Marketing 100 Essay

3690 words - 15 pages

| [pic] |
|10850 Marketing 100 Summer 2012-2013 |
|SA/TM ID Report Cover Sheet |

Name: WENDY HONG WEN LIN
Student Number: 16709791
Tutor’s Name: Jeffrey Quak

Tutorial Day: Thursday

Tutorial Time: 9.00am-12.00pm

Student Comments to Lecturer/Tutor (if any)

...view middle of the document...

0 Target Market Characteristics/Images/Rationale Table 8

4.0 Reference List 16

MARK ALLOCATION: Situation Analysis/Target Market Identification Report Feedback Form 18

Situation Analysis/Target Market Identification Report for Nestlé Koko Krunch(KK)

Situation Analysis/Current Marketing Mix

1 Current Product

|KK satisfies the consumers’ physiological needs in order to survive for personal consumption (Waddell, Jones, and George 2011, 210). KK consists of B Vitamins, Vitamin |
|C, Iron, Folic Acid, Fibers and is made with whole grain that can lower down the risk of diabetes, cancer and disease. Koala, the mascot of KK is easily identifiable to|
|customers for quick purchases in convenience stores. The ingredients are accurately labeled to enable consumers on informal decision making on KK and all additives of |
|KK are of plant origin. International organizations and federal authorities regulate all the food additives strictly to ensure that KK is safe for consumption. KK is |
|branded as ‘Whole Grain’, thus it is vegetarian-friendly and the ‘Halal’ by the Islamic Dawah Council of the Phils is another attribute to show that KK is safe for the |
|consumption of Muslims. The country of origin and expiry date is shown to provide more legally required labeling information of the product to the customers (Elliot, |
|Rundle-Thiele, and Waller 2012, 219). KK Company is strictly responsible for providing the country in which the product was manufactured on the product packaging |
|accurately (Watson 2009). KK should not be eaten after the expiry date as the nutrient content may not be the same as declared on the label (Canadian Food Inspection |
|Agency 2012). “RESCUE MISSION” game provides more satisfaction to the customers while consuming KK. Extra services such as contact numbers and email addresses are given|
|to customers for easy communication between customers and KK Company for consultation if there are any problems encountered by customers. Different languages are |
|labeled on the packaging for convenient to customers from different countries to buy the product. Cashiers at the retail stores also provide plastic bag to the |
|customers for convenience and safety purpose so to avoid the product from being damaged. The many makes and models of KK, such as the school-pack KK as children can |
|bring small packets of KK to school for consumption, thus parents will also purchase school-pack KK for the children. KK is a consumer product that purchased to satisfy|
|a customer’s personal wants so consumers consume KK regularly and are available at most retailers, thus involve only little engagement of time for making purchasing |
|decisions (Elliot, Rundle-Thiele, and Waller 2012, 219). KK is classified as staple product which usually not much promotion for KK due to inexpensive price (Elliot, |
|Rundle-Thiele, and Waller 2012, 219). Customers will not accept...

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historians
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and
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