BRAND MANAGEMENT

SNICKERS

Submitted to: Dr. Smita M. Gaikwad

Submitted by: Arka Sen

Registration No. : FPB2123/081
 BRAND STORY

Snickers is a chocolate bar brand that was first introduced by Mars, Inc. in
1930. The brand is known for its satisfying, hunger-busting snack that is packed
with peanuts, caramel, and nougat, all covered in rich milk chocolate. The
brand's tagline, "Hunger doesn't take a break, but neither does Snickers,"
reflects the snack's ability to provide a quick and satisfying pick-me-up
whenever hunger strikes. Over the years, Snickers has become one of the most
popular chocolate bars in the world, with a variety of flavors and sizes available
to suit different tastes and needs.

U.S.P.
The Unique Selling Proposition (USP) of Snickers can be summarized in the
following points:
1) Satisfying hunger: Snickers provides a satisfying and hunger-busting
snack in a delicious chocolate bar form.
2) Unique taste: The combination of peanuts, caramel, and nougat, all
coated in rich milk chocolate, makes Snickers a unique and irresistible
treat.
3) Convenient and quick: Snickers is a quick and convenient way to
combat hunger, making it a go-to choice for people in need of a quick
energy boost.
4) Humorous advertising campaigns: Snickers has built a reputation for its
entertaining and humorous advertising campaigns that appeal to a wide
range of audiences.
5) Product innovations: Snickers offers a variety of flavors and sizes, such
as Snickers Mini, Snickers Crunchy, and Snickers Almond, to cater to
different tastes and needs.
6) Trusted and recognizable brand: Snickers has maintained a consistent
brand image and established itself as a trusted and recognizable brand,
known for its satisfying and delicious chocolate bars.
 BRANDING STRATEGY

Snickers has implemented several effective branding strategies over the years to
maintain its position as a top chocolate bar brand. Some of these include:

1) Humorous advertising campaigns: Snickers has been known for its

entertaining and humorous advertising campaigns that appeal to a wide
range of audiences. The brand has used humor to communicate its
message and build brand recognition.
2) Product innovations: Snickers has introduced a variety of flavors and
sizes over the years, such as Snickers Mini, Snickers Crunchy, and
Snickers Almond, to cater to different tastes and needs. This has helped
the brand stay relevant and maintain its position in a highly competitive
market.
3) Sponsorship and partnerships: Snickers has engaged in a number of
partnerships and sponsorships, such as with the NFL, to increase its
visibility and reach new audiences.
4) Consistent brand image: Snickers has maintained a consistent brand
image over the years, with its iconic yellow packaging and recognizable
logo. This consistency has helped build brand recognition and customer
loyalty.
 PRODUCT DIFFERENTIATION

Snickers has differentiated itself from other chocolate bars by offering a

unique combination of ingredients and taste. The brand's recipe of
peanuts, caramel, and nougat covered in rich milk chocolate provides a
satisfying and hunger-busting snack that sets it apart from other chocolate
bars. Additionally, Snickers has also differentiated itself by introducing a
variety of flavors and sizes, such as Snickers Mini, Snickers Crunchy, and
Snickers Almond, to cater to different tastes and needs.

Furthermore, Snickers has differentiated itself through its humorous and

entertaining advertising campaigns, which have helped to build brand
recognition and customer loyalty. The brand's tagline, "Hunger doesn't
take a break, but neither does Snickers," reinforces the snack's ability to
provide a satisfying pick-me-up whenever hunger strikes, making it a go-
to choice for people in need of a quick energy boost. These differentiators
have helped Snickers establish itself as a top chocolate bar brand that
offers a unique and satisfying snacking experience.