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Analysis
Internet
Radio
Newspaper
- Television continues to be
the main promotion channel
for the majority of the
population.
- Internet usage is also quite
high. With its high internet
penetration rate and high
mobile subscriptions, a
strong internet presence will
be useful
Source: Nielsen
Competitors Analysis
Brand Awareness
100
90
80
70
60
50
40
30
20
10
0
2013
2012
2011
16
14
12
10
8
6
4
2
0
2012-2013
2011-2012
CONSUMER ANALYSIS
10,000.0
8,000.0
6,000.0
4,000.0
2,000.0
0.0
Gift
Moulded
Countline
Bite Size
Total Others
notice that sale of different type of chocolates is constant throughout the year, however, Gift category incr
re than double the value during peak seasons.
nsumers prefer Gift chocolates in Peak seasons
Consumer Profile
Gender
80%
60%
40%
20%
0%
Ethnicity
Male
Female
100%
80%
60%
40%
20%
0%
Chinese
Non-Chinese
KOOL KICKS
(BUMO)
SCHOKOLADE
(BUMO)
ROTTERDAM
(BUMO)
KANDIE
(BUMO)
SCHNITZ
(BUMO)
chokolade has a fair share of the countline market itself, but falls behind severely in the gift domain.
edian Resident Household Income is $8292 (Site Link)
eed to concentrate on Gift market.
- Mainly bite-size
- Quite elastic to price
change
Source: KPMG
Innovation
Seasonal Variations
E-Commerce
Source: