Principle of Marketing

This presentation explores the fundamentals of marketing principles and strategies. It covers the existing brand value, growth strategy, target market, trends, and more.

Principle of Marketing

Content
 Introduction
• Background of the company
• Existing brand value
• Growth Strategy
• Target Market
• Trends and PESTLE issues
• Comparative analysis with the Competitor
• Brand Extension
• Conclusion
• References

Introduction
Marketing principles are the fundamentals of the marketing mix
with the help of which the companies promote their products and
services by formulating various strategies and policies. In the
principle of marketing all the 4p’s of marketing are included such
as product, price, place and promotion. In this presentation the
existing brand value of the company is discussed along with the
description of target market and analysis of the market and trends.

Background of the company
Nestle is a Swiss multinational company that
has been operating in 190 countries. Nestle has
employees around 352000 people and their total
assets is valued to be of 137.01 Billion while the
revenue as per 2018 is around 91.43 Billion.

Existing brand value
The brand value of Nestle is high as they
offer better quality of the products; their
packaging can easily be recognised by
the customers. They try to connect with
the people by establishing relations with
them that shows their concerns for their
customers.

Growth Strategy
With the help of Ansoff matrix, various strategies can be determined
that the business can adopt by considering the existing or new market
along with existing or new product. Nestle is planning to launch a new
chocolate i.e., dates chocolate. The chocolate is a healthy bar for the
target market. The growth strategy that they have adopted is product
development.

Target Market
The target market strategy for the Nestle
includes the determination of the market
segment whom the company aims to target
which their new product. It includes three
strategies segmentation, targeting and
positioning which are given below:

Target Market
• Segmentation: For this chocolate they will be considering same market
segment such as on the basis of geography the factors which are considered
includes warm, cold or hot; behavioural segmentation includes the factors
such as lifestyle and perception such as to have healthy food; on the basis
of demographics they will consider gender, income, occupation etc.

Target Market
• Targeting: The market will be targeted on the basis of analysis which is based on the
market size, growth and its attractiveness for the product. For this new product they
will target the people those are active physical workout and are health conscious.
• Positioning: For promoting the new product Nestle must focus upon various sources
such as advertisement, magazines, newspaper etc. as with all these sources they can
easily target such people.

Trends and PESTLE issues
Political Factors Various quality standards are launched by the government but they
do not have much impact on Dates chocolate as Nestle itself aims
to offers better quality products.
Economic Factors Income level of the consumers has impact on the products as this
bar is comparatively of higher price than ordinary bars.
Social Factors Health consciousness among people is increasing day by day and
this has positive impact on the product of Nestle.

Trends and PESTLE issues
Technological Factors The use of internet is increasing due to which the Nestle also need to
adopt various such platform for promoting and taking feedbacks of
the customers.
Legal Factors Various regulations imposed on the companies affect the launch of
the chocolate such as various health related laws etc.
Environmental Factors The packaging used by the Nestle will have better impact on the
consumers as they uses eco-friendly wrappers which can recycled.

Comparative analysis with the Competitor
Nestle dates chocolate Green & Black’s organic chocolate
The chocolate is for people who are health
conscious and are priced average due to which it
can be afforded by the most of the people. Also it is
brand extension of Nestle due to which it can
become recognisable to others easily.
They offer orgasmic chocolate and due to
changing perspective of the customers it gives
stiff competition. But the prices of the chocolate
are quite high also it known to a specific group of
people.

Brand Extension
With the help of brand extension the
organisations develops new product
under same brand so that it can be
made successful. Similarly, Nestle use
their existing logo, similar packaging
etc. for launching dates chocolate.

Conclusion
It is concluded from the above presentation that it is important for the
companies to identify various aspects related to marketing so that
they can effectively launch any new products. Formulation of
various strategies such as STP, marketing mix, identification of the
brand identity enables in successful launch of the product.

References
Bhandari, R.S. and Bansal, A., 2019. Usage of social media for cause-
related marketing campaigns. JIMS8M: The Journal of Indian
Management & Strategy. 24(4). pp.36-43.
French, J. and Gordon, R., 2019. Strategic Social Marketing: For
Behaviour and Social Change. SAGE Publications Limited.
Payne, A., Frow, P. and Eggert, A., 2017. The customer value
proposition: evolution, development, and application in
marketing. Journal of the Academy of Marketing Science. 45(4).
pp.467-489.

Thank You