A Comprehensive Marketing Plan: Nestle's Snack Food Operation UK

This report presents a comprehensive marketing plan for Nestle's new snack food operation, focusing on its UK market entry. It begins with an introduction to the company and an executive summary, followed by an outline of Nestle's mission, vision, and CSR activities. The main body includes a detailed situation analysis using SWOT analysis, identifying strengths, weaknesses, opportunities, and threats. The report then delves into marketing strategies, employing the STP model for segmentation, targeting, and positioning. Tactics are discussed, including the marketing mix (product, price, place, promotion, process, physical evidence, and people). Financial aspects, including budgeting, are also addressed, alongside controlling and monitoring techniques. The report concludes that the snack food operation is a viable venture for Nestle, supported by its established brand and a well-defined marketing plan. References to relevant sources are provided.

Marketing Planning -
the case study is Snack
food operation for
Nestle

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Company introduction ................................................................................................................3
Executive Summary....................................................................................................................3
Mission........................................................................................................................................4
Vision..........................................................................................................................................4
CSR Activities.............................................................................................................................4
Objectives....................................................................................................................................5
Situation......................................................................................................................................5
Strategies.....................................................................................................................................6
Tactics.........................................................................................................................................7
Finances.......................................................................................................................................8
Controlling and Monitoring........................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The planning is an crucial part of any idea. The marketing planning is the initiation of
any new idea which includes analysing the present situation and projecting the opportunities and
threats. The marketing plans draws an roadmap to achieve by stating the objectives, strategies
and plans to achieve the organisation goals. Nestle, a global brand is planning to enter into new
segment i.e snack and food operations. The aim of this report is to prepare sound marketing plan
and analyse the effectiveness of Nestle's new venture i.e snack food operation on company's
success. The Sostac model will be used to develop the effective marketing plan for this (Rahim,
2017).
MAIN BODY
Company introduction
Nestle is a global prominent leader in food and beverage industry headquartered in,
Switzerland. The company operates multinationally with varied product line. The product line of
Nestle includes medical food, infant food, cereals, coffee, tea, ice creams, chocolates,bottled
water ,pet foods and dairy products etc. The company has successful prints of successful
products which include Maggi, Nescafe, Kitkat and many more (Hollensen and Opresnik, 2019).
Illustration 1:Nestle Brands,2020
(Source : Nestle Brands,2020)
Executive Summary
Nestle, the pioneer of quality and success is entering into Snack food operations. The
company is having art of specialisation in food industry, the snack food operations will be one

such amazing venture! This new venture will be started in U.K by company owned retail outlets
and franchise. The dine in and takeaway service would be available to consumers. The menu
will provide endless exquisite range of eatables and beverages range to offer. The outlets will be
designed in keeping the social distancing rules.
Illustration 2: Nestlé Professional: A Commitment to
Nutrition,2015
(Source :Nestlé Professional: A Commitment to Nutrition,2015)
Mission
Nestle's mission is to provide consumers with the best taste, quality and nutritious range
of products options for everyday i.e morning to night.
Vision
The company's vision is to always stand on best quality standards and to deliver value to
each stakeholder. The company wants to be an responsible citizen, employer and top player in
industry by providing value of efficiency in each role(Schmid, Grosche and Mayrhofer, 2016).
CSR Activities
The company's aim is to enhance quality by creating shared value in following ways;
 To help 50 million children to lead healthy life by 2030.
 To provide livelihoods to to the communities directly engaged with company. For
example: Nestle is working with Mamta Health Institute for Mother and Child

(MAMTA) project focuses on providing advices to pregnant ladies to live
healthy lives.
 To have zero environmental impact in the operations. The integration of Nestle with
IFRC to increase access to safe water and sanitation in rural communities.
Illustration 3: What is the SOSTAC methodology?,2019
(Source : What is the SOSTAC methodology?,2019)
Objectives
The Nestle objectives are as follows to enter into new segment;
 To increase the overall market share by 60% in next one year .
 To expand product portfolio.
 To increase the revenue share by 50% within 6 months.
Situation
The situation analysis evaluates the internal and external factors that affect the business
operations and act as opportunity and challenge for organisation existence (Franco, 2018). The
SWOT analysis is an strategic tool which helps in analysing the strengths and weakness related
to particular operation and how it will impact the company operations. The Swot analysis of
snack food operations on Nestle is as follows;

Strength
 The established brand name and image
will complement its new venture.
 The close customer rapport will be
build by providing services through
company owned retail outlets. Nestle being prominent in food and
beverage industry an existing strong
network of supplier base is an
advantage.
Weakness
 The company has faced several
accusations and criticisms such as
Maggi controversy, use of child labour
practice. Due to which acceptance of
new services may be resisted by
customers.
 COVID pandemic changed the food
habits of people largely and they are
hesitant to eat outside.
Opportunity
 Nestle has strong partnerships with big
brands. Example: Nestle has huge
investment in Loreal company. Such
meaningful alliances will help
company.
 The company owns strong distribution
network globally. The company has proficient workforce.
For example, after Maggi controversy
Nestle Marketing and R&D department
worked constitutionally to overcome
this issue efficiently.
Threat
 Amid Coronavirus, the disposable
income of people dropped leading to
marginal purchasing power. Which
may impact survival of new venture.
 The economic factors are fluctuating to
great extent. The rise in price of raw
materials, wages etc. may question the
company's objectives to achieve with
this venture.
Strategies
The marketing strategies are the action plan to achieve the objectives so set. The STP
model helps in achieving the objectives effectively by defining the market and positioning
strategies (Lahtinen, Dietrich, and Rundle-Thiele, 2020). The STP Model of Nestle new venture
is as follows;

 Segmentation : The segmentation refers to dividing the market based on similar
characteristics of consumers. The Nestle will segment on following basis;
based on income ; upper high and medium class groups
based on demographics : Based on gen Y and Z
based on geographic : operate in urban regions of UK Targetting : The Nestle will focus based on target market the marketing efforts on the
young crowd (Kotler, 2017).
 Positioning : The Positioning refers to creating the product in consumers mind and heart.
The Nestle's new venture will define the meals such as happy meals, big saving, healthy
delights to provide value for money to consumers and attract them. The new venture will
sponsors the regional and national events and will actively participate in the regional
events to build brand awareness.
Tactics
The Marketing Mix are the pillars of marketing, which helps to attract and position the
product and service in minds of consumers. The Nestle marketing mix for new venture would be
as follows: Product : The Snack food operations will provide the eatables and beverages endless
variety. The restaurant will offer ranges from breakfast to meals. The varieties will
include English breakfast, Snacks delicacies, desserts with complementing variety of
beverage range will include juice, smoothies, shakes and many more dish of day to
suspire the consumer. Price : The deals will include deal of the day offers which will have combo of great
saving meal. The inaugural offers will also be provided to attract consumers. The pricing
would be kept economical and value based. As with lock down the disposable income of
people have dropped that's why the price will be kept economical and will provide value
for money.
 Place : The company will have company owned retail outlets and franchise all over the
UK initially and later on it will expand oversees (Cortez and Johnston, 2019).
 Promotion : The digital tools will be used to promote the venture. The SEO, social media
marketing will be used to attract the consumers. The website will also be launched in

which online booking and takeaway service will be available. The traditional media also
be used to promote in which advertisements will be placed on televisions and billboards. Process : The Nestle will use its existing distribution network to cater to new venture
operations. The company will develop relations with local grocery merchants also to have
access to local and seasonal materials. Physical Evidence : The website will be designed to provide services. Keeping in mind
the safety and health protocols amid pandemic the outlets are designed in a way that
keeps in mind the rule of social distancing. The action button is placed at each table to
have hassle free service. The packaging will also be done by following the safety
protocols.
 People : The Nestle will deploy specialised and trained staff that keeps in mind the
cleanliness and safety first. For take away also the separate staff will be employed to
provide uninterrupted service to consumers. The sanitizers and mask will be compulsory
for the staff members to wear.
Finances
The judicious classification of finance to different activities is an major part of the
marketing plan (Bandyopadhyay and Ray, 2019). The budget as it assist them to approximation
of their cost and revenue which they can generate from the launch of the new product. It will also
help them to put an exact requirement of funds to the finance department. Budget will help them
to keep their cost low and monitor the financial performance by comparing the actual and
budgeted cost per activity. The budget is as follows;
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 40000
Print media 5000
Total 75000

Controlling and Monitoring
The controlling and monitoring of the activities is necessary to keep track of task. In
controlling and monitoring techniques KPI and benchmarking are used extensively. The KPI is
defining the key performance indicators to judge the efficiency of operations of Nestle. The
Quality of foods will be as per defined food and health guidelines. The safety and health
protocols will be followed to provide the quality service to people. In Benchmarking the
performance is being judge to that of its top player of same industry. The burger King, is one of
the top competitors for Nestle and against it the services of Snack food operation's will be
compared.
CONCLUSION
The Snack Food operations will prove to be a effective option for the Nestle. The Sostac
analysis provided that the company's new venture will be successful as the Nestle have its brand
established. The established brand image will help in achieving the objectives related with the
new venture. The marketing plan thus defined proves to be an efficient and effective for Nestle
to carry out this venture.

REFERENCES
Books and Journals
Rahim, N.F.B., 2017. Consumer behaviour, perception and planning towards Halal
marketing. Advances in Islamic Finance, Marketing, and Management: An Asian
Perspective.
Hollensen, S. and Opresnik, M.O., 2019. Fundamentals of Relationship Marketing. World
Scientific Book Chapters, pp.1-42.
Schmid, S., Grosche, P. and Mayrhofer, U., 2016. Configuration and coordination of
international marketing activities. International Business Review, 25(2), pp.535-547.
Franco, M., 2018. Networking as a marketing tool in small companies: a random and informal
approach. Journal of Business Strategy.
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of Historical
Research in Marketing.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Cortez, R.M. and Johnston, W.J., 2019. Marketing role in B2B settings: evidence from advanced,
emerging and developing markets. Journal of Business & Industrial Marketing.
Bandyopadhyay, C. and Ray, S., 2019. Social enterprise marketing: review of literature and
future research agenda. Marketing Intelligence & Planning.
Online:
Nestle, Good Food, Good Life, 2020. [Online] Available Through:
<https://www.nestle.com/csv/global-initiatives/>
Nestle, Good Food, Good Life, 2020. [Online] Available Through:<https://www.nestle-
esar.com/aboutus/missionvision/>
Outlook Coropratye Social Responsibility,2019. [Online] Available
Through:<https://www.outlookindia.com/csr_2019/nestle.php/>