Kinder Chocolate: Marketing Analysis and Strategy Report

This report provides a detailed analysis of Kinder Chocolate's marketing strategies and brand extension plans. It begins by outlining the brand's core values, including loyalty, respect, and a commitment to innovation. The report then explores Kinder's growth strategy using the Ansoff Matrix, focusing on market penetration, product development, and diversification. A key aspect of the report is the proposed target market for a new milkshake product, specifically targeting the 12-60 age group in Peru, utilizing the STP model for segmentation, targeting, and positioning. Furthermore, the report includes a PESTLE analysis to assess the political, economic, social, technological, legal, and environmental factors influencing Kinder's market entry. A comparative analysis is also conducted, contrasting Kinder's approach with that of Nestle in the Peruvian market. The report concludes with a list of references to support the analysis.

PRINCIPLES OF
MARKETING

Table of content
 Background of Kinder Chocolate
 Existing brand values of Kinder Chocolate
 Growth strategy of Kinder (Ansoff Matrix)
 Proposed Target Market for Brand Extension
 Pestle analysis
 Comparative analysis
 References

Introduction
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.

Existing brand values of Kinder
Chocolate
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

Continue
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.

Growth strategy of Kinder (Ansoff
Matrix)
Kinder has decided to extend its business,
and in regards to this, it is going to
offer customers with Milkshakes within
different range of flavours chocolate.
Kinder has used Ansoff Matrix:
 Market Penetration
 Product Development
 Market Development
 Diversification

Proposed Target Market for Brand
Extension
Kinder is looking forward to expand its business in South America in a specific country
i.e. Peru. STP model in order to expand its business within the country with a sure and
short plan.
Segmentation: Kinder has used demographic segment and divided individuals
considering the age groups from 3 to 12, 12 to 60 and more.
Target : 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 with decent prices as it is
offering customers with good quality products considering its actual value.

Pestle analysis
 Political
 Economical
 Social
 Technological
 Legal
 Environmental

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.

References
Rowley, J., 2016. Information marketing. Routledge.
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42).
Routledge.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is
everything!. In Advances 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.