Nestle Crunch Marketing Plan
Nestle Crunch Marketing Plan
Sweethelda
MK 715- Marketing Management
Brenau University
Instructor: Dr. North
June 10, 2014
Executive Summary
This marketing plan was created for Nestle Crunch to position itself in the next year to deliver at least $13 million in profit without increasing the budget by over $2 million. An analysis of the chocolate confectionery market will be analyzed to develop marketing strategies to implement to satisfy these objectives. situation analyses
Market Size
Crunch is produced by the largest food and beverage company, which is Nestle. Retail sales of chocolate confectionery comprised of $33.8 billion in retail sales, which $16.9 billion were in chocolate sales.
Market Trends
The growth rate of chocolate confectionery lagged behind the cereal, gum, and sugar confectionery and showing very little projected growth through 2014.
Unit Volume
35% of the market share in sales were the Regular sized Chocolates, 30% were for the miniatures, 25% were of promotional items (promotes seasonal sales), and then there were the king sizes which made up of only 10% of the market sales.
Price
Nestlé’s strategy was to list the lowest price on their bars at $0.79 each for Butterfinger and Crunch, while its close competitor, Hershey’s priced its Bars and Reese’s cups at $0.89. The other competitor, Mars, priced theirs even higher at $0.99 each. Price increase would result in lost in sales.
Product Services Offered
Nestle Crunch offered consumers a chocolate confectionery that served as an indulgent treat in contrast to satisfying hunger.
SWOT Analysis
In SWOT, strengths and weaknesses are internal factors. In business, the strengths identified are what a business works to maintain, build, and leverage. Weaknesses that are identified should be removed, resolved, or remedied. Opportunities and threats are external factors. External factors are, in most part, out of our external locus of control. We can only either
Sweethelda
MK 715- Marketing Management
Brenau University
Instructor: Dr. North
June 10, 2014
Executive Summary
This marketing plan was created for Nestle Crunch to position itself in the next year to deliver at least $13 million in profit without increasing the budget by over $2 million. An analysis of the chocolate confectionery market will be analyzed to develop marketing strategies to implement to satisfy these objectives. situation analyses
Market Size
Crunch is produced by the largest food and beverage company, which is Nestle. Retail sales of chocolate confectionery comprised of $33.8 billion in retail sales, which $16.9 billion were in chocolate sales.
Market Trends
The growth rate of chocolate confectionery lagged behind the cereal, gum, and sugar confectionery and showing very little projected growth through 2014.
Unit Volume
35% of the market share in sales were the Regular sized Chocolates, 30% were for the miniatures, 25% were of promotional items (promotes seasonal sales), and then there were the king sizes which made up of only 10% of the market sales.
Price
Nestlé’s strategy was to list the lowest price on their bars at $0.79 each for Butterfinger and Crunch, while its close competitor, Hershey’s priced its Bars and Reese’s cups at $0.89. The other competitor, Mars, priced theirs even higher at $0.99 each. Price increase would result in lost in sales.
Product Services Offered
Nestle Crunch offered consumers a chocolate confectionery that served as an indulgent treat in contrast to satisfying hunger.
SWOT Analysis
In SWOT, strengths and weaknesses are internal factors. In business, the strengths identified are what a business works to maintain, build, and leverage. Weaknesses that are identified should be removed, resolved, or remedied. Opportunities and threats are external factors. External factors are, in most part, out of our external locus of control. We can only either
References: Alan Chapman. SWOT Analysis. (2009, October 13). Retrieved October 16, 2009, from http://www.marketingteacher.com/Lessons/lesson_swot.htm U.S. CHOCOLATE CONFECTIONERY: DYNAMIC MARKETING PLANNING. Retrieved on June 02, 2014 from : https://brenau.instructure.com/courses/1209789/pages/course-documents?module_item_id=10683688