ChokoLove” – A New Trademark of AVK Packed Chocolate Confectionary
By expanding its presence on the market of the packed chocolate confectionery, AVK is introducing new trademarks of the chocolate confectionery to the market – “ChokoLove” and “ChokoLove Cocktail”. The facilities of the Dnipropetrovsk and
According to Marketing Director of AVK Oleskiy Ostpachenko, the interest to the packed chocolate confectionery is attributable to its high attractiveness and active development.
"Over the six months of 2005, the sales of the packed confectionaries to the city population of Ukraine increased by 46 percent in monetary terms, as compared to the first six months of 2004”, he said. During this period АVK increased the sales of packed chocolate confectionery by 39 percent – up to UAH 46 million.
The introduction of the new trademark is to increase the sales of the Company in the medium price segment (UAH 6-13 per pack) and enhance the loyalty of the youth audience to the AVK products. The products under the trademark “ChocoLove” and “ChocoLove Coctail” targets mainly middle and upper middle class young male and female consumers up to 35 years. Currently, the medium price segment of the packed chocolate products is saturated mainly with “nostalgia brands”, i.e. confectionaries that consumers know about over the years. The results of the marketing research show however that the life circle of the majority of these trademarks in on the dowànward curve. That is why the renewal of the spectrum of the AVK products via the introduction of the new complex high quality products is a part of the business strategy of the Company.
"By offering our consumers the state-of-the-art innovative products in the non-standard packs with an original and stylish design such as “ChokoLove” and “ChokoLove Coctail”, we simultaneously circle out the products with the lowered demand. This year our Company chopped the number of the confectionery brands by 20 percent", said Oleksiy Ostapchenko.
“ChokoLove” is the confectionery made from the milk chocolate with the three types of the light fillings of nuts, chocolate and cream in square boxes with an irregular graphic design and the weight of 135 grams. “ChocoLove Coctail” is the confectionery made of the milk chocolate with the two layer cream fillings with the taste of the chocolate crème liquor and popular elite liquors – “Malibu”, “Sheridan” and “Cuantro” – in the six-angled packs weighting 300 grams.
* – Source: retail audit of AC Nielson
