Marketing Strategy of Nestle
Contents
• Introduction to Nestlé
• Business Portfolio & Growth Strategies
• Marketing Environment
• Market Segmentation & Positioning Strategy
• Advertising Strategies
• Conclusion
Introduction
• Food and beverage company
• Headquartered in Switzerland
• Ranked #72 on the Fortune Global 500 in 2014
• Nestlé’s products include baby food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks.
• Twenty-nine of Nestlé’s brands have annual sales of over CHF1 billion (about US$1.1 billion)
• Nestlé has 447 factories, operates in 194 countries, and employs around 339,000 people.
• Henri Nestlé established Nestlé in 1867 in Switzerland (Vevey HQ)
• His first product was lactogen formula for
infants by the name “Farine Lacteé”
Nestlé in Pakistan
• Nestlé Pakistan Ltd. is registered on Karachi and Lahore stock exchanges.
• Established its first production unit in 1988 in Sheikhupura named as Nestlé Milkpak Limited. Now Nestlé Pakistan Ltd.
• Headquarter in Lahore
• Multi Product Factories in Sheikhupura, Kabirwala, Karachi
• Water Factories: 1 in Islamabad , 2 in Karachi
Mission Statement
• "We strive to bring consumers foods that are safe, of high quality and provide optimal nutrient to meet physiological need. Nestle helps provide selections for all individual taste and lifestyle preferences.“
• Motto:
"Good Food, Good Life."
Vision Statement
"Nestlé's aim is to meet the various needs of the consumer everyday by marketing and selling foods of a consistently high quality."
(Beverages)
• Nescafé
• Nespresso
• Nesquik
• Milo
• Nescau
• Nestlé Pure Life
• Deer Park
• Vittel
• Nestlé Aquarel
Milk products, nutrition and Cream Products
• Nido
• Nespray
• La Lechera
• Carnation
Prepared dishes, cooking aids and pet care
• Maggi
• Stouffer’s
• Buitoni
• Herta
• Thomy
• Crosse & Blackwall
• Winiary
• Friskies
Chocolate, confectionery and biscuits:
• Kit Kat
• Smarties
• Lion
• Crunch
• After Eight
• Polo
• Cailler
• Butterfinger
• Orion
• Caja Roja
• Sao Luiz
• Star
Growth Strategy
• Transnational strategy
• Localization strategy
• Customization
Marketing Environment
• Micro Environment:
a) Suppliers
b) Marketing Intermediaries
c) Customer
d) Competitors
• Macro Environment:
a) Political Environment
b) Cultural Environment
c) Economic Environment
d) Technological Environment
Market Segmentation
• Geographic
• Demographic
• Psychographic
• Behavioral
Geographic Segmentation
• Weather:
Nescafe Ice: Summer
Nescafe Classic: Winter
Demographic Segmentation
• Age:
Lectogen, Cerelac, Nido
• Occupation:
Nescafe Classic
• Income
Psychographic Segmentation
Life style and personality:
• KIT KAT
• Nescafe 3 in 1
Behavioral Segmentation
Benefits:
Cerelac
Target Marketing
Undifferentiated:
Nescafe 3 in 1 * Maggi noodles * Kit Kat
Differentiated:
Koko Krunch, Nesquick , Nescafe Ice
Concentrated:
Baby foods
Positioning Strategy
• Product Differentiation
• Channel Differentiation
• Image differentiation
• People differentiation
• Service differentiation
Advertising
• Nestlé is doing the selective demand advertising that is intended to stimulate demand for individual brands.
NPL :
There is one water, which gives you, hope, happiness and trust and that water is Nestlé Pure Life. It is pure, safe, and healthy water.
• Sales Promotion
• Public Relations
• Publicity
Conclusion:
Food products has brought a immense change in the field in the consumers food habit.
Nestle has done well to enhance its customers loyalty operating as a market challenger in its industry.
Nestle is one of the largest food processing company.
Their products and quality mainly depends on their experience and efficiency.
Nestle believe on quality that leads to good business and good development.
It has segmented the market based on certain clustered preferences deploying multi-stage segmentation approach to meet individual needs of the customers.
Offering new products would also close its existing products gaps to a great extend ensuring satisfaction and loyalty.
In our report, we try to present the Marketing Strategies through segmentation, target marketing and positioning of Nestle
Bibliography
• http://www.strategicmanagementinsight.com/
