Nestle Chocolates – Marketing Handbook
Introduction
This report is focused on the marketing problem that Nestle in facing to promote its baking chocolate products (cooking chocolate, melts, choc bits, baking cocoa) on the social sit “Facebook”. It has been observed that the image which company has put on its Facebook fan page is acting as one of the major bottleneck to attract main grocery buyers under the age of twelve years.
After analysing the key problem, an nalysis of consumer behaviour has been done and recommendations has been on how company can come out with the solutions for the problems which they are facing.
The Key Problem
The main problem rather issue which Nestle is facing to promote its chocolate on social media site “Facebook” has exaggerated since the time the company has posted an image of a bear which is quite similar to the icon which has been used to avoid paedophiles.
To promote Kit Kat bars on Facebook page, the company started using a nut-brown coloured bear which looks quite similar to the bear that is being used to create awareness for paedophiles and is popularly known as “Pedobear”. This picture has is being considered inappropriate overtones towards minors. An Instagram photo of the brown bear at a drum set and with two Kit Kat chocolate bars in its paws in the place of drumsticks and with a message “”Drum roll please … Kit Kat is on Instagram” was posted of facebook.
The key problem here is not of putting an image on a social media site but of inappropriate understanding of symbolism which has been used for branding. Lens of corporate standards cannot be used to look at the social media. It is very essential for marketing team to understand that while doing promotion through social media sites, company is entering in consumer’s domain and have to think accordingly to avoid any kind of polemic situation.
Consumer Behaviour
The consumer segment comprising of kids under the age of 12 years or popularly called “Sub-teens” are no longer attracted to colorful toys only. This segment is also technically empowered just like their predecessors. Multifunctional gaming consoles and Internet connections are available to them from the time of birth itself thus they are one of the most powerful, progressive and rigid segment of the consumers to deal with.
There has been a paradigm shift in the buying behaviour of the children in Australia. Major reasons being better education, greater acceptance in society, improved incomes and spending habits, etc. children have now started contributing in the decisions which were solely done by a man. Their awareness, their presence in the market has been increasing. They don’t just stick to the home and the regular chores. They have started working, started earning, they have earned a position in the society. Thus, all these factors have had enormous effects on the buying behaviour and the preferences of children in Australia. Now they have become a lot independent, their spending capacities have gone up, they are aware about the market and the brands, they are changing and experimenting new offerings, in short they have come out of the shell and are experiencing the world.
In comparison to men the children take a very broader scan of a store and to them the things like environment of a store, behaviour of the staff, and other small things also matter a lot. If they are displeased by these they tend to get irritated very easily.
As for the brand Nestle the general perception still in the minds of children is either its dairy product brand. Major percentages were not even aware that Nestle has a chocolates collection as well. It is the market leader in its dairy product but its lacks the competitive edge in term of confectionaries.
The campaign
The campaign proposed in this report is based on a very simple principle; i.e. principal of making things more “Personalized”. The company is advised to create a simple application on Facebook where kids can compare the people they like with the chocolates. In addition, they can also send their favorite chocolate flavors to their friends through this application. They will have all the brands of Nestle to choose from. Moreover the wrapper can also be customized as per the characteristics of a person and same can be posted on their wall. Through this campaign kids will get involved with the brand Nestle and since they will be playing with the brand on Facebook this will enhance their loyalty for the brand.
The enormous growth of digital devices as well as digital media has led to self-expression, participation and creative collaboration among endless users. Through digital environment people can now discover their personal as well as communal recognition. They can now also participate in communities with common interests. Various activities that are taking place on ‘blogs’ or in short ‘Blogging’ is an interesting example of rhetorical situation through digital media. Different people around the world, irrespective of their country, community, class, color and caste can share their ideas, express their feelings and write their comments on whichever topic they want to. One of the most important and prominent characteristics of digital media is the ‘reach’, thus multiple users can avail blogging and the result of this reach is creation of endless communities throughout the world. Moreover blogging is quite interactive in nature; apart from global reach it also brings people closer to each other providing them a platform to discuss various topics and provide their feedback instantly. People can share their views about economic conditions, political situations, trends and fashion as well as their personal issues by creating blogs on various websites. Rhetorical situation are very common on social networking websites like Facebook, twitter, my space and many others and takes place almost on daily basis. On these sites, users of common network exchange their opinions, ideas, emotions, beliefs, photographs, videos etc. This gear up collaboration of creativity and expression of one’s self. Privacy and confidentiality are major drawbacks of these sites. Moreover users of these sites are anonym and thus they are free to express whatever they like to.
According to Lloyd Bitzer, a rhetorical situation gives birth to rhetorical discourse. Any rhetorical situation comprises of three components, they are as follows:
Exigence: Bitzer defines exigence as a rhetorical situation as accumulation of individuals, programs, substances and associations which represent an actual or potential exigence.
Constraints: According to Bitzer “every rhetorical situation assimilate a set of coercion which comprises of individuals, programs persons, events, substances and associations . . . notions, temper, messages, phenomenon, succession, expressions, virtues and motives which he called constraints.
Audience: Bitzer theorizes that all rhetorical situations comprehend an audience that comprise only of those individuals who are qualified of being influenced by discourse and of being mediators of change.
All the three elements of Lloyd F. Bitzer’s rhetorical situation i.e. exigence, constraints, and Audience can be used to frame social networking sites in rhetorical manner. The manner in which user of social networking sites exchange and transit their styles of life and opinions are bringing notable changes culturally all over the world and are changing the society substantially. In any situation, exigence is radically important. Social networking sites like Facebook are overloaded with supremacy. It takes few minutes or sometimes even few seconds to get the feedback or response on the views, matter or ideas which one post on these social networking site or on their blogs or on some similar kind of websites. People update their profiles and blogs in every hour or may be after every few minutes and look forward for reactions of others on the same; this can be considered a major example of exigency in the new media. Second, as far as audiences are concerned, a selected group is not the only audience on social networking sites. A Facebook posting can reach almost to 1000 of one’s close friends in a fraction of second. This result in blurredness of the endless postings every second. The lines are blurred here because although something may be directed at a certain group or network there is minimal ways of disclosing it to only a small group and not have it expand virally. As far as third constituent, i.e. constraint is concerned, social networking sites like Facebook faces major challenges of privacy and limitations with respect to characters.
Being situational is the key characteristic of Rhetoric. Our expectation with respect to our act on social networking sites results in response to any situation that we face on new media. Timeline in which we should respond, what we are writing in our posts and blogs that can be read by thousands of people and limitations with respect to privacy are some factors which leads us to react on new media.
Facebook attempts to perform all those functions which fit into a rhetorical situation. It satisfies exigencies of a society by recognising the obligations of the genre and site itself. Users have the potency to act out social action and bring changes in the culture. User of a Facebook whether the one who is updating the status act as an author and the one who is reacting on the post act as audience.
The main objective was to study the consumer behaviour and buying preferences of the children in Australia and how has it changed. After the completion of the research what can be concluded is there are various factors which influence the buying behaviour of the children but what is of prime importance to most of them is the product itself. They want the packaging to be appealing to them, it should be tasty. Price which was supposed to be of prime importance initially has lost its importance. The importance of brand has also gone down on children’s list.
The children confectionary market is growing at an outstanding pace and the potential is endless. The company/brand which can change itself according to the rapidly changing tastes can offer the customers what they desire for can sustain in the market.
Initially it was believed that children don’t know what they are looking for and you as a brand need to tell them what are they exactly looking for. But the scenario has completely changed and now they exactly know what they want and also where they can get it.
So better be prepared..!
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