After segmenting and targeting the marketing efforts to specific segments, the company needs to determine how it will position the brand image in the mind of customers. Due to its premium brand, Ferrero is only improving in the market as it is winning a larger market share and more market segments. Ferrero Rocher positions itself as classy and elegant. In special occasions, Ferrero Rocher never fails to impress, providing people different offers at acceptable prices, thus making them price leaders in the market. From a consumer’s point of view, Ferrero Rocher is a high quality chocolate with an appealing golden wrapped design, as a result many people view Ferrero Rocher as a perfect gift for Valentines or other occasions. In Christmas, a lot
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Storck started to produce and sell colorful candies in Werther’s confectionary factory. With time, his son Hugo Oberwelland joined the group and started to expand their product line (manufacture chocolate, candy, hazelnut wafer, fruit gums, finest butter and fresh cream). They spread over 100 countries and set a new logo and slogan which is “Storck-Part of Your World”. Their vision is to make people happier, a bit warmer and a bit cheerful in order to treat themselves in a joyful way. Merci has three types of products: Finest Selection, Merci Petits (figure 1) and Merci Crocant with prices varying between 8,000 and 10,000 LBP. Moreover, when you visit Merci’s website you can customize your own packaging, send a shining star and your own Merci box (which includes your picture, beloved design and a greeting). However, we haven’t seen much of Merci over here in the Lebanese market. All what we’ve seen available is this huge box of 24 pieces offered throughout the year. As for Christmas promotions, Merci does offer two or three designs at acceptable prices, but when comparing it to other brands these promotions are just not enough to grab the attention of customers. As for the location, Merci chocolate can be found supermarkets and minimarkets or any other shops and has an almost consistent price …show more content…
The past two competitors are strong competitors, however Lindt is another story. Just like Ferrero Roche, Lindt focuses on both aspects, solid chocolate and baked sweets. If you’d log onto Lindt website you’d find almost the same options found on The Ferrero Rocher official website. Both websites offer recipes using their product as well as gift ideas and Christmas promotions. Today, Lindt has 370 chocolate shops worldwide because it is known for its very delicious and high quality chocolate taste. Lindt tries to lure and attract customers into choosing their product over others by using certain marketing strategies such as offering someone a sweet little “Thank You” on any occasion or even say sorry only by using Lindt Chocolate. As we checked different supermarkets in Lebanon (Spinneys, BSAT & Carrefour) we noticed that Lindt offers a huge variety of Christmas promotions such as, Lindt Champs-Elysees, Lindt Teddy- Freund, Lindt Teddy bear and Lindt Xmas man (figure 3). These promotions are very appealing for all ages and people cannot but look at that beautifully attractive and decorated Lindt goods. As for the prices for the Christmas promotions, prices start as low as 7000 and reach a price of 30,000
Storck started to produce and sell colorful candies in Werther’s confectionary factory. With time, his son Hugo Oberwelland joined the group and started to expand their product line (manufacture chocolate, candy, hazelnut wafer, fruit gums, finest butter and fresh cream). They spread over 100 countries and set a new logo and slogan which is “Storck-Part of Your World”. Their vision is to make people happier, a bit warmer and a bit cheerful in order to treat themselves in a joyful way. Merci has three types of products: Finest Selection, Merci Petits (figure 1) and Merci Crocant with prices varying between 8,000 and 10,000 LBP. Moreover, when you visit Merci’s website you can customize your own packaging, send a shining star and your own Merci box (which includes your picture, beloved design and a greeting). However, we haven’t seen much of Merci over here in the Lebanese market. All what we’ve seen available is this huge box of 24 pieces offered throughout the year. As for Christmas promotions, Merci does offer two or three designs at acceptable prices, but when comparing it to other brands these promotions are just not enough to grab the attention of customers. As for the location, Merci chocolate can be found supermarkets and minimarkets or any other shops and has an almost consistent price …show more content…
The past two competitors are strong competitors, however Lindt is another story. Just like Ferrero Roche, Lindt focuses on both aspects, solid chocolate and baked sweets. If you’d log onto Lindt website you’d find almost the same options found on The Ferrero Rocher official website. Both websites offer recipes using their product as well as gift ideas and Christmas promotions. Today, Lindt has 370 chocolate shops worldwide because it is known for its very delicious and high quality chocolate taste. Lindt tries to lure and attract customers into choosing their product over others by using certain marketing strategies such as offering someone a sweet little “Thank You” on any occasion or even say sorry only by using Lindt Chocolate. As we checked different supermarkets in Lebanon (Spinneys, BSAT & Carrefour) we noticed that Lindt offers a huge variety of Christmas promotions such as, Lindt Champs-Elysees, Lindt Teddy- Freund, Lindt Teddy bear and Lindt Xmas man (figure 3). These promotions are very appealing for all ages and people cannot but look at that beautifully attractive and decorated Lindt goods. As for the prices for the Christmas promotions, prices start as low as 7000 and reach a price of 30,000