Segmentation Targeting And Positioning Of Nestle Marketing Essay

Segmentation Targeting And Positioning Of draw closemouthed Marketing Essay draw nears vivid to providing quality harvests to capital of Singapore deal. dates back more than 90 years ago trading MILKMAID condensed take out by Anglo-Swiss Condensed Milk smart set.After the some years it has been stomachd in Singapore for Singaporeans, Nestl has won the trust of Singaporeans for being a food sufficer with the maximum safety and quality measurement with this products.Nestl 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 largely safety and quality measurement in our food and bever eon products in Singapore. draw close Utilized the most forward-looking and up-to-date advance technology and its accounted science-based experience in the manufacture of milk food products.Nestle takes its broad responsible partner as a corporate ci tizen member by availability in community and social projects that contribute to the speedy development of the country.Nestl brands ar ho subroutinehold names in Singapore and very well-known company. These include MILO, NESCAF, MAGGI, NESTL NESVITA OMEGA plus ACTICOL, KIT KAT, PURINA, FRISKIES and numerous of other marketplace competitors in their product categories.Segmentation, Targeting Positioning ofNestle.Executive SummaryNestle is global company of milk products and nutrition, chocolates, bever years, cateringand umpteentypeofconfectionary franks.Ithasitsmillionsofcustomersworldwide. TodayNestl Singapore Limited is on good positi one and only(a) and only(a)d to grow through its business policy ofconstantinnovationandrenovation,concentratingonitscore competencies and lading to better and high quality, with the aim of availability to thebest quality food to the people of Singapore. In the report we have brought adiscussion about the market fragmentation of Nestle, their targetmarket and lay strategy in Singapore. The panache Nestle chooses its divers(prenominal) core customers different needs with a better way and how it fulfilled satisfaction its consumers by making greaterfacilities by the aggregate of different products or marketing mixes is shown in market segmentation of Nestl. In the field of honor of market viewing we have talking how Nestle have made some 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 signify more Efficiently and soundly comparing with their other manufacture competitors in the highly gainsay food beverage market of Singapore by makingdifferentiation of target Users and customers.Nestle is the biggest nutrition and foods company in the globe, established his headquarter in Vevey, Switzerland. The expedition of Nestle begins with Henri Nestl developed the first milk food for early in 1867, and saved the life of a neighb ors 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 Nestl company introduced condensed milk, so that the company became direct and strong rivals. After that the company was get together in 1905 with the a firm named Anglo-Swiss Milk company which was established by twobrothersnamedGeorgePageandCharlesPage.Thefirmreenter significantly during the First World fightthough 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 condensed milk and infant formulaproducts. The 1920s saw Nestls first enter into new products, with chocolate theNestlssecondbig importantactivity. Nestl mat the effects of World War IIimmediately. Profits decreased from US$200 lakhs 1938 to US$60 lakhs in 1939. But later on the World War II was the starting of a dynamic phasefor Nestl. Growth speeder and companies were taken. At this time the company operates in 86 countries around the world and hire manpower around 283,000.TheoreticalConsiderationMarketingStrategiesTheStrategicplanprovidesthecompanysoverall 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 overly makes designs a marketing mix made up offactors under its control product, price, place,promotion.Strategy of Nestle in SingaporeNestls required strategy is to cover only the developed theatre of operations of Singapore.Thats whytheyaredoingtheiractivitiesinmainandmetropolitancitiesofSingapore. They want to sit babies and children healthy and ensure theirsufficient nutrition.Thatswhymain and large rangeoftheirproductsarebabymilk foodproducts. They also target new age generation to build a strong rela tionship byproviding various eatable products. In the information, we are going to point outs of Nestle is to segment, target the possible customers and to positioning of their profitable products. Theirsegmentations, targeting, positioning process are given below. Nestle want to change customers toward their products.Thats why they are offeringnewproductsregularly.Theyalsoprovidemanysocial competitions for babies to go theirmindset. In this report we are looking to focus of Nestle Singapore is to segment,targetthemajor(ip)customersandtopositionoftheirprofitable products. The relevant information is given below-MarketSegmentationThe marketing concept asks forunderstanding customers requirements and satisfying theirrequirements 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 equivalent from other. S egmentation provides the firm to good satisfy the needs of its major customers.1.Clearerunderstandingoftherequirementsandneedsofselectedcustomergroups.2. More effective positioning in this place.3. Greater precision in selectingpromotional Transportation vehicles and techniques.Bases forSegmentationUsers markets can be divided on the basis of these customer characteristics.1. Geographic area2. Demographic area3. Psychographic area4. Behavioral areaGeographicNature Nestl Singapore segmented its market for Nescafe Icedepends on the geographic weather warm scorching 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 tot freshness in their body.Demographic AgeNestl segmented market area for its main products based on the genration. Forthe products Cerelac, Lectogen, Koko Krunch, Nido, Nestle divided the market area segment for new born baby andchildren of different ages.Nido It isnutritious 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 carrys milk and rice mixture for less than oneyears baby. It fulfills babys proper nutrition in foods.Nesquick, Koko Krunch above are chocolate milk for babies. Nesquickand Koko krunch subscribe 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 ageis below 1 year.Income Nestle segmented their market based on customers earnings in an effective way.OccupationNestlesegmentedthemarketbasedontheirusers occupation.Nescafe classic This product is for that type of persons those who work busy and hard and requireds more freshness. Both the phallic andfemale who need more caffeine and this type of needs Nescafe classic is for them.PsychographicLifestyleandpersonalityNestleSingaporeprovidesKITKATthesepeople 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.BehavioralBenefitsBased on benefits Nestle Singapore segmented their market in an efficient way. So they make available Cerelac for those customers who want moreprofit from the product. Cerelac includesa 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 MarketingMarket segmentation reveals the firms market opportunities. Then the firmsortmarkettargetingbyevaluatingthemany typesmarketsegmentsand decid ing which and in which measurement segments it will target.Nestle examined the different type of market segments on the basis ofsegmentsizeandgrowth,segments,structuralattractiveness,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 theirtarget market into two market coverage policyDifferentiated 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 hot chocolate for customers who are busy in life.KokoKrunch,NesquickChocolatemilkwhowanttogettasteofreal chocolate.Nescafe Ice Cold coffee for the customer in hot and warm weather.ConcentratedThrough concentrated marketing, Nestl earned a strong market position because of its very good knowledge of consumer requirement.In thenichesitservesandspe cial personalityitacquires.Nestlspecializesinproducing baby foods. It offers nutritious milk powder Lectogen 1 forbabies 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 StrategyBycreatingproduct,service,channel,peopleandimagedifferentiationNestle arrives the consumer touch point more easily, effectively efficiently in comparing with other competitors in the highly competitive food processing market.ProductDifferentiation Nestle brings a many ofproduct for target customers.They make available 25 types of minerals in Nido for children.It also arranged CerealsandLactogen 13fornewlybornbabyexclusively. straightawaythe doctors says these products for childs to their parents for great maximum nutritionNescafeisaproductwhichcontains4typesofcategories.TheyofferNescafe ice for hot and warm weather, TheyprovideMaggiincludingMaggiinstantMaggi2minuteswhich Inclu des and contain various minerals, vitamins and nutritions.ChannelDifferentiationNestlereachtheirproductstothecustomersthroughtheirexperiencedmarketsalesmanandtransportation.Sothattheirproducts.are much easy totheir customers.ImagedifferentiationNestls logo istotally different from others competitors that are greatly choices by its users.For that way customer easily choose them in themarket which is another effective benifits for Nestle products. heap differentiationThe 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 thisbusiness successfully for a long time.ServicedifferentiationAnotheradvantageforthiscompanyisbetterservice for its various(prenominal) users from its competitors. They provide 247hot puffservice.Highqualitycheckingisproviding forits customers. Its marketing dept. and public relation dept. are working forfinding out customers new needs and rejoinder towar d their nestle products.Positioning Statement BabyProductsTobabieswhoaredeprivedofpropernutrition,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 LIFEConclusionThe advent of consumer food products has brought an immense change in the field in the consumers food habit. Nestle has done well to adding itscustomersloyaltyoperatingasamarketcompetitorsinits industry. Nestleisoneofthelargestfoodprocessingcompany. Their products and quality mainly includes on their experience and efficiency.Nestle provides quality that leads to good business growth and good development.Ithassegmentedthemarketbasedoncertainclusteredpreferencesdeploying multi-stage segmentation approach to meet individual requirements ofthe customers. Offering brand new products would also close its old products gaps to a great extend promise satisfaction and loy alty. In our report, we contribute to make available the segmentation, target marketing andpositioningstrategyofNestleandsuggestsome recommendations based on the marketing procedure.IMC StratgiesPROMOTIONPromotion 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 streamerpacked form. Awareness performs the most important role. They should taste housewives on many places. Because they are the main servers of such kind ofnutritional diets totheir members of family.There are many promotional methods like personal sales, advertisements, salespromotions, public relations etc.but the method accepted byNestl for introducingNestl UHT Milk was advertising, outside printed media for advertising like, hording board, newspaper, posters open-air(prenominal) etc.Nestlseeing theoldcustomeroftheimported brandsandpotentials customers via its advertising promotions. In their advertisement, Nestl mostly focus the small kids who are the majorportion of our population and milk and such kinds ofProductsaremainrequirementofenhancing ability inchildrenthatthereasonNestle launchedNesvitaMilkproduct especiallydesignedforyoungerchildrenbecause addition of calcium diets inroutine diet chart is mainrequirement. To remind the consumers about the nestle, Nestl also made some special platform for retailers and hold them on their 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 Ireal form .RE LAUNCHINGlarge number ofcompetitors 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 waythat it will introduce. its all the discrepancies such asshortage, inflation based pricings which given opportunity to the co mpetitors to control the market.BELOW THE LINEBelow the line includes followingmediums of advertisement. Direct mail to users OutdooradvertisingThrough TransitDIRECT MAIL ADVERTISINGItisany formofadvertisingpresent this instanttothenew comers,this can bethrough the mail, fax, online computer services, sales personnels, retailers orother means rather than through traditional massmedia.Leaflets/ flyersNestle has distributes many types of leaflets, which inform information aboutNestle Milk products, at different outlets.Folders / brochuresNestle distributes brochures of their product to their users through internet to make them inform of new investigate and innovations and products. This helps nestle in adding more customers.OUTDOORNestle expenses a big share oftheir advertisement budget on the outdooradvertisement in Singapore, which includes varicolored Billboards at different placesMMT in various locationsVinyl Sheets located in public places They have put on different themes of th em, which are presenting different situations in which peopleareusingrealwater.AccordingtotheNESTLE theyperform 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.Besidethisthey rotatethepostersoftheirbillboardsaftersome 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 thepeople.TRANSIT ADVERTISINGTransit advertising is a type of public places out of private media that adding bus and taxicabadvertisingaswellaspostersontransitplaces, Busterminals,and Display at airports.Types oftransit advertisingInside cards in public transportsOutside posters on VehiclesTerminalposters at various locationsTaxi / bus walls.Nestle 2010 Creating affordable a ccess to protein online Available from http//www.nestle.com/CSV/CSVinAction/SlideShows/essentialprotein/essentialprotein.htmNestle 2010 Press Release online Available from http//www.nestle.com/MediaCenter/PressReleases/AllPressReleases/NovartisMedicalNutrithttp//www.nestle.com/Resource.axd?Id=602C42FE-04D6-4669-BEE1-1027492FE5E8http//www.nestle.com/AllAbout/AtGlance/Introduction/Introduction.htmVanhuele, M., Dreze, X., (2002). step 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