{"id":37907,"date":"2026-01-19T12:59:25","date_gmt":"2026-01-19T11:59:25","guid":{"rendered":"https:\/\/www.hs-nordhausen.de\/?post_type=zusatzmaterial&#038;p=37907"},"modified":"2026-01-19T12:59:25","modified_gmt":"2026-01-19T11:59:25","slug":"5-4-mass-market-strategy-products-for-everyone","status":"publish","type":"zusatzmaterial","link":"https:\/\/www.hs-nordhausen.de\/en\/zusatzmaterial\/5-4-massenmarktstrategie-produkte-fuer-jedermann\/","title":{"rendered":"5-4: Mass market strategy - products for everyone"},"content":{"rendered":"<p class=\"dyn\">Marketing textbook, <span data-tag=\"taxonomy-zusatzmaterial_tag\" data-params=\"&quot;&quot;\" class=\"is-tag\">Keywords<\/span><\/p>\n\n\n\n<div class=\"wp-block-group dyn has-color-13-background-color has-background is-nowrap is-layout-flex wp-container-core-group-is-layout-0bd8f53d wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-outermost-icon-block\"><div class=\"icon-container\" style=\"width:48px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg id=\"Ebene_1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 40 28\"><defs><style>\n      .cls-1{fill:#a78bc0;}\n    <\/style><\/defs><path class=\"cls-1\" d=\"M24,8H0v4h24v-4ZM24,0H0v4h24V0ZM32,16v-8h-4v8h-8v4h8v8h4v-8h8v-4h-8ZM0,20h16v-4H0v4Z\"><\/path><\/svg><\/div><\/div>\n\n\n\n<p class=\"dyn gs_VDTHaR\">Marketing objectives and marketing strategies \u2192 Development of marketing strategies \u2192 Market parcelling strategies \u2192 Mass market strategy (section 5.2.3)<\/p>\n<\/div>\n\n\n<div  class=\"spacer_wrap dyn\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(2em * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(2em * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(2em * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:2em\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<p><strong>Knoppers, the milk and hazelnut slice from Storck, is a typical example of the realisation of the mass market strategy due to its \u201euniversally themed\u201c claim. The slogan \u201eKnoppers - das Fr\u00fchst\u00fcckchen\u201c (Knoppers - the little breakfast) communicates its use for everyone in advertising.<\/strong><\/p>\n\n\n\n<p>Among other things, it shows how construction workers, schoolchildren and office workers eat Knoppers during their break \u201ehalf past nine in the morning in Germany\u201c. Since the launch of the Knoppers nut bar in 2017, \u201ehalf past three in the afternoon in Germany\u201c is also Knoppers time. By depicting various consumer groups and usage situations, the company is trying to make it clear that Knoppers is basically suitable for every consumer and every occasion.<\/p>\n\n\n\n<p>The chocolate bar manufacturer Mars operates in a similar way. Its milk bar \u201eMilky Way\u201c is offered as a snack for many different occasions (e.g. breaks, sport, leisure). Whether as a normal bar, Minis or Crispy Rolls, Milky Way can be consumed anytime and anywhere. Last but not least, the different pack sizes cover a wide range of usage contexts. The slogan \u201eMilky Way brings lightness to life\u201c is intended to emphasise the light filling and at the same time reinforce its suitability as a \u201elight\u201c snack for in-between meals.<\/p>\n\n\n<div  class=\"spacer_wrap\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(100px * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(100px * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(100px * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:100px\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<hr class=\"wp-block-separator has-text-color has-color-22-color has-alpha-channel-opacity has-color-22-background-color has-background is-style-wide\"\/>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Sources:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.daskochrezept.de\/magazin\/knoppers-hat-ein-neues-halb-zehn-deutschland-das-steckt-dahinter\" rel=\"nofollow noopener\">https:\/\/www.daskochrezept.de\/magazin\/knoppers-hat-ein-neues-halb-zehn-deutschland-das-steckt-dahinter<\/a>\u00a0(as at 27 June 2022).\u00a0<\/li>\n\n\n\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=eoEAUTQYdYw\" rel=\"nofollow noopener\">https:\/\/www.youtube.com\/watch?v=eoEAUTQYdYw<\/a>\u00a0(as at 27 June 2022).<\/li>\n<\/ul>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"template":"","meta":{"_piecal_is_recurring":false,"_piecal_recurring_interval":1,"_piecal_recurring_frequency":"","_piecal_recurring_exact_position":false,"_piecal_recurring_end":"","_piecal_color":"","_piecal_text_color":"","_piecal_global_color_master":false,"_piecal_rsets":"[]","_piecal_is_event":false,"_piecal_start_date":"","_piecal_end_date":"","_piecal_is_allday":false,"greyd_block_editor_preview":[],"pgc_sgb_lightbox_settings":""},"zusatzmaterial_category":[3291,3255],"zusatzmaterial_tag":[3297],"zielgruppen":[],"kontakt-zuordnung":[3203],"projekt":[1422],"institut-oder-einric":[683],"stg-zuordnung":[696],"zusatzbereiche":[1602],"fachbereich":[804],"wf_zusatzmaterial_folders":[3274],"ppma_author":[1400],"class_list":["post-37907","zusatzmaterial","type-zusatzmaterial","status-publish","hentry","zusatzmaterial_category-kapitel-5","zusatzmaterial_category-marketing-lehrbuch","zusatzmaterial_tag-kapitel-5","kontakt-zuordnung-stglassl","projekt-n-a","institut-oder-einric-sensoriklabor","stg-zuordnung-n-a","zusatzbereiche-_n-a","fachbereich-n-a"],"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zusatzmaterial\/37907","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zusatzmaterial"}],"about":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/types\/zusatzmaterial"}],"author":[{"embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/media?parent=37907"}],"wp:term":[{"taxonomy":"zusatzmaterial_category","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zusatzmaterial_category?post=37907"},{"taxonomy":"zusatzmaterial_tag","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zusatzmaterial_tag?post=37907"},{"taxonomy":"zielgruppen","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zielgruppen?post=37907"},{"taxonomy":"kontakt-zuordnung","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/kontakt-zuordnung?post=37907"},{"taxonomy":"projekt","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/projekt?post=37907"},{"taxonomy":"institut-oder-einric","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/institut-oder-einric?post=37907"},{"taxonomy":"stg-zuordnung","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/stg-zuordnung?post=37907"},{"taxonomy":"zusatzbereiche","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zusatzbereiche?post=37907"},{"taxonomy":"fachbereich","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/fachbereich?post=37907"},{"taxonomy":"wf_zusatzmaterial_folders","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/wf_zusatzmaterial_folders?post=37907"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/ppma_author?post=37907"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}