Passage 2: #45-#50 Even though Simple Delights premium chocolates are an upscale version of the original Simple Delight chocolates, they still don’t quite compete with the top premium chocolate brands. An example of why this is true is because Moon, the company that owns and makes Simple Delights chocolates, already has a very good premium brand that actually competes with the top brands in the premium section. At the same time, consumers are becoming more and more demanding, and making a product that is more special will satisfy their higher demands. One of the major competitors of Simple Delights premiums is Star’s Biss. This is a premium brand made by Star, and it actually is a chocolate that came out just a little bit before Simple Delights premiums did. Both products look somewhat similar in their presentation, but Star’s Biss usually comes in a bag and unlike the Simple Delights premiums, every piece of chocolate is individually wrapped. Despite the bag, they are both portrayed in a pretty elegant manner. The way the Star’s Biss was marketed is very interesting. They had 10,000 “Star’s Biss chocolate” parties, where they introduced their product to the people. After that, word of mouth was a huge factor. Of course, they also used the media to promote the product, but they relied mostly on the parties all around the United States. At the same time, Star’s Biss has promoted its chocolate by sponsoring events such as the “Star’s Pink Party” which is made to raise awareness about breast cancer. For some time, they also had limited-edition Star’s Biss chocolate, where there was information about breast cancer and the logo for the NBCA (National Breast Cancer Association) on the packages of the product. This shows their customers that they care for issues like these and want to help. They also promote the product in popular (mostly women read) magazines such as Beautiful magazine and Parson’s magazine.