). In addition, 68% of 16-24-year-olds full-time students consider that everyday low price as one of their main choice factors for achocolate brand (Mintel, 2012). Furthermore, there is a growing number in the population of the high usage 25-34-year-old age group as well as Abs and C2s look set to drive sales reaping in the coming years (Mintel, 2012). Therefore, the new identification brand will target on users from 16-to-34 year olds and creating an everyday low price brand in the confectionery market to attract consumers attention.6.4 Brand personalityAaker (2002) noted that a brand personality represents a functional benefits or assign that may be relatively ineffective if it lacks a visual image established in the customers mind. Brand personality for the new identification brand is that CHOCO-ENERGY not just another chocolate bar that provide sweet craving or energy for the consumers but also a brand that value for money. Because fit in to Mintel (2012), chocolate suffers from a scummy perception of value with only 28% of chocolate users think chocolate bars provide value for money. In addition, 65% of users consider that brands benefit from high trust as a main choice factor when they choose a chocolate brand.Therefore, impr oving perception of value and creating high trust for the new identification brand is emergent and significant. In addition, according to the brand image transfer part, energy booster and offer added-value are great element for the marketer to create the new brand. Therefore, this brand aims to create an everyday low price and importance chocolate brand for consumers not only value for money on price but also on product content. The product will maintain the value of Snickers brand that providing high nut content as the high peanut content likely to be a deterrent for a number of people (Mintel, 2012).6.5 Package strategy for the new identification brandTrott (2012) stated that package is a powerful selling tool for a company to contact a competitive advantage because for consumers the package is the product. Before consumers select a product, they will see the package at first. Through the shape of the package, the recognition of the brand, the color and the words, the graphic sty le and format they will have a fundamental image for the product (Meyers and Lubliner, 1998).In addition, the name, logotypetype or symbolism of the package are all unique, appropriate, and legally ownable for the company to communicate a positive and memorable image about the product (Meyers and Lubliner, 1998). These would help to provide product information and attributes to the customers. Therefore, it is critical for the company to pay much attention on the package design. Next the detail explanation about brands logo, color for the package, product identification (net weight copy, benefit statement, impression or variety identification, size, nutritional information, ingredients, distributed place, attribute description) for the new identification brand can be seen below.6.5.1 The brand logoThe brands logo refers to a uniquely shaped signature, which can be based on the brand name in some kind of unique typographical format or a uniquely styled configuration of the corpor ate initials (Meyers and Lubliner, 1998). The arranged use of the logo is one of the reasons to make a powerful brand and also is the fundamental building blocks of brand identity (Carter, 1999).For the new identification brand, the marketer will use the brand name as the brands logo. The researcher will use a script logo because this type of logo provides an image of casualness, fun, movement and entertainment (Meyers and Lubliner, 1998). This is more link up to the image of new identification brand that CHOCO-ENERGY is more than just another chocolate it as a reflection of a way of life, where people live with energy, joyful and healthy. The slogan of the new identification brand is CHOCO-ENERGY Eat health to be a part of active lifestyle.6.5.2 Package inside and outsideThe color for the packaging of the new identification brand outside will combine both brown and yellow. Because brown is deep color and often used for gourmet food and confections to communicate good taste, warmt h, and appetite appeal. In addition, this color also helps to identify the color of the product inside the package (Meyers and Lubliner, 1998). For yellow color, it looks bright and tends to communicate rest and joy. Insidethe package four cup shaped chocolate. The surface of each chocolate has a heart-style image.6.5.3 Product IdentificationEach CHOCO-ENERGY chocolate bar will contain 210 calories with a total fat content 14 gm. In addition, for its protein, sugar and sodium content will be 4gm, 19g and one hundred thirty mg respectively. The new identification brand will also contain nougat, caramel, peanuts. All of these elements will be covered in chocolate coating. profit weight copy for CHOCO-ENERGY is 42g. The benefit statement of this brand is to be treatwise based on guideline daily amount to be enjoyed as part of a healthy, active lifestyle. This brand pays much attention to balance the olfactory modality of the product to avoid the product more sweet than salty. In add ition, the product avoids making the peanut butter layer too waxy and to make the chocolate strangely flavourless. There will four pieces of chocolate cups in the package. The package will be flowrap bags. This would help to increase the product storage duration because its easy for chocolate to melt at a high temperature. In addition, it helps to improve the product security. The detail nutritional information and ingredients can be seen from A3 poster.7. ConclusionIn this report, the rise of chocolate price and the increasing growing number of own-label of chocolate brand as great reasons to explain why creating a low budget route brand is effective in the chocolate and confectionery market. In addition, the detail explanation about the Snickers brand such as the brand image that Snickers Bar provide the fuel and energy for the body and mind with slogan that the big eat when you are hungry. Snickers brand positioning from a largely male base to include women and older consumers. Snickers brand personality through launching celebrity endorsement campaign with words like, Peanutopolis, Hungerectomy, Nougtocity, Substantialicious and Satisfectellent to give a fundamental knowledge about how to create a brand. Furthermore, the brand image transfer as a great part for the report to show what elements will remain or added from the Snickers brand to create the new identification brand.At last, the new identification brand, CHOCO-ENERGY brand was created with slogan that CHOCO-ENERGY Eat health to be a part of active lifestyle to represent an image that CHOCO-ENERGY is not just another chocolate, it as a reflection of a way of life, where people live with energy, joyful and healthy. CHOCO-ENERGY positions on creating an everyday low price and importance of chocolate brand to British consumers. At the same time, elements for the package design also explained to show the new identification brand.8. ReferencesAAKER, D.A. (2002) Building strong brands. London Simon & S chuster UK Ltd.CARTER, D.E. (1999) Branding the power of market identity. New York Hearst Books International.CHERNATONY, L.D and MCDONALD, M (2003) Creating Powerful Brands in Consumer, Service and Industrial Markets, Third Edition. 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