Marketing Management Presentation

This presentation provides an overview of marketing management, including company analysis, situation analysis, PESTLE analysis, opportunities and threats for Nestle, BCG matrix, objectives of Nestle, strategic priorities, strategic marketing planning, integrated marketing, campaign channels and techniques, budget analysis, action plan, and budgeted actions.

Marketing Management

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.
 The role of marketing manager is to examine resources and competencies, competitor's
cost structure, product differentiation, competitive positioning and other factors.

COMPANY ANALYSIS
 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

SITUATION ANALYSIS
Porter's five forces model is an important tool that
analyses the level of competition within the
industry. Porter identifies 5 forces that
determine competitive intensity and
attractiveness of the industry.
 Threat of new entrants: Low
 Threat of substitute products: High
 Bargaining power of suppliers: High
 Bargaining power of customers: High
 Competitive rivalry within the industry: Low

PESTLE ANALYSIS
 Political Factors
 Economical Factors
 Social Factors
 Technological Factors
 Legal Factors
 Environmental Factors

OPPORTUNITIES FOR NESTLE
 Global Market
 Expand its product line in growing economies
 Capture the Untapped market
 Build Partnership with Major Companies
 Rising Demand for Healthier Food

THREATS FOR NESTLE
 Change in Trends.
 Increasing Health Consciousness
 Unhealthy pre-packaged products
 Price cut by Major Competitors
 Buying power of Customers and Suppliers

BCG MATRIX
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

OBJECTIVES OF NESTLE

STRATEGIC PRIORITIES
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.

STRATEGIC MARKETING PLANNING
 Set Mission
 Situation Analysis.
 Set Marketing Objective.
 Strategy Development.
 Evaluate Marketing Plan.

INTEGRATED MARKETING
Nestle needs to focus on the following
activities for framework of integrated
marketing plan:
 Identify desired future positions
 Data collection and analysis
 Market penetration
 Market and Product development
 Product life cycle
 Demand pull and supply push
approach

CAMPAIGN CHANNELS AND
TECHNIQUE
Advertisement
Advantages of advertisements:
 Attracting the customers.
 Generating more Revenue
 Increasing the demand and creating the goodwill
 Wider Coverage
Disadvantages of advertisements:
 Higher cost
 Confuses the buyers
 Encourages sale of inferior products

CONTINUED
Personal selling
Advantages of personal selling:
 Customer Attention
 Customized Message
 Customer Relationship
 Opportunity to close the sale anytime
Disadvantages of personal selling:
 Lesser coverage
 Expensive, Time consuming

CONTINUED
Public Relations
Advantages of Public Relations:
 Image Building
 Cost free way of promotion
 Reach out to specific groups
Disadvantages of Public Relations:
 Hard to measure success
 Required positive publicist
 Inappropriate Message

CONTINUED
Direct Marketing
Advantages of Direct Marketing:
 Message directly to targeted customers.
 Unaware Competitors
 Feedback
 Outcome is measurable.
Disadvantages of Direct Marketing:
 High Cost
 Spam or Junk mails
 Delay in delivery of information

BUDGET ANALYSIS
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

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

Budgeted actions
Activity Time Frame Total Cost (£)
Social Media 6 months 13000
Newspapers 1 year 6000
Television 6 months 16000
Google 2 months 20000