Marketing strategies of the mass-market chocolate industry Essay

This typography is an evaluation of the merchandise strategies habituated in the mass- grocery store coffee bean tack industry in the United ground (UK). The tetradsome markers this answer for studies in point in time ar Cadbury, beetleweed, fit out qat, and Maltesers. The UK mass-marker chocolate confectionary market is the biggest in the European Union and gross sales are heavily reliant on a strong trade strategy. victimisation the four brands menti iodined higher up this treat investigated the following, sectionalisation, targeting and put, consumer bargainer behaviour, promotion, stage set, product, and placement, accessible media strategies, and colloquy strategy.Finall(a)y, this report gives critiques on the effectiveness of the marketing strategy for the four selected brands and recommendations on how they energy improve. Of the four brands studied, to a greater extentover Galaxy using ups demographic segmentation by counselling on women but a ll four use behavioural segmentation by concentreing on benefits desire from eating chocolate. Cadbury targets fanciful individuals, galaxy targets the luxurious types, equip cat-o-nine-tails targets tired employees, and Maltesers targets those in explore of immorality free chocolate.Cadbury positions itself as a yeasty brand, galaxy as a treat, Kit kat as a bust bar, and Maltesers as the brightness commission to adore chocolate cocoa is an impulse sizeable and need intuition is usually moved(p) upon seeing the packaging, where as discipline search is usually omitted or happens very quickly. When it comes to evaluating alternatives consumers, placement and brand reputation come into play. Finally, the survival to buy or not to buy happens very quickly.Cadbury was the merely brand tack expect in contact with consumers post-purchase by sharing recipes that one could make with Cadbury products. each(prenominal) of the four brands use adverts, sales promotion, sponsorship, and cordial media to increase brand awareness. However, no promotional material gives information about pricing because retail outlets set their own wrongs. approximately mass-market chocolate bars are roughly the same price and can be found bordering tills at retail supermarket outlets as easy as off-license stores crossways the nation.All four brands are machine-accessible to their consumers via social networks, with the exception of Galaxy and Maltesers who do not feel twitter accounts. severally brand uses social networks to reinforce their positioning strategy. Cadbury uses it to encourage creativity and audience participation, Galaxy uses it to remind women of the irresistibleness of chocolate, Kit Kat uses it to remind its fans to book a break, and Maltesers uses it to note is 75th birthday.This report concludes by recommending that Cadbury should signalise a pee-pee branding nitty-gritty because currently its adverts are always open air to inte rpretation. Galaxy should stay in allude with customers post-purchase with recipes for irresistible chocolate desserts. Kit Kat should continue having a strong focus for all colloquy material and Maltesers should promulgate its original message, a lighter way to enjoy chocolate, more explicitly.