对于组织本身，Chupa Chups是一家致力于占领更多的市场和世界服务更多的客户。事实上，Chupa Chups是一位巴塞罗那集团。在1958年，它决定放弃它的200多种产品，开始专注于棒棒糖。在目前的时间，该集团提供了超过40亿个棒棒糖每年向其客户和客户在170个国家在世界上分布。通过对Chupa Chups国际成功的全面回顾，有两个最重要的营销策略，做出最大贡献：调整其产品的消费者不同的口味和喜好，并了解和尊重不同的文化。
然而，Chupa Chups也碰到了很多在中东国家推销其产品的工艺难点。原因在于人们普遍认为女孩在公共场所吃东西是诱人的。因此，在这种情况下，Chupa Chups调整了促进产品消费在室内。更重要的是，在欧洲，为了让公众知道，Chupa Chups甚至选择了免费赠送糖果给这些努力非常著名的足球教练，Chupa Chups已经成功地在世界许多国家，扩展到了更大的市场份额。在西班牙，Chupa Chups几乎成了一个类似的名字，棒棒糖。即使在这种情况下，的Chupa Chups组仍然显著更多的宣传和更大的市场份额（骄傲&费雷尔，2004）。
然而，Chupa Chups真正的成功可能在于其创新的分销和零售展示。更具体地说，Chupa Chups已经成功地销售本身，如面包店、书店、音乐商店的地方，即使银行。这些地方，它的竞争对手没来，当然，这给了Chupa Chups一个边缘。此外，Chupa Chups的表现也很有吸引力。将每根棒棒糖插到半球形的球形支架上，不仅引人注目，而且安全，不易错过（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).