Академический Документы
Профессиональный Документы
Культура Документы
SNICKERS
Study on Product and Consumer Behaviour
Aditi Yadav
Venu Madhav
Nivedita Patnaik
Rushikesh Thakkar
Swati Singh
ABM10037
PGP29360
PGP29355
PGP29350
PGP29361
12
6
Burger/ Sandwich /
Wraps
Chips / Cookies
17
14
8
2
ENERGY BAR, I
IT'S ONLY A
WON'T HAVE IT CHOCOLATE!!
UNLESS I AM
HUNGRY
LUXURY /
IMPORTED
BRAND LIKE
HERSHEYS ETC
SIMILAR TO
DAIRY MILK
Product
Promotion
Price
Placement
Product availability in
shopping malls until 2012
Scaled up distribution
network in 2012 to include
kirana stores
Greater market
penetration
Placement
The Indian chocolate market estimated at around Rs 3,000 crore is expected to grow at 15%
in the year 2013. According to a report by TechSci Research, the chocolate market in India is
expected to grow at about 20 percent and become Rs 19,200 crore by 2018. The product placement
saw the following changes take effect in the subsequent years after its launch
Availability of Snickers was confined to malls and high end outlets little over a year
At that time it was majorly positioned as a luxury brand and perceived as an imported
chocolate for high income consumer
Post 2012 some major changes took place in their marketing and positioning strategies
The distribution channel of the product has expanded. Local dealers and grocery store
owners were selling the product alongside the familiar Cadburys Dairy Milk
Promotion / Placement
The visibility of the product has increased due to the aggressive promotional activities via
billboards, posters, television, Facebook groups and product placement at all local grocery,
confectionary stores. They are also planning to launch an app coming for android and iPhone users
soon. This has been elaborated in the section Evolution of Snickers Advertising in India.
Consumer
Psychology
Consumer
Characteristics
Stimuli
Buying
Decision
Process
Figure 4 Stimuli - Response Analysis of Snickers
Stimuli
The stimulus for having a chocolate was divided into 5 broad groups, their distribution given
in the chart.
12
9
4
3
CONVENIENT
SNACK
HEALTH /
NUTRITIONAL
VALUE
INDULGE IN A
CRAVING
ON IMPULSE
OUT OF HABIT
Social factor was dominant in recognition of the product Snickers as majority came to first
hear of the product from friends / relatives
How did you first know about Snickers?
Overseas visit
5% 10%
From friends/ relatives
27%
58%
TV ad featuring yesteryear
actress Rekha
I haven't heard of it !!
Consumer Psychology
Quick replacement for a snack driving factors are hunger and running short on time (Refer
Figure 1)
The personal factors that facilitated sales of chocolates were also the inherent need to
indulge in a craving for chocolates, succumbing to being an impulse buyer or just out of
habit. Few considered chocolate having a nutritional value or as a convenient snack.
Consumer Characteristics
Consumers differentiated between the different types of chocolates that they can purchase
from the market (response in graph below)
12%
Caramel chocolate
44%
Milk chocolate
20%
Dark chocolate
Chocolate with nuts
24%
10%
61%
2 years
More Past
than 1
a year
ago
Last66months
months
Last
0
10
15
20
25
30
Most respondents, who didnt consume Snickers because it had egg as a chief ingredient, are
still unaware of the new Green Dot
Some consumers showed a brand loyalty towards the market leader in chocolates Cadbury
and hence over a period of time preferred to have a Dairy Milk or 5-Star over Snickers
Recommendations
Snickers can look forward to targeting the segment that prefers dark chocolate (24% of the
respondents, who seemed favourable to try the Snickers Dark chocolate variant)
The Snickers Product line in international markets features includes Snickers Peanut butter,
unwrapped bite, Snickers Almond, Snickers Ice cream, Snickers Dark chocolate, Snickers
miniature.
Once Snickers starts production in India, it can increase the consumer base with the reduced
price (achieve reduction in import duty by 30% on average)
Given the high energy content that can be derived from an average Snicker bar (~276 kcal
54gm), sportspersons, adventure sport enthusiasts can use a high energy variant of Snickers.
There is a specific variant existing globally known as Snickers Marathon bar.
Appendix
Research studies by Mars International Inc.
Figures from Mars International India show 29% of people eating chocolate in the country
are 13-19 year olds, while 23% were 20-25 years old, a total hitting 19% for 26-30 year olds and 30%
for 30-40 year olds. Also, as a marketing code of conduct, Mars Inc. has stated that it does not direct
any of its ads for the children less than 12 years of age. The company's research also found that 24%
ate a bar of chocolate for relaxation. Hunger posted 23% on this measure, the same score as
sharing, and ahead of rejuvenation on 14% and indulgence on 11%.
Below is a pie chart
32%
5%
63%
Working professional for
more than a year