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'.

b) Identify two elements of XYZ's marketing mix other than product.

c) Outline two characteristics of the packaging of the chocolate bars.

d) Explain two possible reasons why XYZ's chocolate bars are so successful.

e) Recommend to XYZ's managers how to respond to the falling sales of ChocDelight. Justify your answer.