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MARKETING MANAGEMENT Executive Summary

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Added on  2019-12-04

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MARKETING MANAGEMENT Executive Summary 1 SITUATION ANALYSIS 1 Industry overview 1 Market trends 1 Macro and Micro environment 2 Competition 2 Company Background 3 OBJECTIVES 3 Corporate objectives 3 Marketing objectives 4 Communication objectives 4 BRANDING AND POSITIONING STRATEGY 4 COMMUNICATION STRATEGIES 5 Pull Strategy 5 Push Strategy 6 Profile Strategy 6 MARKETING STRATEGY 7 Target Markets 7 Use of marketing mix elements 7 ACTION PLAN 8 BUDGET 9 EVALUATION AND CONTROL 10 CONCLUSION 10 REFERENCE

MARKETING MANAGEMENT Executive Summary

   Added on 2019-12-04

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MARKETING MANAGEMENT
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Table of ContentsExecutive Summary...................................................................................................................1SITUATION ANALYSIS..........................................................................................................1Industry overview...................................................................................................................1Market trends..........................................................................................................................1Macro and Micro environment...............................................................................................2Competition............................................................................................................................2Company Background............................................................................................................3OBJECTIVES............................................................................................................................3Corporate objectives...............................................................................................................3Marketing objectives..............................................................................................................4Communication objectives.....................................................................................................4BRANDING AND POSITIONING STRATEGY.....................................................................4COMMUNICATION STRATEGIES........................................................................................5Pull Strategy...........................................................................................................................5Push Strategy..........................................................................................................................6Profile Strategy.......................................................................................................................6MARKETING STRATEGY......................................................................................................7Target Markets........................................................................................................................7Use of marketing mix elements..............................................................................................7ACTION PLAN.........................................................................................................................8BUDGET....................................................................................................................................9EVALUATION AND CONTROL..........................................................................................10CONCLUSION........................................................................................................................10REFERENCES.........................................................................................................................12
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Executive SummaryNestle is a vibrant organization that offers customers with global standards productsand is well committed to long-term sustainable development along with satisfaction ofshareholders. Also, the company is popular for its brands in Prepared Cooking Aids andDishes, Nutrition and Milk Products, Confectionary segments and Chocolates. The belowmarketing plan of company is analysing marketing mix of 2 minute Maggi noodles andevaluating popularity of its health variant Vegetable Atta Noodles. The following marketingplan is prepared to suggest Maggi in its successful re-launching of brand. For the purpose ofsuch analysis, various secondary sources have been used to get wide information about theindustry and customer preferences for the company. SITUATION ANALYSIS Industry overviewNestle is one of the leading brands in International Market. It is one of the world’slargest food manufacturer having 2000 or more brands. It currently manufactures more than12 different segments of consumer products including cereals, candy, coffee, nutrition, petcare, ice cream etc. Nestle has been ranked at 72 among top Fortune Global 500 in 2014. Itstarted its business in early 1860’s with the product as new baby formula buttressed by themothers who could not breast feed (Bradley, 2005). Nestle expanded its market afterwards byproducing chocolates being added to the milk. It has annual sales approx. to $100.64 billion(Nestle, 2014, p.1) with the market capitalization amounting to around $245.71 billion.Nestle has around 339,000 employees actively working in an organisation. It operates within196 countries having headquartered in Switzerland. A strong commitment to productdevelopment can be shown in the history of this organisation. In December 2014, itannounced 10 new skin care research centre worldwide spending about $350 million ondermatology research and development (Culella, 2011). In the year 1947, following variouschanges in corporate and ownership structure, Maggie and Nestle merged to developNestlé-Alimentana S.A. Market trends Nestle’s flagship brand Maggi has dominated the market of instant noodles for almostthree decades, which is now losing its share in the market due to new entrants like HindustanUnilever's (HUL) Knorr Soupy noodles, GlaxoSmithKline's (GSK) Horlicks Foodles, TopRamen, Big Bazaar's Tasty Treat and many other small traders. After Maggi Noodles was1
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withdrew by Nestle, other competitors also off the market. Hence, at present Yippee of ITC’sis the only main brand available in the particular category (Daye, 2009). Moreover, a climateof distrust and alarm has been developed in the customers minds regarding instant packagednoodles. It has been drastically influenced the industry of instant noodles overall as well assuppliers to such business comprising many in medium and small sectors. Also, it hasaffected the business of retailers in the industry. Organizations including Nestle are makingattempts to revive confidence of customers in packaged snacks. It involves increasingmarketing expenses not only for building brand but also for promoting their offerings as safe(De Mooij, 2013). Macro and Micro environmentPEST analysisPolitical factors – The Maggi Noodles is greatly influenced by prevailing regulations relatedto actions of marketing and food standards. Moreover, stability of government in newdeveloping economies raising risk for the international procedure. Also, changing global lawsdemanding standardized practice from company along with adequate adaptation to distinctpolitical aspects. Economic factors – Nestle is required to have enough knowledge and awareness of economicgrowth rates, levels of income in the society and changing inflation. The increase inconscious consumer for the company is also resultant from changing budgets of customers(Culella, 2011). Social factors – Due to the large availability of labour force between the ages of 15-64,Nestle can be able to introduce products line that are compatible with products of itscompetitors, like Maggi 2 minute noodles, Vegetable Atta Noodles, etc. that are more freshand healthy. Technological factors – The Company is having development opportunity from e-commerceand on the basis of which it can make innovations in its available offerings. Moreover,without making good investment in research and development, the organization would not beable to reach the leading position in the industry (Bradley, 2005). SWOT analysisStrengths•Maggie is a Nestlé’s well-structuredWeaknesses•Nestle company is very much depending2
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