Coventry University
Market Place Analysis
Applied Advertising
Fiona Oudeman
0
Faculty of Business Environment and Society
Contents
INTRODUCTION ................................................................................................................................... 0
CHOCOLATE CONFECTION IN THE UK ........................................................................................ 1
STP .......................................................................................................................................................... 2
Segmentation ......................................................................................................................................... 2
Targeting ................................................................................................................................................. 6
Positioning .............................................................................................................................................. 8
Competitive Perceptual map: ............................................................................................................... 8
BCG MATRIX MODEL (UK based) ................................................................................................... 9
USP ........................................................................................................................................................ 10
Cadbury Crème Egg USPs: ............................................................................................................... 10
Snicker’s USPs: ................................................................................................................................... 11
AD ANALYIS FOR CADBURY CRÈME EGG ................................................................................ 13
AD ANALYSIS FOR SNICKERS ...................................................................................................... 17
Consumer Behaviour Theory ......................................................................................................... 23
LEVEL OF INVOLVEMENT ............................................................................................................... 23
DMU ....................................................................................................................................................... 24
DMP ....................................................................................................................................................... 24
External Influences ........................................................................................................................... 25
APPENDIX ........................................................................................................................................... 26
REFERENCES ..................................................................................................................................... 29
INTRODUCTION
This report will analyse and criticise how two main chocolate confectionery brands have
targeted its market place.
Including their STP process and strategies, the consumer’s perception of the brand, their
unique selling points used to differentiate themselves from competitors, an analysis of a
recent campaign and how they’ve approached their target market with it, media consumption,
consumer behaviour and how it influences the brand and also influences from the outside.
Mondelez: Cadbury Crème Egg
Due to the wide range of Mondelez products, in this report we’ll mainly focus in Cadbury
Crème Egg and Bournville & Silk. With these two products we’ll be able to compare and
differentiate their target markets more easily.
Mars Incorporated: Snickers
This report will be mainly focused of Snickers chocolate bar and also Galaxy to compare and
discuss their target market.
CHOCOLATE CONFECTION IN THE UK
The chocolate confectionery market has been growing fast in the last ten years (Ford, R.
2014). With a 25.7% growth from 2008 to 2013 it expects to still growing modestly in between
2013 and 2018, probably because of its popularity as a treat amongst consumers.
Leading brands & product:
Mondelez
Cadbury Dairy Milk
Mars
Galaxy
Mars
Mars
Mars
Maltesers
Nestle
Kit Kat
Mars
Snickers
Thorntons
Thorntons
Table 1.Richard Ford. (2014). Chocolate Confectionery - UK - April 2014.Available:
http://academic.mintel.com/display/702913/. Last accessed 18 Feb.
1
STP
Segmentation
Dibb et al. (2014) defines segmentation as a process that divides the population into smaller
and more homogeneous groups with similar likes and characteristics.
Behavioural:
Purchase Occasion
As we can see in Figure 1: Easter is the second most popular occasion where chocolate is
purchased as a gift-giving ritual (Ihekweazu, V. 2010).
Cadbury Crème Egg can be purchased as an impulse throughout the year or as a gift for
special occasions (Mainly Easter) (Mintel Oxygen 2010).
Figure 1: Chocolate confectionery purchase occasion 2010. Source: Mintel Oxygen
In case of Snickers, their purchase occasion is not seasonal. And it is seen as a product
consumers buy for themselves rather than to give to anyone on a special occasion. This
means the purchase occasion can be on an impulse throughout the day, which explains why
Snickers are available in any convenience store and in the exit of any supermarket
(Snickers.com 2015).
Benefits sought:
The benefits expected from a Cadbury Crème Egg anytime of the year, is an immediate
satisfaction of any craving or need of snacking or sweets, which will also find satisfaction and
joy in it (Price, A. 2012).
From a parental perspective and applying the theory of classical conditioning (Pavlov 1902) in
consumer behaviour, parents might look in Cadbury Crème Egg a way of rewarding its
children for their good behaviour. (Rescorla, R. & Holland, P. 2004)
2
The benefits expected from Snickers would also be the immediate satisfaction and stressrelease after a tough day (Snickers.com 2015).
Snickers want the consumer to know they are available for them to relax and enjoy of a nice
and tasty chocolate bar when hungry or in a rush. With its chocolate bar the consumer can
“chill and calm down” when stressed and moody.
But as we can see in Figure 2, the benefits of both are not just satisfying a chocolate craving
or the joy of it. It also satisfies the ritual of gift-giving and pleasing a friend or relative. This
ritual is more emphasised with Cadbury Crème egg than Snickers (Ihekweazu, V. 2010).
Figure 2: Gift-giving ritual in the chocolate market 2010. Source: Mintel Oxygen
Usage:
The frequency of Cadbury Crème Egg’s usage is narrowed to a once a day or once in a while
treat, also depending on the rate of impulse of each individual (Wong, H.; Tu, Y. & Lin, M
2010).
This can also be applied for Snickers, as a once a day treat to eat in between meals. It is
basically, a little snack to keep going when hungry.
Although Cadbury Crème Egg can be impulsive purchased any time of the year, it is mainly
and most of all purchased on Easter.
Cadbury takes Easter as an advantage to launch a wide variety of Cadbury´s chocolate eggs:
from Cadbury egg’n’spoon (more targeted to families), Cadbury egg head (to younger kids),
mini crème eggs to also Cadbury Easter bunnies and caramel eggs (See figure 3). Which will
be used more as a gift to children for Easter rather than an impulsive once in a while buy
(Cadbury.co.uk 2015).
3
Figure 3: Cadbury Creme Egg expands range of products for Easter
(Cadbury.co.uk/products)
Snickers also diversify its variety to make it more appealing and also to keep on trendy and
innovating. From their latest Snickers bites, peanut butter and EGG to Almonds and even Ice
Cream (See appendix 4).
Demographics & Geo-Demographics:
Cadbury Crème Egg segments children and also young teens from 16 to 21 year olds from
areas and regions where snacks are more predominant as a gift-giving ritual (Ihekweazu, V.
2010).
Families might purchase it to remunerate children or younger teens, while young adults (aged
form 16 to 21) might buy it as an impulse purchase (which is why we can find the product in
convenience stores and in the exit points of supermarkets) (Cadbury.co.uk 2015).
Snickers is a good case of how a brand can position itself and differentiate from other
chocolate bars with their gender segmentation to young males. It segments males from 18 to
24 years old from a middle class and education who are used to snack in between meals and
were they buy by impulse rather than by rational purchasing behaviour (Rook, D. & Fisher, r.
1995).
Geographics:
Cadbury Crème Egg can be found in Asia pacific, Eastern Europe, Middle East and Africa,
Europe, Latin America and North America (Cadbury.co.uk 2015).
In within the UK, Crème Egg is normally sold in areas where snacks and junk-food are more
predominant, and where consumers tend more to buy by impulse or by the gift-giving ritual
(Wong, H. et Al. 2010).
Snickers can be found in over 74 countries all over the world. The product is quite
homogeneous and it is sold in the same package internationally (Snickers.com 2015). In
comparison with Crème Egg, Snickers is more predominant as an impulse purchase rather
than as a gift (Wong, H. et Al. 2010).
4
Psychographics:
Loyalty:
Seen the high level of competition in the chocolate market, Cadbury Crème Egg seek not just
new costumers but also to retain the ones it already has with offers and games leading the
consumer to play and enjoy the experience more (Cadbury UK 2015).
For example Cadbury crème egg also has a collectable Cadbury Crème Egg Corgi VW Van
(See Figure 4) which is a fun and effective way to engage and entertain their youngest target
(Cadbury.co.uk 2015)
Figure 4: Crème Egg Collectable Corgi VW Van (Cadbury.co.uk)
In case of Snickers, it also plays an important role in getting new customers and retaining
them. Their strategy is to use celebrity endorsement (with celebrities such as Mr. Bean,
Rowan Atkison, Mr. T.; Aretha Franklin and plenty more) in order to engage with the audience
and retain them for longer (Byrne, A. et Al. 2003).
Figure 5: Snickers Celebrity endorsement with Mr. T 2006 Source:
Snickers.com
Lifestyle & Personality:
Cadbury Crème Egg identifies an active out-going lifestyle of fun and young teens. The
product encourages joy and fun when cherishing great moments of life (Wong, H.; Tu, Y. &
Lin, M 2010).
Snickers is mainly segmenting young males with a strong character. They are segmenting pip
group leaders who are social, out-going and very influential with a strong made opinion
(Snickers.com 2015).
5
Targeting
Targeting is the process of selecting a segment and serving it with the company’s marketing
mix (Jobber 2009).
As said before Cadbury Crème Egg differentiates its market making it more approachable to
tweens, teens and generation Y (16 to 21 year old). Their product can be aimed to children
who will convince their parents to buy it (T. Balcarová ; J. Pokorná. 2014) and also aimed to
teens from generation Y who will buy it as an impulse.
Product packaging and
features are well
targeted and appealed
to tweens, teens and
young generation Y.
Figure 6: Cadbury Creme Egg Product (Source: Cadbury.co.uk/products) 2015
Cadbury also targets other segments with different products, for example, to make sure they
reach a higher class; Cadbury has its´ finest Bournville and silk chocolate, which is more
expensive and targeted to a higher wealthier class.
The looks and
packaging transmits
more seriousness
which is appealing for
a generation X of
wealthier higher
class.
Figure 7: Cadbury Bournville & Silk chocolate (Source: Cadbury.co.uk/products) 2015
6
Snickers target a differentiated market of young males in between 18 and 24 years old who
will purchase the product by impulse or craving.
As seen in Figure 8 Mars Incorporated uses Snickers to segment their male target audience
while they use Galaxy to segment their female market (See figure 9) (Mars Incorporated
2015). This way the brand can approach both markets under different sub-brands.
Figure 8: Snickers Chocolate Bar (Source: Snickers.com/Snickers) 2015
The colours and
typography reflect well
how they have targeted
to young males (18-24
year old).
Figure 9: Galaxy Chocolate Bar (Source: Mars.co.uk/products) 2015
The typography is smoother and
more delicate which reflects that is
female oriented.
Observations: Although the colour
is lighter, it doesn’t necessarily
reflect a female market (It is quite
standard and neutral).
7
Positioning
Ries & Trout (1981) defined positioning as “not what you do to a product; but what you do to
the mind of the prospect.”
Cadbury Crème Egg Positioning
Snickers Positioning
Cadbury Crème Egg positions itself as joy.
The consumer perceives the product as
synonym of fun, cheerful and joyful moments
of life. Cadbury tries to engage with the target
in a friendly approach, with vivid advertising
campaigns and fun typography which
engages and makes the relation more
interactive! (Including QR Codes, the
“personalise your own Cadbury Crème egg
heads!” and even doing contests of the fan of
the day) (Cadbury 2015).
In case of Snickers, they position themselves
as rough, masculine, tough and even angry
(Mars Incorporated 2015). The brand tries to
engage with the male market reflecting what a
man is expected to be, using factors of
masculinity, attitude, confidence and the
stereotypical image of a tough man. This can
be quite sexist due their defined stereotypes
and gender differences (Waxman, O. 2014).
This position of Snickers is very well reflected
in the product packaging, the typography, the
way of communicating the product in the
adverts and the promotional offers given (As an
example giving tickets to football matches)
(Snickers.com 2015).
Competitive Perceptual map:
HIGH QUALITY
LOW
PRICE
HIGH
PRICE
LOW QUALITY
8
BCG MATRIX MODEL (UK based)
Cadbury’s Star: Cadbury Crème Egg
Mars Inc. Star: Galaxy
Nestle: Chokito (Not successful here in the UK
but it is in other countries).
Cadbury’s Cash cow: Cadbury Dairy Milk
Mars Inc. Cash cow: Maltesers, Kit Kat, Mars
& Snickers
Cadbury’s Dogs: Cadbury Double Decker
Mars Dog: Topic
9
USP
Any product has a unique selling point. What most companies want is to be unique, to offer
customers something valuable that competitors don’t have (MacMillan, I. & McGrath, R. G.
1997).
Cadbury Crème Egg USPs:
Cadbury as a whole has one mainly USP which makes it instantly recognisable and
differentiates it from competitors: its colour and typography (Cadbury World 2015).
Cadbury’s products are purple, and thanks to its powerful advertising campaigns the brand
has attached itself in such a level than consumers can link the brand just when seeing the
colour purple (This follows Pavlov’s’ theory of Classical conditioning 1902).
But what makes Cadburys Crème Egg special and different compared to the other products of
Cadbury?
Cadburys crème egg is recognisable because of its purple and yellow colours, its typography
and rounded packaging, which makes it very appealing to its target market and is also used to
differentiate the product and make it more “fun” (Cadbury.co.uk 2015).
Colour: Purple (USP of the brand)
Yellow & Red (USP of the
product)
Typography: Vivid colour, curved
and different sized (Makes it
informal, more joy and “have fun”
ideal)
Packaging: Rounded
(Differentiates product from most
competitors and also makes the
product more fun).
Cadbury knows how to differentiate each of its products and make them more appealing to
their target. For example their Bournville & Silk Chocolate comes with a more traditional
package and more subtle and clean typography, giving a more high standard and classy
image which will be more appealing to their target.
Colour: Black (Makes
it more serious, clean
and classy)
Typography: Clean,
straight and smooth
(Gives an extra
classical view)
Packaging:
Traditional Chocolate
packaging (Good for
their target)
10
Snicker’s USPs:
Mars Incorporated has a strict and strong belief in
responsible marketing (Mars Incorporated 2015). As an
example the first announcement that pops-in the screen
of the website is to check the age of the user to make
sure there’s no under 13 year olds (See figure T) Which
is as they call it “Our promise”.
Figure 11: Snickers under-aged policy of responsible marketing protection (Source:
Snickers.com) 2015
Snickers uses its’ responsible image to differentiate the brand from its competitors and to
show to the public that it “matters” for them.
Mars Incorporated uses a special colour and typography for Snickers, so that differs from the
other brands and its competitors (Mars.com 2015). (See Figure R)
Colour: Dark Brown with blue letters (These colours can be defined
as very masculine)
Typography: Blue Caps-Lock (Which can be interpreted as outloud aggressive and strong attitude typography, which is good
considering their target).
Packaging: Standard plastic and thin packaging (Easy to rip, but
not specially used as an USP for Snickers)
Extra observations: Maybe they could change the package to add
and differentiate their chocolate bar from competitors.
11
Mars uses their corporate image to
develop a clean and more responsible
image that benefits their sub-brands
(Snickers Included); they call it the 5
principles:
“The Mars Five Principles of Quality,
Responsibility, Mutuality, Efficiency
and Freedom are the foundation of
their culture and approach to
business”.
Figure 12: Mars Incorporated 5 Principles (Source: MarsIncorporated.co.uk) 2015
12
AD ANALYIS FOR CADBURY CRÈME EGG
Cadbury Crème Egg approaches their target market mainly through TV and Social Media,
and then reinforces their message with outdoor media, printed media and also a good PR
(Cadbury.co.uk 2015).
To approach teenagers and generation Y they have made a recent advertising campaign
called “Have a fling with a Crème Egg”. The main objective of the campaign is to make the
customers perceive the product as “loved”.
TV Ad
http://www.youtube.com/watch?v=rDURT0Nrm_4
The Main TV advertisement lasts 30 seconds and contains a flirty conversation in between a
young man with a poster of an egg.
Objective: Product association
with humour, love, funny,
unexpected and surprise
(Classical conditioning, Pavlov)
Target audience: Young
generations (Gen Y and
teenagers)
Appeal used: Humour
USP: Out of standards, different
way to approach the audience.
Plays with appealing the
humorous and comic audience,
and associate the product with it.
Figure 13: Screenshot of Cadbury TV advert (YouTube Cadbury, 2015)
th
Here ‘til 20 April: Reminder of
its’ seasonal nature and takes it
as an advantage: urges purchase
13
Colour: Yellow (Such as the product)
Typography: Caps Lock (Which shocks more
and emphasizes the urgency)
Links: Facebook (Social Media share and
comment)
Extra observations: The advertisement doesn’t
show the actual product, just the image of it. This
is due that their objective is to attach humour to
the product and not to sell the product itself.
TV Ad 2
http://www.youtube.com/watch?v=-WBBft0klzM
The second TV advert is 10 seconds long and shows a young girl not wanting to accept she
has to finish her relation with a Cadbury Crème Egg.
It follows the same patterns
as the initial advertisement.
Extra observations: The
clothes she is wearing are a
reflection of the audience
targeted (Young teens, fun,
social individuals)
Also the fact that she has to
“end up” their relation can
indirectly emphasize in the
urge of purchase because of
its’ seasonal nature.
Figure 14: "Have a fling with a Crème Egg" Cadbury Crème Egg Ad
Campaign (Source: Youtube.com/Cadbury) 2015
Objective: To reinforce Ad1 and
the main objective of associating
humour, love and
unexpectedness with the product.
(She is in “love” with the product)
Target Audience: (Same one)
Gen Y and Teens
Appeal: Humour
USP: Different and unexpected.
14
SOCIAL MEDIA
Social media is the second
main platform used for the
campaign. The TV ad links
their official Facebook page,
and once inside the Facebook
page we can see their
Twitter, YouTube channel
and other different media
platforms which makes it
very approachable and closer
to their target market
(Generation Y are very
attached to digital and social
media) (Cadbury.co.uk
2015).
Figure 15: Cadbury Crème Egg Official Facebook Page (Source:
www.facebook.com/cadburycremegg) 2015
Figure 16: Social Media used for Ad campaign "Have a fling with a Crème Egg" (Source: Cadbury.co.uk) 2015
Merchandising: Pillows, cups and
bracelets featuring a photo in a heart
shaped mosaic with the person and a
Cadbury Egg in it (Humorous appeal of
the love relationship in between
customers and the product).
Social platforms, shares, and
interactive communication.
Also a Crème Egg App, games
and gifts.
15
OUTDOOR
Objective: Remind and reinforce
the urge to purchase the product.
Remind to take action
immediately.
Target Audience: Generation Y
and teens
Appeals: More straight forward,
more informational and letting the
consumers know there is no time
to loose.
USP: Colours used are Purple
and yellow as the products
colours.
Extra observations: Typography
used is in Caps Lock which
shocks more and emphasizes the
“time” factor. The advertisement
gives the message a sensation of
on a rush, without time to loose,
take action immediately.
PR
Press Release announcing a
consumer changed his second
name to “Crème Egg”. Positive
advertisement to enhance the
level of attachment in between
consumers and the product
Figure 17: Cadbury Crème Egg advertising poster
16
AD ANALYSIS FOR SNICKERS
Snickers advertising campaign analysed is called “You're not you when you're hungry” which
is mainly focused on TV and Social Media, and it’s reinforced by outdoor media and also
some printed media.
The main aim of the campaign is to remind and persuade users to consume Snickers when
they’re not feeling themselves, when they’re grumpy and moody, which aim has been
reflected in a very impressive way throughout their advertising.
TV
http://www.youtube.com/watch?v=L4mP9pR-mzU
The main TV advert is 30 seconds long and it features Stephanie Beacham as celebrity
endorsement.
Objective: Product
reminder and association
with humour, attitude in
some way also
unexpectedness (Classical
conditioning, Pavlov). Also
product differentiation.
Figure 18: Advertising Campaign of Snickers "You're not you when you're
hungry" featuring Stephanie Beacham (Source: Youtube.com/SnickersBrand)
2015
Target audience: Male in
between 18 and 24
Appeal used: Humour
USP: Out of standards,
different, male oriented,
humorous and innovative
reminder.
Figure 19 &Figure 20: Screenshots of advertising Campaign of Snickers "You're not you
when you're hungry" featuring Stephanie Beacham (Source:
Youtube.com/SnickersBrand) 2015
17
Figure 21: Screenshot of Logo and advertising Campaign of Snickers "You're not you
when you're hungry" featuring Stephanie Beacham (Source:
Youtube.com/SnickersBrand) 2015
Colour: Dark Blues and browns (Such as the product)
Voice: Male voice in a relax and tender tone as giving advice
Links: Facebook and Twitter (Social Media share and comment)
Extra observations: Might be offensive for women. The ad
communicates men should avoid being in a moody way by
referring to women as annoying and divas. This can be
interpreted the wrong way.
PR
Snickers has taken advantage of
the media and placed their
adverts in Daily Mail UK and
other news platforms which news
of misbehaviours of losing control
go perfectly well with the advice
of “you’re not you when you’re
hungry. Have a snickers” - clever.
Figure 22: Snickers Advertisement placed in UK Daily Mail Online
(Source: DailyMail.co.uk) 2012
18
Social Media & Outdoors
Social platforms and outdoor media were used to remind the product and create awareness
of the campaign. The main platforms used are Facebook and Twitter. And outdoor media
were banners in public places and ads in magazines and newspapers read by mainly men
(Snickers.com 2015).
A very useful link to understand the impact of the campaign throughout social media:
http://bcove.me/zrv3iaru
Snickers launched
different labels
throughout the web
and media platforms
with fun and tricky
images of how
moody faces became
happy from another
perspective (Turn
around the advert).
Figure 23: Snickers promotional banners and website labels throughout the web
promoting Advertising Campaign (Source: www.Snickers.com/youarenotyou) 2012
The “You’re not you when you’re
hungry” will show the moody and
grumpy face while the smiley and
pleased face will be facing the Logo
of Snickers.
19
Extra Campaign promotional material:
These banners were not just in
social media but also in
Newspapers, Magazines and
outdoor streets and public places
(To remind in a humorous way to
the consumer to buy snickers).
20
Media Consumption
The most effective way to reach teens and young adults is within a range of exposure of three
times to ten. This amount of exposures will enable the brand to remind and reinforce the
product without overexposing it (Campell et Al. 2003).
TV
As seen in Figure 24, Adults in between 16 to 24 years tend to watch TV for 2hours and 47
minutes a day (BARB 2012).
Cadbury Crème Egg advertisements need to ensure a plot in the right channels (which have
to be appealing to teens) and in the right times to make sure the advertisement reaches the
target in within these 3 hours of exposure (BARB 2012).
Snickers follows the same rules: Because of their main advertisement is based on TV
platforms, they need to make sure their advertisement is placed on peak hours in between
programs and channels mainly viewed by men (For example in between a football/rugby
match) (Ford, R 2014).
Figure 24: Average daily hours of TV viewing (Source: www.BARB.co.uk 2012)
As seen in Figure 25 the most viewed channels by the general audience are BBC, ITV, Four
and Sky (BARB 2012). Cadbury Crème Egg needs to specify which from these channels is
the most viewed by young adults, and for Snickers which the audience is mainly men.
21
Figure 25: % Share of TV audience for all broadcaster groups with at least 1%
(Source: www.BARB.co.uk 2013)
SOCIAL MEDIA
As seen in Figure 26 teens in between 13 and 19 use social media on a daily basis (Mintel
Oxygen 2012). From social platforms such as Facebook and Twitter to videos in YouTube,
games and blogs.
Cadbury Crème Egg as well as Snickers, covers the most visited and used platforms by this
audience (Facebook, twitter, YouTube, online games, mobile devices apps and entertaining
sites).
Figure 6: Internet sites accessed by users aged 13-19 (Source: Mintel Oxygen July 2011)
Consumer Behaviour Influence
22
Consumer Behaviour Theory
Utilitarian vs. Hedonic (Motivational needs)
Cadbury Crème Egg as well as Snickers promotes its product as hedonic, satisfactory and
followed by the need of satisfaction and belongingness.
Each individual has the need of fulfilment and feeling self-motivated throughout the day
(Montero, E. & Chavez, R. 2012).
Freudian Theory of the ID
With this we can also apply the Freudian theory of the ID. Consumers seek to please
themselves and balance their EGO and Superego with an ID: Which would be Cadbury
Crème Egg/Snickers. This means they seek instant gratification by treating themselves with a
snack (ID).
Maslow’s hierarchy of psychological needs
Also Cadbury Crème Egg plays with the role of being “trendy, in the vibe, social” and a “must”
to fulfil the need of Maslow’s belongingness to feel part of a society that has fun and enjoys.
Which makes users buy Crème Egg as the occasion of Easter and also as it’s the trend to
buy it (Nemati, B. 2013).
The self and Ideal self
In case of Snickers the need is to feel manly and to feel part of it. They promote themselves
as the “cool” guys with such a strong temperament and attitude, which will instantly persuade
male consumers to be willing to be like that as a role model.
Role models can be defined using celebrity endorsements (Byrne, A. et Al 2003). Here we
can apply the theories of the self and the ideal self in consumer behaviour. Where the
consumer will seek to fulfil their actual self and at the same time approach their ideal self.
They will compare themselves with their role model and try to be “as cool” as they are (Byrne,
A. et Al. 2003).
LEVEL OF INVOLVEMENT
Cadbury Crème Egg as well as Snickers are seen as a low involvement product as it’s low
cost and doesn’t represent much risk when purchased. This means Cadbury and Mars Inc.
needs more innovation and the “unexpectedness” factor to get into consumers mind and
reinforce their awareness. They need to seek good strategies in order to be remembered
which also means be exposed repeatedly and on a daily basis (Khalique, M. et Al. 2012).
Purchasing a chocolate treat might also be seen as a high involvement case from a
psychological perspective, due that the consumer does think of the health risks of buying it
(Putting on weight) or which one to buy (Due to the large amount of competitors) (Ford, R.
2014). (Positioning in the FCB Grid see Appendix5).
23
DMU
DMP
24
External Influences
25
APPENDIX
Positioning map used as reference:
Figure 10: Positioning map quality/price of
chocolate confectionery
(http://www.learnmarketing.net/perceptualm
aps.hthttp://www.learnmarketing.net/percept
ualmaps.htm)
Extra material used to understand Cadbury Crème Egg Campaign (Love relationship):
26
Geographical understanding of Social Media reached by Snickers:
Figure 7: Geographical map with the number of times the hashtag #EatASnickers was used
throughout the World Cup and other events (Source: Simonovski, F & Mazzini, D. (2014). World
Cup Hashtag Marketing: Lessons To Learn. Available: http://blog.hashtagify.me/2014)
Snickers Idea went wrong!!! Viral Ad caused controversy classed as sexist:
https://www.youtube.com/watch?v=0gjsoSY18kg
27
Appendix 4: Snickers different types of chocolate bars:
Ap5: FCB GRID LEVEL OF INVOLVEMENT (Vaughn’s 1980):
Cadbury Crème Egg & Snickers
would be positioned here
28
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Last accessed 16 Feb.
Cadbury.
(2015). Cadbury
World:
Dairy
Milk. Available:
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Food
Standards
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(2015). Confectionery
Products. Available:
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March.
Forbes
Companies.
(2015). Mondelez
International. Available:
http://www.forbes.com/companies/mondelez-international/.
Last
accessed
18
Feb.
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Mars
Incorporated.
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