Role of Technologies in Marketing and Consumer Expectations

This report discusses the role of current technologies in developing marketing and managing consumer expectations in Nestle. It also explains the current segmentation strategies and the concept of targeting and positioning specific to a product or service. The report further explores the rationale for innovation in services and product design to fulfill consumer needs.

Sales and Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
A:Describe the role of current technologies in developing marketing with in Nestle and
managing expectations of consumers.....................................................................................1
B:Explain the current segmentation strategies in the company and concept of targeting,
positioning particular to a services or product.......................................................................4
C:Build a rationale for innovation in services and product design in fulfilling the consumer's
needs.......................................................................................................................................6
D:Develop feasible solutions to fulfil consumer's needs with in particular target group and
review effectiveness of these..................................................................................................8
CONCLUSION..............................................................................................................................10
References:.....................................................................................................................................11

INTRODUCTION
Sales includes the activities and operations participating in promoting and selling the
services and products. Marketing includes the procedure or techniques of advertising, selling and
distributing the services and products. Sales refers to the dealing between two more clients in
which the buyers gets intangible or tangible services, assets or goods in exchange of monetary,
sales is the contract between the seller and buyer of the specific services or goods. Marketing
refers to the those activities which is doing for the promote the products and services of the
company and marketing includes the promotional activities, advertisement, selling products and
services and delivering products to the customers or other firms. The below report is based on
the Nestle, it is Swiss multinational drink and food processing industry based in Vevey,Vaud in
Switzerland, this industry founded in 1866 (Akbar, Omar and Wadood, 2017). This company
includes the medical food, water bottle, breakfast cereals, coffee, baby food, tea, dairy products,
ice cream, frozen food, snacks and pet foods. Nestle serves their products and services all-over
the world or in different countries. The below report includes the various roles of recent
technologies in building more marketing and managing the customer’s needs. Present
segmentation strategies and concept of targeting and positioning specific to a goods and services.
Make rationale for innovation in goods and services design in reaching the level of consumer's
needs with firm's strategy. Develop executable solutions to reach the consumer needs within a
particular target group in market (Blythe and Martin, 2019).
MAIN BODY
A:Describe the role of current technologies in developing marketing with in Nestle and
managing expectations of consumers
In current scenario the technology is more necessary for the company, it provide various
advantages in terms of production, generating more revenue, making marketing strategies, doing
promotional activities and many other benefits also. The internet and social media play huge role
in marketing developing and reaching consumers at maximum level (Waite and Pérez-Vega,
2018). It provide the youth with the range of advantages and more opportunities to authorise
themselves in variety of the manner. Youth can manage the connections on social media and
suitable networks that other than wouldn't exist and can approach more data or information than
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ever earlier. The interaction activities on internet platforms and social media platforms is easy
and effective. The meaning of internet is the global system of interconnected networks of
computer the helps the internet protocol suite to interact between the devices and network. The
social media is based on computer technology that helps in sharing of data, thoughts and ideas
through the creating virtual networks and gathering. Building and developing is necessary for
any industry and having a effective website company wants to reach the consumers from
different areas through social media platforms, social media includes; Instagram, Facebook,
YouTube, twitter and many other, these are important for managing a competitive side. There are
various roles of internet and social media that helps in improving relations on market level
(Braciníková and Matušínská, 2017).
Roles of Internet;
Marketing: It is the important role of internet in Nestle includes marketing and
promoting, this company take benefit of internet to promote their products and their services they
provide to the online people. Various search engines are useful for them to do that and google is
most effective. Nestle have their own website and they also promote on other platforms (Uncles,
2018).
communication: It take place through the internet, Nestle company use electronic media,
and other platform also for the effective communication with the consumers and people. After
providing services and products to the people, they take surveys and feedbacks through the email
so company can improve the relations with consumers and reach more people. It also helps in
increase brand value.
Growth: The internet helps in business development, it provide more opportunity to
grow the business. Internet useful for the doing promotions activities in effective manner to
reach out the more people and raise their profits. Nestle is well known company because they
provide quality products and services to people, they mostly target the youth in market.
Online shopping: Internet give permissions to people to visit the company's website at
their comfort place, good website with effective content attract the potential consumers. It is easy
for consumer to order and nestle products are available on every grocery applications such as
flip-kart, amazon and etc. it helps in holding the consumer for long period of time and make
relations with new customers also (Braciníková and Matušínská, 2017).
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New opportunities: Company can find new opportunities in market through the internet,
Nestle explore new market regularly their main focus is provide maximum quality products and
services to consumers in world wide. They also focus on promotional activities through different
platforms. Without internet no one know the brand, popularity of brand is based on internet.
Roles of Social media;
Interaction with target group: Social media makes easy in communication with the
consumers ad new people and interaction with target group is must it helps in analysing the
customer's needs and expectations and formulate their marketing strategies. Nestle generally
target the youth and schools or college going people, company address regularly the youth needs
and wants according to the latest trend in market (Brychkov and Domegan, 2017).
Responsiveness improve: Social media helps in address the consumer's problems with
their products and services, through social media nestle take regularly feedbacks and surveys so
they can improve the product quality and makes some attractive changes. Like they provide
coffee with mug to attract the people. Company also focus on packaging (Pike, 2020).
Competition: Social media helps to knowing the other business strategies and their
products. Nestle have less competition in market and they provide variety of products to people.
Nestle have normal to luxury products for different people because every have different needs
and wants, they focus on different needs in the market.
Effective marketing: Social media networking helps in the promotion activities in
effective manner. It is cost effective also, nestle use various platforms to promote their services
and products such as they use Instagram, Facebook, YouTube and other platform also, there are
various influencer who work for the nestle and promote their products it consume less cost, on
YouTube platform nestle have add on various videos and running adds on videos helps in the
generating more revenue and effective advisement. In current scenario the social media
marketing is very popular to increasing the brand value and productivity (Chernev, 2018).
Social environment: Social media networking helps in creating social environment for
the business and consumers in effective way. Through various social media platform company
receive the necessary feedback regarding the industry. It is easy to distribute information and
data about the brand, services and their product. Nestle company also fulfil the social needs of
the society (Charlesworth, 2020).
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All the roles of internet and social media helps in grow their business ans reach the target group
in market, it helps in building strong and loyal relationship with customers. Nestle regularly
interact with the consumers so they can hold their users for lifetimes. Company collect the data
and information through the YouTube, their own website and many other platforms, they
observe the expectations of people and according to their needs and trend of market company
modify their strategies and product quality. Like they launch Nestle gold in coffee with luxury
packaging to target the higher level of people. Mostly people like their coffee so company give
extra focus on coffee quality and their packaging like they provide in different size and shape,
people mostly like their pocket friendly packets of coffee and they improve on regular basis. Day
by day they reach more people from different country and city and they adopt new techniques in
social media platform so this is useful for the more productivity and explore new market (Géczi,
2019).
B:Explain the current segmentation strategies in the company and concept of targeting,
positioning particular to a services or product
Market segmentation strategy organise the business and consumer base along geographic,
psycho-graphic lines, behaviour and demographic combinations of them. The market
segmentation is an business strategy utilize to break fallen a target market people into smaller,
more controllable groups. The segmentation is a strategy of market that involve division a
committee target market into subset of customers, countries and industries who have common
expectations, needs, priorities and making framework and execute the strategies to target the
group. It provide various benefits such as developing promotional activities, enhance the
marketing effectiveness, analyse the consumer's satisfaction level, create a marketing mix that
match the consumer's expectorations, reduce competition surround the industry, achieving goals
in effective manner, improve the products and services quality as per the market needs and many
other advantages. In context of Nestle company, they use below four strategies;
Behavioural: It is comparatively new in the digital age group and gets into thought
process information a organisation has gathered through feedbacks, surveys consumer data
reports and trend of marketing. The behavioural includes patterns of the usage, loyalty towards
the brand, advantages sought and sensitivity towards the price. Nestle effectively use this
strategy, they build a strong relationship with the customers and provide products according to
their affordability. Every consumers needs best brands with great quality and at affordable cost.
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Their purchasing patterns predict services and products they are more likely to purchase (Gupta
and Nair, 2020).
Demographic: In this nestle divide the consumers by the framework of certain
populations attribute such as; gender, income, occupation, marital status, social class, religion,
education and age. Nestle mostly target on the basis of income and age, company provide normal
product to luxury products as per the consumer's income status. Nestle generally target the young
people who are like school, college and office going people. Nestle have various products but
their main focus on coffee because people attract more towards the coffee (Hari, 2017).
Geographic: It is helps in selling the products and services in market, depending on
where nestle consumers live. It includes the city, country, group, particular college and
internation marketing. In this strategy Nestle company mostly target the country level people,
they target those countries and cities where coffee or their product consuming rate is high and
this company cover the international marketing, nestle is well known brand and they have loyal
customers also who trust on this brand.
Psycho-graphic: In this strategy Nestle company target on the basis of lifestyle, hobbies
and people's interest . This segmentation strategy provide to the most corner markets, where
quality, attractiveness, recognitions of brand are most essential that cost. This strategy includes
the social status, attitude, opinions, values, personality types and interests. Nestle mostly target
the social status, interests and values, like they launch the luxury coffee which name is nestle
gold through this product they target the social status of the people and in current scenario every
one is coffee lover so as per the market demand company give extra focus on coffee production,
industry follow the people interest and social status to increase the sales and building relation
with people (Hanlon, 2019).
Nestle use all strategies in effective manner it also helps in increasing the sales and reaching out
maximum people. But company can improve all strategies as per the market demand, they can
target the old age people also to provide them healthy products and company can improve the
promotion strategy such as creating unique content for the TV adds and social media marketing
because social media marketing needs effective content and creative also. Nestle can aware more
people on social media channels so that they attract more users and increasing the sales of
company.
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Targeting means the procedure of observing the best attractive segments from the levels of
segmentation, normally the ones most gainful for the industry. The above strategies helps in
identify more target groups on the basis of consumers income, their age group and creating the
right content and adopting other strategy is useful in the identify the right consumer's needs and
their taste. Strategy also helps in fulfil the market demand.
Positioning is the end procedure and it is most business oriented step, where company must
measure its competitive benefits and position itself in the customer's thoughts to be most
attractive alternative in these options. Company can get positive results by using the above
strategies at the end the nestle's sales increase and day by day people connect with this brand
because of its quality and varieties. Adopting more strategies helps in more achieving goals
through the marketing activities and more productivity. Nestle will get more new opportunities in
the market by using various new techniques (Hidayatullah, Firdiansjah, Patalo and Waris, 2019).
C:Build a rationale for innovation in services and product design in fulfilling the consumer's
needs
Each and every company tends to expand their business at the global level and also tends
to attract large number of customers to gain effective market share and achieve competitive
advantage. In regard of this, organisations tends to monitor several changes that happen across
the world and also able to identify the suitable likes and dislikes for the target people in terms of
expanding their business. In regard of this, Nestle should digitalize their functioning a long
period ago and also represent the reason for becoming the top organisation in drinks. It also
represent the prominent process of digitalising as by this they are able to achieve competitive
position (Johnson, Matthes and Friend, 2019). In terms of expanding their business, it is
suggested that the target audience tends to know regarding the likings and dislikes (Massingham,
2017).
Along with this the best target audiences are also the millennium for the new generation
and also prominently use the digital media for the objective of purchasing and availing the
suitable services. Besides from this, by undertaking the upcoming period of time, they are also
capable in order to shape for the effective future because customer is the king of market and
marketer need to know about the preferences and demand of customers. Along with this, the
modern audience also tends to offer suitable services and prominent product which are required
at the stipulated period of time. For this purpose, Nestle tends to digitalise them in order to
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effectively offer services to their customers through online platform. It is quite convenient for
customers in order to offer services by just one click and the product is available at their door
step.
It is effective for the upcoming generation and also tends to offer several attractive offers
in order to offer suitable services at several number of prices (Gravely and et. al., 2019). For this,
the rich people also tends to depict the majority across the world by suggesting new things to
upcoming generation of Nestle by conducting proper and effective research regarding their target
audience and also tends to look for the future undertaking several things by which they can help
them in order to make suitable innovations and carry forward prominent creativity for their target
audience. In regard of this, suitable suggestions are discussed as: Continuous involvement of customer: Nestle tends to make sure that they tends to have
proper and continuous involvement of their customers and also tends to solve suitable
issues and queries of their customers. In regard of this, the suitable way to analyse their
customers is by effectively solving any sort of query in order to have thing by keeping
them in regular touch with their customers. For this, customers also tends to shop from
the prominent factors by offering effective services and information regarding their new
product in the social media platform and also tends to offer that their customers
prominently offer things by availing it on the shop from them (Pal, 2019). In regard of
this, it is essential for the customers to have effective engagement in the running and
functioning of company in order to have prominent decision making and identifying the
arrival of new product within the market (Lancaster and Massingham, 2017). Contactless involvement: By undertaking the current situation of pandemic, it is analysed
that contactless delivery is best option to offer products to customers. For this, they
undertake the sales and turnover of Nestle which was shooting up and also gets fall
because of the fact in order to serve for their customers with contactless delivery. At this
time, they tends to accept the online payment at the time of delivering their products and
commodities and also need to motivate their customers in order to consider effective
mode of payment by online sources by which they tends to do it by offering things to
their customers with suitable cashback offers and other concerning benefits for making
their payment by online sources (Wahyuntari, Sutarma and Antara, 2020). It also leads to
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show effective promotion of online payment by taking effective actions in order to
undertake several measures by which they can keep their customers safe.
 Diversifying the product: In the beginning, they also tends to supply suitable products by
which they can deliver things at the time of supplying suitable options with effective
range of products. For this, at the time of pandemic they also tends to undertake
customers with the suitable need of their customers which is required at the time of lock
down. Along with this, by supplying wide range of products and so on they also tends to
undertake effective products which are being sold by other competitors and tends to
undertake wide range of prices for their commodity. By this, they are also able to attract
maximum number of people by selling their products through online and also tends to
make them available which is helpful in terms of satisfying the needs of customers in
order to gain competitive advantages for their customers (Paurva, 2019).
Therefore, it is identified that Nestle tends to digitalise suitable services by undertaking
the situation of pandemic by considering the contactless delivery and for this, Nestle effectively
offer services to their customers considering the delivery system by offering them prominent
services which are useful for the social media and also useful in terms of developing prominent
website and effective applications. They also tends to make effective changes considering the
delivery system of the specific product as by this, customers also tends to order products through
online and also take time in terms of selling their services through online platform (Dewsnap and
et. al., 2020). In regard of this, they also tends to target the prominent services from the people
and upcoming generation in order to enhance their speed to deliver their products as they both
tends to target their group by effectively offering prominent products and also avoid offering
damaged products of late delivery. Hence, Nestle need to see and keep their things updates in
their mind in order to target their customers.
D:Develop feasible solutions to fulfil consumer's needs with in particular target group and
review effectiveness of these
Nestle mostly target the young people in market, company can explore more or target the
different age group by producing the healthy products as per the different age groups. This
company already use the various strategies to target the youth in different market. Company need
to more focus on the products features they can modify as per the different people, it helps in
fulfilling the consumer needs and it is useful for more productivity, nestle regularly explore more
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and ore market. Nestle have various type of products and they provide good quality. Strategies
helps in spreading awareness in market about their products and their features. In current
scenario the youth are very active on social media and they are aware about their health also
nestle needs to focus on health products. social media helps in reaching more customers from
different locations and it is less cost consuming. Now days social media marketing is more
popular so company needs to explore youth influencers on digital platforms. Firstly company ca
identify and follow the consumers needs and analysing the user's expectations through
feedbacks, interviews, surveys in market and many more options are available in market.
Secondly they can distribute after identify the needs then company can distribute the right
products and services as per the market demand. Create a product features is most important now
days customers are more aware about the product features and their quality. After creating
company can collect or obtain customer surveys and feedbacks on regular basis so they can meet
consumer's needs and avoid any problems. These are important to provide them solutions in
faster manner, develop or improve the product and services, reduce the the support tickets in
numerical way (Perreault, 2018). Company can identify the consumer's needs through various
techniques such as analysing the productivity, journey map, segments, touch points map and
other tools also. They can focus specific group or topic so that they get clear ideas about the
production activities. There are various types of customer need such as product needs, services
needs. In product needs the price of goods and services, product features, effectiveness are
included and in services needs the clarity, empathy and information or data included. Deliver
quality products is most important for increasing company's productivity. The targeting
marketing is must in business because it speaks directly to a defined people, attract and convert
the maximum quality leads. It helps in differentiate the company' brand from competition, build
loyal and strong relations with customers and develop or improve the quality of goods and
services, it also more focused towards the consumer satisfaction. Using the targeting marketing
provide both brands and consumers. It develop the product and company's operations, it also
allow the brand to compare itself.
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CONCLUSION
It is concluded that sales and marketing are pillars of the business both helps in
increasing productivity and profitability of the organisation. Current technology such as internet
and social media helps in reaching more people from different locations and it helps in work
done effectively and efficiently in market. Company use new techniques so that they can reduce
the competition in market and build strong relationship with consumers, adopting new tools and
technology is very important to meet the consumer's needs and expectations. Target potential
customers is necessary to increase the sales of business . Segmentation strategy is helpful for the
build a base between the business and consumers and modification on regular basis is important
for effective growth. Follow the market trend is essential for the hold the customers for life time
and target right group is useful for the achieve target goals of the company. Right strategy is
must for survive in market and company can improve lots of techniques and strategies to observe
the market trend and customers expectations.
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