... Nestle has a wide range of product across a number of markets. Like coffee and healthcare nutrition. But also pet food. It’s very various. Here you can see some famous brands of Nestle, including Nespresso Nescafe Pellegrino and so on. And of course KitKat! KitKat is one of them most popular chocolates around the world. It’s well-known red and white colors and the clear KitKat Logo makes it also one of the most recognized brands ever. I will show you how KitKat is marketing their brand by showing the Marketing Mix of KitKat. This consist of the product strategy, the Price strategy, the place strategy and de promotion strategy. First the Product Strategy: The original KitKat is a 4-finger chocolate bar and each finger has 3 layers of wafer and crème-filling, covered in an outer layer of chocolate. In the Netherlands you also have these typical 4-finger bars. But you also have the KitKat Mini with 2 smaller fingers. And there’s a single larger KitKat, the KitKat Chunky, which is also available in white chocolate. And you can buy a MCflurry at the McDonalds, which is an example of Neslte working with another company. Plus there are these new Pop Chocks from KitKat, which are getting more and more popular in the Netherlands. Then the Price Strategy: The key concept of maintaining a strong brand image in a competitive market, is flexibility of the pricing...
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...Introduction Kit Kat was launched in 1937. Since then, it has consistently been one of the best selling chocolate bars on the market and has acquired an instantly recognizable brand name and identity. In 1997, British sales of Kit Kat amounted to some £227 million, which made it easily the most popular confectionery product on the market. Forty four Kit Kats are consumed every second in the UK! The UK confectionery market is worth over £5 billion per annum and is highly competitive. It continues to be dominated by large, well-established names - highlighting the importance to firms of creating brand identities for their products. Once created, however, a brand name needs constant maintenance. Kit Kat’s ability to remain a brand leader over sixty years is no accident. The long term maintenance of a brand name requires continuous monitoring and investment. Brand image must be seen as a dynamic, not a static factor; the same consumer perceptions that create brand loyalty can also turn against a product that fails to adjust and adapt to changing attitudes. This study focuses on Nestlé’s Kit Kat and the long term brand name maintenance strategies which have sustained Kit Kat’s position as a market leader for over sixty years. The history of Kit Kat emphasizes the importance of successfully managed brand names to the company that owns them. Nestlé was prepared to pay a record price to acquire Rowntree in 1988 because of the prestigious brands in Rowntree’s product portfolio. Kit Kat...
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...life. A lot meaning troubles and good times but mostly good times or I just don’t want to remember anything that makes me sad because life is just so sad for me. ------------------------------------------------- I have a friend. Her name is Kitkat. She has a long blonde hair and clear blue eyes. She is really gorgeous. She’s the meanest and kindest girl I have ever met. She’s always there for me. When I was young, kids would call me names and push me. She said I should not fight back, I was not born to fight with dumb kids, and I deserve to have better friends. Kitkat was my only friend back then. We play tea parties together, she sings me songs to sleep and she listens to all my complaints. But whenever I would tell my Mom about Kitkat, she would smile and tell me how much I need to go outside and play with the kids on our block. I would tell Mom that they are mean and they are bullying me and Kitkat said that I should not play with them because I deserve better friends. Mom would always tell me to go up in my room and think about everything that I was saying. I have always been with Kitkat every time she would yell at me and advise me to forget about Kitkat. Kitkat was my only friend. I wanted to introduce her to Kitkat but when I’d say her name she’d go insane and would say that my imagination has run wild again. These words have always hurt me....
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...re-named two years later as KitKat Chocolate Crisp. It became KitKat after the Second World War. No one is sure where the name KitKat came from but it’s thought the famous KitKat Club of the 1920s had some influence. Within two years of launch, KitKat was established as Rowntree’s leading product, a position that it has maintained ever since. During the war, KitKat was portrayed as a valuable wartime food and advertising described the brand as “What active people need”. KitKat 4 Finger For most of its life, KitKat has appeared in a red and white wrapper. It did, however, change to a blue wrapper in 1945, when it was produced with a plain chocolate covering due to shortages of milk after the war. This blue livery was withdrawn in 1947 when the standard milk chocolate KitKat was reintroduced. KitKat was first advertised on TV back in 1957 and had its first colour advert in 1967. Famous adverts include the ‘Dancing Panda’ in 1987 and the ‘Have a Break’ adverts in the 90’s. KitKat is produced at the Nestlé Rowntree Factory and in 2004 a massive 39,000 tonnes of KitKat were sold - that's 107 tonnes a day! Over the years KitKat 4 Finger has appeared in Orange and Mint variants and in 2004 we released a Lemon + Yogurt flavour, a Halloween variant, Blood Orange, and Lime flavoured KitKat. A Caramac variant was launched in 2005 and has proved to be our most successful variant to date. New KitKat 4 Finger Fine Dark For the dark chocolate lovers, new KitKat 4 Finger Fine Dark uses...
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...PERCEPTION ANALYSIS BETWEEN COMPETING CONFECTIONERY (FMCG) BRANDS 3 Votes Chocolate consumption is gaining popularity in India due to increasing income and lifestyle. Chocolate market in India is valued at Rs 2,000 crore and is growing at the rate of 18 – 20 per cent per annum. The Indian chocolate market is seen growing at a compounded annual growth rate of 15-20%. Over 70% of chocolate consumption takes place in the urban areas. Chocolate consumption in the rural areas is negligible in India. Chocolate market is a highly concentrated market, with Cadbury having 70per cent and Nestle around 20 per cent. These two companies have been instrumental in building up the chocolate market in India with huge investments in product development, advertising and brand building. Modern trade constitutes about 10% of the overall chocolate category, or roughly Rs 320 crore, according to Nielsen. Of this, brand Cadbury Dairy Milk has a share of 35%, while Bournville and Silk together account for 18%. Cadbury’s India Ltd, has been in India since 1948. In all the segments i.e.moulded chocolates, count chocolates and panned chocolates, it is undoubtedly the market leader. The world’s largest marketer of chocolates (became world number one when it acquired Rowntree Macintosh of the UK) – Nestle, made its foray in the Indian chocolate Industry in November 1990. In the eighties, Cadbury’s decided to focus its efforts on making chocolates a distinct category with an identity...
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...QUESTION 1 Here is a company’s cost data: |Output |FC |VC |TC |MC |ATC |AVC | |1 |100 |30 |130 |0 |130 |30 | |2 |100 |70 |170 |40 |85 |35 | |3 |100 |120 |220 |50 |73,3 |40 | |4 |100 |170 |270 |50 |67,5 |42,5 | |5 |100 |225 |325 |55 |65 |45 | |6 |100 |300 |400 |75 |66,7 |50 | |7 |100 |380 |480 |80 |68,6 |54,3 | Complete the table and draw the MC, ATC and AVC curves on a graph See the graph n°1 given to you. The demand function for this market is Qd=1000-10p Draw the demand curve for this demand function onto the graph. On the x-axis go from 0 to 1000 in gaps of 100. On the y-axis go from 0 to 100 in gaps of 10. in order to draw the demand curve for this demand function, I had...
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...Bangladesh’s chocolate industry has not grown significantly even after a certain industrial revolution. At present we need to rely on foreign chocolate brands. Different chocolates of Cadbury, Hershey’s, Mars, Snickers, KitKat, Alpenliebe, Toblerone, Eclairs, Munch are few most preferred chocolates in Bangladesh. But unfortunately none of these are local product. We couldn’t develop our chocolate industry much. The reason behind that is lack of interest of customers about chocolate. Marketers could realize that the customer’s demand for chocolate in Bangladesh is not that much high. That’s why this industry failed to grow significantly. However, in recent times the demand of chocolate has increased much. From various report, we could see that the demand of chocolate in Bangladesh has increased over past 5 years, even though the demand is fulfilled by foreign brands. Realizing the demand of customer, many local companies have shown interest to manufacture quality chocolates in Bangladesh. As a result, now we have few local brands in market even though the preference for those chocolates couldn’t meet the expectation. Basically, the quality of local chocolates is not enough to compete with other international brands. Here are few examples of local brands- Pran Eclairs, Pran Layer, Choco Bean, Choco Choco, Milky stick, Gems, Pearls, 2in 1 éclair, Fruto Toffee, Treat Chocolate Bar, Treat Peanut Bar, Cocola Bar, Cocola Frutics, Olympic Choco Funn, Olympic Creamy Caramel, Elson Gold...
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...Marketing Mix of Mondelez: Products– Mondelez has a power house lineup of products. In fact many of these products have been acquired by its merger with Cadbury. Cadbury had generated a number of cash cows in its product range. Some in the chocolate business are Dairy milk, Bournville, Five star, Perk, Cadbury eclairs. In the biscuits segment it has launched Oreo in 2010 which is gaining market share at a fast pace crossing 100 crores in revenues. In beverages there is bournvita which again is one of the leaders in milk addittives. Halls as a mouth freshener as well as a remedy during cold is used across India. Due to its products, Mondelez is the leading name of chocolates across the world. Price - With quality comes price. As the quality of the products is high, and the beverages and Oreo requires constant marketing to be on top, the price of Mondelez products is also high in some cases, whereas in others it is very much reasonable. Products like perk, five star and eclairs give the taste of Cadbury even at lower price. Dairy milk is considered to be a premium brand of chocolates due to this positioning, but because of lower priced chocolates, it is also accepted across various target segments. Cadbury has many varieties of products in the chocolate segment and the pricing of each chocolate is different based on the type of customer who is going to buy it. However, in all these, the Dairy milk brand is the clear winner. Priced in high as well as low variants, the cadbury...
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...pollution levels or have big buildings destroying the landscape with noise and traffic congestion, then the local residents would complain to their local council resulting to possible incentives for bringing in jobs for the community being stopped. On the other hand, local residents with small businesses near to Nestle Factories would benefit due to the money being brought in by workers at the factory. Consumers eating less chocolate because of health risks or a seasonal variation in the summer months where Ice Cream is more popular (Ice cream version of the KitKat egg). Consumers spending their disposable income on new technology like mobile phones, computer games and young children spending money on new toy ect. TECHNOLOGICAL – developments in manufacturing and business processes. If the cost of machinery risen due to an increase in cost of producing that machinery means production cocts of the new KitKat will be high than before the increase. There could be new machinery enter the market that allows production to be carried out more effective and efficient than before, which saves on labour costs. Maintenance cost of machinery may increase because better-trained skilled personnel are needed to maintain the machinery through advanced in technology. Employees may need training for advancing IT within the...
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...1.Android - Overview What is Android? Android is an open source and Linux-based Operating System for mobile devices such as smartphones and tablet computers. Android was developed by the Open Handset Alliance, led by Google, and other companies. Android offers a unified approach to application development for mobile devices which means developers need only develop for Android, and their applications should be able to run on different devices powered by Android. The first beta version of the Android Software Development Kit (SDK) was released by Google in 2007 where as the first commercial version, Android 1.0, was released in September 2008. On June 27, 2012, at the Google I/O conference, Google announced the next Android version, 4.1 Jelly Bean. Jelly Bean is an incremental update, with the primary aim of improving the user interface, both in terms of functionality and performance. The source code for Android is available under free and open source software licenses. Google publishes most of the code under the Apache License version 2.0 and the rest, Linux kernel changes, under the GNU General Public License version 2. Why Android ? Features of Android Android is a powerful operating system competing with Apple 4GS and supports great features. Few of them are listed below: Feature | Description | Beautiful UI | Android OS basic screen provides a beautiful and intuitive user interface. | Connectivity | GSM/EDGE, IDEN, CDMA, EV-DO, UMTS, Bluetooth, Wi-Fi, LTE...
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...BlackBerry Limited: "Should Blackberry switch to Android?" Abstract With its introduction in 1999, Blackberry was a cutting-edge mobile company who changed the very industry that it struggles to stay afloat within today. Every so often we hear the question, should BlackBerry drop their current operating system and use Android as a replacement? Initially it may sound like a good idea, after all Android is the number one smartphone operating system globally. And with BlackBerry’s platform struggling, why not go with the leader? Well, that answer may simply boil down to security, yes security. BlackBerry has always offered a platform that is secure end-to-end. In a June 26, 2014 press release, it was announced that Google will adopt part of Samsung’s KNOX as a security platform for Android which is a business-oriented security solution that will keep work and personal data separate and secure on a single device. BlackBerry’s CEO Chen says that it is a step in the right direction for Android but Samsung KNOX he says “is a fort built upon an insecure foundation” and he also points out the fact that there are tens of millions of secure BlackBerrys and only a few million phones with KNOX. And though that may be true there will be many more soon. How much longer can BlackBerry stay afloat in an Apple, Android, and Windows dominated market? BlackBerry got touchscreens wrong, they got apps wrong, and now all they have left is security. It’s a nice feature, but is it enough? ...
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...EXECUTIVE SUMMARY Chocolates had its beginnings in the times of the Mayas and the Aztecs when they beat cocoa into a pulp and made a bitter frothy chocolate out of them. They first became popular in Europe in a highly unrefined form. Then the Hershey Food Company was the first to bring out chocolates in the currently popular solid form. The main ingredient of chocolates is cocoa, grown mainly on the equatorial zones of South America. The other ingredients that go into the making of chocolates are: sugar, milk solids, and permitted emulsifiers. Cocoa constitutes nearly 40% of the total raw material cost. The following report attempts to make a study on the chocolate industry and the position of the chocolate brand, Cadbury. The brand name chosen is the umbrella brand as we feel that the corporate name is recognised as a brand, not so much its individual products. The study will focus on the marketing and advertising strategy employed by Cadbury in the context of the Indian macro environment and industry structure. The advertising strategy will be studied with respect to Cadbury's business and marketing objectives. The strategies adopted will be analyzed for each product offering. The same is followed to a minimal extent for its major competitor, Nestle India Limited, to get an understanding of where Cadbury stands. The report initially focuses on an examination of the industry environment and the product class. The report then goes on to analyse the corporate, marketing...
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...Introduction Nestle is one of the major food and beverages company in the world. It was established in 1867 by Henry Nestle, who was a trained pharmacist. The introduction of the company in the market was through the development of an alternative source of infant nutrition for mothers who were unable to breast feed and named it as Farine Lactee Nestle. He choose his surname “Nestle” as the name logo of the company which means a “little nest”. In 1904 Nestle introduced its chocolates in the market. But when the availability of raw materials reduced during the First World War, Nestle purchased lot of factories in U.S and increased their production to twice as their pre-war production. Immediately, after the end of the war consumers switched back their choice to fresh milk due to which Nestle recorded its first loss. However they updated their operations and brought production in line with sales and thereby dropping the debts. In 1930 Nestle introduced several new products like Milo and Nescafe. Nestle achieved considerable growth after the end of Second World War because of diversification within the food sector. The sales of Nescafe instant coffee quadrupled between 1960 and 1974. In 1980's Nestle drew criticism from many organizations on account of promotion of infant formula over breast feeding which allegedly led to death of infants in less developed countries. The boycott of Nestle products was suspended in 1984 after Nestle agreed to fulfill with the international...
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...as a result of these actions as well as solutions. Also included in this document is a proposed strategic communications plan that can be implemented by Nestlé to manage all its online & social media communications. The environmental awareness group Greenpeace claimed that Nestlé was contributing to deforestation by using palm-oil because suppliers expanded oil-palm plantations, paying no heed to the lives of the orangutans which inhibit the forests which would be lost. Greenpeace then proceeded to lead its attack on Nestlé by posting an altered version of Kitkat’s “Have a Break” video on YouTube. This video showed a bored employee taking a break by eating a Kitkat bar. The Video Shows Him Peeling back the wrapper and uncovering an ape finger instead of a kitkat bar. When He starts eating the so called kitkat bar, blood oozes onto his chin and computer keyboard, he wipes it off while continuing to enjoy his break. The Advertisement says “Have a...
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...BANERJEE Enrolment No.: DDE/MBA/Jan2010/18 Session: 2010-2012 :: SUPERVISOR :: PROF. DEVMALYA DUTTA THE UNIVERSITY OF BURDWAN CONTENTS 1. Declaration 2. Acknowledgement 3. Introduction 4. Consumption of Chocolate in India 5. Nestle 6. Cadbury DECLARATION RITABRATA BAHERJEE (Signature) ACKNOWLEDGEMENT QUESTION Wafer chocolate has never been a success in India until Kitkat was launched. Cadbury has launched “Crisp” in 70’s and the brand was in reposition in 80’s. “Kitkat” was launched at Rs. 3/- per 8.5 gm the smaller version with a ‘have a break’ campaign. The campaign introduced the brand as a friendly, casual and humorous product. The brand also had a finger format which meant that chocolate could either be shared or stored. “Perks” from Cadbury was launched around same time at Rs.7/- for 35gm bar. The product format was similar to that of “5Stars” bar. The brand came out with the ‘Stomach worship’ campaign. While “Kitkat” was targeted at adult Perks seem to be targeted young people as made out from commercial. Perks formulation is slightly different from that of Kitkat. It had few ingredient other than wafers and also position as a snack food. Recently Cadbury has reposition a number of it’s brands like “Dairy Milk”, “5Stars”, “Gems” and festival offer; as it evident from various print and electronics commercial ads. 1. Comment on the segments chosen by these brands of Cadbury and Nestle and suggest their segmentation and positioning parameters. 2. Suggest...
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