Nestle Milky Bar Product Line Extentsion Marketing Essay

Nestle Milky Bar Product Line Extentsion Marketing sampleMilkybar white coffee tree is an established childrens tick saturnine with a rich heritage. all over the past 2 years the volumes on this proceeds flip been declining due to negative associations of confectionery brands with childhood obesity. Moreover legislation prevents promoting this product to the differentiate target market. A need for innovation turnaround within the brand portfolio is imperative to ensure survival sustainability on the brand over huge term.Consumers gustations during economic downturns atomic number 18 generally do not promote exam of parvenue products as a result of limited discretionary income. The primal concept is that consumers would rather spend their hard earned cash on products that they be certain of, than products that could potentially be a disappointment. This trend is alike amongst low income earners consumers (ACORN Category 5, Group NOPQU) (Appendix 1)Manufacturers are also reluctant to make far bigger investments into a new brand prefer to extend established brand light upons in different product offerings. A product that utilises an existing brand heel requires lesser investment than if a entirely new brand name launched. The risk is also lessened through product extension. So period an organisation requires to remain exciting relevant to consumers to ensure its survival the preference is to do this through renovation on existing marges as opposed to complete innovation.Current Market Chocolate ConfectioneryNestles standpoint on viands sustenance is simple you are what you run. There is more ken now is that pr sparklery feed means ripe health and good life and people are starting to make more food choices based on health. With over 140 years of food and nutrition research, Nestl is committed to offering better lifestyle choices including Good Food youll make love for a Good LifeDue to the nutritional challenges that consumers are faced, what they eat how much they eat and the way they live their lives, eat a fitter diet may be daunting. However sometimes a some small changes usher out make a big difference to your boilersuit health. Nestle commitment is to ensure that consumers dont have to compromise on stress and enjoyment in order to be brawny. Nestle promotes the concept of healthy eating to eat a healthy balanced diet and the flop amount for the level of activity that you do each day in order to avoid unwanted fish gain. By following these guidelines consumers can ensure healthier, good food choices you are more likely to opinion and look greatMeet daily nutritional needs for nutrients, including indwelling vitamins, minerals and antioxidantsProvide a boost to your immunity helping to fight off coughs, colds and other everyday bugsBe better able to control your weightLower your risk of developing serious illnesses such as liveliness disease, diabetes or cancersHowever healthy eating is a n aspect of the lifestyle, keeping active agent as part of your daily life, is also an important part of keeping well and taking care of yourself.Nestle helps to provide good food choices byProviding consumers with useful information on the nutrition content of products some(prenominal) on the website and on the food and drinks packagingProviding consumers with information rough healthy eating and tips on how to make healthier choicesHowever sequence rouge to Nestles objectives of healthier eating the fundamental vision of good food good life in a nutritionally responsible manner the judge profile of products should not be lost.ConsumersMilkybars strike consumer has been children aged 5-13. This young consumer segement ordinarily is not the shopper generally the shopper is either parents, family members or caregivers . This in itself provides a spot challenge to the marketer, while the product must appeal to the target department it must also do the same for the shopper . Therefore there are contradictory motives desire of the product from both the shopper the consumer. While the child may simply want a yummy take, the shopper is concerned about topical issues of high sugar intake, bad nutrition obesity. It becomes very difficult then(prenominal) to appeal to both these very key stakeholders without risking alienating one or the other.The key challenge then is satisfying both these key stakeholders in the purchase decision making process. The actual consumer the child requires a treat with little consequence or thought to nutrition the caregiver requires a product that will offer some nutritional value. A product that could satisfy both these needs will ensure the survival of the brand.To set ahead complicate matters recent development cut downions into advertize childrens brands increases the challenge of marketing a child-focused umber brand. Ofcoms restrictions on TV advertising of HFSS (High Fat, Salt, Sugar) prevents Nestle from util ising TV as a medium for Milkybar adverts during key childrens programming slots. Moreover the healthier eating debate has prompted key stakeholders of childrens health like parents, key givers schools to reduce chocolate offer alternatives such as cereal bars, lively and dried fruit, batty and seeds thus also limiting the availabilty distribution of Milkybar. The below is a ruling from OFCOM which is the advertising governing body for the UK.LegislationThe Government would like to restrict the progression of food and drink high in fat, salt or sugar (HFSS foods) to children in all its forms , including on broadcast and non-broadcast media) and to encourage the promotion of healthier alternatives. This is against a background of social and governmental concern about rising childhood obesity and ill-health due to dietary imbalance, specifically the over-consumption of HFSS foods and the under-consumption of fresh foods, fruit and vegetables. Both the Department of Health (DH) and the Food Standards Agency (FSA) have identified television advertising as an area where action should be considered to restrict the advertising of HFSS products to children.The brand has previously used the platform of advertising through the concept of a humorous, Wild West-inspired heroes and villains theme. Its most recent TV advert, a sedate looking Milkybar Kid on horseback winding through a wood, with no dialogue just animal noises, which highlights the undivided natural concept.The concept therefore of extending this product into associated categories is imperative. With this in mind exploration into a Milkybar ice cream lollies was initiated. This will extend this product to a different consumption occasion add volumes revenue to the base brand. The product will be positioned as atomic number 20 enriched to add value for its consumers. calcium is a likely association for the already milk rich chocolate bar. The concept behind the added value is the shopper gatekeep er for kids will seek healthier snacking resources. And a product that will assist in a key concern for gatekeepers nutrition will provide a creative solution.Milkybar ice cream lollies will be positioned as a snacking/dessert option for children. The creaminess of Milkybar chocolate will appeal to children on the taste platform. The calcium enriched position will add extra value of providing nutritional benefits while being a snack. This will increase its appeal as a healthier snacking option for parents gatekeepers. The portions nutritional guidelines will be in line with Nestles principles of responsible healthier eating. With this in mind the concept for project ice-cold Cow (Milkybar ice cream lollies) was formulated.