Background Information
A key brand in the Chocolate & Confectionery operating within the Australian marketplace is Snickers. Snickers is a chocolate brand that has been able to build on its success within the Australian market by marketing itself as a product that goes beyond expectations from individual consumers.
One notable innovation that has been introduced by Snickers within the past 1-3 years as part of its operations in the Australian marketplace has been innovative marketing. In one of its marketing campaigns, Snickers used the slogan ‘You’re not you when you’re hungry’ with the focus being towards attracting a significant number of customers towards its brand (Hamerman and Johar, 2013, p.431). The result of this marketing campaign is that it helped clear new expectations for the company making it much easier for it to compete within the Australian marketplace. The adoption of innovative marketing has also seen Snickers build on its position as a competitive brand, as it has become much more comfortable for it builds or defines its consumer demands.
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In my opinion, I am in favor of the innovation, as I believe that the company's ability to adopt innovative marketing serves as one of the critical factors that seek to define its ability to maximize on customer demands.
Personal Opinion
Explanation 1
Snicker's decision to adopt innovative marketing as one of its marketing approaches serves as a critical factor that justifies the brand's ability to help build on demand among its consumers. I tend to believe that the marketing approach allows Snickers to advance its understanding of the consumer market with the aim being towards ensuring that not only introduces products but also seeks to create demand. In the slogan used as part of the marketing campaign, the central aspect to note is that the company has been able to tap into the fact that indeed people tend to experience a significant shift in themselves when feeling hungry. The marketing campaign seeks to highlight the fact that most people find themselves in situations where they are likely to make mistakes when hungry. That can be seen from research by Mediacom, a media planning agency, which indicated that human beings are much more likely to make mistakes when experiencing hunger. Snickers use the research findings to its advantage with the intention of highlighting its ability to offer a solution to hunger.
Most of the people that viewed the marketing campaign by Snickers were able to connect to the fact that the brand does not only seek to justify the need for having to consume this product but also allows people to view hunger as a pivotal contributor to mistakes. An example of a common mistake that Mediacom indicated, which was a result of hunger, was misspelling arguing that most of the people find themselves in situations where they are much more likely to make spelling mistakes when hungry. On its part, Snickers sought to provide its consumers with a solution to hunger arguing that consumption of a Snickers bar would help ensure that one can avoid hunger at all costs. The ultimate result is that this ought to create some form of standard approach through which to ensure that more people would appreciate or accept Snickers as a chocolate brand. In my position, I would argue that indeed Snickers was very innovative in its approach towards marketing, which serves as a critical determinant of its performance in the market.
Explanation 2
On the other hand, I view the marketing approach by Snickers as being very innovative, as it not only ensures that consumers would go towards the brand but provides them with the guarantee of quality. The innovative marketing campaign by Snickers sought to position it as a nourishing meal rather than its comparison as an unhealthy chocolate bar, which would affect its ability to compete in the consumer market. In my position, I was able to take note of the fact that Snickers has been able to build itself as a brand that understands the needs among its consumers, which serves as crucial factor defining demand. That can be seen from the fact that the chocolate bar can act as a whole meal rather than operating an unhealthy chocolate bar within the consumer market.
I would argue that the innovative marketing campaign taken by Snickers has built it as one of the most popular chocolate brands not only in the Australian marketplace but also in different parts of the world. Snickers is a chocolate bar that is designed to offer a satisfying snack that would serve as an energy boost for consumers; thus, defining its value when dealing with hunger (Kelleher, 2012, p.14). That is an approach that highlights the fact that indeed Snickers has been able to define its structured positioning concerning ensuring that it can compete in the consumer market. The adoption of innovative marketing is seen as one of the critical factors that define performance for this chocolate brand within the consumer market.
Bibliography
Hamerman, E.J., and Johar, G.V., 2013. Conditioned Superstition: Desire for control and consumer brand preferences. Journal of Consumer Research , 40 (3), pp.428-443.
Kelleher, J.B., 2012. The maker of Snickers to Put Its Chocolate on a Diet.
