Why does Kinder Surprise keep us hooked?

Child’s choice of a chocolate depends on whether there is a toy that comes with it or not. There are two brands which have a toy inside and which we can compare. Cadbury's Jems &Kinder Surprise (Titus, 2010). With time, Cadbury's has become less popular (Titus, 2010). Why? Because the toy that was inside, repeated, which means that a child got the same toy at least second time in a row. Kinder Surprise, most usually has a different tactic, where at the end you have the least number of the same toys.

What keeps us hooked on a product is a sense of anticipation. Brands that can promise us surprises are the ones that grab our attention the most.

For more than 40 years already, Kinder Surprise is maintaining its leader position. What else helps it to sustain and what can make the product fall?

Social external factors largely influence Ferrero business. The main factor is the current trend of 'snacking' (UKessays, 2015). Indeed, the number of people eating on the go is increasing over the years. This can be a strong advantage for growth not only for the product, but for the whole company.

Kinder Surprise is targeted on the young audience with children, who will have an impact on their parents' decision making process (UKessays, 2015). Thus, any social change outside Ferrero has a possible impact on the new strategy. If for instance, the birth rate falls, Kinder Surprise won’t bring as much profit to the company as it does now. Likewise, Ferrero gets less in those countries where the birth rate is low rather than of the high birth rate countries. If the birth rate increases we can assume a larger demand for the young population (UKessays, 2015).

More than that, increasing obesity is a problem. Numerous studies announced that diet trend increases, and will even more in the near future (UKessays, 2015). This means that the demand for Kinder Surprise will decrease; people will prefer fruits to chocolate.

Fashion is a contemporaneous factor that changes customers' mind and tastes (UKessays, 2015). Ferrero constantly has to adapt adverts and promotions in order to keep catching customers' attention.

There are several family life cycle to which you can assign your product in particular. There can be more to one. It determines the type of family the target market consumer belongs to (Marketing teacher, n.d.).

·        Young and single – not the very targeted group but still there are many people on this stage who buy Kinder Surprise, because sometimes they want to remember their childhood or just do it for fun.

·        Engaged couples – not likely to be a target group as there are no children. Engaged couples buy products to begin a life together and the recently divorced are buying products that they already had and now need to replace (Marketing teacher, n.d.).

·        DINKS (Double Income No Kids) – not likely to be a target group as there are no children

·        SINKS (Single Income No Kids) – not likely to be a target group as there are no children

·        Married with children: Babies, Toddlers, Teens, Older – the main target group Kinder Surprise as a product is oriented to. Those who buy the product are usually people aged 18-35, because they buy it for their young children, sisters/brother etc.

·        Single parents – same as the one above, it is the main group of the product orientation.

·        Empty nester – someone whose children are now grown adults and have moved out of the house (Marketing teacher, n.d.). It can be another target market if those grown adults already have children.

 

What type of consumer buying behavior is most likely to exist for Kinder Surprise?

1.     Impulse Purchases (happens when a customer stands at the cashier next to little low-priced products such as gums and chocolates and adds one of the items to his groceries cart) (Brookins, 2016). The consumer makes a purchase with little to no thought or planning involved.

2.     Routine Purchases (when there are items consumers are used to purchase every day, once a week or monthly (Marketing teacher, n.d.). Customers spend little time purchasing this item and don't typically need to read reviews before buying the product). Kinder can be bought with a routine purchase, as in some families there are family rules of a parent buying a child Kinder when coming from work every day, etc.