Breakfast Cereal Marketing Essay 1.
This report looked at the aspects of each stage in the process, and considered the implications of each issue on the marketing of Cookie Crisp. Since the process is guided in some stages by unexpected factors and the behaviour of other consumers it was found that marketing research must be done and the findings used to influence each stage of the process.
Also a regular measure of customer satisfaction must be done to constructively determine the success of Cookie Crisp and other products from Nestle. Terms of Reference This document reports the marketing implications of need recognition, information search, evaluation of the alternatives, purchase and the post-purchase evaluation stages of Nestle Cookie Crisp.
Introduction In producing and marketing a new product, most companies research the buying decisions of the consumer to find; what consumers buy, where they buy it, how and in what quantity they buy, when and why they buy.
The model in Figure 1, as found in Kotler et alshows the stages that the consumers pass through to reach a buying decision see Appendix 1.
The five stages are need recognition, information search, evaluation of the alternatives, purchase decision and postpurchase behavior. In marketing Cookie Crisp, a breakfast cereal, it is important to influence each stage of the buying process to ensure a favourable response to the product.
The next section will look at the marketing implications of the five stages. Need recognition The buying process starts with need recognition. According to Kotler et althis is where the consumer recognises a problem or need. This need is triggered by internal stimuli such as biological desires and external stimuli which would be a desired state as opposed to the actual state of the consumer.
Cookie Crisp is intended for consumers who enjoy chocolate chip cookies. The image of cookies on the packaging highlights the bite-sized chocolate chip cookie cereal and creates the need of not only hunger but also the need for a cereal that gives the satisfaction of consuming chocolate chip cookies.
Information search Now that the need has been identified, the consumer may or may not search for more information. If the consumer does not search for more information, a satisfying product must be near at hand for him to buy.
Most of the information that a consumer receives comes from commercial sources which are controlled by the marketer Kotler et al, Therefore, the onus is on the marketer to utilise the avenues that would influence the consumer.
This would include doing research to find out what would attract the customer and put those findings into advertising, packaging and displays. Cookie Crisp in using a mascot, a wolf who, in animated advertisements, makes attempts to steal the cereal from a group of children and also emphasises that the cereal is like a cookie.
The use of animation and a fun wolf who schemes to get the cereal is targeted at attracting a younger market. While commercial sources may inform the consumer, personal sources of information such as reviews or awareness of a product from family, friends, neighbours and acquaintances evaluate products for the buyer.
Evaluation of alternatives According to Jobber and Fahythere is a criteria used to evaluate alternatives; technical, economic, social and personal criteria. Technical criteria in this instance would be related to taste and looks of Cookie Crisp.
The economic criteria would encompass the price, the value for money and lifestyle costs. Price is a factor that determines for some people whether they would purchase a product but the perceived value for the money also influences the choice if it is a new product on the market.
When these criteria are met, the consumer would purchase the product. Purchase decision At this stage in the process the buyer actually purchases the product.
However, there are two factors that may sway this process.
After the evaluation of alternatives there is intention to purchase the product but according to Kotler et althe attitudes of the other and unexpected situational factors may alter the purchase decision. These factors are based on a perceived risk in purchasing the product.
The risk can also lie in what other people think of the Cookie Crisp which can sway the decision to buy Cookie Crunch instead. These factors can lead to a repeat of the information search and evaluating alternatives stages of the process.
For the marketer the implication of the perceived risk is to provide information and support that will reduce the risk factor to create confidence in the product and its sustainability which is dependent on the behavior of the consumer after the purchase has been made.Nestlé Nigeria Plc announced on Wednesday it had introduced a new breakfast cereal, GOLDEN MORN® Puffs.
Made from grains and cereals, the company explained that it provides families with even more choices of tastier, healthier food.
THE CEREAL BOX PROJECT -- PROMOTION PHASE -- THE PROJECT: The purpose of this project is to illustrate the promotion mix showing the five basic strategies (personal selling, advertising, direct marketing, sales promotion, and public relations.). Sep 18, · The global breakfast cereals market is projected to display a robust growth represented by a CAGR of % during - The report has covered and analysed the .
Cereal Partners UK ranks as the local #3 behind Kellogg's and Weetabix with combined sales of around £m and around 10% value share of the £bn cold & hot cereal sector. The group's second largest international market is now Australia.
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