Nestle: Marketing Plan for Vegan Dairy Product and Strategic Analysis

This report presents a comprehensive marketing plan for Nestle's proposed plant fiber-based vegan dairy product, addressing the growing market for vegan alternatives. It begins with a situational analysis, identifying both positive and negative factors influencing Nestle's current business. The report proposes specific market segments, including demographics, gender, price groups, and geographic considerations, along with detailed customer personas. It recommends a cost leadership targeting strategy for the middle-class segment and a market focus strategy for premium customers. Positioning strategies based on price and competitors are discussed. The analysis evaluates the effectiveness of Nestle's current marketing mix and recommends adjustments, particularly focusing on the product element, suggesting a transnational strategy. Pricing strategies like market penetration and price skimming are proposed. Extensive and Omni-channel distribution is recommended, along with promotional strategies. The report identifies sources of competitive advantage and essential resources, concluding with a discussion of performance indicators. The assignment provides a detailed marketing plan for Nestle's vegan product.