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.
[...] Another reason for not including the price will be because of the nature of the product, i.e. chocolate bars. Indeed, one assumes that they are reasonably cheap. The two main pricing strategies used by these companies in this industry: The most common one is market penetration. Chocolate bar makers will want to increase their sales within an existing market, they will therefore need to use more aggressive marketing techniques (Appendix 5). Promotional pricing is other pricing strategy used to reinforce existing chocolate bars, one get one free” for example. IX. [...]
[...] A chocolate bar will fulfil that need. However, this image is very strong. It is violent in order to appeal to male customers. It has to do with men's hunger equal to animal's ones. Thus it reinforces the idea that a man needs to eat food that will satisfy his hunger and not because it is healthy or good for you. It would encourage men to be even hungrier when watching this picture. The deliberate violence in this advert has an aim to strike people in order for them to remember the brand. [...]
[...] Strategy When it comes to analyzing the chocolate bar industry according to Porter's five forces model, we can clearly see that it is highly competitive. Indeed, knowing that throughout the world, more than 250 different chocolate bars are available, we could expect the threat of a new entrant in the UK as companies may want to expand and sell their bars where they are not available yet. Chocolate bars are sold in many places such as newsagents, petrol stations, supermarkets, specialised shops (Woolworth) . [...]
[...] It will make customers buy a chocolate bar if they need to eat something. That is why advertisers use many sexual allusions so as to draw a parallel between the same kinds of impulses. (Kinder Bueno), (Mars Delight). It is important to mention that chocolate bars are products that bring joy and delight to people. Therefore using temptation in the adverts would imply that one does not need to be hungry to buy a chocolate bar. Whatever the reason, it will satisfy you. [...]
[...] The promotion strategy, followed by the chocolate bar makers, is mass marketing. Indeed, they want to target as many people as possible using all types of media (radio, TV, internet, billboards). To promote this product in the best way they will: Show similarities between the communicator and the targeted market. For instance men want to identify to a strong virile person (Appendix 23). For instance, men will want to identify to strong personalities such as Barracuda in Team”. Women will want to identify themselves to thin communicators. [...]
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