Nestle Yorkie Bar

Contents

Title Page

Term of reference 3

Introduction 4

External (macro) Environment 5

Segmentation, Targeting, Positioning 8

The Marketing Mix 10

Bibliography 15

Terms of reference

The report contains major marketing issues relating Nestles Yorkie bar. The main aspect of the report shows the marketing mix of the Yorkie bar. Some other marketing issue on this product included in this report are the external environment and how Nestle have segmented the market for this particular product.

Introduction

Nestle Yorkie Bar was launched in 1976 - within two years, it topped 13 thousand tonnes and became firmly established as a big, solid, chunky eat for men with a consumer value of £34 million. The Yorkie chocolate bar is a popular brand made by Nestle, which is based in Vevey, Switzerland. It was previously branded by Rowntree’s of York, which gave it the brand name. Yorkie is a unique bar compared to its competitors as it is a lot chunkier weighing at 68g compared to the main competitor the Cadbury’s Dairy Milk which weighs at 49g. The Yorkie bar comes in different variations such as original milk chocolate, Raisin and biscuit and honeycomb. In previous some limited edition bars were available such as Yorkie Blue ice and White chocolate.

The bar is mainly aimed at men as all Yorkie Wrapper have a slogan, “Not for Girls” printed on them, which shows clearly the target market. Yorkie was previously composed of six chunks of chocolate, with each chunk featuring one letter from the Yorkie name. More recently, the number of chunks has been reduced to five, with "Yorkie" written in full on each chunk.

External (Marco) Environment

Marketers need to audit what is happening in the external environment to their organisation because without knowledge about the external environment they cannot asses any changes to make related to their products or services. Auditing the external environment helps the business responds...