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XYZ produces popular chocolate bars and sells them to supermarkets. Its best-
selling brand is ChocDelight. It is wrapped in expensive packaging and is sold
as a luxury chocolate product. This best-selling chocolate bar has had high
and steady sales for the last five years. However, recently sales have started
to fall as it has now reached the decline stage of the product life cycle.
a Define 'brand.
Identify two elements of XYZ's marketing mix other than product.
Outline two characteristics of the packaging of the chocolate bars.
dExplain two possible reasons why XYZ's chocolate bars are successful.
e Recommend to XYZ's managers how to respond to the falling sales of
ChocDelight. Justify your answer.
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Sagot :

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