Creating Brand Success through a Niche Marketing Strategy: A Case Study of ‘LuvIt’ Brand of Chocolates

Abstract

The case analyses the niche marketing strategy adopted by Global Consumer Products Ltd. who have entered the Indian chocolate industry by launching their brand of chocolates-Luv It. Key strategic decisions play a very vital role at the initial phase of any new product. Initial investment, scalability and sustainability are also important aspects for brand success in the fiercely competitive market. The objective of this case study is to present the niche marketing strategies through the marketing decision alternatives-4P's of the company for discussion and discuss the asset-light model of manufacturing adopted by the company