Chocolate Brand Analysis
Analysis of Chocolate brands operating in Singapore.
Target Audience
Demographics
People who likes to eat chocolate.
Psychographics
Indulges in chocolate.
Trend to focus on quality and price
Would not spend too much time choosing for chocolates
Some chocolate brands operating in Singapore include: After Eight, Bounty, Cadbury, Dars, Dove, Ferrero Rocher, Frey, Hershey’s, Kägi, Kinder, Kit-Kat, Lindt, M&Ms, Maltesers, Mars, Meiji, Merci, Milka, Milky Way, Old Gold, Nestle, Reese’s, Smarties, Snickers, Toblerone, Twix, Van Houlten.
Related brands: Cadbury, Hershey’s, Kinder, M&Ms, Smarties, Van Houlten.
Social
According to Singstat, the median age of Singaporeans was 39.3 years old. The data also shows that the median age has been
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Twitter hashtag #findred responses
M&M
15 minutes TVC M&M USA Facebook page Article written by the adweek about the M&M and Gelico collaboration
M&M Super Bowl 2014 TVC M&M UK Facebook page Yahoo article about the Super Bowl Ad
M&M’s brand idea: Every M&M is different but all of them are fun and irresistible.
In each of M&M’s TVCs, every M&M mascot has a personality unique to them and they often face difficulties because they are high sought after. The ads are also rather light-hearted and funny.
In the earned media examples, the responses were rather positive and many felt that the marketing is fun and delightful.
The owned media examples, it focuses more of the mascot’s personality through their actions and posture.
Trends and Ideas
Idea 1, Social Trend
M&Ms have always been marketed towards the youths, however as the median age of the population increases, M&Ms would have to reach out to an older target audience. This can first be done by creating a new mascot that will represent the older generation. The mascot will be called Purple and represents a middle age woman. Purple will also represent a new type of M&Ms which contains 20% less sugar and fat. M&Ms can also introduce Purple to middle aged consumers through social media and get them to suggest the flavour and type of chocolate they would want Purple to
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