Canadian Chocolate Bar Market

Report I: Marketing Background Economic Trends: Increase in the cost of manufacturing packaging or raw materials. Chocolate bars are considered impulse buying, which means they do not need to be taken into account. It is because it is cheap. However, as sugar-like ingredients rise suddenly, the price of the chocolate bar will also change the buyer's perception of the product category. Social, Demographics Trends: Young consumers believe that chocolate bars are more popular, but the crisis of crisping has always focused on old demographics.

Hershey Canada, the leasing brand accounted for 3% of the Canadian chocolate bar market in 2001. Ruiqi brand is targeting young children "Advertisement shows young direction and entertains children" (Crunch, Crispy case). Lease brands will penetrate young consumers and achieve strong brand compliance. Leasing uses over-the-counter materials to attract impulsive consumers. Lease also adopted a leadership positioning strategy; Lease showed that their products are the first choice for children. Hershey milk chocolate and Oh Henry have strong brand loyalty for their long-term customer base. Nestle Canada is a leader in the Canadian chocolate bar market due to its strong market penetration and market position. Nestle Smarties uses image placement strategy

Hershey Canada is one of the biggest competitors in the chocolate bar market. The Hershey brand has a strong market value and a long history dating back to 1903. Hershey Canada sells three of the top five of the chocolate bars sold between 2000 and 2001. Hershey's three major brands account for 15% of the Canadian market. Hershey's brand, lease brand and Hershey milk chocolate acquired a market share of 0.9% between 2000 and 2001. Hershey brand Oh Henry has lost 0.3% of the market, but still occupies the fourth position on the market.