...BUS1BUF MARKETING REPORT Individual Assignment By Stephanie Theodorou 17412907 Words: 1,974 Table of Contents Executive Summary 3 Introduction/Company Overview 4 Market Description 5 SWOT Analysis 6 Strengths 6 Weaknesses 7 Opportunities 7 Threats 7 Recommendations 8 Target Market 8 Geographic 8 Demographic 8 Psychographic 8 Behavioural 8 New Product Description 9 Product 9 Place 9 Price 9 Promotion 9 Customer Value Proposition 10 Product Justification 10 Reference List 11 Appendix 12 Executive Summary This report outlines an overview of the Nestle S.A. Company in terms of current markets, history, product lines, etc. Nestle is known to be a strong, profitable company within the food and beverage industry, consisting of many brands within a range of product categories. The functional drinks market in Germany has seen reasonable growth in value and volume within the past few years with a 3.3% increase in revenue from 2012 to 2013. The current market leader in Germany’s functional drinks market is PepsiCo, Inc., followed by Red Bull Gmbh, The Coca-Cola Company, and finally Nestle. The leading distributing channels for functional drinks in Germany are supermarkets (as the leader by far), on-trade, independent retailers, and specialist retailers. A SWOT analysis was used to determine Nestle’s strengths, weaknesses, opportunities, and threats in Germany’s functional drinks market. Strengths include, strong brands across various...
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...Nestle - Company Profile “Good Food, Good Life” - Nestlé is one of the world’s leading health, wellness and nutrition company (Nestle, 2012). With the mission of providing the most nutritious and best tasting variety of food and beverages to its customers around the globe. Nestle is the largest food and beverage company is the world in terms of revenue. Nestle was formed in 1905 when Henri Nestle and Anglo-Swiss Milk Company merged together with its headquarters in Switzerland. Currently Nestle own nearly 8000 different brands around the globe and employs 328,000 workers and controlling several operations and manufacturing unit in almost every part of the world (Nestle, 2012). About 28 of the Nestle brand have got annual revenue of $1.1 Billion and company revenue, which is almost (83.7 Billion Swiss Franc). Nestle is a public owned organization with subsidaries in almost every corner around the globe, Nestle Malaysia is one of the subsidiary (Nestle, 2012). Nestle with its unique geographic existence worldwide, has built a competitive edge of their competitors. Company has managed to adopt variety of cultures and traditions and has built an emotional relationship with its customers and suppliers. Marketing Environment: Nestle is operating in food industry and it is essential to accept the environmental factors affecting their stakeholders. This includes both Macro and Micro factors and in order to remain competitive Nestle has to tackle these factors. Being...
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...Introduction Nestle is the world's leading nutrition, health and wellness company and its mission of "Good Food, Good Life" has for objective to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night (Nestle, 2010). Having more than 450 manufacturing facilities in over 80 countries spreading over six continents (Mattera, 2010). Nestle believes that food and beverages play an increasing role in people's lives, not only in terms of enjoyment and social pleasure, but also in terms of personal health and for nutritional reasons (The World of Nestle, 2006). 1. Identifying two examples of marketing concept in Nestle Before any company would begin any marketing process, it must develop a marketing concept to identify how it going to address the wants and needs of its customers. Kotler & Armstrong (1996) defined marketing concept as a marketing philosophy that sees the consumer or client as the central focus of all the activities of an organization. In this regard (Nestle Good Food, Good Life 2010) mentions that Nestlé’s priority is to bring high quality, safe, and nutritious foods and beverages to people wherever they are and whatever their needs The company has developed many approaches in line with this outlining mission. Two examples of this marketing concept are elaborated below. (a) Putting the customer first. According to The World of Nestle (2006), Nestle has bound...
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...------------------------------------------------- Student Registration Number: | 130198710 | | | Word Count: | 2230 | Marketing Audit of Nestlé Crunch Introduction: Nestlé Crunch is a famous chocolate confectionery in the US market, and take up almost 2% market share of the total (Barton 2014). This market audit will be split into three section, and separately analyze the business environment, marketing mix and STP (Segmentation, targeting and positioning). Finally, a conclusion will be drawn in the end of this assignment. Business environment analysis: In this part, it will analysis the business environment by using PEST model, Competitor analysis and consumer behavior theory. PEST Analysis - Political: In general, the political factors includes laws, regulations and taxation that may influence the decision of the company. As the industry of chocolate confectionery is a common goods for the consumers in the USA, so it is less possibility for Nestlé Crunch to be influenced by the political environment. Also, the most important things that Crunch should considered is the regulation about its food safety, which was regulated by U.S Food and Drug Administration (FDA). And Crunch should conform to the requirements of the safety law, such as origin, manufacture and designs. PEST Analysis - Economic: Economic factors have great effect on the operating of company, both on its supply and demand side. Nestlé should consider the unemployment, inflation and economic growth rates, etc. As the table 1 shows...
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...Section: 107 Marketing Plan Nestle Marketing Plan Nestle NESTLE When thinking about food and beverages leading organizations, a name that immediately comes to our minds is Nestle which is the world’s largest food production company in terms of profit and products diversity. The Swiss based company was founded in 1866 by Henri Nestle, it all started when Henri Nestle who was a pharmacist developed a milk-based baby food and named it Farine Lactée Nestlé. He used his surname which means ’little nest’ in both the company name and the logotype, the nest symbolizes security, family and nourishment which summarizes the message that the company wanted to deliver through its products. The logo till today plays an essential in nestles profile. As years have passed, the Nestlé family has grown to include chocolates, soups, coffee, cereals, frozen products, yoghurts, mineral water and other food products. Beginning in the 70s, Nestlé has continued to expand its product portfolio to include pet foods, pharmaceutical products and cosmetics too. Nestle kept inflating and expanding its presence in the market and develop new products accompanied by preserving high quality and great standards. Business Nestle is a Swiss transnational food and beverage company headquartered in Vevey, Switzerland, Nestlé's products include baby food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. The Nestle family embraces...
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...Nestlé S.A. is a Swiss multinational food and beverage company headquartered in Vevey, Switzerland and it’s largest food company measured in the world. Nestlé’s origins date back to 1866. Their product includes baby food, diary products, bottled drinks, cereals, snacks and ice cream. It is the most astronomically immense food company in the world quantified by revenues. In September 1867, in Vevey. Henri Nestlé started with a milk-based baby food, and soon began selling it. Daniel Peter begin seven years of work perfecting his invention in the milk chocolate manufacturing process. In August 1866, Anglo-Swiss Condensed Milk was established and this is where their history begins and today Nestle has became a world leading food company. Nestle remains the quality and nutrition of their products. Nestlé and other corporations engender a good standing relationship with the countries’ regime for the future of their corporation. The rise in IT consuming which concerns the sale of hardware, software, machineries, and related internal and external services has improved the efficiency of distribution and production between the seller and the consumers. It also contributed to the enhancement of IT systems of companies, especially those who operate in an industry that deeply rely on technologies. And Nestle is definitely one of them. In appeasing local and government laws and regulations in different countries, economical factors like rates of inflation and exchange play a very important...
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...Operations Management Fall Semester 2011 Final Project “Operations management at Nestle” Instructor: Prepared by [pic] Table of Contents |List of Abbreviations………………………………………………………………………………………………… |3 | |List of Figures/Tables………………………………………………………………………………………………... |4 | |Executive summary…………………………………………………………………………………………………… |5 | |1. Introduction…………………………………………………………………………………………………………. | | |2. Company’s background | | | 2.1 History of Nestle………………………………………………………………………………………………... | | | 2.2 Nestle strategy…………………………………………………………………………………………………… | | | 2.3 Current situation of Nestle in Kazakhstani market……………………………………………………………… | | | 2.4 Major products…………………………………………………………………………………………………...
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...PHILIP KOTLER Philip Kotler (born May 27, 1931 in Chicago) is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University Why chocolate? I. According to a recent study conducted by a major chocolate brand in India the major consumers of chocolates apart from kids are teenagers and people between the age of 15 - 35. Most of the chocolate brands in India produce chocolates in different sizes that are priced according to their sizes. Chocolates like Diary Milk and Five Star can be got for just Rs 10. Chocolates in India are slowly and steadily substituting the mithai or traditional Indian sweets. Due to the increasing levels of social consciousness people prefer gifting well wrapped chocolate packets rather than sweets on occasions and festivals. Taking advantage of this situation GATHERING AND ANALYSING MARKET INFORMATION PRODUCTS Amul chocolates Parent Company Amul Category Chocolates Sector Food Products Tagline/ Slogan Taste of India USP Quality and affordability STP Segment Quality conscious children and adults Target Group Kids and youth Positioning Taste of India by giving them quality products SWOT Analysis Strength 1. Good product range which includes chocolates, toffees, syrups etc 2. Good quality and packaging 3. Excellent distribution network of Amul ensure availability 4. Branding and advertising through TVCs and print ads is popular 5. Pricing is good as...
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...Nestlé is the largest food and beverage company in the world. Founded and headquartered in Vevey, Switzerland. It is also well on its way to becoming world leader in nutrition, health and wellness. Nestlé is more than just the largest food and Beverage Company in the world. Increasingly, Nestlé is becoming the world’s leader in nutrition, health and wellness. Nestlé was founded in 1866 by Henri Nestlé and is today the world's biggest food and beverage company. Nestlé employ around 250,000 people from more than 70 countries and have factories or operations in almost every country in the world. -BACKGROUND: Nestle company had started off from a single man's idea, and developed into a giant corporation. In 1866 Henri Nestle, a pharmacist, developed a milk food formula for infants who were unable to tolerate their mother milk. His product became a success, and it created a demand throughout Europe. As Nestlé's popularity grew more businesses wanted to merge and become partners with Henri Nestlé's business. From 1866 to 1947 the Nestle Company had gone through several name changes. In 1905, Angelo-Swiss Condensed Milk Co. and Farine Lactee Henri Nestle merged and the company's name became Nestle & Anglo-Swiss Condensed Milk Co. Then in 1929, Peter-Cailler-Kohler Chocolate Suisse's S.A merged with the company. The name was then changed to Nestle &Angelo-Swiss Holding Co. Ltd, on November 27, 1936. In December 1947, Co acquired all shares capital of the Alimentana S.A Company...
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...Environmental Factor for Nestle Andrea Trahan MKT 421 July 30, 2012 Kenneth Peter Environmental Factor for Nestle Global Marketing has advantages that allow for centralize management and coordination of critical business functions, such as human resources, finance, and product development, according to Hammond (2012). Domestic Marketing strategy assumes consumers in different countries or geographic regions differ from one another and are ideal for highly differentiated products, according to Hammond (2012). Because it is on a local level, domestic marketing is decentralized because management responds on a local level. Potential barriers in domestic marketing are legal, political, and cultural. Culture is the biggest barrier. With global marketing some of the barriers are language barriers, market differences, no market for products and inaction. Nestle is a company that is global as well as domestic. Nestle first started in 1866 in Cham, Switzerland by Anglo Swiss condensed Milk Company, according to Nestle.com (2012). In 1867 Henri Nestle a pharmacist created one of the world’s first infant cereals in Vevey, Switzerland. The two companies merged in 1905 to become Nestle. Headquarters are still In Vevey and employ around 330,000 in 150 countries and 461 factories or operations in 83 countries. “Switzerland is a country that can be regarded as one having a Strong regionalism kind of culture which thus makes it quite difficult to refer to Swiss culture as...
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...MBA Marketing Project Reports Friday, May 21, 2010 NESTLE PROJECT TABLE OF CONTENTS SERIAL # PARTICULARS PAGE # 01 TABLE OF CONTENTS 02 02 ACKNOWLEDGMENT 03 03 INTRODUCTION TO NESTLE 04 04 HISTORY OF NESTLE 05 05 VISION OF NESTLE 07 06 MISSION STATEMENT & OBJECTIVES OF NESTLE 08 07 ORGANIZATIONAL CHART 09 08 BRANDS 11 09 EARNINGS 12 10 SWOT ANALYSIS 13 11 MARKETING 14 12 STRATEGIES ADOPTED BY NESTLE 15 13 COMPANY ENVIORNMENT 20 14 CO-OPERATE GOVERNANCE 21 15 PORTER FIVE FORCES ANALYSIS OF NESTLE 22 16 APPENDIX 23 ACKNOWLEDGEMENT First and foremost, we would like to thank Almighty Allah for giving us the ability and strength to complete this project. Secondly, we are also thankful to our respective parents for providing us with the opportunity to receive higher education in such an accomplished institution that required us to carry out such projects that expand the dimensions of our mind. We are definitely not forgetting to recognize the efforts and support of our teacher SIR S.M FAHEEM, without whom this project would not have been possible. Who give us the opportunity to work on a project, which not only enlarged our vision but also show, us the real picture of the market Management? Our special thanks to the group members, who have whole-heartedly work for the completion of this report. All of us have earned a valuable and worthy experience during the project. INTRODUCTION Nestlé was founded in 1867 by pharmacist...
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...MANAGING DIVERSITY – NESTLE COPORATION Agustín López Sánchez – MIB; Group: B. The company I have chosen to analyze how is being managed the diversity in terms of different nationalities and gender is Nestle Corp. As almost everybody knows, Nestle is a Swiss multinational company that makes food and beverages including baby food, bottled water, breakfast cereals, coffe, confectionery, ice cream, pet foods and snacks. Also it has well-known brands like Nespresso, Nescafe, Kit-Kat, Smarties, Nesquik, Vittel and Maggi. At a current time they have around 450 factories around the world and operates in almost 86 countries employing 339.337 workers. It is unquestionable that managing diversity have become a challenge for this type of company. Managing and treating people from almost 86 nationalities and try to adapt their strategy to the different customer needs and demands in those countries is an incredible tough work, and quite admirable. But it turns even more complicated inside the company at the time to transmit the company’s values, morals, know-how, ethics, etc… from the original idea. The idea that came from its foundations, in Switzerland, Europe. It is indubitable that the perspective, approaches, visions and different set of cultures that come from Switzerland are absolutely different from all of these countries the company decided to establish its operations in order to externalize their business. Therefore we can easily identify not only the challenge to repeat the...
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...NESTLE PURINA PETCARE | Purian was founded in 1894 as Purina Mills, merged with Nestle in 2001, named Nestle Purina Petcare. It produces pet foods, treats and litter includes more than 40 brands sold in 100 countries. Nestle Purina is the leader comapany in pet food sales, volume and market share in the The United States as of 2012 worth 12 Billion USD. Product and Service - Customer Description and Product Distribution | Nestle Purina Pet care occupies the top spot in pet food industry with 28% of market share in US, provides value to consumers by providing high-quality; nutritious pet products that can help enrich their pets’ lives. It also provides insurance for pets under its Purinacare insurance. Its core philosophies include promoting responsible pet care, humane education, community involvement, and the positive bond between people and their pets(2015a). An extensive strong portfolio of brands provides the company with a competitive advantage, and results in steady revenues and profit. In 2015, 85.8 million Cats and 77.8 million Dogs lived in household in the United States as pets(2015c). Purina’s Primary target customers are men and women between 25-54, work in office occupation with average-high income to spend on premium products for their pets, secondary target is men and women 18-49 with other forms of employment...
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...BACKGROUND Nestle is the world's leading nutrition, health and Wellness Company. Their mission of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night. Nestle Foods was started by Henri Nestle in the mid eighteenth century, headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues. In his bid to find an alternative to breast milk for babies whose mothers could not nurse in order to reduce infant mortality. Consequently Nestlé’s first customer was a premature infant who could tolerate neither his mother’s milk nor any of the conventional substitutes and had being given up for lost by doctors. The value of the product was recognized after it saved the child’s life. Henri Nestle showed an early understanding of the power of branding as he adopted his very own coat of arms as the company’s logo and refused to allow Nestle in various countries to have different logos. The coat of arms reflected his name; which meant little nest in his dialect as it consisted of a birds’ nest with a mother bird and her three little chicks. The company expanded its product base very quickly, with the collaboration of Daniel Peter whose company figure out the mix of milk with cocoa powder to make milk chocolate. They also merged with Henri Maggi’s whose company created powdered soups and bouillon cubes, sources and flavorings...
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...NESTLE’: SUSTAINING GROWTH IN MATURE MARKETS 1. Describe the characteristics of each of the following elements in the Current Competitive Landscape: a. Globalization - Nestle’operates in 77 countries and sells its products in all 6 continents. Its global position is further enhanced by acquisition of companies which have an established global presence. b. Technology – As part of the GLOBE initiative, Operation Excellence program was implemented which deals with creating concepts & systems to optimize productivity, improving supply chain, eliminating overhead & reduce product complexity. Installation of common information systems in order to integrate all information from all business units. c. Knowledge - As part of the thrust to achieve internal growth , the company invested on extensive research and development . Existing products undergo improvement/changes such as changes in shape, packaging or even taste. Other products are being moved to a new promising product segments in order to maximize earning potential. d. Strategic Flexibility – The launching of Global Business Excellence initiative or GLOBE has transformed Nestle to what success it is enjoying at the moment. GLOBE covers a broad range of strategic objectives and also to improve operational efficiency by integrating the company’s businesses on a global scale. e. Quality – Putting into consideration consumers whose primary motivation to purchase a product is the product’s...
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