ICON College - Marketing Essentials Report: Nestle Case Study Analysis

This report provides a comprehensive analysis of Nestle's marketing strategies, focusing on key aspects such as marketing functions, the marketing mix (product, price, place, promotion, people, process, and physical evidence), and marketing planning. It examines the roles and responsibilities of the marketing function within Nestle, a leading global food company, and assesses the company's marketing mix to achieve organizational objectives. The report delves into Nestle's marketing planning process, including objective determination, resource assessment, risk evaluation, strategy formulation, and implementation. Furthermore, it presents a detailed marketing plan for Nestle, including an executive summary, company introduction, vision, mission, situational analysis (SWOT), target market analysis, and a market budget. The report highlights the importance of monitoring and controlling marketing activities to ensure alignment with business goals. Overall, the report offers valuable insights into Nestle's marketing practices and their impact on the company's success.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of Marketing in “NESTLE”.........................................................1
TASK 2............................................................................................................................................1
P3 Comparison of marketing mix of Nestle to achieve organisational objectives.....................1
TASK 3............................................................................................................................................4
P4 Marketing Planning of Nestle................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing consists of all activities that are involved in creation of time, place and
possible utilities. It can be defined as process of planning and executing the conception,
promotions , pricing and distribution of ideas, goods and services to create exchanges to satisfy
individuals and company's objectives. Marketing helps company in gaining high market share.
Company's managers target the customers and make strategies so as to analyse who can be
targeted. Marketing helps company in making innovative products for the customers according
to their size, colour, shape etc. it is basically a set of activities that helps in making,
communicating, delivering and exchanging offers that creates value for different stake holders
(Anuar, Musa and Khalid, 2014). The company which has been chosen here is NESTLE. It is a
largest food company in the world and is headquartered in Switzerland. It is having around 447
factories which is operating in 194 countries and is employing around 339,000 people. This
report will discuss the role of marketing and its interrelationship with other functions of
organisation, usage of elements of marketing mix to achieve overall business objectives and a
basic marketing plan will also be prepared.
TASK 1
P1 Key roles and responsibilities of marketing function(Covered in PPT)
P2 Roles and responsibilities of Marketing in “NESTLE” (Covered in PPT)
TASK 2
P3 Comparison of marketing mix of Nestle to achieve organisational objectives
Marketing planning is a very important process in business environment. It is a process
by which company analyses the environment as a whole and its capabilities and then accordingly
marketing actions and decisions are taken. Through proper planning , companies can achieve
their desired objectives (Asaduzzaman, Hossain and Rahman, 2014). The steps that are involved
in marketing planning process of NESTLE are :-
 Determination of marketing objectives- Objectives are the first and foremost thing that
is set in a company. Determining goals of NESTLE acts as a first step of marketing
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planning. Company's goals of organisation should be set in S.M.A.R.T way i.e. Specific,
measurable, attainable, realistic and time specific (Baines, Fill and Page, 2013).
 Assessing organisational resources- In this, all those resources that are will be used by
company to make products and services for its customers are included. These resources
includes capabilities in production, technologies, marketing finance etc. if these resources
will be evaluated then strengths and weaknesses of organisation can be known.
 Evaluating Risks and opportunities- Here, after allocating the resources all the risk that
is expected by the company are evaluated and suitable opportunities are chosen. The risks
and opportunities that company see in environment should be analysed so that company
is able to use right resources and can grab the opportunities that are available for them.
 Making marketing strategies- This is the main step in marketing planning where
marketing strategies are prepared by companies so as to conduct the work properly inside
an organisation. Company should be in position to set marketing strategies which are
flexible and resource efficient . Strategies must be set very carefully because it represents
company's overall program and will be applied in set target market (Fırat, 2013).
 Implementing and Monitoring marketing plans- In this step, plans ghat are prepared
by company are finally implemented in market . Managers use feedback to monitor the
progress in the organisation and if strategies are not working in favour then new
strategies are adapted.
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Source:- Marketing planning process,2017
Marketing Mix can be defined as elements that are used by companies to influence the customers
to buy the products of company. It is a process which sets the product at right place at correct
time. It is basically a tool of marketing planing process that is used in marketing strategies.
Marketing mix consists of 7p's which determines how company will manage themselves in
marketing. Nestle , being a very known brand is producing so many products in market so, they
need proper planning to make their products sell in market. The marketing mix strategies are as
follows:-
1. Product – It is the world's largest food and nutrition company which is having more than
6000 products in market. The range of products provided by Nestle is very wide because
it produces all such type of products that are used by people in their daily life. Its product
portfolio is having 8 out of 30 top selling confectionery brands (Gebauer, Edvardsson and
Bjurko, 2010).
2. Price – The main key for the success of Nestle is its prices. Although being a top most
brand, company has put its prices same as other low quality products that are available in
market. Their marketing strategies includes various pricing strategies so that they are able
to maintain their prices of products in market.
3. Place – Nestle is mainly running in Europe because they are getting 90% of their sales
and revenue from there. But the company is running in 194 countries . Nestle doesn't
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Illustration 1: Marketing planning process

directly transfer the products to other countries rather a complete process in followed like
manufacturing , distributing, wholesaling, retailing and then finally selling to customers
(Hauer, 2011).
4. Promotion – Nestle has prepared its promotion strategies in a very well manner .
Advertising is done through electronic and print media . These promotion techniques help
in increasing selling, brand loyalty, enhancing brand image and also increasing awareness
of the product.
5. Process – While designing the process of company, it should take care that it helps ii
minimizing the cost of production and in increases the efficiency of company as well as
employees. In Nestle, they follow proper process through products are produced,
marketed and supplied to its customers.
6. People – People are those who finally consume the product. Nestle provides quality
products to its customers so that customers are satisfied and more sales is done by
company.
7. Physical Evidence – Nestle is very much successful in this segment because nestle
products are given very much importance by the customers and are very well trusted by
them. All the products of Nestle that are available in market are given preference by
consumers.
TASK 3
P4 Marketing Planning of Nestle
A marketing plan an be defined as a document that is prepared by company to conduct all
the activities in a proper manner inside organisation. It is considered as a part of business plan
and contains all the details about the advertising and the marketing efforts will be done in
company in coming year. It includes all those marketing activities that are required for
accomplishing specific marketing objectives. It also discusses about the current market position
of company , its target market and some of the marketing strategies that will be used by achieve
its goals (Hausmann, 2012).
Value of marketing pal in Nestle is very much because whole company operations are
conducted on this plan and if this plan is not made properly then whole organisation will suffer
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and not just marketing department because each and every business function is related to
marketing. Its importance is as follows:-
 It helps in identifying marketing opportunities and threats that may occur suddenly,
 it helps in increasing focus towards objectives (Jobber and Ellis-Chadwick, 2012).
 it helps in identifying the future development opportunities.
 it helps in increasing efficiency to perform tasks.
Marketing Plan for Nestle is as follows:-
 EXECUTIVE SUMMARY:- Here, we are analysing the marketing plan of Nestle
which is an FMCG company. In this , current market plan of Nestle is included along
with the strategic analysis of company. This plan will start with the introduction of Nestle
company and a brief about the brands will be discussed. This company is serving
worldwide having products of excellent quality and value.
 INTRODUCTION TO COMPANY:- Nestle is a leading Food and Nutrition based
company established by Henry Nestle. It is having more than 500 factories in more than
100 countries. Its product portfolio is having more than 6000 products in market. The
product's qulaioty and value are its USP and they are having a very strong brand image in
market and goodwill that they have no fear of loosing an market share (Jones and
Rowley, 2011).
 NESTLE'S VISION, MISSION:- Nestle Vision states :-
◦ it is having a global vision to be recognised as the best company who provides
nutrition, health an wellness.
◦ To become world's no. one FMCG company.
Its mission statements says:-
◦ To positively improve the quality of its products and the lifestyle of people of word
by providing the good quality products.
 SITUATIONAL ANALYSIS:- Under this, Nestle has conducted a Swot Analysis on
themselves which is as follows:-
STRENGTHS WEAKNESS
 Maintaining a stable growth in the
company
 Brand has been doing business in
 Since it is working in various countries
then it will have to face various types of
controversies because every country is
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market for more than 140 years.
 It is included in fortune top 500
company and is world's biggest food
brand.
 Maintains a wide variety of product
range in market .
 Company is enjoying brand loyalty and
brand recall.
having different laws.
 Strong competition with other brands in
market.
 New Entrants in market is creating
problems for company.
OPPORTUNITY THREATS
 Company has the opportunity to
produce more health base products and
aware customers about that.
 Nestle should now actively work in
rural market as well.
 Company should do partnerships wity
other companies to increase their
market share.
 Tough competition from Amul and
Cadbury and other brands as well,
 lots of substitutes are available in market
if is not available
 Companyn is not able to maintain strong
supply chain.
 Since company is getting more business
from Europe then it had to face thye Euro
zone crisis there .
 TARGET MARKET:- Company chooses their target market by carefully analysing the
market and choosing then customers as per their taste and preference. Here, Nestle is
maintaining a friendly relation with other companies present in market by doing business
with them or providing them with some kind of benefits. It helps company in achieving
high profits in market (Kaplan, Piskin and Bol, 2010). MARKET BUDGET – Budget prepares is as follows:
Particular
(Marketing
Expenditure)
1st year 2nd year 3rd year
Advertisement 7000 9000 12000
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sales promotion 6000 8000 10000
Direct marketing 15000 12000 13000
Total 28000 29000 35000
 MONITORING AND CONTROLLING :- This is the last step in marketing planning
in which all the activities which are being performed by company are properly monitored
and all the possible threats should be properly controlled by the marketing department.
This responsibility is given to marketing manager and because he is the only one who has
made plans ad hence he will be only able to find out what are the possible outcomes of
the marketing planning conducted (Khan and Adil, 2013).
CONCLUSION
From the above report, it can be concluded that marketing is a very important function in
an organisation. The marketing activities that are performed by company in market is helps them
in making a place in the minds of customers and producing a brand image also. This report
discusses the marketing functions and activities of Nestle. Roles and responsibilities that are
performed by marketing department helps in developing strategies , product management and
also in organising events etc. Nestle does planning very well which helps them in performing
their marketing functions very easily and achieving the goals of company. Here, interrelationship
of marketing department with other department of company is also discussed. The ways in which
marketing mix can be applies in marketing planing process to make it more efficient is also
discussed here. Marketing plans which are very much important for the execution of work inside
organisation is also prepared in this report.
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REFERENCES
Books an Journals
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a case study on private universities in Bangladesh.International Journal of Economics,
Finance and Management Sciences.1(3). p.128.
Baines, P., Fill, C. and Page, K., 2013.Essentials of marketing. Oxford University Press.
Fırat, A. F., 2013. Marketing: culture institutionalized.Journal of Macromarketing. 33(1). pp.78-
82.
Gebauer, H., Edvardsson, B. and Bjurko, M., 2010. The impact of service orientation in
corporate culture on business performance in manufacturing companies.Journal of
Service Management.21(2). pp.237-259.
Hauer, C., 2011. Marketing in the digital age.Editors' Bulletin.7(3). pp.77-79.
Hausmann, A., 2012. Creating ‘buzz’: opportunities and limitations of social media for arts
institutions and their viral marketing.International Journal of Nonprofit and Voluntary
Sector Marketing.17(3). pp.173-182.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration.International Small Business Journal.29(1). pp.25-36.
Kaplan, M. D., Piskin, B. and Bol, B., 2010. Educational blogging: Integrating technology into
marketing experience.Journal of Marketing Education.32(1). pp.50-63
Khan, M. N. and Adil, M., 2013. Data analysis techniques in service quality literature: Essentials
and advances.Serbian Journal of Management.8(1). pp.95-112.
Steward, M. D. and Lewis, B. R., 2010. A comprehensive analysis of marketing journal
rankings. Journal of Marketing Education. 32(1). pp.75-92.
Wilson, A. and et. al., 2012. Services marketing: Integrating customer focus across the firm.
McGraw Hill.
Online
Marketing mix of Nestle. 2017.[Online].Available
through:<http://www.managementparadise.com/forums/marketing-management/209197-
marketing-mix-nestle.html>.[Accessed on 31st October 2017].
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