Marketing Essentials Report: Nestle's Strategies, Analysis, and Plan

This report provides a comprehensive analysis of Nestle's marketing strategies, encompassing various aspects such as marketing processes, the role of a marketing manager, and the interrelation of marketing with other functional departments. The report delves into the importance and value of marketing within an organization, examining elements like product offerings and economic growth. It includes a comparison of Nestle with Cadbury based on the marketing mix elements. Furthermore, the report presents a detailed marketing plan for Nestle, incorporating situational, PESTLE, and SWOT analyses to understand the external and internal factors affecting the company. The report concludes by emphasizing the vital role of the marketing department in contributing to the overall success and profitability of the company, offering valuable insights into Nestle's market approach and strategies.

Unit 2 - Marketing Essentials

TABLE OF CONTENT
PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
2:Different marketing processes..................................................................................................3
3:Role of marketing manager in Nestle.......................................................................................4
4:Analysation of marketing and interrelates with other functional departments.........................5
5:Importance and value of marketing role in organisation..........................................................6
CONCLUSION................................................................................................................................7
PART 2............................................................................................................................................9
Section A.........................................................................................................................................9
Comparison of two different organization on the basis of marketing mix elements...................9
Section B........................................................................................................................................10
Marketing Plan...........................................................................................................................10
Situational analysis........................................................................................................................11
PESTLE Analysis:.....................................................................................................................11
SWOT Analysis:........................................................................................................................11
REFERENCES..............................................................................................................................13

PART 1
INTRODUCTION
Marketing is a method to promote business in the market and it important role in every
organization. It affects whole organization, it also helps the company to increase their sales and
profit. For effective marketing company use different strategies which assists organization to
attract more customers and raise their sales. Nestle is famous and leading company in the sector
of food and nutritions. It was founded in 1867 in Switzerland and presently it distributed their
products in more than 81 countries (Luenendonk, 2019). Nestle use marketing mix, internal and
external factor of the company and other different strategies for effective marketing. Concept of
marketing changes by time present marketing strategies are different from previous marketing
strategies and in future also marketing strategies are changes due to upcoming digitalization
which marketing in the future. This report evaluates the basic understanding of marketing
essential for this they use different strategies such as marketing mix. In the end of the report it
also explains proper marketing plan of the company for better understanding.
2:Different marketing processes
Various marketing process helps organization to increase the sales and attract customers to raise
overall profits. There are four main marketing process which are as follows,
Situational Analysis:
This process help company to identify the opportunities and customer requirements from the
company. Before identifying consumer needs, company must understand their capabilities and
operation so that they can easily fulfill the customer needs. For identifying the needs of the
customers company analysis the external and internal environment. In marketing process this
step also include past, present and future analysis of the company operation (Seturi, and
Urotadze, 2017). For situation analysis company use PESTLE and SWOT analysis which helps
them find their external and internal factors which affect the organization.
Marketing Strategy:
After identifying the needs company try to fulfill the customer requirement. To fulfill the
customer requirement company use different marketing strategies in this process. Company use
market segmentation. Organization segmentation use different bases such as geographic
segmentation, demographic segmentation, behavioral segmentation etc. Company use market
segmentation for different aspects such as sales potential brand loyalty etc.

Marketing Mix Decision:
In this process company try to analysis market on the basis of different 7 categories such
as products, price, place, promotion, physical, people and process. Marketing mix help company
to analysis their products quality and different operations (Naseri, and Noruzi, 2018). It help
company to identify their capabilities and operation which help them to achieve growth and
profitability in the market. Analysis of marketing mix also provide competitive advantage to the
company.
Implementation and control:
At this step company develop proper marketing plan and ready to launch their product. In
implementation and control process company try to control all changes in strategies which may
comes due to internal and external environment changes. Company try to control all affects
which may affect the growth and profit of the company. Organization makes sure that they
implementation in the proper monitoring. Controls also can be adjusted according to market
program moves.
3:Role of marketing manager in Nestle
Nestle organization help the society to enhance their life with their products and services. They
contribute in healthy future for the public and build a large brand image in the industry. To build
the name of Nestle marketing manager play huge role to attract customers and to increase sales
and profit. Marketing management functions are important on the commercial point of view. In
the company marketing manager have direct and indirect roles and responsibilities which may
directly affect the business. Manager responsibilities are as follows.
Key roles and responsibilities of marketing managers:
Advising the top Management: Manager give ideas to management for the growth of the
company (Lee, and Falahat, 2019). They also try to improve different marketing operations to
achieve marketing target and objective for the organization.
Planning for future: It is an important responsibility for marketing manager in Nestle company
to get long term profit. They try to create long term plan for sales activities. In this plan they
include decisions regarding area of marketing and sales policies which are adopted by the
company.
Training the sales employees: Marketing manager also provide training and workshop to the
sales employees. In Nestle company manager provide trainings to the employees for better

performance and to effectively communicate with customers, so that customer attracts with the
product or service which are provided by the company.
Organizing the sales department: In Nestle company marketing manager create organization
marketing chart and explains clearly to all departments. They do this activity to organize the
sales and other department which are affect marketing strategies directly or indirectly.
Controlling the activities of employees: In marketing management, control different sales
activities are take pivotal place in the management program (da Costa, and et.al., 2018).
Marketing manager try to directly contact to the sales employees and control them for effective
success for the Nestle company.
Manage regional marketing: In this role manger try to manage organization regional marketing
and develop different portfolios to implement different regional plan. They also try to activate
these plans locally, so that they can analyse the growth and reviews of the plans.
4:Analysation of marketing and interrelates with other functional departments.
Marketing is important in retaining and attracting new customers and can be done with proper
observations and analysation of customers behaviour. Following are importance of marketing
that largely influence an organisation:
 Marketing is never ending process that largely influences customer's purchasing
behaviour. They choose one product over another if it come across advertisement of first
one more often (Pérez-Luño, Bojica and Golapakrishnan, 2019).
 Marketing also play crucial role to influence behaviour of consumers as it able to utilize
word associations and it is become effective way to attract attention.
Marketing and its relation with other department:
HR and marketing
With the help of marketing, it build strong connections with customers as it advertise
company's mission and values. Through effective promotion, it attracts lots of desired and
potential candidates so that HR department can select them. Marketing also helps HR department
to adapt communication method as marketing teams have experience in communicating with
clients.
Finance and marketing

If marketing and finance work together then finance team provides marketers a visibility on
budget and current cash flows. As marketing department of Nestle need huge fund, hence with
finance team it able to manage its investment and funds (Ghobakhloo, 2020).
Production and marketing
Marketing department of Nestle also works with production department to ensure that adequate
research and development is managed to satisfy need of customer. Further, amount of orders
generated by marketing department can be met within time schedule which is needed for
delivery.
5:Importance and value of marketing role in organisation.
Marketing plays an important role to establish relationship between clients and organisation.
As it provides benefits to organisation to promote and effectively advertise its products and
services so that it better serve their customers. Some of essential marketing roles are as follows:
Ensure organisational development and survival
An organisation is only survive if it has strong customer base or upgrade in market share.
Therefore its important for Nestle to make continuous improvements in their offerings.
Marketing provide benefit to companies to achieve their goals as it more customer centric.
Marketing also satisfy customers beyond their imagination. Hence, Nestle Plc increases
communication and build interactions with its customers (Payne, Frowand Eggert,2017).
Product offerings
Most organisation sell more than one product and services to attract its customers. Therefore,
physical goods need to be well packed and labelled with useful information. Conversely, services
are identify by its intangible nature. Hence, marketing helps companies by effective designing
and manage product offerings so that it try to engage more customers. Marketing has also evolve
and use technology to enlarge its market share for example, Nestle use various digital platforms
to communicate latest updates about their products and also uses it as a transparent ways to give
customer services (Grönroos, 2017) .
Economic Growth
Growth in economy is crucial for sustainability of business in competitive market. Therefore
marketing benefits companies to increase demand and as a result it also enhances distribution
and production services. Hence, it enhances growth in industries and boost income levels as

employment opportunities also increased. All these factors enhances standard of living through p
improved and quality products.
CONCLUSION
This report concludes that marketing essentials are important for the Nestle company to
achieve their objectives and target. This report also provide better understanding for
interrelationship between different functional departments are creates effective environment in
the company and provide different benefits. Departments interrelationship assist company to
enhance their business in effective manner and it also helps to create positive workplace. Finance
and operational management help marketing to create effective finance operations plan which
assist marketing in development. This report also contain different marketing process which
give different benefits to the Nestle and also help understand the impressive process of the
marketing which provide different resource to the company to increase overall profitability.
Although by the analysis of the report it concludes that marketing department play vital role in
the organization and highly contributes in the success of the company.

PART 2
Section A
Comparison of two different organization on the basis of marketing mix elements
Elements Nestle Cadbury
Product It provides varieties of product in food
industry such as ice cream, coffee etc.
It also provides different categorize
of product but it manly focuses o
chocolate category and provide
different type of chocolate.
Place Nestle operated its business in different
countries (Hollensen, 2019), It also
distributes the products on different
channels.
It uses multi channel distribution and
it is also operated it business
worldwide.
Price They use value based pricing strategy It uses penetration and skimming
based pricing strategy.
Promotion To promotes its products they use
different promotional activities such as
direct marketing and competitive
marketing strategies.
Cadbury invest huge amount on its
product promotion. They use
different advertisement methods to
promote their products.
Physical To attract customers company try to
provide different facilities. Such as
provide offers and attractive
promotion.
Cadbury use physical evidence such
as effective artefacts on packing.
Process They use standardized process for
constant profit.
They try to attract customer by their
packing and service delivery process.

People They provide their products to all
generation. They also try provide
effective trainings to their employees
do that customer attracts to their
company.
Kids and teenagers are mostly
attracted by Cadbury product but it is
not limited to them. They also
manufacture their products for all
generation (Chernev, 2020).
Section B
Marketing Plan
Executive Summary:
Nestle has been serving its product worldwide. This marketing plan help Nestle company
to analyse their business and to grow in the industry. It is main objective is to provide good food
for good life.
Objective:
 Manufacture the best products which help public to improve their health.
 They try to provide healthy and nutritions food product to the society.
 To build strong and famous brand name and sustainable growth for the company.

STP:
Nestle is a famous food brand which provide different food product in the society. STP
analysis help company in their proper segmentation which are given below,
Market Segmentation: Nestle segment its market on the basis of physiographic, demographic,
geographic and behavioural segmentation. Company also use age income and occupation factor
for segmentation which help company to grow their business rapidly.
Market Targetting: After segmentation company focus on target market. For targeting market
company use different promotional activities to attract their target customers. Nestle use
differentiated marketing and concentrated marketing method in target market to target the
customers.
Market Positioning: This factor help company to identify the position of the company in the
current market. For market positioning company use channel differentiation, image
differentiation and service differentiation. It assists Nestle to fulfil its objectives and goals
(Thabit, and Raewf, 2018).

Situational analysis
PESTLE Analysis:
It examines Nestle company various external factors which may affect the growth of the
company.
Political: This factor creates huge impact on Nestle company. It includes import, export, taxation
and environmental regulation which affect the company. On Brexit period Nestle face higher
pressure on the company. In the Brexit situation company rethink on their marketing strategies.
Economical: Nestle group operate on different countries and different economic condition affect
the different policies of the company, because of fluctuation in economy.
Social: With the help of this factor Nestle fulfil their customer needs and requirements.
Company focus on society and their needs.
Technological: For technologies up-gradation company done partnership with different digital
organization to increase their sales and to be part of innovation.
Legal: Nestle face different legal issues in different countries. They also use legislation to give
competitive advantages in the industry. It also tries to follow environmental laws for company
benefits.
Environmental: Company try to provide health food products so that they can help society as
well as environment (Firmansyah, and et,al., 2020). It also reduces the use of plastic in their
products to create green environment.
SWOT Analysis:
Strength: Company have different strengths such as brand name, diversified company, extensive
product portfolio, efficient R&D system and well establishes partnership with reputed
companies.
Weakness: Price fluctuation, water controversy, social criticisms and Maggie noodle controversy
are weakness of the Nestle company.
Opportunities: Online shopping and innovation and technology are great opportunity for Nestle
to increase the sales and profits. Market penetration are also a great opportunity for the company.
Threats:Rising competition and rainforest destruction controversy are major threats of Nestle
company.
Marketing Mix:

This strategy help Nestle to achieve is desired output on the basis of different factors
which may affect the business. Company can develop effective marketing strategy and raise the
profit with use of these 7 elements which are discussed below,
Product: Company sell their products on different categories such as coffee, noodles etc. In this
categorizes different varieties are available which attract customers. Organization also use
famous traditional design to dell the products.
Price: Currently company using competitive price strategy so that they can easily get
competitors data, which provide competitive advantage in the industry. Nestle also using price
bundle pricing to sold their products in group rather than individual.
People: They provide their product to every generation (Blut, Teller, and Floh, 2018). Nestle try
to satisfy their customers and fulfil their requirement for that they try to take reviews and
feedbacks for their products.
Place: Nestle use different place to sell their products such as retailer company, online website,
whole seller etc. It follows omni channel distribution so that they can easily reach to their
customers.
Physical: This element help company to attract buyer and consumers. This element ensures that
customer always get product when it is needed. It helps company in research and development.
By this company try to improve their services.
Process: By this factor Nestle try to get feedback for their service and process and try to provide
solutions. Also try to improve their services.
Promotion: It uses multiple media to promote their products. Different media help company to
attract their target audience. They also use promotion mix in which company focus in advertising
and direct selling to build their base of loyal customers.
Budgets:
Bases Amount
Technology €1,000
Asset €1,100
Raw material €900