What is The Day Chocolate Company's brand positioning?

Marketing - Day Chocolate Company case study

Divine Milk Chocolate: Heavenly Milk Chocolate with a heart - the first mainstream Fairtrade bar which taste tests well with the market leaders.; Target market: women 18-plus ABC1 category
Darkly Divine: Single bean origin 70% cocoa dark chocolate, rich and smooth ideal for indulging and gourmet cooking.; Target market: women 18-plus ABC1 category
Dubble: Dubble with added Comic Relief - Smooth milk chocolate crispy crunch bar guarantees fair play for cocoa growers = dubbly good!; Target market: youths 7-plus and mums/parents