Marketing Strategies - the Snog Pure Frozen Yogurt - Essay Example

To capture more customers, Snog Company has developed a way to fit into the Chinese market since the customers prefer less sugar content. Additionally, Snog company flavours have also been improved to attract more consumers. The success of Snog Company in China will be a result of its change in the advertising and distribution pattern. In addition to that, advertising of the product will be significant in boosting its sales and creating new brands with varied tastes and flavours widely accepted in the Chinese market.

Having its main competitors’ products concentrated in the city, Snog Company plans to market its products with university students. This is because; the younger generation has higher purchasing power than the older generation. Moreover, they will help market the Snog Company’s products among their peers and family members.

As a result, Snog Company will expand itself and compete favourably in the market arena. Snog Company being foreign in the Chinese market has conducted market research for purposes of acquiring detailed information on the way the consumers operate. It has come up with various flavours for its yogurt brands. Moreover, the products exhibit Chinese characteristics. Furthermore, it has channeled much of its resources in advertising its products in the market. This is because it is unknown in the Chinese market and has no customer base.

Situation Analysis Market Demography and Geography Demographic changes lead to mass market splintering for products and supermarkets. There exists a relationship between various demographic factors. These are such as income, marital status, sex, age and status of the working females. As the population composition demography continues changing, alterations will be experienced in terms of supermarket shopping and food purchasing. For instance, chocolate, ice cream and yogurt purchasing in SNOG Pure Frozen Yogurt Company would be affected.

As a result, there will be a significant impact on its growth and sales (Arnott and Chaves, 2012, p.1798). Snog company's target group is the universities and higher institutions of learning. These majorly comprise of the youths (18-28yrs) who have higher purchasing power as compared to adults and aged individuals. Since its competitors have developed their customer base at the cities ignoring universities, this will be a great opportunity for Snog Company. In terms of geography, its outlets will be suited in various universities in China.

These are such as Pekin University, Hong-Kong University, Tsinghua University and Nanjina University.