Kinder Joy

Kinder Joy

Situation Analysis/Current Marketing Mix

1.1Current Product

Kinder Joy is a little egg-shaped chocolate confectionery. They are in the shape of an egg made of milk chocolate. Consumer gets the satisfaction of consuming a sweet product that fulfills their craving. Consumer gets the extra benefit of a toy that has to be put together. The product is intended for the use of consumers and business by it for resale. The target market is kids and the toy is included to attract their attention. The product is available in its standard size and also has large sized chocolate version known as Maxi Eggs, they include bigger toys in comparison with the regular version. The product also comes in special limited editions such as for Christmas, the product will change. Some of the limited versions consist of special toys with themes revolving around an animal or a cartoon. The product is an impulse good and such goods do not require a lot of time of the consumers to be purchased. The product has to be available in the market in order to be purchased. The substitute product will be bought as the market for chocolates is diversified and there a lot of options available for the consumers. The product has been in the global market since the year 1973 and originated in Italy. The product is unique in its shape and is a production of a well known chocolate manufacturer Ferrero. The product is unique in the way that some of its toys are kept by collectors as they are hand painted figures. The product has a unique packaging that has the color of red and white and is in a literal shape of an egg and the company keeps changing the toy that is included inside the packaging with customizations in accordance with the markets they cater to.

1.2 Current Pricing

The product is in very competitive confectionery market that consists of big players such as Cadbury and Mars. The product will face a decrease in demand from its consumers that purchase it for the sake of consumption only; the consumers that purchase this product for the toy might not be affected by the change. The product uses ingredients such as milk, cocoa and sugar and it is an essential part of determining the price of the product. In addition to this the product price also has to account for marketing and advertising costs. The product prices varies according to the market it is available in, and is more than the competitor's price as the product comes in a 20g unit. In the United Kingdom the price of a 20 gram unit is 50 pence whereas the price of a Galaxy 100gram unit is 94 pence. The consumer's are attracted to the offering of the product that includes a toy. The toy is an attractive feature for the kids and the product has been in the market for a long period of time. The parent company Ferrero is renowned for producing top quality chocolates ...