Essay on Nestle Crunch Marketing Plan - 1086 Words

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†¦show more content†¦strategy development Financial Projections Strategy and Execution Minus 1 event of free standing insert (FSI) coupon good on one regular size Crunch bar Add I event of A regular bar bonus size (+25%) is offered during 2-week promotional period; it was not offered in 2009 Minus 1 event of a 2-week store display featuring regular size Crunch Distribution increases by 2.0 percentage points A Crunch price increase of +12.5% on all products would match Hersheys retail prices but would still be less than Mars prices; no pricing action was taken in 2009 The following table shows the impact on sales and profit when making changes in the marketing mix. According to the table, with the marketing mix selected we are able to achieve our objective of ensuring production contribution of at least $13 million, our profitability percentage change is at least over 15%, and budget does not increase by more than $2 million. advertising and Promotion Media Marketing The media vehicles for advertising that will be utilized are TV, print, and online. Since TV has the greatest reach, 70% is allocated in the budget for TV advertising and promotion; 20% for online and 10% of the budget for print marketing. The total budget for these media marketing is a little below $12.9 million We have an estimated reach of 90% for the TV advertising and marketing and 10% and 20% for print and online respectively. The pie graph belowShow MoreRelatedMarketing Audit of Nestlà © Crunch Essays2571 Words   |  11 Pages------------------------------------------------- Student Registration Number: | 130198710 | | | Word Count: | 2230 | Marketing Audit of Nestlà © Crunch Introduction: Nestlà © Crunch is a famous chocolate confectionery in the US market, and take up almost 2% market share of the total (Barton 2014). This market audit will be split  into three section, and separately analyze the business environment, marketing mix and STP (Segmentation, targeting and positioning). Finally, a conclusion will be drawn in the end of thisRead MoreSwot Analysis1856 Words   |  8 PagesTECHONLOGY MARKETING COMMUNICATIONS PLAN (NESTLE KOKO KRUNCH) DRAFT I – THE INDUSTRY BONGALOS, ALEXIS S. ROJO, JOHN EMMANUEL S. EMG 111 – B1 PROF. MARVIN I. NORONA I. THE INDUSTRY A. Industry Definition: Nestlà © Koko Crunch is in the Food Processing Industry. 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