Marketing strategy for Easter chocolate in Latin America

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Families gather and consume Easter chocolate eggs and other chocolate formats.

During the year there are various celebrations that we can connect with the purchase of chocolate. Among these celebrations, Easter stands out as a significant season for the chocolate industry. Families get together and the consumption of chocolate eggs and in other formats with the Easter theme is present.

Although this is a celebration of the entire Latin America region, Brazil stands out. Apparently, the Brazilian consumer enjoys giving and receiving Easter eggs not only to children but also among adults. Another country that excels in the consumption of chocolate is Chile.

In view of the increased consumption of chocolate, the chocolate industry can use this crucial period for experimentation. For instance, innovating the packaging concepts or expanding the range of flavor and filling that is offered. And this opportunity is either for those who offer fine chocolate as for those who offer chocolate for mass consumption.

 

Strategies for Easter Chocolates

 

Brazilians look at the price when deciding on the chocolate they will give during Easter

Brazilians look at the price when deciding on the chocolate they will give during Easter

 

Price: Consider your audience, people are willing to pay for better quality chocolates and luxury brands. But, there are also low-income, price sensitive consumers or smart consumers who still want to enjoy similar products at a lower price.

 

Easter presents the option to experiment in the presentation of chocolate. 91% of respondents choose chocolate in another format

Easter presents the option to experiment in the presentation of chocolate. 91% of respondents choose chocolate in another format

 

Containers: Offer new presentations that allow you to reduce the expense per unit. You would be able to offer your consumers an alternative of lower prices.

 

Design: Create packaging formats for a specific segment. For example, for the male segment, you could offer chocolates in the form of world-famous athletes. Soccer players could be a good idea. If you offer fine chocolates, use in the packaging colors that represent luxury such as gold.

 

Latin America prefers quality

Latin America prefers quality

 

Flavors: People has always tried to bind chocolate with health. Why not consider this audience? Offer them an alternative of sugar-free chocolate eggs and rabbits. You will create an alternative for those who can not consume it or simply for those who seek to take care of their weight and do not want to gain extra kilos with the greater quantity of sweets that are ingested during this date. How about your consumers who are allergic to nuts? That may be another interesting segment.

 

Achieve visibility on shelves: 70 and 80% of purchase decisions are taken directly at the point of sale. So  where you place the chocolate is crucial. Implement different actions and strategies within the point to encourage the purchase of your Easter chocolates.

 

Our eyetracking and facereading tool can help you make marketing decisions that help you position your products successfully. If you sell your products online, these tools can also help you know how to design your website to capture the attention of your consumer.

Contact eCMetrics for more strategic analysis on the Latin American market.