Marketing Essentials: Nestle's Business Activities and Marketing Mix

This report focuses on Nestle's business activities and its marketing essentials. It discusses the role of marketing and its interrelation with other key functions. It also compares Nestle with Cadbury in terms of marketing mix components. Furthermore, it defines a strategic marketing plan to achieve the set objectives of the enterprise.

UNIT 2 MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is termed out as action that leads to undertake activities as promoting, selling
product or services with effective research on market (Dost, Phieler and Libai, 2019). Therefore,
marketing essential inclusive of media, advertising, sales technique, and publicity these all
considered as effective tool of marketing. It assist to entities to maintain their sustainability and
profitability for longer period.
The present report is based on business activities of Nestle, it is the largest company in
the world that deals in product and services as bottled water, breakfast, coffee, dairy products
and ice-cream etc.
Furthermore, report will cover activities as to define the role of marketing and its
interrelation with other key functions units of organisation. Also, comparison of Nestle will be
undertaken with Cadbury to analyse ways in which entities uses components of marketing mix.
Lastly, Strategic marketing plan will be defined to accomplish the set objectives of enterprise.
MAIN BODY
TASK 1
Covered in ppt
TASK 2
a. Compare the ways of organisation with use of marketing mix.
Marketing mix is defined as tool that aids to undertake set of actions, tactics uses by
enterprise to promote product and services within market (Kumar, Shankar and Aljohani, 2019).
Henceforth, this is mainly used in terms to sell commodities or services to its target customers.
Hence, these are outlined as-:
Basis for comparison Nestle Cadbury
Product This offers wide range of
commodities with line
extension in market (Fitriah,
Rosdi and Yaacob, 2019). It is
firm that providing quality of
products to customers.
However, the product
It is entity that provides wide
range of product attributes to
customers. Thus, decision to
sell the commodities is based
on geographical components,
production cost, demand
fluctuation and competition

attributes of this enterprise are
as Maggie, Nescafe, Kit-Kat
etc.
presence. Addition, there are
lot of products namely
Bournville, Cunchie, Cadbury
Dairy milk, Five star, Perk,
Oreo etc. It is entity that is also
ventured into segments as Ice-
Cream and Biscuits.
Price The factor of price is
dependent on the market of
each individual commodities.
Additionally, current pricing
strategy that follows by chosen
enterprise strategy as
Competitive based pricing
(Marketing Mix of Nestle | 4Ps
of Marketing Mix of Nestle,
2018). It is happen because the
data on the competitors is
easily avail sue to large
number of competitors. This is
enterprise that uses high price
than competitors as this offers
more features and high price to
make up for these
commodities. This entity
charge the high price for
commodities to sells their
attributes at online platform.
They do so as the delivery cost
included in product price.
The product of this enterprise
prices as per the attributes of
quality. Additionally, price are
high for the few commodities
such as Bonneville and there
ate commodities that are priced
low to carter the requirements
of other segments. It is entity
that uses the pricing strategies
as skimming pricing and
Economy pricing. For the
commodities as Oreo, Biscuits
Silk, Bournville the
commodities are kept at
slightly higher level. For
products such as Perk, Five-
star and Eclairs prices
economically.

Place This is enterprise that use to
sell its commodities via
marketing channels. Thus,
commodities of this brand is
also displaying in supermarket
and malls. Additionally, the
commodities of this enterprise
is avail in both areas as rural as
well Urban. It is enterprise that
has created the Omni channel
distribution system and they
integrated their services on
online and offline stores to
allow customers to get easy
access to customers. In terms
to run its online operations this
firm has partnered with varied
delivery service providers in
terms to deliver the timely
delivery to customers.
It is entity whose products are
available at all over the world.
Due to robust distribution
channel, this entity has make
huge impact on global market.
Distribution cost of channel is
high (Ainun, Rini and
Wibowo, 2019). Also,
commodities are avail in both
market as Urban as well Rural.
This is entity that strong
presence in the market.
Promotion Nestle uses the varied multiple
channels to promote its
commodities. Thus, chosen
firm uses traditional media and
this inclusive of advertisement,
radio and television. Thus,
majorly this firms uses the
social media advertising to
advertise their commodities
and services. With help of
undertaking focus on You
Promotion plays vital role to
enhance the sales and
profitability of the
organisation. It is entity that is
using digital channels for
creating awareness and
promoting their commodities.
It is the firm that is using
advertisement campaigns for
undertaking promotion of their
attributes. It has major

tube, Facebook and Twitter
this entity can able to
undertake the sales promotion
in effective and efficient
manner. Thus, their main aim
is to reach large number of
audience in market.
commercial customer base in
which chocolate is brought in
bulk and given to employees,
clients and vendors.
Physical evidence Nestle sells commodities in
distinct colour packaging that
can be easily identifiable
(Ainun, Rini and Wibowo,
2019). This firm has online
website and also user friendly
that allows customer to view
commodities in high quality
images taken from varied
angles.
This is enterprise that keep the
record of all experience that is
getting with physical
questioning and buying
behaviour of customers. In
order to attract customer, this
entity bring innovation in
design and packaging.
Process Nestle is an entity that has
online delivery process in
which order can be received
through computer system. This
chosen firm is actively
engaged in undertaking
researching market
opportunities to understand the
needs of market.
This entity takes the regular
impact an organisation has on
it products and services.
Therefore, this defines that
how many queries solve by
employers and managers or
how the performance of
organisation tracked to
measure out success.
People The sales team of Nestle plays
vital role in its marketing
efforts. Thus, chosen entity has
individuals who work with
It inclusive of people who can
directly interact with
customers as sales, customers
services and delivery people

suppliers to obtain raw
materials. Additionally, these
people play vital role in
undertaking steps to maintain
and improve quality of
product.
etc.
b. Marketing Plan-
Objective-
 To enhance the sale of company by 30% within 6 months.
 To expand business across three locations further till 2021.
Marketing Mix-
The marketing mix is foundation model for the business, which is historically revolved
around the price, product, promotion and place. It is also defined as set tool of marketing which
can be utilized by company to gain their marketing objective and targets in market effectively
(Baker, 2016). It includes multiple area of focus as part of the comprehensive plan of marketing.
This can be stated below-
Product-
Product plays an essential role in the production and operations of company further. By
rendering effective product and services to the consumer company can gain huge attraction of
consumer and profit further. Nestle will use differentiated product across their business process
so that they can gain huge profit from such. The wide range of product range will be supplied by
company to their consumer, so they not need to switch to other brand. They must also render
quality product and services to their consumer. They can also easily compete with their rivals in
marketplace and gains huge competitive advantage over it. Uniqueness in their product will
helpful for company to enhance their sales and thus the objective & goal of company will meet.
Company can hugely develop consumer loyalty base for their consumer by satisfying their
consumer through quality products.
Price-
The pricing of product state that what is the particular value of specific item. And this
could have general effect on the sale of company's product specifically. Nestle will set minimum

pricing for the product which will be provided by them to their customer. For unique product and
service they need to provide effective pricing by maintaining quality into their product and
services (Haynes, 2016). Through this they can easily gain huge consumer attraction towards
their product and thus their sales will be enhanced. This will be further helpful in raising profit's
ans revenue further. The effective pricing is immensely helpful for company to expand globally.
Place-
The place plays an important role in rendering service and product to the consumer. The
place for selling product is to be decided by company that attracts wide range of consumer
towards products. Place must be reachable to wide range of consumer so that they can easily opt
the product of Nestle so that there needs and demand could be fulfilled. There product will be
available to each and every store which are situated at the centre of city so by which the sale of
company's product will be enhanced (Fenwick and Amine, 2016). The company could have huge
growth by selecting an appropriate place where the products would be sell out.
Promotion-
The promotion is important for raising the popularity of company's product throughout
the wide range of population. Companies promote their product and services through various
sources that can be newspaper, billboard, Television, Radio and social media website etc., Nestle
will be promoting their product and services across the public through several social media sites.
The large number of individuals are using social media site nowadays by such they product will
gain huge consumer attraction (Saboo, Kumar and Park, 2016). If more and more consumer are
attracted toward their product and services then the sale of company could be enhanced. Nestle
would effectively enhance their sales to the great extent through various promotional activities.
Budget-
Salary £5000
Rent £3000
Preliminary expenses £20000
Total £28000
STP-

Nestle will be using demographic segmentation for promoting and their products not the
marketplace. There they can have huge option and of marketing that can be further used by them
greatly. Company is targeting the age group of 20-40 will be targets by the company for
promotions and further sale. All of these criteria is helpful in having a great and successful
implementation of product into the market. The positioning of the brand will be done through
various social media channels and suppliers who will be helping company to successfully place
their product into marketplace. Further, company could effectively enhance their sales by placing
themselves effectively with the new and differentiated product further.
Monitoring and controlling-
For monitoring and controlling the operational and business activities Nestle will be
using KPI for such. It is also known as Key Performance Indicator. This is helpful of company to
analyze whether they are doing well or not if not then further they can improve their strategies
and mechanism which will be further helpful in enhancing their profit and revenue. It is very
much helpful for company to gain huge loyalty base for consumer and allows them to enhance
their sale further (Nijssen, 2017). The all marketing and operational activities are to be controlled
and monitor by manager so that they could be analyzed whether they are rendering great result or
not if not then improvement should be done further in it for having an successful.
CONCLUSION
From the above study it can be concluded that the marketing essential plays a major role
in enhancing sale and revenue of the company. Various factors of marketing mix allows
company to attract wide range of consumer. The product which should be offered by company to
their product should be differentiated so that they can attract wide range of public towards them.
Various marketing strategies and policies are also helpful for company to gain huge sale. The
sale could be enhanced by various sources and promotional activities. Company by
implementing several strategies into their business operation could gain competitive advantage
for them. By rendering differentiated and quality product & services to consumer they can
increase their profit and revenue. Thus, company can easily compete with its rivals across the
market through satisfied consumer and quality products. The organization can further retain in
market for long term if they have appropriate business marketing plan which access them that
how effectively they can compete with their rivals further. By having effective marketing
strategies overall company could gain huge success.

REFERENCES
Books and journals
Dost, F., Phieler, U., Haenlein, M. and Libai, B., 2019. Seeding as Part of the Marketing Mix:
Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods. Journal of
Marketing. 83(2). pp.62-81.
Kumar, A., Shankar, R. and Aljohani, N.R., 2019. A big data driven framework for demand-
driven forecasting with effects of marketing-mix variables. Industrial Marketing
Management.
Fitriah, A.W., Rosdi, S.N. and Yaacob, A.A., 2019. The Effects of Marketing Mix on Small Fish
Farming Business Performance. Revista Publicando. 6(19). pp.1-16.
Ainun, N., Rini, E.S. and Wibowo, R.P., 2019. The Influence of Marketing Mix Strategy on
Decision to Buy Financing Product at PT Bank Pembiayaan Rakyat Syariah Puduarta
Insani Medan. International Journal of Research and Review. 6(7). pp.361-372.
Nijssen, E.J., 2017. Entrepreneurial marketing: an effectual approach. Routledge.
Saboo, A.R., Kumar, V. and Park, I., 2016. Using big data to model time-varying effects for
marketing resource (re) allocation. MIS Quarterly. 40(4). pp.911-939.
Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Haynes, P., 2016. The Critical & Cultural Marketing Mix. Marketing Mix (February 2, 2016).
Fenwick, I. and Amine, L., 2016. An Analysis of the Effectiveness of Export Marketing
Decisions. In Proceedings of the 1979 Academy of Marketing Science (AMS) Annual
Conference (pp. 88-92). Springer, Cham.
Online
Marketing Mix of Nestle | 4Ps of Marketing Mix of Nestle. 2018. [Online]. Available through:
<http://heartofcodes.com/marketing-mix-of-nestle/>
Dost, Phieler and Libai, 2019 Kumar, Shankar and Aljohani, 2019 Fitriah, Rosdi and Yaacob,
2019. Ainun, Rini and Wibowo, 2019 Marketing Mix of Nestle | 4Ps of Marketing Mix of
Nestle, 2018.
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