Analyzing Nestle's Marketing Process & the Importance of Marketing Mix

This report provides an analysis of the marketing process, emphasizing the nature and importance of the marketing mix within that process, using Nestle as a case study. It details the six steps of the marketing process, from defining the company mission to measuring and recording marketing efforts, highlighting how Nestle utilizes SWOT analysis, SMART goals, and digital marketing strategies. The report also examines the four Ps of the marketing mix—product, price, place, and promotion—exploring how Nestle ensures product quality, employs cost-based pricing, manages distribution channels, and uses various promotional techniques to engage customers and maintain its market position. The conclusion underscores the importance of a well-defined marketing process for organizational effectiveness.

The nature and Importance of the Marketing mix within the Marketing process

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................4
Marketing process.........................................................................................................................4
Marketing mix................................................................................................................................6
CONCLUSION...............................................................................................................................9
REFERENCES............................................................................................................................10

INTRODUCTION
Marketing is known as the process of promoting the organizational product to the
industry and their desired customer base as this usually promotes and attracts the
customer base towards their products and services for enhancing the market base and
market share of the products effectively and marketing involves the selling, delivering,
and advertising of the products and services to the customers or any other business
and this marketing procedure is usually done by affiliation marketing and it is done on
the behalf of the customers. This report is about Nestle which is a multinational drink
and food corporation this organization is considered the largest food organization in the
world as this organization was founded in 1866 and its headquarters is located in
Switzerland. This report is the analysis of the marketing process of Nestle and this
report also involves the marketing mix of this organization this also involves the other
marketing theory in the same in the context of customer satisfaction. The analysis of
this report is described below.

TASK
Marketing process
The marketing process is knowns as the steps that help the organization in identifying
the customer’s problems and issues and this process also helps in analysing the
various market opportunities and thus also creates the marketing material for the
desired customer base. As there are various steps by which an organization follows the
marketing process as there are six steps of the marketing process target Is described
below(Tamtomo and Sulaeman 2019).
Step 1: What does Nestle do?
This is known as the first step of creating the market process in which the company
mission is get highlighted and which also involves the statement of the organization in
this step, all the marketing efforts of the organization are resolved by fulfilling the
statement of the customers as the mission statement of Nestle is “Good Food, Good
Life” as this describes that this organization serves the best taste with the nutritious
choice and in this organization, there is a wide rand of drinks and food category which is
distributed from day tonight(Kumar Shankar and Aljohani 2020).
Step 2: Conducting PEST, SWOT, or 5C’s
This is the next step of the marketing process in which analysis is done by the
marketers of the organization for analysing internal and external environments
effectively. As any of the three analysis processes can be used by the organization as
SWOT is the analysis of the external and internal environment for better and effective
strategies and 5C’s is used is the focus analysis of the organization and PEST is the
analysis of external and environmental factors. Nestle usually uses SWOT analysis for
the effective analysis of external and internal forces.
Step 3: Creating a marketing strategy
The third step is of creating a marketing strategy for the organization and this is done by
targeting the correct audience with demographics and then setting the marketing goals
by SMART technique as each goal is required to be specific, measurable, attainable,
relevant, and time-based as Nestle usually targets the mid audience and the main goal
is to serve here customers the best quality of food and beverages. A marketing strategy
is also created by setting the budget of the organization(Prabowo and Sriwidadi 2019).

Step 4: Building a marketing mix
This is the next step of the marketing process as this involves the analyzation the
marketing mix which is known as the set of tactics and actions that an organization uses
for promoting their products in the industry in this involves the four P’s which are
considered important that are product, price, promotion, and people as this method is
essential in the organization for the better results of marketing strategy(Chandra and
Hamato 2022).
Step 5: Execution
The next step of the marketing process is execution which is involved in the marketing
process and is done when the project is being executed and in this, it involves the target
marketing process which involves demographics and content marketing process as this
involves Planning, publishing, promoting and measuring of the project and in this, it also
involves product marketing process which is conveying the message of the product to
customers to make them aware about the product and it also involves inbound
marketing process and email marketing process(Warrink 2018).
Step six: measuring and recording efforts
This is the last step in the marketing process and this is done to measure and record all
the efforts which are performed by employees in the project this can be tracked by
social shares, link clicks, email opens, conversion and engagement rate as these are
the methods which indicate about the project engagement and measure the
performance of the organization effectively as Nestle uses the upper methods for
analysing their growth of the organization in the industry and they also does for
analysing the market share of organization in the industry(Setiawan Rini Sadalia and Daulay
2019).
As Nestle is the largest and most well-known firm it has high goodwill and has its target
audience which makes them successful as they usually target the audience from a 2-
year kid to working-class professionals as they keep their product fresh and quality-
oriented for gaining the customer base in the industry and for the marketing process
and strategies Nestle uses digital marketing strategies for proving awareness and
information about the organization products and this company always uses latest

marketing strategies as they have different pages in the social media platforms for the
better upliftment and engagement with the customers and this organization also uses
marketing campaigns which involves tv ads and posters for the information related to
the new and developed product in the industry(Nghiêm-Phú 2022.). As they also use
search engine optimization which has the tracking and analysis of the customer
experience which can help in developing various marketing strategies in the business.
Nestle also uses multiple pricing methods which are used to capture a wide audience
and they also use a product mix strategy which makes offers the organization for better
ability to employ the product as this involves buy one get one free and various,
discounts, deals, discounts, and giveaways.
Marketing mix
Marketing mix is a tool which is used by the organisation which is used to attain the
organisational goal and objective of the organisation and this tool also sell the
organisational offerings to targeted customer audience and this also involves how
marketers decides and develops all the offering and this factor also decides the pricing
of the products and where the products can be sold in the location and this also involves
promotional and communicational strategies as marketing mix is usually used by the
marketers for developing and executing marketing plans for meeting the organisation
objective and for serving the high level of satisfaction to the customers as by providing
the best quality products as the marketing mix involves that the product is made
according to the desired needs and requirement of the customer base and nest pricing
which involves the pricing method according to the customer as they can find it
reasonable and place involves the distribution channel which is the method where the
products will be supplying and will convenient to the customers and lastly the
promotional which involves the promotions and offers which is related to the various
discount characteristics and promotional techniques(Agaltsova and Ilyuschenko . 2021).
Product
These are known as the offerings which an organization develops, procures, and
designs to satisfy its targeted customer needs and requirements and that can be either

tangible or nontangible. As Nestle serves cereals, confectionery, coffee, frozen food,
dairy, health care nutrition, pet care, baby food, chocolate, bottled water, cuisine,
beverages, and ice cream. As this organization serves the best quality of products to its
customers and always tries to fulfil the needs and requirements of the customers as this
organization fulfils long-term and short-term goals effectively. The main focus of this
organization is described below(SANTOS 2022).
Liquid and powdered beverages: As Nestle has the largest product division as in thus
Nestle’s chocolate, tea, malt beverages, and coffee are in this category Nestle is known
as a famous coffee brand as Nespresso is known as the premium coffee which is
served by Nestle.
Ice cream and milk products: As Nestle has its health and care strategy, therefore they
relied on milk products and especially the Nido brand which is portioned in A and D
vitamins and they also provide ice creams of different ranges and flavours(de Oliveira
Rodrigues 2021).
Price mix
As the pricing of the product is known as the charges which are offered for the product
and this can also influence the similar products of the market and this involves the total
cost and according to the demand of the product as this also involves the customer
ability to pay the price of the customer ability to pay for any product and this can
influence in the business profitability, brand positioning, product demand, and the
buyer’s perception as there are various pricing strategies bit Nestle follow cost-based
pricing strategy as this pricing strategy adds a percentage of the profit which us above
from the production cost of the organizational product(Novela and Hansopaheluwakan 2018).
As the pricing of the Nestle products is dependent on the industry as coffee of Nestle is
being a leader of the organization, therefore, they have the price with high margins
because they are serving good quality products, therefore, customers do not switch the
brand and this organization also follow consumption-based pricing method and they
also offers various packaging and sizing options of the products. This pricing seems
perfect as per the customer reviews as Nestle sells enough products with good quality
and reasonable pricing as per the customer’s requirements.

Place
This is known as the location where products can get sold and easily accessible to the
customer and they can easily purchase the products according to the requirements as
this involves distribution channels and this move in a chain which involves wholesalers,
manufacturers, distributors, agents, and retailers and this usually forms a network in the
organization and can be influenced by the nature of the market, product, and company.
Various distribution strategies are followed by the organization are intensive distribution,
selective distribution, exclusive distribution, and franchise system and they also have
direct and indirect distribution(Lim Jee and De Run 2020). The strategy which Nestle is
following is the chain of manufacturing then c& f agents distributors retailers consumers,
this is the indirect distribution chain of Nestle, and the direct distribution chain of Nestle
works as Manufacturer then bulk buyers, and then directly to the consumers. For
keeping the distribution channel strong Nestle uses various tactics like trade discounts
and others for keeping the channels motivated as this can saves the customer time and
effort of waiting and they can easily get the products.
Promotions
This is the process of influencing, informing, and persuading the customer about the
organizational products and this is known as promotion as there are many techniques
and strategies which is used by the organization to promote their products and make
the organization aware of the products of the organization by giving them the
information regarding all the serving products(Suwidiyanti Oktafia and Haryanto 2020). As
the various strategies which can be used in promoting the organizational products are
advertising, personal selling, public relations, and sales promotion. The purpose of
Nestle in proving the information to the customer is to make them aware of the products
and offers customers can also compare the pricing of the organization with the
competitor organization and this also makes the customer convenience about the
product. They promote their products by introducing campaigns for making their
customers aware of their products and they also promote the products by giving offers
and discounts to their customers(Solimun and Fernandes 2018).

CONCLUSION
This report has concluded that marketing process is important in the organization for the
effective working and engaging of customers and this can also build helps in
maintaining the reputation of the organization and this also build the better relationship
in between customers and business and this process helps in boosting the sales of the
organization and this also provides the insights of the organization and this also creates
and opens more options for revenue. This report has also concluded that marketing mix
helps in cleaning the mix creation of the organization and this also helps in developing
the new product and this is the guidance which is used to enhance the level of
productivity of the organization and this also increases the portfolio of product and make
the organization dynamic. This report has also concluded that the marketing process
and the mix is the essential part of the organization.

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