View
240
Download
0
Category
Tags:
Preview:
DESCRIPTION
.
Citation preview
1
CBEB1106 – Principles of Marketing
Marketing Project Paper :
Marketing in Multinational Company - Nestle
GROUP MEMBERS :
SYAZWANI JANNAH BINTI MD ISMAIL CEA120100
TAN WEI EN CEA120104
RAUDZOTUL JANNAH BINTI AMIN CEA120091
Prepared for : Mr Syamsul Izwan Bin Saharani
2
Table of content
Introduction 2
Background history of the company 3
Organization structure 4
Vision, mission and objectives 6
Customer-Driven Marketing Strategy 7
Marketing mix : product 10
Price 17
Promotion 18
Place 22
Conclusion
References
3
Introduction
In this research work the company chosen by us are Nestle Malaysia. I have tried to cover
the brief history of the company, vision, mission and objectives of the company. This brief
history and other sub heading under company background is compulsory to be understood and
researched well as they form the basis for marketing plan of the company. At the end we have
proceeded to the 4Ps of the marketing for Nestle.
Nestlé was founded in 1867 by pharmacist Henri Nestlé on the shores of Lake Geneva in
Vevey, Switzerland. One hundred and thirty-four years later, our headquarters are still in Vevey,
surrounded by the Swiss Alps in one of the world‟s best-preserved environmental settings. As
they have grown from humble beginnings into the world‟s largest food company, they have
attempted to take the fundamental cultural values of environmental preservation and cleanliness
into every country where they operate. Company has 468 Nestlé factories currently in operation.
Company‟s facilities reflect the environmental values basic to Nestle Company.Top management
follow the Company‟s environmental performance.Company‟s Environmental Officer reports
directly to General Management to ensure there is on-going awareness regarding environmental
affairs.
Nestlé Environmental Advisory Group meets regularly to review current environmental
issues and to anticipate potential concerns. This allows them to maximize control over their
activities and contribute to sustainable development in the countries where they operate. The
Nestlé Environment – Progress Report 2000 describes the results of continuous improvement in
its environmental practices and being a leader in environmental performance
History
4
Nestlé is a historical multinational company with 140 plus history. Early in the 1860s
Henri Nestlé, a pharmacist, developed a food for babies who were unable to breastfeed. His first
success was a premature infant who could not tolerate his mother's milk or any of the usual
substitutes. People quickly recognized the value of the new product, after Nestlé's new formula
saved the child's life, and soon, Farine Lactée Henri Nestlé was being sold in much of Europe.
In 1905 Nestlé merged with the Anglo-Swiss Condensed Milk Company. By the early
1900s, the company was operating factories in the United States, Britain, Germany and Spain.
World War I created new demand for dairy products in the form of government contracts. By the
end of the war, Nestlé's production had more than doubled.
From 1918 to 1938, after the war Government contracts dried up and consumers switched
back to fresh milk. However, Nestlé's management responded quickly, streamlining operations
and reducing debt. The 1920s saw Nestlé's first expansion into new products, with chocolate the
Company's second most important activity.
Nestlé felt the effects of World War II immediately. Profits dropped from $20 million in
1938 to $6 million in 1939. Factories were established in developing countries, particularly Latin
America. Ironically, the war helped with the introduction of the Company's newest product,
Nescafé, which was a staple drink of the US military. Nestlé's production and sales rose in the
war time economy.
The end of World War II was the beginning of a dynamic phase for Nestlé. Growth
accelerated and companies were acquired. In 1947 came the merger with Maggi seasonings and
soups. Crosse & Blackwell followed in 1960, as did Findus (1963), Libby's (1971) and Stouffer's
(1973). Diversification came with a shareholding in L'Oréal in 1974.
Nestlé's growth in the developing world partially offset a slowdown in the Company's
traditional markets. Nestlé made its second venture outside the food industry by acquiring Alcon
Laboratories Inc.
Nestlé divested a number of businesses1980 / 1984. In 1984, Nestlé's improved bottom
line allowed the Company to launch a new round of acquisitions, the most important being
American food giant Carnation.
The first half of the 1990s proved to be favorable for Nestlé: trade barriers crumbled and
world markets developed into more or less integrated trading areas. Since 1996, there have been
acquisitions including San Pellegrino (1997), Spillers Petfoods (1998) and Ralston Purina
(2002). There were two major acquisitions in North America, both in 2002: in July, Nestlé
merged its U.S. ice cream business into Dreyer's, and in August, a USD 2.6bn acquisition was
announced of Chef America, Inc.
Board of directors
5
Tan Sri Dato' Seri Syed Zainol Anwar Ibni Syed Putra
JamalullailIndependent, Non-Executive ,DirectorChairman of the
Board of DirectorsChairman of the Audit Committee
Chairman of the Nomination Committee
Tan Sri Datuk (Dr.) Rafiah SalimIndependent, Non-Executive
DirectorMember of the Audit Committee
Member of the Compensation Committee
Dato' Mohd. Rafik bin Shah MohamadIndependent, Non-Executive
DirectorMember of the Audit Committee
Chairman of the Compensation Committee
Dato' Frits van Dijk Non-Independent, Non-Executive Director
Member of the Nomination Committee
Member of the Compensation Committee
Tan Sri Datuk Yong Poh Kon
Independent, Non-Executive Director
Member of the Audit Committee
6
Peter Vogt
Managing Director
Alternate Director to Marc Seiler
Marc Seiler
Independent, Non-Executive Director
Alternate Director to Peter Vogt
Adnan Pawanteh
Alternate Director to Dato' Frits van Dijk
7
VISION
Nestlé aim is to meet the various needs of the consumer every day by marketing and selling
food of a consistently high quality.
The confidences that consumers have in our brands is a result of our company’s many years
of knowledge in marketing, research and development, as well as continuity - consumers
relate to this and feel they can trust our products.
MISSION
Nestlé’s brands and products are the focus of continual innovation and renovation so that
they meet and exceed our consumers' expectations. We seek to ensure that our products are
available whenever, wherever and however our consumers want them.
OBJECTIVES
Nestlé’s purpose is to offer safe, tasty, convenient and nutritious foods to improve health
and well-being of consumers of all ages all over the world. To meet the needs and desires of
today’s and tomorrow’s consumers, Nestlé is strongly committed to Research and
Development (R&D) to improve existing products and develop new foods with specific
health benefits.
8
Customer-Driven Marketing Strategy
Market Segmentation
Markets consist of buyers, and buyers differ in one or more ways. They may differ in
their wants, resources, locations, buying attitudes, and buying practices. Through market
segmentation, companies divide large, heterogeneous markets into smaller segments that can be
reached more efficiently and effectively with products and services that match their unique
needs. In this section, there are 3 important types of segmentation that are segmenting consumer
markets, segmenting business markets and requirements for effective segmentation.
1. Segmentation Consumer Markets
Demographic segmentation divides the market into groups based on demographic
variables such as age, sex, family size, family life cycle, income, occupation, education, religion,
race and nationality.
In this project, we noticed that Nestlé uses the age and life–cycle stage segmentation to
divide the market into groups. Age and life-cycle stage mean that consumer needs and wants are
changing with their age as well. Nestlé offers different products or use different marketing
approaches for different age and life-cycle groups. For example, Nestlé‟s products divide into
children cereal, adult cereal and family cereal.
Psychographic segmentation divides buyer into different groups based on lifestyle
characteristics. People in the same demographic group can have very different psychographic
make ups comprising their activities, interests and opinions (AIOs). For example, a bowl of
FITNESSE cereals every morning can help to achieve the body shape that you want. The
crunchier FITNESSE flakes that made of whole-wheat are high in essential nutrients like
calcium, folic acid and the most important is low in fat. Being typically low in fat and high in
complex carbohydrates, protein and fiber, whole-wheat can help you to feel full longer and
reduce snacking which will help you to maintain your desired weight. Now, there have more and
more flavors. The cereals can mixed with a succulent blend of sun- ripened fruits- a harvest of
crisp apples, tangy cranberries and golden pineapples, topped off with sun-ripened sultanas,
raisins, papayas and tender toasted coconut. For someone who cares about healthy and beauty
will buy FITNESSE or FITNESSE & FRUITS.
2. Segmenting Business Markets
Consumer and business marketers use many of the same variables to segment their
markets. Business buyers can be segmented geographically, demographically or by benefit
sought, user status, usage rate, and loyalty status. Yet, business marketers also use some
additional variables, such as customer operating characteristics, purchasing approaches,
situational factors and personal characteristics. By going after segments instead of the whole
market, companies can deliver just the right value proposition to each segment served and able to
receive maximum rewards for close attention to consumer needs.
9
3. Requirement For Effective Segmentation
Obviously, there are many ways to segment a market, but not all segmentations are
effective. To be useful, market segments must be
Measurable : The size, purchasing power, profiles of the segments can be measured.
Accessible : The market segments can be effectively reached and served
Substantial : The market segments are large or profitable enough to serve.
Differentiable : The segments are conceptually distinguishable & respond differently to different
marketing mix elements & programs.
Actionable : Effective programs can be designed for attracting & serving the segments.
1
0
Market Targeting
Market segmentation reveals the firm‟s market segment opportunities. The firm now has
to evaluate the various segments and decide how many and which ones to target.
Evaluating market segments
In evaluating different market segments, a firm must look at 3 factors that are segment size and
growth, segment structural attractiveness and company objectives and resources.
Selecting Target market segments
After evaluating different segments, the company must now decide which and how many
segments it will target. A target market consists of a set of buyers who share the common needs
or characteristics that the company decides to serve.
Positioning
Beyond deciding which segments of the market will be targeted, the company must
decide what positions it wants to occupy in those segments. Products position is the way the
product is defined by consumers on important attributes-the place the product occupies in
consumers‟ minds relative to competing products. Positioning involves implanting the brand‟s
unique benefits and differentiation in the customer‟s minds. A product‟s position is the complex
set of perceptions, impressions, and feelings that consumers have for the product compared with
competing products.
1. Choosing a Positioning Strategy
Some firms find it easy to choose their positioning strategy. The positioning task consists
of three steps .There are identifying possible competitive advantages, choosing the right
competitive advantage, selecting an overall positioning strategy and developing a positioning
statement.
2. Communicating and Delivering the Chosen Position
The company must take strong steps to deliver and communicate the desired position to
target consumers once it has chosen a position. All the company‟s marketing mix efforts must
support the positioning strategy. Positioning the company calls for concrete action, not just talk.
If the company decides to build a position on better quality and service, it must first deliver that
position.
1
1
Products
A product can be defined as anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a want or need. Product in marketing mix is
including the decisions of branding, packaging and labeling.
Branding
A brand is a name, sign, symbol, term or design, or a combination of these, that identities
the maker or seller of a product or service. As the country‟s foremost food company, Nestlé has
use the brand of Nestlé to help consumers identify their products. Nestlé market leading brands
include Milo, Nescafe, Maggi and Nestle Bliss. It takes great pride in playing a part in the
everyday lives of Malaysians - young and old alike, at work or at play.
Junior Foods
NESTLÉ Junior Foods provides precise nutritional balance for your
baby.
Milk
NESTLÉ milk has been propelling kids and adults forward since the
1950s.
Cereals
Start your day right with a nutritious NESTLÉ Breakfast Cereal and keep
hunger at bay with a NESVITA Cereal Bar.
Beverages
From morning to end of day, NESTLÉ beverages have always played an
important part in the day of most Malaysians.
Creamers
For better tasting of your cooking to creaming your beverage, NESTLÉ
has the best range for you.
1
2
Prepared Foods
Meal preparation is easy with the MAGGI range of products with fresh
ingredients to suit your busy lifestyle
Chilled Dairy
NESTLÉ Yogurt range is loaded with real yummy goodness!
Ice Cream
Enjoy your favorite NESTLÉ Ice Cream today!
Confectionery & Chocolates
“Have a break, have a KIT KAT!”
Water
PERRIER is a delicious, non-alcoholic alternative for health conscious
consumers.
Performance Nutrition
POWERBAR helps you optimum performance whether you are at the
gym or running for the Olympics.
Health Science
Complete and balanced nutritious beverage for long term
nourishment. With a special fiber blend, it helps your gut feel good.
1
3
Packaging
Packaging is defined as physical container in which a product is sold, advertised or
protected. A package serves three major objectives. Nestlé is effective in packaging in order to
deliver the safest food to their customers. Nestlé has adopted an integrated approach to
packaging in its continuous improvement policy. This involves what we call a „4R‟ approach.
Reducing the weight and volume of packaging materials. Leading in the development and use of
packaging materials made from sustainably managed Renewable resources. Aligning with and
supporting initiatives to Recycle or recover energy from used packaging, and helping to inform
consumers through the use of identification and recycling symbols, and by encouraging
consumers to recycle where programs are available. Using Recycled materials wherever it makes
sense. For example, Nestlé‟s new NaturNes baby food pot shows that it requires less energy and
produces fewer CO2 emissions than the previous version – over its life cycle from farm to spoon
and including recovery of packaging. This result from the weight reduction achieved by
replacing a glass jar with a plastic pot, as well as energy savings from the new manufacturing
process and the energy recovered from used plastic pots. It has been substantiated by a Life
Cycle.
Labelling
Labels are once a separate element that was applied to a package. Today, they are an
integral part of a typical package. Labels perform both promotional and informational functions.
A label carries an item‟s brand name or symbol, the name and address of the manufacturer or
distributors, information about the product‟s composition and size, and recommended uses. The
right label can play an important role in attracting consumer attention and encouraging
purchases. Nestlé is very conscious of its role in communicating responsibly to consumers so it is
committed to clear, user-friendly labelling and supporting materials to help consumers make well
informed food choices. Nestlé has already introduced the Nestlé Nutritional Compass (launched
in 2005). This is an on-pack information panel that provides consumers with relevant, easy-to-
understand nutrition information. It is a global labelling scheme that translates into billions of
clearer nutrition labels in the hands of consumers.
1
4
PRODUCT MIX WIDTH
PR
OD
UC
T
LIN
E
LE
NG
TH
Milk Cereals Creamers Beverages Prepared
Foods
Chilled
Dairy
Ice
Cream
Confectionery
and
Chocolates
Healthcare
Nutrition
Junior
foods
Performances
Nutrition
NESLAC Fitnesse Tea Pot Milo Buitoni Yogurt
Drink
Drumstick KIT KAT NUTREN Baby
Cereals
POWERBAR
NESPRAY Banana
Nut
Clusters
Ideal Nestomalt Maggi
Sauces
Yogurt Trophy SMARTIES PEPTAMEN Rice
Porridge
Everyday Almond
Clusters
Carnation Nescafe Meal
Solutions
Mat Kool MILKYBAR Rusk
Omega Plus
Acticol
Corn
Flakes
Nestle Tea
Time
Nestea Maggi Apple
Sourz
Nesvita Hical
Non Fat
Nestum Coffeemate Nesvita
Soya Bean
Milk
Blue Tubs
Koko
Crunch
Nestle low
fat milk
La
Cremeria
Honey
Star
Omega
UHT Milk
1
5
PRODUCT LINE LENGTH
DEP
TH
LIN
E
PRO
DUC
T
MILO NESCAFÉ Yogurt MAGGI
Sauces
MAGGI POWERBAR NUTREN
MILO
Fuze
Cereals
NESCAFÉ
2-in-1
NESVITA
Yogurt
Fruit Bowl
Chili
sauce
Perisa
Asli
POWERBAR
Performance
NUTREN
Optimum
MILO
Fuze
3in1
NESCAFÉ
Light Roast
NESVITA
Yogurt
Apple &
Aloe Vera
Extra
Hot
Curry
Flavor
POWERBAR
Gel
NUTREN
Fibre
MILO
Fuze
Light
NESCAFÉ
Body
Partner
NESVITA
Yogurt
Hawaii
Melba
Chili
Garlic
Chicken
Flavor
POWERBAR
ProteinPlus
NUTREN
Junior
MILO
Fuze
Mocha
NESCAFÉ
Classic
NESVITA
Yogurt
Strawberry
& Pear
Thai
Chili
Sauce
Tomyam
Flavor
POWERBAR
Beverage
System
NUTREN
Balance
cereal bar
NESCAFÉ
3-in-1
Tomato
Ketchup
Asam
Laksa
Flavor
NESCAFÉ
Premium
Range
MAGGI
soya
sauce
NESCAFÉ
Cappuccino
1
6
New Products
NINHO Fruti
Ninho Fruti is made with real fruit and provides 32%, 31% and 40% of
children’s recommended daily intakes of vitamins A, C and vitamin D
respectively. It also provides 30% of the recommended daily intake of
iron. Ninho Baixa Lactose is a fortified low lactose drink suitable for the
10% of children who are lactose intolerant.
NESTLÉ OMEGA PLUS ONE
Taking care of your heart's wellness is simplified with new NESTLÉ OMEGA PLUS ONE. This is because one cup a day for 30 days is all it takes to lower your cholesterol by up to 7%*. Try it today for a healthier heart.
RRP (WM): RM 14.00
NESTLÉ NESTUM 3in1
NESTLÉ NESTUM 3in1 and herbal specialists Eu Yan Sang has partnered to reveal a new innovation in cereal drinks. Infused with the finely selected Chinese herbs to keep you healthy and active, it is available in American Ginseng and Dang Gui, offering you a uniquely pleasing flavour. With the goodness of whole grains to give you balance in your morning.
RRP (WM): RM 9.50
MAGGI 2-Minute Noodles Unveils New Packaging!
MAGGI carries the new 'Protein dari Gandum' seal as each pack MAGGI 2-Minute Noodles serves as source of protein from wheat. So hurry, head on to your favourite store, grab it and satisfy your noodle cravings!
Curry & Chicken:
RRP (WM & EM): RM4.50
Tom Yam & Asam Laksa:
RRP (WM & EM): RM4.95
1
7
MILO Fuze Light & MILO Fuze Mocha
MILO Fuze Light:
40% less fat, 25% less sweet. MILO Fuze Light is the easy tasty
way to enjoy MILO with natural goodness, ACTIGEN-E and
PROTOMALT. Just add hot water for a lighter cuppa that's truly
nutritious.
RRP: RM10.60 / pouch (15 sachets)
MILO Fuze 3in1 MOCHA:
MILO Fuze 3in1 MOCHA is the easy, tasty way to get a cup of
MILO plus coffee- for a great tasting, nutritious drink and full of
goodness. Just add hot water for a quick, pleasurable treat
whenever you need a break in your action-packed day!
RRP: RM10.60 / pouch (15 sticks)
FITNESSE & FRUIT
Have a bowl of FITNESSE cereals every morning. Not everyone
knows this, but it can help you achieve the body that you want.
Made from whole-wheat, the now crunchier FITNESSE flakes are
high in essential nutrients like calcium and folic acid and low,
low, low in fat.
Now it mixed with a succulent blend of sun-ripened fruits - a
harvest of crisp apples, tangy cranberries and golden pineapples,
topped off with sun-ripened sultanas, raisins, papayas and
tender toasted coconut.
1
8
* RRP - Recommended Retail Price.
Price
Price is the amount of money that customers have to pay to obtain the product and
services. Price is the sum of all the values that consumers give up in order to gain the
benefits of having or using the product or services. Nestlé has produced many types of
product therefore there will have different types of pricing according to each type of
product.
Pricing Strategy
Pricing strategy is the specific strategies that firms use to price goods and services
grow out of the marketing strategies they formulate to accomplish overall organizational
objectives. In general, firms can choose from two broad pricing strategies that are market-
skimming pricing and market-penetration pricing. Market-penetration pricing is that the
companies set a low initial price to penetrate the market quickly and deeply to attract a large
number of buyers and win a large market share. For Nestlé, it uses the strategy of market-
penetration pricing to introduce in the target market. Nestlé has developed a specific
business model called “Popularly Positioned Products” (PPPs) which focuses on the
specific needs of around 3 billion lower-income consumers worldwide. PPPs offer these
consumers the opportunity to consume high-quality food products that provide nutritional
value at an affordable cost and appropriate format.
1
9
Promotion
Marketing Management Orientation— The Marketing Concept
First of all, Nestlé has positioned itself to hold marketing concept as its core concept
while doing marketing activities. Marketing concept is a marketing management philosophy
that holds that achieving organizational goals depends on knowing the needs and wants of
target markets and delivering the desired satisfactions better than competitors do.
Differ from selling concept, marketing concept emphasizes on focuses on customer
needs, and integrates all marketing activities that affect customers. Nestlé has chosen to
gain and hold its‟ profits by creating lasting relationships with the right customer based on
customer value and satisfaction.
Due to Nestlé products are common commodity foods and drinks products, therefore
the competition in this industry is intense. This also imply that its‟ products can be replaced
easily. Therefore, to be conspicuous among these competitors, Nestlé has chosen to hold
marketing concept. It targets on certain market segments based on its‟ various products and
delivers desired values to those target consumers.
For instance, for its beverage products, it divides and classifies market according to
the consumers‟ age, sex and living style. Milo is drink mostly targeted on younger
consumers such as kids. Other than being healthy breakfast and provides energy through out
the day, Nestlé delivers this products‟ value more than that: “You can become a champion
by drinking Milo!” For Milo‟s commercial advertising on electronic media especially on
television, it reminds consumers repeatedly that “champions drink Milo”. Nestlé hires
young and successful athletes to become the actors in Milo‟s commercial advertisements,
and delivers messages desired by most kids such as “We are not kids!” or “We are
champion!”.
Another good example from Nestlé beverage product would be Nescafé. Opposite to
Milo, Nescafé targets on adult consumers that need to stay alert most of the time in order to
complete their studies or works. Anyway, there are other products in the market that provide
similar value of being able to keep people alert. Thus, to stand out from these competitors,
Nestlé positions Nescafé to be a product that becomes “a good start of a day”. As a result,
we can see Nescafé‟s commercial advertisement actors acting happily and satisfied once
they have drunk Nescafé.
These examples have shown that Nestlé realizes that it has to be outstanding, special
and irreplaceable in turn to gain large market share in this industry. To accomplish this goal,
it studies all potential consumers‟ needs and wants, then try to deliver desired values to
these consumers. Hence, Nestlé various products deliver different values to the market,
such as Milo provides desire to become champion and energetic to kids, Nescafé delivers
2
0
needs to stay alert and happy to adults, while Omega Plus Acticol and Nestiva state to
provide healthy lifestyle to their consumers, etc.
In a nutshell, Nestlé holds marketing concept as its‟ guide when doing its‟ marketing
activities by delivering needs and wants desired by consumers better than the competitors
do and this is one of the main reasons why it is able to stand out and differ itself among all
the competitors in this industry.
Advertising
There are four steps in developing an advertising program, which are setting
advertising objectives, setting the advertising budget, developing advertising strategy, and
evaluating advertising campaigns.
1. Setting Advertising Objectives
Advertising objective is a specific communication task to be accomplished with a
specific target audience during a specific period of time. Advertising objectives are divided
into three main purposes which are to inform, persuade, or remind.
Due to Nestlé has many different products, therefore it can use different advertising
objectives for different products. Basically, Nestlé use reminder advertising for most of its
mature products, so that it can keep consumers thinking about the products. Many of the
Nestlé products have reached mature that most of the consumers know their existence, such
as their beverage products(Milo, Nescafé), children cereals(Koko Krunch, Honey Stars),
growing up milk(Nespray), confectionery and chocolates(Kit Kat, Smarties), prepared
foods(Maggi noodles, Maggi sauces), and so on. Thus, all Nestlé has to do is to keep
reminding consumers about their superior values by continuing advertise these products.
Nevertheless, Nestlé also launches new products at the same time. For those new
products, Nestlé has to use informative advertising, which is to introduce new product
to the market. Examples of current new products would be Ninho Fruti, Nestlé
Nestum 3 in 1, Nestlé Omega plus One, Maggi Noodles Kari Letup, Nescafé Body
Partner (Breakfast, Ginger and Honey, Ginseng, Hi-Calcium Milk) and so on.
2. Setting the Advertising Budget
By reason of most of Nestlé products have many competitors in the market, hence it
needs to advertise more heavily to be noticed above the noise in the market.
3. Developing Advertising Strategy
Creating the Advertising Message
A company has to create a message strategy before it plans what the advertisement‟s
content should be. A message strategy is general message that will be communicated to
consumers. For Nestlé in Malaysia, the message would be “The nutrition that Nestlé
delivers to all its consumers is embodied in promise of „Good Food, Good Life‟…a promise
of healthier food choices.” It is clear and obvious that Nestlé is trying to display an image
2
1
which its products are positive and healthy element in consumers‟ life and this message is
supported by Nestlé current and newly released products that declare themselves to be
“maintain desired weight, high in essential nutrients, help to achieve the body that you
want…” Some of the examples would be Nestlé Fitnesse & Fruit, Nescafé Body Partner,
Nestlé Omega Plus Acticol and so forth.
Since now Nestlé has the big idea about what to deliver to its target consumers as a
whole, it now has to turn idea into an actual advertisement execution to capture the target
market‟s attention and interest. There are several types of execution styles to present
messages and among the execution styles that Nestlé uses to deliver its messages are slices
of life, lifestyle, mood or image, musical.
There is commercial advertisement where the actors of the ad wake up and drink a
cup of Nestlé beverage products while exhibit satisfied and pleased expression once they
have consumed those products, indicates indirectly that drinking Nestlé products would be a
nice start of a day. This is one of the examples of “slice of life” execution style used by
Nestlé.
At the same time, Nestlé also applies “lifestyle” execution style in its
advertisements. For instance, an advertisement of Milo, one of its beverage products shows
a primary school student drinks a cup of Milo early in the morning and after school, while
there is a green bar below the screen that illustrates the kid‟s energy level will boost up
every time after he drinks Milo. This advertisement is attempting to convince the target
consumers that how the product (Milo) fits in with a particular lifestyle (student lifestyle in
this case).
Besides, some of the Nestlé products have used “mood or image” execution style
while delivering the messages of its product‟s superior values to targeted market. An
excellent example will be its chocolate and confectionary products, Kit Kat in particular.
Kit Kat‟s commercial advertisement keeps remind consumers to consume Kit Kat when
they want to take a break. There is an ad where two men are competing in a mamak store to
find out who has stronger muscle, half way through that competition, they have a break and
eat a Kit Kat. Right after they have eaten the Kit Kat, they continue the competition.
Meanwhile, the screen comes out with words suggest that “have a Kit Kat, take a break”. In
this case, Kit Kat attempts to create a relax mood and gives a hint to consumers to eat Kit
Kat when they are having a break.
We can spot the “musical” execution style in Nescafé‟s advertisement, where as the
background music keeps on playing a line:”One now one Nescafé, One now one
Nescafé…” with light and easy-to-remember music. This advertisement is repeated times
and times to “insert” that song into consumers‟ mind with the intention to formulate the
consumers‟ mindset to “have a Nescafé immediately”.
Selecting Advertising Media
Mostly Nestlé has chosen television and newspapers as its medium to advertise its
products. This is caused by its target market is large and television has good mass-market
coverage with sound, motion and appealing to the senses that support Nestlé‟s execution
styles to present its messages. On the other hand, newspaper is flexible, has good local
2
2
market coverage, broad acceptability and high believability.
Regarding to the media timing, by reason of Nestlé products are common necessities
that are consumed through out the year, therefore Nestlé advertises its products constantly
along the year.
In brief, Nestlé has examined carefully who will be its target markets, what
messages it would like to deliver to them, how and when to deliver the messages to them.
Then, it comes out with advertising plans that are able to accomplish its advertising
objectives.
Sales Promotion
Sales promotion refers to short-term incentives to encourage the purchase or sale of
a product or service. Among the sales promotion tools that Nestlé uses are samples, price
packs, premium, contests, sweepstakes, and so forth.
Nestlé is regularly serving samples of its products in hypermarkets in order to allow
consumers to have a taste of its new products while reminds consumers about its products.
In the meantime, it offers price packs that enable consumers to save off the regular price of
a product. For instance, in Malaysia, Nestlé promotes the product of Maggi & Tebus by
buying RM5 worth of Maggi cooking products can redeem 1 coupon to exchange for
MAGGI premium items. The redemption period is from 3rd November 2012 to
30th December 2012. Previously, Nestlé Fitnesse also offers price pack of “Save RM1.00
with every purchase of Nestlé Fitnesse 180g and NESTLÉ Fitnesse & Fruit 240g” from 1st
March 2007 until 31st March 2007.
Last but not least, Nestlé organizes contests and sweepstakes to attract people to
purchase its products as well. For example, a person who consumes particular Nestlé ice
cream such as Nestlé Drumstick Spiro stands a chance to win prizes by filling forms.
In summary, Nestlé is putting a lot of effort in sales promotion in order to boost up
its sales as well.
2
3
Place
Company can design their distribution channels to make products and services
available to customers in different ways. Each layer of marketing intermediaries that
performs some work in bringing the product and its ownership closer to the final buyer is a
channel level. Because the producer and the final consumer both perform some work, they
are part of every channel.
The number of intermediary levels indicates the length of a channel. There are two
types of channels that are direct marketing channel and indirect marketing channel. Direct
marketing channel has no intermediary levels so the company sells directly to consumers.
While indirect marketing channel has containing one or more intermediaries.
Nestlé Company is currently the largest food company in the world. The
distributions of Nestle product to end consumers are as below:
1) 4 stage of distribution is used when Nestlé has production plant and distribution
channel within that particular country. Example country is Switzerland country.
Where Nestlé produces the good and distribute to the wholesaler and retailer, which
end result to the end consumers.
Producer
Wholesaler
Retailer
End Consumer
2
4
2) 5 stage of distribution is used when Nestlé doesn‟t have a distribution channel in
that particular due to cost of transportation and exacta. Example like in Malaysia
country 5 stage of distribution is used, Nestlé Malaysia has give the right of
distribution Nestlé product to Thong Guan agencies of distribution, where Thong
Guan agencies will sell the Nestle product to the wholesaler or retailer like Macro,
Giant, and Carrefour supermarket. Then the wholesaler or retailer will sell to the end
consumer.
Producer
Agent
Wholesaler
Retailer
End Consumer
2
5
3) 6 stage of distribution is used by Nestlé to export their goods to another country.
Where Nestlé required the shipper to ship their good to the country that demanded
those goods and the agent in charge of the distribution of the good will pick the good
from port and distribute to the wholesaler and retailer that at last reached to the end
consumers.
Retail Primary placement for Nestlé products is still centered on grocery stores,
although the increase in the number of convenience foods it produces has meant that
more impulse locations are being sought, such as vending machines and petrol
station.
In Europe and the USA, grocery shopping is usually concentrated around large retail
outlets such as Wal-Mart, Asda and Tesco but in countries such as India grocery
shopping is still concentrated around small local stores and markets. This has
presented Nestlé marketing team with problems when trying to standardize
promotional ideas for use in retail outlets.
Producer
Agent
Wholesaler
Retailer
Shipper
End Consumer
2
6
References
1. http://www.nestle.com.my/Pages/Nestle.aspx
2. http://en.wikipedia.org/wiki/Nestl%C3%A9
Recommended