Professional Documents
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Marketing Strategies of Nestle
Marketing Strategies of Nestle
Marketing Strategies of Nestle
BBA lll
Ali Raza
14-Arid-4830
Contents
• Introduction to Nestlé
• Business Portfolio & Growth Strategies
• Marketing Environment
• Market Segmentation & Positioning Strategy
• Marketing Mix of Nestle
• Advertising Strategies
• Conclusion
Introduction
1938
1875
1966 1988
History
Logo
Headquarters Switzerland
Current CEO Paul Bulcke
Revenue CHF 92.2 Billion (2012)
Profit CHF 10.6 Billion (2012)
Employees 328000 (2012)
Main Competitor Unilever VN, Hershey Foods, Kraft Foods,
Cadbury Schweppes, Group Danoe
Nestlé in Pakistan
• Motto:
"Good Food, Good Life."
Vision Statement
ZONAL
MANAGER
REGIONAL
MANAGER
SALES
AREA SALES
ADMINISTRATION
MANAGERS
EXECUTIVE
TERRITORY
INCHARGES
SALES
DISTRIBUTION
STAFF
Organizational Structure
Portfolio
(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
Cosmetics
• L'Oreal
BCG Approach
High
Question Mark Stars
Don’t know what to do with
Opportunities; Doing Well,
Decide whether to increase Great opportunities
Market Growth
investment
Magi 2-minuts noodles Mineral Waters Brands: NPL
Low High
Market Shares
Growth Strategy
Strength Weakness
Product diversity Criticism
Opportunity Threats
Building partnership
Broad Sale Channel Changing trend
Raising Prices of Raw materials
Marketing Environment
• Micro Environment:
a) Suppliers: Suppliers provide the raw material resources, unfinished
goods and labors to the company in order to produce goods and services
b) Marketing Intermediaries: The market intermediaries of the
company help to advertise, sell and distribute its product to the
end customers.
c) Customer: Immediate customers of Nestle are retail and
grocery stores
d) Competitors: Petra Foods Limited, Yeo Heap Sang Limited,
Mail Dairy Industry Co. Ltd
Marketing Environment
• 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: Lactogen 1 is for babies less than 7 months
Lectogen 3 Is for babies below 12 months
Cerelac: For under 1 year baby
Nido: For children of 2 year
Demographic Segmentation
• Occupation:
Nescafe Classic: For those who work hard
• Income:
Nestle segmented their market based on customer's earnings in an
effective way
Psychographic Segmentation
Benefits:
Cerelac:
For those customers who want more benefits from the products
Cerelac contains vitamin, mineral and all nutritious elements for
babies
Target Marketing
Undifferentiated:
Nescafe 3 in 1 * Maggi noodles * Kit Kat
Differentiated:
• Koko Krunch, Nesquick: Chocolate milk who want to get taste of
chocolate.
• Nescafe Ice: Cold coffee for the people in hot weather.
Concentrated:
Nestlé specializes in producing baby foods
Positioning Strategy
P Product
Marketing
P Price
Mix
P Place P Promotion
Advertising
• Sales Promotion:
• Public Relations:
• Publicity:
Conclusion:
• http://www.academia.edu/
• http://www.marketing91.com/
• https://en.wikipedia.org/
• www.slideshare.net/
• http://www.nestle.com/
• http://www.strategicmanagementinsight.com/
• http://bib.kuleuven.be/
• www.gotabout.info/
Thank You