Abstract:

Smarties are going through a poor sales period. The position of Smarties in the grocery trade, relative to the total size of the brand is not representative of a major confectionery brand. The main distribution is a film wrapped multipack of four tubes which does not offer particularly good value. The objectives of the research reported here were to determine:

1. Which features of Smarties can best represent value for money in Smarties; e.g. weight, number,of sweets, play value, traditional roles, etc.;

2. What type of multipack/jumbo pack could represent the best value for money for Smarties in the supermarket.