Product Classification & Product Environment:

Product: Dark Chocolate for High BP Patients

Product name: Dark Drip

Brand Name: HBP

Ingredients of Product: Organic Cocoa beans, Organic cane sugar, organic vanilla bean

Size of the product: 50 grams

Sustainability: Organic, non-GMO, gluten-free, dairy-free, vegan, kosher

Price of the Product (for the domestic market): Rs.25

Price of the product (for the international market): $10

Product color: Dark Brown

Product design:
Packaging & Labeling:

Logo:

Design of Product:
Vision Statement: Our vision for the future is to become a leading international chocolate company
that focuses on providing good health by creating the finest and the most indulgent chocolates with
our spirit of innovation.

Mission Statement: For strong hearts

Segmentation:
The National Health Survey of Pakistan estimated that High blood Pressure affects 18% of adults and
33% of adults above 45 years old.
Identifiable:
Reachable:
Profitable:

Variable Grouping
Age Adults 20+
Adults 45+
Gender Male
Female
Marital Status Single
Married
Education Less than graduate
Graduate
Postgraduate
Occupation High BP Patients
Students
Professionals
Housewife
Monthly income < 35,000
35,000 to < 50,000
50,000 to < 75,000
>75000
Flavor Dark Chocolate
Reasons for buying product General gifts
 Self-gifts (reward)
Festival gifts
Sweet/dessert
Anytime snack
Source of Information about the product TV commercials
Newspaper
Magazines
Billboard
Point of sales
Word of mouth
Place of buying product General store
Supermarket/mall
Foreign trips
Number of units bought at one time Single unit
2–3 4–5
Gift and assorted pack
Frequency of consumption More than once a week
Once a week
Once in fortnight
Once a month
Only special occasions

Targeting: A greater percentage of men (50%) have a high blood pressure than women (44%).
Target audience: Men.

Positioning: The health-conscious brand

Product attribution:
Components
Attributes Product mix Price
Taste
Brand
Softness/texture
Price
Assortment/Flavors
Pack size
Packaging

New product development (NPD):

Persuasive Ad
Product reflection:

Expression Management:

Product is limited to Pakistan or for international market too?

Design Standard product;

Price policy