The Marketing Implications with the Buyer Decision Process of Nestl Cookie Crisp Essay

The marketing effects of the client decision procedure for Nestlé Cookie Crisp.

Business Summary

The marketing effects of Nestlé Cookie Clean were evaluated in relation to the stages with the buyer decision process. This report viewed the facets of each stage in the process, and considered the effects of each issue on the advertising of Cookie Crisp. Because the process is guided in some stages by unexpected elements and the actions of other consumers it had been found that marketing study must be done as well as the findings used to influence every single stage in the process. Also a regular way of measuring customer satisfaction should be done to constructively determine the achievements of Cookie Crisp and other products from Nestlé.

Terms of Reference

This document reviews the advertising implications of need recognition, information search, evaluation of the alternatives, buy and the post-purchase evaluation periods of Nestlé Cookie Sharp.

Introduction

In producing and marketing a brand new product, most companies research the buying decisions of the consumer to find; what consumers acquire, where that they buy it, how and in what quantity they acquire, when and why that they buy. The model in Figure 1, as seen in Kotler et al (2005), shows the stages the consumers go through to reach a buying decision (see Appendix 1). The five phases are will need recognition, details search, evaluation of the alternatives, purchase decision and postpurchase behavior. In marketing Cookie Crisp, a breakfast food, it is important to influence every stage from the buying procedure to ensure a favourable response to the product. Another section can look at the marketing implications with the five periods.

Need reputation

The obtaining process depends on need recognition. According to Kotler et al (2005), this is where the customer recognises problems or need. This require is triggered by simply internal stimuli such as biological desires and external stimuli which might be a desired state as opposed to the real state of the consumer. Therefore , the marketer needs to determine the elements that induce the consumer's need recognition. Cookie Crispy is intended pertaining to consumers who also enjoy chocolate chip cookies. One of the taglines with this is " You can't include cookies breakfast every day, but you can have got Cookie Sharp. ” The will of cookies for breakfast is intended to target younger consumers and create the necessity of hunger. The image of cookies on the packaging highlights the bite-sized peanut butter cookie cereal and makes the need of not simply hunger but also the need for a food that gives the satisfaction of consuming peanut butter cookies. The factors that trigger the consumer's requirement of food means that the internet marketer presents Cookie Crisp in a manner that not only prompts the need but also makes information accessible to influence the buyer's decision.

Information search

Now that the necessity has been determined, the consumer might search for additional information. If the consumer does not seek out more information, a satisfying product must be close to at hand for him to buy. This component implies that Biscuit Crisp must either build itself as ‘the' peanut butter cookie motivated cereal to offer it a plus over rivals or the client must be given the information by various resources that will convince the customer to purchase product. Most of the information that a consumer will get comes from business sources that happen to be controlled by the marketing expert (Kotler ou al, 2005). Therefore , the onus is definitely on the marketer to use the strategies that would impact the consumer. This will include undertaking research to find out what could attract the customer and put those findings into advertising, the labels and displays. Cookie Sharp in utilizing a mascot, a wolf whom, in cartoon advertisements, makes attempts of stealing the food from a grouping of children and in addition emphasises the cereal is like a biscuit. The use of movement and an exciting wolf who also schemes to have the...

References: 1 . Jobber, G. & Fahy, J. (2009) Foundations of Marketing. 3rd impotence. Berkshire: McGraw-Hill Education.

2 . Kotler, S., Wong, V., Saunders T. & Armstrong, G. (2005) Principles of promoting. Fourth Euro Edition. Kent: Pearson Education Ltd.



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