Green and Blacks
Assessment 3
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
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
References: 1) Small Biz Marketing Tips http://www.small-biz-marketing-tips.com/marketing-communication-strategy.html 2) Science Direct http://www.sciencedirect.com/science/article/pii/S1094996809000383 3) Strategic Integrated Marketing Communications: Larry Percy ;2008 4) Business School Department of Marketing; Amy Takhar 5) Lecture Notes: New Media 6) Green & Blacks http://www.greenandblacks.com/uk/home.html