NMIMS JULY 2019 CUSTOMIZED ASSIGNMENTS - Nestle is planning to come up with a range of coffee-based products such as face wash, face exfoliating scrub, face mask, face cream, body mist, lip balm etc.


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Brand Management

1. Even for the most dedicated of ice cream lovers this multicultural marketing blunder may prove a little hard to swallow. Meerut-based MVF Products launched ice-cream cones by the name of “Hitler”. The brand’s cartons carried a picture of a stern-looking Adolf Hitler dressed in a brown blazer. In response to its marketing, critics tweeted extensively with crude remarks such as “Height of tastelessness; Indian ice-cream named after Hitler. Would the Germans name a sausage after Godse?" The brand marketers however justified their stance by stating that the brand name was inspired by an uncle in the family known for his short-temper; and nick-named Hitler. Needless to say, the brand’s name and identity suffered from severe criticism for being inappropriate and insensitive. Not just the brand name, but even while choosing other elements of the Brand, the marketer must keep in mind certain criteria to avoid such multi-cultural blunders. Discuss the six-point criteria for choosing the Brand elements. (10 Marks)

2. Nestle is planning to come up with a range of coffee-based products such as face wash, face exfoliating scrub, face mask, face cream, body mist, lip balm etc. under its Nestle brand. What is the branding strategy that Nestle should adopt for this new product range? Suggest how the company can create brand associations for its new product range leveraging secondary associations from its existing brand. (10 Marks)
3. Chocberry has undergone a major transformation over time. It has evolved from being a confectionery business into an international business with significant interests in confectionery and entertainment for kids worldwide. Growth through acquisition had enabled the group to build up a large portfolio of well-known brands. However, slowly it started becoming clear that not all of its products were contributing equally well to its overall profitability. This case study looks at how Chocberry adopted a business philosophy of selling chocolate products to children either directly or through their parents.

Revitalising brands
Chocberry's famous brands include: Chocberry's Milky Way, Nutty Buddy and SilkyChoc. Good brands are valuable assets, but still need support especially when
children are the main consumers and parents the main buyers. There is also a time lag challenge. Children, who stop being consumers of their parents' chocolate purchases when aged 12 or 13, have to be encouraged back to the product as buyers of it when they themselves become parents, perhaps 15 years later. Chocberry decided that its chocolate products aimed at children were most in need of a new approach. But how best to achieve it?

Advertising dilemmas
Since different chocolate-based products appeal to different age groups, Chocberry needs to offer a wide product range. Each product needs promotion, which implies an advertising budget for each product line, which is very expensive. One approach is to promote the firm as a whole, that is, raise awareness of Chocberry's, in the hope that this in itself will boost sales across Chocberry's product range. However, a catch-all approach can be rather hit or miss and may produce a poor return. Another way around this is to promote chocolate consumption in general. This approach would require co-operation between competitive producers and implies some loss of control for Chocberry's. In line with its adding-value approach, the challenge to Chocberry was to promote its child-orientated products in a cost-effective manner.
From within Chocberry came an interesting, attractive proposal based on some solid propositions:
• For children, consumption is linked to having fun. Any consumption that children regard as fun will also appeal to their parents, who do the spending.
• Other companies manage to associate consumption with children having fun. For example, Disney offers Disneyland, where, in the course of having a good time,
children meet loveable characters whom they link with the purchases that parents make on their behalf, such as cinema tickets, videos, cuddly toys.
• On somewhat similar lines, the company Chocberry, also has 'a place where chocolate is made'. This place is an asset that can be further developed into a Chocolate World. Chances are, that it shall prove to be a huge attraction to thousands of visitors each year.

Out of this line of thinking came a new Chocberry creation - Chocberry LAND – a chocolate world, chocolate factory of its kind. Chocberry already has separate chocolate lines aimed principally at children: Chocberry Shots, Stars, Perky. What was needed was a new 'umbrella' that gave them some togetherness whilst preserving their separate identities.
The concept of Chocberry LAND had to be suitable for promotion through the various media forms and flexible to survive the addition and subtraction of brands.
Chocberry LAND will capitalise on children's love of likeable characters placed in a world of their own. A character shall be attached to each brand. The character's persona will reflect the brand. For instance, Buttons will be 'a bit dizzy and will giggle a lot', Wildlife will be 'an eccentric old buffer' and Fudge will be 'a bit of a loony'. In Chocberry LAND, each character will contribute in an endearing way to the making of 'their' product. A child consumer and his chocolate-related adventures will offer the route by which the visitors shall enter and enjoy Chocberry LAND. Children will feel comfortable with all this, because they are already familiar with the brands. The experience of seeing their favourite chocolates being made – a tempting world of chocolates – will be a one of its kind.
The challenge before the marketers will be to build the brand equity for Chocberry LAND.

a. Who should be the key target consumer (s) for Chocberry LAND and what should be the positioning to reach out to them? (5 Marks)

b. What are the various communication tools which can help in building the brand equity of Chocberry LAND? (5 Marks)

For answersheets contact
[email protected]
+91 95030-94040

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Added On: 19 Jul, 2019

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