The repositioning of Hobnobs
A United Biscuits case study

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Page 8: Building a new marketing strategy

The new marketing strategy for Hobnobs is to target young adults in the 18-34 age range with a fun, sociable, humorous brand relevant to their lifestyle (i.e. one which involves the enjoyment of life, on the move). The brand's purpose is to bring more interest, fun and entertainment to the biscuit market and to provide a relevant offering for younger adults, who make up the post-teenage and pre-traditional biscuit consumer.

Biscuit buying can be seen as following a life cycle pattern for consumers.

  • Children and teenagers
  • Post-teenage young adults enjoying fun lifestyles
  • Established family buyers
  • Older age group

United Biscuits | The repositioning of Hobnobs