Smarties assignment. Business & Marketing. Term Paper

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July 20, 2018
Smarties Product Offering
Introduction
The Smarties has been one of the most popular confectionaries, not only in the United States but also the whole world. Also deemed as “America’s Favorite Candy Roll,” this product has been on the market ever since 1937 (Smarties.com). This makes it truly a favorite for people regardless of their age and background. Today the current formula for the product has been made healthier as the company has reduced the number of calories (25 cals) as compared to the previous formula. Aside from this, the current offerings are also proven to be gluten-free, dairy-free, and peanut-free. This caters for a wider range of consumers such as those who are trying to lose weight or even those with health-related issues. However, while this makes it better for people of all generations, there are still many improvements to make it more enticing for every consumer segment there is. Thus, in this proposal, a strategy of focusing on our “baby boomers” segment – those born between the years 1946-1964 – would be laid out (Investopedia.com). This is important as current statistics show that about 40% of the total market share of consumers is from the generation mentioned.
Baby Boomers and Current Product Offering
Throughout the years, the Smarties Candy Rolls have pretty much stayed the same to stay true to its traditions. Thus, most of our variants have the similar tubular look, where each of the candy rolls has both ends tied by merely rolling them. In light of the customer segment that we are focusing on, this idea could help retain customer loyalty to the product as it reminds them of a personal favorite as they were growing up. However, it must be noted that the Baby Boomer generation is (1) health-conscious and active and (2) mostly still working (pre-retirement age) (Tama - Rutigliano). Keeping these points in mind, the author of this article suggests that a variant of Smarties must be made much healthier and easy-to-carry. On the one hand, current selections show that the product line only has 25 calories per candy. However, if this could be further lessened by introducing a “sugar-free” variant, then more customers from this segment...