Product Description
Nestle Toll House Cookie dough refers to raw baking dough used to bake cakes and cookies made of chocolate, milk, eggs and wheat ingredients among other flavors and additives. The cookie dough is composed of butter, sugar and semi-sweet chocolate chips which are mixed with the wheat flour and the eggs coming up with a sweet bite when baked in an oven. The product or the bite is an inventory of Ruth Graves Wakefield, who was the owner of Nestle Toll House, which is the baking brand that has provided American households with chocolate cookies and chips for more than five decades.
Market performance of the Nestle cookie dough
The US soldiers fighting in World War II were the primary consumers of the Nestle chocolate cookies when they were at the field. As they were writing letters to their families at home, they asked them to send them some cookies which made the brand famous due to the endorsement from the soldiers. Ever since the product penetrated the market, it has been consistent through the adoption of measures such as aggressive marketing where they force their competitors out of the market through lowering their prices. The firm has acquired adequate information and strategies to maneuver in the competitive industry since it has existed in the market for over 50 years and has had the required experience. The primary measure the company has incorporated is ensuring that the quality of their product does not deteriorate is quality maintenance. The firm ensures that their bites improve in quality which enhances the capturing of new clients.
Marketing the product
The marketing team of Nestle Toll House has adopted aggressive marketing strategies such as a social media marketing platform to increase the sales of their product. Currently, online advertisement and commercialization have proved to be the most efficient marketing strategy. The effectiveness of the approach is attributed to the fact that the product, through the online forum, has reached global clients who provide a broad market for the commodity (Popova, 2011). However, the marketers also tend to invest other forums such as the media tabloids, TV adverts, and radio announcements among others. Also, the firm places large burners and posters at strategic locations to enable existing and potential consumers to view the latest developments on the product. Through such marketing strategies, the product reaches a broad market which depicts significant sales showing efficiency in the Nestle Toll House.
The size of the Market for Nestle Toll House Chocolate Cookie Dough
Nestle Chocolate cookie dough has dominated the chocolate industry worldwide with variations on the recipe being made depending on the taste and preferences of the consumers in the locality. In the US, the brand is one of the most preferred brands since the households relate the experience it has had in the market makes the firm produce quality bites. Currently, Nestle Toll House shares the chocolate market in the world with Cadbury London and Mars Inc since the three are the top global producers of chocolate.
Growth trends in the chocolate market
In any market system, diversification is vital in ensuring capturing of clients. The chocolate industry has depicted various changes as producers are trying to attract as many customers as possible. For instance, the bakers of the chocolate bites have invested in increasing the variety of cookies available through changing the flavors and the ingredients. Also, cereals have been introduced in the chocolate bites and cookies, which increase the nutrient content of the food stuff. Another emerging trend is layering and branding of the chocolate products and flavors (Mogelonsky, 2016). Firms have branded other products with the chocolate flavor which has the effect of increasing the popularity of chocolate. Also, nuts such as Hazelnut, almond and peanut have been introduced in the chocolate branding. When such nuts are mixed with the chocolate, they tend to form delicacies that fully satisfy the needs of the clients.
References
Mogelonsky, M. (2016). Chocolate Innovation: the key 10 trends driving the global chocolate confectionery market | Mintel.com. Mintel.com. Retrieved 30 April 2016, from http://www.mintel.com/blog/food-market-news/chocolate-innovation-the-top-10-trends-driving-the-global-chocolate-confectionery-market
Popova, I. (2011). Measuring the effectiveness of internet advertisement. PIEB, 51-54. http://dx.doi.org/10.15208/pieb.2011.12
