Mars Bar Measurement in Bcb

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.Types of marketMars Bar chocolate is belong to the subscription market, Subscription market is the market that the most of consumers are high degree of solely loyal buyers .The share of category requirements under subscription market is 100%. For instances, categories such as mobile phones or insurances.

Consumers are not willing to switching the brand because they only like to use particular brand in that certain period (Sharp et al. 2002). Mars Bar chocolate has the highest sole loyalty of 22% overall whole chocolate industry which means there are 22% of consumers are buying Mars Bar at the same time and do not switch to other brand of chocolate.Repertoire market, in this market consumer are polygamous loyal, Buyers are seldom 100% brand loyal even over quite small runs of category purchases, not meaning that consumer are not loyal, but they shuffle around between the brands in their repertoire. The variation in repertoire composition across buyers is predictable hence repertoire markets demonstrate well-documented patterns in marketing metrics (Ehrenberg and Goodhardt 2002; Ehrenberg 1972; Ehrenberg et al. 2004; Sharp 2007).

The importance of light buyersIt is absolutely a good strategy to getting more light buyers as opposed to focusing on heavy buyers, there are so many of them that they playing a significant role to sales volume. According to Sharp in 2010, Pareto’s law defined as 80% of sales income from the top 20% of brand buyers, which means that the proportions are closer to 50% of sales coming from the top 20% customers and the remaining 50% of sales coming from the light 80% of customers. Big brand are often make up by huge amount of light buyers, in table 1 Mars Bar chocolate’s Sole loyalty has become a strong evident to prove this rule, although light buyer switching brands very often.Brand SalienceIt has been acknowledge (Romaniuk & Sharp 2004) that Brand salience can be defined as the propensity of the brand to be thought of by buyers when they are in a buying situations.

A brand awareness strategy depends on how well known the brand is, Brand Salience is forming image to refresh their memory about the brands that can linked to consumer mind as well as the quantity and quality of the cue to brand links (Olson & Peter 2005), it is very important that consumer can connect to their mind as many cues as possible . The level of consumers’ brand awareness necessary to induce purchase varies depending on how and where they make their purchase decision for that product category or form.The brand attitude is focus on evaluating the brand, according to Schiffman and Kanuk (2007) “attitudes are relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet, and various forms of direct marketing” , example would be retailer’s catalog.Recent research proving that the consumer often use cues to searching their potential product during buying situations (Holden, 1993; Nedungadi, 1990). Customers will make their choices according to brand salience when they have low involvement such as lack of purchase motivation or purchase ability under a certain product category (Keller 2001).In table 2, it is showing Mars Bar chocolate dominate the result in Top of Mind Awareness and Overall Brand Awareness therefore it forms the highest result of Salience (whole sample), The overall brand awareness of Mars bar is 89% which means that approximately 89% of customers will remember Mars Bar under the whole market even though there are other brands and Under top of mind awareness, the result of Mars Bar is 41% which is far away higher than the average and this means that 41% of customers will think a about Mars Bar when they are in the buying situation in chocolate bar.

Besides, Mars Bar have the second high salience ( user only), Conversely Nestle Gold is the brand that performing worse, with only 2 of T Top of Mind Awareness and 10 of Overall Brand Awareness, thus Nestle gold has result poorly.Nonetheless, the saliences of brand (users only) in the chocolate industry are relatively the same and close to the average with 39. It is essentially important to look at salience for brand users separately because most of a brand’s customers think and care little the brand, these people represent most of the brands sales as mentioned in Pareto law, big brand is forming from 80% of the light buyers of the total sales, so marketers should building a great brand salience to increase the retrieved cues of the brand. Successful advertising such as Woolworth and Myer dingo can always refresh people mind of “buying fresh food then go to Woolworth” and “Myer is my own store that I can shopping anytime and find what I want”.Brand salience can be built and enhanced by three major processes: encoding, maintenance and retrieval.

Encoding is the way that consumers putting the information into storage for later retrieval (Lantos G, 2011), consumer also filter out what kind of information is useful, unusual and how often they will use. Maintenance is defined by Lantos in 2011, stated that ”the silent, metal repetition of a piece of information in a short team memory”, following the rehearsal, the information will transferred to a long term memory therefore memory easily accessible and keeping up to date information .Retrieval is the processes whereby people recover access information from long team memory which is equal to the processes of remembering (Lantos G, 2011).Advertising would be the appropriate marketing strategies, advertisement increases the tendency to like the product (Hawkins, 2007). Positive affect towards the advertisement may increase liking for the brand through classical conditioning or it may be a more high-involvement (Hawkins, 2007). Classical conditioning example would be using popular celebrities to generate positive feelings towards their product.