Driving Traffic to Your Company's Website

The provided content focuses on driving traffic to a company's website, highlighting various aspects of internet marketing. The readings span across multiple disciplines, including hospitality management, marketing research, and e-commerce. The articles explore the evolution of marketing research, strategic marketing plans, internet technology, and its impact on marketing. Additionally, they discuss key performance indicators for E-commerce, marketing principles, corporate blogs, consumer engagement, and integrated internet marketing strategies.

Marketing Management

TABLE OF CONTENTS
INTRODUCTION:..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1................................................................................................................................................3
1.2................................................................................................................................................5
.1.3...............................................................................................................................................8
TASK 2............................................................................................................................................9
2.1................................................................................................................................................9
2.2..............................................................................................................................................10
2.3...................................................................................................................................................13
TASK 3..........................................................................................................................................14
3.1...................................................................................................................................................14
3.2...................................................................................................................................................16
3.3..............................................................................................................................................18
TASK 4..........................................................................................................................................19
4.1..............................................................................................................................................19
4.2..............................................................................................................................................20
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION:
Marketing is a platform to sales. Marketing includes research, planning, advertising and
promotional techniques to increase the sales. Marketing management is a concept which reviews
organisation's resources and activities to increase its customer base, improve relationship with
the customers by providing them products and services as per their requirements. It helps the
organisation to enhance its perceived value and brand image. Marketing management analyses
the context of the industry in which the company operates. It includes value chain analysis,
Porter's five forces model, competitor's analysis and others (Bailey, 2011) The role of marketing
manager is to examine resources and competencies, competitor's cost structure, product
differentiation, competitive positioning and other factors. The objective of marketing
management is to provide customer satisfaction by identifying and meeting their stated or
unstated needs and wants.
TASK 1
1.1
Nestle is world's leading health, and wellness company. Nestle is a food processing
industry which operates in more than 194 countries in the world with employee strength of over
339000 people. The organization serves numbers of products to the customers. It includes
products such as confectionery, coffee and tea, baby food, dairy products, bottled water, medical
food, breakfast cereals, pet foods, ice cream, frozen food and snacks. Nestle has around 450
factories in the world. Maggi, KitKat, Nespresso, Smarties, Nescafé, Nesquik, Stouffer’s and
Vittel are the most popular brands of Nestle (Barutcu, 2011)
Porter's 5 forces Model: Porter's five forces model is an important tool that analyzes the level
of competition within the industry. Porter identifies 5 forces that determine competitive intensity
and attractiveness of the industry. These following are the 5 forces which are derived by Michael
Porter: Threat of new entrants: The new entrants will always be a threat for the company if the
market is attractive. The food industry is very large, viable, competitive and profitable.
Food industry has a very huge and attractive market which attracts the new entrants to
work in it. Although, Nestle has accomplished its brand name in the market but the food
industry is large and viable and lot of companies in the food industry has achieved a place

in the market but could not cross the Nestle in terms of the market share. The threat of
new entrants in case of Nestle is low (Camusio, 2011). Threat of substitute products: In food processing industries, there are so many substitutes
available due to the nature of the industry. Groupe Danone and Kraft foods are the
companies that deals with the similar products as Nestle. Nestle is required to focus on
maintaining health and wellness aspects to remain unbeatable in terms of market share.
Product innovation and differentiation will help the organization in taking competitive
edge to go beyond the substitutes. The threat of substitute products is high in case of
Nestle. Bargaining power of suppliers: Bargaining power of suppliers in the food industry is the
most important factor as the raw material can make a lot of difference in the food
processing industry. Nestle is known for its strong relationship with its suppliers. Most of
its products are dairy products and agricultural raw materials. Nestle always maintains
high standards and seek quality suppliers to retain the best suppliers globally. Nestle
advises its suppliers to work more efficiently and reduce wastage (Chen, 2011). The
bargaining power is high in case of Nestle because it is a food processing industry and
suppliers plays a significant role in supplying raw materials. Bargaining power of customers: Bargaining power of the customers also plays a
significant role in the business operations of the company. In food processing industry,
bargaining power of the customers are high. The customers can easily shift to the
substitute product if the company compromises with quality in the product. By
innovating new products as per the needs and wants of customers, Nestle has done well in
countering the bargaining power of customers. Nestle always cares about the
requirements of the customers and satisfies their needs by incorporating the healthy
products into its production process.
 Competitive rivalry within the industry: Competition level is increasing day by day in the
food processing industries as many new firms are incorporating their business in this
industry (Corley, Jourdan and Ingram, 2013) Groupe Danone and Kraft Foods are the
main rivals of Nestle in the industry. The firm has established a very strong brand image
in the market so it is difficult for the rivals to challenge the business operations of Nestle.
So the Competitive rivalry threat within the industry is low for Nestle.

PESTLE Analysis: PESTLE analysis is an important tool which monitors and analyses the
external factors or macro environment of the organisation. The following factors influence the
dynamics of the industry:
Political Factors: Political factors talks about the implication of rules and regulation of the
government on the business operations. Some Nestle products are not allowed in different
countries due to various reasons. The organization has done well in competing with the local
companies in India and China (Corley, Jourdan and Ingram, 2013). Government regulations
changes time to time and country to country as they impose different tax laws, accounting
standards and revised tax law interpretation has affected the business operations of Nestle.
Economic Factors: Economic factors talks about country's economic growth rate, inflation rate
and per capita income of the country. Nestle has faced some problems in supplying the products
due to different economic policies in different countries. Now company's clients and employees
are aware about the changing economic growth and inflation rate of the country.
Social Factors: The social factors talks about the company's responsibilities towards the society.
The social media have provide awareness to the public about the uses of ingredients in the
production process of the companies, So Nestle need to maintain its quality in production and
sales process (Craft and Hassan, 2015)
Technological Factors: Technology creates opportunities for the companies to bring new
products or improve the existing products. Internet and E-commerce plays a significant role in
the business activities. Nestle is required to adopt technical changes and improve its quality
products to maintain the top position in the food processing industry.
Legal Factors: Legal factors talks about health and safety of the customers. Nestle is a well
known brand and it needs to maintain the quality in the production process.
Environmental Factor: Environment affects the business operations and business activities
Nestle. IT gives companies a place to carry its business activities. It needs to reduce wastage,
control pollution from production to give a better environment to people of society (Dent, 2011)
1.2
Opportunities for Nestle:
Nestle has established its business in the global market. It has a well known brand image.
The organisation can come up with innovative products such as customised products which can
satisfy the needs and wants of the customers. The firm can expand its product line in growing

economies and it has opportunity to carry out its business in developing countries such as Brazil,
Russia, China, India and South Africa. The food processing industry is growing day by day and
the number of new entrants in this industry is also increasing. Nestle can capture the untapped
market by offering high quality services to their customers. The company can build partnership
with major companies in the world to run its business activities smoothly. Nestle has a strong
research and development department which can help them in introducing new products as per
the demand of the customers in the future (El-Ansary, 2006). The demand for healthier food is
rising, so it can also be seen as a good opportunity for Nestle to maintain quality of healthy and
nutritious products and grow the business in the future. The sales and distribution network of
Nestle is so huge that it can develop its products in countries of Africa as well. The income level
in growing countries is increasing rapidly so it can be a positive sign for the firm like Nestle
which is already established in the market.
Threats for Nestle:
Although, Nestle has a well known image in the market but there are some major threats
for the company that can affect the business operations of the organisation. The change in trends
can be seen as a big threat for the organization. The people are becoming more health conscious
which can impact on the demand of Nestle products such as Chocolates and chocolate related
products. The pre-packaged products are considered as unhealthy and unsafe products in Europe,
it can also affect the demand for some Nestle products. The major competitors like Walmart and
other retailers have cut prices for their products it could affect the demand of Nestle products in
the market. The government of India has banned Maggi for some period; it can affect the
business operations of Nestle. The negative word of mouth for Maggi can also be seen as a major
threat for Nestle. The buying power of customers and suppliers in the food industry is also
increasing day by day. The customers may shift to another brand if the firm compromises with
the quality in products and services. The prices for raw material are also increasing which may
harm its competitive price in the future (Fawzy and Dworski, 2010)

BCG Matrix: BCG matrix is portfolio marketing model which analyzes the market and growth
of the organisation.
Stars
Ceralac
Nescafe
Question Marks
Smarties
Nestle Nestum
Nescafe Decaf
Nesquik
Cash Cows
KitKat
Maggi Noodles
Dogs
Milky Bar
Neastea
Nestle Dahi
Nestle Crunch
Nestle Munch
Nestle's products such as Ceralac and Nescafe has high market share and high growth rate.
Products such as Smarties and Nescafe Decaf has high growth rate but comparatively low market
share. The other products like KitKat and Maggi noodles have low market growth but have high
market share. Milky Bar, Nestle Dahi has low market share as well as low growth in the market
(Fillis, 2010)

.1.3
The objective of Nestle is to become world's largest and best branded food manufacturer.
Source:
The following are the strategic priorities of Nestle:
 To deliver sustainable financial performance
 To put resources behind the ideas,
 Products and categories to recognized for healthy and nutritious products.
 Create values for the customers and control wastage.
 Improve customer relationship by developing E-commerce channels.
Illustration 1: Objective of Nestle

Nestle is world's leading health and wellness food processing industry. It operates its business
activities in more than 194 countries. It has captured a lot of urban as well as rural market in the
growing countries. The company has positioned itself among the top food processing industries
by quality products and services. The above stated threats for the company can impact the market
position of the firm. The negative word mouth for Maggi noodles can harm the image of Nestle
(Fritz, 2013). The opportunities of firm are directly linked with its objective. The aim of the
company is to become leader of food processing in the whole world. If the organisation identifies
the opportunities and works towards it, the company will be able to achieve its objective in time.
TASK 2
2.1
Strategic marketing is a process that helps the organisation in increasing sales by
concentrating more on the available resources. The strategic marketing assists in producing the
products which can be more profitable for the organisation. It looks at all the aspects of the
business and chooses the most profitable one. The marketing strategy starts with marketing
research and planning. It defines the target audience for the product, their needs and wants and
also focuses on the progress of competitors. The company can differentiate the products from its
competitors and enhance its reach to the customers. The organization can set the prices of their
products by analyzing their customer's progress. With the proper research, the company can
produce as per the needs of the consumers (Gangeshwer, 2013). The strategy marketing also
helps in establishing effective distribution network. The uses of internet for shopping purpose are
growing rapidly, so the company can use technologies effectively in distributing products and
services. The marketing communication helps the organisation to establish the brand in the
market. It requires proper strategic planning for establishing the brand image in the market. The
marketing strategy can impact the business environment. If all the employees have access to the
marketing plan, they will share the common goal and able to work efficiently and effectively
towards it. The strategic marketing planning is a process that evaluates and researches the
market, set objective of the organisation, identifies target audience, manages and controls the
workforces and defines the distribution network and then focuses on improving relations with the
customers. The management information system (MIS) helps in providing effective and efficient
decision making. MIS studies people, technology, organisation and relationship with the

customers. This system helps in providing right information to the right employee at the right
time.
Marketing communication uses different marketing tools and channels and focuses on
business objective and communicates these objectives to the market. Advertising, direct selling,
personal selling, promotion and public relations are the main tools of marketing communication.
Marketing communication includes 7p's of marketing mix which are product, price, place,
promotion, people, process and physical evidence (Giligan and Wilson, 2012)
The process of strategic marketing planning process is as follows:
 The first step in strategic planning is to set the mission of the company. It should benefit
the customers in the long term. The mission should be future oriented and the company
needs to ensure that all the employees should know about the mission of the firm and
cordially works towards it.
 The organisation is required to conduct a situation analysis. The company should know
the factors that affect the business operations. The company can do SWOT analysis to
identify the strengths, weaknesses, opportunities and threats.
 After the SWOT analysis, the organization is required to set marketing objective. The
aim should be specific, measurable, achievable, and realistic as well as it should be time
bound to achieve the objective.
 The last step in strategic marketing planning process is strategy development. It includes
7P's of marketing mix. It also includes segmentation, targeting and positioning of the
market (Gilmore and Erdem, 2011).
 The last step in the strategic marketing planning process is to evaluate the marketing
plan. It specifies how, when, by whom the marketing tactics can be monitored and
accessed.
2.2
Integrated marketing refers to promoting a particular product or service to the targeted
customers. In integrated marketing all the employees work together to increase the sales and
enhance profitability of the organisation. Nestle needs to focus on the following activities for
framework of integrated marketing plan:

 Identify desired future positions: To create an integrated marketing plan, Nestle needs to
identify desired position of the organisation in the future. Nestle can mention its desired
future position in the vision statement. The company needs to identify its opportunities
and possible threats in order to succeed in the future. The threats need to be reduced
whereas opportunities needs to be exploited. The company is required to work more in
research and development department. The R & D department will assist the company in
identifying the resources and it will give a positive outcome as well (Helsen, 2014). Data collection and analysis: The second step in integrated marketing plan is to collect
and analyse the collected data. Data can be collected in two types either primary data
collection or secondary data collection. Primary data is collected for the first time from
the primary research by the researcher. It includes observation, survey, questionnaire and
customer feedbacks. The researcher himself collects the data with his intelligence. The
secondary data collection includes books, journals, internet and other secondary source.
In this type of data collection technique, the researcher collects the data on behalf of other
person. In case of Nestle, researcher can choose primary as well as secondary source of
data collection technique. After collecting the data, it needs to be analysed in most
appropriate way. The data analysis helps in decision-making process.
 Market penetration: Market penetration is an activity that provide assistance in gaining a
higher market share by selling the existing products and services in the existing market.
In this activity the company focuses on promoting new products through advertisements,
bundling by offering lower prices and volume discounts (Hollensen, 2015)
Nestle can sell its exiting products in existing market to gain a higher market share at
lower risk. It can sell the products like Maggi, Milky Bar, Nestle Dahi in the existing
Illustration 2: Market Penetration

market to enhance its market share. It will help in increasing existing customer usage and
securing dominance in growth markets. It will also provide assistance in drive out
competitors like Groupe Danone and Kraft and take a competitive edge in the market. Market and Product development: Product development is a process of bringing a new
product into the market. It includes design, conceptualisation, marketing and
development of new products and services. The objective of product development is to
satisfy the needs and wants of customers and increase the market share of the company. It
requires proper research of the market before launching a new product in the market. The
market development is a process of identifying and developing new market for the
existing products and services of the company (Jobber and Ellis-Chadwick, 2012) In
market development, the company focuses on new groups of people and promote its
existing products and services. The market development, company divides the whole
market into smaller groups and target new customers. Nestle can segment the whole
market geographically or demographically. It will provide assistance in capturing the
untapped market. Product life cycle: The product life cycle concepts defines the stages of the products from
when it was introduced in the market to its removal from the market. There are a few
stages in between the introduction and removal. There are four stages of product life
cycle, these are introduction, growth, maturity and decline. Introduction is the primary
stage of the product. In the growth stage, the sales and profits of that products rises
sharply. In this stage company needs to invest more money in the promotional activities
to maximise the more growth of the product and the company. In maturity stage the
product is established in the market and aim to maintain that market share. In this stage
the products requires more modification and improvements to maintain that image in the
market (Kotler and Keller,2012). It might help the company in taking a competitive
advantage from its rivals. Decline is the last stage of any product. The customers are
shifting to the substitute products in this stage therefore the sales and profits of the
company declines sharply. Many of the Nestle products are now in the maturity and
growth stage where the products are well established in the market and further it requires
some improvements to maintain the customer base.

 Demand pull and supply push approach: This approach focuses on bringing the
customers in by providing the best quality products and services to them. The company
attracts the customers and influences them to buy the products. In this approach the
company believes in positive word of mouth that brings the customers in to purchase the
products.
2.3
Nestle is a well established brand in the market. It is world's leading health, nutrition and
wellness company. The company has targeted the customers on demographic and geographic
basis. It operates in more than 194 countries and employed over 339000people from different
parts of the world. Nestle serves products for all age group people. The company has a strong
unique selling proposition (USP). It distinguishes Nestle from its competitors. The company has
focused on pricing and positioning strategy. Nestle's pricing and positioning strategy is aligned.
Nestle is also known for the premier brand in the food industry (Kriemadis, Terzoudis and
Kartakoullis, 2010). Nestle has also a strong distribution network worldwide. The company
makes the products accessible to the customers all the time and ensures timely delivery to
provide maximum satisfaction to the customers. Nestle gives timely offers with the products and
services to the customers. These offers include money back guarantees, special combo offers,
packages and other discount offers to the customers. Nestle also focuses on promotional
strategies that includes TV ads, online advertising, event marketing, trade shows, press releases.
Nestle has also identified its opportunities and threats from the SWOT analysis. There are
a lot many opportunities for Nestle to expand its business operations in more countries
worldwide. It can beat its competitors by quality products and timely services. Nestle can adopt
new marketing strategies in which it can come up with innovative products and innovative ideas
in order to overcome its biggest threats. The objective of Nestle is to be world's largest and best
branded food manufacturer. With this kind of objective, Nestle has identified its desired future
objective. The company has a very good research and development department, that provide
assistance to the company by informing about the needs and wants of the customers from
different countries worldwide. The R&D department also helps in identifying the available
resources and uses them in such a way that the future generation need not to sacrifice for it. The
company chooses secondary source of data collection technique (Mathur and Evans, 2013). The
data was collected through books and internet, where the company has studied the behaviour of

the customers. The tastes and preferences of the customers was identified and company has
managed to improve or modified the most disliked Nestle products. Nestle has developed new
products and new markets as well. It has developed new products in the existing market and
existing products in the new market in order to improve its business market position. Most of the
Nestle products are in growth and maturity stage, where it requires more modifications and
improvements in order to take a competitive advantage from the rivals. Nestle has also adopted
demand pull and supply push strategy to gain more customer base. The company has worked on
promotional strategies in such a way that brings the customer or influences them to buy
company's products.
TASK 3
3.1
The following are the various campaign channels and techniques used by Nestle:
Advertising: Advertisements are the most effective way to reach out to the maximum number of
customers. It is a non personal form of promotion. It is a way to persuade, encourage or
manipulate the target audience to purchase the product. In the price advertising the price of the
products are clearly mentioned in the advertisements. At the time of discounts and offers
companies uses price advertising technique to attract the customers. Image advertisements
provides images of the products in the ads (Saxena, 2010). The image ads are more effective
with the packaging of the products and it also attracts the customers. Direct response
advertisements focuses on getting the feedback of the customers immediately after providing the
products and services. The following are the advantages of advertisements:
 The effective advertisement helps in attracting the customers. The colour, price and
packaging makes a product more attractive that the customers are influenced to purchase
that product.
 The successful advertisement programs helps in generating more revenue by increasing
the sales volume.
 Advertisements helps in increasing the demand and creating the goodwill of the
company.
 Advertisements covers broader area, means a lot of people can get to know about the
product in a same time.
The following are the disadvantages of advertisements:

 The cost is the major factor in the advertisements. There is no such guarantee of getting
the customers but the cost involved in making or running the ads surely decreases the
revenue (Sheehan, 2010).
 Sometimes the advertisements confuses the buyers, they may feel cheated if the products
and services are not as per the quality told in the advertisements.
 Advertisements encourages sale of inferior products and these ads are seen as one way
communication by the company.
Personal selling: Personal selling is a process in which companies uses their sales force to sell
the product to customers by face to face interactions. The product is promoted by the knowledge,
appearance, attitude of the sellers.
Advantages of personal selling:
 The customer attention can be taken by the sellers. The immediate response from the
customers can also be obtained.
 The message in personal selling is customised according to the behaviour of the
customers.
 The customer relationship can be improved by personal selling.
 In personal selling there is always an opportunity to close the sale anytime as per the
behaviour of the customer (Sinha, Ahuja and Medury, 2011)
Disadvantages of personal selling:
 It covers lesser area, the message can only reach to a limited number of customers.
 Personal selling is an expensive, time consuming and costly way of promotion.
Public Relations: Public relations states the relationship between the company and the
customers. It always focuses on betterment of relations of the people of organisation with the
consumers.
Advantages of Public Relations:
 The organisation's image can be build or enhanced with public relations.
 It is a cost free way of promoting the product or services.
 The organisation can reach out to specific groups or able to cover the untapped market
with enhancing the relationship with the customers.
Disadvantages of Public Relations:
 Through public relations, it is hard for the organisation to measure the success.

 In effective public relations, it needs a positive word of mouth or it needs a publicist to
promote the products and services of the company (Taylor and Strutton, 2010)
 Sometimes it can spread inappropriate message to the customers.
Direct Marketing: Direct marketing is a way to promote the products directly by the
organisation to the customers. It includes telephone, mail order instead of retailers.
Advantages of Direct Marketing:
 The message can be spread directly to the targeted customers.
 The competitors may not aware about this activity of the organisation.
 It provides more opportunities to take feedbacks of the customers.
 The outcome from direct marketing are measurable.
Disadvantages of Direct Marketing:
 It is a costly way of promoting products and services.
 The customers receive spam or junk mails on a regular basis, that may irritate them.
 There may be some delay in delivery of information through mails (Tiago, M.T. and
Tiago, 2012).
3.2
Nestle can promote its products and services in following manner:
 Advertisements: Nestle can promote its products through advertisements. It includes TV
ads, mobile ads, social media advertisement, radio commercials and others. Nestle is a
well established brand but it needs to promote its products on a timely basis. These ads
help in maintaining the brand image of Nestle. These ads attract the customers and
influence them to buy the products. Social media can be a good choice to promote the
products as more number of people are always active on the social media websites.
 Personal Selling: personal selling can also be an effective option to promote the product.
Nestle will be able to give customised message to the customers. These informations or
messages can be given as per the behaviour and attitude of the customers (Tsai and
Cheng, 2012). If there is no response or the customers looks not interested, the company
can close the sale.

 Public Relations: Public relations will assist the company to improve its brand image
and market share. It is a cost effective way of promotion. Nestle can use this method
easily because it is already a well known brand.
 Direct Marketing: Direct marketing is a face to face marketing. Nestle can use this
method of promotion and gets the customer's feedback. It will provide assistance to the
company to produce the products as per the needs and wants or tastes and behaviour of
the customers.
 New Media: Nestle can use Blogs, mobiles and social networks to promote its products.
Many people always remains active on social networks such as Facebook, Twitter and
LinkedIn. These websites can help to gain unknown informations about the products of
the company. Nestle can review its products by these informations. Nestle can itself
provide some valuable informations to the clients (Pride, 2012).
There are a few modern campaign models that Nestle can use to promote its products: Guerrilla Advertising: It is an effective way of promoting the products. According to this
type of advertising, companies spent a lesser amount to promote the products and
services. It is an unconventional way of advertising. Product
Placement: Product placement helps companies to promote their products through appearances
in film, TV serials and other media. Nestle uses product placements to appear its products in the
films and serials. Mobile Advertising: In the modern era, mobile advertising is most effective way of
promoting the products and services. In mobile advertising the ads reaches to the people
who owns smartphones, tablets and other mobile devices. Web banner: The web banners enables the advertisements of the companies to be visible
on the web page. It attracts the audience of whole world. It covers larger audience at a
single time, Nestle can take advantage of this model to promote its products worldwide.
 Endorsements and Testimonial advertising: Promoting the products by celebrities is
called as celebrity endorsement. The followers of the celebrity may attract with the
product they promote through advertisements. TV ads, radio commercials are falls under
testimonial advertisements. In India, well known Bollywood artists Amitabh Bachhan
and Madhuri Dixit promotes the Nestle brand (Robert and Zahay, 2012).

3.3
S.N. Way of promotion Responsible Person Total Cost (£)
1 TV advertisements Marketing Manager 1600
2 Social Media Ads Technical Director 1000
3 Mobile Advertisements Assistant Marketing Manager 800
4 Direct Marketing Sales Person/Marketing Manager 1600
5 Personal Selling Sales Person 1800
6 Public Relations Marketing Manager -
7 Youtube, Google, Blogs Technical Director 2000
Nestle will promote its products in the above stated ways. Nestle will promote its products on
TV advertisements. The marketing manager will be the responsible person for running the ads on
Televisions. These TV ads will incur a total cost of £1600. These ads will run for 1 minute at a
time. The marketing manager is also responsible for direct marketing way of promotion. He will
ensure that the right sales person will sale the products to the customers on behalf of the
company. It is a costly method of promotion, it will require around £1600 for 6 months. The
other way of promoting the product is on social media websites (Saxena, 2010). The technical
director of Nestle will be liable for these kinds of ads. It will cost around £1000 for 6 months
ads. The assistant marketing manager will be liable for mobile ads. These mobile ads will run on
smartphones, tablets and other mobile devices which supports internet. These mobile ads will
cost around 800 for the period of six months. The marketing manager is also responsible for
public relations. It is a cost free method of promotions. The marketing manager will ensure that
every customer gets proper response from the staff person, these staff person talks to them in
polite manner, that will provide assistance in betterment of public relations. The technical
director is also liable for ads on blogs and other internet sites like youtube, google etc. It will cost
around £2000 for six months. The objective of Nestle is specific, measurable, achievable,
realistic and there is a time boundations in it. In this marketing campaign, Nestle has objective of
achieving the sales target of £10 million from these campaign in next six years. This objective is
specific, measurable and there is a time boundations in this (Sheehan, 2010) The company needs

to focus on these promotional activities in order to achieve the target. The another objective of
Nestle is increase the profit, that should be 20% of sales from this campaign in next six years. It
is an achievable objective, Nestle is required to produce quality products and services to attract
more customers from these activities. By achieving these objectives in time, Nestle will be able
to maintain its brand image and able to gain more profit in the future.
TASK 4
4.1
Nestle has established as a brand in the market. However, It wants to develop its product
line by launching a new product into the market. Nestle is ready to launch a new product named
'Nestle Joyfie'. It is a type of chocolate that is meant for all age group people. Children can enjoy
it at most as well as elders will also enjoy the taste of it. It will be a flavoured chocolate, various
flavours will be chocolate, mango, strawberry, lemon and tomato. In beginning, It will be
launched in the local market of London. When it would get success, It will be launched in
different part of countries as well. It will just cost £1 for each Joyfie. The price for the new
product launched by Nestle is too reasonable. Any person can afford it and enjoy the taste of it.
Joyfie needs to be tested in the field laboratory. Nestle will forecast about the revenue from this
new product. The major target for this new product will be the kids of London. It will be the
most reasonable product of Nestle. Feasibility study will talk about how successful the project
can be completed. It will check the feasibility of the product as well. After feasibility testing,
Nestle needs to analyse its costs and benefits for the company (Sinha, Ahuja and Medury, 2011).
Nestle also needs to analyse the strengths and weaknesses of the alternatives. According to
Ansoff matrix, when a new product is launched in existing market, it is called as product
development. Nestle also required to analyse BCG matrix and gap analysis for the new product.
Gap analysis will talk about where the company's position in current and where it wants to go in
the future. Gap analysis understands the difference between these two. In value chain analysis
company identifies the internal activities of the firm. It identifies primary and support activities
to give value to newly launched product and analyses the product for reduce the total cost. It
helps in identifying which activities are beneficial for the company.
4.2
Marketing Plan for the new product launch by Nestle:

Aim and Scope: The aim of Nestle behind launching the new product 'Joyfie' is to target the kids
of London. Earlier Nestle only deals with baby food for the children, now it wants to bring
chocolates to that category of people. It is the most reasonable Nestle product that just costs £1
for each chocolate. If the new product gets success in London, Nestle will launch it globally as
well. So there is a big scope for Joyfie to reach out to the global audience (Taylor and Strutton,
2010.
Company Background: Nestle is a food processing industry that deals in confectionery, coffee
and tea, baby food, dairy products, bottled water, medical food, breakfast cereals, pet foods, ice
cream, frozen food and snacks. It operates in more than 194 countries worldwide. Nestle has
served products and services for all the age group people. It is a well established brand in the
market.
Market Analysis and Product development: In the food industry there is always a scope of
launching a new product and get success from it. There are so many competitors competing in
the food industry. Every day a new entrant enters into the market and starts its business
operations. It is hard to maintain the market position for longer time period, It requires a lot of
innovations in the products to survive in the competitive market. The research and development
department of Nestle has researched the London market and analysed that there is a need of
reasonable chocolates for the kids. Therefore, the company has planned to launch a new product
particularly for the children segment. Nestle has tested the new product in the field laboratory
and checked its feasibility as well (Tiago and Tiago, 2012).
Segmentation, Targeting and Positioning: Nestle has divided the whole market into the
smaller sub groups. It has geographically and demographically targeted the small kids from the
city of London. Nestle wants to increase its brand image therefore it has come up with this new
product. Nestle wants to occupy a distinct position in the mind of the customer, therefore it has
launched Joyfie.
Objective: The objective of Nestle is to be the leader in the food industry. Nestle wants to
become world's largest and best branded food manufacturer. The objective behind launching
Joyfie is to target the kids segment of London (Tsai and Chena, 2012)
Marketing Mix of 'Joyfie': Marketing mix is a set of actions that the company uses to promote
the products. Nestle will promote Joyfie with marketing mix. It includes the following:

Product: Product is an item that is been produced to satisfy the needs and wants of the
customers. If the product is tangible, it will be called as goods and if the product is intangible, it
will be called as services. Every product has a life cycle. The first stage is introduction stage in
which the product is launched. The second stage is growth stage, in which the products grows in
the market. Third stage is maturity, when the product requires some repairs or improvements.
And the last stage is decline stage when the products removes from the market.
Price: Prices talks about the money, that the customers are ready to give for it. Price is a very
important content in the marketing mix. The price of the product is set as per its demand and
supply in the market (Tse, 2013).
Place: Place defines the area in which the product will be launched. In the given case, the
product of Nestle will be launched in London. Place also talks about the distribution network.
Promotion: Promotion is also important factor of marketing mix. It can boost the sales and
profits of the company. Promotions includes advertisements, public relations, sales organisation
and sales promotions.
Action Plan:
Type of Promotion Objective Time of Implementing Accountable Person
Advertising To create brand awareness Peak Hours (as per the
school timings)
Advertising Agency
Free Sample To enhance customer
engagement
Holidays Marketing Manager
Nestle will advertise the new product in Television. It will be at the peak hour. For example
when the children are at home company will advertise on TV. The objective of these
advertisements is to create brand awareness in the market. The advertising agency will be the
accountable person for that activity (Saxena, 2010).Nestle will also give Joyfie as free sample to
the kids of London. The objective for that is to enhance the customer engagement. These free
samples can be offered on the time of holidays in the schools. The marketing manager will be the
responsible person for that activity.
Budget:

Activity Time Frame Total Cost (£)
Social Media 6 months 13000
Newspapers 1 year 6000
Television 6 months 16000
Google 2 months 20000
Control and Contingencies: Monitoring and supervising of the marketing plan will help in
controlling. Nestle is required to follow the rules and regulations governed by the Government.
The company also needs to follow corporate social responsibilities.
CONCLUSION
Nestle has done significantly well in all the aspects. The company has a strong organisational
culture that enables it to operate in more than 194 countries worldwide. It has strategically
planned and organise many activities. The company has expanded its many products in the past
and now planning to launch a new product as well. It has developed a marketing plan to develop
the products in more appropriate manner (Sheehan, 2010) The company has followed rules and
regulations of the government in order to succeed in the future.
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