This document discusses market segmentation strategies for Nestle and Dove. It begins by defining market segmentation as dividing a market into subgroups based on behavioral, demographic, psychographic, and geographic differences to design tailored marketing mixes. It then provides an overview of Nestle, its products, and revenues. Examples are given of Nestle's segmentation for Nescafe coffee and bottled water. The document also introduces Dove and its market share before examining segmentation strategies for Dove shampoo and soap. Interesting facts about Dove's focus on celebrating all women are shared.

1. MARKET SEGMENTATION
WITH REFERENCE TO NESTLE AND DOVE

2. WHAT IS MARKET SEGMENTATION?
The four basic market segmentation-
strategies are based on
1.behavioral,
2.demographic,
3.psychographic, and
4.geographical differences.
The process of defining and subdividing a
large homogenous market into clearly identifiable segments having
similar needs, wants, or demand characteristics. Its objective is
to design a marketing mix that precisely matches
the expectations of customers in the targeted segment.

5. INTRODUCTION TO NESTLE
• Nestlé S.A. is a Swiss transnational food and beverage company headquartered
in Vevey, Switzerland. It is the largest food company in the world measured by revenues, and
ranked #72 on the Fortune Global 500 in 2014
• Nestlé’s products include baby food, bottled water, breakfast
cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods,
and snacks.
• Nestlé has 447 factories, operates in 194 countries, and employs around 339,000 people. It
is one of the main shareholders of L'Oréal, the world’s largest cosmetics company. Nestlé
was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in 1866 by
brothers George Page and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866
by Henri Nestlé (born Heinrich Nestle). The company grew significantly during the First
World War and again following the Second World War, expanding its offerings beyond its
early condensed milk and infant formula products.

6. Nestlé's product wise revenue breakup

7. IN THIS PRESENTATION OF MARKET SEGMENTATION
WE WILL BE TAKING EXAMPLES OF
NESTLE/NESCAFÉ COFFEE NESTLE WATER
AND

8. NESTLE COFFEE
Nescafé’s target market consists of basically coffee drinkers, especially people whom
are in the need of instant and qualified coffee that stimulates body within a day. Due
to its convenience, it is a quick solution for people who want to enjoy it at home,
work or school; accordingly, it targets each of them in different ways.
Especially for target segments of working individuals or students, it aims to awake
them in the mornings, sober up in the afternoons, or again keeping awake in the late
evenings.
Moreover, geographically, it addresses more the west side of Turkey rather than east
side in terms of habitually. Besides, another target can be assumed which contains
the middle-aged and elderly people who get into the habit of drinking Nescafé. On
the other hand, if we think demographic variables deeply, it can be seen that targets
are more youth oriented.

9. THE FOUR BASIC MARKET SEGMENTATION STRATEGIES OF
NESCAFE COFFEE

10. With a market share of 11.3%, Nestlé is the second biggest player in the global consumer
packaged coffee market. The company is not satisfied sitting second to Mondelez
International (15.7%) and is implementing market segmentation strategies aimed at
making it the undisputed market leader.

11. NESTLE WATER
A specific demographic target market was not chosen for Nestle Pure Life, instead the goal was to develop a
product to be used by consumers of all ages - from infants to seniors. It was intended as a family product
especially for families living in large, polluted urban agglomerations that experience increasing difficulties finding
safe, healthy drinking water. In fact, Nestle Pure Life's 0.5 L bottle is targeting to be also an alternative to soft
drinks.
Basically the target market of nestle water is those areas where the consumers having more awareness about
pure life. As the people in villages having less information about Nestle Pure Life. So targeting marketing
depends on the awareness of the consumers.
SELECTING TARGET MARKET:
Target Market Strategies
Undifferentiated mass market
↓
Differentiated Segmented Marketing
↓
Concentrate Marketing
↓
Micro marketing or Individual Marketing.

12. THE FOUR BASIC MARKET SEGMENTATION STRATEGIES OF
NESTLE WATER

13. With a variety of water offered by Nestlé and uncountable other water
bottlers in the world, Nestlé’s individual product demand and supply curves
are elastic.

15. INTRODUCTION TO DOVE
Dove is a personal care brand owned by Unilever originating in the United Kingdom.
The main Dove products are moisturizing body-wash, deodorants, facial cleansers, body
lotions, tools, shampoos and conditioners that would enable them to bring out their
true inner beauty.
The products are sold in more than 80 countries and are offered for both women and
men. Dove's logo is a silhouette profile of the brand's namesake bird.
Since its launch in the 1940s, Dove by Unilever has evolved from a mediocre company
to one of the most trusted beauty product makers in the industry. In a time when soaps
were simple and known to dry out the skin, Dove was marketed as a more gentle
option that was actually not soap at all but a product of careful military research.
By the 1970s, Dove’s popularity as a gentle beauty bar had risen. It was marketed as a
skincare bar containing 25 percent cleansing cream. By 1980, it was the leading brand
recommended by physicians. Eventually, the company launched body washes,
shampoos and other beauty products.

16. DOVE HAS 8% IN THE MARKET SHARE

17. IN THIS PRESENTATION OF MARKETING SEGMENTATION
WE WILL BE TAKING EXAMPLES OF
DOVE SHAMPOO DOVE SOAP
AND

18. DOVE SHAMPOO
Dove Moisturizing Shampoos come in seven different variants: Dry/Damaged,
Colored, Normal, Oil Prone, Fine, Anti-Dandruff 2in1 and Anti Dandruff Regular.
While gently cleaning the hair, Dove Moisturizing Shampoo gives back the moisture
hair needs with the moisturizing milk it contains. Proven test results have shown that
by using Dove Hair Care Products seven times, hair becomes; up to 73% stronger,
90% softer and shinier and up to 70% less prone to hair breakage.
Dove entered the hair care market in 2002. In only two years, Dove achieved 10.4%
market share and became the third brand in the tough shampoo market. The major
contributor to this success was the Moisturizing Anti-Dandruff Shampoo launch in
2004. With this launch, Dove carried its expertise in skin care to hair care.
As a result of the launch, which was supported by above and below the line
communications and the slogan ‘Dandruff is a skin problem’, Dove achieved a market
share above 10% and became the third largest brand in the competitive shampoo
market. The consumers who perceive the quality and uniqueness of Dove Shampoo
increased from 24% in 2004 to 37% in 2005.

19. THE FOUR BASIC MARKET SEGMENTATION
STRATEGIES OF DOVE SHAMPOO

20. MARKET SHARE OF DOVE SHAMPOO

21. DOVE SOAP
Since entering the beauty soap market in 1993, Dove has grown rapidly, becoming
the second brand in the market, with a 19% share. Due to its quality and uniqueness,
Dove was given the Golden Quality Award by Consumer Magazine, in 2002.
70% of beauty soap consumers see Dove Cream Bar as ‘a better quality product and
significantly different from its competitors’.
Dove Cream Bar, the core of the Dove family has been marketed to consumers with
the promise ‘Dove is different’ for the last 50 years globally. Thanks to its neutral skin
cleansers, Dove does not dry the skin like soap can. Thanks to the 1/4 of moisturizing
cream it contains in, it moisturizes the skin while cleansing it.
Dove Liquid Soap, another product within the skin cleansing category, protects the
skin from dryness while gently cleaning it, with the 1/4 moisturizing cream it
contains. It has four different variants: Moisturizing, Relaxing, Refreshing and Aroma
Massage.

22. THE BASIC MARKET SEGMENTATION STRATEGIES OF
DOVE SOAP

23. INTERESTING FACT ABOUT DOVE
Dove’s unique strategy focused on revealing the natural beauty
in every woman instead of spotlighting famous celebrities or models.
By using ads and campaigns to focus on everyday women and
how each one has a different look or body shape,
the company was able to successfully increase
consumer awareness and sales.
Dove launched ads celebrating curvy women and older women.
While most brands focus on the importance of the product itself,
Dove’s key message was the importance of every woman feeling good
about herself.

24. THANK YOU!
Presented by:
Afreen Mohammed