Survey-deeper insight of customer perceptions

Undeniably, Milka has gained a great success and popularity among customers. Today, we gathered 35 participators to do a survey to get to know what do they think of Milka. Let's see their response with me and think about how to enhance Milka brand strategy and improve their engagement.

Brand awareness and promotion channel

Milka has won a great brand awareness in French market and most of people get to know the brand by shopping and recommending by friends. It means Milka has a wide distribution channels. 21 Offline stores is still the main method to get touch with customers even though Milka has its official social media account in different countries, but the offline sales and promotion is the most powerful sales method. In terms of the popular flavor, the original milk chocolate ranks first and it can be easily found in every supermarkets as well.

Purchasing factors

The 3 main factors affect customers purchase are good taste, good quality with low price and packaging. People comment its taste like milky and creamy, just like the ingredients shown '100% milk from Alpin' on packaging. It is surprising that packaging shows an important impact on sales. Thanks to Lola cow and its exclusive purple color, the colorful and eye-attracting packaging help stand out form other brands, which make the products remarkable and recognizable.

The product experience

What makes people addicted to Milka is the good taste and high quality of products, following by the unique packaging and interesting mascot. In terms of Mascot, it is a crucial part in brand management which helps strengthen brand identity,increase brand awareness, increase audience engagement, express brand personality and grab the audience attention without using a word.

Suggestions on improvements

Even though Milka is famous for its milky and smooth flavor and friendly to cacao durable, many people reflect that the taste is too sweet for them and wish to develop high cocoa content chocolate. From the trend of chocolate market in Europe, customers put more and more emphasis on health, Bio,less sugar and high content of cocoa is warmly welcomed. Many big brands like Lindt,Cote D'Or and even retailer self-owned brand has promoted different level of cocoa content chocolate.

Sorce:https://blog.hubspot.com/service/improve-customer-perception