Bookmark the following websites on your computer to view a variety of candy bars from the top four Canadian candy marketers:
● Hershey’s: www.hersheyscanada.com ● Mars: www.mars.com/canada ● Nestlé: www.nestle.ca ● Cadbury: www.cadbury.ca
You will design a candy bar based on your personal experiences as candy bar consumers, the class discussion we had about the candy industry, and your new role as potential marketers. When designing your candy bar, be as creative as you can. However, the candy bar you design must answer the following questions:
a. Where and to whom will your candy bar be sold? The answer to this question will specify the geographic location (Canada) and the characteristics (age, gender, income, health-consciousness, etc.) of your target market segments. Provide a rationale for market segments you select.
b. What is the product? The answer to this question will specify the features, such as the ingredients, form, size, packaging, etc. and benefits of the candy bar you think are important to consumers. Provide a rationale for the product you create.
C. How much will consumers pay for it? The answer to this question will specify the price paid for the quantity received by consumers. Provide a rationale for the price you want to charge.
d. How will consumers find out about it? The answer to this question will specify the advertising methods and message you will use to communicate to consumers about the candy bar and the kinds of inducements (coupons, samples, etc.) you will offer them to try it. Provide a rationale for the promotions you want to use.
e. Where will consumers buy it? The answer to this question will specify the types of retail outlets or “place” where consumers in your target market are likely to buy the candy bar. Provide a rationale for the distribution channels you want to use.
f. How is your candy bar different from those already on the market? The answer to this question will specify the significant points of difference of your candy bar. Provide a rationale for why your candy bar is superior to those offered by the competition.”
Designing a Candy Bar Handout
MARKETING PROGRAM AND
POINTS OF DIFFERENCE
WHERE AND TO WHOM WILL IT BE SOLD?
Where? To Whom?
What is it?
(Product) Specify features,
benefits, form, size, etc. and why
How much will consumers pay for it?
How will consumers find out about it?
(Promotion) Specify methods to inform and generate trial and why
Where will consumers buy it?
(Place)Specify types of retailers and why
How is it different from others?
(Points of Difference) Specify why it is superior to the competition