Target Market and Positioning Strategy of Darrell Lea Confectionery

Running Head: DARRELL LEA CONFECTIONERY
Darrell Lea Confectionery
Name of Student
Name of University
Author note

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.4. Target market and positioning strategy of Darrell Lea Confectionery:
4.1 Description of target market
Demographic
Majority of the target audience of Darrell Lea are school-going children, teenagers and young
adults, with primary school consumers dominating the target section.
Psychographic
As the company offers special products like sugar free chocolates and liquorices low on calories,
it attracts health conscious consumers and people who suffer from ailments like diabetes, high
sugar and obesity (Lea 2019). In terms of benefits and characteristics, Darrell Lea has more
advantages than its chief competitors Cadbury and Nestle. The positioning of the brand is quite
distinctive, considering the range of products designed for different sections of the target
audience.
Behavior
The candies and the chocolate varieties are aimed at teenagers and school kids while the sugar
free products, cookies are aimed at young adults middle aged and health conscious consumers.
Items like licorice, special chocolate boxes and other luxury products are designed for
economically affluent consumers.
4.2 Point of parity
The point of parity with the competitor products is that both provide quality products at
reasonable prices and the products are easily available in local stores.
4.3 Point of difference
The main point of difference is that Cadbury and Nestle are international brands while Darrell
Lea is limited to distributing products in local markets of Australia without any international

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exposure. Further, the variety of offered products by the competitors is much more than Darrell
Lea.
Perceptual map of Darrel Lea versus key competitors Cadbury and Nestle
Cadbury
Darrell Lea
Nestle
As observed from the provided perceptual map, Nestle is positioned most favorably of
the three leading companies in the confectioneries industry as it provides high quality products at
low prices. However, Darrell Lea has more advantages and benefits over Cadbury, given that the
products are priced at cheaper rates and some of them cater to people with health ailments.
4.4 Brand Mantra
The brand mantra of the organization is to provide enhanced quality of gourmet in
affordable prices.
High Price
Low Quality
High Quality
Low Price