Is the Lux Snickers 19xx listed in the United States? 75 years later? Grow into a giant of the world chocolate family? It is the main brand of energy chocolate. With nougat made of roasted peanuts and caramel in it? Chocolate wrapped in milk.
19 xx year? Mars brought Snickers to China? Twelve years later? Luxrack has been combining brand image with sports since its establishment? Deeply loved by young people. Is it the best-selling chocolate bar in the world? It is also the second largest chocolate brand in the world.
Second, the brand target market analysis
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1, target market demand analysis
Wide consumer groups? 14-35 years old? Core consumer groups? /kloc-young people aged 0/6-23? Male dominance? Are they young and active? Wide range of hobbies? Exercise is an important part of their lives? They often take part in various sports activities? Play basketball, football, etc? They went on a trip? In rapid physical growth? Big spending power. And Snickers is officially grafted in this market? Energy chocolate? Different from other products.
2, industry market analysis
With the continuous improvement of people's living standards, candy chocolate products with new functions and tastes have emerged? The demand of candy chocolate market is expanding further.
The total annual output of candy and chocolate in China has exceeded 6,543,800 tons for several consecutive years? Production concentration
Higher education? Mainly concentrated in Beijing, Shanghai, Guangdong, Fujian and other places. At the candy market? A number of powerful brands have been formed, such as Wrigley, Dove, Warner, Cadbury, Alpine, Hsu Fu Kee, Di Chin, Golden Monkey, Yake, White Rabbit, Wow, Sister Ma, Han Shi, Golden Crown, Li Xiang and so on? Each brand has certain advantages in its own market segments. Does the candy chocolate market in China present an international brand? The pattern of local brands and many small and medium-sized enterprises participating in the competition. Brand develops new products to guide consumption in the fierce market competition? Seize the market and intensively cultivate? Showing a steady growth trend.
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Among many chocolate brands, some focus on romance, while others focus on dignity, which has formed a quite mature market structure? Market share has also been seized by most big brands? If you enter this market again? It may easily lead to direct market competition? Is the initial investment huge for a new product in its infancy? And can't guarantee the late rate of return? So the smartest choice is to be different from today's mainstream market? The chocolate brand Snickers of Mars Food Company has been positioned as "sports", "energy" and "hunger-sweeping" since its inception. In its brand and product communication, the company closely revolves around this positioning. Nowadays, Snickers have become synonymous with "sports" and "energy".
Third, the attraction of advertising.
This advertisement personifies the traffic lights? The green light beat the red light? People can finally walk on the road smoothly.
This chocolate advertisement and this picture? We received a message about Snickers chocolate? Snickers can replenish energy anytime and anywhere? After eating Snickers, you have unlimited energy.
Finally, we have no doubt that chocolate brings people not only delicious, but also strength.
Business at Snickers 20 xx? The goalkeeper on the football field became weak Lin Daiyu when hunger struck? Snickers chocolate handed by teammates made him hungry? Be yourself.
What about the pig in the bedroom? Bao's in-laws went to court? Korean drama girls on the journey.
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Fourthly, the analysis of advertising creativity.
Shall we take one? Lin Daiyu Edition.
Snickers ads are mostly humorous? Lin Daiyu's version is the most memorable. Snickers advertising plot innovation? Funny content? Can't you see it's really hard? It's hard to forget. such