Nestle Milky Bar Product Line Extentsion Marketing Essay

Nestle Milky Bar Product Line Extentsion Marketing Essay Milkybar white chocolate is an established childrens brand with a rich heritage. Over the past 2 years the volumes on this product have been declining due to negative associations of confectionery brands with childhood obesity. Moreover legislation prevents promoting this product to the key target market. A need for innovation turnaround within the brand portfolio is imperative to ensure 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 N;O;P;Q;U) (Appendix 1) Manufacturers are also reluctant to make far bigger investments into a new brand prefer to extend established brand names in different product offerings. A product that utilises an existing brand name requires lesser investment than if a entirely new brand name launched. The risk 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 opposed to complete innovation. Current Market Chocolate Confectionery Nestles standpoint on food nutrition is simple you are what you eat. There is more awareness now 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, Nestlà © is committed to offering healthier lifestyle choices including Good Food youll enjoy for a Good Life! Due 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 diet may be daunting. However sometimes a few small changes can 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 to: Feel and look great Meet daily nutritional needs for nutrients, including essential vitamins, minerals and antioxidants Provide a boost to your immunity helping to fight off coughs, colds and other everyday bugs Be better able to control your weight Lower your risk of developing serious illnesses such as heart disease, diabetes or cancers However healthy eating is an aspect of the lifestyle, keeping active 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 by Providing consumers with useful information on the nutrition content of products both on the website and on the food and drinks packaging Providing consumers with information about healthy eating and tips on how to make healthier choices However while key to Nestles objectives of healthier eating the fundamental vision of good food good life in a nutritionally responsible manner the taste profile of products should not be lost. Consumers Milkybars 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 contradictory motives desire of the product from both the shopper the consumer. While the child may simply want a yummy treat, the shopper is concerned about topical issues of high sugar intake, bad nutrition obesity. It becomes very difficult then 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 thought 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 advertising 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 healthier 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. Legislation The 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 considered 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 animal 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 will 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 extra 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.

Effects of Plagiarism

Julia Fleming-Emery PRPE A108 P12 March 31st 2013 Cause and Effect Effects Of Plagiarism Plagiarism is the theft of credit for creating a document of information. It not only happens in schools but can also happen in the work area. Plagiarism is an act of academic dishonesty and most schools and university’s explain the consequences it can result it. Plagiarizing has many effects that are not only in schools. Plagiarizing can result in jail time, fines, and expulsion from a school or universities. Plagiarizing an essay or paper can result in jail time.Most cases with plagiarism are considered misdemeanors and can be punishable by fines. But, likewise you can serve up to a year in jail. Plagiarism is considered a felony under certain states and laws. There are many different forms of plagiarism If someone were to write a book using someone else’s material, ended up selling the material and making money depending on the amount of money earned the fine can be bigger and co uld result in more jail time. For example, if someone were to write a book that contained a different authors research, they could face a horrendous amount of fines and up to ten years in jail.Along with jail time you can end up paying a substantial amount of money in fines for Plagiarism. A misdemeanor you can end up paying upwards from $100 to $50,000. A felony can face up to $250,000 depending on the material. If the material makes more than $2,500 in profit then it can be considered a felony. Fines with plagiarizing all depend on the material that’s written depending on the amount of money that is made from selling what was wrote or published. Plagiarism is a serious offense no one wants to pay the fines that are brought upon it.I think the reason people plagiarize is because its easier and they are simply just to lazy to do the work themselves. I myself would not want the consequences that are brought upon plagiarism. Plagiarizing cannot only result in legal action but c an result in expulsion from schools and universities. Schools take plagiarism as a serious academic dishonesty. Along with expulsion from school students who are guilty of plagiarism face a failing grade in the course of which they committed the offense. College students can face losing their degree depending on the discovery of the offense.Expulsion from plagiarizing can ruin a student’s life and could have long-term effects on the student’s life. Students take the easy way out when they plagiarize and they get a good grade from it. In conclusion plagiarism can lead to jail time, fines and expulsion from schools or universities. Universities, schools and states take plagiarism seriously. Plagiarism has many effects that can follow you through your lifetime. Plagiarism is illegal and everyone should take the matter serious. If the work is hard instead of copying and pasting ask some around you for help.

Finding the Best Term Papers

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Personal Statement On Personal Identity - 1150 Words

Personal Identity Identity criteria is a main component of who a person really is, central elements of how someone sees who they are and essential properties are argued to determine a person’s identity. How philosophers view the soul is essential one’s personality. The dualists believe that wherever the soul goes, that’s where the mind goes. The dualists view is based off of the fact that there is more to our brain and ourselves than just the physical aspect, the soul strongly supports this claim. Materialism argues against the dualists because they only believe in the physical component of the world, in their eyes a soul does not exist. Lastly, in the psychological view, John Locke implemented memory into personal identity. Leibniz and Reid challenged Locke’s ideas and came up with a reasonable conclusion. Personal identity can be defined is through identity theft, but it is the central elements of how someone perceives themselves to determine who they really are. â€Å"O ne is that a single soul, one and the same, has been with this body I call mine since it was born. The other is that one soul was associated with it until five years ago and then another, psychologically similar, inheriting all the old memories and beliefs, took over. A third hypothesis is that every five years a new soul takes over. A fourth is that every five minutes a new soul takes over† Weirob views souls by being able to move from one body to the next without us knowing, the dualists strongly disagreeShow MoreRelatedPersonal Statement : Personal Identity1470 Words   |  6 Pagesis it in virtue a person can persist over time? In discussing these questions, we are approaching the subject of personal identity. Philosophically speaking, personal identity is concerned with the qualities that define and make up the persistence of our personhood (Olsen, â€Å"Personal Identity). In An Essay Concerning Human Understanding, John Locke offered his theory of personal identity. I n which, he believes that consciousness alone, not the soul or the body, constitutes self-identification. In theRead MorePersonal Statement : Personal Identity1501 Words   |  7 PagesPersonal identity is a valued sense of oneself as it sets us apart from any other one individual. Time transpires, yet we are capable of identifying who we are because of the personal identity we manage to sustain. Personal identity is a significant and strong factor that allows us to lead our everyday lives, separating us from everyone else in the present, past, and future. Individuals day in and day out are subject to rapid change internally and externally and coming across obstacles that canRead MorePersonal Statement : Personal Identity1267 Words   |  6 PagesPersonal Identity Many ancient philosophers were fascinated with the idea of the personal identity. This is often referred to as the â€Å"self†. The â€Å"self† is considered to be something that is not physical, therefore the search to discover the â€Å"self† is not concrete. With the â€Å"self† being something that has no physical element, many philosophers have different opinions on what the â€Å"self† is and how it functions. â€Å"Someone s personal identity in this sense consists of those features she takes to â€Å"defineRead MorePersonal Statement On Personal Identity1389 Words   |  6 PagesLocke talks about personal identity. In additionally, he also speaks of the survival of conscious after the demise of an individual. Locke also examines the criterion of personal identity though time. The norm specifies insofar. Locke maintains that personal identity is a matter of psychological continuity. Locker vividly considered personal self to be founded un der consciousness, instead of substance of the soul or the body. Introduction The matter of personal identity as well as its determentsRead MorePersonal Statement On Personal Identity2340 Words   |  10 Pageswill be writing on the topic of personal identity. Personal identity is the issue whether a person whose growing, changes and life experiences changes one self’s. It can possibly be that a person may still remain with the same personal identity over the time only if that person doesn’t lose their full memory. In that case are we the same person we used to be even if we lost our memory? In the other hand, are we going to be the same person in the future? Personal identity can be either classified or defineRead MorePersonal Statement : Identity And Identity1495 Words   |  6 PagesThe goal of this case study is to help me get a better understanding of identity in an adolescent, particularly the idea of identity roles (future career and education). I believe that for my case, the 15 year old will have a general idea of their identi ty. Identity according to Erik Erikson is having a sense of who and what you want to be as well as coming to terms with yourself, such as the way you look. To do this case study, I intend to do an interview because it’s better to have that one onRead MorePersonal Statement : Personal Identity Research831 Words   |  4 Pages Personal Identity Research Paper I classify my race, ethnicity, and culture as a white, Irish-Italian- American, woman. My mother was born in Belfast, Northern Ireland and my paternal grandparents are from Sicily, Italy. I imagine being first generation Irish and second generation Italian makes me relate more with my ethnicity. My maternal grandfather impacted my development of my ethnic and cultural identity. He instilled a pride and an understanding of my Irish roots. Specifically, heRead MorePersonal Statement : My Personal Identity3117 Words   |  13 PagesMy Personal Identity I am who I am because of my parents’ influence on my life. Their strengths and weaknesses as human beings have profoundly impacted my personality and my world view in a variety of ways. With all three of my parents exhibiting a passion for travel and adventure, I could hardly help but become a more curious and open-minded person. Throughout the past eighteen years I have had the privilege of moving with my step-dad to California, Maine, Hawaii, and Washington; following myRead MorePersonal Statement : My Personal Identity2096 Words   |  9 PagesLooking back on my life then, I can see how some of my personal identities play into my missional calling. I am a person that really likes helping and taking care of people. I hate seeing someone in pain or having a hard time. It really plays a role on my emotions, so I always feel the need to help people in need. But I also really like taking care of children. Children are so fun and free. These identities all played into my missional calling to help people and be there for someone who needs supportRead MorePersonal Statement : Personal Identity Research Paper Essay916 Words   |  4 Pages Personal Identity Research Paper I chose to interview my nephew, Jeremy for this paper. Jeremy and I are members of the same family; but, have different racial, ethnic, and cultural backgrounds. My family is a very large family and consists of; six brothers, sister in- laws, and fifteen nieces and nephews. My brother, Joe, married an African-American women (Sandra) and had two sons; but, they look nothing alike. Surprisingly, Jeremy’s appearance is African-American and Anthony looks Caucasian