U.S. CHOCOLATE CONFECTIONARY: DYNAMIC MARKETING PLANNING Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

U.S. CHOCOLATE CONFECTIONARY: DYNAMIC MARKETING PLANNING CasE Solution

Challenge

This case is one of the dynamic management cases which present us with a challenge which has been assigned to the management of US Nestle Crunch Brand. The challenge for the audience in this case is to develop an optimal marketing mix in order to maximize the profitability of the brand and achieve this target within its budget. The case excel file provides us with the data which has been collected from the government sources and the published industry data. Important decisions need to be made regarding the market segmentation, target audience, promotional plan, marketing mix, media planning, brand positioning, profit and loss statement and the marketing plan flow chart.

Marketing Plan for 2010

The marketing plan objectives for 2010 have been presented to Cathy Crosby, the promoted brand manager of the Nestle Crunch by her boss Bob Wheeler, VP of Confectionary. The marketing objectives as presented by Bob were to achieve a contribution target of +20% dollar increases or more in the brand profitability of the company to achieve a contribution level of about $ 12904K or more. This had to be achieved within a budget constraint of $ 55932 K. This aggressive marketing growth could be achieved by reformulating a new marketing mix for the Crunch brand of the company for the year 2010.

Target Audience

The target audiences for the year 2009 were men however, the target audience for the year 2010 had been chosen to be women. The reason for this is that the women consume 6% more chocolate confectionary, per capita, as compared to the men Moreover, the percentage of the population of the women is 51% of the total and the % of the value created by women is 54% of the total which is higher than that of men. This would enhance the sales of the Crunch brand. In order to achieve this desired impact the re-positioning of the current brand strategy is necessary to attract the women.

Positioning Statement

The current positioning statement which targeted men to associate the brand to professional athletes needs to be changed to make the brand more attractive for the new target audience. The new positioning statement would be as follows:

“ For women, who are practical value seekers and confection lovers by having a more creamy chocolate product, Nestle Crunch is the chocolate confectionary brand that offers the customers a crunchy chocolate bar which stimulates the senses because of the distinct crunchy mouth feel, texture, creamy inner layer and taste. ”.............

This is just a sample partial case solution. Please place the order on the website to order your own originally done case solution.