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Brand Positioning - Essay Example

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Brand Positioning

The Asian chocolate market is the driving sale and likely to hold about 20% of the market share of the global chocolate market in 2016 and sales of chocolate in the Asian market is likely to boost up share from $15billion to $19.7billion in 2016. US leads the chocolate market with a market share of 86.3% in North America, Japan has a market share of 39.7%, Europe with a market share of 16.4% and Germany accounts for 15.9% (Markets and Markets,” Markets and Markets: Global Chocolate Market worth $ 98.3 billion by 2016”). Five major brands chosen for the project in the chocolate industry includes Cadbury/Kraft, Mars, Nestle, Ferrero and Hershey. Cadbury/Kraft food generated total sales of $19,965 in 2011 and accounts for 15% of the market share in global chocolate industry; Mars generates sales of $16,200 and has a market share of 15% in 2011; Nestle sales stood at $12,808 with a marker share of 13%; Ferrero Group accounted for $9612 and market share of 7% and finally Hershey foods generated sales of $6112 with market share of 7% (ICCO, “The Chocolate Industry”). Selection of characteristics Brand positioning is based on certain characteristic depending on the product or the brands. The product chosen is chocolate and therefore four major characteristics of the product chosen are quality, taste, price and image of the brand. Quality forms an integral part and chocolate and quality goes hand in hand. In the chocolate industry ingredients like cocoa, cocoa butter, sugar, fats, flavorings and emulsifier plays an essential role in the quality of the product. Quality of chocolate is dependent on the quality of raw materials (Chocolate Source, “What Makes a Good Quality Chocolate?”). Taste is another important factor in the positioning of the brand. Consumers tend to consume chocolate for taste. Dark chocolates are consumed only for its taste and all the brands take effective measure in order to produce and manufacture chocolates with good taste. Price although is not that important when it comes to brand and brand name but cannot be ruled out completely. The top chocolate brands prices their products almost at par which implies stiff competition in the chocolate industry. Therefore the four characteristic will help to determine the positioning of each of the brands in the chocolate industry. Group selection justification In order to analyze the positioning of the chocolate brands two set of groups are taken into considerations, the female consumers and the male consumers. The sample size of male and female consumers taken into consideration is above the age group of 18 years. The female consumers group usually loves chocolates and loves to consumer variety of chocolates. The other set which are the male group will help to determine the reason behind the consumption of chocolate and the most preferred brand by the consumers. The female group of consumers will help to provide feedback regarding innovation, packaging, taste and other added feature required by a brand. Both the groups play an essential role in developing the brand name and image of the product and are core of any product. The males are taken into consideration to overrule the existing believe that chocolates are consumed and loved by females to a very high extend. The male segment of the society also prefers chocolate and to determine ...Show more
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Brand Positioning Contents Brand selection 3 Selection of characteristics 4 Group selection justification 4 Data collection procedure 5 Positioning map 5 Detailed discussion on Positioning Map 6 Comparison of the brands 8 Copy of the rating scales and raw data table 9 Reference 9 10 Brand selection The objective of this project is to examine how marketers determine consumer perceptions of their product relative to competitors’ products…
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