HND Business: Analyzing Nestle's Marketing Strategy & Planning

This report provides an analysis of marketing concepts, functions, and planning, using Nestle as a case study. It begins by defining marketing in the 21st century and describing the role of the marketing function within an organization, including market research, promotion, brand management, product development, and internal communication. The report examines how the marketing function interacts with other departments and explains the extended marketing mix (product, price, promotion, place, process, people, and physical evidence), providing examples from a selected supermarket. It evaluates how the marketing mix adopted by Nestle contributes to the organization's success in meeting its overall business objectives, offering recommendations for improvement, particularly in product development and leveraging social media for consumer feedback. The report concludes by emphasizing the importance of marketing planning in understanding consumer preferences and enhancing profitability.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p

1.0 Introduction
Marketing is the term which can be defined as the unit of institution, commercial
activity and procedure for delivering, making, exchanging and communicating
serving which have values for clients, buyers, community and partners at huge. This
refers to the organisation's activities that undertakes that promotes the selling and
buying of services and goods. Marketing has selling, advertising and deliver the
products to buyers and other businesses. Few marketing is been finished and
affiliated by the firm.(Bala and Verma, 2018). This is a discipline which includes
overall the actions that firm undertakes to draw in manage and users relationship
within them. Networking with past and or possible clients which is part of the
company's work too and also might consists greeting mails, response and also to
meet with clients. In this project this can be considered the firm nestle that is Swiss
multinational drink and food processing organisation, there headquarter are in
Switzerland. The firm was founded in the year 1866 and also founded by Henri
nestle(Singh, Ying and et,al., 2021). The project will be covering the concept of
marketing and there function and role with marketing and there is comparison
manner in the firm which uses elements of marketing mix to achieve overall business
aims. Afterwards, this can be produces the marketing plan for the firm which reaches
marketing aims. This will helps to develop media plan which supports the marketing
campaign for the company.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing can be defined to any actions a firm which influences the audience of the
firm of services and goods with huge quality messaging. Marketing aims which
delivers the competitive value and benefits for users and prospectus by content
within the long term goals which demonstrates strengthening brand loyalty, product
values and finally more profit and sales(Tien, Thuc and et,al., 2019). The marketing
manager section which should be accountable for the controlling, organising,
managing and directing marketing and function activities due to they are helpful for
the firm which influences a high amount of controlling and buyers them in precise
way.

3.0 Description of the role of marketing function with
examples from the chosen organisation
Few role of marketing function which are listed beneath:
 Market research : This is the primary and main important responsibility of
nestle manager of marketing. For being in the market which is competitive,
the manager should be well aware of the proper market trends and needs, for
having awareness of regarding users which needs nestle that make changes
in the recent production functioning and also produces services and final
goods that are high-level of satisfaction the users wants.
 Promotional and adverting : This is being very vital for the marketing team
which keeps knowledge about different advertisement and promotional
techniques which promotes the goods of business in a cost efficient way.
These both are vital tasks for manager of marketing which assists the Nestle,
within to compete with competitors of market and also has high influence of
buyers.
 Brand management : In recent marketing situation only those firm will
survive in the market of competitors which will have a strong brand value that
manages the brand in very precise way(Deepak and Jeyakumar, 2019). In
way to create and finishes a successful company's business in Nestle, this is
very important for the manager of marketing to adopt the tools and methods
that they will manage and also raises the brand equity within the target
market.
 Product development : According to the manager of marketing will be
developing their production process which will also generate huge quality of
final goods with the cost in very efficient way. In simple terms, the manager of
market will be responsible for determined the marketing executing and trends
in recent final function so that Nestle, will give high quality of final goods to the
buyers at less cost.
 Internal communication : The most important role of manager in marketing
is to make proper relationship within their overall sections of business which
cooperate and communicate with all things, and also they do assist the
company to tender at high business growth.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing Functions is defined the actions of those which set and are used via
company to identify the desires and needs of consumers in very fast way. The
different task of marketing that will be conducted via Nestle are discussed beneath:

 Research – This is the most vital function for department of marketing inside
the company. With being helpful to this kind of action of marketing easily to
understand the preference and task of consumer for their finished goods. In
firm;s research takes the feedback of consumer's respective their services
and finished goods by offline and online mode. Due to the efficient analysis of
users and taste firm which is able to diversify their goods at huge range that
leads to more sales and profit margin within the marketplace at very big scale.
 Product development – This is the other important function of department
marketing inside the firm. In this procedure firstly, the Nestle company's
workers understands the what kind of final goods are more liked by the
consumers. According to the firm added the different taste and flavours with
their final goods. Due to made attractive4 and efficient changes in their goods,
demands of their final goods which are highly between public more likely for
children and young generation. Due to this the sales of their existing and new
products are easily increased in less time.
 Distribution - It is the some other crucial feature within the advertising and
marketing branch fees and income margin are maintained with the aid of
using company. In context to Nestle, control required to set
up sturdy distribution channels via offline and on line mode(Tien, Chi and
et,al., 2019). Due to retaining sturdy distribution
channel comfort are particularly superior for customers in component of
buying their favoured product inside much less time. In
this manner company without difficulty preserve their goodwill
in marketplace and among public for lengthy time. Without right distribution
channel company isn't capable of supply the high-satisfactory nice product
to clients for lengthy duration.
 Sales promotion – One of the activity of market that is carried from the firm
to promote their final goods in different locations efficiently. In the situation of
Nestle, the effectively usage of technique of consumers are easily pull in large
number for buying their final goods.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
The marketing mix is the process by which the business firm that will integrate the
main details about the commodities of the business from the marketing mix which is
analysed that the cost and products as long via location where commodities will be
sold(Thabit and Raewf, 2018). From all these factors these are linked from the
marketing mix. In the way to gain the objectives and goals of the business of the firm
Nestle uses the principle of marketing. More to be discussed in the project beneath:

Product – The firm provides the huge range of final goods with their line extension
within the target market place. The company has been giving many variety with
attribute to the buyers.
Price- The strength level of pricing for nestle which comes by its usage or packaging
that is based on cost. The organization gives differentiation of pricing on
commodities.
Promotion- The firm encourage products by the digital media and also the
traditional media for promoting the services and goods.
Place- Nestle will be viewing its commodities within the malls and supermarket.
The enterprise manages its own distribution and sales and distribution network all
over the world-wide.
Process-The firm will be producing the commodities for operating to use latest
technology. The way nestle has been using the workers for aiming of the
promoting sales in different regions of world's country.
People-Nestle has started recruiting individuals to join their firm(Kwok, Yu and
et,al., 2020).This firm also has been training their employees to balance the queries
of their users and also they provides services to good users.
Physical Evidence- The firm will be making a better evidence to connect through
setting up the coffee shops with their brand.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
In order to ensure growth and development, a business organization must include
some essential marketing mix elements. Such as price, promotion, people, process,
physical evidence and product. It contains best quality of food that is manufactured
in the industry so that they there would be no compromise in the quality of the
product. It can serve best to the customers. It also involves setting up affordable
price range by focusing on the purchasing power of the consumers. Reasonable
prices must be set by the companies so that every sector of the society can afford

to buy that product(Chiguvi, Dube and et,al., 2018). The products could be
promoted through various social media platforms as now everything is being
digitalised. Nowadays, everybody has access over social media. This can be
proved one of the best method of promoting the goods in the domestic as well as
international market.
3.0 Recommendations
The company Nestle can be focus more on the function of marketing such as
Product development. The employees of Nestle should have there focus on
innovating and change there product frequently in taste, packaging and more
according to the consumer's preference and recommendation. The finished goods of
the company should be attractive and made according to the consumers demand.
The firm can use social media platform to know the needs of the costumer and
feedback also can be taken online or on the official website. The marketing mix
elements like promotion helps the company to promote their latest product and can
easily reach to their targetted consumer through online sites and platforms. The
young generation is the mostly targetted by the firm as youngsters are mostly found
on social media easily.
9.0 Conclusions
From the above evaluation, it can be observed that the marketing procedure and
planning process helps in getting an idea about the preferences of the consumers. It
ultimately helps in fulfilling the demands of the consumers in the market. The slight
changes done in the planning structure and modifications in the already existing
product helps in enhancing the profitability and sales in the market without taking
much time. This particular report will include the comparison between the techniques
where different companies comply with the factors of marketing mix along with the
marketing planning process in order to earn more profit and achieving the desired
goals of the business. In furtherance, it also discuss that how to develop a marketing
plan for a business organization in terms of fulfilling marketing objective. The
company should maintain positive relationship with the consumers, that could be
achieved by making effective market plan of action in which the likes and dislikes of

the customers could be make out. It helps in supply of the demanded products in the
market without taking much time.
References
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D.
Verma (2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering, 8(10), pp.321-339.
Chiguvi, D., Bag, P. and Dube, Z.D., 2018. Impact of the Extended Marketing Mix
elements on Customer Service in the Insurance industry in Botswana. Journal of
Marketing and Consumer Research, 43, pp.1-7.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Kwok, L., Tang, Y. and Yu, B., 2020. The 7 Ps marketing mix of home-sharing
services: Mining travelers’ online reviews on Airbnb. International Journal of
Hospitality Management, 90, p.102616.
Singh, P., Sin, L.G., Kama’Aziri, N.S.B., Jian, O.Z., Azlan, N.A.S.B.M., Ibrahim,
P.N.I.B.B., Sheng, D.H., Kee, D.M.H., Heng, J.T.S., Wee, L.S. and Ying, L.Y., 2021.
A Study on Nestle Promotion Strategy. International Journal of Accounting & Finance
in Asia Pasific (IJAFAP), 4(1), pp.60-70.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Tien, N.H., Anh, D.B.H. and Thuc, T.D., 2019. Global supply chain and logistics
management. Dehli: Academic Publications.
Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in
international business strategy. International journal of research in marketing
management and sales, 1(2), pp.134-138.

Table of Content
Part 2: Marketing Plan key elements of marketing planning for an
organisation to achieve
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing object key elements of marketing planning
for an organisation to achieve ives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments key elements of
marketing planning for an organisation to achieve p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p

5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References key elements of marketing
planning for an organisation to achieve p

1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
 Marketing plan is kind of document which lays out the strategies of marketing
for the time upcoming period. This presents in a summarized way to attain the
goals which has relation to the promotion of the products and also increases
the shared targeted market, time period of the activities which are completed
and more. In situation of Nestle, strategic marketing planning is helpful to the
firm which is differentiate itself by the competitors which focuses on the
strengths and also it provides better consumer's services(Stevens, Warren
and et,al., 2021). Here are few elements which is linked to the firm's
objectives:
 Marketing Mix- This is the kind of tactics or actions which a firm uses to
promote its products or brand which attracts their consumers which buys the
commodities that includes seven Ps of marketing which aids in implementing
the better strategy of marketing to Nestle.
 Competition- In situation of Nestle, this components will help the firm to
identify the competitors in the way to gain the advantage with the gain market
share and strategies to encounter.
Thus, Market plan precisely defines the objectives of marketing in the business
which is helpful to the elements. This also indicates the company where it needs to
be precise in future.
2.0 Clear and SMART marketing objectives key elements
of marketing planning for an organisation to achieve
Smart objectives are those which helps to analyze the factors and plan which
haves an efficient firm and also work with the analytical elements of the activity of
business. This is the other way of marketing commodities in the global market. This
is the manner from which performance can be measured of the business through the
actions of business(Dimitrescu, Faier and et,al., 2018). This also helps to indicate
the performance of business and as the same time its performance too.
smart objectives :

 Specific - the firm Nestle needs to a good brand within the global market and
also needs to earn more rates of sales and profit within the business which
the firm has for long time of sustainability within the marketplace.
 Measurable – The company will have the increased ratio of profits in global
market and also they do have desires to have proper competing benefits.
They do go through all the sales and profits and do study the yearly plan of
the firm Nestle.
 Achievable - Setting the proportion of income and profits that can be attain
by the performance of the activity.
 Reliable - the targets will be set within the online marketing physical
advertising and space to achieve the target of the market.
 Time Frame- This firm will also develop the final actions on the spending on
market with the upcoming time.
3.0 Marketing research to support the new product line
launch
Nestle has to search the marketplace to understand the preferences of competitor
and consumers or their strategies within the market which supports new product line
of drinks. The firm can adopt many methods for researching a market, so Nestle can
also use the focus groups, surveys, field trial and personal interviews which also
gives perception of costumers to make its own research.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
Marketing goals and objectives :
The firm needs to design the company that gives right direction to the firm
which can achieve the wanted goals(O’Sullivan, Ngugi and et,al., 2022). The
organisation has a goodwill from which it can diversify the commodities, this is also
more better brand if this is compared to other brands.
Strength
 Nestle is the firm which is highly diversified that Is operated in different
sectors and markets
 The firm has the well accepted relation with other known brands such as
coca cola and more.