對于組織本身，Chupa Chups是一家致力于占領更多的市場和世界服務更多的客戶。事實上，Chupa Chups是一位巴塞羅那集團。在1958年，它決定放棄它的200多種產品，開始專注于棒棒糖。在目前的時間，該集團提供了超過40億個棒棒糖每年向其客戶和客戶在170個國家在世界上分布。通過對Chupa Chups國際成功的全面回顧，有兩個最重要的營銷策略，做出最大貢獻：調整其產品的消費者不同的口味和喜好，并了解和尊重不同的文化。
然而，Chupa Chups也碰到了很多在中東國家推銷其產品的工藝難點。原因在于人們普遍認為女孩在公共場所吃東西是誘人的。因此，在這種情況下，Chupa Chups調整了促進產品消費在室內。更重要的是，在歐洲，為了讓公眾知道，Chupa Chups甚至選擇了免費贈送糖果給這些努力非常著名的足球教練，Chupa Chups已經成功地在世界許多國家，擴展到了更大的市場份額。在西班牙，Chupa Chups幾乎成了一個類似的名字，棒棒糖。即使在這種情況下，的Chupa Chups組仍然顯著更多的宣傳和更大的市場份額（驕傲&費雷爾，2004）。
然而，Chupa Chups真正的成功可能在于其創新的分銷和零售展示。更具體地說，Chupa Chups已經成功地銷售本身，如面包店、書店、音樂商店的地方，即使銀行。這些地方，它的競爭對手沒來，當然，這給了Chupa Chups一個邊緣。此外，Chupa Chups的表現也很有吸引力。將每根棒棒糖插到半球形的球形支架上，不僅引人注目，而且安全，不易錯過（彼得，2008）。
This report aims to conduct an analysis of a famous brand: Chupa Chups. It will identify and evaluate some of the marketing factors such as the background information about the industry, the micro and macro environment, the overall marketing mix including segmentation, targeting, and positioning, and in the end its target market.
With a detailed analysis of these marketing factors, this report will present an overall situation of the sweets industry and particularly the current situation of Chupa Chups.
The purpose of this report is to provide an individual business report plan. The chosen product is Chupa Chups. In order to carry out this report, an identification and evaluation of the key marketing factors will be conducted. In this report, we assume that both micro and macro environment have an influence on the product. And according to the analysis of these two aspects, we will conduct the STP process, i.e. segmentation, targeting, and positioning. Therefore, the target market will be finally presented at the end of this report.
In around the year 1851, candy industry started in the world. Gradually, the candy industry became popular among households and a lot of candy factories were started up. At that time, the candies are mostly made to be the bite-sized morsels and it needed to be sold within a day’s time.
In fact, the candy industry is a very simple one. Kids just reach into their pockets for coins and then they can get their desired candies. Then arriving at the twentieth century, the candy industry has been through a huge expansion, both in varieties and quantities. In addition, in the 21st century, the candy industry is keeping developing (David, 2003).
Take an example of the Ferrero. Ferrero has a wide brand range from Nutella, Tic Tacs, Kinder, and Ferrero Rocher hazelnut chocolates. In the year 2012, it was reported to have estimated sales of $9.5 billion (The World’s Billionares, 2012).
Microenvironment refers to those aspects that are connected to an organization and that could have an influence on the organization’s ability to meet the needs of its customers (Steve, 2007). Typical aspects are listed as follows: the organization, market channel firms, customer markets, competitors, and the public.
For the organization itself, Chupa Chups is a company that is working to occupy more markets and serve more customers in the world. In fact, Chupa Chups is a Barcelona-based group. In the year 1958, it decided to give up its over 200 kinds of products and started to specialize in lollipops. In the present time, the group provides over 4 billion lollipops to its customers every year and its customers are distributed in 170 countries in the world. Through an overall review on Chupa Chups’ international success, there are two of the most important marketing strategies that have contributed the most: to adjust its products to the customers’ different tastes and preferences, and to understand and show respect to different cultures.
However, Chupa Chups also came across a lot of difficulties in the process of marketing its products in Middle Eastern countries. The reasons lie in that it is generally regarded as seductive for a girl to eat a sucker in the public. Therefore, in this occasion, Chupa Chups made an adjustment to promote product consumption indoors. What’s more, in Europe, in order to get known to the public, Chupa Chups even chose to give out free candy to a very famous soccer coach with these efforts, Chupa Chups has successfully expanded into many countries in the world and captured a large market share. In Spain, Chupa Chups has almost become a similar name to lollipop. Even under this situation, the Chupa Chups Group is still striking for more publicity and larger market share (Pride & Ferrell, 2004).
However, the real success of Chupa Chups may probably lie in its innovative distribution and retail displays. To be more specific, Chupa Chups has successfully marketed itself to places such as bakeries, bookshops, music stores, and even banks. These are those places that its competitors have never arrived to and surely, it gives Chupa Chups an edge. In addition, Chupa Chups’ displays are also very attractive. By slotting each lollipop into a hemi-spherical stand, it is not only eye-catching but also safe, not easy to be missed (Peter, 2008).
Major competitors for Chupa Chups are found in such brands as Reilly’s Rockets, Lancaster, and so on (Brigit, 2009).