Snickers : celebrations versus hunger /
The chocolate brand Snickers is faced with the challenge of low sales in India, possibly due to an ineffective approach to its marketing program. Because chocolate is considered candy in India, the marketing strategy of Snickers as quenching hunger is not consistent with the cultural view of the rol...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2022.
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| Series: | SAGE Business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | The chocolate brand Snickers is faced with the challenge of low sales in India, possibly due to an ineffective approach to its marketing program. Because chocolate is considered candy in India, the marketing strategy of Snickers as quenching hunger is not consistent with the cultural view of the role of a chocolate. The case encourages students to develop a marketing strategy for a brand to be in line with the consumer behavior of the product segment. Such an approach to marketing will be essential for effective brand positioning and generating a desired brand attitude as well. |
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| Physical Description: | 1 online resource : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781529793857 1529793858 |