Nestle Milky Bar Product Line Extentsion Marketing Essay

Nestle Milky Bar Product Line Extentsion market EssayMilkybar white drinking chocolate is an established childrens brand with a rich heritage. Over the past 2 years the volumes on this fruit have been declining imputable to negative associations of confectionery brands with childhood obesity. Moreover legislation prevents promoting this product to the describe target market. A need for innovation turnaround within the brand portfolio is jussive mood to batten survival sustainability on the brand over long term.Consumers preferences during economic downturns are generally do not promote trial of new products as a result of limited discretionary income. The underlying concept is that consumers would rather spend their hard earned cash on products that they are certain of, than products that could potentially be a disappointment. This trend is also amongst low income earners consumers (ACORN Category 5, Group NOPQU) (Appendix 1)Manufacturers are also reluctant to make farther virtually bigger investments into a new brand prefer to extend established brand names in different product offerings. A product that utilises an real brand name requires lesser investment than if a entirely new brand name launched. The guess is also lessened through product extension. So while an organisation requires to remain exciting relevant to consumers to ensure its survival the preference is to do this through renovation on existing lines as strange to complete innovation.Current Market Chocolate ConfectioneryNestles standpoint on food nutrition is simple you are what you eat. There is more awareness promptly is that good food means good health and good life and people are starting to make more food choices based on health. With over 140 years of food and nutrition research, Nestl is committed to offering healthier lifestyle choices including Good Food youll enjoy for a Good life sentenceDue to the nutritional challenges that consumers are faced, what they eat how much they eat and the way they live their lives, eating a healthier dieting may be daunting. thus far sometimes a few small changes force out make a big difference to your overall health. Nestle commitment is to ensure that consumers dont have to compromise on taste and enjoyment in order to be healthy. Nestle promotes the concept of healthier eating to eat a healthy balanced diet and the right amount for the level of activity that you do each day in order to avoid unwanted weight gain. By following these guidelines consumers can ensure healthier, good food choices you are more likely toFeel and look greatMeet insouciant nutritional needs for nutrients, including essential vitamins, minerals and antioxidants can a boost to your immunity helping to fight off coughs, colds and other everyday bugsBe better able to control your weightLower your risk of developing serious illnesses such as heart disease, diabetes or cancers still healthy eating is an aspect of the lifestyle, keeping a ctive as part of your daily life, is also an important part of keeping well and taking care of yourself.Nestle helps to provide good food choices byProviding consumers with useful information on the nutrition content of products both on the website and on the food and drinks packagingProviding consumers with information about healthy eating and tips on how to make healthier choicesHowever while key to Nestles objectives of healthier eating the fundamental vision of good food good life in a nutritionally responsible mien the taste profile of products should not be lost.ConsumersMilkybars key consumer has been children aged 5-13. This young consumer segement usually is not the shopper generally the shopper is either parents, family members or caregivers . This in itself provides a key challenge to the marketer, while the product must appeal to the target segment it must also do the same for the shopper. Therefore there are remote motives desire of the product from both the shoppe r the consumer. While the child may simply want a yummy treat, the shopper is concerned about topical issues of high dinero intake, bad nutrition obesity. It becomes very difficult thusly to appeal to both these very key stakeholders without risking alienating one or the other.The key challenge then is satisfying both these key stakeholders in the purchase decision making process. The actual consumer the child requires a treat with little consequence or model to nutrition the caregiver requires a product that will offer some nutritional value. A product that could satisfy both these needs will ensure the survival of the brand.To further complicate matters recent development restrictions into ad childrens brands increases the challenge of marketing a child-focused chocolate brand. Ofcoms restrictions on TV advertising of HFSS (High Fat, Salt, Sugar) prevents Nestle from utilising TV as a medium for Milkybar adverts during key childrens programming slots. Moreover the healthie r eating debate has prompted key stakeholders of childrens health like parents, key givers schools to reduce chocolate offer alternatives such as cereal bars, fresh and dried fruit, nuts and seeds thus also limiting the availabilty distribution of Milkybar. The below is a ruling from OFCOM which is the advertising governing body for the UK.LegislationThe Government would like to restrict the promotion of food and drink high in fat, salt or sugar (HFSS foods) to children in all its forms , including on broadcast and non-broadcast media) and to encourage the promotion of healthier alternatives. This is against a background of social and governmental concern about rising childhood obesity and ill-health due to dietary imbalance, specifically the over-consumption of HFSS foods and the under-consumption of fresh foods, fruit and vegetables. Both the Department of Health (DH) and the Food Standards Agency (FSA) have identified television advertising as an area where action should be co nsidered to restrict the advertising of HFSS products to children.The brand has previously used the platform of advertising through the concept of a humorous, Wild West-inspired heroes and villains theme. Its most recent TV advert, a sedate looking Milkybar Kid on horseback wandering through a wood, with no dialogue just wolf noises, which highlights the whole natural concept.The concept therefore of extending this product into associated categories is imperative. With this in mind exploration into a Milkybar ice cream lollies was initiated. This will extend this product to a different consumption occasion add volumes revenue to the base brand. The product will be positioned as calcium enriched to add value for its consumers. Calcium is a likely association for the already milk rich chocolate bar. The concept behind the added value is the shopper gatekeeper for kids will seek healthier snacking options. And a product that will assist in a key concern for gatekeepers nutrition wi ll provide a creative solution.Milkybar ice cream lollies will be positioned as a snacking/dessert option for children. The creaminess of Milkybar chocolate will appeal to children on the taste platform. The calcium enriched position will add supernumerary value of providing nutritional benefits while being a snack. This will increase its appeal as a healthier snacking option for parents gatekeepers. The portions nutritional guidelines will be in line with Nestles principles of responsible healthier eating. With this in mind the concept for project Cold Cow (Milkybar ice cream lollies) was formulated.