After identifying our target market as people aged 16 to 39, we now have to decide on how to positioning our brand in the minds of our target consumers. Our goal is that the positioning will prove effective both today but also in the long term. To achieve this we have identified the competitors and our target market, how we differ and what are points of parity are and lastly summarize this in our brand mantra. Our two graphs summarizes all of these aspects.

 

 

We identified our main competitors as the three you can see in the table. We applied the industry approach when we analysed our competitors from a chocolate dessert point of view. As a result we also consider other companies similar to Starbucks and Haagen Dasz also due to their natural role as close substitutes to the Max Brenner Bar concept. We have also analyzed the appropriate points of differences (PODs) and points of parity (POPs) based on the frame of reference. The PODs fulfil the criteria, and is what we strongly hope the consumers associate with Max Brenner, and only Max Brenner. Nonetheless, the POPs are essential to our industry such as the quality of our supplementary products as coffee and other offerings.