Selection by customers (Stevens, Loudon, Wrenn & Mansfield,

Selection of TargetMarketResearchdone by the marketing team found concluded that the youths are the most elusiveand valuable customers in the chocolate business. Presently, most teenagers are aware of the benefits of healthyeating and snacking. At the same time, a majority of these teens live with their parents and guardians whoequally influence their choices to some extent. A majority tend to first checkthe quality of the products before passing it off to those in their custody. Consequently,these parents and guardians may end up purchasing the chocolates for theirconsumption. With a general market shift from sweets to chocolates, many willalso realize that the energy gained from a single bar will leave them with afeeling of being full longer than when they consume other confectioneries. Choosing the right target market is crucial becauseit enables the business focus on those customers with high probable for sales growth, thosewith a potentially high interest in the product and those with highdependability to the brand (Ramaswamy & Namakumari, 2013, p.

172). In fact, target groups help businesses direct theirresources into knowing what their potential customers need, where they need it,and how and when they need it (BloomsburyPublishing Plc, 2013, p. 206).  Such information helps them come up withsuitable marketing and advertising plans that will make them successful. Lastly, the youths are an excellentmarketing channel as they tend to share their discoverieswith their peers.

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This way, demand for the chocolates will increase thusincreasing the company’s revenue at the same time.PositioningStrategy            PositioningStrategy            Developing a positioning strategyhelps a business focus on the customers’ perceptions, the competitors in themarket and the changes in the business market (Burrowand Fowler, 2015, p. 196). Moreover,factors such as age, sex, personal preference and psychology influences thechoices made by customers (Stevens, Loudon, Wrenn &Mansfield, 2013). Somecustomers have preferences that are neither pegged on quality or brand makingthem easy targets. Choco Full plans on adapting the differentiation positioningstrategy. Having it in mind that several namesalready exist in the market with some having a moresignificant market share than the others.

            PositioningAttributesChoco Full plans on surpassing the similarbrands with standard attributes by coming up with unique features that willgive it a competitive advantage without compromising on the quality. Meaningthat since Choco Full targets on the youth, plans on having a distinctive imagethat stands out in their minds will go a long way rather than concentrating onousting their competitors.

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