Marketing. In my project, I am going to be looking at how Nestls Smarties are marketed. I will include my own research about the product marketing to get a good idea of how they market their product now.

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Business Studies


Jamal Senouci 11N


Aim --------------------------------------------------------------------------------------page 3-4

General marketing terms ----------------------------------------------------------pages 5-6

Introduction ------------------------------------------------------------------------------page 7

Price Survey ------------------------------------------------------------------------------page 8

Letter to company -------------------------------------------------------------------------------

Package from Nestle-----------------------------------------------------------------------------

Package from Cadburys------------------------------------------------------------------------

Taste test------------------------------------------------------------------------------pages 9-10

Trial Questionnaire---------------------------------------------------------------pages 10-11

Questionnaire----------------------------------------------------------------------pages 12-13

Explanation of questionnaire--------------------------------------------------------page 14

Results of questionnaire-----------------------------------------------------------page 15-19

Target Market ---------------------------------------------------------------------------page20

Product------------------------------------------------------------------------------pages 21-22

Promotion--------------------------------------------------------------------------------page 23

Price---------------------------------------------------------------------------------------page 24

Place---------------------------------------------------------------------------------------page 25

Packaging--------------------------------------------------------------------------------page 26

Swot analysis----------------------------------------------------------------------------page 27

Conclusion-------------------------------------------------------------------------------page 28

Recommendations----------------------------------------------------------------------page 29

Evaluation--------------------------------------------------------------------------------page 30

In my project, I am going to be looking at how Nestlé’s Smarties are marketed. I will include my own research about the product marketing to get a good idea of how they market their product now.

My research will include:

  • Identifying the target market
  • Sending a letter to Nestle asking for information

  • Conducting a price survey

  • Doing a questionnaire

  • Internet research

  • Collecting adverts

  • Finding out about relevant promotions

  • Look at the marketing of the main competitors

At the end, I will analyse the research to see if their marketing is correct and how well their marketing is reaching their target market. To do this I will put the results into charts and explain what it all means using percentages and fractions. After analysing I will write up a conclusion saying what I have found out and if it was successful. Finally, I hope to have a good understanding by the end and be able to recommend some improvements in their marketing. This assignment should cover what I’ve learnt about pricing strategies, the marketing mix, target markets, advertising, product life cycles, market segments and market research.

General Marketing Terms

Advertising – it is a way of persuading the consumers to buy the product or to inform them about it through the media.

Branding – building up an easily recognised name, logo, style or anything else that people would recognise to belong to the business.

Marketing mix – the mix of what is needed to market a product and includes the product,  price, the promotion involved,  packaging and the place it is marketed.

Market leader – the business that has a product that is the most successful product in  market.

Market research – using surveys, tests and statistics to find out what consumers want. It is done before products are launched to find out whether it will be successful and is used to make established products even better.

Market segments – the different categories that you can divide the consumers into. E.g., age, Socio economic group, gender.

Niche marketing – finding a gap in the market. A product or service that is not provided yet but is needed.


Product life cycle – this shows the different stages a product has to go through during  life e.g. growth, maturity, decline.

Public relations – the part of marketing that looks after the image of the business and includes advertising and publicity. They have to deal with good publicity but also know how to deal with bad publicity

Sponsorship – Sponsorship is where an organization pays to be associated with a particular event, cause or image. Companies will sponsor sports events such as the Olympics or Formula One. The attributes of the event are then associated with the sponsoring organization.

Target market – the group of people a business thinks is most likely to buy their product.

Unique selling point (USP) – an aspect of the product or service that is unique or very rare and has the ability to sell the product.

Brand loyalty – Continuing to buy your preferred brand.

Pricing strategies – the different ways you can price your product to suit the market you are in. E.g. Cost plus, Penetration, Competitive, Loss leader, Skimming.

Cost plus pricing – when you know the price it costs to make and then decide on a percentage mark up according to how much profit you want to make

Penetration pricing – when a product is priced low to attract customers and then increases.

Competitive pricing – pricing a product or service at a price similar to what is charged by the competition.

Loss leader – when you sell the product at a loss to attract customers

Skimming – this is usually used when a product is new and has no competition. The product is first priced very high and then gets lowered when there is competition.


Price survey

Pricing the product is important and needs to have the right balance. If the product is priced too low it is not possible to make any profit but if you price it too high it is not going to be bought by anyone. The price it is sold to the consumers is not controlled by the manufacturer but by the retailer. The only way a manufacturer can have a fixed price is if they sell it at their own stores. Here are some shops that sell Smarties and the prices they sell it at.

Price of Smarties        Price of Skittles

Tesco –         Tesco –

Morrisons –        Morrisons –        

Join now!

WHSmiths – 36p        WHSmiths –        

Woolworths – 36p        Woolworths –        

Wilkinsons – 32p        Wilkinsons –

Co-op – 36p                                                     Co-op – 35p        

Local newsagents – 32p        Local newsagents – 30p

Price of Magic stars        Price of Chocolate buttons

Tesco –         Tesco –

Morrisons –        Morrisons –        

WHSmiths –        WHSmiths –        

Woolworths –         Woolworths –        

Wilkinsons –        Wilkinsons –

Co-op – 39p                                   ...

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