5.4 : 消费品的营销注意事项

Consumer goods are marketed differently based on the type of consumer products and associated purchasing behaviors.

For example, in the confectionery industry, M&M candies and KitKat chocolates are considered convenience products.

They're easily purchased with minimum effort and are generally inexpensive.

Marketers ensure these items are mass-promoted across various media channels and distributed widely in supermarkets, department stores, and vending machines.

On the other hand, Swiss chocolates like Lindt and Toblerone are shopping products.

They are priced higher and selectively distributed in hypermarkets, supermarkets, duty-free shops, and online worldwide.

They use traditional and social media platforms to target their audience.

Then there are gourmet chocolates like Delafee of Switzerland or Ghirardelli gift boxes that fall under the specialty category.

These are high-priced and available in selected outlets and exclusive gourmet sections online.

Their marketing strategies are targeted, utilizing traditional and digital media to appeal to a specific audience seeking exclusivity.

Lastly, unsought products like throat-soothing candies require aggressive marketing to raise consumer awareness.