Snickers is the number 1 brand chocolate according to Ranking Brands website. They are ranked as the top favourite in America, closely followed by M&M’s and Reese’s.

But how did they gain that high popularity and success? Snickers has built a strong brand image through sports media and all occasions.  Snickers attaches a lot of importance on their social marketing.  Their big idea they want from their marketing strategy is “We would firmly place the blame for these moments at hunger’s door, positioning Snickers as the hunger-busting solution to make sure you stay on top of your game.” With their strong brand value, Snickers try to reach out for more potential customers.

Snickers also emphasizes on its value proposition. Its website gives all the information customers should be interested in.

“SNICKERS^® brand handles your hunger so you can handle, well, anything. It is a treat that can be enjoyed as part of a balanced diet and healthy lifestyle.”

Nowadays, people are more health conscious. Some customers’ perceptions of the product might be that it’s an unhealthy processed snack. Looking on this aspect, Snickers contain sugar and peanuts which are rich in calories and fat. However, Snickers emphasizes on the fact that they are “committed to addressing health and wellness issues and promoting healthy lifestyles”. Customers perception of the product might change over time. That’s why it is important for a brand to constantly update and improve their brand perception throughout the market. “We are working hard to improve the nutritional content of our products without any compromise to taste or quality.We continue to invest time and resource into making sure that we promote healthy, active lifestyles for our consumers and associates.” Snickers’ brand promise proves that they are determined to achieve and answer to the new healthy demand and offer products that the consumers are looking for, for the same satisfaction while enjoying Snickers!

Resources:

http://www.snickers.com
http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=240&nav=category.
http://mediacom.co.uk/en/results/mediacom-case-studies/snickers-youre-not-you-when-youre-hungry.aspx
http://cargocollective.com/AndreyRalu/Snickers-Outdoor-Campaign