There's so many ways to sort your Halloween candy...
By brand, candy to keep/trade, by taste profile, by size, by occasion, etc.
As a kid I always sorted by candy to keep and candy to trade, it was a scale of absolute favorites all the way to trade/trash/or mom and dad.
But thinking through this sorting activity as a brand builder, the sorting would look different.
I would sort by the progress the consumer might be trying to make when reaching for this candy. What's the job-to-be-done?
What experience are they trying to have which then creates a more realistic competitive set for the consumption occasion.
Obviously, audiences would consume candy across the job territories and depending on the occasion they would be looking for different candy configurations: fun size, standard size, king size, multi-pack, etc.
Notice how I didn't sort by consumer target. ??
Once the candy is sorted by job, then you can look at who is consuming the candy by job, shopping behavior (e.g., which channels do brands/package configurations need to prioritize), etc.
Then you can translate your market landscape learning into an overall growth strategy. ??
And not to start fights but here are a few of my Halloween candy POVs:
1. KitKat Chocolatory, Snickers, HARIBO UK gummy bears in that order. #KitKats forever #keptinfreezer #mustbreakapartonebyonetoeat
2. Jumbo candy just doesn't hit the same for me but the kids love it. Prefer eating multiple fun size that equals actually more than a king size.
3. Devil candy: Plain orange/black wrapped candy, Almond Joy, Heath bar...these are gross and on the trading block/giveaway piles
4. I siphon off % of her candy each day so it dwindles down to nothing faster, donating the candy to work kitchen bowls
5. I used to hate getting pretzels, goldfish, etc. as a kid but as a parent I appreciate the mix. Would be great if more brands created Halloween themed products that were a bit healthier than candy but still fun. :)
What are your Halloween piles?
Refreshing! ??