Snickers
Parent Company Category Sector Tagline/ Slogan USP Mars Chocolate Food Products Hunger achhe achho ko badal deta hai Chocolates with real nuts STP Segment Target Group Positioning All people looking to have high quality premium chocolate All age groups middle and upper class people Chocolate for All people
PRODUCT INFORMATION
Snickers is a brand name candy bar made by Mars, Incorporated. It
consists of nougat topped with caramel and peanuts, enrobed in milk chocolate. Snickers has annual global sales of $2 billion.
In 1930, Mars introduced Snickers, named after the favorite horse
of the Mars family. The Snickers candy bar consists of nougat, peanuts and caramel with a chocolate coating. The bar was marketed under the name "Marathon" in the UK and Ireland until July 19, 1990, when Mars decided to align the UK product with the global Snickers name. There are also several other Snickers products such as Snickers mini, dark chocolate, white chocolate, ice cream bars, Snickers with almonds and Snickers peanut butter bars.
company announced the launch of its popular Snickers chocolate in all new vegetarian avatar.
The company has set up a completely new assembly line to
manufacture the vegetarian snickers chocolates especially for the Indian market.
The Snickers Green Dot bar will be sold in two pack sizes - 25g
Mars said it had set up a new assembly line to make the new
Indian palate. The launch is in line with our business objective of growing our Snickers range in India. With Snickers green dot we wish to cater to our growing vegetarian consumers," MV Natarajan, MD of Mars' chocolate business in India, said.
DIFFUSION
Firm-Oriented Definitions: SNICKERS VEG. is not new product
the market because people are hesitating to buy the original snickers due to the Non Vegetarian symbol. But the new snickers will be acceptable because it is 100% vegetarian.
PRODUCT CHARACTERISTICS
Relative advantages
Compatibility
Complexity Trialbility Observability
RELATIVE ADVANTAGE
Contains roasted peanuts, nougat, caramel and milk chocolate.
COMPATIBILITY
Previous version of the SNICKERS is not compatible with all the
consumers of INDIA.
But, now it is fully compatible with the customers of INDIA
COMPLEXITY
There no complexity for consuming the SNICKERS as it is 100%
vegetarian.
TRIABILITY
No free trail is been offered as it is premium product.
OBSERVABILITY
The benefits or attributes of SNICKERS is observable without
Interest
Evaluation Trial Adoption
AWARENESS
Snickers can be aware through television advertisement Consumers are attract through television add.
INTEREST
Now snickers is 100% veg so it will become a more preferable by
EVALUATION
By seeing the television advertisement customers will liking the
ADOPTION
Customer loves this product as it has add vegetarian ingredients.
Product One More Versions Full Product Line Full Product Line Best Sellers
Price
Place
Early Majority
Competitive/ Difference
Late Majority
Reminder
Laggards
Minimal Promotion