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1. What is the purchase and consumption behaviour for chocolate bars?
People get bored of the same kind of chocolate so they want something different therefore
chocolate manufacturers produce different kinds of chocolate to satisfy consumers.
2. How can the chocolate bar market be segmented?
The market can be segmented into Socioeconomic, Psychographic and demographic
markets. The consumer chooses which chocolate bar to purchase according to their
The displays attract consumers psychologically to buy chocolate bars even they are not
thinking about buying one.
3. Assess how the competitive campaigns will affect Twix’s plan for advertising.
The competitive brands usually reduce price for volume purchase or use contests and similar
promotional activity. Brands are offered in different packages and sizes and sometimes given
for free in restaurants.
4. What should Twix emphasize in its ads?
• • exchanging offerings that benefit the organization, stakeholdersand society at large."
From the above definitions we would have to say that Marketing is fulfilling the needs of
thecompany while providing for the stockholders and fulfilling the consumer’s needs and
demandsand at the same time providing a means of profit for the company.Introduction of
• 4. Unit 4 Individual Project 4After much thinking and debating, I decided to do my
research on the chocolate bar, particularlythe Special Dark Chocolate Bar produced by
the Hershey Company, due to the fact that thiscompany has been around since 1894 and
will probably be around for many more years. (Food:Company Spotlight; Hershey, 2010)
By introducing this product as a heart healthy productalthough may be challenging, due
to the beliefs that chocolate is not good for you; it would bebeneficial for the company to
inter into the phase of healthy eating.SituationAnalysis -- Marketing Environment Forces
Impacting Product/Service In the chocolate bar industry there are three marketing
environment forces that will have animpact on the chocolate bar, they are: price of cocoa
for making chocolate, cost of transportation,and competition of the market. Price of
Cocoa for making Chocolate: The price of the resources are going to make a difference in
the ability to make a product that can be priced in a competitive market environment,
Taking into account the economy and cost of resources, the pricing is an important part of
the product and appeal to the target markets. Pricing of resources may make lower grades
of coca more attractive, but the competition may be a key into how much one is willing to
sacrifice in terms of product quality or pricing. (INDUSTRY PROFILE: Candy
Manufacturing, 2012) Cost of Transportation: Due to fuel prices rising, adjustments will
have to be made to cover costs. What most likely will be part of the pricing consideration
would be making sure that the product arrives in good condition and a timely manner
because it will affect the products reception as well as how it is perceived by sellers and
buyers. (INDUSTRY PROFILE: Candy Manufacturing, 2012)
• 5. Unit 4 Individual Project 5 Competition of the Market: Competition makes pricing and
placement considerations very important. Too much market saturation can mean prices
have to be kept low or placement costs on shelves may be to high. With there being so
many different kinds and flavors of chocolate bars already in the market, placement will
be a key in attracting the eye of buyers. (INDUSTRY PROFILE: Candy Manufacturing,
2012)Marketing Strategy: Target Market(s) & Positioning When it comes to influencing
buyer behavior with candy bars there are really two things thatmay have an influence on
the buyer; personal choice and psychological. Face it, everyone hastheir favorite candy
bar they like to eat being Hershey, Snickers, Mars, etc., so personalpreference is a big
thing with candy bars. But did you ever think of why when you get to theregister you
may see a display of candy bars? That is where I believe the psychologicalinfluence
comes into play. For example, you stop at your local convenience store to fill up withgas
and when you walk in to pay, not even thinking about buying a candy bar, your eye
catchesthat display of sugar satisfaction right there in plan site, so you reach over and
grab one andplace it on the counter to be wrung-up with your gas. Many candy companies know of this buying habit and they either get the company to place adisplay
right there in front where the consumer can see it in plain site or even pay to have
theirdisplay placed there in order to play on the psychological aspects of the consumers
mind in orderto boost the sales of their product and therefore make a profit. By being
consumers ourselves we as marketers know how the consumers think and we needto use
this to the advantage of the company we are working for to help in the promoting
andsales of the companys products.
• 6. Unit 4 Individual Project 6Product/Service Overview and Strategies to Consider
Hershey has been around for more than 100 years and is known for having the best flavor
aswell as being anAmerican icon, (Food: Company Spotlight; Hershey, 2010) so why
shouldntthey continue their success in the health industry with their Special Dark
chocolate bar. Unlikeother types of chocolate bars and candy companies that focus on the
young, Hershey can be theone known for looking out for the health of others as well. It
would be good for them to helpspread the word about the health benefits of dark
chocolate, (Marano, 2011) the package of thiscandy bar can be simple with maybe a
slogan such as; "The Sweet Sensation for Your Heart". Itcan be promoted as being the
chocolate bar for adults, while at the same time getting the kids towant it because if you
have kids, you know they always want what their parents have. By dongthis we will be
helping in promoting good health while at the same time increasing sales.Placement of
this product should be with all the other chocolate bars as well as displays byregisters and
at the same price as other chocolate bars. (Market Segmentation, Targeting, andPosition,
2011)Pricing Strategy There are many factors that affect pricing strategy such as
marketing and manufacturing cost,competitions price, as well as consumer perception of
the product, to name a few. (Kerin,Hartley & Rudelius. (2011))When it comes to
chocolate bars however, they have always pretty much sold themselves formany years no
matter what the price was. If you think about it, chocolate bars were first sold for10 cents
in the early 1900s and now sell for over a dollar in many areas.
• 7. Unit 4 Individual Project 7 Being that we are marketing a new healthy dark chocolate
bar for adults, we will need toadopt a pricing strategy that will allow us to penetrate the
market in order to attract consumers