Segmentation, Targeting and Positioning

Segmentation & Targeting:

Snickers identifies it's consumer group as people of all ages and of all sexes.

However, through it's ads, it seems to be targeting the youngsters, particularly males.

It also is trying to connect with the audience of the previous generation by using celebs like Betty White, Rekha and Urmila.

Positioning:

It has an emotional appeal. It positions itself as hunger satisfier meal and as an energy bar rather than a candy bar.

This is because peanuts, it's main ingredient, provides calories.

With respect to the above diagram, Snickers is

a) Product - Basic

b) Promotion - Fun

c) Price - Value

d) Distribution - Intensive

How Snickers has changed it's position

It has moved from "Hunger Satisfier" to "Energy Booster" to "Mood Adjuster".