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Essay / Research Paper Abstract
This 5 page paper considers the marketing of the confectionary aspect of the Nestle business. The paper looks at global and local marketing strategies for the company, the target market, the 4 P's; product, price, place and promotion, and how Nestle integrate market branding and costs. The paper ends with recommendations to help the company maintain a competitive advantage. The bibliography cites 4 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEnestle.rtf
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Unformatted sample text from the term paper:
is broad ranging, smaller confectionary items have been developed for children, and more recently Nestle have demonstrated that they are able to successfully segment the market by gender; selling the
Yorkie bar to men with the slogan not for girls to in a market where the predominant purchasers are women (Westbrook, 2004). More recently the new Doubles range that has
the target market of women between 25-34 (Westbrook, 2004). To examine Nestle we can look at the 4 Ps of product, price, placement and promotion. When looking a the products
there is a constant renewal. For example, it has been announced there is the development of a new product, known under the title Project Zephyr, this is described by Mike
OReilly, the head of communications for Nestle Rowntrees as a " revolutionary new product that will fulfil consumers desire for an indulgent snack that isnt focused on chocolate" (McAllister, 2004).
The product is still under development and placement is not yet determined, however, the launch date is projected at being Febrary or March 2005, so at the time of writing
this paper is it still 10 months in the future (McAllister, 2004). There is also a new premium confectionary range due to be lunched in September 2005 called Baci, which
will be backed by a ?28 million marketing campaign over three years (Grocer, 2004). Therefore, new products are being developed constantly. The existing product line competes with companies such
as Cadburys and includes small confectionery snacks, larger bars, multi-packs and snack packs as well as boxes and tins, some of which are chocolate based, some biscuit based and some
more candy style confectionary, such as wine gums. Most products are in the mainstream or premium market, with few in the budget ranges. All are aimed at different segments
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