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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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1.3 Product items, Lines, and Mixes

Product item is defined as a specific version of a product that can be designated as a distinct offering among an organization's products. The product item is Nestle Ice Cream in Stick. Product line is defined as a group of closely related product items. Nestle Ice Cream in Stick have product line that they offers which Nestle Milo Stick Ice Cream, TROPHY Vanilla/ chocolate  Dazzle, CRUNCH, Vanilla Choc, TROPICANA Lime Vanilla, APPLE SOURZ and POTONG Red Bean.

Product mix is includes all the products that the Nestle sells which are Baby Foods, bottled water, breakfast cereals, Coffee, Chocolate & Confectionery, Dairy products, Drinks, Ice Cream, In the Kitchen, Nestlé Professional, Nutrition & Health and Petcare. Nestlé's ice cream in Stick is offered with variety of taste.

Nestle can derives several benefits from organizing related items  into product lines which includes, first benefits is by advertising economies which means several products can be advertised under the umbrellaof the line. Nestle's promote line “all-new Milo frozen confection” or “Chocolate Malt Flavoured Frozen Confection” which saying that everyone can have an opportunity to enjoy Milo in a frozen confection for a mouthwatering treat.

In addition, by organizing related items into product line Nestle can uniform their packaging. The package uniformity by packaging all Nestle Ice Cream in Stick in the line might cause all the products look the same but still have their own identities. Futhermore, Nestle can standardized their components by organizing related items into product line, where this benefits the Nestle's firms by reducing their manufacturing and inventory costs.

Other than that, Nestle can be benefited in efficient sales and distributions. By using product lines, sale and distribution of Nestle Ice Cream in Stick were efficient where when it is full line offered to distributors and retailer they are more likely stock the company products. Also, these lower the cost for transportation and warehousing. In other hand, consumer's perception or purchasers on equivalent the quality of all Nestle Ice Cream in Stick can be achieved because more likely they believe that product come in line at the same time are about the same quality.

For the product mix width of Nestle Ice Cream is defined as the number of product lines Nestle offers which is seven product lines. As for the product line depth of Nestle Ice Cream Stick defined as the nuumber of product items in a product line which is eight.

1.4 Branding

Branding is defined as the main marketing tools that differentiate company's products with their competition's products. A brand is a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitor's products.

Brand name is defined as the part of a brand that can be spoken including letters, words and numbers. The Brand name for Nestle Milo Stick Ice Cream is Milo. In the other hand, Brand mark is defined as the elements of a brand that cannot be spoken. For Nestle Milo Stick Ice Cream is their symbols which is;

Brand has three main purposes which are product identification, repeat sales, and new-product sales. The most important of branding is product identification which is allows marketers to distinguish their products from all others.

Brand equity is defined as the value of company and brand names where for Nestle Milo Stick Ice Cream is Milo. Milo brand name synonymous with chocolate flavored drinks where Milo has a 90% market share in Malaysia, and Malaysians were said to be the world's largest consumers of Milo. This brands are so popular in Malaysia therefore consumers tends to search for this brands and the availabitity of this brand product is high in Malaysia.

Global brand is defined as a brand where at least one-third of the product is sold outside its home country or region. Milo brand is world's leading chocolate malt beverage that can be prepared with hot or cold milk or water. Given its popularity it is a “must have” product for food service operators particularly in Asia, Africa and Oceania.

Brand loyalty is defined as a consistent preference for one brand over all others. Customers identify products that they want to buy again by branding identification. Milo brand help customers to identify their products thus they will increase the sales, because many customers tend to choose and loyal to one brand that they find comfortable and trusting in its best quality even the products are not the same.

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