II CONSTRUCTION THE CREATIVE BRIEF
1. Brand Vision MISSION
"Generate preference, satisfaction and consumer confidence, providing food at all times of his life, based on sustained, profitable growth for the benefit of shareholders, employees and related." VISION
"evolve as a respected and trustworthy food company to a respected and reliable company, nutrition, health and welfare" VALUES
Quality: Meeting the needs of our customers and consumers.
Continuous Improvement: Making things better today than yesterday and tomorrow better than today.
Mutual Trust and Respect: Promoting a proper treatment to our employees, customers and suppliers.
Communication: Ensure accurate reporting, timely and value-added.
Human Development: Comprehensive training to improve as individuals and as professionals
Environmental Conservation: trace caring environment
2. Tone and style
Cereals Chocapic as your target audience has a communicative tone is applicable in the presentation of the product (packaging, packaging, product) to advertising applications developed through the campaigns, which have supported media mass such as television, the press, radio and Internet course. Exposure of this process is characterized by its unity. Premise as the above requires us to develop proposals for responsible advertising.
tones messages should be joyful and fun inspired by the practice of using children's own adventures in that sense we understand that the cereal brand Chocapic reflecting the search for an advertising development, with special features, surrounded a special public, according to what was observed through the national media, recognizing the importance it gives to your pet, a dog with big eyes white with a yellow shirt and brown cool, but humor conveys a child, so proposals must comply with the guidelines established marketing, but looking for innovation through a creative idea sits on a basis of reality.
exposure of children by episodes full of fun and entertainment through animations are a key factor determining some of the observed overt advertising is intended to answer the question of the origin of this delicious cereal, by filing the benefits.
determinants as the faces of happy children, was the advertising logo advertising production of cereals, the company currently Nestlé has sought to express the importance of the cereal is made with whole grain, and for this reason, our tone and style of communication should not forget to highlight attributes that appear on packaged Chocapic.
visual policy since its inception has raised Chocapic, is fed to literary figures for many years has strengthened the industry of advertising messages hyperbolic but really interesting for their specific inclusion in the joy of the infants are one of many resources in which communication messages supported by Nestlé.
3. Target
In the market for chocolate cereals contain almost social strata 3, 4, 5 and 6, food can be consumed by the vast majority of people, so dealers have segmented the market so that products offer a wide enough range to encompass all sectors of society. Despite this
producers continue to focus its products to two groups in particular:
1) Children; is possibly the biggest consumers of Chocapic and also that they are always willing to consume. Not usually require a level of product quality, what matters here is essentially the image and product presentation.
Children between the ages of 7 to 14 years, wanting to have fun, looking in buying to obtain promotions, are led by toys, animations and bright pictures, children who are studying in schools and they need the product before leaving for school.
2) housewives, since-although this is slowly changing, "are those engaged in buying the house.
Ladies who care about feeding their children, although this is not the target audience of the campaigns through the mass media, is a factor to be taken into account when developing the marketing communication, in that sense to understand why the insistence to communicate the company Nestlé in the composition base their grain wheat.
The consumer group Chocapic fit both high-income families to one assumes they are consuming less quantitative but qualitative, such as high-income families to those that have been targeted in recent years, advertising campaigns varieties "elite" of products for some brands-that while consuming less of the product, are willing to spend more money on it.
This group is characterized by generally loyal to a brand, in this respect they do business so that consumers are not "bored" of the brand is taking variations of the product or change the layout of existing products but always respecting the image of the brand. Consumers are opting for a brand or another thanks to the good taste of the product and secondly the low price, then there are factors such as tradition or custom which may also play a role.
4. Consumer Profile
CONSUMER GROUP FEATURES.
consumers usually have a high average purchasing power, children are those that motivate the purchase, but those who actually pay for the product are mothers, has been the target of consumer and primary Target which has used advertising agencies. You could say that the consumer is Chocapic be exquisite, as in some cases are willing to take advantage of their age from infant to pressure their parents and eventually give you access to the acquisition of cereal.
When you go shopping with the elderly, children can become easily captivated by the presentation of products, promotions or anyone implement that cause attraction to his senses.
Assuming that consumption is given priority in households, 53% of consumers buy in supermarkets, hypermarkets 33.9%, 8.6% in traditional stores. Another
most outstanding characteristics of consumers is to be entertained easily with advertising, which is why use the animation, turns out to be one of the most effective techniques to approach the public.
PREFERENCES AND CONSUMER BUYING HABITS.
The place is basically buying the supermarket. According to the report "Food in Spain", MAP, this format had a market share of 48.15% in 2000 in Colombia, as can happen, but we can never discriminate against other establishments that put hand products such as shops or mini-markets.
must be taken into account the incorporation of information technology when making purchases, even today, few people dare or rely on these media, with over 50% of the population that makes the purchase, please contact the hotel, take advantage of that 50% which is responsible for buying their children directly, is to use everything that allows advertising messages effectively reach the consumer.
PURCHASE STATEMENT AND BRAKES.
There are several ways to consume chocolate we will highlight two
1) On a whim, is the unplanned consumption is done when we go to buy other products and our attention a cereal box and decided to buy more on a whim that we really like, that happens very often with children, our Target is very impulsive, something that gives us certain advantages to develop creative advertising proposals.
2) By tradition and custom, refers to a generally continuous consumption of families in which neck missing bowl of cereal in the morning, with milk, are usually very loyal to a particular make and difficult to change their habits. SEGMENTATION
The world of sales of products is constantly changing, so yesterday was fashionable or innovation, is now obsolete. It is therefore a priority to understand and anticipate customer needs to succeed in the marketplace before the big competition.
is really important to know your market, in this case the children identify their needs and attract through tactics fun before their eyes.
Nestlé in particular, serves various segments, including segment as Chocapic Grains, Milo or Trix, the first has been solved by segmenting your audience, through age, then we find that your Target are children, Middle strata, Middle-high that are characterized by fun, happy, and through what they see let them play to their imagination, children who go to school, they are informed of new cartoons, or movies for that gaming practice group, which performed numerous sports, and they also take advantage of the days of purchase to encourage the consumption of cereals, through demands on their parents in the dot on sale. In another segment are frozen under the Nestlé brand, Extreme, Maxibon, condensed milk or Sveltesse. It is the leading company in the chocolates segment, with a variety of products under different brands and finally, is also present within the segment of the dairy, and fresh milk.
could say that Nestlé makes a great demographic segmentation, since there is a specific product line to smaller (the line for my drink) and lots of products for adults and may be the chocolates.
5. What the consumer thinks and feels?
Children cereals think different things, including that they are very tasty especially when prepared with milk, chocolate or are of different flavors like fruit. Another thought is that the box only to see them or a commercial feel a sense of fun generated by the color in their boxes and above all the animated characters that represent the product.
They just want to eat cereals through motivation produced by the characters, but do not forget its taste and preparation also gives them satisfaction and confidence to ask their parents to buy the product. On the other hand think they are much more appealing when they incorporate promotions that offer games and toys alluding to the animated characters or other products.
children also think it's time to change some things cereals, for example: the traditional way that has boxes that is square in shape and begin to explore other ways a little more innovative, as well as not to be fooled with what they offer into the cereal box, the toys or accessories allusive. Regarding the product
Chocapic cereal, but not the best position in them, chocolate flavor is palatable to them, but often prefer foods that are not as chocolates.
As Chocapic the animated character (the dog) there was no information about a name that identifies in cereals, not the children recognize their own names, which will generate a bit of concern, because other cereals adopt names for their characters, like the tiger "Tony" or "Melvin," because they think it would be nice to baptize the dog.
Mothers also play an important role in the consumer role, since they are responsible for paying for products for their children, in this case the grain. They think that food is most important for growth and development for their children.
Some believe that cereals are products that contain many ingredients that are not are good for the health of their children as too much sugar and abuse in the content of the chocolate and saturated fats. Other mothers feel they provide good nutrients that not only feed their children well, but they do enjoy eating them without the help of parents.
Housewives largely prefer to be a bit more traditional about feeding their children, it is easier for them to resort to homemade food, they feel more confident and therefore think that cereals can be a bit shallow in nutrients.
They think that cereals should be improved in terms of nutrients for your confidence, which is why the product Chocapic in its strategy shows the symbol which identifies him as a grain, located in different parts of the box, to ensure that a product with high levels of nutrients and support the feeding of children, seeking the confidence of the mothers as they feel that the product to have a backup and makes them feel safer and more calm at the time of purchase.
6. What do you think and feel in the future?
Children should think that the product Chocapic always going to be accompanied at any time of day, reflecting what airs on TV commercials made by the company's product, in which the representative character of Chocapic accompanying small crossing all their adventures together, offering their help and overcoming all obstacles that appear in them. The idea is that they feel the communication that conveys the character in its advertising is done in their daily lives and at any time of day you think you have to feed this to Chocapic. Moreover
consumers must believe that the product is a cereal Chocapic that over time will change, offering new proposals as, for presentation packaging, flavors, promotions for which they meet their needs, taking into account all and support requirements seriously and honestly what the cereal offering children. Feel that
Small Chocapic cereal is always better than any other food that can be offered, as this can provide several things at the same time, in addition to the basic need for food is as delicious to know milk chocolate, sympathy and identification with the animated character and its constant product promotions found in Chocapic boxes, it will do is meet needs that other foods can not.
also feel a better relationship with the character, as this must be recognized by children hoping to find the dog a more pleasant cartoon different things to offer that is offering, starting with adopting a name to identify and strengthen the brand image.
The other consumer must believe that the product of Chocapic, more will evolve and will do it mainly basic need for food, but also must think that is a product that encourages encourage children to eat it, thus must understand that for them is also important motivation to eat and so this becomes part of their development. Housewives
should understand the concept of communication shown in commercials Chocapic, about the dog accompanying children his adventures, pending any inconvenience that may have to help them overcome adversity. This is due to the purchase Chocapic they must feel that this product will be in charge of providing them with their children in a task as complicated as the growth and healthy development of their creatures.
Mothers with the passage of time should feel that Chocapic ensures good nutrient content in their chips, which means the symbol that is recognized as integral to be happening over time regain its status through communication grain used, gaining experience take charge of building trust and loyalty by Chocapic ladies mothers. Consumer Product
Chocapic must understand and think in these times and as they come from, the brand and dealing with food products for children, are made with surface nutrients are exceeded in calories, sugar, saturated fats, including by applying high chemical content in cereals or other foods that can be harmful to the health of children. The communication is to show them a product that Chocapic balanced nurturing small and supported by standards that meet the quality standards for comparing and feel that the cereal is a reliable food that does not play with the health of their children and understand the importance of this Lastly
product is important for mothers to think about how complicated it can be to prepare a homemade food for their children, for reasons of time economy, so a lazy cereal Chocapic well as their children nurture healthy, too provides the ease and convenience at the time of its preparation, as it is very easy and quick to help meet the need of the time especially.
To them the future of cereals will be significant, due to developments over time feel, where there will be even more reliable and considered a basic need for food that is in many homes. But more importantly will they see all this in the Chocapic product.
1. Brand Vision MISSION
"Generate preference, satisfaction and consumer confidence, providing food at all times of his life, based on sustained, profitable growth for the benefit of shareholders, employees and related." VISION
"evolve as a respected and trustworthy food company to a respected and reliable company, nutrition, health and welfare" VALUES
Quality: Meeting the needs of our customers and consumers.
Continuous Improvement: Making things better today than yesterday and tomorrow better than today.
Mutual Trust and Respect: Promoting a proper treatment to our employees, customers and suppliers.
Communication: Ensure accurate reporting, timely and value-added.
Human Development: Comprehensive training to improve as individuals and as professionals
Environmental Conservation: trace caring environment
2. Tone and style
Cereals Chocapic as your target audience has a communicative tone is applicable in the presentation of the product (packaging, packaging, product) to advertising applications developed through the campaigns, which have supported media mass such as television, the press, radio and Internet course. Exposure of this process is characterized by its unity. Premise as the above requires us to develop proposals for responsible advertising.
tones messages should be joyful and fun inspired by the practice of using children's own adventures in that sense we understand that the cereal brand Chocapic reflecting the search for an advertising development, with special features, surrounded a special public, according to what was observed through the national media, recognizing the importance it gives to your pet, a dog with big eyes white with a yellow shirt and brown cool, but humor conveys a child, so proposals must comply with the guidelines established marketing, but looking for innovation through a creative idea sits on a basis of reality.
exposure of children by episodes full of fun and entertainment through animations are a key factor determining some of the observed overt advertising is intended to answer the question of the origin of this delicious cereal, by filing the benefits.
determinants as the faces of happy children, was the advertising logo advertising production of cereals, the company currently Nestlé has sought to express the importance of the cereal is made with whole grain, and for this reason, our tone and style of communication should not forget to highlight attributes that appear on packaged Chocapic.
visual policy since its inception has raised Chocapic, is fed to literary figures for many years has strengthened the industry of advertising messages hyperbolic but really interesting for their specific inclusion in the joy of the infants are one of many resources in which communication messages supported by Nestlé.
3. Target
In the market for chocolate cereals contain almost social strata 3, 4, 5 and 6, food can be consumed by the vast majority of people, so dealers have segmented the market so that products offer a wide enough range to encompass all sectors of society. Despite this
producers continue to focus its products to two groups in particular:
1) Children; is possibly the biggest consumers of Chocapic and also that they are always willing to consume. Not usually require a level of product quality, what matters here is essentially the image and product presentation.
Children between the ages of 7 to 14 years, wanting to have fun, looking in buying to obtain promotions, are led by toys, animations and bright pictures, children who are studying in schools and they need the product before leaving for school.
2) housewives, since-although this is slowly changing, "are those engaged in buying the house.
Ladies who care about feeding their children, although this is not the target audience of the campaigns through the mass media, is a factor to be taken into account when developing the marketing communication, in that sense to understand why the insistence to communicate the company Nestlé in the composition base their grain wheat.
The consumer group Chocapic fit both high-income families to one assumes they are consuming less quantitative but qualitative, such as high-income families to those that have been targeted in recent years, advertising campaigns varieties "elite" of products for some brands-that while consuming less of the product, are willing to spend more money on it.
This group is characterized by generally loyal to a brand, in this respect they do business so that consumers are not "bored" of the brand is taking variations of the product or change the layout of existing products but always respecting the image of the brand. Consumers are opting for a brand or another thanks to the good taste of the product and secondly the low price, then there are factors such as tradition or custom which may also play a role.
4. Consumer Profile
CONSUMER GROUP FEATURES.
consumers usually have a high average purchasing power, children are those that motivate the purchase, but those who actually pay for the product are mothers, has been the target of consumer and primary Target which has used advertising agencies. You could say that the consumer is Chocapic be exquisite, as in some cases are willing to take advantage of their age from infant to pressure their parents and eventually give you access to the acquisition of cereal.
When you go shopping with the elderly, children can become easily captivated by the presentation of products, promotions or anyone implement that cause attraction to his senses.
Assuming that consumption is given priority in households, 53% of consumers buy in supermarkets, hypermarkets 33.9%, 8.6% in traditional stores. Another
most outstanding characteristics of consumers is to be entertained easily with advertising, which is why use the animation, turns out to be one of the most effective techniques to approach the public.
PREFERENCES AND CONSUMER BUYING HABITS.
The place is basically buying the supermarket. According to the report "Food in Spain", MAP, this format had a market share of 48.15% in 2000 in Colombia, as can happen, but we can never discriminate against other establishments that put hand products such as shops or mini-markets.
must be taken into account the incorporation of information technology when making purchases, even today, few people dare or rely on these media, with over 50% of the population that makes the purchase, please contact the hotel, take advantage of that 50% which is responsible for buying their children directly, is to use everything that allows advertising messages effectively reach the consumer.
PURCHASE STATEMENT AND BRAKES.
There are several ways to consume chocolate we will highlight two
1) On a whim, is the unplanned consumption is done when we go to buy other products and our attention a cereal box and decided to buy more on a whim that we really like, that happens very often with children, our Target is very impulsive, something that gives us certain advantages to develop creative advertising proposals.
2) By tradition and custom, refers to a generally continuous consumption of families in which neck missing bowl of cereal in the morning, with milk, are usually very loyal to a particular make and difficult to change their habits. SEGMENTATION
The world of sales of products is constantly changing, so yesterday was fashionable or innovation, is now obsolete. It is therefore a priority to understand and anticipate customer needs to succeed in the marketplace before the big competition.
is really important to know your market, in this case the children identify their needs and attract through tactics fun before their eyes.
Nestlé in particular, serves various segments, including segment as Chocapic Grains, Milo or Trix, the first has been solved by segmenting your audience, through age, then we find that your Target are children, Middle strata, Middle-high that are characterized by fun, happy, and through what they see let them play to their imagination, children who go to school, they are informed of new cartoons, or movies for that gaming practice group, which performed numerous sports, and they also take advantage of the days of purchase to encourage the consumption of cereals, through demands on their parents in the dot on sale. In another segment are frozen under the Nestlé brand, Extreme, Maxibon, condensed milk or Sveltesse. It is the leading company in the chocolates segment, with a variety of products under different brands and finally, is also present within the segment of the dairy, and fresh milk.
could say that Nestlé makes a great demographic segmentation, since there is a specific product line to smaller (the line for my drink) and lots of products for adults and may be the chocolates.
5. What the consumer thinks and feels?
Children cereals think different things, including that they are very tasty especially when prepared with milk, chocolate or are of different flavors like fruit. Another thought is that the box only to see them or a commercial feel a sense of fun generated by the color in their boxes and above all the animated characters that represent the product.
They just want to eat cereals through motivation produced by the characters, but do not forget its taste and preparation also gives them satisfaction and confidence to ask their parents to buy the product. On the other hand think they are much more appealing when they incorporate promotions that offer games and toys alluding to the animated characters or other products.
children also think it's time to change some things cereals, for example: the traditional way that has boxes that is square in shape and begin to explore other ways a little more innovative, as well as not to be fooled with what they offer into the cereal box, the toys or accessories allusive. Regarding the product
Chocapic cereal, but not the best position in them, chocolate flavor is palatable to them, but often prefer foods that are not as chocolates.
As Chocapic the animated character (the dog) there was no information about a name that identifies in cereals, not the children recognize their own names, which will generate a bit of concern, because other cereals adopt names for their characters, like the tiger "Tony" or "Melvin," because they think it would be nice to baptize the dog.
Mothers also play an important role in the consumer role, since they are responsible for paying for products for their children, in this case the grain. They think that food is most important for growth and development for their children.
Some believe that cereals are products that contain many ingredients that are not are good for the health of their children as too much sugar and abuse in the content of the chocolate and saturated fats. Other mothers feel they provide good nutrients that not only feed their children well, but they do enjoy eating them without the help of parents.
Housewives largely prefer to be a bit more traditional about feeding their children, it is easier for them to resort to homemade food, they feel more confident and therefore think that cereals can be a bit shallow in nutrients.
They think that cereals should be improved in terms of nutrients for your confidence, which is why the product Chocapic in its strategy shows the symbol which identifies him as a grain, located in different parts of the box, to ensure that a product with high levels of nutrients and support the feeding of children, seeking the confidence of the mothers as they feel that the product to have a backup and makes them feel safer and more calm at the time of purchase.
6. What do you think and feel in the future?
Children should think that the product Chocapic always going to be accompanied at any time of day, reflecting what airs on TV commercials made by the company's product, in which the representative character of Chocapic accompanying small crossing all their adventures together, offering their help and overcoming all obstacles that appear in them. The idea is that they feel the communication that conveys the character in its advertising is done in their daily lives and at any time of day you think you have to feed this to Chocapic. Moreover
consumers must believe that the product is a cereal Chocapic that over time will change, offering new proposals as, for presentation packaging, flavors, promotions for which they meet their needs, taking into account all and support requirements seriously and honestly what the cereal offering children. Feel that
Small Chocapic cereal is always better than any other food that can be offered, as this can provide several things at the same time, in addition to the basic need for food is as delicious to know milk chocolate, sympathy and identification with the animated character and its constant product promotions found in Chocapic boxes, it will do is meet needs that other foods can not.
also feel a better relationship with the character, as this must be recognized by children hoping to find the dog a more pleasant cartoon different things to offer that is offering, starting with adopting a name to identify and strengthen the brand image.
The other consumer must believe that the product of Chocapic, more will evolve and will do it mainly basic need for food, but also must think that is a product that encourages encourage children to eat it, thus must understand that for them is also important motivation to eat and so this becomes part of their development. Housewives
should understand the concept of communication shown in commercials Chocapic, about the dog accompanying children his adventures, pending any inconvenience that may have to help them overcome adversity. This is due to the purchase Chocapic they must feel that this product will be in charge of providing them with their children in a task as complicated as the growth and healthy development of their creatures.
Mothers with the passage of time should feel that Chocapic ensures good nutrient content in their chips, which means the symbol that is recognized as integral to be happening over time regain its status through communication grain used, gaining experience take charge of building trust and loyalty by Chocapic ladies mothers. Consumer Product
Chocapic must understand and think in these times and as they come from, the brand and dealing with food products for children, are made with surface nutrients are exceeded in calories, sugar, saturated fats, including by applying high chemical content in cereals or other foods that can be harmful to the health of children. The communication is to show them a product that Chocapic balanced nurturing small and supported by standards that meet the quality standards for comparing and feel that the cereal is a reliable food that does not play with the health of their children and understand the importance of this Lastly
product is important for mothers to think about how complicated it can be to prepare a homemade food for their children, for reasons of time economy, so a lazy cereal Chocapic well as their children nurture healthy, too provides the ease and convenience at the time of its preparation, as it is very easy and quick to help meet the need of the time especially.
To them the future of cereals will be significant, due to developments over time feel, where there will be even more reliable and considered a basic need for food that is in many homes. But more importantly will they see all this in the Chocapic product.
7. What does the consumer today?
What the young today is to try to have fun with the product Chocapic, because they are not aware of how nutritious or not they can be the grain, just think of the attractions found in them and even in commercial coming out on TV more aware of the adventure that the actual content of cereals, however I must say that the flavor has a high degree of importance.
cereals in children has a high acceptance, because it is very nice to eat or have fun with what they offer, increase your happiness
Hyperactivity Children who eat cereal use different ways of eating, one of them and the most commonly served with milk in a bowl or duty, either boiled or cold, one of them is to eat it without milk, also take the box and drop a bit on the hand and directly from there to eat the cereal.
Children who eat cereal usually take an attitude that want to try these products at any time of day, although it shows that communication is a product for breakfast, as well as mothers who think so too, and many of them only allow the cereal is consumed in the morning, but why not allow one afternoon, when that children have a cup of chocolate or "something" will replace it for a cereal?
Another attitude shown by these young consumers is also anxious to know of cereals other content can be found inside the boxes, because they like to play with a toy that is in them or just collect the items.
Consumers finally what they do is that when in a supermarket, these grains are very willing and is one of the first things parents want their inclusion in the basket, taking an attitude at times intense.
mothers what they do is keep an eye on their food so their children to visit a super- market is very normal to take a precautionary approach as to what they will buy, especially when dealing with their children and modifying products like milk, just bother to look at what kind of cereal contains components for safety of themselves and their children.
In deciding on the purchase of grain is making her eat contralateral trying to get this not to exceed more than once in the day to avoid stop eating other foods because the bloating or economy.
8. What should you do in the future?
Small for the future should remain the same or better interest Chocapic grain awaiting new adventures that may have through the animated character (the dog) as well as being at least somewhat aware that behind all these adventures are nutrients that help him grow and develop.
For the future it is important that children enjoy the different promotions that offered Chocapic, feeling under them, keep them well so always remember to get the product, trying to create loyalty between him and Chocapic that can serve other future later.
Consumers should bear in mind the product of Chocapic, greatly improving the positioning of it, looking like spoiled children they reactions at points of sale, asking their parents to buy the product and even trying to give a reason why they should buy. Housewives
for the future when buying a cereal as Chocapic be more confident that it is taking a product that guarantees the nutrition of their children, so that the warnings they had before are extinct.
Mothers should make the thoughts of a grain as food for breakfast only allow change and this can also be eaten by their children at other times, without losing control over consumption of the product.
is important that they also think of the benefits that come with a product like cereal for their children, then think of the benefit you can get them to change, due to the facility is ready when the product, making the time is short and the rest will be used in any other activity.
9. Why Pledge? Promise
Basic chocolate flavor.
secondary Promise: Entertainment and Nutrition.
The basic promise relates to what Chocapic been established in all advertising, through slogans such as:
the authentic taste of
CHOCOLATE CHOCOLATE EXPERIENCE FANTASTIC
These two phrases are supported in the following graph, graph that is exposed on the front of the package:
Care now more chocolatey.
advertising manifests that have been exposed through the media, responding to a concern Chocapic The sourcing?
With all these arguments establish that the basic promise lies in the amount of chocolate contained in cereals, particularly to provide wheat flakes topped with the most delicious chocolate.
The promise high nutrition is present at the insistence of Nestlé on the benefits of a product developed based on wheat, for the same reason explained the logo is protected and that means that the acquisition of that product ensures a number of benefits for the child's body, this promise is directed toward mothers than at any time within the marketing strategy of the brand has been discriminated against.
Entertainment fundamental part Chocapic strategy is reflected in all promotional strategies, so through numerous partnerships with channels, movie producer or director has been set up promotions that encourage and captivate the consumer:
10. Differential
brand
three differentials are listed below the mark:
1. Mainly Nestlé products, particularly in this case Chocapic insistently expressed their membership of grain, capable of containing: Calcium, Iron and Vitamins in the delicious pancakes that offers products that are whole grains are identified with the following symbol (Trade Mark)
Curiously, this same information is presented in seven different venues of the case as presented below
course this is the most representative current attribute that deserves recognition, thanks to the benefits for consumer health.
2. Now more chocolatey
Chocapic's insistence through the mass media is to show how much content of chocolate, though others try to offer the same cereal, messages advertising and audiovisual especially elaborates on the significance of its flavor.
3. Advantage (Being sheltered by the family Nestle) Nestle
Talk is talk of experience and confidence. Is the leading brand in the world food market and as such, select the best raw materials to always offer quality products that meet the maximum needs of all customers, Henri Nestlé basic principle enacted in its founding principles. Nestlé quality is checked daily throughout all phases of production. Nestlé products offered to its clients are always top quality and are subjected to constant controls in origin, production facilities and distribution points. And in the factories, the cocoa beans are stored in optimal conditions to avoid losing their properties. Before starting the manufacturing process, are thoroughly cleaned by means of screens, perforated metal plates and has mechanical brushes to remove the last traces of wood fibers, jute, sand and even fine dust, thus ensuring the excellent quality of cocoa.
In short, this is to provide attractive and value added product to attract consumers. This is the case of cereals Chocapic, one of the most active market segments in recent years, to have more choice and in line with consumer tastes and needs.
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