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Ü45-Party at the chocolate shelf
Milka brings out a chocolate for people over 45. For the development of the group also used data from loyalty cards. The group affirms, therefore, that the customers of a product so a Ü45-really. Consumer advocates smell a Marketing gimmick. the Michael Kläsgen Michael Kläsgen

focuses on the topic of Buying and shopping, so Commerce, online and offline. He was two years in the parents time, as a correspondent in Paris for the SZ and the time, as well as SZ-country correspondent in NRW. He studied in Konstanz, London and Tel Aviv and a doctorate in Berlin to the middle East conflict. In addition to the Dissertation, he graduated from the German school of journalism. Instead of the Bundeswehr, he cut roses in Israel. Michael Kläsgen received the German-French journalism prize, and has published in periodicals, and wrote books.

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babies have no teeth, ergo they need food puree: baby food. So far, So clear. Previously, it was after that, When the teeth are once broken through, is the food of the people. All the same food, the same Region is assumed, then, in principle, available; each one seeks what pleases him.

Even more remarkable is that the Milka-manufacturer, Mondelez has now brought a chocolate onto the market, based on their own information, targeted to people who are older than 45: Dark Milk. A chocolate, so to speak, for the "better half", like the Multi-Talent Eckart von Hirschhausen the second section of the life is called.

Clearly, there are products for certain age classes, Barbie dolls for little girls, incontinence diapers for the elderly gentlemen. But Food? This could include some portioned ready-made products. Fulda University of applied Sciences developed the 2015 seniors of bread without crust, but with a lot of calcium and Magnesium. The basic food for denture wearers is the "Loewe bread didn't make it".

Milkas dark chocolate on the other hand, Recently, as a mass product in super markets. Developed it could be, as a spokesperson says, thanks to the findings of market researchers. And also thanks to the data that leave customers with cards such as Payback or Cashback, such as Jens von Wedel says: "The articles in the shelves, are always more closely to specific target groups," says the trade expert of the consulting company Oliver Wyman. "The demographic component is taken into account, more recently, stronger. This is possible because the dealers have customer loyalty programs with better data about the customer."

customer data and market research showed that older people prefer dark chocolate. Because the taste changes according to Mondelez with age. "Many of the commercially available dark chocolates but too bitter. You miss the tenderness, the estimate of milk chocolate," says the spokeswoman. Therefore, Mondelez combined according to their own statements, both wishes: the Bitter and the Sweet.

Milka has been producing a similar panel

it All just Marketing? After that, it looks, to my the experts from the consumer advice center of Hamburg. They found out that Milka is making material, chocolate with almost identical content. Only this is still something of high quality, because it has a higher cocoa content, but it is cheaper. In the case of Dark Milk, the packaging is larger, the content is small, the price is higher. Probably because of the Generation of 45 plus is considered to be affluent, it is suspected to the consumer.

the Background of the product introduction of shifts, therefore, less Taste with age, but rather a Revenue shift in the increasing competition. A warm summer, and the paragraph breaks, 2018, he fell in chocolate bar in Germany, according to market researchers, to four per cent. This is also an industry leader, Mondelez hard, which dominates a quarter of the German market, met in front of Ritter Sport. As the population ages in Germany, it is obvious that the Manager of a growing target audience, the promise of additional business. Only: The Target could still be smarter than the strategists of Mondelez and a panel from the existing search. Mondelez will handle it. "The core target group of Milka," says the spokesperson, "is made up of young families."

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