Marketing Concepts of Nestle
6 Pages2083 Words183 Views
Added on 2020-03-13
Marketing Concepts of Nestle
Added on 2020-03-13
ShareRelated Documents
Activity 11.The marketing concept holds “that the key to achieving its organizational goals (goals of the selling company) consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its selected target customers.[ CITATION Kot00 \l 1033 ].” The example of a non-profit organization that I took is the ‘Make-a-Wish’ foundation that grants the wishes of children with life-threatening diseases such as cancer, leukemia etc. to come true. A lot of other non-profit organizations also ask for donations for children with such diseases but the Make a Wish foundation has an edge over the others. 2.Billabong is a website comprising of a lot of information about surfing, skating and skiing. Videos, articles and images of people wearing billabong merchandise can be seen.Even though the website is filled with content relating to the above, there is comparatively lesser information provided about billabong products. Scarcity of product information on any social platform these days can be a cause of annoyance in the target customer. If a person has to search a lot for the information on a product that he wants and your website is not providing the same, chances are the customer will not come back again to the site any time soon. While the Billabong website does an amazing job at providing tons and tons of information about surfing in the form of articles, videos, blog posts and images, it lacks product description. However, the site can improve the same bymaking slight changes to the site and targeting the right customers.Activity 21.Nestle is a well known brand across the globe. They provide a wide range of good qualityproducts. The aim is psychographic, demographic as well as behavioral segment of the market. Nestle promotes its products as “nutritious”, therefore, targeting people who are health-conscious. Nestle has a whole range of baby products that are promoted as having all the vitamins, minerals and nutrition a toddler needs, thus targeting mothers and future moms. An example of targeting psychograph segment is how they promote coffee. Coffee is usually regarded as a “rich people’s drink”. By providing a quality product at anaffordable price to their customers, they influence their lifestyle. Nestle also promotes their brands worldwide, thus targeting geographic segmentation. “Geographic
segmentation is done using the spatial location to segment the market[ CITATION Sur14 \l 1033 ]”. It is a global brand, selling in a number of continents and countries. Nestle will definitely be successful in its brand promotions and campaigns as they are targeting all the segments of the market that a brand can. Having been in the market for so many years, Nestle has built a name for itself and its customers know that they get quality products at affordable prices.Activity 31.As with any process of estimation, the process of determining the income distribution by a company in New Zealand will require a lot of research and study of country wide statistics, trends and influences. New Zealand’s economy has changed a lot over the yearsand there has been a major increase in the gap in low income households and high income households. The company can begin the process by segregating the income of household into different categories. This will help in determining further the different trends and influences. By segregation of such categories, one can further analyze the increase, decrease or steadiness in the income on an individual as well as household level within the categories. By further analyzing income after taxes levied and disposable income of the households, one can understand the different patterns and trends arising. This also helps in analyzing unemployment trends as well as current job opportunities. There has been a significant shift in the female workforce participation as more and morenumber of women has started earning. Categorization should be done in all possible manners, based on age, gender, income etc. to truly understand the changes, trends and influences in the income distribution.Activity 41.“The Fast Moving Consumer Goods industry covers the household items that you buy when shopping in the supermarket or a pharmacy.[ CITATION Wha15 \l 1033 ]”. The first example of FMCG I have chosen is Coca-Cola. Coca-Cola has a segmented approach when it comes to their marketing strategy. Their main target is the age-group of 10-35 years. They are very often seen promoting their brand in collaboration with well-
known celebrities. Coca cola also came up with their “diet coke” which targeted people above the age of 40 and those who prefer less sugar or are diet conscious.The second example of FMCG is Johnson & Johnson. This company also has a segmented approach in its marketing as its products mainly deal in baby-care, oral-care and women’s health and beauty among others. Gender and age groups are their main targets. “Johnson & Johnson’s Baby Care franchise contributed ~15% of the company’s total segment sales for 2016. [ CITATION Mik17 \l 1033 ]”. Along with that, Johnson & Johnson is a global brand and has grown worldwide in the past years. “Their products aresold in over 175 countries and accounted for worldwide sales of $65 billion in 2011.[ CITATION Wha15 \l 1033 ]”. The last example of FMCG is Nestle which also uses a segmented approach in marketing itself. It targets a wide variety of customers with varieddemographics, belonging to different age groups and having different lifestyles.Activity 51.There has been a major change in the global demographics the past few decades. Demographic trends can be defined as the characteristic changes or newer trends occurring in the human population. According to the recent changes in the global demographics, there is a rise in the number of older people as compared to the youth. “Byaround 2040, there will be more elder citizens than children[ CITATION GEO14 \l 1033 ]”. This figure will double by the following decade. As the number of elder people increases,industries manufacturing and retailing items that are required by elder people such as medicine and healthcare industry will benefit. This will also indicate an increase in job opportunities for the youth in the scientific research as well as the healthcare sector. People have also moved from rural areas to urban areas and from developing countries to developed countries, mostly because of availability of better opportunities. “As the Baby Boom generation heads toward retirement, growth in the nation’s working-age populationwill be driven by immigrant[ CITATION Ant17 \l 1033 ]”. Following this shift in the demographics, a rise in the GDP of countries as a whole is expected to be seen. The structure and growth affect the worldwide economy, changing patterns of demand and supply in the marketing industries.
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
HC1082 - Marketing and Entrepreneurship : Articlelg...
|10
|2624
|36
BUS350 - Discussion on Market and Marketing Strategies and Techniqueslg...
|6
|1665
|39
Billabong Website Reviewlg...
|6
|1680
|130
Marketing Strategy and Planlg...
|6
|949
|73
BUS350 - Concept of Marketing in Business Reportlg...
|10
|1999
|60
Marketing Strategies of UNICEF, Billabong, Nestle, Wesfarmers, Woolworths and Coca-Cola Amatillg...
|6
|1640
|132