Kinder Joy Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Kinder Joy through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Kinder Joy Product Strategy:
Kinder Joy is a chocolate confectionery, which is little egg-shaped, and majorly targets kids. This unique chocolate consists of delicious milk and cocoa cream with wheat germ and two crunchy wafer balls filled with cocoa cream. The product strategy in its marketing mix is to give kids chocolates & mini-toys together. The combination of this chocolate with a surprise toy attracts the chocolate loving kids. The unit volume of Kinder Joy is 20gm, which provides energy of 107Kcal. Earlier, it came up with one chocolate for boys and girls, and later it launched separate chocolates for both boys and girls. So, the company divided the kid's segment into two,‘for boys’ and ‘for girls.' The packaging of Kinder Joy for boys section is blue, and for girls section is pink. Toys given are also specific to boys and girls. The company offers the product in various ranges that are a pack of 8, a pack of 16, pack of 24 and pack of 48 in both the segments.
Image: Wikimedia
This concludes the product strategy in Kinder Joy marketing mix & strategy.
Kinder Joy Price/Pricing Strategy:
Below is the pricing strategy in Kinder Joy marketing mix strategy:
Kinder Joy is in very competitive confectionery market that consists of big players such as Cadbury, Nestle, Galaxy, Mars, etc. Kinder Joy uses ingredients such as milk, cocoa, and sugar, and these elements play an essential part in determining the price of the product.
The toy’s cost is also included in the overall price of the product.In addition to this, the product price also has to account for marketing and advertising costs. For 20gm chocolates, the product costs little higher than other competitors. When Kinder Joy got launched in India, its cost was Rs.30, and in a matter of 16 years its cost increased by Rs.10, and now the price is Rs.40. The consumers are attracted to the offering of the product that includes a toy. As chocolate with an exclusive breakable toy, which is an attractive feature for the kids.The parent company Ferrero is known for producing top quality chocolates with a thought of value for money.
Kinder Joy Place & Distribution Strategy:
Following is the distribution strategy in the Kinder Joy marketing mix:
Ferrero launched Kinder Joy in Italy in the year 2001, and It's been sold in Spain, Germany, China and was introduced in India later. In 2011, Ferrero opened a plant in Baramati, India, to produce eggs and other products, including Tic Tacs, Ferrero Rocher, etc. In 2015, the company began its first factory in Xiaoshan, Hangzhou, China, producing Kinder Joy as its first production line. As of September 2015, Kinder Joy is one of the top-selling confectionery products in China and received the Nielsen China Breakthrough Innovation Award. There are two ways of distribution channel used by Ferrero. The first one is through distributors, which is the primary mode of Kinder Joy to reach out to the customers through various retailers. The second one is through bulk buyers such as Walmart in the US, Tesco, and Lidl in Europe, Big Bazaar, Hypermarket, More, etc. By involving two distribution channels, the accessibility of the products offered by Ferrero has become very easy.
Customers can find Kinder Joy very quickly in the market.
Kinder Joy Promotion & Advertising Strategy:
The promotional and advertising strategy in the Kinder Joy marketing mix is as follows:
Ferrero positioned in the market as “invented for kids, approved by mums.”.This little motto build the image of the product as healthy and tasty. The offline promotion has been done through tv, media, advertisements, newspaper, etc. The online promotion has been done through various social media platforms, through the website, etc. Kinder Joy tied up with Amazon to show the visibility in online selling platform. The overall advertisements of the product in the emerging market are lacking. It should be promoted in a better way to increase the direct sales of the product. Hence, this completes the Kinder Joy marketing mix.
About Kinder Joy:
Kinder Joy is a unique idea that is a delight for small children ranging from 3-12 years. It is packaged in an egg-shaped small plastic box splits into two, one half contains layers of cocoa balls and milk cream, and the other half includes a toy. The name of the parent company of this chocolate is Ferrero, which is an Italian confectionary company, and this chocolate is a part of Ferrero’s kinder brand of products.
Kinder Joy got launched in 2001 by the parent company, and in a matter of thirteen years, it was sold in more than 100 countries. This is a tremendous achievement of any newly launched product, Ferrero positioned kinder joy in the Indian market so well that it attracted many children and promoted the chocolate as a healthy chocolate brand.
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