Linking to and commenting on Crystal Qiao’s marketing blog: How do Companies Stay Competitive at the Maturity Stage?
(Original Logo & package)
(New logo and package)
When I looked at the picture of a Big White Rabbit candy package that Crystal put on her blog, I was immediately transported back to a time when I was a ten-year-old girl and Big White Rabbit candy was my favorite snack. To this day, I feel drawn to Big White Rabbit’s milky and creamy taste. As Crystal said, Big White Rabbit candy used to be one of the most popular snacks for both kids and adults in our childhood. Unlike today’s candy manufacturers who cater to a variety of taste preferences, Big White Rabbit candy only offered one milky taste. I believe that I and people in my generation have such a strong emotional attachment to Big White Candy because of its simple, exclusive, and yet unique taste which is so easy to remember.
According to Crystal, Big White Rabbit has reached the maturity stage; after reaching a peak, sales have been continually decreasing, the price of the candy has been dropping considerably in order to generate some market shares, and competitors have abandoned the sole production of creamy candy with the taste of milk. However, I do not believe that Big White Rabbit will be driven out of the market because the company has already responded and taken measures to survive by expanding its product lines and taste offers in order to keep loyal customers and attract new ones: The logo has been updated and the symbolic cartoon rabbit has been transformed into a much cuter and more modern character; the packaging, too, has been given a face-lift; now you can buy Big White Rabbit candy in additional flavors such as yogurt, mint, plum, and other Chinese traditional dried food flavors; in addition, there is a new line of medical candies and the company is also producing jelly these days.
(More than one taste)
(Posted on March, 24 th)