|
|
|
Junior Member
 
Group: Forum Members
Last Login: 15/09/2008 14:36:03
Posts: 14,
Visits: 55
|
|
| as my final dissertation for my masters course I'm looking at nestle-yorkie chocolate bar. sales are dropping and I am brainstorming with my tutor on what to do. I would basicaly would like to know of any case alike, or meet anyone that would be interested in talk about this particular case of an ageing brand. It could also be as Yorkie costumer, anything may do. I am very advanced in the research so if you are interested in discuss about the chocolate market and the Yorkie brand please drop a line.
|
|
|
|
|
Forum Newbie
Group: Forum Members
Last Login: 09/07/2008 09:32:01
Posts: 1,
Visits: 8
|
|
| Hi there, firstly good luck with your project. I don't know of any case studies but it might be worth searching for any info on the Cadbury Wispa bar. They pulled it a few years ago but have bought it back recently in limited edition tranches and it's sold like crazy. I also can't remember the last time I saw any advertising for Yorkie? They used to have ads on TV (which maybe they still do) and promote it as 'not for girls' if I remember correctly. If they stop advertising, they don't get the recognition or brand stimulation when people are in shops looking at products. All the best, Chris
|
|
|
|
|
Junior Member
Group: Forum Members
Last Login: 15/09/2008 14:36:03
Posts: 14,
Visits: 55
|
|
Thanks Chris for your post
Wispa is a excellent evidence that, if a brand has potential, any revival is possible. although, I reckon that one of the keys for wispa success is the fact that you could not buy before the relaunch.
you know the say you don't appreciate something until is gone? this kind of thing...
you are right, yorkie hasn't advertised anything in at least 4-5 years, maybe more, being the last campaign you mention, 2001.
Advertising seem to be key in chocolate, no advertising no survival. I see my project now as a rejuvenation. Yorkie is an old brand, people start to forget about it, distribution shrinks...all that.
I'm doing much better now, thanks for your help
|
|
|
|
|
Forum Guru
Group: Forum Members
Last Login: 21/09/2008 12:28:48
Posts: 51,
Visits: 442
|
|
| Forget the product - look at the value of the brand - does it need re branding such as the 'not for girls' theme was about reverse physcology 'Im told not to have it so I will'. Look to be more creative - shows wide range of skills.
|
|
|
|