Designing the Branding Strategy
Branding is a complicated exercise, as it does not focus on a particular attribute of the offering, but it focuses on a range of attributes from the designing of the product to its pricing to its promotion. The brand Dark Delight is being communicated as a consumer friendly brand which does not seek to merely satisfy its customers, but it tries to delight them. Correspondingly, the branding strategy of the company in line with the 4 Ps has been discussed below.
Product: The brand has been differentiated from its competitors as it is the brand that deals in dark chocolates only, rather than providing multiple offerings. The branded product is highly customized to meet the needs, tastes and preferences of two different target market segments that is consistent with the tenets of differentiation. As has been shown in the brand positioning map, the product has been positioned as a healthier option than the prevailing brands while it does not compromise on the taste attributes also. As part of its image of being an innovative product, it also proposes to introduce different variants of the product in periodic intervals such as the ones that include wafers, crispies, and nuts to broaden the present product portfolio under the brand and also delight the consumers by continually providing them with new offerings that offer them an assorted range of choices from which they can make their selection (Aaker & Keller, 1990).