Table of Contents Background of Kinder Chocolate....................................................................................................1 Existing brand values of Kinder Chocolate.....................................................................................1 Growth strategy of Kinder (Ansoff Matrix).....................................................................................3 Proposed Target Market for Brand Extension.................................................................................4 Pestle analysis..................................................................................................................................5 Comparative analysis.......................................................................................................................5 REFERENCES................................................................................................................................7
Background ofKinder Chocolate In the year of 1968, a famous brand named as Kinder Chocolate came in existence and since then company is offering customers with confectionery product brand line and this is developed by Ferrero. Michele Ferrero was the founder of this company who initially worked within the Italian markets and in present Chocolate is offering its products more than 125 countries. If it is talked about market share in 2015, Kinder has grabbed approximately 9.35 percent of the global chocolate market. Along with this, Kinder is offering customers with good quality chocolate products with a premium price and this could be considered as trends in sales in present time. Existing brand values of Kinder Chocolate If it is talked about brand values, Kinder Chocolate has kept its focus on customer's need and requirements and i.e. high quality, product freshness, finest raw materials and respect. These are some of the points on which Kinder has directly conducted research and helped them in building up a good image within the market. Along with this, company also dealing with hygiene, social issues and continuously serving to customers with different range of chocolate products. Away with this, there are some of main points under this, which mainly Kinder has considered while building up there brand and these are: Loyalty and trust Respect and responsibility Integrity and Sobriety Passion towards innovations and research Work, create and donate 1
Along with this, there are a range of promotional campaigns that are being developed by company and these are: Invented for Kids, approved by mums Kinder Chocolate, just bigger A treat for the imagination The Indulgent taste Including this, Kinder+Sport could be considered as a sponsorship activity, done by international Ferrero Group. This aimed to bring joy of movement into the life of every child. 2
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Growth strategy of Kinder (Ansoff Matrix) Kinder has decided to extend its business, and in regards to the same, company is going to offer customers with Milkshakes within different range of flavours like, banana, strawberry, vanilla and chocolate. For the same, Kinder has used Ansoff Matrix as its growth strategy which is given below: Ansoff Matrix: Market Penetration :This is being used by Kinder at the time of enhancing existing products' sales. Bueno, Surprise, Joy are some of the products which Kinder is offering to the customers and for enhancing the sales, through developing promotional campaigns. ProductDevelopment:Sincecompanyislookingforwardtobrandextension considering Milkshakes as its primal product, where Kinder is going to offer customers with new brands within the existing business market in which it is already performing. 3
Market Development :This strategy focuses on reaching new markets with existing products in the portfolio. In context to Kinder, company will reach to the new markets with their products which are already famous in the existing markets. Kinder Joy is one of a famous and strong product of brand portfolio of Kinder which helped in grabbing Asian business market in a short span. Diversification :Considering this strategy, Kinder might reach to the new markets with the help of new product and i.e. Kinder Milkshakes with different range of flavours, but this might create uncertaintiesfor Kinder at the time of entering new business market with Milkshakes. Proposed Target Market for Brand Extension Kinder is looking forward to expand its business in South America in a specific country i.e. Peru. For the same, company has used STP model in order to expand its business within the country with a sure and short plan. It is described briefly beneath: Segmentation:It consist with four different segments and these are: Demographic, Geographic, Psychographicand Behavioural. Here, Kinder has used demographic segment and divided individuals considering the age groups from 3 to 12, 12 to 60 and more. Target :In regards to this, Kinder has taken demographic as its segment and considered age factor where organisation has targeted individuals of the age group of 12 to 60 in order to sell Milkshakes in Peru. Positioning :Kinder is going to place Milkshakes at a premium level with decent prices as it is offering customers with good quality products considering its actual value. 4
Pestle analysis Political :Change among rules and regulations made by Peru's government might impact upon promotional acts, sales and profit margins as well of Kinder while brand extension considering Milkshakes as its product. Economical :Peru's economical conditions are not that good enough, but it is rising which can affect overall idea of brand extension of Kinder. Since, people of Peru do not spends much in regards to joy which will directly put negative impact upon Kinder's Milkshakes. Social :Since Kinder belongs to a foreign country, it is may be possible that Peru's public might not accept entry of it. This has also impacts negatively upon sales of the company. Technological :In technological terms, Kinder is using different range of tools that are linked with technology and this has helped them in building their products with high quality. Company would have to take their technology to Peru as it is not that strong enough, Legal :Laws, rules and regulations of Peru differs from Italy which could impact upon supply chain management of Kinder. Environmental :Environment conditions of Peru are different from Italy. It is may be possible that Kinder would require to make modifications within Milkshakes as per needs and requirements of customers at Peru. Comparative analysis The brand extension of Kinder if compared with Nestle, as it is also performing business within in Peru, it can easily be said that both of the companies considered demographic as their segmenting approach. Age factor has helped organisations (Kinder and Nestle) in becoming a known brand within Peru. 5
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REFERENCES Books and Journals Rowley, J., 2016.Information marketing. Routledge. Baker, M. J., 2016. What is marketing?. InThe Marketing Book(pp. 25-42). Routledge. Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. InAdvances in luxury brand management(pp. 43-57). Palgrave Macmillan, Cham. Villeneuve, J. P. and Pasquier, M., 2017.Marketing management and communications in the public sector. Routledge. 7