Marketing of 10 Famous Chocolate Brands
Go and ask everybody you see on the street (Do you like chocolate?) They would say (Yes!).
Why do they like chocolate? What is the brand they prefer? Why they prefer a special brand more than other ones?
I will try to explain some phenomena revealed by marketing analyses. What type of people like to buy a particular chocolate brand. Why some chocolate brands succeed, some not so much. What are the marketing tactics they use to attract customers? So, here are the 10 famous chocolate brands.
More expensive chocolates.
1.Ferrero Rocher marketing strategy.
Ferrero Rocher is a famous Italian brand and almost everybody has tasted it. What are the marketing tactics of Ferrero?
Marketing approach – Ferrero took the luxurious gold color it is mixed with black. Ferrero is about luxurious love. The high-class chocolates are hidden under a minimalistic transparent box. The brand is based on the gold association as if you give somebody gold and he/she eats gold. So it is something precious. One should look at it and immediately think that it is precious. Ferrero is made very carefully as if it is a high-class décor or plate. Every particularity is done perfectly and in an elegant way. This is how they attract their customers.
Brand personality approach – Almost like all high-class chocolate brands Ferrero has The Lover personality which generalizes love, love to a partner, to a friend or parents. This gives the high-class chocolate distributor to target the right people and the right emotion. The love of the brand is mixed with the retro and classical approach Like Romeo and Juliet.
Targeted customer – Ferrero Rocher ads are about successful women of middle age, who are grateful to their companions or teacher or Moussa. They are in the center of attention. Once on the stage, another time in a high-class party. They are mostly successful and wealthy people.
2. Toblerone marketing strategy.
Marketing approaches – Toblerone is maybe the most unique chocolate bar. The appearance is very strange. Why is it rectangular? Because it is the mount Toblerone. You buy Toblerone and have almost 20 mounts of chocolates. That’s interesting.
Another way to make people love chocolate is the various tastes and flavors that Toblerone provides to us. Nowadays chocolate users prefer new tastes, new directions.
Brand Personality choice – Toblerone likes giving variety of choices to people. And customers are just curious about what new Toblerone will present them, the personality type is called Explorer. Explorer makes you feel free and has your own choices. Toblerone gives you an opportunity to have your own taste, own way of chocolate.
Targeted customers – The brand buyers are mainly shopping oriented people. These people are mainly mothers of families who like to give presents to their close people, to children or husbands. Toblerone is a unique gift for family members.
3.Lindt‘s marketing strategy.
Marketing approaches – Lindt is made to conquer girls’ hearts. The packages, the colors, and tastes are made to warm up the hearts of lovers. The red, green and soft colors give birth loving purity and imagination. They have collaborated with Roger Federer who is a great heartbreaker and the target of the collaboration are young and prestigious girls who appreciate quality.
Brand Personality – Just like most other luxury chocolates Lindt has the Lover personality. It puts spell on couple relations. How the girl will perceive the love of the guy. Also, the Brand personality is flavored with Innocent style directions. This means that they try to give birth of childish joy, emphasizing innocent events like Christmas, or thankfulness day. Many chocolates of Lindt are packaged with Santa Claus or loving bears.
Targeted customer – The chocolate is made to be bought as a present to tender girls who are very stylish, spiritual. They are mostly trend makers and loved in their communities because they want to seem very attractive. Lindt targets them and suggests them softness of spiritual love.
4.Guylian marketing strategy.
Marketing approach – Guylian has its signature, like Toblerone. Nobody can confuse it with others. These little chocolate bars with sea creatures are familiar to each of us. When I was a kid I was examining these creatures very attentively and didn’t want to eat them as they were like masterpieces. These iconic chocolates create a real social buzz about their appearances. Just remember the beautiful seahorses!
Brand personality– The Guylian Brand has a different approach to its personality. It is not a lover, neither an explorer. Guylian is more about Magician personality. Isn’t it magical to see these sea creatures in the boxes of the chocolate brand! The magician is about vision and dream come true. Guylian gives the vision to every customer.
Targeted customer – These segment of people are mainly those ones who live with memories of past and happy childhood. They buy it to recall the great time they had in the past. These people are disaffiliated from communities. Other segments are aged people who buy gifts for grandchildren. These are successful grandparents who want to cheer up young people.
Every successful brand has implemented the strategy of 12 brand archetypes. We need to take just 8 steps for completing archetypal branding with the following book.
1. Find out your brand archetype.
2. Create a logo.
3. Do the packaging.
5.Patchi marketing strategy.
Marketing approach – Patchi is about imagination. A simple chocolate bar becomes neo art with them, and they can show it in exhibitions. Patchi creates new directions of art and their lovers are following them as Patchi is a sculpturer. You can notice anything here, many imaginative masterpieces and you gonna also eat that. Patchi chocolates are living creatures. I see them once as a home interior décor, another time as an addition to baby toys.
Brand Personality – The brand has a vivid Creator personality. It is a masterpiece made by artists. It is an addition to your mood, your home. It is just a part of you. You give somebody a gift and it has a story, your story. It tells somebody about you as their gift ranges are very diverse. These masterpieces are so good that you just do not want to eat them. Better leaving them with its stories.
Targeted customer – The Patchi customers are people who really appreciate beautiful and creativeness. Who really appreciates art and likes going to various museums and exhibitions.
Giving a Patchi as a gift creates values and deepens your connection. These people are perfectionists, intellectual and modern.
Cheaper chocolates.
1.Snickers’ marketing strategy.
Marketing tactics – (You are not You when you’re hungry) the famous quote of the chocolate.
Funny commercials help people feel strong when they try Snickers. Just try it, no matter who you are or where you are. Snickers is going to make you stronger and more self-confident. The chocolate bar has recently developed its tastes and sizes.
Brand Personality – The brand encourages us to prove ourselves with difficult acts. To become strong and competent and eventually become a real champion. The brand values energy, ambitiousness and focus.
The following brand personality is called Hero. Snickers is collaborating with National football league and their Social Media appearances are full of Football associations. And Nfl creates real heroes!
Targeted Customers – While I look upon the ads of Snickers, it is obvious that they do not have specifically targeted people. It is just an everyday man, with everyday problems. Once it is a woman at a gym, another time there are guys at a party. These bars were our favorite ones during childhood, so each of us knows Snickers and can try it again of course!
2.M M’s marketing strategy.
Marketing approaches – M M’s are cartoon characters. They are our favorite ones and we are expecting a new funny cartoon series to be released. What is going to do these 2 friends next time? They show us their world and take us there to have a beautiful and funny time. Just forget everyday troubles and be a part of M M’s world. They have also increased their product range with interesting salty chocolates.
Brand Personality – These 2 guys are our funny friends and everybody wants to know them closer. And the M Ms has chosen the Jester personality. The Jester provides us funny jokes and having a great time with friends. The brand makes us get out of boredom and experience interesting and joyful times. Why we need M M’s? To be out of boredom.
Targeted customers – By watching their ads I see sometimes a group of young friends who are mostly university or school friends. Their age is from 15 to 25. Once they are in the cinema watching movies, another time at someone’s house party. These people are joyous and young, who like to spend an interesting time with friends and gaining more authentic values. They are book addicts and like to go abroad for vacations.
3.Kit-Kat marketing strategy.
Marketing approaches – Kit Kat marketing genius is about the break idea. Oh! Everybody thinks about break time during work. It is everyday activity and Kit Kat has targeted the idea perfectly well.
Millions of people think about to taste Kit Kat when having their break. Have your #magicbreak with KitKat.
Brand personality – After some thoughts, I guessed the Kat kat personality. When we need Kit Kat and why? We need it every day during the break and why? To break our fast. So it is obvious that is has an Everyman Brand personality. The personality is about everyday habits and deeds that are accepted by others. Everyone accepts Kit Kat as a chocolate bar for breaks. And it is already their culture.
Targeted customer – Kit Kat targets all the office employees of the world. Maybe it is more than 40 % of the world population. These people have a peaceful and well-arranged life. Traditional values direct them and they prefer to follow others and they are really hard workers.
Every successful brand has implemented the strategy of 12 brand archetypes. We need to take just 8 steps for completing archetypal branding with the following book.
1. Find out your brand archetype.
2. Create a logo.
3. Do the packaging.
4.Hershey’s marketing strategy.
Marketing approach – This company has is own culture. Hershey’s has diversified its products and they have a wide range of products, from coffee to chocolate cremes. But their thin chocolate bars and Hershey’s love are the most remarkable ones. Hershey’s bar is the most simple chocolate out there. They have never changed their style as they have their own culture. Other should change themselves but Hershey’s is firmly standing for their values
Brand personality – The chocolate brand creates its unique culture and it is very different from others. The ways Hershey’s approaches to customer engagement is totally different. They make Hershey’s reality for children like a real train of love chocolates. So, the brand has The Creator personality as it is creates something with value and gives form to vision.
Targeted customer – Just like the case of the kit kat, Hershey targets every man. Their bars are simple. Just what you need to eat with a cup of coffee. On their ads I see a group of young people who are having a picnic, so who are they? Just university students. These guys are progressive ones who read and learn a lot. They want to go abroad and see new cultures.
5.Cadbury marketing strategy.
Marketing approaches – Cadbury is about milk and violet color. These violet chocolate bars are all separate and unique. The separate bars are the philosophy of the brand. In the ads they are watching TV, another time they are playing football and eventually they travel a lot. It is like M M’s. But in reality they have put spell on milk as it is wholesome and pink is calm and wise. Just a mixture of these two phenomena.
Brand personality – The soft violet color immediately reminds me of tender feelings, caring acts just like in their ads. A little girl wants to buy the chocolate but she has not enough money. So, she pulls up her toys to pay for the bars and the shop assistant seeing this gives her the Cadbury. Then she goes to her mother who always cares for her.
The brand has a Caregiver personality, which always tries to do things for others, to protect others.
Targeted customer – In their ads I see people who are very warm, they want to care about each other. Once it is mom and daughter, the other time it is 3 friends who are very close to each other. These types of personalities care about family a lot and all their time is centered on home, children, kitchen. They are for traditional values and faith.
After analyzing these 10 brands I have the impression that they have done Marketing in a brilliant way. That’s why they are so popular and loved. I see a huge work in every particularity of the products. Each of them is specified in their market and developed their own vision and ideas. These are ideal brands and favorite ones of millions of people.
