3. CONTENTS
Introduction
Tactical Elements Used to build its Brand
Narratives
Impact of Green and Black chocolate over
other related Brand
Green and Black’s chocolate Brand
Narrative
4. QUESTIONS
What tactical positioning elements allowed Green and Black’s
organic to build its brand narrative in order to differentiate from the
existing UK manufacturers.
What long term impact will not paying the fair trade Association
for more than one brand have on Green & Black’s positioning.
Do you think consumers are more interested in the tactics like
product and packaging of the Green &Black’s products or are these
dependent upon the long-term brand narrative
5. INTRODUCTION
Green and Black’s chocolate Limited is the leading organic chocolate brand in UK
between the 2002 and 2005 with sales rising up to £29million within the space of
four years. One of its success is due to its positioning in the market of intense
darker chocolate which was adopted and communicated by all its stakeholders.
Originally launched in 1991 by macrobiotic restaurateur and produced its first
chocolate(Maya Gold)in 1994 which carried the “Fair-trade” mark.
The brand narrative of this chocolate(organic)differentiates it from its
competitors as seen
37% almond with milk chocolate
55% dark chocolate with orange, nutmeg, vanilla and cinnamon
70% dark chocolate
34% milk chocolate
60% dark chocolate with fruits and nut
70% dark chocolate with mint fondant
Its continuous story arc shapes its product life cycle and provides longevity
6. TACTICAL POSITIONING ELEMENT USED TO BUILD ITS BRAND NARRATIVES
Brand name : Green and Black “Green” is the strict organic principal adopted to depict
healthy and ecofriendly chocolate while the “black” depicts the intensity of the
chocolate and its iconic style.
Slogan : depicting its organic trademark (about thirteen different chocolate types)
underlying tone and theme throughout its campaign promotes its prestige as not being
viewed as just chocolate but a healthy way of life.
Advertising opportunity :entering an extremely competitive market, continuous
increase brand awareness through its straight factual message
Imagery: The use of consistent logos, colors, themes help build its strong brand
narrative
Its replication of cultural meaning maps out how the brand’s positioned in the minds of its
target market. Based on Market Analysis for UK chocolate which was stated that UK is
considered the 2nd largest amongst the Europe with chocolate consumption between 4kg-
10kg market share per head. It is seen that organic market is trending for consumers.
Cadbury and Kraft has a market share 40%, Mars market share is 15% , Nestle KitKat market
share is 20.4% and Green and Black’s market share is 5% in conventional and 90% market
share in organic Source: www.marketingsociety.com
7.
8.
9. Long term impact of Green and Black’s positioning
Mark Palmer, the Marketing Director of the company says that the Green and Black’s
chocolate has successfully achieved the domination of Gourmet luxury and the healthy
organic chocolate (Burrell,2006). On the other hand, its ethics and mission on creating its
brand and competing in its own right(organic)has brought a far promising success on the
brand, its brand equity is more promising on its organic story as seen from previous
illustration.
From a company who has 15 strong portfolio of its product and paying 2% of every sale
made on 1bar out of 15 should not affect its long term positioning in the market. A famous
brand has all the features but void without a brand narrative. As discussed by Craig Sam in
his interview on You tube informed that Maya Gold has given real satisfaction to
customers but the ethical side of the brand goes beyond just satisfying customers but has
a strong background that affects the lives of people and not just satisfying.
This has given the brand a more promising niche, every successful brand who has gained a
strong brand equity is due to its strategies implemented to generate a brand name which in
turn generates more money, recognition, image and personality, awareness ,preference,
and a level of association.
10. Target audience experience is importance in marketing communication and dependent
on upon the relationship between between a source and its receiver
McQuail(2000,p,377).Narrative is inseparably persistent body that links together
human beings ,activities and communication into a story (Elliot, 2000). Consumers of
Green and Black’s chocolate are more interested the brand based on the perception its
quality, origin, self expressive nature of the brand, its strength of heritage and amongst
all its perceived differentiation from the competition of its ethical state.
