Background introduction
Mars is an American global manufacturer of confectionery, pet food, and other food products and a provider of animal care services,
After entering China in 1990, Mars became one of China’s leading chocolate manufacturers. In China, Mars has successfully launched its iconic brands DOVE, SNICKERS, M&M's and CUIXIANGMI. Mars Chocolate employs more than 2,000 associates in China and is supported by two factories.
China’s Chocolate market sales trend overview
The per capita consumption of chocolate in China’s market is much lower than the world level, and there is huge room to growth in the future. From 2002 to 2014, China's chocolate sales had a continued growth by more than 10%.
In 2015, due to the macroeconomic slowdown, chocolate sales declined. The chocolate market scale declined by 3% and -1% for two years in 2015 and 2016.
The data shows that the market size in 2016 was 18.4 billion yuan. In 2016, the sales volume of China's chocolate industry was 120,300 tons. Compared with the previous year, the sales volume decreased by 3.84%. It will maintain a slow recovery by single figure in the next few years.
Source of data: collated by China Business Industry Research Institute
Why DOVE is the leader of chocolate industry in China
As written on the Chinese Official Website ‘Since entering China in 1993, Dove has become the taste definer of chocolate with wide variety of flavors and formats.
The reason for Dove’s popularity in China can be mainly divided into three parts of factors; the taste, the position-oriented packaging and the advertising planning.
The taste and good ingredients
They entered China in 1989 and became the leading chocolate brand in China in 1995. Dove chocolate is small in size, silky and delicious. Dove becomes one of the best choices for people who like to taste the "original chocolate". Because there is less milk, the sugar is usually lower. The scent of cocoa is not covered by other tastes. DOVE Chocolates are made through the combination of fine milling and a right combination of ingredients of which cocoa butter plays a significant role giving a unique and silky texture to the candy. After melting in the mouth, the aroma of cocoa will overflow between the teeth for a long time.
Compared to local brands like ‘Xu-Fu-Ji’ which use Cocoa Butter Replacer will leave a sour and tough taste after consuming. Lacking of local brands gives DOVE the opportunity to win large amounts of consumers in China.
The position-oriented packaging
Dove's target consumers are mainly positioned as two groups: one is the couples, and the other is the girls mainly from 16 to 28 years old including college students and young white-collar workers.
In addition, 30 to 45-year-old couples are also target consumers of gift-packaging chocolate.
Packaging analysis:
1. In the packaging image, DOVE chocolates packaging is mainly based on realistic product image, in order to give consumers a sense of trust.
2. In terms of color, DOVE Chocolate still uses the classic brown color of the chocolate industry. But according to different flavors, it has different colors which helps customers to distinguish different products at first glance.
3. In the font design, DOVE chocolate adopts a curve-based design method which is adapted to its silk-like smooth product concept.
4. Of course there are also different type of packing like family packing, economic packing, Valentine's Day edition and to meet consumers’ need.
TV advertising
For me and also for a large amounts of audience, one of the most impressing and successful advertisement is the series advertisement. This brand invited the most popular actor and actress to shot advertisements seems like a cut from TV series.
The main thread is starting from their affection to each other and how they build a deeper relationship.
Elegant, pretty and cute girl, the soft color, delightful fresh music and romantic storyline all just correctly combined making you want to see more.
The start of the story is at the bookstore and then New Year’s Eve and Valentine’s day which also made good campaign on their festivals package.
In conclusion, the characteristics of advertising production are beautiful, fresh, romantic, and delightful.
Book store advertisement
New Year’s Eve
Valentine’s day
Most of the scenes are focus on the pretty girl and romantic story line. This aligned to their target consumers who are young women and couple. The ending of each advertisment are always the girl took a bite of DOVE chocolate and felt like wearing a silk.
Nowadays, DOVE’s “enjoy the silky smooth” and Dove girl has become a well-known slogan and figure.
In conclusion, there is still a huge market for chocolate producers to develop. If the brand has an accurate understanding of the market and are willing to pay emphasis on advertisements, it will soon build up the brand awareness. Most importantly, delicate and rich flavor of the chocolate which adapted to Chinese people taste is always the key to retain customers and the long-term development.
Cited Sources:
1.“2017 China's Chocolate Industry Competition Pattern and Market Size Forecast.” Edited by CY303, China Industry Information, 17 Mar. 2017, 13:09, www.chyxx.com/industry/201703/504450.html.
2.“Chocolate – Mars Brands.” Edited by Mars, Incorporated and its Affiliates., Mars, Incorporated, 2017, www.mars.com/china/brands/chocolate.
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