Chocolate Bar Case Study

1344 Words 6 Pages
Register to read the introduction… Nestle Smarties used the image positioning strategy. Nestle used image positioning to differentiate Smarties from Effem's M&Ms. Nestle claimed to have a larger assortment of colours. Smarties used humour appeal to attract customers to save the red Smarties until last. Kit Kat was Nestle's leader in market share representing 5.4 percent. Kit Kat's target market was early twenties to late thirties. Kit Kat applied the lifestyle position strategy on the market. "Give me a break of that Kit Kat Bar" this slogan was used by Nestle to imply that a Kit Kat bar would be the best chocolate bar to enjoy while on a break.

• Effen Foods brands Mars, and M&Ms both had a large market share and strong Brand loyalty in 2000-2001. M&Ms used Head-on positioning to penetrate and differentiate themselves from the market. "They melt in your mouth, not in your hand" that slogan was a direct blow to Smarties. Effen is implying that the quality of their product is better than the competitors.

Target Market
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It is possible that maybe Cadbury did not pay enough attention toward the Crispy Crunch campaign, which may result in the reason for its fall behind in the overall market.
Opportunities: (External)
• Cadbury can use many forms of advertising their product these days as long as the presentation is executed properly. For instance, the Crispy Crunch brand has been known to add sexual situations in order to promote their product towards 15-25 year old people. If the campaign goes about with the same image or chooses to take a diverse approach to the market to recreate the image of the brand, window is still open for opportunity which either choice.
Threats: (External)
• Cadbury must be able to create or revise a marketing mix that would keep a strong stand in the market against the big competition from Nestle and Hershey who both have very successful campaigns for their chocolate

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