Snickers: One more Classic Market Research failure
Snickers is one of the most well-known chocolate brands in the world. Snicker’s Parent Company, Mars Wrigley, who owns brands like Extra, M&M’s and Skittles, Confectionery functions in accordance with the Sustainable Development Goals of the United Nations. They are considered to be one of the top chocolate producers in the world. In India, there are many chocolate brands, who are successful but when it comes to advertising, Snickers comes out on top. Their creative advertising is the cherry on top. However, the brand is experiencing low sales in India.
Is Snickers Marketing Communication strategy bad?
Ah! But what about Cadbury’s presence in India?
I Know! A lot of questions…
Here’s the deal, Snickers adds a “Hunger appeal” to its advertising, even the tagline “What’s Hungry! Grab a Snickers” refers to being “hungry”. All of their commercials feature the product as a ravenous treat, Indians, meanwhile, do not consider chocolate to be a snack when they are hungry. Moreover, Cadbury, a market leader in India, are successful with its customer-centric marketing strategy, which conveys messages relevant to their culture. Snickers has therefore failed to communicate that idea to its Indian Consumers.
What is Cadbury doing which Snickers isn’t?
Snickers is so good at marketing that you can’t help it but been drawn to it when you see its commercials. Are you hungry? Grab a Snickers. This is exactly what they are doing. But…Cadbury is as good as Snickers in Advertising. What’s the issue here?
MARKET RESEARCH… Yes! it’s like me writing the article without any relevant knowledge. THIS is necessary and THIS is what Cadbury has done neatly.
Cadbury is so focused on the consumer that they have changed their minds by delivering messages through advertising. Celebrations have many different connotations and customs in Indian Culture. The occasions when people can give out chocolates instead of the conventional sweet products is the fundamental concept of Cadbury. They market themselves through consumer emotions and events. Cadbury has so badly positioned itself in the minds of consumers that if someone wants to gift something on a special occasion. They will purchase Cadbury’s Celebrations.
Understanding Consumers is fundamental to market success.
Snickers were unable to understand the consumer’s perspective of being hungry. When Indians get hungry, they don’t think of Snickers. Instead, they think of their own culture’s food. India is a country where you get to see a wide range of cuisines. Why would anyone want to go have a chocolate rather than having a Vada pav or Biryani when they are hungry. Snickers has missed a point that Indians do not consume Sweets when someone is hungry and that is where Cadbury stood out in this regard.
This is what Dunkin Donuts have made a mistake by thinking of replacing Dosas, Parathas with donuts. The ‘THIS” is what missing here. Understanding a consumer is a critical task for businesses. Why would fast-food chains such as McDonald’s, Burger King have a different menu for the Indian Market? It’s because they understand the Indian consumers.
Consumer minds are not hard to get in when you have proper research on your hands. Cadbury’s message-oriented advertising has done it. The message corresponds to the Indian Food habits. This demonstrates how the marketing communications should be consistent with the consumer behavior of the Indian Market. Snickers has failed to communicate with this to the Indian Market. Yet, they are differentiating themselves in the market with the “Hunger appeal”.
Simply, ask yourself if you think of Snickers when you’re hungry. You will find out whether the strategy is?
