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The Smarties Company was founded by H I Rowntree and Co It manufactured in York England and was introduced in 1937 The company first launched its product as chocolate beans however renamed it to Smarties a year later It is sealed in a cylinder-shaped packet and the eight original colours were red yellow orange green pink light brown brown and mauve however the light brown was replaced by blue and became successful in 1980 There are about 570000 tubes of Smarties are made in the York factory and being distributed to the Middle East Far East and South America and has produced 5000 million Smarties caps over the past 25 years Smarties- The History and The Facts Sept 2006 p 1Target Market ProfilesChildrenYoung AdultsGeographicsMainly in CanadaUrban and rural areaCold weatherMainly in CanadaUrban and rural areaCold weatherDemographics13 to 17 years oldMale and femaleNo incomeGrade school to high schoolStudent 18 to 25 years oldMale and femaleSome college to college graduateStudentPsychographicsActiveCuriousConsume any kinds of sweet fooddessertsPlayfulHealth conscious about the calories the dessert may containsSelective about the taste of the fooddessertsBehavouristicsLove to eat sweet fooddessertsDrawn to colourful and bright products and its packagingLove to eat sweetsParticular packaging is not necessaryThe primary segment for Smarties is the Children since the companys main target are children from the age of 13 to 17 years old In addition since the product and the packaging is vivid and has different variety of colours it naturally inclines children to chose it since it portrays fun and happy times Children Love Bright Colors 2003 para 2 Study shows that children are able to recognize shape and texture by its colour compare to seeing dull colours like gray or brown Children Love Bright Colors 2003 para 1 Lastly the companys website has fun and interactive games which appeals more to children compare to young adultsProduct- Smarties comes in a variety of form depends which consumers the company is targeting For children the company introduced a fun
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