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Since the process is guided in some stages by unexpected factors and the behaviour of other consumers it was found that marketing research must be done and the findings used to influence each stage of the process.
Also a regular measure of customer satisfaction must be done to constructively determine the success of Cookie Crisp and other products from Nestle.
Terms of Reference This document reports the marketing implications of need recognition, information search, evaluation of the alternatives, purchase and the post-purchase evaluation stages of Nestle Cookie Crisp.
Introduction In producing and marketing a new product, most companies research the buying decisions of the consumer to find; what consumers buy, where they buy it, how and in what quantity they buy, when and why they buy.
The model in Figure 1, as found in Kotler et al , shows the stages that the consumers pass through to reach a buying decision see Appendix 1.
The five stages are need recognition, information search, evaluation of the alternatives, purchase decision and postpurchase behavior.
In marketing Cookie Crisp, a breakfast cereal, it is important to influence each stage of the buying process to ensure a favourable response to the product.
The next section will look at the marketing implications of the five stages. Need recognition The buying process starts with need recognition.
According to Kotler et al , this is where the consumer recognises a problem or need. This need is triggered by internal stimuli such as biological desires and external stimuli which would be a desired state as opposed to the actual state of the consumer.
Cookie Crisp is intended for consumers who enjoy chocolate chip cookies. The image of cookies on the packaging highlights the bite-sized chocolate chip cookie cereal and creates the need of not only hunger but also the need for a cereal that gives the satisfaction of consuming chocolate chip cookies.
Information search Now that the need has been identified, the consumer may or may not search for more information. If the consumer does not search for more information, a satisfying product must be near at hand for him to buy.
Most of the information that a consumer receives comes from commercial sources which are controlled by the marketer Kotler et al, Therefore, the onus is on the marketer to utilise the avenues that would influence the consumer.
This would include doing research to find out what would attract the customer and put those findings into advertising, packaging and displays.
Cookie Crisp in using a mascot, a wolf who, in animated advertisements, makes attempts to steal the cereal from a group of children and also emphasises that the cereal is like a cookie.
The use of animation and a fun wolf who schemes to get the cereal is targeted at attracting a younger market. While commercial sources may inform the consumer, personal sources of information such as reviews or awareness of a product from family, friends, neighbours and acquaintances evaluate products for the buyer.
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Near the end of the ads, the adults would change their minds once Chip gave them a taste of his Cookie Crisp.
Cookie Crisp. This article contains content that is written like an advertisement. Please help improve it by removing promotional content and inappropriate external links , and by adding encyclopedic content written from a neutral point of view.
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Bull Publishing Company. Retrieved January 18, CRC Press. Archived from the original onDownload as PDF Printable version. Hungry for more? Retrieved January 17, The Great Taste of Cookies for Breakfast! NESTLÉ COOKIE CRISP brings a bowlful of Cookie Happiness to your kids to start their day. With its unique delicious cookie taste that kids love, it’s a great way for them to get whole grain and essential vitamins and minerals they need!. A 30 g serving of Nestlé COOKIE CRISP® provides at least 16% of the NRV* of nine vitamins and minerals * Nutrient Reference Value (NRV). Anúncio aos cereais NESTLÉ COOKIE CRISP. The chocolaty chip cookie breakfast cereal that kids love. The name says it all – breakfast cereal that looks and tastes like chocolate chip cookies. It is fun to eat and provides your kids the essential nutrients they need for an active day. COOKIE CRISP contains 8 vitamins & minerals and is a good source of calcium & iron even before you add the milk!. Infos zu den neuesten Features im Online Shop. Neu hier? Vor Wärme schützen. Fleisch Fisch Geflügel Wurst.