...Nestle Marketing Plan Benjamin Tello ERAU Table of Contents Abstract…………………………………………………………………...……………………….3 Company Overview……………………………………………...………………………………..3 Market Segmentation…………………...……………...……………………………………….....5 The 4 Ps of Marketing………………………………..……………………………………………6 Conclusion……………………………………………………………...…………………………7 References…………………..…………………………………………………………….…….....8 Abstract Nestle is one of the major companies in the food processing industry. It was founded in by Henri Nestle in 1866 in Switzerland, and currently has up to 333,000 employees (Nestle, n.d.). Moreover, it appeared in several Forbes lists owing to its high profits, sales, assets, and market value, eventually being labeled as one of the World’s most valuable brands (Nestle, n.d.). Behind such soaring success are clever marketing strategies and plans which foresee the future to keep consumers and employees satisfied, as described in the marketing plan in the next few pages. Some major components of a marketing plan include product overview, target market, competitive analysis, market strategy, SWOT analysis, and metrics (Emerson, 2014). Other analyses such as how a company incorporates the four P’s of marketing into its plan are equally important. Company Overview Mission statement According to the founder of Nestle, Henri Nestle, the company’s mission is to “positively influence” the environment as “responsible corporate citizens”, taking into account the standards of quality of both the environment...
Words: 1626 - Pages: 7
...Nestle (Brief Overview) 1. Unconventional methodology of extension to other countries in it’s early years. 2. Nestle made a name for itself with an experiment involving a child who was intolerant to his mother’s milk or any other substitutes. Nestle not only saved the baby’s life but achieved the feat with a formula developed with a formula that included lactose as one of it’s key ingredients. 3. Several acquisitions along Nestle’s timeline would further accent its touch in its major revolution in the food industry. CASE1 : IMPORTANT FACTS OF THE CASE. 1. Nestle’s commencement in 1866 by the Swedish pharmacists and further expansion into Europe and subsequently the rest of the world 2. Nestle’s landmark acquisituions. 3. Nestle’s first mover strategy. The writer makes a comparison to enterprises during the industrial revolution. These companies had to invest in infrasture that are almost negligible in todays commerce activities, to start off production. Nestle had to engage in activities with a potential high risk such as their milk collection process in china. 4. It’s broad based globalization that attracted 99% of it’s revenue from outside of it’s home country in a little over a century 5. The employment of tactics and strategy in a saturated market like Europe in the late nineties. ( I.E. potential to find an emerging market way before it gets prosperous. Responses to income levels) 6. Nestle focused more on customization instead...
Words: 593 - Pages: 3
...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 product categories...
Words: 3228 - Pages: 13
...TABLE OF CONTENTS I. INTRODUCTION 2 II. ANALYSIS 3 1 Nestlé worldwide 3 1.1. Overview of Nestlé 3 1.2. Vision 4 1.3. Mission 4 1.4 . Objective ……………………………………………………………………………………...5 1.5. Products 6 2. Environment of Nestlé 7 2.1. Internal environment 7 2.1.1. Managers 7 2.1.2. Employees 9 2.2. External environment 10 2.2.1. Customers 10 2.2.2. Suppliers……………………………………………………………………………….11 2.1.3. Competitors 12 3. Inputs and Outputs 13 3.1. Inputs 13 3.2. Outputs 14 3.3. Research for production of Nescafe-Nestlé in Vietnam 15 4. Manufacturing process 16 5. Markting strategy in Vietnam ans Aia 18 III. REFERENCES 20 IV. APPENDICES………………………………………………………………………...22 Introduction In this research work the company chosen is Nestlé. We have tried to cover the brief history of the company, vision, mission and objectives of the company. This brief history and other sub heading under company background is compulsory to be understood and researched well as they form the basis for marketing plan of the company. We have also tried to cover the internal and external environments for the company and countries for its future growth and further marketing planning strategy Analysis 1. Nestlé Worldwide 1.1. Overview of Nestlé All over the planet, people know Nestlé. Nestlé is a Swiss multinational nutritional and health-related consumer goods company headquartered in Vevey, Switzerland...
Words: 3371 - Pages: 14
...Marketing Plan Nestle Pure Life Nestle Pure Life is Nestlé’s famous bottled drinking water and has made its customer market in several countries of world. Health conscious societies consider it as a blessing thinking of it as being purest water available in the market. [Year] Marketing Plan Nestle Pure Life Nestle Pure Life is Nestlé’s famous bottled drinking water and has made its customer market in several countries of world. Health conscious societies consider it as a blessing thinking of it as being purest water available in the market. [Year] Product: Nestle Pure Life Company: Nestle Contents Product: Nestle Pure Life 1 Company: Nestle 1 INTRODUCTION 4 Nestle - Company Overview 4 Nestle Waters – A subsidiary 5 Nestle Pure Life – The Product 6 SEGMENTATION & TARGETING 7 Segmentation 7 Target Market 7 COMPETITORS 8 Main Competitors – Competitive Analysis 8 SWOT 9 Weaknesses 10 Opportunities 10 Threats 10 CUSTOMERS 11 Main Customers – Customers Analysis 11 Core Competency 12 Apparent Marketing Strategy 13 Recommendations for Strategy Re-vamp 15 Bibliography 17 INTRODUCTION Nestle - Company Overview “Good Food, Good Life” – Nestlé is today world’s leading health, nutrition and wellness company (Nestle, 2012). Nestlé’s mission is to provide the best tasting and nutritious choices in extensive range of beverages and food categories to its consumers all over the world. Today...
Words: 3288 - Pages: 14
...Internship Report On “Operational Activities of Supply Chain Department at Nestlé Bangladesh Limited” 1 Internship Report on “Operational Activities of Supply Chain Department at Nestlé Bangladesh Limited” Supervised by Mr. Mohammad Rezaur Razzak Associate Professor BRAC Business School BRAC University Prepared By Nahid Islam ID-09104050 BRAC Business School BRAC University Date of Submission September 07, 2014 2 Letter of Transmittal: September 09, 2014 Mr. Mohammad Rezaur Razzak Associate Professor BRAC Business School BRAC University Dear Sir, This is my pleasure to present my internship report entitled “Operational Activities of Supply Chain Department - Nestlé Bangladesh Ltd.” which has been prepared as a requirement for the completion of the BBA Program of BRAC University. It was a great opportunity for me to work at Nestlé - the world's largest Nutrition, Health and Wellness Company. I worked at Supply Chain Function of Nestlé Bangladesh Limited and successfully completed my internship. While working on the report, I have tried to follow every guideline that you had advised. I got extended support from Nestlé Bangladesh Supply Chain family both during my work and preparing my report. Thanks again for your guidelines and support to prepare this report. Sincerely Yours, Nahid Islam ID: 09104050 BRAC Business School BRAC University 3 Acknowledgement I would first...
Words: 7512 - Pages: 31
...Milo and will include a SWOT analysis and its Marketing Mix. (4 P’s). This report will elaborate the company’s marketing strategy and will explain the understanding of where Nestlé and its product, Milo, stands. It has been said that Milo saw a 2% growth over the first half of 2013, according to the Nielsen RetailScan data, with strong communication of nutritional message with in-store visibility and support. TABLE OF CONTENTS Company overview………………………………pg 2 Market overview…………………………………pg 2 Target overview…………………………………pg 2 About Milo…………………………………………pg 2 Product…………………………………………….pg 2 Place……………………………………………….pg 6 Promotion..………………………………………pg 6 Price……………………………………………….pg 7 Conclusion………………………………………pg 8 References………………………………………pg 9 1 – Marketing Mix: MILO By: Britt Oponda Company Overview Nestlé S.A is the worlds largest consumer-packed-goods company with its headquarters founded in Switzerland. Nestlé was a company that was formed with two merging companies, Anglo-Swiss milk and Henri Nestlé’s very own company, Farine Lactée, which developed milk-based food for babies who were unable to feed from their mothers. The company grew significantly throughout the first and second world war, which ultimately expanded its offerings of products beyond condensed milk products and baby formulas. Nestlé today, offers a much broader...
Words: 1722 - Pages: 7
...[pic] MGT 210 Group Assignment Company: Nestle Bangladesh Submitted to: ZULFIQUER ALI HAIDER Section: 14 Semester: Fall 2014 Submitted by: Anamika Bardhan – 141-0141-630 Ekramuzzman Ekram – 141-0509-630 Humayra Chowdhury – 141-1832-630 Jarin Anjum Chowdhury – 141-0508-630 Samiul Haider Khan – 133-1316-630 6th of December, 2014 To Zulfiquer Ali Haider Course Instructor School of Business North South University Dhaka-1229 Subject: Submission of Report on Nestle Bangladesh LTD. Dear Sir, This is to inform you that we have completed the report on Nestle Bangladesh LTD. which you had` assigned us for the course MGT 210 for the semester of FALL 2014. For the report, we tried to identify how Nestle operating their local business being a multinational company in Bangladesh. In writing this report, we have followed the instructions that you have given us, and we have also applied relevant concepts that we have learnt throughout the course. Some information, references & interview of a manager have been taken from different sources to facilitate our report. However, we will be glad to clarify in interpreting this analysis if needed. Finally, we have put our effort to make the report as informative as possible. We are thankful to you for giving us this unique opportunity. Yours sincerely Anamika Bardhan - 141-0141-630 Ekramuzzman Ekram - 141-0509-630 Humayra Chowdhury - 141-0508-630 Jarin Anjum Chowdhury - 141-0508-630 ...
Words: 3849 - Pages: 16
...CHAPTER ONE Introduction 1 1.1 INTRODUCTION INTRODUCTION TO NESTLÉ S.A. Nestlé began in Switzerland in the mid 1860s when founder Henri Nestlé created one of the first baby formulas. Henri realized the need for a healthy and economical product to serve as an alternative for mothers who could not breastfeed their babies. Mothers who were unable to breastfeed often lost their infants to malnutrition. Henri’s product was a carefully formulated mixture of cow’s milk, flour and sugar. Nestlé’s first product was called Farine Lactée (“cornflour gruel” in French) Henri Nestlé. The product was first used on a premature baby who could not tolerate his mother’s milk or other alternative products of that time. Doctors gave up on treating the infant. Miraculously the baby tolerated Henri’s new formula and it provided the nourishment that saved his life. Within a few years the first Nestlé product was marketed in Europe. In 1874, Jules Monnerat purchased the Nestlé Company. Nestlé developed its own condensed milk to contend with its competitor, the Anglo-Swiss Condensed Milk Company. The Anglo-Swiss Condensed Milk Company made products like cheese and instant formulas. The two companies merged in 1905, the year after Nestlé added chocolate to its line of foods. The newly formed Nestlé and Anglo-Swiss Milk Company had factories in the United States, Britain, Spain and Germany. Soon the company was full-scale manufacturing in Australia with warehouses in Singapore, Hong Kong and...
Words: 12626 - Pages: 51
...| 2015 | | | FIN6120 BUILDING FINANCIAL RELATIONSHIP [aNALYSIS OF NESTLÉ’S RATIOS] | | | | Submit for: Mark Paronich Submit by: Tam Nguyen – 001794465 | | COMPANY OVERVIEW: Nestlé is the world’s leading multinational company in food and beverage manufacture, with headquarters in Switzerland. Nestlé has a wide range of products such as baby foods and cereals, milked-base products, snack food and health related products. Since it was founded in 1866, Nestlé has been growing and operating through six segments: Zone Europe; Zone Americas; Zone Asia, Oceania and Africa; Nestlé Waters; Nestlé Nutrition; and Other (MarketWatch 2015). Currently, Nestlé employs total of 339,000 people around the world. (Source: Annual Report, Nestlé Company 2014) ANALYSIS OF FINANCIAL RATIOS: To begin with, it is important to consider analysis of financial statements as one of key components to “measure profitability and financial conditions of a company” (Mark 2014). There are three basic financial statements consisting of: * The balance sheet: which summarize what a firm owns and owes at a given moment of time * The income statement: which reports on how much a company earned for a specific period of analysis * The statement of cash flows: which records on cash inflows and outflows to the firm during the period of analysis...
Words: 1052 - Pages: 5
...Course Title: Principals of Marketing (MKT 101) Prepared For Kashfia Ahmed Senior Lecture Department of Business Administration East West University Prepared By Name of Students | ID | * Jahid Hasan Rajib * F M Alif Hossain | 2010-3-13-0592010-2-10-096 | Program : Bachelor of Business Administration (BBA) Semester : Spring-2011 Course Name : Principal of Marketing Course Code : Mkt101 Section : 1 East West University Date of Submission August 4, 2011. EAST WEST UNIVERSITY In writing this term paper, we are extremely indebted to almighty Allah who creates us is this transitory world along with concerned with this Term Paper. It could not possibly thank all of those marvelous people who have contributed a lot of this assignment. There are, of course some very special people who could not go without mention. First of all, we would like to convey our felt gratitude and regards to “Kashfia Ahmed” honorable Senior lecture, Department of Business Administration, East West University whose enthusiastic guidance and help during the entire study period made it possible for us to prepare this report. We are grateful to some prominent authors worldwide whose book I have consulted in the preparation of the assignment. We also thank to our course mates for their advice and comments to the success of the report. Thank You, Jahid Hasan Rajib Id- 2010-3-13-059 On Behalf of the Group September 28, 2012 Kashfia...
Words: 5018 - Pages: 21
...Course Title: Principals of Marketing (MKT 101) Prepared For Kashfia Ahmed Senior Lecture Department of Business Administration East West University Prepared By Name of Students | ID | * Jahid Hasan Rajib * F M Alif Hossain | 2010-3-13-0592010-2-10-096 | Program : Bachelor of Business Administration (BBA) Semester : Spring-2011 Course Name : Principal of Marketing Course Code : Mkt101 Section : 1 East West University Date of Submission August 4, 2011. EAST WEST UNIVERSITY In writing this term paper, we are extremely indebted to almighty Allah who creates us is this transitory world along with concerned with this Term Paper. It could not possibly thank all of those marvelous people who have contributed a lot of this assignment. There are, of course some very special people who could not go without mention. First of all, we would like to convey our felt gratitude and regards to “Kashfia Ahmed” honorable Senior lecture, Department of Business Administration, East West University whose enthusiastic guidance and help during the entire study period made it possible for us to prepare this report. We are grateful to some prominent authors worldwide whose book I have consulted in the preparation of the assignment. We also thank to our course mates for their advice and comments to the success of the report. Thank You, Jahid Hasan Rajib Id- 2010-3-13-059 On Behalf of the Group September 28, 2012 Kashfia...
Words: 5018 - Pages: 21
...America The Nestlé concept of corporate social responsibility as implemented in Latin America Nestec_latin_cover_GB.indd 1 9.2.2006 12:04:25 Nestec_latin_cover_GB.indd Sec1:2 9.2.2006 12:04:26 Contents An introductory discussion 2 A framework for Creating Shared Value 5 Nestlé’s philosophy: a long-term perspective 7 Latin America: challenges and opportunities 9 Overview: Nestlé in Latin America 1 1 Agriculture and sourcing 12 Sourcing practices for quality, safety and sustainability Research and development for better yields Knowledge transfer and farm assistance Partnerships for sustainable agriculture 16 17 20 23 Manufacturing and distribution 26 Food safety through improved standards of operations Risk management for food safety — Early Warning System Developing people Labour policies for mutual benefit Creation of development and employment opportunities in the community Improved environmental standards Managing water sustainably 30 31 33 34 Research for consumer benefit Consumer nutrition, health and wellness Knowledge and education for healthy nutrition and lifestyles 52 54 58 Nestlé’s future in Latin America 62 Products and consumers 48 Front, inside and back covers: Farmer Rufino Chindicué (front cover) and son Luis (inside back cover) supply milk to Nestlé. Three decades ago, Nestlé created a milk district in Caquetá, Colombia, to ensure a reliable, high quality...
Words: 22227 - Pages: 89
...Executive Summary The aim of this report is to focus on the major decision that the management team of Nestlé had to take in determining whether to introduce the Partners’ Blend Coffee into the UK market with their own Nestlé Initiative or to introduce the coffee into the market with Fairtrade certification. This decision was prompted by the feedback they received from their customers to introduce a coffee line that has Fairtrade certification. The main idea of the Fairtrade movement is to address issues of unfair conventional trade practices that discriminate against the poorest and weakest producers in order to empower them to improve their position and have more control over their lives. In the course of analyzing where to introduce Partners’ Blend, the management decided to incorporate it with Nestlé UK because the UK has a natural desire to donate to other less fortunate nations especially as they are a relatively wealthy nation. As a result, many charity organizations have their headquarters in UK. This report would analyze the challenges and opportunities that Nestlé should consider in making the final decision to introduce the coffee either with or without the Fairtrade logo. It includes analyzing the power of suppliers, consumers, the competitive rivalry, the threat of substitute goods and the threat of new entrants when they want to take advantage of the opportunity to position Nestlé in a positive light with ethical coffee line. This report concludes...
Words: 2684 - Pages: 11
...1.INTRODUCTION 1.1 Brief Overview of Nestle Over the previous 130 years Nestle Company has been able to acquire great amount of knowledge of almost all the varied markets of the world since 1866. This is the reason why Nestle has been able to gain a leading position in the global food operations as it has factories operation in 77 countries and it is selling its gamut of products in all the six continents. The best part so Nestle is that it occupies the leading market shares along with a broad and diversified business portfolio in varied and many product categories which include nutrition and baby food, coffee, dairy products, ice creams, mineral water, confectionary, chocolate and pet food and many more. Nestle has been committed to provide top quality products and brands which are essential for good health for all age groups. That is why it incorporated nutritional elements in its vast array of product categories so that they can be promoted into the markets as high quality products and safe too (Raisch & Ferlic, 2006). In June 1997 Peter Brabeck –Letmathe was appointed the CEO of Nestle and the critical challenge in front of him was to enhance the profitability of the company which already had mature markets. A suite of process innovation initiatives were being launched by Brabeck so that financial means can be generated to be invested in growth initiates which would result in maximization of existing assets, maximise distribution logistics as well as enhance...
Words: 3296 - Pages: 14
