New Strategies for Lovechock's Vegan Chocolate

Students from Macromedia University’s Munich campus developed innovative strategies and campaigns for the brand’s future positioning in Germany in an exciting practical project in cooperation with the vegan chocolate manufacturer Lovechock.

The project offered students from bachelor’s and master’s programs the opportunity to apply their acquired knowledge directly in practice and gain valuable experience working with a real company. The project focused on how Lovechock can better position itself in a dynamic and competitive market in the future. Taking the current brand positioning into account, the students analyzed which target groups should be the focus of future marketing activities. They created detailed profiles of potential customers and analyzed their needs and preferences. Another important component of the project was the proposal of new flavors specifically tailored to the defined target groups. Furthermore, the students developed comprehensive branding campaigns with concrete measures and communication strategies designed to ensure success. Lovechock was impressed by the high quality of the strategies and campaigns developed. The practical relevance of the ideas and the in-depth analysis of the target groups were particularly well received.

“Some of the suggestions are so concrete that we could theoretically implement them directly,” said Mareike Lott, Marketing Manager at Lovechock, praising the students at the final presentation. The project, which was supervised by Prof. Dr. Mohamed Badr, Prof. Dr. Falk Morawitz, and Carsten Bickhoff on behalf of the university, was a complete success for everyone involved. The students were able to gain valuable practical experience and apply their theoretical knowledge in a real corporate context.