Chocolate Bar Industry

Résumé du document

This report focuses on the chocolate bar industry. Products are tangible and their core element is the chocolate itself, the formal element is the brand and the augmented product could be the guarantee of complying with health and safety regulations. Dominant companies in the chocolate confectionery market are the ones that target every segment of it.

The chocolate bar market can be divided into three segments: men, using adverts with masculinity such as Yorkie and Snickers; women using adverts with escapism and sexual allusions Bounty, Flake, and Twirl.

Finally, a segment which includes everyone, using a mass marketing strategy with humorous adverts such as Kit Kat and Mars. The selected adverts appeal to the segment they target. It is important for the companies to analyze the possible interpretations corresponding to their adverts.

Extraits

[...] - The core product would be the chocolate itself. Its purpose would be to satisfy an impulsive need. One will want to eat something sweet, cheap and accessible everywhere to satisfy one's hunger or it could just be by greediness. They are named convenience goods - The formal product would be the brand. Indeed people will be more inclined to buy the brand Twix rather than the Tesco chocolate biscuit bar which has no real big difference with the initial product. [...]

[...] These companies use a concentrated marketing strategy. Women “Women are the key to chocolate advertising,” according to Rita Clifton (The Times 2004), the chair of Interbrand's branding agency. “They are not only important consumers in their own right but they also act as gatekeepers to the rest of the family. So it's important to get the approach right”. Brands such as Bounty, Flake, Twirl, offer women the opportunity to break away from the real world by entering a new one thanks to chocolate. [...]

[...] one can have tooth decays. People actually thought lung X-Rays should be placed on cigarette packs to discourage purchases. This goes to show this advert was not successful. Furthermore, the Bounty advert shows a woman on the beach; the bars of chocolate are taken from her bottom. Advertisers wanted to emphasize the deliciousness of a woman's shape as a link to the actual chocolate. However, this may hint that women should avoid eating chocolate if they want to keep a nice figure. [...]

[...] They are thus, compared to one another. Chocolate bars positioning map The ordered: price The abscissa: age Prices were captured in hypermarkets in 2008. Prices in a vending machine are equivalent to approximately 60 pence whereas they differ in shops. V. Consumer buyer behavior Chocolate bars are supposed to be cheap products, frequently purchased by the customers. The level of risk concerning those purchases is low; therefore buyers do not need to make a rational decision when buying them. There is no point in spending too much time in buying something that presents a low risk. [...]

[...] The aim is to make people remember the brand by hammering a song into their mind. Whenever someone refers to the song, it will be called the ‘Snickers Song'. This is done on purpose; whenever the song is mentioned, people will remember the brand. The same idea is presented by the Kit Kat advertisers in the advert (Appendix 27). By using the same kind of technique, Kit Kat advertisers came up with a slogan that is linked to the product: ‘Have a break, have a Kit Kat' (Appendix 28). [...]