REPORT I: Marketing ContextEconomic Trends:• Increasing manufacturing costs such as packaging or ingredients. Chocolate bars are considered impulse buys, meaning they don't require any thought. This is due to their low cost. However, if an ingredient such as sugar were to increase drastically, the cost of the candy bar would also increase, thus changing the buyer's perspective on the product class. Social and Demographic Trends: • Although candy bars are thought to have been more popular with younger consumers, the crunchy candy bar has always been focused on older demographics. This can be seen through their mature packaging advertisements. Healthier lifestyle: • Consumers are now watching what they eat and want to avoid products that contain ingredients considered to be fattening. Technology: • Advertising on the Internet is at an all-time high and consumers are attracted to products about which they can get more information on the Internet. Additionally, a "buzz" promotion can be effectively created via the Internet.Policy:• French/English packaging• In Canada, it is illegal not to have English and French writing on the packaging.Ingredients:• All ingredients must be labeled on the packaging. Market Analysis Canadian Market Size and Growth: • From 1996 to 2000, the chocolate market experienced a total growth rate of 19.1%, with retail sales in 2000 generating a whopping $13.7 billion . Competitive AnalysisMarket Trends:• Hershey Canada is one of the largest competitors in the chocolate industry. bar market. Hershey brands have strong market value and a long history dating back to 1903. Hershey Canada owned three of the top five selling chocolate bars in 2000 and 2001. Hershey's top three brands owned... middle of paper... ..to recreate the brand image, the window is still open for opportunities, whatever the choice. Threats: (External) • Cadbury must be able to create or revise a marketing mix that would maintain a strong market position in the face of large competition. from Nestlé and Hershey who both have very successful campaigns for their chocolate products. Positioning Statement • A Crispy Crunch bar contains a group of chocolate and peanut brittle that delivers a distinctive and delicious flavor. Eat your Crisply crunchy bar before someone eats it for you! "The only thing that tastes better than my Crispy Crunch is someone else's Crispy Crunch." Target Market Definition • Men and women aged 15-24, who are currently working and take time to hang out with friends and family. They are infrequent users because they are health conscious and may opt for another brand..