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The Himalayan Chocolate: Brand Extension for Social Enterprise
內容大綱
The Himalayan Chocolate is a start-up brainchild of Rohan Keshewar. Stuck in Manali during the Lockdown, Rohan stayed with a family in their homestay facility. While interacting with the host family, Rohan discovered that the locals had two primary sources of income: working at a nearby farm and tourism. Apart from that, they did not have any other source of livelihood. Owing to his skills in making chocolate, he made his first batch of chocolate for the host family using local food ingredients. It began the journey of The Himalayan Chocolate with a bit of start-up investment, raw chocolate, and unique local flavors. Rohan named the brand The Himalayan Chocolate to suggest a chocolate made by the Himalayan people using local ingredients.
學習目標
By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li> Be introduced to the concept of social entrepreneurship.</li><li>Discuss brand image and brand identity creation strategy for a start-up brand.</li><li>Assess the potential of brand extension and type of brand extension for a start-up Made in India brand.</li><li>Debate on whether The Himalayan Chocolate should remain in the Himalayan region or launch nationwide.</li></ul>