SUCCESSFUL BRANDS IN ROMANIA. CASE STUDY: KANDIA CHOCOLATE
SUCCESSFUL BRANDS IN ROMANIA. CASE STUDY: KANDIA CHOCOLATE

Summary/Abstract: In an overcrowded market every brand faces the challenge of differentiating and positioning itself in the mind of the consumer. The chocolate field is no exception, it being a highly competitive market that requires brands to have well consolidated identities and promotion strategies. Taking into account this aspects, our paper aims to analyze the positioning strategies of a Romanian chocolate brand, Kandia, in order to find out what types of strategies helped it become a successful brand. Using case study as method of research, firstly we analyzed the way Kandia positions itself on the market, its target audience, product range. Then, a brief examination of Kandia’s organizational culture: values, history, mission, vision, was done, followed by an analysis of its image, relationship with the customer, stakeholders and product strategy. Our findings reveal that Kandia, positions itself as a medium price elegant and smooth chocolate that targets its audience mainly through campaigns that associate the chocolate with love and affection, having bold promotion campaigns. Kandia has a well established visual identity, it focuses on promoting its dark chocolate and its relationship with the consumers is mainly based on honesty and trust. Therefore, because of its strong identity and personality, Kandia managed to differentiate itself from other similar brands and create positive associations among people and its brand strategy could be used as frame of reference by brands who want to improve and be more successful.

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