Nestle's Marketing Mix: Evaluating Digital Strategies & Improvements

This report provides a comprehensive analysis of Nestle's marketing mix, focusing on the 4Ps (Product, Price, Place, and Promotion) and identifying strengths and areas for improvement. It evaluates the effectiveness of Nestle's current marketing strategies, particularly in the digital realm, including E-marketing and M-marketing approaches. The report offers specific recommendations for enhancing the marketing mix, emphasizing the importance of consumer research through observation, interviews, surveys, and social media listening. The analysis also addresses the challenges Nestle faces due to its reliance on a few well-known brands and the increasing power of large retailers, suggesting strategies to diversify its product portfolio and adapt to changing consumer behavior. Ultimately, the report aims to provide actionable insights for Nestle to optimize its marketing efforts and maintain its competitive edge in the global food and beverage industry.

VITORIA project 2

Table of Contents
Executive Summary.........................................................................................................................3
Introduction......................................................................................................................................4
Main Body.......................................................................................................................................4
4Ps of Marketing Mix..................................................................................................................4
1. Nestle Product -....................................................................................................................5
2. Nestle Price/Pricing..............................................................................................................5
3. Nestle Place & Distribution..................................................................................................6
4. Nestle Promotion..................................................................................................................6
Identify the strengths & the areas for improvement within this marketing mix..........................7
Provide recommendations on how your chosen organisation can improve its marketing mix.
Justify all the changes that you are recommending.....................................................................8
Evaluate how the organisation can use appropriate digital marketing strategies, including an
analysis of E-marketing & M-marketing strategies...................................................................10
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

Executive Summary
This study will also discuss the function of digital marketing in modern firms, as well as the
business model and creative execution. In addition, this article looks at Facebook comments and
gives a sneak peek at an advertising strategy. The influence of digital advertising is also
discussed in the paper. Nestlé, a global foodservice industry corporation situated in Vevey,
Vaud, Switzerland, is being evaluated for this project. It has been the largest and leading food
company in terms of revenue and a few other metrics since 2014. The major goal of this paper is
to explore the industry's most well-known brand, Maggi, as well as the marketing program and
other promotional strategies that may be used to increase the company's efficiency. This research
also includes precise recommendations for improving the marketing, as well as an explanation of
E-marketing, M-marketing, and digital marketing activities.

Introduction
Digital marketing is a type of marketing that makes use of such a internet . in addition
such as computers, desktops, cell phones, phones, & online media platforms to advertise a
company & its products. Online marketing is now a part of everyone's lives, & internet
marketing would be impossible without which. Online marketing & social media play a larger
part in the lives of people & enterprises (Assimakopoulos, Antoniadis, Kayas, and Dvizac,
2017).The primary goal of this paper is to cover various online marketing practices & to
adequately explain promotional strategies. This paper will also cover business model &
communication mix, as well as the role of digital marketing in the context of modern
organizations. Furthermore, this report examines face book posts & provides a preview regarding
marketing campaign. The report also discusses the impact of digital marketing. For this project,
Nestlé company is considered which is mainly based in Vevey, Vaud, Switzerl&, is a worldwide
food & beverage industry firm. Since 2014, it has become the largest publicly traded food firm in
terms of sales & some other criteria. The primary motive of this report is to discuss about the
famous product of the company that is Maggi & also will discuss about the marketing mix &
other marketing techniques in order to improve the effectiveness of the organization & also
provide specific recommendations to improve the marketing mix & also explain about the E-
marketing, M- marketing & digital marketing activities.
Main Body
4Ps of Marketing Mix
Nestle's marketing strategy examines the brand using the marketing mix framework, which
includes the four Ps . Product development, pricing strategy, promotion planning, & so on are all
examples of business models. These marketing practices, which are centered on the Nestle
marketing process, aid in the success of the brand.

Nestle's sales promotion aids the brand's/competitive company's positioning in the market as well
as the achievement of its business goals.
Let's start with the Nestle Marketing Technique & Mix to get a better understanding of the
company's product, price, promotion, & distribution plans:-
1. Nestle Product -
The following is an explanation of the product strategy & mix in Nestle's marketing technique:
Nestle is the largest commercial manufacturer. It has roughly 8,000 brands with a diverse range
of items that provides the base of its marketing mix. However, it largely concentrates on the
following items:-
 Dairy products - Nestle milk, Nestle slim, & Nestlé every day are just a few of the milk
products that have been mentioned (Baker, 2016).
 Beverages - You're all familiar with Nescafe. It is the world's most popular coffee brand.
Nestle owns the company. It has a sales & distribution network.
 Chocolates - Chocolates are one of Nestle's most profitable areas. Kitkat, Munch,
Éclairs, Polo, & Milky Bar are all popular items. It has also launched Alpino chocolates
to cater to the giving market.
2. Nestle Price/Pricing
The product's price is determined by the customer perceives quality. In the market, you may
notice that competitor products are less priced than Nestle products from different brands. Take
Maggi, for example. It is slightly more expensive than other instant noodles brands. It was
because the manufacturer's perceived value is significantly higher, & customers are willing to
pay a little more for higher quality. Frequently, people will notice things that come in a variety of
sizes & prices. People can get a 16-piece Maggi package & a single Maggie packet for a very
affordable price.
Nestle's pricing strategy entails launching numerous SKUs (Stock Keeping Units) at different
price ranges to respond to varied clients (Bala and Verma, 2018). People can serve a lot of

customers with something like this. We can also notice that they provide bulk discounts at places
like Walmart & Tesco. They use a premium pricing strategy in the chocolate segment. The prices
are almost identical to Cadbury's. As a result, Nestle's pricing approach in the marketing mix is
influenced by the competition, customer satisfaction, & location served, among other factors.
3. Nestle Place & Distribution
Nestle's revenue & profits are primarily derived from European countries. It accounts for over
90% of total sales. They usually follow an FMCG/CPG channel of distribution. It also entails
shattering the bulb. Bulk products leave the factory & are delivered to C&F. It's a sort of
warehousing where such items are stored. It was then sent to wholesalers & finally to retail.
Consumers can now purchase the goods from shops. They devise incentives & strategies to keep
these distributors occupied. Maggi & Nescafe are two of the most popular items.
They can effortlessly transfer their other merchandise with the assistance of two products. As a
result, if a distribution buys some lesser goods, they might easily secure discounts on better
goods.
4. Nestle Promotion
The following is the Nestle marketing strategy's effective promotional strategy:
When it comes to branding their products, Nestle has also always started coming up with some
creative marketing concepts. Nestle's overall marketing mix promotional approach emphasizes
substantial sales & promotional for its various services & companies. When Nescafe first made
its debut, they introduced Nescafe music, which is still spoken about today. They've always
sought to persuade consumers to buy their products. Take, for illustration, Maggi, which is
linked with two-minute snacks that may be readily prepared by mothers. This made it very
popular among mothers & infants. They have always placed a premium on product functional &
great content.

Maggi & Nescafe's significant presence on the field has prompted them to increase sales &
promotions. That has always pursued a marketing approach that is above the line. It distinguishes
itself from its competition due to its diverse product portfolio (Chaffey and Ellis-Chadwick,
2019).
Identify the strengths & the areas for improvement within this marketing mix.
With the help of this report, there are certain areas of improvements are identified from
the marketing mix so that company can effectively enhance their business operations. It is
identified that the majority of its sales are based on a few well-known brands. As a result, the
corporation is subject to any unexpected changing customer behaviour. It is analyze analyzed
that in the several key areas, including the United States, Walmart and Kroger, and the United
Kingdom, Tesco, supermarket sales are becoming increasingly firmly in the hands of a few large
shops. These businesses have the power to compel significant cost reductions. Some of these
stores want to augment title items with more valuable private labels and also certain of its
trademarks, such as Carnation milk, are called old by some clients because they are not geared to
current lives. To change public perception and promote conventional sales, the corporation is
primarily reliant on advertisement (Desai, 2019). This might result in exorbitant advertising
budget with a shaky return on that investment. Announcing new trademarks to augment older,
less attractive food goods comes at a considerable expense.

Provide recommendations on how your chosen organisation can improve its
marketing mix. Justify all the changes that you are recommending.
Recommendation
There are numerous approaches for performing consumer research that are extremely valuable
for company executives who need to make quick choices. The Nestle Company can make tons of
money as a product of these sensible judgments because people will have the amenities they
want, & client pleasure appears to be the most crucial component. In order to improve the
marketing mix , it is necessary for the company to pay more attention on the research and
development, market testing and also identify the point of view and perception of the customers
with the help of some appropriate factors which are given below-
 Observation technique is considered as the effective technique that is mainly
recommended for the company. It is determined that Company employees have a
proclivity for watching & observing customer experiences, along with their opinions &
also ideas, in order to take proper notes & appraise these so that the organization may
make relevant modifications (Khan, Dongping and Wahab, 2016).
 It is also recommended that Interview sessions with the employees and customers can
helpful to identify the prospective of them. They can initiate face-to-face meetings with
tourists, or if this was not possible, they can use videoconferences, which is a prevalent
secondary option for the Nestle Company. It has been established that facial image
conversations are the most effectual part of organizational, & so they can also behavior
facial expression meetings with customers and other clients or if this was not possible,
they could use videoconferences, which is a popular second priority for the Nestle
Company.
 In order to improve the marketing and selling of the company, it is necessary for the
company to focus on the survey this method supports in speedy decision-making by
creating a complete questionnaires, which is then given to both visitors upon arrival &
filled out through their choices. As an outcome of this circumstance, the company

organization can determine whichever treatment program or upgrade of the company's
products the majority prefers.
 It is also recommended that through online survey, company can effectively enhance
their marketing so that company can effectively improve the marketing of the company
like Maggi is the most popular product and the main concern of the company to enhance
the marketing and also selling of the company (Kingsnorth, 2019). It is determined that
surveys are used by businesses to contact customers & contact them directly. They can
make a survey using a variety of approaches such as Phone: Employees call customers &
ask them to answer a series of pre-rehearsed questions , In textual form, the company
spreads the enquiries to people's names & addresses and it is also determined that online
platform is considered as the effective techniques. Participants are contacted by email or
a link to a website where they can fill out an online form. it is also determined that in-
person: The company speaks with people it meets in high-traffic areas. Respondents can
try out items & services by filling out surveys
 It is also recommended that company need to use social media listening so that social
media users routinely voice their opinions on a wide range of topics, particularly
businesses & their products. Researchers may utilize surveillance on social media sites to
check for hot topics & analyze what people are saying. For example, a company might
search for references of its key brand to see what person has to say about it. In this
strategy, they can collect data on favorable outcomes, difficulties, & potential areas for
development. The numbers are more likely to influence actual, unvarnished perspectives
because comments were not asked.

Evaluate how the organisation can use appropriate digital marketing
strategies, including an analysis of E-marketing & M-marketing strategies.
In order to improve the effectiveness of the company and specific product of the
company, it is necessary for the company to utilise the digital marketing strategies. E- Marketing
and also M- marketing strategies. The explanation about the digital marketing strategies, E-
Marketing and also M- marketing strategies are discussed below-
Digital Marketing Strategies
Any marketing campaign that utilize online media these days via linked devices like as cellular
telephones, personal computers, or the Internet of Things is re ferried to as digital marketing
(IoT). The distribution of a brand message via social media, smart phones, email, & websites is a
modern electronic marketing tactic (Marcial, 2021). As a customer moves down the sales funnel,
internet advertising often concentrates on contacting them with progressively conversion-
oriented communications across different platforms. Advertising agencies should be able to track
the impact of each of these messages &/or channels on achieving their overall aim.
 Social Media Marketing Platforms – This is considered as the most appropriate
technique which can helpful to improve effectiveness of the company and also evaluate
the brand image of the company. Social media sites like Instagram, Facebook, Wikipedia,
& Instagram are heavily used by customer customers. This is why it's critical for brands
to be active across multiple accounts. Check out the following figures (Pepels, 2021).
 Influencer Marketing – This is containing as the most effective technique considered by
the company so that company can effectively manage their product marketing like
company can utilize influential marketing to maintain the marketing mix. Basically,
Influencer marketing is another successful technique to use digital media to reach specific
groups. Celebrities, websites, & others who are regarded experts in their profession &
share similar beliefs might form partnerships with companies. Brands could then reach

out to the following of these celebrities with branded content & offers. Influencer
marketing has proven to be effective for many businesses, with 9 out of 10 claiming that
it is as good as or better than other channels. Furthermore, one out of every two women
bought an item solely on an influencer's suggestion (Pistol and Bucea-Manea, 2017).
1. Email Marketing
Organizations can use email marketing campaigns to stay in touch with customers & potential
customers by delivering those personalized bulletins or promotions based on earlier purchases or
brand connections. If a person has interacted with several of your sponsored touch points – such
as an email offer for 10% off the things they've been contemplating, or free delivery – it's
possible that they'll convert. Email is said to play a part in about 60% of consumers' buying
decisions. Additionally, members are more inclined to open e – mail (Thabit and Raewf, 2018).
2. Pay-per-click
This is also containing as the effective technique that can helpful to maintain the
performance ability of the product that is magi. Pay-per-click advertising is a type of paid
advertising that lets advertising agencies to buy traffic to the website. It is determined that
businesses charge a premium every time a ad is clicked on WebPages or online services
such as Gmail Bing. These advertising that can frequently consist of search pages, are
mainly selected by bids on relevant keywords, whereas banner ads on websites normally
have predefined costs.
E- Marketing Strategies
As per to improve the adaptability of the company products, it is necessary for the company
to use the E- marketing strategies which are discussed below-

 Search engine optimization (SEO)- SEO can assist you in reaching your target audience
& outranking competitors in search results, resulting in increased sales, customers, &
revenue. Because 33 percent of clicks go to the top-ranking result, SEO's major purpose
is to assist your website rank higher in search. Marketing strategy, inbound marketing,
experience design, & other micro-strategies are just a few of the many that make SEO so
effective (Tuten and Solomon, 2017).
 Content marketing–Content is the perfect place to implement the target keywords that
you come up with after performing keyword research. As a rule of thumb, you should
base your content on your target keywords since your content is a great way to inform
site visitors about your brand, what you do, & your products & services. Not only that,
but the more content you have, the more opportunities you have to rank in Google.
 Business branding - Your company's branding distinguishes you from the competition.
If in work inside the women's clothes market, for example, you can differentiate
yourselves by linking your company with a specific colour scheme, typeface, or object in
your logo. Each of these factors work together to distinguish you from the competition in
the mind of the customer, & perhaps even make business brand become a global
superstar.
 Social media marketing- With over 3.5 billion users utilizing all that social media has to
offer, & it is no surprising that social media advertising is one of the most effective e-
marketing tactics to employ. It's maybe not a terrific way to reach a large population, but
it's also a great opportunity to engage with them on a deeper level.
 Website design - Because it is essentially your company's home, our internet design is an
important aspect of your website marketing strategy. It's where you may keep all of
company content, as well as prices & specifications for your products & services,
feedback forms, & also more. It will be difficult to develop a successful Digital
marketing plan without a stunning website.