Marketing Concepts and Strategies for Nestle Breakfast Cereals in Australia

This report provides a detailed analysis of the marketing concepts and strategies used by Nestle for its breakfast cereals in the Australian market. It covers marketing philosophy, theory, and strategy, including the marketing mix components, segmentation, targeting, and positioning strategy.

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Marketing

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Abstract
The objective of this report is to enable the readers to get the detailed marketing knowledge of
the chosen brand or product, ‘Nestle Breakfast Cereals’ by introducing the marketing concept,
marketing philosophy, marketing theory and their application to the chosen branded product.
The main assessment discussions are related to identifying, collecting, analyzing, and
organizing the academic marketing knowledge for enabling the readers to understand how the
marketing practitioners/ marketing professionals make the best decisions for the long-term
survival and growth of the businesses. This assessment provided a broad understanding of the
marketing concepts and philosophy by discussing the marketing objectives, marketing
processes, marketing mix components, marketing strategy, brand positioning, segmentation,
and targeting strategy, and finally, controlling for the marketing functions and operations related
to the product in the Australian markets (Blythe, 2009).

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Contents
Abstract.......................................................................................................................................................2
Introduction................................................................................................................................................4
Discussions..................................................................................................................................................4
Marketing Philosophy...............................................................................................................................4
Marketing definition..............................................................................................................................4
Marketing Evolution..............................................................................................................................5
Marketing Objectives-...........................................................................................................................5
Marketing Theory......................................................................................................................................6
Buyer decision-making process..........................................................................................................6
Total product..........................................................................................................................................7
Circles of satisfaction...........................................................................................................................7
Marketing concepts..................................................................................................................................7
Marketing Mix Components- 7Ps Marketing model.........................................................................8
Marketing Audit...................................................................................................................................10
Marketing Strategy-............................................................................................................................12
STP model of Marketing....................................................................................................................12
Conclusion...............................................................................................................................................13
References..............................................................................................................................................14
Appendices................................................................................................................................................15
Appendix 1 [Present]3 Model................................................................................................................15
Appendices 2: [Present]3 Model structure.............................................................................................16

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Introduction
Nestle is one of the largest foods and beverage company in the world having wide operations
around the globe with its business operations in more than 190 countries with over than 450
world-class factories or manufacturing plants. Currently, it employs 339,000 employees for
managing its worldwide operations in order to offer a range of foods and drinks products, like
baby foods, breakfast cereals, chocolates, teas, coffees, confectionery items, ice-creams,
snacks, packed fast foods, and frozen foods. But, the breakfast cereals for Nestle in the
Australian market include Uncle Tobys Oats, Cheerios, Milo Duo, Fruit Bites, Nestle Nesquik,
Nestle Milo, Fruity Bites,Uncle Tobys O&G, and Uncle Tobys Natural Style Muesli, and Uncle
Tobys Plus, The report reviews the marketing concepts, philosophy, theory and strategy of
Nestle in the UK markets for its chosen brand or product, ‘Nestle Breakfast Cereals’ (Nestle Inc.
2017).
Discussions
Primary Ideas-
Idea A- Marketing Philosophy Idea B- Marketing Theory Idea C- Marketing Concepts
Secondary Ideas
Marketing Definition Buyer Decision-Making Process Marketing Mix Components
Marketing Evolution Total Product Marketing Audit
Marketing Objectives Circles of Satisfaction Marketing Strategy
STP Model of Marketing
Tertiary ideas- discussed in details under the headings of each secondary idea
Marketing Philosophy
The marketing philosophy involves the components including the marketing definition, marketing
evolution, and marketing objectives.
Marketing definition- Marketing is the central function for a business organization on which
other organizational functions also depend for achieving the success. According to American
Marketing Association (AMA), the marketing is defined as a set of processes, activities, and
institutions for creating, communicating, delivering, and exchanging the offerings that create
high value to the customers, stakeholders, partners, and society at the great extent. According
to Kottler, the marketing is satisfying the needs, expectation, and wants of the clients by offering
them quality products or efficient service delivery. The marketing definition focuses on the key
elements, like human activity, customers’ satisfaction, fulfilling their needs and wants, and
exchange processes for creating customer values (CTI Reviews, 2016).
Marketing Evolution- this is related to shaping the marketing practices, activities, and
processes as a result of the advances in the social perspectives, the evolution of the industry,
and evolution of the customers. It will be effective for creating value to the customers by making
changes in the marketing mix components, strategy, and practices for Nestle breakfast cereals

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as per the changing customers’ buying needs, preferences, and expectations as well as
adapting its business operations to the changing industry demands. From the social
perspective, the businesses of Nestle should be focused on the socially responsible marketing
for the benefits of the society and the community individuals(Brassington, &Pettitt, 2012).
Figure 1: Marketing Philosophy
(Source: Blythe, 2009)
Marketing Objectives-these are strategic, financial, and communication marketing objectives
that are related to maintaining its brand positioning and attaining the sustainable competitive
advantage for the breakfast cereals in the Australian markets that are following as:-
1. To increase the sales revenues by 25-30% and profit margins 15-20%, and reduce costs by
20-25% for Nestle Branded Cereal items
2. To increase the brand awareness and loyalty of the customer into the brand through effective
communication to attract the customers, to generate auto sales along with the repetitive
purchase, and maintain long-term relationship with them
3. To strengthen e-commerce operations for facilitating the e-business in order to determine the
high growth businesses with fewer efforts and less time wastage
4. To beat the competitive strategy of Kellogg, Freedom Foods, and Carman’s Fine Foods for
maintaining and sustaining the top position in the Australian markets (Buttle& Makin, 2015)
5. To make huge investment into the marketing research, development programs, and
promotional activities to greatly promote its branded products across the Australian markets
6. To achieve operational excellence, product leadership, and customer intimacy
Marketing Theory
The marketing theory for Nestle breakfast cereals includes three mega marketing concepts or
components- buyer-decision making process, the circle of satisfaction, and the total product.
Figure 2: Marketing Theory Elements

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(Source: Dr. Fanning, 2015)
Buyer decision-making process- It depends upon the product quality, value, brand reputation,
pricing, product availability, their buying behaviors and perceptions toward the brands, and
consumption pattern. The buyer decision-making process will consider 3 time zones for
influencing the buying behavior characteristics of the buyers (Dr. Fanning, 2015). These include
purchasing behavior (attitudes and perceptions of the buyers for searching of brands, estimating
the risks and purchasing the alternative products, undertaking the cost-benefit-risk analysis, and
selection), product delivery (experiencing, assessing the delivery experiences), and post-
purchase behaviors (reflection or evaluation on the post-purchase or post-delivery evaluation).
Figure 3: Factors for Satisfaction
(Source: Jobber, 2012)
Total product- the total product for Nestle breakfast cereals involves three parts including the
product considerations (nature, design of product, consumers for this, consideration of factors
while designing, developing or buying the product), product layers (the core aspects, like
design, expectations from the products, and differentiation from the competitors), and product
components, like (goods or services, ideas, people, processes, place, or prices, product
perishability, product leadership, delivery duration, product uniqueness).

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Circles of satisfaction- It will include the degree of interaction between the buyer and seller
and ability of the product to satisfy the customers’ wants and needs through the high quality,
valued, and efficient customer service delivery.The circles of satisfaction for Nestle breakfast
cereals include the ideal, acceptable, equitable, predictive outcomes of the core product. 5-Gap
model could be used to improve the customer satisfaction by identifying the gaps, like the
knowledge gap, the delivery gap, the communication gap, the product standards gap, and the
total gap because of the differences in the actual outcomes and expected outcomes for the
selected product (Hunt & Bush, 2011).
Figure 4: Consumer Decision-Making Process
(Source: Hunt & Bush, 2011)
Marketing concepts
The marketing concepts involve three categories including the production concept, selling
concept, and the marketing concept. The marketing philosophy concepts are related to
providing the sufficient knowledge and information of the marketing objectives, situational
market analysis, marketing mix components, segmentation, positioning, and targeting strategy,
product leadership, and strategies for providing the competitive advantage for Nestle breakfast
cereals.
Figure 5: Marketing Concepts

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Marketing Mix Components- 7Ps Marketing model
Nestle is one of the largest nutrition foods companies in Australia as well as in the rest of the
world. It is one of the world’s largest selling FMCG brands for breakfast cereals through the
wide in-housing production and distribution of the breakfast cereal items. The marketing mix
components are aimed at maintaining and sustaining the top positions for Nestle branded
breakfast cereals in the Australian markets. The marketing mix components for Nestle Breakfast
cereals in the Australian marketplace include 7Ps- products, price, place, promotion, people,
processes, and physical evidence that are following as:-
Figure 6: 7S Marketing Mix Components
(Source: Richter, 2012)

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Products- Nestle is the most successful nutritional foods brand in Australia that offers a wide
range of the breakfast cereals items in the Australian market including Uncle Tobys Oats, Uncle
Tobys Cheerios, Fruit Bites, Milo Duo, Nestle Milo, Nestle Nesquik, Uncle Tobys O&G, Uncle
Tobys Plus, and Uncle Tobys Natural Style Muesli. The product development strategy for Nestle
Breakfast cereals is the customer-centric that focuses on meeting the nutrition and quality
needs of the customers by providing the healthy, quality, nutritional, and wide range of breakfast
cereals. Nestle breakfast cereals are produced with the goodness of the milk, food grains, and
multi-nutritional elements along with the low sugar and low salt contents (Nestle Inc. 2018).
Pricing- Nestlé’s pricing strategy for its breakfast cereals in the Australian markets depend
upon the competition level, market conditions, and consumer demands for each product
category. The company uses different pricing strategies for its products. For example, Nestle
Maggie and Nescafe are the largest selling brands of Nestle from which it earns a large amount
of revenues with higher profit margins. For breakfast cereals, Nestle uses market penetration
strategy for keeping good control on the markets through the offering of breakfast cereals at low
or cost-effective prices that are easily affordable and in access of the average customers of the
target markets.
Distribution or Placement- Nestle uses the standard distribution strategy for placing breakfast
cereals across the Australian markets. Nestle distribution strategy is centralized and highly
concentrated to targeting the geographically dispersed areas of the targeted Australian markets.
The placement strategy for Nestle breakfast cereals is identified from a typical distribution flow-
Manufacturer >> Confectionery & Foods agents >> Distributors >> Retailers >> Consumer
Manufacturing >> Bulk Buyers >> Consumers
Nestle uses the multiple sales channels and distribution networks for the distribution of the
breakfast cereals in the Australian markets. It offers the selected product category (breakfast
cereals) through the supermarkets, grocery or retailing stores, medical shops, authorized
distributors, or sales agents. The company will also be targeted on the online sales or e-
commerce operations through the top e-commerce sites, like Amazon, Woolworths and others
(Payaud, 2013).
Promotion- The promotional strategy of Nestle for its breakfast cereals is based on creating the
high brand awareness and customer loyalty for the breakfast cereals items. It uses social media
marketing, print media advertising, sales promotion, and other promotional campaigns to
promote its breakfast cereals across the Australian markets. The company promotes the
branded breakfast cereals through social media posts, digital advertising (brand ambassadors,
TV advertisements), and print media advertising (publishing newspaper, magazines, brochures,
and templates). The e-commerce offering is aimed at enhancing the online customer
relationship in order to persuade the customers for the repeat purchase.
People- Nestle is a high valued brand with high market positioning that employs the skilled,
talented, and experienced marketing personnel to conduct the customer surveys, analysis of the
marketing conditions and competitors’ strategy, and promotional efforts for creating the brand
awareness and customer loyalty through the integrated promotional efforts. The company
employs the potential marketing staffs who can deliver an efficient customer service delivery
through the integrated promotional efforts(Lancaster &Massingham, 2010).
Processes- The processes are ways for delivering the breakfast cereals to the customers in the
targeted Australian markets. The marketing processes of Nestle are lined with offering the
superior customer services through the product offerings in the high quality and sufficient
nutrition for achieving the objectives, like high customer acquisitions and retention, good
customer service experience, and long-term customer relationship. The marketing processes for
Nestle breakfast cereals include the situational marketing, segmentation, targeting, and

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positioning, market analysis, product development, conducting customer survey, and
implementation of the marketing plan (Richter, 2012).
Physical layouts- these are physical evidence to offer the branded breakfast cereals in the
wide range for offering to the customers across the Australian markets. Nestle offers its
breakfast cereals through the retail stores, supermarkets, and dealers’ stores for the delivery to
the consumers.
Marketing Audit
Situational Analysis of Nestle breakfast cereals in the Australian marketing
SWOT Analysis
Nestle is the world-renowned company for a range of FMCG brands along with the high brand
positioning for its breakfast cereals. The SWOT model is referred to strengths, weaknesses,
opportunities, and threats for accessing the current market position on Nestle cereals in the
Australian Foods Industry. The SWOT analysis for Nestle breakfast cereals is identified from the
following table:-
Strengths-
 The high market share, global brand
positioning and diversified product
portfolio in Australia
 One of the most admired FMCG
companies in the world
 Wide global presence and global
networks with suppliers and vendors
 The leading health and nutritious
company with the richness of the
nutritional elements
 Extended product lines, in-housing
production, R&D teams, and global
business networks
Weakness-
o Inconsistency in maintainingthe quality
of the breakfast cereals
o Criticism facing because of Maggi
controversial issues that ruined its
brand reputation
o Misuse of Child labor
o Stiff competition from other breakfast
cereals
o Issues related to the quality contents in
the breakfast cereals
o The lack of high level of innovation due
to the most of the repetitive cereals
(Nestle Inc. 2018)
Opportunities-
 Opportunity to grow businesses
through expanding the product
varieties
 Hoping for increasing the sales
volumes and market share because of
growing demand for the nutritional
cereals
 Strategic alliance or partnerships with
other FMCG companies, like
Woolworths, Aldi, and Coca-Cola
 Expansion of the businesses into the
rural areas for developing profitable
markets
Threats-
 Political interferences and legal barriers
 Increased industry competition can
cause for less profitable markets
 Increasing labor rates and costs of raw
materials can lead to tighter margins
 Increasing demand for the health
conscious and organic foods products
can decline the demands of the
breakfast cereals items

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Porter’s five forces analysis-
This strategic positioning tool is used to analyze the brand positioning of Nestle breakfast
cereals in the Australian marketplace. This strategic model comprises five forces including the
industry rivalry, the bargaining power of buyer, supplier power, the threat of new entrants, and
the threat of the substitutes. All these five forces will assist in developing the marketing planning
and strategies accordingly after analyzing the competitive market position of Nestle in the
Australian FMCG markets.
Figure 7: Porter’s five forces
(Source: Nestle Inc. 2017)
Industry Rivalry- this is high for Nestle breakfast cereals because of facing the stiff competition
from the competitive cereals, like Kellogg’s, Carman’s Fine Foods, Woolworths, Freedom
Foods, Dorset Cereals, and others. There are several supermarkets, hypermarkets, express
stores, superstores, and other retailing grocery stores that offer the branded breakfast cereal
foods in the Australian markets for creating the high competitive rivalry for Nestle Breakfast
cerealson the product development and pricing issues
Buyer’s power- this is high for Nestle breakfast cereals because Nestle is a highly recognized
brand that is widely known across the Australian markets. Nestle has a large customer base
and high customer paritybecause of large access in the Australian markets.
Supplier’s power- This is also high because Nestle is one of the biggest suppliers/ FMCG
providers for the nutritional breakfast cereal goods in the Australian markets through its own in-
housing production, manufacturing plants, R&D facilities, and multiple sales channels for
supplying a range of the breakfast cereals. It has good supplier relationship for purchasing the
raw foods, like food grains, milk products, fruits, and other cereal contents (Witcher and Chau,
2010).
The threat of new entrants- this is low/moderate for Nestle breakfast cereals because of facing
the stiff competition from new FMCG firms that are emerging/entering into the Australian
markets with new brands of the breakfast cereals. There is less possibility of facing the close or
stiff competition by Nestle from the breakfast cereals of new firms.

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The threat of Substitutes- the impact of this force on Nestle Breakfast cereals is low because
of low possibility of replacing the established operations of Nestle with the successful markets
for the breakfast cereals worldwide. The substitute brands are available in the market but not
the high level of threat from these for Nestle cereals as it has good experiences of 100 years for
the successful conduction of the businesses (MCDONALD & WILSON, 2011).
Marketing Strategy-
Porter’s generic strategic model is used by Nestle to attain the significant competitive
advantage in the highly competitive Australian FMCG industry. This strategic model comprises
three strategies including the product differentiation, cost leadership, and focus strategy to
ensure the sustainable competitive position for Nestle Cereals in the industry. The product
differentiation strategy of Nestle is aimed at reformulating or differentiating the breakfast cereals
by ensuring the high quality prospects, nutritional contents, and uniqueness for creating value to
the customers. Its product diversification strategy is highly focused on adding the nutritional and
quality contents, like milk, fruits, foods grains, natural contents and calories substances with low
quality of the harmful contents (salt, sugar, or other toxic contents in its breakfast cereals) for
meeting the nutritional supplementary needs of the health-conscious consumers. The cost
leadership strategy of Nestle for the cereals is highly focused on offering at cost-effective or
competitive prices that are affordable to the average consumers (Slide Share, 2015). Nestle
keeps lower prices than the competitive cereals along with the discount offers or cost-cutting
prices for attaining the significant competitive edge over the competitive brands for the breakfast
cereals. The focus or niche strategy of Nestle is aimed at the large geographical access to focus
on meeting the needs, interest, and expectations of the different customer segments across the
Australian markets.
STP model of Marketing
Market Segmentation, positioning, and targeting strategy
Nestle is a highly recognized FMCG brand that is well known for producing and offering a range
of breakfast cereals in different packaging across the Australian markets. The segmentation
strategy of Nestle for the breakfast cereals is aimed at developing the profitable customer
segments across the Australian markets. It uses demographic, geographic, and behavioral
segmentation bases to segment the targeted Australian market into subgroups of the
consumers and offer them breakfast cereals products that best suit their buying preferences,
needs, and expectations. Nestle uses the demographic segmentation to creates different
customer segments based on the demographic variable, like age groups, family size,
background, income distribution and disposable income of the customers. While, the behavioral
segmentation will segment into the customer groups based on the lifestyles, buying behaviors,
and perception of the consumers toward the branded breakfast cereals. The geographical
segmentation segments the targeted market based on the geographically dispersed areas or
diverse geographical locations to create different customer segments (Selligent, 2016).
The targeting strategy of Nestle for its breakfast cereals is aimed at targeting the different
categories of the customers by satisfying their needs, wants, demands, and quality expectations
through offering the high quality and nutritional foods items in the form of breakfast cereals
across the high growth potential Australian markets. The targeted segments for Nestle are
identified from the behavioral, demographic, and geographic segmentation bases. For example,
the company uses age groups as demographic segmentation base for offering the different
breakfast cereals as per the buying needs, expectations, and demands of different age group
customers, like 5-14 years group, 15-34 age group, 35-59 age group and above 59 age group.
Nestle uses the target segmentation strategy for establishing higher loyalty with the targeted
lifestyle customers and makes changes in the product quality for suiting to the different lifestyle
customers (Tadajewski, 2009).

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The perceptual mapping is a graphical positioning tool used to analyze the position of Nestle
breakfast cereals in the Australian markets through the high customer perception and reactions
of the customers toward the brand reputation of Nestle Breakfast cereals while compared to the
competitive cereals brands, like Kellogg’s, Carman’s Fine foods, Freeman Foods, Sanitarium
Cereals, and others. The perceptual mapping will be aimed at positioning Nestle branded
cereals at the top position in the Australian markets through the positive customer responses,
high perceptions, and loyalty in comparison to relatively competitive branded breakfast
cereals(Nijssen, &Frambach, 2011).
Perceptual Mapping for Nestle Breakfast Cereals
High Price
▪Woolworth ▪ ▪Carman’s Fine Foods
Kellogg’s Rice Bubbles ▪ Nestle Uncle Tobys
Nestle Cheerios
Kellogg’s Popo Crops
Low Quality High Quality
▪ Kellogg’s Fruit Loops
▪ Sanitarium Cereals
Low Prices
Conclusion
From the above discussions, it can be concluded that Nestle is one of the biggest foods health
nutritioncompanies in Australia that offers a range of breakfast cereal items across the
Australian markets. The marketing concepts, theoretical perspective, and philosophy were
described for Nestle Breakfast cereals to get sufficient knowledge related to the selected
product. The PreSent model analyzed the grouping of information and sharing of ideas for
repetition of the persuasive message. It will assist in enhancing the recall an understanding to
prepare an outline, provide a convincing argument, and draw conclusions on the product
matters. The product positioning, segmentation and targeting strategy for Nestle Company were
identified. The marketing objectives for Nestle Company were set to determine the future
industry growth prospects along with this the target customer segments including the
demographic, behavioral, and geographicfor the chosen brand.

Marketing 14
References
Annual Report, Nestle (2014).Nestle Annual Report. Retrieved From:
http://www.nestle.com/aboutus/annual-report.
Blythe, J. (2009).Principles and Practice of Marketing. Australia: South-Western:
Cengage Learning.
Brassington, F. &Pettitt, S. (2012). Essentials of Marketing: 3rd Ed. Harlow: Pearson.
Buttle, F. & Makin, S. (2015). Customer Relationship Management: Concepts and Technologies
(3rded.). Milton Park: Routledge.
CTI Reviews (2016).Strategic Marketing, Creating Competitive Advantage: Business, Marketing.
UK: Cram 101 Textbooks Reviews.
Dr. Fanning, S. (2015). The Marketing Concepts (e-book) 3rd ed. Retrieved From:
file:///C:/Users/subh/Downloads/Marketing%20e-book%20(2).pdf.
Hunt, D.S. & Bush, F.R. (2011). Marketing Theory: Philosophy of Science Perspectives.
Australia: Marketing Classics Press.
Jobber, D. (2012).Principles and Practice of Marketing. USA: McGraw-Hill Education.
Kotler, P. & Armstrong, G. (2013). Principles of Marketing. London: Prentice Hall.
Lancaster, G. &Massingham, L. (2010).Essentials of Marketing Management. Sydney: Taylor
and Francis.
MCDONALD.M. & WILSON, H. (2011). Marketing Plans: How to Prepare Them, How to Use
Them.7th Ed. Manchester: John Wiley& Sons.
Nestle Inc. (2018). Nestle: Good Food, Good Life. Retrieved From: https://www.nestle.com.au/.
Nestle Inc. (2017). Nestle Breakfast Cereals. Retrieved From:
https://www.nestle.com.au/brands/breakfast-cereals.
Nijssen, J.E. &Frambach, T.R. (2011).Creating Customer Value through Strategic Marketing
Planning: A Management Approach. Melbourne: Springer Science& Business Media.
Payaud, A.M. (2013). Marketing Strategies at the Bottom of the Pyramid: Examples from Nestlé,
Danone, and Procter & Gamble.Retrieved From:
http://onlinelibrary.wiley.com/doi/10.1002/joe.21533/abstract.
Richter, T. (2012).International Marketing Mix Management: Theoretical Framework,
Contingency Factors and Empirical Findings from World-Markets. Canada: Logos Verlag
Berlin Gmbh.
Selligent (2016).How Customer Segmentation methods Personalize Experience.Retrieved
From: http://www.selligent.com/content/segmentation-methods.
Slide Share (2015). Marketing Strategy of Nestle. Retrieved From:
https://www.slideshare.net/BabaChaudhry/marketing-strategy-of-nestle-ppt.
Tadajewski, M. (2009).‘Eventalizing the Marketing Concept’ Journal of Marketing Management.
Vol. 25(1), pp. 191-217.
Witcher, J.B., &Chau, S.V. (2010).Strategic Management: Principles and Practice. USA:
Cengage Learning CMEA.

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Appendices
Appendix 1 [Present]3 Model
[ Present]3
Primary Ideas Break Primary Ideas into
Secondary Ideas
Arrange Tertiary supporting ideas under
subheading of the secondary ideas
Repetition enhances recall and
Understanding
Abstract
Discussion
Conclusion

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Appendices 2: [Present]3 Model structure
1
2
3
Title
Marketing Consultancy for Nestle
Abstract
The objective of this report is to enable the readers to get the detailed marketing knowledge of the chosen brand or product, ‘Nestle Breakfast
Cereals’ by introducing the marketing concept, marketing philosophy, marketing theory and their application to the chosen branded product.
The main assessment discussions are related to identifying, collecting, analyzing, and organizing the academic marketing knowledge for
enabling the readers to understand how the marketing practitioners/ marketing professionals make the best decisions for the long-term
survival and growth of the businesses. This assessment provided a broad understanding of the marketing concepts and philosophy by
discussing the marketing objectives, marketing processes, marketing mix components, marketing strategy, brand positioning, segmentation,
and targeting strategy, and finally, controlling for the marketing functions and operations related to the product in the Australian markets
(Blythe, 2009).
Discussion
Secondary
Conclusion
From the above discussions, it can be concluded that Nestle is one of the biggest foods health nutrition companies in Australia that offers a
range of breakfast cereal items across the Australian markets. The marketing concepts, theoretical perspective, and philosophy were
described for Nestle Breakfast cereals to get sufficient knowledge related to the selected product. The PreSent model analyzed the grouping
of information and sharing of ideas for repetition of the persuasive message. It will assist in enhancing the recall an understanding to
prepare an outline, provide a convincing argument, and draw conclusions on the product matters. The product positioning, segmentation
and targeting strategy for Nestle Company were identified. The marketing objectives for Nestle Company were set to determine the future
industry growth prospects along with this the target customer segments including the demographic, behavioral, and geographic for the
chosen brand.
Primary Idas [A]
Marketing Philosophy
Primary Idea [B]
Marketing Theory
Tertiary Evidence
High brand Reputation in Australia
Diversified product portfolio
Highly Research & Development efforts
Latest production technologies, labs, and large
number of labors
Tertiary Evidence
Positioning in top foods brands in the world
Skilled and Experienced Marketing Personnel
having skills and capabilities
Developing marketing plan and strategy
Effective marketing decisions
Primary Idea [C]
Marketing Concepts
Secondary Ideas
1. Marketing Definition
2. Marketing Evolution
3. Marketing Objectives
Secondary Ideas
1. Buyer Decision-
making process
2. Total Product
3. Circles of Satisfaction
Secondary Ideas
1. Marketing Mix
Components
2. Marketing Strategy
3. Marketing Audit
4. STP model of Marketing