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Chocolate Market Positioning (Mystic (Dive into a foreign realm, give away…
Chocolate Market Positioning
Exotic
"off to new places"
new tastes (spices, combinations)
explore
colonial image
customer as venturer, adventurer, explorer
Travel
new taste - chocolate like never before
Single Origin
Empathic
Immediate recognizable psychoaktive effect on customer
Be happy
Feel warm and connected
"Welcome Home"
Social Groups
Mystic
Dive into a foreign realm
give away control to the unknown
leave it all behind
sexual
conscious
"we dont know what IT is. But we have it."
Dreamland - everything goes
magic becomes possible
"A journey in a cup" (journey --> LSD trip)
Immediate psychoactive effect
Competetive Sports
Lonely Wolf
Suffering
Pain as internal catharsis
Differentiate yourself from the rest
Be Better
Disconnect
Social Sports
Connect with your Team
Master nature giving challenge together
Suffer Together
Makes Healthy, Happy & Good Looking
"It's only human"
Sport as Play
Sport produces endorphines
Sport as road to better self
Magnesium & Vitamins, Iron, ... --> great for sportsmen/women