• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14

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

Extracts from this document...

Introduction

An Evaluation of the Marketing Strategy of Nestl� Yorkie Chocolate Bars Aim The aim of this piece of coursework is to evaluate the marketing policy of Nestl� 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 Nestl� is a well-established public limited company, originally Swiss formed in 1867 by Henri Nestl�, that trade all over the world. A public limited company is a company that sells stocks and shares on the stock market. Nestl� 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 Nestl� in 1905) established its first UK factory. In 1901 Nestl� followed suit. They are the world's leading food company because they own brands such as Coffee Mate, Nescaf�, 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 Nestl� gave the milk to can't breastfeed and so the babies rely on the Nestl� baby milk and so the mothers have to buy more of the Nestl� 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 Nestl�'s ethics and consequently stop purchasing Nestl� commodities. The brand name is Nestl� Yorkie. This is the name Nestl� 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. ...read more.

Middle

I think the marketing strategy of Nestl� for Yorkie is god because it attracts people's attentions, this is especially true for the advertising slogan because when people hear "Its not for girls" they will often automatically think Yorkie. This is the effect Nestl� want as it helps people think about Nestl� Yorkie and in some cases. This slogan makes people want to buy it because it makes Yorkie have a masculine image and so some men will buy a Yorkie because of this. Questionnaire Which of the following age group do you fall into? Age Group Tally 0 - 10 ||| 3 11 -15 |||| |||| || 12 16 - 20 |||| | 6 21 - 25 |||| 5 26 - 30 31 - 35 | 1 36 - 40 41 - 45 | 2 46 - 50 || 2 51 - 55 56 - 60 61 - 65 66 + 1. Are you male or female? Male Female 2. Which of these is your favourite chocolate bar? Chocolate Bar Tally Kit Kat Chunky | 1 Cadbury's Dairy Milk |||| |||| | 11 Galaxy |||| | 6 Nestl� Yorkie Original ||| 3 Mars Bar |||| 5 Snickers Bar ||| 3 Other || 2 Not a chocolate fan || 2 3. Where would you usually buy a Yorkie chocolate bar? Shop Tally Chain Supermarket |||| 5 Newsagents |||| |||| || 12 School/Work Cafeteria ||| 3 Caf� |||| 4 Motorway Service Station || 2 Other |||| 4 4. What is your favourite Yorkie bar? Type Tally Original Yorkie |||| |||| |||| 14 Raisin and Biscuit Yorkie |||| |||| |||| 15 Fruit Yorkie |||| |||| || 5. What makes you choose Yorkie over other similar bars? Packaging Had it before and enjoyed it Satisfies hunger well Cheaper than other bars Other 6. If Yorkie bars were 5 pence more expensive would you: A. Buy More B. Buy Less C. ...read more.

Conclusion

The prime positions would be in the middle of the shelf on the top 3 shelves as this is usually eye level and easy for most people to reach. This is where Nestl� should try and sell Yorkie bars, as this would make them catch the eye better. Children's chocolate bars and other sweets would be on lower shelves as this is easier for them to spot and reach. Final Conclusion Yorkie is a chocolate bar that is aimed at men. Nestl� say that it is the only chocolate bar on the market that is aimed specifically at men. I don't think Nestl� should change the target audience I just think that they should be less controversial in their marketing. It is designed to fulfil hunger and act as a macho statement. It has chunky pieces of chocolate that are portrayed to be masculine. The Not For Girls advert campaign was generally a bad idea because it raises sexism issues and these can be very strongly opposed now in the 21st century. I think Yorkie would benefit from a new logo and new packaging to make the bar jump out at people whilst on the shelf. Also it could do with changing the Not for Girls adverts as these have offended a lot of people. Also as there was already people who refused to buy anything Nestl� because of the baby milk fiasco, it was probably a bad idea for Nestl� to come out with this slogan. Overall I think Yorkie is doing quite well. The slogan may have been a bad idea but it has appealed to a lot of men because they feel that if they buy it, it will make them more of a man compared to other chocolate bars. If it was sold on one of the top shelves in the middle, reduce the price and had new packaging a lot more Yorkies would be sold overall. Adam Martin GCSE Business Studies Coursework Page 1 of 14 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Music section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Music essays

  1. Critical evaluation - In the Snack Bar Edwin Morgan.

    head allowing them a closer more detailed view on the poems subject. An example of an effective simile is: "Like a monstrous animal caught in a tent" The simile is used to describe the blind man and his general appearance.

  2. My Business Studies Coursework is to design my very own chocolate bar. This involves ...

    Then, the chocolate bar is launched, and gradually the consumer becomes aware of its existence. At maturity, the bar is selling well and the consumer is very fond of it, and saturation is where the product begins to stop selling as well, because the market has become too big, and

  1. The impact of California Smoking Bar Banned to the bar owners in Orange County.

    Therefore, the purpose of this research project is to examine the impact of California smoking bars banned in Orange County as well as to provide the information regarding the effect of smoking to the seconhand smoke in orange county. Statement of the Problem The statement of the problem provides an

  2. An afghan wedding is interesting and unique

    After dessert is finished the bride and groom will walk over to the three tier cake and the musician will return from dinner and sing the traditional song of "Baada baada elahee mubarak baada - man dil ba tu dada am tawakol ba Khoda" meaning congratulations I gave you my

  1. Evaluate the account of club culture offered by Thornton.

    The idea of sub cultural capital is evident throughout the writing, which draws on the work of Pierre Bourdieu and his book Distinction (1984). In his research, Bourdieu focuses on two types of capital. The first is cultural capital, or the knowledge that is accumulated through upbringing and education, which generates social status.

  2. Packaging our Product

    Me 9 Heaven's Cry "Till Tears Do Us Part" 10 Ian Van Dahl Will I 11 Ian Van Dahl Castles In The Sky 12 Lange Drifting Away 13 Leann Rimes I Need You 14 Marc Et Claude Loving You 15 Mauro Picotto Komodo 16 PPK Resurection 17 Push The Lagacy

  1. HOW HAS THE CONTEXT OF FALSETTOLAND INFLUENCED THE CONTENT AND WRITING OF THE PIECE ...

    In 1875 the Hebrew Union College opened in Ohio and made history by serving untraditional, treyf food. The German immigrants built Temple Emanuel, the largest reform synagogue in the world and by 1880 (50 years after the influx) there were about 200 synagogues in America alone with the majority being Reform.

  2. cadbury market research exercise part 3/4

    This means that Cadbury should advertise this product through the internet. I now know that a 14 - 16 year old child is attracted more to a brightly coloured packaging, than to a glossy packaging. I have also found out that the majority of chocolate bars, which are bought separately,

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work