Snickers Market segmentation is the art of dividing the market own into different parts. For Snickers, the company sells to a lot of different segments. It is important, therefore to understand which segments are the most potentially lucrative for this new marketing strategy. Segments can be done on the basis of age, race, gender, income level, education level, geographic location or any number of other variables. These different groups can also be segmented on the basis of homogeneity (common traits), distinction (what makes them different from each other) and reaction (how they react to the product).

Snickers sells bars to a lot of people, so it uses multiple marketing campaigns depending on what audience it wants to reach. In this case, the company is going to try a little ethnic marketing, to the Chinese community, which represents segmentation along language lines, since there is no overlap between people who speak a Chinese language and people who do not understand any. The reason...

The campaign will be rolled out in the San Francisco Bay Area, New York, Toronto and Vancouver. These are four major markets for Chinese-descended people. Moreover, these markets have many who still speak or read either Mandarin or Cantonese. These markets have the potential for more profits because to this point they have not been specifically targeted by the company in their own language -- Mars feels that it can increase sales to North American Chinese.
To reach this market, the message must convey a value proposition. A value proposition is what the product or service offers the customer. This can be some combination of capability, impact, proof or cost (Fankhauser, 2013). For example, consider the classic Snickers tag line "packed with peanuts, Snickers really satisfies." This tagline offers…