Question

Topic: Strategy

Sugar Free Chocolate

Posted by Anonymous on 9/10/2009 at 10:55 AM ET 125 Points
hie all
i have to advertise a sugar free chocolate i am finding it difficult to decide on my target audience well should i target all the general public saying that, "its time you switch to sugar free chocolate" or should i stick to limited target audience that is those suffering from diabetes n fitness freak
guys please help
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RESPONSES

  • Posted by mjakop on 9/10/2009 at 11:22 AM Accepted
    In my opinion, sugar free chocolate sounds GREAT, but begs the question - does it taste good? If it does, you can probably aim for a wider target group. However, if taste is not the product's strongest asset, then you might want to target, as you said, diabetics, health conscious consumers, fitness freaks ....

    Taste is the crucial factor which will define the success of the product (read "sales results"), in the end.

    Good luck! :)
  • Posted by michael on 9/10/2009 at 12:02 PM Accepted
    I'd stick with the diabetic audience. Personally, I would never buy it for myself because of taste.

    But, "Diabetes, why suffer without chocolate" would cause me to buy it for someone else.

    Michael
  • Posted by Gary Bloomer on 9/10/2009 at 1:05 PM Accepted
    Dear vdshah19,

    When marketing to ANY niche, I don't care what it is or what you're offering, go narrow and deep.

    Most people don't buy sugar free chocolate because of its taste. This means, if you sell to a wide audience, your results will be less than stellar.

    But when you tightly focus your message on smaller audience sectors, your marketing dollars word harder and your return on your investment (when compared to its broad message/broad audience brethren) climbs steeply and swiftly.

    So, market to health conscious people and diabetics.

    By all means, if for any reason you are not sure, go ahead and split test the two markets against each other (with the same message to each market), but I can pretty much guarantee that the niche results will out pull the wider spread.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by Gary Bloomer on 9/10/2009 at 1:08 PM Member
    Dear vdshah19,

    P.S.

    I've just read Phil's response. You niche COULD BE people who choose sugar free products, so again, when marketing to THIS niche, consider going narrow and deep.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by Jay Hamilton-Roth on 9/10/2009 at 1:55 PM Accepted
    Just like sugar doesn't work for all bodies, nor does sugar-free (also for health reasons). Don't try to make people want to switch to sugar-free, focus on those that have already decided to and convince them that your chocolates are the best sugar-free choice.
  • Posted on 9/12/2009 at 6:17 AM Author
    thank you all i really appreciate your response thank you very very much
    well i am about to close this question within a day or so if anyone else have any suggestion or comment to make i will truly appreciate
    thank you all once again!!!
  • Posted on 9/12/2009 at 6:20 AM Author
    well ya as far as the taste is concerned i have tasted it myself and i really liked it for a change, of course its different from the other chocolates but in this case i wont have to compromise much
  • Posted by SteveByrneMarketing on 9/12/2009 at 2:02 PM Accepted
    just a thought ...

    I have never seen "sugar free bitter sweet dark chocolate".

    This would be a smaller market segment, but perhaps without any competition.

    I would by it. Most chocolate is too sweet for my taste, plus mitigated health issues by using less "sugar free" stuff.

    Steve
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