Topics: Kit Kat, Chocolate, Marketing Pages: 19 (4958 words) Published: January 29, 2013
REPORT-Market strategies

To: Nestle and Cadbury

From: Abul Rahat

Re: Market strategies

Diversification--- diversification is when businesses create new versions of the same product for example nestle may create a kit kat ice cream and this is an example on how they will use diversification

Product development—product development is when a business bring in a new product into the market an example of this would be if nestle bought in a new product into the market like a new drink(milkshake)

Market penetration—marketing penetration happens when a business penetrates a market which currently products already exist.

Market development---market development is when it expands the potential market through new users or new uses. New users can be found in new geographic segments, new demographic segments, new institutional segments or new psychographic segments. Another way is to expand sales through new uses for the product.

Branding-- Branding mostly is a symbol that identifies a company or a person from the rest of its competitors. It gives customers an idea upfront on what services or products a company or person has to offer by just looking at their symbol/logo or names. Basically, associating the name and logo/symbol of a company to its underlying products or services.

Brand building---Brand building is when brands are built up using advertising techniques to help raise the popularity of the brand for example by putting on leaflets newspapers tv.

Positioning--- positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

Brand extension-- A common method of launching a new product by using an existing brand name on a new product in a different category. A company using brand extension hopes to leverage its existing customer base and brand loyalty to increase its profits with a new product offering. Transactional marketing-- Transactional marketing is a business strategy that focuses on single, "point of sale" transactions. The emphasis is on maximizing the efficiency and volume of individual sales rather than developing a relationship with the buyer. Relationship marketing--- Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions


Nestle is the largest food and nutrition company in the world, it was created by Henry nestle it was founded in 1866, nestle have a variety of products they sell from confectionary to milkshakes and infant foods. The company grew significantly during the First World War and again following the Second World War, eventually expanding its offerings beyond its early condensed milk and infant formula products. Today, the company operates in 86 countries around the world, and employs over 280,000 people.

Nestle have over 6000 brands they sell nutrition so they sell a lot of things from cereals to Buxton’s bottled water.

Examples of nestle products

Nescafe is a product of nestle which is very popular in the coffee department. [pic]

Shredded wheat is a cereal which many people buy.



Cadbury is a confectionary company owned by Kraft’s food and is the industry's second-largest globally after Mars, Incorporated.  It is headquartered in Uxbridge, London, United Kingdom; the company operates in more than 50 countries worldwide. Cadbury was founded in 1824 by a man called john Cadbury. In 7th September the company was bought by Kraft’s food.

Cadbury is still producing confectionary products and they sell a wide range of products from chocolate bars to hot drinks. Cadbury has a wide range of products some are listed below.

Examples of Cadbury products

Twirl is a chocolate bar produced by Cadbury


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