Introduction
A consumer brand is a product that best suits customer needs and wants as per their expectation. The relationship that is in existence between people, and the brand of product they like most is not different that exists when they relate to other individuals in the society. Understanding the relationship between customers and the product throughout the value chain is critical to marketers. It helps managers to strategize on how to deal with the clients in the best way possible. Marketers who know their customers and their needs are the in a position that they can retain and even attract more customers. The perception of consumers improves with precise knowledge about the marketer’s brand. Researchers in the field of brand loyalty concluded that the relation that exists between a consumer and a particular brand is dependent on economic factors.
How the customers will continue to perceive a given brand depends on their first interaction with that particular brand. This paper looks at Nestle Chocolate products, which are selling with different brands in Canada and Brazil. In Canada, Nestle chocolate sells by the brand Coffee Crips while in Brazil, the same Nestle bar chocolate is selling by the brand Chokito. The mechanism used in naming a brand or a product helps in marketing. Some products are very popular in the market becoming a brand on their own. It is clear that companies are making the products for the consumers yet consumers are making names. The reason that makes the company sell one product by different brands in the various countries is associated with this practice. It is not good to have this kind of branding, especially for international companies. It becomes difficult for customers to identify the product whenever they are in foreign land. Consumer brands exist due to customer experience, perception, and expectations from consumption of a product.
According to Fernández (17), different companies may copy a product of the original company and sell it with a different brand name, yet brand of the product will remain as it is dependent on consumer perceptions. Continuous consumption of that product will make the customers have experience with the product making a brand meaning. Through acquisition and merging, companies are selling products by the brand that the product used to be known by while other change the name to modify the perception of customers about the product. Thompson et al. (668) associate this habit with global companies to the different branding of the same product in the various countries. Selling a product by different brand in different nations, therefore, depends on customers. If the product is not doing well with the favorite brand, entering a new market with a different brand name may build a perception in the mind of customers that this is a new product.
Comparing and Contrasting the Two Brands
The sales of food commodities remain sensitive among many consumers today. They are seeking healthy products before making the decision on what product they will purchase. Mostly children and youths prefer chocolate. In classifying food, chocolate falls under snacks. Chocolate has many benefits to human body more so the protection against the cardiovascular disease. Although nutritionists have found many advantages of consuming chocolate, it is not advisable to consume lots of chocolate daily. The chocolate that has proven to be beneficial to human body contains about 70 percent cocoa. Lots of chocolate on the market today are crap, therefore, consuming so many bars is risking our health. To ensure the chocolate one is consuming is healthy for your body, food nutritionists have advised checking the color of the chocolate bar. The darker the bar, the less sugar it contains, therefore, less risk to the body from sugar. The awesome taste of chocolates makes them preferred by the young population than the older generation.
In both brands, the customers are seeking products that are convenient, healthy and suitable for their consumption. In both countries, the brands are more preferred because of the company name, which has proven to take care of customer needs (Thompson et al. 668). Coffee Crisp brand in Canada was introduced in 2001, which had an orange flavor. The name has changed names as originally was referred to as Rowntree’s water crisp in the UK. On the other hand, Nestle Company introduced the Chokito brand in Brazil in 2012. It existed in the market but has been missing for many years in Brazil. The relaunching of the bar chocolate in 2010 made the company look for potential markets, and where it existent, there was a change in the repackaging material.
In Canada and Brazil, the two brands are selling under retail supply channels. Through supermarkets, retail shops, and kiosks, you will find these products readily available. Through this supply chain channel, Nestle Company has been in a position to reach many customers. The sweet taste of these products makes the brands lead regarding sales. The color of their products attracts many customers as the research has seconded them that nutritionist has concluded. In Brazil, Chokito is the leader in sales of chocolate bars while coffee crisp remains dominant in sales in the Canadian market. The market segment that is bringing most revenues to the countries is youths. During school functions, say games and music competitions, the company makes the highest sales, as children will spend more buying chocolates.
In both countries, the chocolates are selling in the form of a bar. The color of the packaging material differs from one country to the other. The only thing in common on the packaging material is the label of the company name Nestle, which markets both brands and remain the affiliate company for the two brands. Coffee Crisp is packaged in a 50 grams package dominated by orange color. Only the picture of the bar chocolate and the brand name are in a different color that is red. On the other hand, Chokito is packaged in a 55 grams package dominated by black color apart from the company name and the brand name (Matanda, and Michael 11). The brand name is written with orange color and then in upper case the same way coffee crisp appear. Having the business name on the packaging material of the two brands shows the company control over the names. Through the marketing strategies of the products, the brains remain popular and widely known among customers.
Consistent Brand Elements
Fonts. This the size of font that the firm has used to label its products. Companies use same font’s size to market their products in the various countries. In this case, both brands are in upper case. The font passes the message to customers that that name knows the product (Parsons, 5). The font of the names is similar to this COFFEE CRISP in Canada and CHOKITO in Brazil. The reason behind this similarity in the font size of packaging material is that the company considers the labeling by competitors so that they do not use the size. The font is easy to read. Using same font sizes especially the big fonts will make the product conspicuous. The font remains paramount in marketing since customers can read it with each.
Characters. These symbols appear on the product labeling. What is their meaning? They give a clue of what the product looks like. It also creates the first appeal before the customers. The characters are appealing and attractive. The characters of the brand name are in an upper case, unlike the company name. Thus, that is what the customers want to see not the company name, as they make the brand as discussed earlier. In Brazil, Chokito brand is written plainly without decorations, unlike the coffee where the “O” in the word coffee is decorated to look like a hot coffee in a cup (Parsons, 5). The character in the principal of the company are in sentence case and have a red background color. They are alike to emphasize the company name.
Color. For the two brands, the color of the picture showing the bar chocolate is dark brown color. It looks tasty, and thus, those who have tasted this chocolate will never pass by without having a piece whenever they find the chocolates at different outlets. The color of the labeling is different for the two products. It shows differentiation and uniqueness of goods by Nestle Company. The discrepancy in color is because the products are produced in various manufacturing plants. If production was by the same experts, there could be no differences as the ration of ingredients could be the same.
Logo. The company uses the brand name selling the product in Brazil and Canada as the logos. Although there exist different brands of chocolate from Nestle Company, the presence of the company name in the two brands is the logo. It is the trademark for the two products. It shows affiliation to that company. The sentence case name Nestle with a red background links that product to the parent company.
Nestle company may lack the experience that global companies enjoy when they remain consistent with their brands in different markets. Brand consistency is the practice of forms to sell their product with the same brand name in various parts of the world. The coca cola company has remained leader and king in the soft drink industry because of brand consistency. In both markets, the company has to uphold brand values so that it can turn out consistent in branding. With the kind of advertising that Nestle Company is making, specific customers of each nation popularly identify the brands as different products especially for an individual who has traveled to both countries. The same Nestle Company does the marketing, and they have remained consistent in the various countries (Parsons 6). In Canada, the biggest producer of foodstuffs is Kellogg Company therefore snacks being part of food, advertising need to be a priority so that Nestle can publicize its products.
Through consistent branding, the company has been in a position to enjoy the advantages of unified branding. Having different brands but marketing and advertising conveying the same message about the product shows helps reduce costs for the company selling the product. Market positioning is key to any form of business. It allows the company to continue serving its customers for a long time by offering products that satisfy their needs. A company branding differently similar products in different nations may be intending to attract customers to build a perception that the company is innovative. Most people I Brazil are not wealthy thus; they will not consume Coffee Crips due to its high nature in Canada. Thus, the marketing is reduced, and the company has added extra five grams in its Chokito brand. All the efforts are geared towards convincing customers that the product will offer them the satisfaction they require from the product. Although branding is different for a chocolate bar in both Canada and Brazil, Nestle has remained consistency in each particular country (Kazemi, and Malihe 147). Although in Canada the coffee crisp has undergone a series of changes, the brand contains the names that it has changed from. A visitor from the UK will quickly identify the chocolate because the brand in Canada includes the name it is known for in the UK.
A company gains several advantages from the consistent branding of its products. These include promotion of brand authenticity among customers. For instance, branding your product by one name in all markets a company is serving in the entire world will make loyal clients who love consuming the exact product no matter the region they are to remain loyal (Tiffen 387). In advertising, Nestle has ensured that the message about its chocolate bars is passed to all customers. Therefore, consistency branding is a value addition to the product before customers.
Consistent product categorization remains paramount to any business. Nestle Company offers a variety of products like coffee, snacks, cereals, drinks, ice cream, yogurt, water among many others. This classification allows customers to identify themselves with the company products in many varied ways (Douglas, Samuel, and Edwin 105). The many categories that the company is offering in the market is giving customers a variety of goods to choose from the many they are producing. Branding in Nestle is motivated by the market demands for different products. The company has ended up having over two thousand brands across the globe since all its products are selling in the global market. This branding has been bringing huge profits to the company. Most of the categorization of goods is based on the how the product became part of the company products. Some of the products are affiliated to Nestle because the original company sold the product to Nestle who instead of branding it again continued with production branding it the original names.
Most revenues from chocolate sales in Brazil come from urban areas. This is associated with the fact that consumers value consuming manufactured products unlike in rural setting where people are producing most products through farming due to the availability of arable and conducive farming climate. Customer interactions with a product for quite a longer period allows the customer to have a chance to experience the product, and if it best suits their needs, they will remain loyal to that brand (Parsons 6). Product categorization means that the company is offering a variety of products for the clients to choose from the many. Different products serve different purposes, but each category and classification intend to serve a similar purpose. For Nestle, the strategy of selling different products by different brands has enabled the company to serve diverse customer needs. The many products that Nestle produces help many clients who have different needs widening the profit base for the enterprise.
The demand for the products directs management on the quantities that the business needs to produce a given product. In Canada, coffee crisp is selling more than the amount that Chokito brand is selling. Consumer tastes and preferences may be a reason for the difference in amounts consumed in the two nations. The economic situation is also shaping the consumer behavior. Chocolate is not a necessity but people consume it either to save time or “leisure.” The consumption of chocolate is a personal decision but with intense marketing and advertisements, there has been impulse buying among customers.
There is a need to introduce Nestle chocolates in the entire globe to allow clients have a taste of their products. Developing brands that serve the specific needs of different customers can broaden the market for Nestle in the entire world. The brands under discussion have reached many customers but in Canada, the crisp coffee brand is doing far much better than any other chocolate brand in the two countries. The popularity is associated with consumer tastes, preferences, and the market niche where you find many young people schooling in towns (Thompson et al. 673). On the contrary, the Brazilians are used to sweets as snacks and other baked products other than chocolate which is cheaper than chocolate (Parsons 7). The economic activities in Brazil allow them to consume meals, but since the price is paramount to Brazilians, they end up consuming snacks that are cheaper. There is a potential market for chocolate, but the Nestle needs to do something extra to capture many customers. Educating the public on the nutritive value of the chocolate will attract them to change their consumption behavior and prefer chocolate snack in the future. Visiting social activities involving many youths has established an excellent base for the company. This consumption trend has helped the company to increase sales. Allowing these people to know more about the product will attract them to consume more of it than what they are used to consuming.
The sales in the two geographical locations are different because of different consumer tastes and preferences. The economic situation in both countries is different too. Through publications and advertising, there is a continuous growth in the sales in Brazil and Canada. This is associated with the efforts that the company management is doing. The company has the slogan of “big feed equals to big taste.” The chocolate has an awesome taste, and the slogan is directly associated with the taste that customers would expect from consuming a product.
There is the difference in the packaging size of the two brands. Coffee Crisp in Canada is packaged in big sizes of up to 250 grams and as small as 50 grams. In Brazil, the small size has extra 5 grams to attract more customers and act as a bonus so that the product gets a competitive advantage over that of competitor company Hershey Company that is selling most chocolates with 50 grams (Tiffen 385). Although Nestle has extra five grams in the small size package, the prices for the chocolates are the same. This strategy has made Nestle have a bigger market share in Brazil than the rival company. Culture is different between the consumers in Canada and those in Brazil. Thie difference in culture influences the ingredients used in making the products distinct although they serve the same purpose.
A global brand is far much better for the society in that they are readily available to the community. Global brands are in most countries thus if a customer is loyal to that brand, he or she will have the opportunity to enjoy consuming the product at all convenient places. Global brands create employment for many people. For global brands, they open branches in various countries where they operate from to benefit the society (Douglas, Samuel, and Edwin 99). Individuals with incomes are secure and live happily. It also allows customers to have a choice on what products they will consume. In a market where substitutes exist in plenty for a product, customers will decide on what brand to use.
According to Fill (410), in global brands, communication is quickly passed. So many sources are giving the message about the brand to many customers. Proper communication allows customers to know what they exactly need from consuming a product. With global brands, the society is in a position to differentiate original goods and counterfeit goods. The companies that have international brands remain consistent with their brands in all markets. Consistency allows the society to understand these products better and remains sensitive in case there is a change in the product regarding quality, packaging or ingredients. These brands are promising to customers as they offer them satisfaction to their needs and wants. Global brands are safe for consumption, as used in many countries before reaching clients in a foreign country (Matanda, and Michael 9).
Works cited
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