Nestle Company: Marketing Analysis and Strategic Planning Report

This report provides a comprehensive marketing analysis of Nestle, a leading health and wellness company operating globally. It begins with an introduction to marketing and marketing management, followed by a detailed company analysis of Nestle, including its product portfolio and global presence. The report then applies Porter's Five Forces model and PESTLE analysis to assess the competitive landscape and external factors impacting Nestle. Opportunities and threats are identified, and a BCG matrix is used to evaluate Nestle's product portfolio. The report outlines Nestle's strategic priorities, strategic marketing planning, and an integrated marketing approach. It examines various campaign channels and techniques, including advertisements, personal selling, public relations, and direct marketing, along with their advantages and disadvantages. A budget analysis is presented, along with an action plan detailing promotional activities, objectives, timelines, and responsible parties. The report offers valuable insights into Nestle's marketing strategies and provides a framework for understanding the company's approach to market penetration, product development, and customer relationship management. The report is a comprehensive overview of Nestle's marketing efforts.

Marketing Management

INTRODUCTION
Marketing is a platform to sales
 Marketing includes research, planning, advertising and promotional techniques to
increase the sales.
 Marketing management is a concept which reviews organisation's resources and
activities to increase its customer base, improve relationship with the customers by
providing them products and services as per their requirements.
 It helps the organisation to enhance its perceived value and brand image.
 The role of marketing manager is to examine resources and competencies, competitor's
cost structure, product differentiation, competitive positioning and other factors.

COMPANY ANALYSIS
 Nestle is world's leading health, and wellness
company.
 Nestle is a food processing industry which operates
in more than 194 countries in the world with
employee strength of over 339000 people.
 The organization serves numbers of products to the
customers.
 It includes products such as confectionery, coffee
and tea, baby food, dairy products, bottled water,
medical food, breakfast cereals, pet foods, ice
cream, frozen food and snacks. Nestle has around
450 factories in the world. Maggi, KitKat,
Nespresso, Smarties, Nescafé, Nesquik, Stouffer’s
and Vittel are the most popular brands of Nestle

SITUATION ANALYSIS
Porter's five forces model is an important tool that
analyses the level of competition within the
industry. Porter identifies 5 forces that
determine competitive intensity and
attractiveness of the industry.
 Threat of new entrants: Low
 Threat of substitute products: High
 Bargaining power of suppliers: High
 Bargaining power of customers: High
 Competitive rivalry within the industry: Low

PESTLE ANALYSIS
 Political Factors
 Economical Factors
 Social Factors
 Technological Factors
 Legal Factors
 Environmental Factors

OPPORTUNITIES FOR NESTLE
 Global Market
 Expand its product line in growing economies
 Capture the Untapped market
 Build Partnership with Major Companies
 Rising Demand for Healthier Food

THREATS FOR NESTLE
 Change in Trends.
 Increasing Health Consciousness
 Unhealthy pre-packaged products
 Price cut by Major Competitors
 Buying power of Customers and Suppliers

BCG MATRIX
Stars
Ceralac
Nescafe
Question Marks
Smarties
Nestle Nestum
Nescafe Decaf
Nesquik
Cash Cows
KitKat
Maggi Noodles
Dogs
Milky Bar
Neastea
Nestle Dahi
Nestle Crunch
Nestle Munch

OBJECTIVES OF NESTLE

STRATEGIC PRIORITIES
The following are the strategic priorities of Nestle:
 To deliver sustainable financial performance
 To put resources behind the ideas,
 Products and categories to recognized for healthy and nutritious products.
 Create values for the customers and control wastage.
 Improve customer relationship by developing E-commerce channels.

STRATEGIC MARKETING PLANNING
 Set Mission
 Situation Analysis.
 Set Marketing Objective.
 Strategy Development.
 Evaluate Marketing Plan.

INTEGRATED MARKETING
Nestle needs to focus on the following
activities for framework of integrated
marketing plan:
 Identify desired future positions
 Data collection and analysis
 Market penetration
 Market and Product development
 Product life cycle
 Demand pull and supply push
approach