You are a consultant working in the fast moving consumer goods (FMCG) sector. Your client competes in the confectionary sub-sector, in particular the chocolate market. You have been engaged to analyse various issues relating to your clients brand performance. For this exercise, there are nine major brands in the retail chocolate market, as outlined below: Brand Category Mars Budget The chocolate does not contain milk. Kit Kat Budget The chocolate does not contain milk. Ferrero Rocher Budget This product does not contain milk. Cadbury Mainstream The chocolate contains a fair amount of milk. Patchi Mainstream Contains milk. Galaxy Mainstream Uses small amount of milk Guy Lian Premium Contains bull milk. Toblerone Premium Contains milk. Lindt & Sprungli Premium Contains milk.
