The Marketing Implications of the Buyer Decision Process of Nestlé Cookie Crisp

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The marketing implications of the buyer decision process of Nestlé Cookie Crisp.

Executive Summary
The marketing implications of Nestlé Cookie Crisp were examined in relation to the stages of the buyer decision process. This report looked at the aspects of each stage in the process, and considered the implications of each issue on the marketing of Cookie Crisp. Since the process is guided in some stages by unexpected factors and the behaviour of other consumers it was found that marketing research must be done and the findings used to influence each stage of the process. Also a regular measure of customer satisfaction must be done to constructively determine the success of Cookie Crisp and other products from Nestlé.

Terms of Reference
This document reports the marketing implications of need recognition, information search, evaluation of the alternatives, purchase and the post-purchase evaluation stages of Nestlé Cookie Crisp.

In producing and marketing a new product, most companies research the buying decisions of the consumer to find; what consumers buy, where they buy it, how and in what quantity they buy, when and why they buy. The model in Figure 1, as found in Kotler et al (2005), shows the stages that the consumers pass through to reach a buying decision (see Appendix 1). The five stages are need recognition, information search, evaluation of the alternatives, purchase decision and postpurchase behavior. In marketing Cookie Crisp, a breakfast cereal, it is important to influence each stage of the buying process to ensure a favourable response to the product. The next section will look at the marketing implications of the five stages.

Need recognition
The buying process starts with need recognition. According to Kotler et al (2005), this is where the consumer recognises a problem or need. This need is triggered by internal stimuli such as biological desires and external stimuli which would be a desired state as opposed to the actual state of the consumer. Therefore, the marketer needs to determine the factors that trigger the consumer’s need recognition. Cookie Crisp is intended for consumers who enjoy chocolate chip cookies. One of the taglines for this is “You can’t have cookies for breakfast, but you can have Cookie Crisp.” The desire of cookies for breakfast is intended to target younger consumers and create the need of hunger. The image of cookies on the packaging highlights the bite-sized chocolate chip cookie cereal and creates the need of not only hunger but also the need for a cereal that gives the satisfaction of consuming chocolate chip cookies. The factors that trigger the consumer’s need for food implies that the marketer presents Cookie Crisp in a way that not only prompts the need but also makes information available to influence the buyer’s decision.

Information search
Now that the need has been identified, the consumer may or may not search for more information. If the consumer does not search for more information, a satisfying product must be near at hand for him to buy. This factor implies that Cookie Crisp must either establish itself as ‘the’ chocolate chip cookie inspired cereal to give it an advantage over competitors or the consumer must be presented with the information from various sources that will persuade the customer to choose the product. Most of the information that a consumer receives comes from commercial sources which are controlled by the marketer (Kotler et al, 2005). Therefore, the onus is on the marketer to utilise the avenues that would influence the consumer. This would include doing research to find out what would attract the customer and put those findings into advertising, packaging and displays. Cookie Crisp in using a mascot, a wolf who, in animated advertisements, makes attempts to steal the cereal from a group of children and also emphasises that the cereal is like a cookie. The use of animation and a fun wolf who schemes to get the...
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