CAMPAIGN CEREAL PRODUCT
Chocapic
Chocapic
I. CONSTRUCTION PRODUCT BRIEF
1. Description of the product. Choco
: According to the dictionary means brown dog.
Pic: Translated into English means image, picture comes from.
Conclusion: By linking the two words (choco with pic) concluded that mean PICTURE OF A DOG COFFEE.
Chocapic (trademark) is a cereal made of wheat flakes and wheat, the company responsible for its production is the renowned company of European origin (Switzerland) Nestle, as they say in the composition of its slogan: "the fantastic chocolate experience ", since the same company gives special recognition for that authentic taste.
Its texture is smooth and crisp, sweet taste arouses desire and the result of the combination of milk answers a question of breakfast, but Chocapic not forget the importance of the nutrient that should be included in the same product, with the to generate something nutritious, consisting of: Wheat flour, cocoa, vegetable oil, vitamin OC, minerals, calcium, iron and a small vanilla, which gives consumers the peace of feeling that is consuming the ideal food and necessary for the first meal a day of being human.
His peculiar mascot is the representation of a dog, red nose and big eyes, an isotype that seeks to answer the rich from these chips.
Chocapic is a product that is exposed in different presentations such as: 250g and 500g, in a plastic container, ie a special conservation chuspa the same, of course the product itself is in a box, which offers more attractive. Developed in cardboard boxes refined 100% recyclable.
course is offered to consumers with the introduction of product branding, but of course supported by the corporate image in the top right of the front of the package, the two brands are protected, as they are registered, thereby necessarily carry the
symbol ® following
CORPORATE LOGO
The nest represents the care of mothers on their children, thus explained the importance of food in the minors.
calcium, vitamins and iron it integrated into the same product, support the conclusion that helps Chocapic Colombian family for better food, and say that not all cereals are made with whole grain but Nestlé if providing a guarantee that if the packaging is exposed following symbol, the family who will acquire all the benefits of whole grain. Within
additional information, say it is good to know that whole grains are an important part in feeding balanced because they retain all the essential nutrients of whole grain carbohydrates, proteins, vitamins and others.
Chocapic has raised since its inception an approach directly related to the infant stage, in this order of ideas we recognize that the product itself is aimed at children, all their promotional campaigns and processes have been that special touch of childhood.
The construction of this brand has sought to establish from the same product as the strategic objectives, brand and advertising are actually routed consistently, thereby creating a unified communications positioning and configuring the brand recognition.
For their part, the promotional activities include the incentive to search children for that very reason can we observe for a given period of time generally very short periods: Games or entertaining information on the back of the box, or inside : the presentation of objects of childhood, through alliances and partnerships generated by film producers and directors as the Warner Bros. Pictures and Legendary Pictures, for example the current promotion is related to the film released in cinemas: The Dark Knight (Batman) oeuvre that broke the current record Spiderman III work in the gathering of box office then in this regard, the company chooses to use the reverse side of the package the instructions of the game so entertaining, dynamic and attractive, with excellent drawings and pictures that capture the wishes of children fun.
The obverse of the current box in a room of the exhibition of the package is located logically promoting the logo and image of the cinematographic work and highlighted text: A PITCHER FREE
The case is discussed in the following appearance .
In brief expose the contents of the 4 P Chocapic brand.
Product:
Name: Chocapic (wheat flakes with chocolate flavor).
Packaging: Rectangular, mostly brown predominates.
Texture: (cardboard refining), easy to manipulate
Logo: It is brown, white background and is the fourth part of the front of the box. Isotype
: It occupies the center of the cover (container), is a dog (brown) in a yellow shirt, a tie which the product tastes combined with milk.
Price:
Chocapic price varies according to net content, which are:
250gr 500gr $ 11,450 $ 7,250
of distribution channels:
Chocapic can be found with a variety of presentations: grocery stores, hyper markets and hypermarkets, mini and stores.
Promotion:
· Games of ingenuity on the back of the package which changes in time determined.
· Gift of infantile objects.
For a better understanding of the product, then we expose the nutritional table for 100g.
Energy (Kcal) _________________390
Protein (g) _________________-_8.1
Carbohydrates (g) _________80, 4
Lipids (g) ____________________4, 0
Dietary Fiber (g) _______________3, 3
Calcium (mg) ___________________280
Phosphorus (mg) __________________135
Iron (mg) ___________________ 12
Sodium (mg)
___________________263 Zinc (mg) ____________________7, 5
1.1 Images of the product.
1.2 Images on the product display at point of sale. Punta
gondola
linear
2. Historical review.
Here is a chronology of a specific form of the whole significance of the Nestlé company during its 100 years: Year 1905
Nestlé is the result of the merger in 1905 of the Anglo-Swiss Condensed Milk, founded in 1866, with (Farine Way) Nestlé SA., founded in 1867 by Henri Nestlé a German who immigrated to Switzerland, who invented a formula for infants whose mothers can not breastfeed. Nestlé
means "little nest" in the dialect of their region and it is not surprising that the image of a nest was the symbol for the company, that nest is attention and concern, warmth, food, ie the values \u200b\u200bto which Nestlé is being faithful.
Year 1929 Nestlé merged with Peter-Cailler-Kohler. Daniel Peter, a neighbor of Henri Nestlé, one of the founders of Peter-Cailler-Kohler who invented milk chocolate in 1875.
1938, Nescafé was invented this year. Accomplished quickly being recognized worldwide as the coffee of choice for American Armed Forces during the Second World War. Year 1947
In 1947, Nestlé Alimentana joined the Company Maggi, who had invented the previous century dehydrated soups.
Year 1962 Nestlé acquired Findus, which begins the path of refrigerated food, as is known, has undergone an extraordinary expansion.
Year 1969 Nestlé acquired 30% of Vittel, opening the way to the mineral water market. Year 1971
is created Condenser Milk, designed by Henry Nestlé. During the 70's, there was intense activity of consolidation and international expansion. In 1971 the company
milk powder Ursina - Franck, joins the Nestlé food holding.
Year 1977 This year, the company is experiencing for the first time with businesses other than food. Buy Alcon Laboratories, the producer of ophthalmic medicine and instruments for the care of the world's largest eyes. Year 1985
The 80's gave the beginning of a period of important strategic expansion for Nestlé. This era began with the acquisition of Carnation Co., with the segment of condensed milk is even larger in the company. In that same year, Friskies, begins to enter the world of pet food. Year 1987
fully Vittel is acquired, since the mineral water had become a strategic business. Year 1988
acquisition-Buitoni Perugina, the third largest food company in Italy to Nestlé opened its doors to market popular Italian cuisine.
The acquisition of Rowntree, British confectionery manufacturer (Kit Kat, After Eight, Smarties, Polo, etc.), followed that same year, Nestlé positioning as the number one worldwide in chocolates and confectionery. Year 1992
The Perrier Group was acquired this year, however, Nestlé was active in mineral waters since 1969, and the acquisition of San Pellegrino in 1997 contributed to further strengthening its position.
Year 2001
The acquisition of Ralston Purina Company further strengthens company's position as a major international player in the pet food market.
Year 2002 and was acquired Chef America Schöller, and thus helped to consolidate a strong position ice cream sector.
3. Category. Chocapic
as such is a product intended to solve one of the basic human needs, we refer to the need for food, is part of the proposal from the first meal offered by Nestlé day ie breakfast, in that vein is part of the Food category.
As for the subcategory that relates to milk modifiers (cereals)
Within the classification of these grains, we can catalog it for its flavor, in this case chocolate.
4. Brands in the category.
5. Image of the competition.
competition as Michael Porter outlined in his book refers to five external competitive forces:
1. Direct competitors
2.
substitutes 3. New companies
4. Suppliers
5.
customers particularly in this case we look at the direct competitors
For flavor: Choco
Crispis (Kellogg's) $ 13 750
700g 550g 320g
$ 11 950 $ 5600 $ 750
39.75g
Choco Pops (Kellogg's) 200g $ 5100
Cookie Crisp (Nestlé) $ 8950
360g Nesquik (Nestle) 230g $ 6190
Zucosos
Other competitors:
Froot Loops Frosted Flakes Trix
Corn Flakes
Looking at these substitute products respond to a long list that can be composed from fruit to oatmeal or other foods.
5.1 Images on competition in the retail outlet.
Competition of the same flavor
Competition from other flavors
Chocapic
location at the point of sale with reference to competition
To understand the differences in grain composition, we present Then a study in Latin America:
The professionals were in charge of this investigation is the Engineer Edit Vilcapoma Vilcapoma, coordinator of the Food and Nutrition, and Dr. M.Sc. ASPEC Favio Ramos Jiménez, Director of the Peruvian Network for Food and Nutrition / r-PAN.
cereal flakes included in this investigation have been grouped under the brands: Kellogg's Corn Flakes
(cornflakes), Granola (oats cereal, almonds, rice and coconut), Froot Loops (based Food sugar, maize flour, wheat, oats, fruit flavored and fortified with vitamins), All-Bran Raisin Flakes (wheat flakes with raisins), Frosted Flakes (sweetened corn flakes).
Nestlé Trix (cereal corn and oatmeal sweetened with fruit-flavored), Estrellita (Cereal corn, wheat and oats with honey), Nesquik (Cereal corn flavored chocolate), Zucosos (corn flakes coated with sugar), Corn Flakes (crispy corn flakes and delicious), Chocapic (wheat flakes chocolate flavor).
PRODUCTS CONTAINING LESS THAN 2 grams of fiber
Brand Cereal
Total fiber (g) per 100 g. Trigo Product
Espazial Dorado Atomic SAC
0.6
Arrocito Honey Vitaplus
EIRL
0.9
Zucosos: Corn chips covered with sugar
1.2
Nestlé Frosted Flakes, Corn Flakes Kellogg's sugary
1.5
Nesquik: Cereal corn flavored chocolate Nestlé
1.9
Angel Zuck: Cornflakes sweetened Global Food
SAC
1.9 Corn Flakes: Corn flakes crispy and delicious Nestlé
2 stars: Cereal corn, wheat and oats with honey
Nestlé
2
Froot Loops: Food with sugar, corn flour, wheat, oats, fruit flavored and fortified with vitamins
2 Kellogg's Corn Flakes
: cornflakes
Kellogg's
2
THE 11 PRODUCTS WITH INCREASED SODIUM
Brand Cereal
Sodium (mg) per 100 g of product
Corn Flakes, Corn Flakes Kellogg's Toasted
1080
Angel Fiber: Whole Wheat Flakes, Raisin Bran Global Food
SAC 913
Corn Flakes, Corn Flakes Metro 900
Sugar Flakes, Corn Flakes 870
sugary
Metro
Corn Flakes: Corn flakes crispy and delicious Nestlé
742
Cap'n Crunch: sweetened corn and oat cereal Quaker
740 All-Bran Raisin flakes, wheat flakes with raisins
620
Kellogg's Frosted Flakes, Corn Flakes Kellogg's sugary
610
Nesquik: Cereal de maíz con sabor a chocolate
Nestlé
504
Froot Loops: Alimento a base de azúcar, harina de maíz, trigo, avena, sabor a frutas y fortificado con vitaminas
Kellogg´s
440
Zucosos: Hojuelas de maíz cubiertas con azúcar
Nestlé
440
TABLA NUTRICIONAL COMPARATIVA SEGÚN EL ETIQUETADO DE LOS PRODUCTOS
Producto
Marca
% de azúcar (sacarosa)
Kilocalorías por 100 g.
Cantidad de sodio (mg) por 100 g
Cantidad de fibra (g) por 100 g
Mega Trigo Miel: Trigo soplado y endulzado
O'rayan/lanex SAC
68(*)
500
35.71
0
Color Rings: fruity earrings
O'rayan / SAC LANEX
393 71.42 57.1
0
Mega Wheat: Wheat blowing and sweetened with honey
O'rayan / SAC LANEX
393 35.71 53.5
0
Angel Honey: Arito corn, oats and wheat dipped in honey
SAC Global Food
50 520 398
3
Golden Wheat
Atomic SAC Espazial
50
366.6 66.6 0.6
Angel Copix: Wheat Flakes vanilla and marshmallows
SAC Global Food
49 312 393
2.2
Froot Loops: Food with sugar, corn flour, wheat, oats, fruit flavored and fortified Kellogg's vitamin
46 440 390
2
Maca Chocolate: chocolate maca Lentils
O'rayan / SAC LANEX
45.45 22.72 500
0
Cap'n Crunch: sweetened corn and oat cereal Quaker
44.4
740 407 2.59
Nesquik: Cereal corn flavored chocolate Nestlé
504 395 44.4
1.9 Frosted: Corn Flakes Kellogg's sugary
44 610 380
1.5
Choco Balls : Delicious chocolate cereal
Metro
43.3 366.6 133.33
0
Trix: Cereal of corn and oats sweetened with fruit-flavored Nestlé
43 334 398
3
Angel Zuck: Cornflakes sweetened Global Food
SAC
739 386 42.4
1.9
Zucosos: Corn chips covered with sugar
Nestlé
42 440 383
1.2
Chocapic: shredded wheat chocolate flavor Nestle
40 263 390
3
Estrellitas: Cereal corn, wheat and oats with honey
Nestlé
37 197 406
2
Kiwicha Frut: fruity earrings
O'rayan kiwicha / LANEX SAC
17.85 428.6 35.7
0
Vanilla Q: quinoa balls vanilla
O'rayan / SAC LANEX
35.7
428.57 17.85 0
Maca
Wheat: Enriched with Bio
kiwicha maca Maca
30 360 0
3
All-Bran Flakes Raisin, Whole Wheat Flakes Kellogg's Raisin
29 330 620
Granola
11: Cereal, oatmeal, almonds, coconut rice and Kellogg's
27 390 270
7
Sugar Flakes: Corn flakes sweetened
Metro
354.8 25.8 3.2
870
Angel Fiber: Wheat Flakes , bran and raisins
SAC Global Food
19
320 913 15.7
Corn Flakes: Corn flakes crispy and delicious Nestlé
12
2 375 742
Corn Flakes, Corn Flakes 10
Metro
900 433.3 3.3
Corn Flakes, Corn Flakes Kellogg's Toasted
5
2 370 1080
Vital Maca: Maca frosted flakes orange-flavored
Cerecrok's SRL
not declared
373.2
not declared
4.44
Wheat with Honey
Vitaplus EIRL
not declared
331
2
2.1
Arrocito Honey
Vitaplus EIRL
not declared
362
9
0.9
(*) In these products indicates that a portion of 22 grams are contained 26 g of carbohydrates, which is 15 g sugar, plus 2 grams O.5 g protein and fat. These figures are extremely confusing to the public and which do not fit.
6. Target market
The 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 in such a manner that provides a product range wide enough 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 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 at what they buy to obtain promotions, are led by toys, animations and bright pictures, children who are studying in colleges and in need of product before going to 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 key factor should be taken into account when developing the marketing communication in this regard to understand why the insistence to communicate Nestlé in the composition of its grain wheat-based.
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.
The following information of great importance in understanding the nutritional needs of children:
NUTRITIONAL NEEDS
Based on a diet of 2000 kilocalories, and in relation to the components analyzed: energy, sugar, fiber and sodium, children between 7 and 12 years require: Sugar
No more than 50g per day (equivalent to 10 teaspoons) (*)
Dietary Fiber 25 g.
per day approximately 2400 mg sodium
. per day (2.4 g)
(*) by the Department of Agriculture (USDA)
Dietary recommendations Percentage distribution of calories: 25%
breakfast (500 kcal. approx.)
30%
meal (600 kcal. approx.)
15%
snack (300 kcal. Approx.)
30%
dinner (600 kcal. Approx.)
7. Mainly attributes to highlight
Nestlé products, particularly in this case Chocapic insistently expressed their grain composition, able to contain 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 in the box as presented below
course this is the current attribute more representative, who deserves recognition, thanks to the benefits for consumer health.
8. Cereals Chocapic
tone as your target audience has a communicative tone is applied from the presentation of the product (packaging, packaging, product) to applications developed through advertising campaigns, exposure of this whole process, includes a unit where the brand gets recognition.
message tones become happy and adventurous, reflecting the search for an advertising development, with special features, surrounded by a special audience, eg TV commercials Currently in private channels such as Caracol and RCN, and cable television show to pets and children by episodes full of fun and entertainment through animations, some with the intention of resolving the question of the origin of this delicious cereal, other with the aim of showing the benefits of it, in this case is resolved by observing the image that appears on the back of the box in the bottom:
The faces of happy children, and ironically uniformed as scientists and caregivers cereal production, express the importance of the cereal is made with whole grain, then as the previous reflections us ask how children of that age will have some knowledge of what is the nutritional? Most likely not, but is that visual policy since its inception has raised Chocapic; posts hyperbolic but really interesting for their inclusion in the special joy of the children.
9.
advertising goals Nestlé has developed over the years various philosophies advertising, was given the deserved importance to this activity to reinforce the various promotional campaigns that target audience has seen
Also, we would like highlight the great effort devoted to designing Nestlé exhibitors for Point of Sale, as considered the best way to highlight your product on potential competitors and attract customer attention. There are different types of design and size, depending on the time (for Christmas: Reno-shaped speakers, Santa Claus ...) of establishment (hypermarkets and larger for a smaller size for small establishments).
According to market share, Nestle has a dominant position in the market as mentioned above, and is recognized as such by their competitors.
specific strategies for attack, these companies use both strategies of innovation strategies discount product and distribution innovation. To carry out these strategies have to meet certain requirements. In the case of discounts, the product has to be similar to the leader and price sensitive. In the case of product innovation we need to improve existing product giving it more features. And finally, in the case of innovation in distribution to look for new channels so far not come in use.
developed by Chocapic advertising is directed to the presentation of scenes lively and fun, with the ultimate goal of convincing to children through the use of important tools and recreated.
Chocapic advertising approach in recent years has been the adoption of: the concept and slogan for the authentic taste of chocolate, which is why advertising is manifest in the presence the importance of this flavor in its preparation, but the influence is imaginatively the chocolate on the same wheat.
Although aspects such as packaging always remember it is a grain in the upper front of the box, in order to engage the mothers, not forgetting the decisive power of children over the cereal, for that same situation if the pet is exposed and visual composition of the box is fun and captivating. If a manifest
advertising we mean find a large turnout of animations within the business, is finding perhaps closer to the cartoon, a fact which immediately familiar to the target audience.
10. We expect that the consumer faces the product (reaction)
Chocapic The product is aimed at children and is finally fed Chocapic. We hope that when facing the product feel the need to touch it and fret with the drawing of the character representing Chocapic (the dog) and if possible remember the commercials of the animated character in an exciting adventure and so ask their mothers for a ride in your basket. As
second point we find housewives who care about their children's breakfast, so we want to stand in front of the product they see it as a nutritious, practical to prepare, fun for your kids and eventually buy it, and they are the ones with the buying decision.
also expect other consumer reaction is
11. Fieldwork (Interview)
The previous survey was conducted in two boys and a girl between the ages of 7-14 years old on August 2, 2008 at 2:00 pm, as a Findings suggest that apply for search consumer perception of real and potential consumer about the product: Interview
number of the universe: 5
Cristian Joaquí
7 years 12 years 13 years
Katherine Martinez Cristian Álvarez Daniel Salazar
7 years 7 Juan Esteban Bernal
Do you eat cereal?
If Crispis Choco, Froot Loops, Frosted Flakes
What causes them to observe the cereal?
I was eager to unveil it and eat it, suggesting it would be better to change the format of the box.
Others liked it, but in the promotion were much more important.
One child said it was very childish, add color darker.
brand Cristian Alvarez, "told a racist joke at her school said," ran a bold and a wheat field, and he stepped on a landmine and Bang! Chocapic born exploded "
Some recognize that Nestle produces it, some do not but respond to them quite like Chocapic.
What causes taste? The taste caused
liked, but say they have a slight bitter taste. The sensation of sweetness
produced no taste, which enabled the following advice: "You take away a little bit of chocolate, preferring Froot Loops because it is not so sweet"
She stated: It is a feeling sweet, but well, you add additional values \u200b\u200bof different flavors. Pet
Chocapic
· "is similar to that of Melvin, does not recognize the name"
· "It is a brown dog very similar to elephant
·" It's a dog does not seem nice, I like the elephant
What do you dislike?
"Promoting Batman is regular, it would be better a much bigger surprise, not something so simple"
How do you want to consume?
With milk.
What would you like to bring?
· "should change promotions and gifts "
·" Misleading "
·" If I liked the promotion "
·" It gives you the same promotion "
Reflection
survey interviews were conducted with children from 7 to 13 years, including children with their different views contributed to make constructive criticism about the product Chocapic.
The interview asked each child individually about the product, also were given a taste of it to have more accurate information about the taste of Chocapic.
must say that your answers to each question were somewhat different because of different ages who have interviewed children, thus giving the largest responses something deeper, unlike children who responded more specifically.
In total there were eight open response type questions, which were allowed to give opinions freely, a questionnaire in their homes for comfort and with their parents, the contributions of public goal, we provide a much more Comprehensive visual image projected by Nestlé and primarily Chocapic largely perceptions result indispensable in understanding the brand.
is necessary to rescue some of the responses by infants:
1. Packaging format (Breaking the set parameters)
2. Negative image (Existence of negative jokes from advertising communication developed by Chocapic)
3. Different flavors (Include small quantities for specific periods of flavors)
4. Name of pet (not recognized the dog, since no name)
5. Weak promotions (Develop promotional strategies unpleasant)
6. Misleading (exhibition of images on the packaging very unrealistic)
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