Question

Does targeting to adults require a change in image for candy products?

Case Hershey page 383 of book consumer behavior

Answer 1

Targeting adults for candy products requires for companies to change their image to appeal to its targeted marketed. Not only marketing but the packaging as well as flavor of the product plays a very important role in targeting market segments. It is important to analyze the relationship between the targeted consumer and the product to be offered. This helps in better understanding of the target consumer base. With the help of this understanding, the marketing strategy can be formulated keeoing in mind important categories in each targeted segment. For the marketing of candy, this process will help in determining what type of people prefer to consume what type of candy during what situations. It is also important to understand the competitiors' position in the market. On the basis of this complete analysis, the company can now choose to decide if there is an available and profitable market for candy for the selected segment and can then start designing a marketing mix strategy for the selected segment.

In the case of candies for adults, bite-size candies are more preferred as compared to regular size candies. As most adults tend to be health consciuos and are prone to feel guilty for eating a regular size candy, the small sized candies act as a quick but gulit free snack for them.