Green & Blacks
Green & Blacks are a company that was founded in the UK, specializing in making organic chocolate. To add to their roster of quality products the company also make ice-cream and biscuits. The name ‘Green & Blacks’ represents what the whole company stands for which is to produce a more natural and organic chocolate. The ‘Green’ in the title conveys a more ethical way of living and the ‘Blacks’ conveys the cocoa beans from which they are made from.
The brands target markets are consumers who like to eat chocolate but prefer to consume more of the luxury chocolates rather than the common ones; for example, Mars bar, Snickers, Twix etc. Another target market for the brand is for the consumers who are more conscious of the healthier chocolate in which it derives from. As a whole, Green & Blacks initially started in West London, which could lead to the belief that its target consumer was one that were quite wealthy and that could easily afford the lavish chocolate. Potentially consumers could fit into the socio economic groups, C2 C1, B and A. The brand noticed there was a gap in the market and totally capitalized by making chocolate that doesn’t have different chemicals in them. An important public that is associated with Green & Blacks is the Government public. This is evident because without any legislation and legal procedures, the cocoa beans which are being shipped from Belize would not be allowed into the country. This would only result to the company failing and essentially being out of business. Consequently, Green & Blacks have to coincide with the government so that their company can continue to progress and generate high revenue. They have to be specific and notify the government when the shipping will take place and how much weight of cocoa beans they are expecting. Without doing so, the company could be prosecuted for smuggling goods into the country. The financial publics could be an issue to the company, due to the fact that the economy is not doing so well right now. The cost of shipping the cocoa beans over and manufacturing them into chocolate will be costly. The fact that they are a luxury organic chocolate company allows them to charge a higher price so that all the profit they make can go back into the developing of the chocolate and different types of promotion. The company need to be aware that some of their customers could have been made redundant, so they might not be able to afford such luxuries anymore. This could be an issue for the company. The media publics could also add pressure to Green & Blacks but also create opportunity in the sense of upholding their reputation and always keeping their name in the media and letting consumers know that they are still a well known company. In terms of adding pressure to the company, media has the power to make or break a company. It is the media that tells consumers about the product. Whether it is advertising, promotion or PR, media publics have a crucial part to play.
Green & Blacks adopts a differentiated approach to positioning because they have found a specific benefit that differentiates themselves from competitors by making organic products. The fact that Green & Blacks were the first company to make organic chocolate tells consumers that they will and can deliver better than any of its competitors. They have effectively integrated brand touchpoints so that is doesn’t contradict the method of positioning they use. Green & Blacks Pre-purchase experience enables them to draw in consumers who have never tried the product before. It also contributes to keeping existing customers. They do this by offering out samples to the public around different major UK supermarkets. This relates back to the positioning, due to the mere fact that they are offering a product that is the first of its kind, organic chocolate. The company have also capitalised on advertising through incorporating...