Marketing strategies of the mass-market chocolate industry
Analysis by: Smarties team
Marketing Strategies of the Mass-Market Chocolate Industry
This report evaluates the marketing strategies that are common in the UK mass market chocolate industry by focusing on four brands: Cadbury,
Galaxy, Kit Kat and Maltesers
EXECUTIVE SUMMARY
This report is an evaluation of the marketing strategies used in the mass-market chocolate confection industry in the United Kingdom (UK). The four brands this report studies in detail are Cadbury, Galaxy, Kit Kat, and Maltesers. The UK mass-marker chocolate confectionary market is the biggest in the European Union and sales are heavily reliant on a solid marketing strategy. Using the four brands mentioned above this report investigated the following, segmentation, targeting and positioning, consumer buyer behaviour, promotion, pricing, product, and placement, social media strategies, and communication strategy. Finally, this report gives critiques on the effectiveness of the marketing strategy for the four selected brands and recommendations on how they might improve.
Of the four brands studied, only Galaxy uses demographic segmentation by focusing on women but all four use behavioural segmentation by focusing on benefits sought from eating chocolate. Cadbury targets creative individuals, galaxy targets the indulgent types, Kit Kat targets tired employees, and Maltesers targets those in search of guilt free chocolate. Cadbury positions itself as a creative brand, galaxy as a treat, Kit Kat as a break bar, and Maltesers as the lighter way to enjoy chocolate
Chocolate is an impulse good and need recognition is usually stimulated upon seeing the packaging, where as information search is usually omitted or happens very quickly. When it comes to evaluating alternatives consumers, positioning and brand personality come into play.
Finally, the choice to buy or not to buy happens very quickly. Cadbury was the only brand found stay in contact with consumers post-purchase
Marketing Strategies of the Mass-Market Chocolate Industry
This report evaluates the marketing strategies that are common in the UK mass market chocolate industry by focusing on four brands: Cadbury,
Galaxy, Kit Kat and Maltesers
EXECUTIVE SUMMARY
This report is an evaluation of the marketing strategies used in the mass-market chocolate confection industry in the United Kingdom (UK). The four brands this report studies in detail are Cadbury, Galaxy, Kit Kat, and Maltesers. The UK mass-marker chocolate confectionary market is the biggest in the European Union and sales are heavily reliant on a solid marketing strategy. Using the four brands mentioned above this report investigated the following, segmentation, targeting and positioning, consumer buyer behaviour, promotion, pricing, product, and placement, social media strategies, and communication strategy. Finally, this report gives critiques on the effectiveness of the marketing strategy for the four selected brands and recommendations on how they might improve.
Of the four brands studied, only Galaxy uses demographic segmentation by focusing on women but all four use behavioural segmentation by focusing on benefits sought from eating chocolate. Cadbury targets creative individuals, galaxy targets the indulgent types, Kit Kat targets tired employees, and Maltesers targets those in search of guilt free chocolate. Cadbury positions itself as a creative brand, galaxy as a treat, Kit Kat as a break bar, and Maltesers as the lighter way to enjoy chocolate
Chocolate is an impulse good and need recognition is usually stimulated upon seeing the packaging, where as information search is usually omitted or happens very quickly. When it comes to evaluating alternatives consumers, positioning and brand personality come into play.
Finally, the choice to buy or not to buy happens very quickly. Cadbury was the only brand found stay in contact with consumers post-purchase
Bibliography: Edition. South Africa: Creda Communications Cadbury Packaging (2010) Cadbury Dairy Milk — Simply the Best (2011) Youtube online video. Cadbury Dairy Milk -- The Final Countdown Full Length Version (2011). Youtube online video. Cadbury Dairy Milk - We Will Rock You (2011). Youtube online video. Cadbury Eyebrows (official version) (2009). Youtube online video. Cadbury UK (April 27, 2012). Cadbury on Facebook. Cadbury Twitter (April 27, 2012). Cadbury on Twitter. Euromonitor International (2011) Country Report: Chocolate Confectionary in the United Kingdom. Galaxy Chocolate (April 29, 2012). Galaxy on Facebook. Galaxy Chocolate TV Commercial (May 23, 2011). Youtube online video. Galaxy Packaging (2009). Online image from Effective Design website Available URL: http://www.effectivedesign.org.uk/2009/img/packaging/4.1.3_01.jpg Jamieson, A. (2009). Dancing eyebrows advert for Cadbury’s becomes a hit.