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A PRESENTATION ON DIFFUSION AND INNOVATION OF

Submitted to Dr. Kavita Saxena

Prepared By : Yash Dave Savan Bhatt Rajesh Busa

Snickers
Parent Company Category Sector Tagline/ Slogan USP Mars Chocolate Food Products Hunger achhe achho ko badal deta hai Chocolates with real nuts STP Segment Target Group Positioning All people looking to have high quality premium chocolate All age groups middle and upper class people Chocolate for All people

PRODUCT INFORMATION
Snickers is a brand name candy bar made by Mars, Incorporated. It

consists of nougat topped with caramel and peanuts, enrobed in milk chocolate. Snickers has annual global sales of $2 billion.
In 1930, Mars introduced Snickers, named after the favorite horse

of the Mars family. The Snickers candy bar consists of nougat, peanuts and caramel with a chocolate coating. The bar was marketed under the name "Marathon" in the UK and Ireland until July 19, 1990, when Mars decided to align the UK product with the global Snickers name. There are also several other Snickers products such as Snickers mini, dark chocolate, white chocolate, ice cream bars, Snickers with almonds and Snickers peanut butter bars.

MARS LAUNCHES "EGGLESS" SNICKERS FOR VEGGIES


Mars International India, a leading chocolate manufacturer,

company announced the launch of its popular Snickers chocolate in all new vegetarian avatar.
The company has set up a completely new assembly line to

manufacture the vegetarian snickers chocolates especially for the Indian market.
The Snickers Green Dot bar will be sold in two pack sizes - 25g

and 45g - at Rs.15 and Rs. 30.

Mars said it had set up a new assembly line to make the new

product. The non-vegetarian Snickers will continue to be available.


"Our endeavour is to bring quality chocolates that will satisfy the

Indian palate. The launch is in line with our business objective of growing our Snickers range in India. With Snickers green dot we wish to cater to our growing vegetarian consumers," MV Natarajan, MD of Mars' chocolate business in India, said.

DIFFUSION
Firm-Oriented Definitions: SNICKERS VEG. is not new product

for the firm as it is producing other veg. chocolates.


Market-Oriented Definition: SNICKERS VEG. is new product for

the market because people are hesitating to buy the original snickers due to the Non Vegetarian symbol. But the new snickers will be acceptable because it is 100% vegetarian.

PRODUCT CHARACTERISTICS
Relative advantages

Compatibility
Complexity Trialbility Observability

RELATIVE ADVANTAGE
Contains roasted peanuts, nougat, caramel and milk chocolate.

It handles the hunger.


The ingredients makes the product premium. As renovation, now the SNICKERS is 100% vegetarian.

COMPATIBILITY
Previous version of the SNICKERS is not compatible with all the

consumers of INDIA.
But, now it is fully compatible with the customers of INDIA

because of the vegetarianism of the chocolate.

COMPLEXITY
There no complexity for consuming the SNICKERS as it is 100%

vegetarian.

TRIABILITY
No free trail is been offered as it is premium product.

OBSERVABILITY
The benefits or attributes of SNICKERS is observable without

trying the product that GREEN dot is shown on the pack.


After consuming the chocolate customer can easily observe the

benefits of the chocolate as promised by the company.

STAGES OF ADOPTION PROCESS


Awareness

Interest
Evaluation Trial Adoption

AWARENESS
Snickers can be aware through television advertisement Consumers are attract through television add.

INTEREST
Now snickers is 100% veg so it will become a more preferable by

Indian customer because Indian customer generally prefer vegetarian chocolates.


It handle a hunger of people as company has promise.

EVALUATION
By seeing the television advertisement customers will liking the

product mentally. And evaluate it.

ADOPTION
Customer loves this product as it has add vegetarian ingredients.

Category Innovators Early Adopters

Product One More Versions Full Product Line Full Product Line Best Sellers

Price

Place

Promotion Informative Informative

Penetration pricing Intensive Penetration pricing Intensive

Early Majority

Penetration pricing Intensive

Competitive/ Difference

Late Majority

Penetration pricing Intensive

Reminder

Laggards

Penetration pricing Intensive

Minimal Promotion

Snickers Rotate to Satisfy