Marketing Essentials: Analysis of Nestle's Marketing Plan

This report provides a comprehensive analysis of Nestle's marketing essentials. It begins with an introduction to marketing and its importance, specifically focusing on Nestle as a case study. The report then delves into Task 2, which compares how various establishments apply the marketing mix, using Nestle and Cadbury as examples, and detailing the 7Ps of marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence). The report highlights how these elements are implemented differently by each company. Task 3 focuses on producing and evaluating a basic marketing plan for Nestle, specifically for the launch of a new product, "Home appliances." The marketing plan is structured using the SOSTAC model, including situation analysis (SWOT), objectives, strategy (STP - Segmentation, Targeting, and Positioning), and the overall vision and mission of Nestle. The report also outlines market segmentation and the strategies used to achieve business objectives, concluding with a summary of the key findings.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered into PPT.........................................................................................................................1
TASK 2............................................................................................................................................1
P3. Compare the ways within several establishments apply the marketing mix.........................1
TASK 3............................................................................................................................................4
P4. Produce and evaluate a basic marketing plan........................................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the act and action of functioning the business of an organisation within an
enterprise sells and endorses its goods and services within the market with the aims of assuring
the requirements and needs of consumers through offering commodities and facilities as per their
preferences and desires. Marketing essential indicates to those components that assist in
executing actions of marketing in efficient form. For the completion of this written document
Nestle is the firm which is considered (Al Badi, 2019). It is a Swiss international food and drink
processing conglomerate venture. This organisation was incorporated in 1866 by Henri Nestle
and is headquartered in Vevey, Vaud Switzerland. Nestle goods consider baby food, medical
food bottled water, breakfast cereals, coffee and tea, confectionary, dairy products, ice cream,
frozen food, pet foods and snacks etc. This document will explain about the roles and
responsibilities of marketing function and interrelation of several factors of organisation with
marketing. Further, it will define bout marketing mix and marketing development plan in form of
attainment of business objectives and aims.
TASK 1
Covered into PPT
TASK 2
P3. Compare the ways within several establishments apply the marketing mix
Marketing mix is practiced with diverse field that are running and performing for diverse
set of activities and strategies that are used the company for promoting goods and facilities of an
establishment (Holbrook, 2018). In context of Nestle, marketing mix is the activity of placing a
good product through using effective value at appropriate place with the assistance of utilising
effective promotional techniques and tools. So that consumers attain to good and buying them
easier manner with the purpose of fulfilling their requirements. The description of 7Ps of
marketing is as beneath in context of Nestle:
Components of
marketing mix
Description Nestle Cadbury
Product It refers to the
process of
Nestle offers range of
commodities with their
Cadbury provides a
variety of
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modifying raw
material in to final
product. The goods
has some value and
worthy for which
individual are ready
to purchase it.
line extensions in the
marketplace; They
have been offering
variety with quality to
the customers. Some of
the Nestlle’s top brands
are Maggie Nestea
Nascafe, Kit Ket etc.
commodities like
Bournville, crunchie,
Cadbury Dairy Milk.
Perk, Bytes, Pretzel,
Oreo, Mini Rolls and
Fruit Sundae etc
(Febriansyah, 2019).
Price It indicates to the
value that
consumed by the
organisation in
producing of
products and
facilities. It can be
the fiscal value of
goods that is design
through the
management of
trading of them.
In Nestle, the
management consider
competitive, skimming
and premium pricing
strategies to sell its
products.
For some product
like Bournville, the
firm use high pricing
strategy. Along with
this, they consider
competitive and low
cost strategies in
some products.
Place It refers to the
allocation tools and
approaches which
are used through
management for
selling and
delivering of final
goods to final
customers.
Nestle has been
distributing its
products through
supermarkets, malls
and placing its
commodities in
hospitals, canteens of
colleges and public
places.
The organisation
operates its business
in more than 200
nations. They offer
their commodities
through superstores,
grocery shops,
canteens and many
more (Ganjre, 2019).
Promotion It states to
advertisement
In term of endorsing
products and services,
To promote their
commodities, they
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techniques which
are used by the
organisation for the
endorsement and
promotion of
manufactured
commodities and
services so that
target audiences are
familiar with them.
the management of
Nestle use different
advertising tools like
TV, social media,
celebrity promotion,
market campaign and
ATL marketing (HR
and Aithal, 2020).
use TV, posters,
newspaper, online,
radio and social
media tools.
People It indicates to
employees, dealers,
retailer,
distributors, labour
and target
audiences as well
as suppliers who
make their
involvement in
production of goods
and services of a
business enterprise.
There are several
people like employees,
workers, distributors
and retailers are
contributing in running
the business of Nestle.
In Cadbury,
employees, labour,
suppliers, retailer,
distributors etc.
people are engages to
operate business of
establishment
(Cluley, R., 2018).
Process It states to
manufacturing
process,
distribution,
packaging and
many more
activities which are
performed by the
people of the
The organisation has
been producing the
goods through
practicing it utilising
effective technology.
The form Nestle has
been utilising its
vending machine to
serve the consumers
Cadbury keeps a
record of all activities
it does like systems
and activity are
offered and also
maintain a record of
offered facilities are
helpful for the
consumers or not,
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company in context
of operating
business.
demonstrates in easier
manner that they have
acknowledged the
needs of the consumer.
and whether target
audience are notified
or not (Hair Jr, Page
and Brunsveld,
2019).
Physical evidence It mentions to the
exterior situation
and tangible
framework of
goods in term of
size shape, design,
packaging, colour
and many more.
Nestle has been
making an effective
facts connectivity
through establishing
the coffee corners with
their logo of Nescafe in
vending machines.
Cadbury maintain a
record of all
knowledge which it
is getting through
physical questioning,
purchasing power of
the consumers and
offering them
directions about the
goods they are
buying through
offering them
brochures and
pamphlets.
The business enterprise corporations with their unique organizational way of life practice
the methods to gain their respective commercial enterprise goals. The small and a success
enterprise together with Nestle utilise 7P’s of marketing mix in their advertising making plans
technique to obtain the organizational objectives. Other employer such as Cadbury which is a
rival to Nestle utilise a marketing segmentation method to acquire their organizational desires.
The marketplace segmentation system of Nestle contain following technique:
 Initially they define the market for employer, as an instance target market.
 Secondly, advent of market segments takes location.
 Evaluations of the specific segments are carried out for unique standards.
 Segment technique is built.
 The attractiveness of the segments is evaluated.
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 The goal markets are selected.
 Positional method of the organization is developed and carried out.
 Evaluation and comments manner of segmentation.
TASK 3
P4. Produce and evaluate a basic marketing plan
Marketing plan
It is a blueprint and report which considers diverse activities and processes that are occurred
through marketing department regarding a business organisation of the production of
commodities and facilities. It can be a written document that review and summarise several
strategies and plans can be accomplished its set targets and aims (Arendt and Allain, 2019). It is
crucial for the firm as with the assistance of management, it can frame and create vision,
mission, business goals and objectives of organisation so that it can hit its set aims in better form.
This plan can be framed to Nestle to launch its new product “Home appliances” which is
developed by the administration for offering diverse type of goods. The marketing plan in
reference to respective enterprise is defined as under:
SOSTAC model
This conception is formulated by P. R. Smith so that large part of business organisation can
formulate business plans and tactics for the establishment. In Nestle, this conception can be
impalement and execute through the administration of the enterprise at the time of marketing
reflection on develop the particular conduction, strategies relate t the digital marketing and
framing as well as developing whole marketing plan in context of Nestle is as under:
Situation- In it, the efficient circumstance determination of the enterprises takes place. For this
interior and exterior business environment of the company is included (Géczi, 2019). In context
of this, the establishment can organise and implement SWOT analysis which is as beneath in
reference to Nestle:
SOWT analysis- It is a tactical method and framework which is utilised by business
venture to determine the external and internal components of the firm that create influence over
business of the enterprise. It can be an activity of analysing the capabilities, weaknesses, growth
options and risks of the enterprise, SWOT analysis of Nestle is as:
Strengths Weaknesses
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Reputed brand name- Nestle is the most
famous brand in all over the globe. It has
developed a respected reputation in the food
and beverages industry providing high quality
goods for each day utilisation crosswise the
world (Gretzel, 2018).
Extensive product portfolio- Nestle owns
more than 2000 brands internationally and
renovated over 8000 goods for nutrition and
health considerations. It is if the world’s largest
organisations with the broadcast product
portfolio.
Price fluctuations by retail giants- Nestle’s
grocery sales are accomplished mainly by huge
retail giants such as Tesco, Walmart and
Kroger. Any decrement or maximisation in
costs through these retailers can influence
Nestlé’s sales.
Water controversy- Currently, Nestle was
accused of unlawfully forcing millions of
litters of water in 6 countries where residents
are divested of drinking water.
Opportunities Threats
Venturing small food start-ups- Nestle has
an unbelievable opportunity to develop the
number of small food start ups within its
famous brand name. Nestle can also work
together with the new start-ups to endorse its
brand name.
Expanding ready to drink tea and coffee
market- The demand for tea and coffee is
constantly on the rise, offering a profitable
chance for Nestle to groom this market more
(Putri and Fachira, 2020).
Rising competition- Many consumer packed
good enterprises such as Unilever and
Mondelez provide similar food and beverage
goods. It is critical for Nestle to complete in
such a condition where the substitute goods are
available in easier manner.
Government regulation and costs- National
authorities’ rules and policies can influence the
business operations of Nestle. Along with this,
the maximising cost of products force the
enterprise to maximise the costs of its
commodities, it will direct the sales
minimisation because customers can switch to
another brands that are accessible at low costs.
Objectives- It states to the goals and purposes that is formulated and incorporated through the
administration of the firm so that development can be executed in business. The objectives that
are formulated through Nestle regarding Home appliances product are described as under:
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 To develop the revenue of firm by 5% within upcoming 8 months with the help of
launching new product of Home appliances.
 To maximise the sales of company up to 6% within 10 months through offering Home
appliance product (Malhotra and Burgess, 2018).
 To increase the number consumer within upcoming 9 moths up to 4% through its
effective quality products and services.
Mission- The key purpose of Nestle is to be valued through their consumer for brining rivalry
solutions, reliability, comfort and convenience to their lives and businesses.
Vision- The aim of the firm is to bring customer foods that are safe, of high quality and offer
optimal nutrition to meet physiological requires. In addition to Nutrition, health and wellness,
Nestlé’s goods bring target audiences the important ingredients of taste and pleasure.
Strategy- It indicates to that techniques and tools that are developed through the administration
of the firm for accomplishment of designed objectives and set target. In Nestle, the management
of the firm framed strategies for its new launch product like Home appliance. The plan of action
which can be formulated through this firm is defined as under:
STP- It states to segmentation, targeting and positioning of consumers as per the goods and
services as well as need of target audiences. The explanation of it is as below:
Segmentation- Under it, the business of the firm will make focus on the categorisation of
the market in small sections and parts on the basis of demographic, geographic, behavioural and
psycho graphic segments so that the administration of Nestle can find out the sphere of offering
Home appliance product. According to this, market can be classified as per provided facilities.
Targeting- Within it, the management of Nestle can identify its prospective customers in
categorising units that are interested in using or interested in buying these products (Ferenczová
and Józsa, 2018). For its home appliance commodity, it can target both male and female
consumer, its normal target audiences, youngsters, restaurants and hotels related people and
many more.
Positioning- In it, the administration of the enterprise can places its new commodity of
home appliance through utilising discount, vouchers and many more. It will assist in attracting
people and influencing buying behaviour. This will enable in developing the sales and increasing
the profitability and sales of organisation.
Marketing Budget
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PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Tactics- It refers to the strategies that utilised through administration of enterprise to resolve
short term complexities (Al Badi, 2019). In Nestle, the organisation can execute plans and
strategies to accomplish the business objectives and goals of company. With the use of diverse
techniques, the management can familiar with its products and facilities. For instance, in Nestle,
to alert and offering information about organisation’s product, the management can utilise
different advertising techniques like TV, internet, social media, magazines, company websites
and many more.
Actions- This phase of this concept is defined with several plan of action that are required to be
performed. In Nestle, the establishment assigned diverse accountabilities and duties to several
workers so that set and formulated goals and objectives of the company can be accomplished in
grated timeframe. It can be a systematic form by which company can attain its aims and
accomplish aims and objectives in adequate form.
Control- It is the final phase; the administration of the organisation can make control over on-
required activity and process of the company (Li, 2018). They determined that the strategies and
tactics which are formulated through them in reference to development and success of business
organisation with the assistance of new commodity such as Home appliance are effective and
adequate. In Nestle, they can take feedback from targeted people on regular base so that they can
handle issues if they are arisen and suffered by people of the company, then it will help in
handling or solving conflicts which will influence venture in several manner.
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CONCLUSION
From the above mentioned information, it has been concluded that marketing is an adequate
activity and procedure of trading, buying and endorsing goods and facilities of establishment.
There are different factors that are play a crucial function in operating the marketing activities
and processes. There are several accountabilities and roles are performed through marketing
function in term of development and progress of company. Different divisions of an
establishment are interrelating with each other as they make involvement to execute their
activities and making development in enterprise growth. Marketing mix is an efficient plan of
action that refers about the goods, cost, availability and others. Marketing plan is an essential
document which is framed and formulated through company to determine the several business
actions and accomplishment of business aims and objectives.
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