DSMMCM1617 Submission 1

SECTION A: SPECULATIVE DIGITAL/SOCIAL PITCH BLOG POST (10%)

Company Background

 

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Nestle is the world’s leading nutrition, health and wellness company. Nestle operates in 189 countries and has over 2000 brands worldwide.

See reference

 

Products Advantages and Disadvantages Identification

 

Products

Products Advantages

Products Disadvantages

  • Maggi
  • Milo
  • Nestle Toll House
  • Nestle Gerber
  • Nestle Kit-Kat

Chosen brand

Nestle “Kit-Kat”

See reference

  • Consumers will buy the product because it will be on offer
  •  Increase brand awareness as it is a developing, existing brand

See reference

  •  Existing brands such as Milo, Nestle Gerber , they are labelled as existing brands which indicates that these brands will require a lot of time in order for the customer to buy these products
  •  One negative is that existing customers will not buy this product, as they know it is an existing brand and they know what flavour it contains.

 See reference

Justification/ issues:

Reason for choosing Nestle Kit-Kat is because is valuable, increase loyalty, leading to repeat purchases.

See reference

Risks:

Kit-Kat may loose its image in the market if the established brand isn’t targeted at the right audience.

See reference

 

Digital and Social Media Communications Objectives

  1. We have chosen Nestle Kitkat chocolate bar, because there is a opportunity to increase the net profit by £ 4 mln by September 2017. This is because Kitkat brand have generated £ 38 mln net profit in 2015/2016 .

Advantages:

  • Increase sales
  • Improve brand awareness for Kitkat in UK

Disadvantages:

  • The objective for gaining £4 mln net profit may not be achieved by September 2017

Justification/issues:

  • We may not reach our target audience with the social media that we have chosen.
  • Lack of time to meet objective

See reference

2. To increase number of followers on Facebook from 8 mln to 10 mln by June 2017 by stating its key benefits for our target audience.

Advantages:

  • Increase brand awareness and loyalty
  • Provide rich customer experience

See reference

Disadvantages:

  • The effort to increase followers may not be enough
  • Online consumers may not have an interest on the existing product

See reference

Justification/issues:

  • Lack of time to meet objectives
  • Lack of visualization on the existing product may not attract consumers attention

See reference

 

3. To be the top ranked company from 52 to be in the top 15 within 10 months of operations with the keyword ‘kit kat’. 

See reference

Advantages:

  • Increase brand awareness
  • Increase sales

See reference

Disadvantages:

  • Positioning in the market will be difficult because consumers may use a different engine to search

See reference

Justification/issues:

  •  May not be recognised globally
  • May not achieve our rank in top 15

See reference

 

Paula Żabińska 16057789
Orangzaib Akhtar 13141820
Andrew Lancaster

16057799

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