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Terms of Reference This document reports the marketing implications of need recognition, information search, evaluation of the alternatives, purchase and the post-purchase evaluation stages of Nestle Cookie Crisp.
Introduction In producing and marketing a new product, most companies research the buying decisions of the consumer to find; what consumers buy, where they buy it, how and in what quantity they buy, when and why they buy.
The model in Figure 1, as found in Kotler et al , shows the stages that the consumers pass through to reach a buying decision see Appendix 1.
The five stages are need recognition, information search, evaluation of the alternatives, purchase decision and postpurchase behavior. In marketing Cookie Crisp, a breakfast cereal, it is important to influence each stage of the buying process to ensure a favourable response to the product.
The next section will look at the marketing implications of the five stages. Need recognition The buying process starts with need recognition. According to Kotler et al , this is where the consumer recognises a problem or need.
This need is triggered by internal stimuli such as biological desires and external stimuli which would be a desired state as opposed to the actual state of the consumer.
Cookie Crisp is intended for consumers who enjoy chocolate chip cookies. The image of cookies on the packaging highlights the bite-sized chocolate chip cookie cereal and creates the need of not only hunger but also the need for a cereal that gives the satisfaction of consuming chocolate chip cookies.
Information search Now that the need has been identified, the consumer may or may not search for more information.
If the consumer does not search for more information, a satisfying product must be near at hand for him to buy. Most of the information that a consumer receives comes from commercial sources which are controlled by the marketer Kotler et al, Therefore, the onus is on the marketer to utilise the avenues that would influence the consumer.
This would include doing research to find out what would attract the customer and put those findings into advertising, packaging and displays.
Cookie Crisp in using a mascot, a wolf who, in animated advertisements, makes attempts to steal the cereal from a group of children and also emphasises that the cereal is like a cookie.
The use of animation and a fun wolf who schemes to get the cereal is targeted at attracting a younger market. While commercial sources may inform the consumer, personal sources of information such as reviews or awareness of a product from family, friends, neighbours and acquaintances evaluate products for the buyer.
Evaluation of alternatives According to Jobber and Fahy , there is a criteria used to evaluate alternatives; technical, economic, social and personal criteria.
Technical criteria in this instance would be related to taste and looks of Cookie Crisp. Contains iron calcium folic acid.
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Have one to sell? Sell on Amazon. Image Unavailable Image not available for Color:. In July , Cookie Crisp Sprinkles   were introduced.
They are vanilla cookies with small sprinkles on them. The cereal is said to be gluten free. Cookie Crisp Brownie  was introduced in the U. In , Ralston sold their cereal line to General Mills, who soon after changed the recipe, prompting many Cookie Crisp lovers to seek the original taste in knock-off and foreign brands.
This cereal has cookie pieces that represent Chips Deluxe and are strikingly similar to Cookie Crisp. Introduced in , the first Cookie Crisp mascot, Cookie Jarvis,    was a wizard in the Merlin mold, who with one wave of his wand, magically turned cookie jars into cereal bowls, usually chanting rhyming incantations along with it.
He was voiced by Lennie Weinrib. Cookie Jarvis was joined  by Cookie Crook,  an anti-hero robber who attempts to steal the Cookie Crisp, in the mids, followed by his opponent Cookie Cop full name Officer Crumb , a police officer reminiscent of the Keystone Cops with an Irish accent who thwarts the Cookie Crook's attempts to steal the Cookie Crisp.
Eventually, the format of the ads changed to full animation, and the duo was portrayed as the size of normal humans; an even more slapstick approach similar to Looney Tunes was used in these commercials.
In , the Cookie Crook was given a sidekick named Chip the Dog. In the format of the advertisements, Chip was a friendly pooch, no longer wearing a mask, who offered Cookie Crisp to a group of kids.
Typically an adult would interfere on the grounds that cookies are not breakfast food.Nestlé Cookie Crisp ist ein leckeres Kinderfrühstück mit dem Geschmack von Schoko-Knusper-Keksen und 34% Vollkorn. Hier mehr erfahren! NESTlÉ COOKIE CRISP knuspriges Cerealien Kinderfrühstück mit dem Geschmack von Schoko-Knusper-Keksen und 34% Vollkorn. Mehr erfahren! colorandtalea.com: Nestlé Cookie Crisp, Cerealien mit Vollkorn in Keksform als Kinderfrühstück, 1er Pack (1 x - Jetzt bestellen! Große Auswahl & schneller Versand. Nestlé Cookie Crisp Cerealien mit Vollkorn in Keksform als Kinderfrühstück g im Online-Supermarkt ✓ Lieferung zum Wunschtermin» 7 - 22 Uhr ✓ Jetzt bei.
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