The trends in the corporations of Pakistan are now changing, corporations often present gifts in the form of chocolates to their consumer as well as their business clients. Cadbury being the wide distributor with heavy promotion, Lindt’s exclusive distribution and light promotion and Coles with Wide distribution with light promotion. growing segments and potential target markets. Stream and Chill: How Mobile Users Are Really Watching Streaming Video Content in the U.S. Maybe this is because the Easter Egg hunts I had as a child consisted mainly of Cadbury eggs and this association with Easter has put Cadbury on a pedestal. For chocolate makers, the nature of the brand and the target audience become important to the price. What do they look for, and how do they determine which brand to buy? I am guided by the chefs who tell you to only use the best ingredients and to me they don’t seem to be the best choice. ( Log Out /  The total population of UK is divided into following age group segments: For our organic chocolate segment, we would target population ranging from year 10 to 44. Shop for almond dark chocolate online at Target. Treat yourself to uniquely flavored chocolate bars, licorice, gummy candy, mints, gums, and novelty candy from every corner of the globe. This post describes me, however when Lindt run there two for one promotions on their 100 gr blocks I am a sucker. Lindt faced a fluctuating market share, as the chocolate market is an oligopoly market and Lindt being one of the major players in it. Home brand has lower prices than Lindt and Cadbury. customising for segments) by dividing it into various segments with its various product sizes, such as: break segment, impulse segment, take-home segment and gift segment. My thinking is rather than asking the question “Whether any of these brands can step out of their segment and dominate the entire Australian chocolate market?”. STP is important in strategic marketing planning because by understanding your market segmentation, who your target customers are and how you position your brand/product in the market, you can determine your 4P’s: what products you are going to sell, the pricing strategy, how and where you are going to sell your products and lastly, how you are going to promote your products. Home brand chocolate positions themselves as the smart shopper’s choice, with more competitive prices compared to branded products. For cadbury I find them good in quality and a popular choice. For businesses that want to market to a slightly more affluent clientele, it may be important to distinguish their products by intentionally setting the price point higher, thereby conveying the idea that these chocolates are more than just common candy and instead a product of higher value. And I know that a lot of my European friends do it as well. https://www.cadbury.com.au/Products/Old-Gold-Blocks.aspx Survey respondents said they spent more money on Reese’s than any other chocolate brand included in the survey. I’m not going to look cheap and buy one of the standard brands,these ones are suppose to fancy aren’t they? Cadbury have always tried to align their products with fun, family, and good times, very clever marketing. What is your perspective of these three brands? Boxed chocolate package, e.g. He provides different product for many segments based on different ages, occupation, season and climate of Singapore. Interested in learning more? This appears to be as a result of stuffing the grocery channel with as much of their products as possible. Gold is commonly associated with luxury and wealth. For Coles/Woolworths i find it is obviously lower in cost and I would tend to use this type of chocolate in cooking. Target customers, better known as a target market, is a group of customers that a firm plans to reach with marketing efforts.Target customers may be identified for a business, brand, product, location, sales or marketing strategy. For example, brands can deliver in-app ads to people when they’re in or near grocery stores or convenience stores, in order to help convince them to make a brand purchase. . People who had bought chocolate in the last six months were asked a dozen questions about their brand preferences, why they buy chocolate, who they buy chocolate for, where they buy chocolate and how they’re convinced to choose one brand over another. It first sold its products in United States in 1905. I think your assessment about how the segmentation and targeting of the brands is quite good. Various companies are launching a wide range of chocolate varieties during occasions, like Easter. While TV ads are definitely working to some extent, mobile apps represent a huge untapped market — and opportunity. For me it has a reliable taste experience. Make a video ad parodying a current popular film or TV show, and featuring your chocolate, and place it on YouTube. I probably should. According to survey results, Reese’s and M&M's are purchased significantly more by women than men. Though I wonder which route the marketers went down to decide how they were going to market their products. I think you are right about the way in which the brands have segmented, targeted and positioned themselves. Cadbury’s may have had their originals in England, but I soon realised that “Freddo Frog” was very Australian, and part of every school’s fundraising activities. With the highly competitive market, brands would also want to differentiate themselves from others with strategic brand positioning, increasing their competitive advantage. I would ask the question “is it more profitable for any of these brand to dominate the entire Australian market?” Taking into account the amount of resources and money required to reach entire domination. Cadbury and Toblerone are less likely to be purchased by women in the future. I agree with your comment that Lindt have positioned themselves in the luxury end of the market. I would assume that they have the lion share of the market due to its availability. And Lindt to me is the luxury brand in the mainstream market. I see it as extremely well priced for how good it is and I would pay more for Cadbury chocolate than Lindt chocolate. Your assessment of the STP of the three chocolate brands is astute. So in case of Positioning these supermarkets promotion plays a major role . The report on the global chocolate market is segmented based on type of chocolate, sales category, and geography. I may need a mix box. They also used the concept of eye level shelves to a great extent to capture the attention of consumers. Target Market segments profile Cadbury chocolate targets kids between the age group of 5 to 10. When I think of luxury cocolate brands I think of haighs or perhaps koko black, but certainly not run of the mill Lindt! I think the Nestle product you are thinking of is Club. Cadbury has many products to target specific segments that cover a broad range of consumers: Pre-teen products that attract children age 9-12 (e.g. Are you one of their customers? This is the type of concept Aldi stores have taken too and they certainly made a mark in the supermarket industry when they opened shop in Australia. It soothes our cravings and gives a little kick in the day. There is a significantly lower share of chocolate purchasing from gas stations and corner stores in San Diego. This has significantly changed in the past few years, and I no longer see Lindt as a premium brand. 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