Overview:
The two main jobs associated with creating chocolate candy are chocolate makers and chocolatiers. Chocolatiers are those that purchase
ready-made chocolate to melt, mould and package into their own design. Chocolate makers on the other hand are distinct from chocolatiers
as they create chocolate straight from cacao beans and other ingredients. Gabriel Chocolate belong to the latter category of Chocolate
Makers, who are one of the few chocolate brands who adopt this unique positioning strategy in the WA Chocolate Market. Hence, to remain
competitive in a market already saturated with numerous chocolate brands, it is important for marketers to Chocolate Makers to understand
their unique position and distinguish themselves from other chocolate brands.
This assignment requires you to write a case study based on the following guidelines provided to you.
Aim and Objectives:
1. To understand the branding issues surrounding the Australian chocolate market (Australia-wide).
2. To evaluate Gabriel Chocolate’s current brand positioning in comparison to potential competitors
Assignment Brief:
You are required to conduct a brand audit for the brand Gabriel Chocolate. Specifically, this involves doing an in-depth analysis into the
brand’s current positioning. You should discuss the following:
1) The current state of the chocolate market/industry in Western Australia/Australia. (Your research should include graphs, tables,
statistics etc)
2) Gabriel Chocolate consumer profile – you will need to look at this in terms of segmentation bases.
3) Identify and compare Gabriel Chocolate and its competitors Points of Parity (POP) and Points of Difference (POD) (Please compare at
least TWO competitors. Please ensure that the brands that you choose can be found in Western Australia.)
Finally, based on your findings above, evaluate Gabriel’s chocolate current positioning in the Western Australian Chocolate market and
provide at least THREE recommendations on how Gabriel Chocolate can improve on or better achieve a stronger position in the market.
Mandatory:
Brand management concepts and theories will need to be incorporated into the report.
• Maximum 1500 words. (excluding references and Appendix)
• Pictures, tables, statistics, and external resources are strongly recommended
• You must include a minimum of 5 academic journal references. Textbooks are not considered an academic reference although it is expected
that you will refer to it for basic theoretical concepts. Please clarify with your respective tutor if you are not clear on what an
academic reference is.
• Please ensure that you provide justifications for the use of relevant branding concepts, theories and models in your discussion. This is
an APPLICATION assignment. You will not get any marks by simply providing a description.
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