Abstract
This report focuses on the chocolate bar industry. Products are tangible and their core element is the chocolate itself, the formal element is the brand and the augmented product could be the guarantee of complying with health and safety regulations. Dominant companies in the chocolate confectionery market are the ones that target every segment of it.
The chocolate bar market can be divided into three segments: men, using adverts with masculinity such as Yorkie and Snickers; women using adverts with escapism and sexual allusions Bounty, Flake, and Twirl.
Finally, a segment which includes everyone, using a mass marketing strategy with humorous adverts such as Kit Kat and Mars. The selected adverts appeal to the segment they target. It is important for the companies to analyze the possible interpretations corresponding to their adverts.
