Brand Positioning - Essay Example

Extract of sample
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. ...Show more

Summary

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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