Page 2: The importance of finding the right position in the market
This case study examines the way in which McVitie's has recently repositioned Hobnobs to target them at a younger audience of 18-34 year olds, as well as maintaining its established audience of consumers who like to treat themselves to high quality biscuits.
While reading the study, students should try to think of ways in which Hobnobs can best be promoted and advertised to catch the attention of 18-34 year olds.
Skilful marketing involves finding out exactly what consumers are looking for and then meeting their requirements. To be able to do this effectively, you need to have a clear view of exactly who your customers are so that you can target your marketing activities at the appropriate groups. Finding out about your customers and their characteristics is done through market research. The marketer can then position marketing strategies and activities to best focus on the target market.
For each category of good or service, there are a number of segments or sectors, with their own distinguishing characteristics. For example, a car is not just a car. There are sports cars, family saloons, small economical cars and many other types which are positioned in different segments of the overall car market. The diversity of sectors in a particular market is well illustrated by the biscuit market.