Mars Bar Measurement in Bcb
Mars bar chocolate
Measuring & Interpreting Brand Performance Report
Prepared for Buyer & Consumer Behavior team
University of South Australia
Cameron Lau Ming Cham
Undergraduate student
25 May 2012
Executive Summary
This report examines Mars bar chocolate Brand Performance; Awareness and Salience; and Demographics and Segmentation.
Brand performance part showing that the difference between subscription market and a repertoire market, although chocolate industry is most commonly in the subscription market but Mar Bar have extremely high Sole loyalty to denied this rule. Light buyer is the essential factor for marketers due to the theory Pareto Law, strategy such as increase penetration but not increasing loyalty of existing customers can be success in targeting light customers.
On the awareness and salience, brand salience is the golden factor that for brand to success in the market, customers are often using cues to link to their potential product during the buying situation.
There is no brand level segmentation across whole chocolate industry which means that there are only a little difference between customer profiles in terms of relationship status, total household income and gender.
.
The implication of Mars Bar’s marketing strategy should reform the cues and doing heavy advertising campaign therefor Mar Bar can acquit more female consumers due to poor performance for the segment of female.
1.1 Brand Performance
Table 1: Brand Performance Metrics | Brand | Market Share | Penetration | Average Purchase Frequency | Category Buying Rate | Share of Category Requirements | Sole Loyalty | Mars Bar | 34 | 74 | 2.2 | 5.8 | 39 | 22 | Kit Kat | 24 | 52 | 2.3 | 6.2 | 37 | 7.7 | Snickers | 20 | 48 | 2.0 | 7.4 | 27 | 4.2 | Twix | 16 | 46 | 1.7 | 7.3 | 23 | 0 | Nestle Gold | 6.5 | 26 | 1.2 | 8.5 | 14 | 0 | Average | 20 | 49 | 1.9 | 7.0 | 28 | 6.7 |
According to table 1, Mar Bars is the
Measuring & Interpreting Brand Performance Report
Prepared for Buyer & Consumer Behavior team
University of South Australia
Cameron Lau Ming Cham
Undergraduate student
25 May 2012
Executive Summary
This report examines Mars bar chocolate Brand Performance; Awareness and Salience; and Demographics and Segmentation.
Brand performance part showing that the difference between subscription market and a repertoire market, although chocolate industry is most commonly in the subscription market but Mar Bar have extremely high Sole loyalty to denied this rule. Light buyer is the essential factor for marketers due to the theory Pareto Law, strategy such as increase penetration but not increasing loyalty of existing customers can be success in targeting light customers.
On the awareness and salience, brand salience is the golden factor that for brand to success in the market, customers are often using cues to link to their potential product during the buying situation.
There is no brand level segmentation across whole chocolate industry which means that there are only a little difference between customer profiles in terms of relationship status, total household income and gender.
.
The implication of Mars Bar’s marketing strategy should reform the cues and doing heavy advertising campaign therefor Mar Bar can acquit more female consumers due to poor performance for the segment of female.
1.1 Brand Performance
Table 1: Brand Performance Metrics | Brand | Market Share | Penetration | Average Purchase Frequency | Category Buying Rate | Share of Category Requirements | Sole Loyalty | Mars Bar | 34 | 74 | 2.2 | 5.8 | 39 | 22 | Kit Kat | 24 | 52 | 2.3 | 6.2 | 37 | 7.7 | Snickers | 20 | 48 | 2.0 | 7.4 | 27 | 4.2 | Twix | 16 | 46 | 1.7 | 7.3 | 23 | 0 | Nestle Gold | 6.5 | 26 | 1.2 | 8.5 | 14 | 0 | Average | 20 | 49 | 1.9 | 7.0 | 28 | 6.7 |
According to table 1, Mar Bars is the