Segmentation Targeting And Positioning Of Nestle Marketing Essay

Segmentation Targeting And Positioning Of Nestle Marketing Essay Nestles promising to providing quality products to Singapore people. dates back more than 90 years ago trading MILKMAID condensed milk by Anglo-Swiss Condensed Milk Company. After the some years it has been provided in Singapore for Singaporeans, Nestlà © has won the trust of Singaporeans for being a food maker with the maximum safety and quality measurement with this products.   Nestlà © started its business and operation in Singapore in 1912 and has become successful in this country, largely as a net result of its operating principles. These seek primarily to:- Offer Singaporeans the mostly safety and quality measurement in our food and beverage products in Singapore. Nestle Utilized the most new and up-to-date advance technology and its accounted science-based experienced in the manufacture of milk food products. Nestle takes its broad responsible partner as a corporate citizen member by availability in community and social projects that contribute to the speedy development of the country. Nestlà © brands are household names in Singapore and very well-known company. These include MILO, NESCAFÉ, MAGGI, NESTLÉ NESVITA OMEGA PLUS ACTICOL, KIT KAT, PURINA, FRISKIES and many of other market competitors in their product categories.   Segmentation, Targeting   Positioning of  Nestle. Executive Summary Nestle is global company of milk products and nutrition, chocolates, beverage, catering  and  many  type  of  confectionary  goods.  It  has  its  millions  of  customers  worldwide. Today  Nestlà © Singapore Limited is on good positioned to grow through its business policy of  constant  innovation  and  renovation,  concentrating  on  its  core competencies and commitment to better and high quality, with the aim of availability to the  best quality food to the people of Singapore. In the report we have brought a  discussion about the marketing segmentation of Nestle, their target  market and positioning strategy in Singapore. The way Nestle chooses its different core customers different needs with a better way and how it fulfilled satisfaction its consumers by making greater  facilities by the aggregate of different products or marketing mixes is shown in market segmentation of Nestlà ©. In the area of market viewing we have talk ing how Nestle have made many segments and decided to expand their whole business in whole Singapore. In the end of this we have talking how Nestle available to the customers point more Efficiently and effectively comparing with their other manufacture competitors in the highly challenging food beverage market of Singapore by making  differentiation of target Users and customers. Nestle is the biggest nutrition and foods company in the globe, established his headquarter in Vevey, Switzerland. The journey of Nestle begins with Henri Nestlà © developed the first milk food for early in 1867, and saved the life of a neighbors child. This man makes a food for the needy babies who are not able to take mothers feed can use food as an alternative food. Henri Nestle left his job in 1875 but the Nestle was going on a top speed. In the coming year the Nestlà © company introduced condensed milk, so that the company became direct and strong rivals. After that the company was joined in 1905 with the a firm named Anglo-Swiss Milk company which was established by two  brothers  named  George  Page  and  Charles  Page.  The  firm  reenter significantly during the First World War  though it fall in debt, a banker provide facility and help it to less its debt. After the 2nd World War  , the company eventually increased its providing beyond its firsty c ondensed milk and infant formula  products. The 1920s saw Nestlà ©s first enter into new products, with chocolate the  Nestlà ©s  second  big important  activity. Nestlà ©Ã‚  felt the effects of World War II  immediately. Profits decreased from US$200 lakhs 1938 to US$60 lakhs in 1939. But after the World War II was the starting of a dynamic phase  for Nestlà ©. Growth speeder and companies were taken. At this time the company operates in 86 countries around the world and hired manpower around 283,000. Theoretical  Consideration Marketing  Strategies: The  Strategic  plan  provides  the  companys  overall mission and objective and new hpopes to achieve companys views. Through market segmentation, targeting and positioning the company takes decisions which customers it will provide and how. The company also makes designs a marketing mix made up of  factors under its control product, price, place,  promotion. Strategy of Nestle in Singapore:   Nestlà ©s required strategy is to cover only the developed area of Singapore. Thats why  they  are  doing  their  activities  in  main  and  metropolitan  cities  of  Singapore. They want to put babies and children healthy and ensure their  sufficient nutrition.  Thats  why  main and large range  of  their  products  are  baby  milk food  products. They also target new age generation to build a strong relationship by  providing various eatable products. In the information, we are going to point outs of Nestle is to segment, target the  potential customers and to positioning of their profitable products. Their  segmentations, targeting, positioning process are given below. Nestle want to change customers toward their products. Thats why they are offering  new  products  regularly.  They  also  provide  many  social competitions for babies to go their  mindset. In this report we are looking to focus of Nestle Singapore is to segment,  target  the  major  customers  and  to  position  of  their  profitable products. The relevant information is given below:- Market  Segmentation: The marketing concept asks for  understanding customers requirements and satisfying their  requirements and needs better than the others do. But many customers have different requirements and it hardly chance to satisfy all customers by treating them same just like. Market segmentation is the searching of part of the market that are not similar from other. Segmentation provides the firm to good satisfy the needs of its major customers. 1.  Clearer  understanding  of  the  requirements  and  needs  of  selected  customer  groups. 2. More effective positioning in this place. 3. Greater precision in selecting  promotional Transportation vehicles and techniques. Bases for  Segmentation: Users markets can be divided on the basis of these customer characteristics. 1. Geographic area 2. Demographic area 3. Psychographic area 4. Behavioral area Geographic: Nature: Nestlà © Singapore segmented its market for Nescafe Ice  depends on the geographic weather: warm hot and cold.   Nescafe Ice: A coffee which may be consume with ice. During warm season consumers making this coffee with normal, chilled or cold water mixing ice cube to  bring freshness in their body. Demographic Age: Nestlà © segmented market area for its main products based on the genration. For  the products Cerelac, Lectogen, Koko Krunch, Nido, Nestle divided the market area segment for new born baby and  children of different ages. Nido It is  nutritious milk specially makes for children 2 years onwards. It includes 25 minerals and vitamin D which helps childs growth. Cerelac : Nestle also provide cerelac for new aged baby. It contains milk and rice mixture for less than one  years baby. It fulfills babys proper nutrition in foods. Nesquick, Koko Krunch : above are chocolate milk for babies. Nesquick  and Koko krunch contain childs required growth. Its very sweet and delicious and also includes vitamin protein, mineral. Lactogen : Nestle Singapore brings full cream milk powder in the country. It gives baby required nutrition. Lactogen one is for childs whose age not more than 6months and lectogen 3 is for babies whose age  is below 1 year. Income : Nestle segmented their market based on customers earnings in an effective way. Occupation :  Nestle  segmented  the  market  based  on  their  users occupation. Nescafe classic : This product is for that type of persons those who work busy and hard and requireds more freshness. Both the male and  female who need more caffeine and this type of needs Nescafe classic is for them. Psychographic: Life  style  and  personality:  Nestle  Singapore  provides  KIT  KAT  these  people who really want to taste and enjoy chocolate. Nestle Nescafe 3 in 1 is for specially those users and customers who are really ingaged in activity and do not have more time. They can use by taking Nescafe 3 in 1.All the things are mixed sugar, milk and coffee. Behavioral Benefits Based on benefits Nestle Singapore segmented their market in an efficient way. So they make available Cerelac for those customers who want more  profit from the product. Cerelac includes  a high nutrition for babys whose age is less than 1 year. Two very important things rice and milk remain added in cerelac. On the other part, cerelac includes vitamin, more mineral and all major useful nutritious elements for babies.   Target Marketing: Market segmentation reveals the firms market opportunities. Then the firmsort  market  targeting  by  evaluating  the  many types  market  segments  and deciding which and in which quantity segments it will target.   Nestle examined the different type of market segments on the basis of  segment  size  and  growth,  segments,  structural  attractiveness,  and Nestle objectives and resources and decided to introduced their operation whole of Singapore country. Nestle distributes their target market because of having unique requirements and wants.  Nestle Singapore selected their  target market into two market coverage policy: Differentiated : Nestle also choose the differentiated marketing. He provides different product for many segments based on different ages, occupation, season and climate of Singapore. Nescafe 3 in 1 : Coffee for customers who are busy in life. Koko  Krunch,  Nesquick   :  Chocolate  milk  who  want  to  get  taste  of  real chocolate. Nescafe Ice : Cold coffee for the customer in hot and warm weather. Concentrated: Through concentrated marketing, Nestlà © earned a strong market position because of its very good knowledge of consumer requirement. In theniches  it  serves  and  special  reputation  it  acquires.  Nestlà ©Ã‚  specializes  in  producing baby foods. It offers nutritious milk powder Lectogen 1 for  babies whose age is less than 7 months and lectogen 3 for babies whose age is not more than 12month. It also make available baby nutrition cerelac for baby more than 12 months. Positioning Strategy: By  creating  product,  service,  channel,  people  and  image  differentiation  Nestle arrives the consumer touch point more easily, effectively efficiently in comparing with other competitors in the highly competitive food processing market. Product  Differentiation : Nestle brings a many of  product for target customers.   They make available 25 types of minerals in Nido for children. It also arranged Cereals  and  Lactogen 1  3  for  newly  born  baby  exclusively.   Now  the doctors says these products for childs to their parents for great maximum nutrition  Nescafe  is  a  product  which  contains  4  types  of  categories.  They  offer  Ã‚  Nescafe ice for hot and warm weather, They  provide  Maggi  including  Maggi  instant;  Maggi  2  minutes  which Includes and contain various minerals, vitamins and nutritions. Channel  Differentiation :  Nestle  reach  their  products  to  the  customersthrough  their  experienced  market  salesman  and  transportation.  So  that  their  Ã‚  products. are much easy to  their customers. Image  differentiation Nestlà ©s logo is  totally different from others competitors that are greatly choices by its users. For that way customer easily choose them in the  market which is another effective benifits for Nestle products. People differentiation The company has a large number of manpowers that are highly educated and trained. In Singapore, 400 employees are employed in market Company chairman; They are running this  business successfully for a long time. Service  differentiation Another  advantage  for  this  company  is  better  service for its respective users from its competitors. They provide 247  hot  line  service.  High  quality  checking  is  providing for  its customers. Its marketing dept. and public relation dept. are working for  finding out customers new needs and  response toward their nestle products. Positioning Statement Baby  Products To  babies  who  are  deprived  of  proper  nutrition,Nido,Cerelac,Lactogen are the very nutritious milk Product that provide you more use full nutrition different from any other brand because these includes different types of vitamin, mineral etc. GOOD FOOD for GOOD LIFE Conclusion The advent of consumer food products has brought an immense change in the field in the consumers food habit. Nestle has done well to adding its  customers  loyalty  operating  as  a  market  competitors  in  its industry. Nestle  is  one  of  the  largest  food  processing  company. Their products and quality mainly includes on their experience and efficiency.  Nestle provides quality that leads to good business growth and good development.It  has  segmented  the  market  based  on  certain  clustered  preferencesdeploying multi-stage segmentation approach to meet individual requirements of  the customers. Offering brand new products would also close its old products gaps to a great extend promise satisfaction and loyalty. In our report, we contribute to make available the segmentation, target marketing and  positioning  strategy  of  Nestle  and  suggest  some recommendations based on the marketing procedure.   IMC Stratgies PROMOTION Promotion activities perform a major role in re-launching any product. Addition in target market is make sure by personal selling. It adds persons in small stores describe the benefits to important customers about importance of milk in standard  packed form. Awareness performs the most important role. They should taste housewives on many places. Because they are the main servers of such kind of  nutritional diets to  their members of family. There are many promotional methods like personal sales, advertisements, sales  promotions, public relations etc.  but the method accepted by  Nestlà © for introducing  Nestlà © UHT Milk was advertising, outside printed media for advertising like, hording board, newspaper, posters outdoor etc.  Nestlà ©Ã‚  seeing the  old  customer  of  the  imported brands  and  potentials customers via its advertising promotions. In their advertisement, Nestlà © mostly focus the small kids who are the major  Ã‚  portion of our population and milk and such kinds of  Products  are  main  requirement  of  enhancing ability in  children  that  the  reason  Nestle launched  Nesvita  Milk  product especially  designed  for  younger  children  because addition of calcium diets in  routine diet chart is main  requirement. To remind the consumers about the nestle, Nestlà © also made some special platform for retailers and hold them on t heir shops and as make difference to other milk providing companies running in the country Nestle shows always attracting messages to feels customers that always drink milk but only I  real form . RE LAUNCHING large number of  competitors Nestle takes decisions to re-launch it product with different new packing. It was an opportunity for Nestle to control the market in that a way  that it will introduce. its all the discrepancies such as  shortage, inflation based pricings which given opportunity to the competitors to control the market. BELOW THE LINE Below the line includes following  mediums of advertisement. à ¢Ã¢â€š ¬Ã‚ ¢ Direct mail to users   à ¢Ã¢â€š ¬Ã‚ ¢ Outdoor  advertising à ¢Ã¢â€š ¬Ã‚ ¢Through Transit   DIRECT MAIL ADVERTISING It  is  any form  of  advertising  present  directly  to  the  new comers,  this can be  through the mail, fax, online computer services, sales personnels, retailers or  other means rather than through traditional mass  media. Leaflets/ flyers Nestle has distributes many types of leaflets, which inform information about Nestle Milk products, at different outlets. Folders / brochures Nestle distributes brochures of their product to their users through internet to make them inform of new research and innovations and products. This helps nestle in adding more customers. OUTDOOR Nestle expenses a big share of  their advertisement budget on the outdoor  advertisement in Singapore, which includes   à ¢Ã¢â€š ¬Ã‚ ¢Painted Billboards at different places à ¢Ã¢â€š ¬Ã‚ ¢MMT in various locations à ¢Ã¢â€š ¬Ã‚ ¢Vinyl Sheets located in public places à ¢Ã¢â€š ¬Ã‚ ¢ They have put on different themes of them, which are presenting different situations in which people  are  using  real  water.  According  to  the  NESTLE they  perform heavy outdoor advertisement to aware people about the presence of their product due to it is a product for which consumer never pre-determined plan to purchase it so to encourage them for the purchase of Nestle Milk Products they have to place billboards.  Beside  this  they rotate  the  posters  of  their  billboards  after  some months the reason for this is that users not interest in those themes when they see it for a longer time so when they exchange them and place the new different one that create the interest among the  people. TRANSIT ADVERTISING Transit advertising is a type of public places out of private media that adding bus and taxicab  advertising  as  well  as  posters  on  transit  places, Bus  terminals,  and Display at airports .Types of  transit advertising à ¢Ã¢â€š ¬Ã‚ ¢Inside cards in public transports à ¢Ã¢â€š ¬Ã‚ ¢Outside posters on Vehicles à ¢Ã¢â€š ¬Ã‚ ¢Terminal  posters at various locations à ¢Ã¢â€š ¬Ã‚ ¢Taxi / bus walls. Nestle 2010 Creating affordable access to protein [online] Available from: http://www.nestle.com/CSV/CSVinAction/SlideShows/essentialprotein/essentialprotein.htm Nestle 2010 Press Release [online] Available from: http://www.nestle.com/MediaCenter/PressReleases/AllPressReleases/NovartisMedicalNutrit http://www.nestle.com/Resource.axd?Id=602C42FE-04D6-4669-BEE1-1027492FE5E8 http://www.nestle.com/AllAbout/AtGlance/Introduction/Introduction.htm Vanhuele, M., Dreze, X., (2002). Measuring the Price Knowledge Shoppers Bring to the Store.Journal of Marketing. 66 (dhs), 72. Peter, J. P., Donnelly, J. H (2004).Marketing Management: Knowledge and Skills. 7th ed. China: McGraw Hill Book Co. 145. http://business.timesonline.co.uk/tol/business/movers_and_shakers/article6639144.ece?token=nulloffset=12page=2