An impulse market

9 Nov

The chocolate confectionery market is above all an impulse market. Indeed 70% of the confectionery purchases are made by impulse.

An impulse purchase is a purchase which is not intended, written on the shopping list. You decide to buy your product at the exact moment that when you see the product. A lot of purchases are made in the cashier like that. These kinds of purchase make high margins.
As those purchases are not planned, the big companies as Ferrero, Mars and Nestlé need to catch the attention of the customers and especially the mothers which are the children’s prescriptor. The best way to do it is the promotion and of course to improve the visibility of the brand within the stores.
As reported by Le Figaro, Ferrero France invested 215 millions in 2011 in the promotion (+8 % than 2010) especially by hiring Jo-Wilfried Tsonga for the Kinder Bueno promotion.

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