Nestle Chocolate: conquering the adult block market!

In January 2018, the adult chocolate block segment is stable in spite of the frequent launches of new product variants by multinationals such as Lindt or Mondelez (Côte d'Or), supported by colossal advertising and sales promotion budgets.
Nestlé is a historic actor on this market, but the company plays a challenger role there with its two brands: Nestlé Grand Chocolat and Recettes de l'Atelier.
The Marketing Director asks to run a comprehensive analysis of the adult chocolate block market, so that you can devise recommendations enabling Nestlé to strengthen its market position.

Raise students'awareness about the marketing planning process by asking them to
- Run an external and internal diagnosis (opportunities/ threats and strengths/ weaknesses).
- Writing a realistic diagnosis focusing on important questions and disregarding minor issues.
- Devising a marketing strategy (objectives, segmentation, targeting, positioning) which should not be confused with action means.
- Managing a line comprising 2 distinct brands operating on a single market.
- Managing the allocated budget to maximise the chances to reach the objectives.
- Make sure all the elements on the marketing plan are consistent with one another.

Marketing planning - Product launch - Line strategy - FMCG marketing - Food - Panel data analysis

Students in Master
MBA

Food

- PPT: debriefing (33 slides)

Année de la problématique : 2018

Livraison : Livraison par lien de téléchargement

Nombre de pages : 26 avec 21 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 15 - Industries alimentaires