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SNICKERS
Target market
Target market -- the Asian-American market for Snickers
The chocolate bar 'Snickers' is an American candy icon. Snickers' combination of salty and sweet flavors is what makes the candy so desirable. "Peanuts are also a key part of a marketing pitch that touts an energy boost…It's almost like a de facto energy bar, like a PowerBar…It's a candy bar, but the peanut element is important" (Williams 2012). It is, as its advertising campaign proclaims, 'satisfying' as well as sugary. Snickers is seeking to enhance its marketing to Asian-Americans and positioning the product in distribution channels accessed by this demographic is essential.
Candy is a 'fun' purchase, rather than one which is deliberately sought out and researched like a durable good. Convenience stores, supermarkets, and other locations where people make impulse buys are the most common venues for purchasing candy, meaning that other types of distribution (such as direct mail or using salespersons directly targeting the consumer) are less valuable than retail shelf space. Snickers must craft an eye-catching presence in stores trafficked by the target market -- the need to have a presence in stores with heavy foot traffic is particularly important. Exclusive relationships with retailers when selling candy bars is very uncommon, although it is not unusual to have specific agreements with certain...
Offering key stores special promotional incentives if they showcased the product (such as discounts on merchandise) would be one way to gain traction. Marketing to luxury retailers like Costco might be one unique channel more exclusive to the more affluent, highly-educated target market although buying candy in 'bulk' is a relatively rare event. Other possible retail channels might be partnering with ice cream or fast food stores popular amongst the demographic like the yogurt chain Pink Berry, to create exclusive Snickers-trademark 'sundae' flavors.
Food companies often seek to emphasize flavor profiles as well as buying habits characteristic of the demographic when positioning the product. Kit-Kat has been extremely effective in doing so with its release of limited edition flavors. When marketing in Japan itself, Nestle had a great deal of success introducing new Kit-Kat flavors like "wasabi and green tea" (How did Kit-Kat become the king of candy in Japan, 2012, Eatocracy). In Asia, the salty-sweet combination is less popular than it is than the United States; hence the need for a different flavor profile than what is commonly sold in American…
b. Persona assignment variables i. Pleasures vs. productivity index -- how much each subsegment of the Young and Wireless spent time on their wireless devices for pleasure vs. For work. ii. Key Criterion of Pleasure vs. Productivity use of the proposed tablet PC c. Ergonomic and Change Management Variables i. What are the switching costs from existing electronics products to the build-to-order tablet PC? ii. How is this defined by demographics, income levels, self-concept segmentation? d.
Target Market Research In terms of demographics, the target market consists of females, aged 18-25. These females typically live in urban areas, or aspire to do so in the future. They are middle class, able to afford clothing upwards of $150 per item. Some of the lower-end accessories that go for $15-20 will skew slightly lower on the income scale. This is deliberate -- the lower end items are aspirational in
b) Cameras. Behaviorlistic (desired benefits) is an important segmentation variable for cameras because these products have many different features and it's important to understand what the consumer really wants from the camera. Along with desired benefits, demographic segmentation (income) would be very useful to understand what the consumer can actually afford and the consumer's price sensitivity. c) Magazines. Because magazines focus on so many different topics, e.g. business, beauty, sports, travel,
target market will need a number of critical pieces of information. Some of this information will be fundamental, such as the name and address of the business, and possibly the hours, phone number, URL and email address as well. Additional information that the audience will need is about the nature of the store (what it sells) and the nature of the product (handmade, local). There will be some personal selling
6Marketing PlanTarget MarketFresh Dog Treats\\\' target market comprises people between the ages of 38 to 55 years. These individuals must have management jobs ranked in the mid-upper level and have an income of $95 000 and more. The group has to have a health-conscious and active mindset when it comes to caring for dogs. They should relate the dogs to children since the only difference is that they have furs,
Marketing in Action MARKETING PLAN Corporate Connection Mission Statement The Humber Room is a full-service restaurant that provides a gastropub as well as a casual dining experience. Located in Humber College's north campus in Toronto, the restaurant seeks to deliver high quality meals and drinks at affordable prices. This is vital for ensuring an unforgettable dining experience for the restaurant's target market, and achieving its overall goals and objectives. Vision Statement The Humber Room aspires to