An Evaluation of the Marketing Strategy of Nestl Yorkie Chocolate Bars.

Authors Avatar

Adam Martin        GCSE Business Studies Coursework                

An Evaluation of the Marketing Strategy of

Nestlé Yorkie Chocolate Bars

Aim

The aim of this piece of coursework is to evaluate the marketing policy of Nestlé to market Yorkie chocolate bars. I will conduct primary and secondary research to find out the data I need. In conclusion I will say how the marketing strategy needs to improve.

The Product

Nestlé is a well-established public limited company, originally Swiss formed in 1867 by Henri Nestlé, that trade all over the world. A public limited company is a company that sells stocks and shares on the stock market. Nestlé has been part of the British culture for longer than most UK companies. A sales branch first came to Britain in 1868, just a year after the company was founded. Then the Anglo-Swiss Condensed Milk Company (which merged with Nestlé in 1905) established its first UK factory. In 1901 Nestlé followed suit. They are the world’s leading food company because they own brands such as Coffee Mate, Nescafé, Perrier, Buitoni, Ski yoghurts, Rowntree and Wonka. Recently they have come under fire because they have given mothers in Africa special baby milk for free. The mothers that Nestlé gave the milk to can’t breastfeed and so the babies rely on the Nestlé baby milk and so the mothers have to buy more of the Nestlé baby milk. The mothers cannot afford this milk as they are very poor and many babies have died as a result. This has caused many people to question Nestlé’s ethics and consequently stop purchasing Nestlé commodities.

The brand name is Nestlé Yorkie. This is the name Nestlé give the product to distinguish it from the other bars.  It is a chunky milk chocolate bar that is sold all across the country in supermarkets, corner shops and garages. They sell a number of different variations of the bar for instance Fruit Yorkie, Raisin and Biscuit and Honeycomb.  The bar is aimed at men of about 12 - 50 who need something to ‘fill a hole’. It is a chunky, macho bar and these properties are reflected in the advertising slogan. The chocolate bar has been around for quite a long time but recently it has been re-launched with a new image and ‘New, Improved Flavour’. Yorkie’s unique selling point is that it is chunky and ‘macho’.  The bar is currently going through quite a mature part of its product lifecycle but it could slightly be going into decline because there are more and more similar bars coming onto the market and could make the Yorkie bar go into decline. To make it mature again Nestlé would have to do some more extension strategies to increases sales again.  The extension strategies that Nestlé use are variations to the bar such as raisin and biscuit and honeycomb.

The bar utilises the advertising slogan that is “Not For Girls”. To some people this could be offensive because it could be seen as sexist. The phrase “Not For Girls” shows that the product is a chocolate bar for men and a lot of other chocolate is intended for women. Yorkie is a chunky and masculine so this could appeal to men.  This could reduce sales for Nestlé because some women will think that because of this slogan they shouldn’t buy it. The Broadcasting Independent Commission has passed this slogan. Often the commission will say that an advert is not suitable for national broadcast. This is often because the advert is sexist or there are too much graphical content.

The Price

I searched my local newsagents, Esso Garage (Midsomer Norton), Martins Newsagents (Midsomer Norton) and Tesco (Midsomer Norton) and found out the price of Original Yorkie. I would expect all these prices to be reasonably similar because all the shops are quite close to each other and should be competitive prices. It will also be interesting to see how close the prices are to the RRP. The RRP is the recommended retail price, the price that the retailer suggests the product be sold at Nestlé.

Yorkie Prices

Dairy Milk

Join now!

Galaxy Bar

These prices show that they are all quite close to the RRP. Esso can afford to sell Yorkie bars for more than the RRP because they are shops that are on roads and so if people want a chocolate bar they won’t mind about paying a few extra pence. All the prices are within 3p of the RRP so this shows that the shops do actually consider the prices that Yorkie is being sold at. The price is similar to other products of similar type. A Cadbury’s Dairy Milk, for ...

This is a preview of the whole essay