Marketing Strategies of Nestle

The report explores the responsibilities and role of marketing functions in promoting Nestle's food products. It covers key elements of marketing activities and their interrelations with other functional units of the organization. The report also discusses a marketing plan for Nestle's new fat-free chocolate, highlighting strategies to grab attention and increase profit margins.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
PART A..................................................................................................................................4
1. Description on the roles and responsibilities of marketing function relates to the Nestle
organisation............................................................................................................................4
2. Define how roles and responsibility of marketing relate with Nestle................................5
3. Analyse the roles and responsibility of marketing in context of Nestle marketing
environment............................................................................................................................6
4. Description on significance of interrelationship between marketing and function unit of the
enterprise................................................................................................................................6
5. Critically evaluate the key elements of marketing functions.............................................7
PART B..................................................................................................................................8
1. Comparison of ways in which different enterprise apply to marketing mix to marketing
planning process to achieve aim and objectives.....................................................................8
2. Evaluation on varied tactics applied by enterprise to demonstrate how firm objectives can
be achieved...........................................................................................................................11
TASK 2.................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an activity that termed out as set of institutions, processes for creating,
communicating, exchanging, delivering value for customers, clients and society at large volume
(Kotler and et. al., 2015). Thus, customer focused marketing is process that aids to drive the
working force towards steering the marketing approach. Therefore, marketing is termed out as
process that refer as planning, organising, controlling the activities that aids to facilitate
exchange of good and services between the producers to end consumers.
The present report is based on the business activities of Nestle, which is Swiss
transactional food and drink company and one of the largest food enterprise in the world. Thus,
Nestle products includes coffee and tea, chocolates, ice-cream, Frozen food, pet foods and
snacks etc.
Furthermore, the report includes the role of marketing function and its interrelation with
different functional units of the enterprise. It also compares the ways in which different firms
apply marketing mix to achieve overall business objectives.
TASK 1
PART A
1. Description on the roles and responsibilities of marketing function relates to the Nestle
organisation
Marketing department plays the crucial role in order to promote the business and mission
of enterprise. Thus, marketing function plays crucial roles and responsibility within organisation
which are mentioned below:
Defining and managing brand- It is defined as process that works as to maintaining,
improving and upholding brand image positively within market (Kozlenkova and et. al., 2015).
Developing good relationship with the target market, brand management plays crucial role
within market. Thus, better and effective reputation of brand within the market aids to have
enhancement in profitability and productivity.
Producing marketing and promotional materials- It is helpful process that aids to
conduct the business function in better and appropriate mode. Thus, up to date product and
services must be evolved in market.

Monitoring and managing social media- By monitoring and managing social media
approaches the firm can able to attract customer at maximum level. Thus, enterprise must
promote their products at social media so that maximum customer aware about the products and
services.
Responsibilities-
Marketing department has overall responsibility in terms to have growth in revenue,
enhancement in market share and to have better contribution in company's growth and
profitability. Thus, its defined in following manner as-
Setting marketing strategy- The strategy and better plans must be formulated in order to
undertake business activities in better mode (McDonald and Wilson, 2016). By formulating
better plans and actions the enterprise can perform their business activities in appropriate mode.
Importance of market research- It aids to firm to identify the market opportunities and
take initiative to gain better understanding of consumer needs. This supports to customer to
identify the strength and weakness so that proper action can be taken. With aid of it, needs and
desires of customers can be analysed.
Sales team support- To have better corporation between sales and marketing department
aids to improve sales performance to speed up the growth of business. Therefore, sales
department must advertise the product and services of Nestle so that they can attract the
customers by promoting at advertisement tools.
Internal and external product development method- By working with internal and
external product development teams and by having better modification in product the firm can
conduct their activities in better manner (Palmatier, Houston and Hulland, 2018). With help of
identifying the needs and preferences of customers, the improvement measures can be taken to
incorporate a new commodity.
2. Define how roles and responsibility of marketing relate with Nestle
Marketing plays effective role in establishing relationship between customers and
enterprise. Hence, it deals with branding of the Nestle, advertising, customer interactions and
feedback collections. Therefore, roles and responsibilities of marketing defined in following
manner as-
 Meet consumer needs and wants- identifying needs of the consumer and adopting market
strategies aids to influence wants and shaped by cultural and individual personalities.

 Ensures organisational survey, growth and reputation- Marketing aids to increase
customer retention and to enhance market share (Pooler, 2018). This approach aids the
company to achieve its objectives because it deals in customer centric manner. This, It
supports to satisfying customer beyond their expectations.
 Adaption of right price- It is one of the critical component that aids to generate higher
revenue. Thus, strategies of marketing aids to setting fair prices and also incorporates the
appropriate changes at right approach.
 Better product offering- Nestle work as to build commodities and plays an active role by
designing and managing product offerings. To provides offers in commodities the large
volume of customer can be attracted.
3. Analyse the roles and responsibility of marketing in context of Nestle marketing environment
It can be stated that marketing plays crucial role in maximum number of companies and it
also aids to create value for customers and build customer satisfaction. Hence, professional in
marketing must be creative and rigorous in terms to create ads and campaigns and to conduct the
detailed study for undertaking market research. Thus, it can be true to said that better marketing
activities leads to have improvement in productivity of the enterprise.
4. Description on significance of interrelationship between marketing and function unit of the
enterprise
Marketing has wide number of scope and that involves of researching, packaging and
presenting product and service to customers. Thus, better marketing campaign aids to drive sales
within enterprise. Therefore, its defined in following manner as-
Human resource department and Marketing- The core function of this department is
to recruit and retain employees. Thus, HR of the enterprise plays crucial role in terms to hiring,
sourcing and people management. Under it, marketing department coordinate with human
resource department if they need any marketing expert. Therefore, human resource department is
equally responsible to assist the market with different channels and forums. Therefore, the
human resource department of Nestle framed the plans, policies and safety and effective working
conditions to process business activities effectively.
Finance department and Marketing- It is department which is responsible for
managing organisation cash flows in better manner. This department of Nestle works as to
facilitates adequate financial resources for undertaking marketing functions effectively. It is the

department that has huge responsibility to meet out the day to day requirements (Singh, 2018).
Thus, this department provides adequate funds to undertake better promotional activities and
marketing of product and services. Therefore, by managing resources of enterprise firm can
undertake its operations in better mode.
Production department and Marketing- It is department that is responsible for
conversion of raw materials into finished good and services. Thus, marketing department informs
to production department about the wants and needs of customers within the market. Hence,
production department of Nestle assist to manufacture the product and services within the time
manner so that customer wants can be satisfied effectively.
Operational department and Marketing- It is department that plays the vital role to
create high level of efficiency. Thus, this is department needs to undertake planning, organising,
coordinating and managing the all resources so that better and effective functions can be
performed. Hence, it serves the backbone to marketing team, delivering planning and also
supports functions to put the focus on delivering value. Thus, they mainly focus on end to end
marketing optimization Nestle.
5. Critically evaluate the key elements of marketing functions
Marketing connects with number of the functions within the enterprise and works with
activities as operations, production, logistic functions (The Role of a Marketing Department,
2019). Thus, all department within the enterprise are interrelated to the each other. No
department can carry out their process without the support of other department. Therefore,
marketing is one of the concept that involves researching, packaging and presenting product and
services to the customers. Thus, Nestle takes initiatives to undertake business activities in better
mode. Hence, one of the major objectives of marketing is to attract target customers. Thus, all
department perform their activities together and it supports to enhance brand awareness and
recognition to firm in the market.
PART B
1. Comparison of ways in which different enterprise apply to marketing mix to marketing
planning process to achieve aim and objectives
Marketing mix can be defined as foundation tool. This is one of the effective tool that
supports to review and define that how key issues are affecting the working of enterprise. Hence,

it can be defined as marketing mix is a group of marketing variables that combines and controls
working of enterprise (Palmatier, Houston and Hulland, 2018). Thus, marketing mix is
composed of elements as place, price, product and promotion. Hence, its defined in following
manner as-
Basis for comparison Nestle Cadbury
Product This is firm that is running
their operation as being the
world's largest food company.
Thus, it has around 8000
brands with large volume of
products across within the
market. Therefore, this entity
deals in different dairy
products as chocolate, coffee
and ready to cook and frozen
food items.
The product range of this firm
is quite large and it is varied as
per the sales in each country.
With the help of huge product
line are here as Bournville,
Crunchie, Cadbury Dairy
Milk, Dairy Milk Fruit & Nut,
Caramel, Cadbury Five Star,
Perk, BournVita, Bytes,
Pretzel, Crème Egg.
Price Nestle has differed pricing
strategies and it uses by Nestle
to have product variants. Thus,
commodities offered by this
entity availed at competitive
prices within the market and it
is inclusive of product as
Nestle Maggie, Nestle KitKat,
etc. are offered at competitive
prices in the market.
Therefore, commodities like
Nestle A+ Slim, Nestle
A+Tones and Nescafe coffee
are few commodities that
Price is high for the few
products like bourneville and
there are commodities that are
at low produced to cater the
need of other segments. Hence,
constant marketing of Cadbury
commodities made sure that
different taste. Hence, health
drinks like are Bourvita is one
of the price keeping in mind of
targeted customers. They set
price of products by using low
pricing strategy.

offered at price higher than
their competitors.
Place This firm is making huge
impact in global market. Thus,
firm has made sure that
commodities must be avail at
all over the world in order to
carter the huge customers base.
Therefore, it is an entity that
shows distribution channel and
places where commodities can
get reached. This is an entity
that offers the product through
online channels. It is enterprise
that has partnered with the
different online partners.
The product of this enterprise
are available at all over the
world. Thus, these
commodities are avail in both
urban and rural areas. Hence,
place of distribution has made
the commodities in almost
around more than 200
countries (McDonald and
Wilson, 2016). Hence, it can
be stated that this enterprise
reflects the distribution
channel and the places at the
areas in which product should
reach.
Promotion This is term that plays crucial
role under marketing mix of
Nestle and this entity uses a
proper digital channels for
creating awareness and
promoting commodities
(Kozlenkova and et. al., 2015).
This is the enterprise that uses
the media like TV, hoardings,
print and online ads etc. for
promoting goods. Therefore,
this enterprise has strong
presence in market and allows
It has wide range of
promotional chains. With the
help of the best promotional
strategy by the use of
television, posters, newspaper,
online and radio etc. Thus, tag-
lines are attached with number
of commodities and it attracts
the customer at large extent.

interacting and engaging with
customers.
process This is an enterprise that
delivers the product to ultimate
customers through different
channel distribution and it
inclusive of manufacturer,
wholesaler and retailer. For
example- Cadbury dairy-mik
produced at chocolate factory
and after having all quality
checks it can be transported to
dealers like super stores, shops
etc. Nestle advertise their
products with the help of
marketing activities and invest
money more than Cadbury.
This is firm that works as to
deliver the product to
customers with the use of
varied channel of distribution..
People Nestle is enterprise that is
working at the global level.
Thus, different practices are
here for employees like
training and development that
aids to lead better and effective
customer service.
It is enterprise that has
employed 71,657 employees.
Thus, Cadbury uses different
practices as training and
development of employees so
that they become able to
perform their task effectively
(Kotler and et. al., 2015).
Thus, entity is taking
initiatives to develop good
communication skill to leads
and provide better customer
service.

Physical evidence It is material part of the
services on which the
customers are highly relay
over. This is firm that has
attractive tag line, packaging,
brochures as its physical
evidence.
It is the firm that has created
the better connectivity with the
evidence by setting vending
machines at coffee corners.
Thus, by providing attractive
packaging, discount offer this
entity has started gaining
maximum consumer attraction.
2. Evaluation on varied tactics applied by enterprise to demonstrate how firm objectives can be
achieved.
Businesses need better marketing in order to capture the market share and offer new
products to customer to drive sales. Therefore, strategy derived the plan of action and tactics
defines that how to execute them in order to gain long term profitability ( Business Marketing
Strategies to Increase Profits, 2019). It mainly does in order to create brand awareness and place
product effectively in the eyes of customers. Thus, its defined in following manner as-
Enhance marketing- To increase the sales, it is essential to boost the process of
marketing. By undertaking careful planning, test marketing and monitoring, the result aids to
have maximisation in sales. With help of conducting the market research, the target audience can
be selected and can be aware about the product and services.
Expansion of distribution channels- By enhancing the distribution channels the sales
can be boosted at high level. With the use of online selling, direct mail system, retailers,
distributors and wholesaler firm can enhance the profit margins. Hence, it can be stated that new
distribution channels required effective marketing support.
Develop relations and cross promotions- Nestle needs to make better relations with
customers by identifying the needs and wants of customers. With the use of more effective
promotional method this entity can reach to maximum customers.
Develop competitive advantage- The customer generally attracted with the firm which
has large amount of market share. Thus, by having effective innovation in the product and
services, the entity can able to attract the customers. Thus, new taste and preferences attracts

customer to purchase commodities. Furthermore, changes in taste of customers plays the vital
role and firm needs to cope up with it in order to earn long term profitability.
Use feedbacks ads with re targetting- By the use of Facebook the marketers of Nestle
can able to reach the specific audience in very ease manner.
TASK 2
Covered in PPT.
CONCLUSION
The present report discuss about the responsibilities and role of marketing functions of
Nestle. It has been concluded the responsibility of marketing manager in context of promoting
organization food products. This report discusses marketing department functions with other
section of company and also discuss the benefit of all the functional units of organization. It
discussed key elements of marketing activities and their interrelations with another group of firm
which help to achieve desired organizational goals and different business objectives.
Furthermore, Nestle produce new fat free chocolate for customers this unit discuss marketing
plan for the same that support to grab the attention of people and increase profit margin more
than the others.

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