MARKETING STRATEGY
Positioning
- Higher quality
- Slightly expensive
Targeting
- Middle class for existing products
- Upper class for new premium Magnum
MARKETING MIX
Product
- New products for winter: executive Belgian hot chocolate
- Bring Magnum chocolate back
- Different seasonal products for different tastes
- More expensive and premium products for premium
Package design
- For premium products, place Magnum in a box, like a special chocolate
Growth strategy
- Market penetration through new products every summer in the existing market
- Market development through introducing chocolate and hot chocolate
Product mix:
Pricing strategy
- Slightly expensive compared with the competitors
- Higher price for the premium products
Promotion mix strategies
Communication:
- Magnum café
- Hawaii holiday for Christmas week (for detailed information refer to our TV ad commercial)
Diverse message contents:
- We are such stuff as dreams are made on.
Different media channels:
Smart phone, tablet applications, TV ads, café menus
Magnum 