You have recently been appointed as Marketing Coordinator at Mars Inc. Mars manu

Question

You have recently been appointed as Marketing Coordinator at Mars Inc. Mars manufactures chocolate bars such as Mars Bar, Snickers and Twix. Your Marketing Director is new to her role and has commissioned some market research to collect data on people’s chocolate buying behaviour. As you are a recent Marketing graduate, the Marketing Director asks you to analyse and interpret the data and share your insights on chocolate buying behaviour with the department.

Q. Your Marketing Director believes that the Snickers brand should focus on targeting a customer profile of females, aged 26-35 years old, who earn more than $70,000 per year. Analyse Tables 4-6. Do you agree/ disagree with your Marketing Director? Explain your answer.

Table 4: Demographics - Gender Female Dev Male Dev Average MAD Brand Female Male 4 4 Mars Bar Kit Kat Snickers Twix Nestle Gold Avorago 64 60 59 61 58 60 36 40 41 39 42 40 2

Explanation / Answer

I dont agree

Because, as first table tells us the behavior of females towards snickers, there is no information on behavior of females in age category or by household income.

If i had known that females between 26-35 years with income greater than $70,000 are more hinged towards snickers then i would have agreed. But due to the lack of segmental information this cannot be assumed.

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