Unit 2 Marketing Essentials: Nestle's Marketing Strategies Analysis

This report delves into the marketing essentials employed by Nestle, examining key concepts such as the production, product, selling, marketing, and societal concepts. It outlines the marketing process, including situational analysis, strategy formulation, the marketing mix, and implementation...Read More

Marketing Essentials
(Task 1)

Table of Content
 Introduction
 Introduction to Marketing Concept
 Overview of Marketing Process
 Roles and Responsibilities of Marketing Manager
 Interrelationship of marketing with other functions of Nestle
 Value and Importance of Marketing Role
 Importance of having Effective relationship in between departments
 Conclusion
 References

Introduction
Marketing can be defined as a process through
which company creates value for their customers
and builds a relationship with them to capture
more market. It helps in identifying customer
needs, demands and wants. The company which
is referred here is Nestle.

Marketing Concepts
It is a strategy that is implemented by companies to satisfying
customer's needs, maximising profits and increasing sales
and to beat the competition that is present in market. There
are five concepts that are designed by management for
carrying out the marketing strategies. These are:-
 The Production Concept
 The Product Concept
 The Selling Concept
 The Marketing Concept
 The Societal Concept

The concepts are discussed below in
detail:-
• Production Concept:- This component helps sellers in
producing favourable and affordable products and
services because customer prefer goods that are easily
available and of low cost.
• Product Concept:- here, focus is on customers who will
prefer those types of goods that they think are of good
quality and performance and attributes as well.

Cont..
 Selling Concept :- Serious promotion and sales
should be carried out by company if they want
that customers should choose and recognize
them.
 Marketing Concept:- It reflects the principles
that are followed by company to beat its
competitors, improves ways of communicating
with customers.

Cont..
 Societal Concept:- This approach gives
importance to needs and wants of target
markets. Also, it focus on delivering better
values as compare to contenders to improve
social welfare.

MARKETING PROCESS
By implementing marketing process , Nestle is able to
know the needs and wants of customer and then
trying to satisfy them by implementing various
strategies.
Steps in a marketing process are:-
 Situational Analysis
 Marketing Strategy
 Marketing Mix
 Implementation and Control

Marketing Mix - Marketing is the process which helps in
promoting company's goods or services in the market.
Marketing Strategies- Marketing strategies of Nestle
company is to satisfy buyers need and products will
offers in the market.

Roles and Responsibilities of
marketing manager
Roles and Responsibilities are discussed as under:-
 It helps in Development of strategies inside organisation
which helps them in performing activities in an effective
manner.
 They help in distributing the products to the target market
properly so that no goods are damaged.
 They are only responsible for promoting the products in
market and this is done by using various promotion tools.
 They are only given the responsibility of fixing prices of
products that will be offered to customers in market.

Interrelationship between Marketing
and other departments of Nestle
The Interrelationship of various departments with marketing
are:-
 Marketing and Human Resource – They are connected
in a way like marketing improves the image of company
in market and thus more people want to work in such
companies.
 Marketing ad Customer Services - Marketing
department helps customer service department in
analysing the customers demands and problems that they
are facing.

Cont..
 Marketing and Finance - They will help finance
department in analysing funds and important
information that is required to increase productivity and
profitability.
 Marketing and Research and Development -
Marketing is important for research because it assist in
analysing whole market situations which are based on
internal and external factors. It helps in attracting large
number of customers towards company’s products

Importance of Marketing in
Nestle
The importance of marketing department in NESTLE can be
understood through following points:-
 Defining and managing Brand:- Nestle is a big brand
and hence it needs to be managed properly so that its
goodwill is maintained in market for longer time.
 Conducting campaign management for marketing
initiatives – Campaigns are organised by company so
that products are introduced to customers and sales are
increased.

 Producing Marketing and Promotional materials –
In marketing, products and services that require proper
promotion and resources should be provided the same
by the marketing team.
 Managing social media- Marketing department is
given the responsibility to manage all the social media
accounts of the company and making more customers
through that.

Conclusion
From the above presentation , it can be
concluded that marketing is a very important
function in an organisation. It includes all
those activities that are being performed by
company to achieve its goals and objectives.

References
 Baines, P., Fill, C. and Page, K., 2013.Essentials of
marketing. Oxford University Press.
 Fırat, A. F., 2013. Marketing: culture
institutionalized.Journal of Macromarketing. 33(1). pp.78-
82.
 Gebauer, H., Edvardsson, B. and Bjurko, M., 2010. The
impact of service orientation in corporate culture on
business performance in manufacturing
companies.Journal of Service Management.21(2). pp.237-
259.

Thank You