'Marketing strategies of the mass-market chocolate industry Essay\r'

'This report is an evaluation of the merchandising strategies used in the mass-market cocoa confection industry in the coupled Kingdom (UK). The four trade names this report studies in distributor point argon Cadbury, Galaxy, fit bozo, and Maltesers. The UK mass-marker chocolate confectionary market is the biggest in the European Union and sales ar firmly reliant on a solid marketing strategy. Using the four brands mentioned above this report investigated the following, cleavage, targeting and post, consumer vendee behaviour, promotion, pricing, product, and placement, social media strategies, and communication strategy.\r\nFin both(prenominal)y, this report gives critiques on the intensity level of the marketing strategy for the four selected brands and recommendations on how they index improve. Of the four brands studied, scarce Galaxy uses demographic segmentation by focusing on women but all four use behavioural segmentation by focusing on benefits sought from eatin g chocolate. Cadbury targets creative individuals, galaxy targets the indulgent types, Kit Kat targets drop employees, and Maltesers targets those in search of guilt free chocolate.\r\nCadbury positions itself as a creative brand, galaxy as a treat, Kit Kat as a correspond bar, and Maltesers as the lighter way to enjoy chocolate Chocolate is an impulse good and need actualization is usually stimulated upon seeing the packaging, where as development search is usually omitted or happens very quickly. When it comes to evaluating alternatives consumers, positioning and brand personality come into play. Finally, the choice to barter for or not to buy happens very quickly.\r\nCadbury was the only brand appoint stay in impinging with consumers post-purchase by sharing recipes that one could make with Cadbury products. all(prenominal) of the four brands use adverts, sales promotion, sponsorship, and social media to summation brand awareness. However, no promotional material gives randomness about pricing because retail outlets set their give prices. Most mass-market chocolate bars are almost the same price and can be found near tills at retail supermarket outlets as come up as off-license stores across the nation.\r\nAll four brands are connected to their consumers via social networks, with the exception of Galaxy and Maltesers who do not have twitter accounts. Each 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 irresistibility of chocolate, Kit Kat uses it to remind its fans to take a break, and Maltesers uses it to prevent is 75th birthday.\r\nThis report concludes by recommending that Cadbury should identify a clear branding message because currently its adverts are always open to interpretation. Galaxy should stay in touch with customers post-purchase with recipes for irresistible chocolate desserts. Kit Kat should continue having a strong focus for all communication material and Maltesers should communicate its original message, a lighter way to enjoy chocolate, more explicitly.\r\n'