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Creating brand success through a niche marketing strategy: A case study of ‘luvit’ brand of chocolates Mishra Vivek1, Assistant Professor 1Marketing, Department of Business Management, C.V Raman Group of Institutions, Bhubaneswar, Odisha, India E-mail id: viv.mishra82@gmail.com 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 – LuvIt. 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. Top Keywords Brand success, Niche marketing, Asset-light, Strategy, Sustainability, Marketing Mix, Chocolate industry. Top | | | |
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