3.1 Chocolate

Effective Marketing Campaign

The growth of chocolate and Mars in China is happening specifically due to an incredibly effective marketing campaign by Mars. (Definition: The increase in the popularity and sales of chocolate and Mars products in China is a result of the successful advertising and promotional efforts carried out by Mars.)

• Targeting a female audience

  • hired female pop stars and models

  • Focused on forming their own sensual experience

• “encourage young people to form their own pleasure”

Income Growth Phenomenon

The growth of chocolate and Mars in China can be attributed to an income growth phenomenon. (Definition:The rise in the purchasing power of consumers in China, as their income levels increase, has led to a higher demand for chocolate and Mars products, which are considered non-essential items.)

Change in Preference

The growth of chocolate and Mars in China is also a result of a change in preference among consumers. (Definition: Independent of marketing efforts, consumers in China are choosing to substitute their previous snacks with Mars bars and other chocolate products, indicating a shift in their taste and preference.)

3 Possibilities on why chocolate demand has grown in China

1. Effective Marketing Campaign

2. Income Growth Phenomenon

3. Change in Preference