Chocobob - Chocolate Product Marketing Mix

P6 and M3 – Develop a coherent marketing mix for as new product or service

Product description

My product is called ChocoBob. It is a chocolate product made up of different flavours such as dark, milk and white. The chocolates would be made into shapes of characters from the kids’ show SpongeBob SquarePants. The packaging would contain many pieces of different chocolates with different flavours in a re-sealable box. This means that the customer is able to eat the chocolates whenever they want as they can simply close the box if they are done eating the chocolates. For example, in one row, there could be a line of milk chocolates with other flavours such as orange or mint and in another row; there could be a line of white chocolates.

The unique selling point of this product is that the chocolates are made into characters from the show SpongeBob. This is because although SpongeBob was made in 1997, it is still a popular show among kids of all ages so this product will attract them. Also, another USP would be that since the chocolate has been developed in a way where the sugar particles have been broken down into smaller pieces, this means that it would make the chocolate more resistant to heat. This also means that kids can even play with the chocolate since it would stay solid even if it is exposed to a temperature of 104F for more than three hours.

My competitors would be Nestle and Thorntons. This is because they sell products which are similar to mine. For example, Nestle sells its Dairy Box while Thorntons sells its Classic Collection. These products are similar to ChocoBob because their products are different types of chocolates lined up inside a box. Although it is similar, I think that ChocoBob is unique because the two products that are competing with ChocoBob don’t sell chocolates which can stand high temperatures. Also, the fact that kids can play with ChocoBob is also unique as this would be the first ever chocolate product that kids can play with and eat at the same time.

Target market 

The target group of this product are the children who are aged from 5 to 12. This is because since kids love to play with toys and eat chocolate, they can do both things with one product so it is very likely they would want to buy this product. This chocolate product will be priced low enough for everyone to afford it (£5). If the price was expensive, not all families would be able to afford the product and this could result in lost sales.

Gender was not an issue when picking this target market. This is because both male and female obviously love to play with toys and love eating chocolate so it would be discriminatory in a way if ChocoBob was aimed at one gender only.

Geographical locations will also not be an issue when marketing my product. This is because SpongeBob is popular around the world so even if I do start to promote the product in a small city in the UK, the product is likely to sell. For example, if I do decide to sell the product in local corner shops, it is likely that I would make a lot of sales because children are able to go to corner shops easily and purchase conveniently. I may also decide to sell the product in a supermarket since kids also love going to supermarkets because of the vast choices of products available to them.