Strategic Marketing Plan: Nestle's Healthy Drink in the USA and UK

This report provides an analysis of the marketing strategies employed by Nestle for its new healthy drink product, which is designed for gym enthusiasts and individuals with diabetes. The report identifies targeting tactics such as concentrated, differentiated, and undifferentiated strategies. It explores the marketing mix elements in the USA and UK, considering the different business climates, purchasing power, and consumer preferences in each country. The report also discusses business-to-business (B2B) and business-to-consumer (B2C) marketing strategies, as well as international versus domestic marketing approaches, highlighting the challenges and considerations involved in each. The conclusion emphasizes the importance of selecting an appropriate segmentation approach for effectively targeting the product to the right buyers.

Task 4

Introduction
In order to meet this, cited firm have come up with their new products
namely Nestle healthy drink which is especially made for the gym lovers
and also for the individuals who are suffering from the diabetes

Targeting tactic
 Concentrated strategy
 Differentiated strategy
 Undifferentiated strategy

LO 4.1 MARKETING MIX FOR TWO
DIFFERENT SEGMENTS
Company is doing operations in more than 25 countries. Now the new
product has been planned to launch in two different nations. There is a
difference in the business climate of the two countries
USA
 Prices in USA will be kept higher because the purchasing power of the
customer is high
 The marketing mix elements in USA re very dynamic
 The customer in USA are more prices conscious
 People in USA are little concerned about their health

UK
 The prices will be kept lower because the purchasing power of the
customer is low
 However the economic conditions have improved a lot
 People in UK are quality conscious and more hygienic
 People in UK are more concerned about their health

4.2 MARKETING STRATEGY TO MARKET THE
PRODUCTS AND SERVICES TO AN
ORGANIZATION
Business to business marketing
 Business to business marketing is related with doing the trading with
other companies
 Nestle can make use of direct marketing in order to generate the
lead, loyalty, demand and faith from the customers
 The sales and volume of B2B business will be higher
 The number of buyers will be less

Business to Consumer marketing
 It is concerned with marketing the products to the customers
 The objective is to transform the shopper into purchasers
 The time period for business transaction is short
 Marketing campaigns are designed to gain the interest

4.3 MARKETING STRATEGY TO MARKET
ABROAD
International Marketing
 High level of competition
 Many barriers are there such as tariffs, cross culture, language
differences
 The rules and regulations from the side of government is high

Domestic Marketing
 Domestic marketing refers to the activities in which trade transactions takes place
within the country
 Government interference is low or zero
 The level of competition is high

CONCLUSION
It can be concluded from the given report, in order to carry out the
segmentation of customers firm must select an appropriate approach.
This is because, if not selected then the product of company cannot be
segmented by the buyers effectively.

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