Essay写作—能多益营销报告

Essay写作能多益营销报告Table of Contents1.0 IntroductionMain body2.0 Consumer behaviour theory2.1 How Nutella uses target market information to influence the decision-making process2.2 How a family decision making unit can encourages purchase2.3 How values and attitude encourage purchase3.0 Marketing mix3.1 Product3.1.2 price3.1.3 promotion3.1.4 Place4.0 conclusionReferenceAppendicesEvaluates a consumer favourite1.0 IntroductionThis report is an evaluation of Nutella,discussing its target market along with how Nutella uses their consumer behaviour theory and marketing mix analysis to persuade consumers to purchase Nutella for their household.Nutella was created by The Ferrero Group;their history shows their success as the group has been around for three generations.The invention of Nutella was an innovative solution to the shortage of cocoa and now its a well-known household brand which is enjoyed by all ages.Nutella has a mass following and love,as fans united to dedicate one day to their favourite spread February 5th,2007(World Nutella Day,2018),Report writing service on report.lxws.netMain body2.0 Consumer behaviour theoryThis section of the report will focus on consumer behaviour theory and how Nutella utilises the theory to retain their customers along with attracting new customers.Consumer buyer behaviour can be identified as the consumersfinal decision of buying goods and services for personal consumption(Kotler et al,2017)The Ferrero Group understanding of this theory will ensure the companys success of Nutella with their existing customers and potential ones.2.1 How Nutella uses target market information to influence the decision-making processNutella has a wide demographic;allowing them to market to several different age groups.Nutellas most popular age groups are under 24,35-44 and 45-55(Appendix 1).The Nutella target market is children and families,this can be seen by their campaign“wake up to Nutella”.This campaign has been around since 2007the advertisement calledtoaster dance(Appendix 2)aimed to attract parents by expressing balanced diets for their children when using Nutella for breakfast.On 5th February 2007,Nutella had a day dedicated to them all over the world(World Nutella Day),which was made possible through fans petitioning,this shows that Nutella has a huge target market to exploit as it also consists of people who love chocolate.World Nutella Day has been a massive success as it shows how Nutellas following Is expanding as the website encourages people to try Nutella through honest reviews.Nutella has done collaborations with famous YouTubers that aim to spread the word.This year Nutella team up with Alfie and Zoella to create a vlog which includes them using Nutella to create a feast of deserts.(Appendix 3).Nutella needs to understand their target market information and how it will affect the consumersbehaviour decision-making process as it would aid them in better marketing strategies.Appendix 4 shows how a decision-making process is analysed by a consumer,it states the five stages of influences need to be considered before a purchase is made and after.There can be some modifications to the stages as the consumers tend to skip stages regarding routine purchases.Consumers that purchase Nutella regularly would skip the stages,as they know the satisfaction the brand brings to them compared to another.This can be seen in the number of sales that Nutella make every year.Nutella shows their impressive sales through classics architecture that is well known by consumers(Appendix 5).2.2 How a family decision making unit can encourages purchaseFamily members can influence the consumer buying behaviour as each member task will differ depending on the items being purchased.When shopping as a family,the main shopper does not act as an individual,as they need to consider others in the family and incorporate their needs and taste(Brassington and Pettitt,2013).In the family the parents will ultimately be the purchaser and decider of the products;this is seen in figure 1 through thefamily decision making unitdiagram.It shows that the rest of the family will take the additional roles such as the user or influencer.Nutella needs to be aware of the power which the family decision-making unit can have on product purchase,as this is important to help increase sales.This means they need to market their products correctly to attract potential families as well as keeping the existing ones.Nutellas target strategies are to market the product to children which creates an initiator in the family this will then encourage purchase.Figure 1-family as a decision-making unitSource:Brassington and Pettitt2.3 How values and attitude encourage purchaseValue is described as a belief regarding a desirable destination and guides selection of behaviour(Solomon et al,2016).Nutellas values can