Nestle is a major chocolate manufacturer in India with 8 manufacturing facilities and 4 branch offices. It faces competition from Cadbury. The document discusses Nestle's marketing strategy, including segmentation, targeting, positioning and 4Ps for various products. It analyzes the strengths, weaknesses, opportunities and threats for Nestle. A survey was conducted among retailers which found that Cadbury is preferred over Nestle and Bar One has the lowest sales. Recommendations include product innovation, repositioning strategies, improved packaging and advertisements to target declining products and health conscious consumers.
Marketing mix 4ps example Kotler principles of marketing project
Market Plan on “Nestlé food service”
Content
About Nestlé
Nestlé Product Strategy
Packaging and costumer's trust
Nestlé Pricing Strategy
Nestlé Place & Distribution Strategy
Nestlé Promotion & Advertising Strategy
Nestlé Product Strategy
Nestle sell and produce different kinds of food products as its marketing mix:
Instant preprepared meals, Milk and Dairy products, Chocolates and Beverages.
Preprepared dishes considered one category that is the most profitable however this segmentation made Nestle expand in this type of food. which include:
Maggie’s instant noodles, soup, cubes and pasta.
Costumer’s trust Nestle because they make guaranteed different kinds of tasty flavors in a good quality,
Nestlé Product Strategy
The other segmentation is production of milk. Such as:
Nedo, Nesquick and Milo Chocolate milk, Nestle everyday, Nestle slim, Nestle regular Milk, Sweetened condensed milk cans or squeezy bottles and lastly ice-creams.
Nestlé Product Strategy
Nestlé Product Strategy
Although the two previous markets are huge in size, they sell beverages like:
Nescafe, Nestea and Nestle’s Aqua Mineral water.
Packaging and costumer's trust
Moreover, to maintain loyal consumer relationships in this high expenses and competitive environment. Nestle keep products safe to use for the longest period possible and reducing the environmental impact of packaging. Nestle cereals cerelac and corn flakes are also popular but liquid and powdered beverages like Nesquik and Nedo are making selling increase which makes Nestlé consistently listed in the FTSE4Good Index since 2011 and was the first dairy substitute company to be included and won many more awards.
Nestlé Pricing Strategy
The price varies from different segments and depend on individual product; they use value and high priced,pull and fexiblity strategies…
Some products are priced with higher margins for the company as compared to competitors due to the lack of better substitutes for some products. The psychological pricing making the price say something about the good quality.
Nestle used different materials and recourses in the packaging process to ensure the products are delivered to customers hands in acceptable way safely and good quality.
Mark up pricing and depends on value perception.
Nestlé Pricing Strategy
Quantity discount
Competitive and consumption-based pricing both have great impact on the price. For Nescafe as well as Maggi, Nestle offers a lot of sizes and package options so that it becomes affordable to everybody. the variety of sizes available let customer decides what to buy depending on their personal consumption. But Nestle use competitor prices for Chocolate segment like KitKat due to the high competition with Cadbury.
Nestlé Promotion & Advertising Strategy
The most promoted products in the market on a ground level are KitKat and it have made sales
Marketing mix 4ps example Kotler principles of marketing project
Market Plan on “Nestlé food service”
Content
About Nestlé
Nestlé Product Strategy
Packaging and costumer's trust
Nestlé Pricing Strategy
Nestlé Place & Distribution Strategy
Nestlé Promotion & Advertising Strategy
Nestlé Product Strategy
Nestle sell and produce different kinds of food products as its marketing mix:
Instant preprepared meals, Milk and Dairy products, Chocolates and Beverages.
Preprepared dishes considered one category that is the most profitable however this segmentation made Nestle expand in this type of food. which include:
Maggie’s instant noodles, soup, cubes and pasta.
Costumer’s trust Nestle because they make guaranteed different kinds of tasty flavors in a good quality,
Nestlé Product Strategy
The other segmentation is production of milk. Such as:
Nedo, Nesquick and Milo Chocolate milk, Nestle everyday, Nestle slim, Nestle regular Milk, Sweetened condensed milk cans or squeezy bottles and lastly ice-creams.
Nestlé Product Strategy
Nestlé Product Strategy
Although the two previous markets are huge in size, they sell beverages like:
Nescafe, Nestea and Nestle’s Aqua Mineral water.
Packaging and costumer's trust
Moreover, to maintain loyal consumer relationships in this high expenses and competitive environment. Nestle keep products safe to use for the longest period possible and reducing the environmental impact of packaging. Nestle cereals cerelac and corn flakes are also popular but liquid and powdered beverages like Nesquik and Nedo are making selling increase which makes Nestlé consistently listed in the FTSE4Good Index since 2011 and was the first dairy substitute company to be included and won many more awards.
Nestlé Pricing Strategy
The price varies from different segments and depend on individual product; they use value and high priced,pull and fexiblity strategies…
Some products are priced with higher margins for the company as compared to competitors due to the lack of better substitutes for some products. The psychological pricing making the price say something about the good quality.
Nestle used different materials and recourses in the packaging process to ensure the products are delivered to customers hands in acceptable way safely and good quality.
Mark up pricing and depends on value perception.
Nestlé Pricing Strategy
Quantity discount
Competitive and consumption-based pricing both have great impact on the price. For Nescafe as well as Maggi, Nestle offers a lot of sizes and package options so that it becomes affordable to everybody. the variety of sizes available let customer decides what to buy depending on their personal consumption. But Nestle use competitor prices for Chocolate segment like KitKat due to the high competition with Cadbury.
Nestlé Promotion & Advertising Strategy
The most promoted products in the market on a ground level are KitKat and it have made sales
The strategic management for Nestle company which consist of SWOT Analysis, Value Chain Analysis, Pestle, Porter 5 Forces, along with reference list and appendices
The strategic management for Nestle company which consist of SWOT Analysis, Value Chain Analysis, Pestle, Porter 5 Forces, along with reference list and appendices
Strategic analysis of choclate in confectionary industryNITK
strategic analysis of chocolate in confectionary industry - Comparing Vision,Mission,Values,Objectives,SWOT analysis,STP,USP,Tagline of four major companies
Aim of this presentation is to analyse challenges, orientation, concepts, SWOT and related issues in respect of Cadbury’s operations in India.
A ppt by students of PGDM 2012-14 of Era Business School, New Delhi
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
3. INTRODUCTION
• NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland.
• After more than a century-old association with the country, today, NESTLÉ India
has presence across India with 8 manufacturing facilities and 4 branch offices.
• NESTLÉ India set up its first manufacturing facility at Moga (Punjab) in 1961
followed by its manufacturing facilities at Choladi (Tamil Nadu), in 1967;
Nanjangud (Karnataka), in 1989; Samalkha(Haryana), in 1992; Ponda and
Bicholim (Goa), in 1995 and 1997, respectively; and Pantnagar (Uttarakhand), in
2006.In 2012, Nestlé India set up its 8th manufacturing facility at Tahliwal
(Himachal Pradesh).
4. • The 4 Branch Offices located at Delhi, Mumbai, Chennai and Kolkata help facilitate
the sales and marketing activities
• The NESTLÉ India’s Head Office is located in Gurgaon, Haryana.
Mr. Suresh Narayanan Chairman and Managing Director
Net Sales Turnover (2016) ----- Rs. 9223.80crore
Profit ---- Rs. 1202.75 crore
Nestle present market share is 25%
8. PRICE-
Pricing is one of the most important elements of the marketing mix, as it is the only
element of the marketing mix, which generates a turnover for the organization.
Promotional Pricing Strategy-It is pricing to promote a product is a very common
application. There are many examples of promotional pricing including
approaches such as BOGOF (Buy One Get One Free), money off vouchers and
discounts.
• Nestle follows promotional pricing strategy for Kit Kat offers Rs.25 voucher for
shopping in Amazon.
Competitive Pricing-Competitive pricing is setting the price of a product or
service based on what the competition is charging.
• This pricing strategy is followed by Nestle for Nestle Bar1 to compete Cadbury’s 5
star.
9. PRODUCT WEIGHT PRICE(Rs.) PRODUCT WEIGHT PRICE(Rs.)
CHOTU MUNCH 6gm 2
MUNCH 10.1gm 5 CADBURY'S PERK 15gm 5
MUNCH 23gm 10 CADBURY'S PERK 28gm 10
MUNCH TRIO 25gm 10
MUNCH 202gm 100 CADBURY'S PERK 200gm 100
KITKAT 6gm 5
KITKAT 2 FINGER 12.8gm 10
KITKAT 27.5gm 20
KITKAT 128gm 100
NESTLE BAR ONE 12gm 5 CADBURY'S 5 STAR 12gm 5
NESTLE BAR ONE 22gm 10 CADBURY'S 5 STAR 21.5gm 10
NESTLE BAR ONE 44gm 20 CADBURY'S 5 STAR 44gm 20
NESTLE'S CLASSIC CHOCOLATE 6.5gm 5 CADBURY'S DAIRY MILK 6gm 5
NESTLE'S CLASSIC CHOCOLATE 18gm 10 CADBURY'S DAIRY MILK 13gm 10
NESTLE'S CLASSIC CHOCOLATE 36gm 20 CADBURY'S DAIRY MILK 25gm 20
PRICE COMPARISION OF SOME OF THE CHOCOLATES OF NESTLE WITH THE COMPETITOR
10. PLACE
Nestle is based on the principle of Decentralization, which means each zone is
responsible for the efficient running of its business- including the recruitment of its
staff.
CARRIAGE & FORWARD AGENCY
DISTRIBUTOR
RETAILER WHOLE SALER
CUSTOMER
GODOWNS
RETURN POLICY
11. DISTRIBUTION POINT IN BHUBANESWAR
DISTRIBUTOR COVERAGE AREA
(covered by us)
SKU’S
AJAY KUMAR
RAHUL KUMAR
RAVI TALKIES,
KALPANA SQUARE,
BAPUJINAGAR
CUTTACK
HINDUSTAN
AGENCY
SAHID NAGAR Not known
12. PROMOTION- Nestle promotions are being done through medias such as TVC’s and
ATL marketing. It is also present online in different ecommerce websites. Overall,
Nestle is a brand which has strong products as well as strong marketing, and hence the
brand has a very high brand recall value.
• KITKAT-The brand used the world famous campaign "Have A Break, Have A Kit Kat”.
• MUNCH-
o Munch uses the tagline “Can’t Stop Munching" to promote its taste as the USP.
o In 2004, the brand roped in the Bollywood actress Rani Mukharjee as the brand
ambassador
o ‘Mera Crunch Mahaan’ campaign
o Nestlé Munch's new campaign MUNCHIfication with actor Sushant Singh Rajput
13. • ALPINO- The core idea is ‘To love is to share’. what makes Alpino different are the
love messages written inside the Alpino wrapper
• MILKYBAR-
o "Milky bar Gives Me Power” was the brand's positioning platform.
o Currently the brand is running a campaign with a new tagline " Dum Hai To Bahar
Nikal " ( if you have guts, get out and play ) . The brand asks the youngsters to just
get out and play.
• BARONE –
oThe old Bar One jingle- § Nestle Bar One Ba Ba Bar One
oLater the brand had the tagline "Get More Out of Life”
oThe brand now has the tagline "Kaafi Hai "
14. Strength
Good product distribution and availability
Affordable price
Market leader for wafers chocolates (kit
Kat)
Kit Kat and munch within the list of India’s
best-selling chocolates
Strong R&D teams
Weakness
Very sweet, not good for diabetic(milky
bar)
Lack of innovative and designer chocolates
for festive season
Bar one overshadowed by 5 Star
Opportunities
Untapped rural markets
Increasing consumption of chocolates in
India
Preference of people for premium
chocolates
Threats
high competition from Cadbury
increasing health concerns
price of raw materials is increasing due to
growth of economy which may affect its
competitive pricing
SWOTANALYSIS
16. Segmentation Targeting Positioning
• Geographic
Segmentation: both
urban and rural areas
• Demographic
segmentation:
segmented for 5-
40 age groups
• Psychographic
segmentation: it is a
premium brand.
•
•
The young crowd
especially corporate
people & different flavors
of Kit Kat target for
different age groups and
relations (Kit Kat duo-
young couple, Kit Kat
coffee- coffee lovers, Kit
Kat dark chocolate )
Target young customers
with in age group of 15-30
years.
• Its positioned itself as
anytime snack “have a
break have a kit Kat”
• A good refreshing
chocolate snack.
• Positioned themselves as
“crispy light irresistible
snack”.
• Repositioned as
alternative to traditional
gifts and sweets.
KIT-KAT
17. MUNCH
Segmentation Targeting Positioning
• Geographic
Segmentation: both
urban and rural areas
• Demographic
segmentation:
segmented for 5-
40 age groups
• Psychographic
segmentation:
consumer’s desire for a
good value for money,
anyone can afford.
• Light – low dietary
value.
• Impulse segmentation.
• Target customers
below the age group of
40 years
• Nutties is targeted as a
snack which remove
immediate hunger.
• It is positioned as a tasty
brand as a price warrior.
At Rs.5 the brand
became a block buster
success cannibalizing kit
kat and forcing perk to
launch a low priced
variant.
• Uses tagline can’t stop
munching to promote its
taste as the USP.
18. Segmentation Targeting Positioning
• Geographic Segmentation:
both urban and rural
areas
• Demographic
segmentation: segmented
for 15-
30 age groups
• People looking to have a
chocolate which is high in
quality and moderately
priced.
• Confident young Indian,
Comprising young college
going boys and girls.
• Target age group below 30
years
• All age groups lower, middle
& upper class people.
• Positioned as an energy/
snack bar- something for
those in between times.
• High energy funky chocolate
which is essentially a small
snack
• Uses tagline “Kaafi Hai”,
dual aspect is enough to
satisfy your hunger and it
encourages youngsters to
be themselves, as that
would be enough to impress
opposite gender.
• It’s enough for one to
succeed.
BAR ONE
19. Segmentation Targeting Positioning
• Geographic
Segmentation: both
urban and rural areas
• Demographic
segmentation:
segmented for age
groups below 30 years
• Impulse segmentation.
It address higher age
group previously it
targeted audience were
kids of age 510 years.
But the current ad is
targeting pre-teens 8-12
years.
• Positioned as chocolate
bar for energy and
strength, and goodness
of milk factor.
• Nestle re-launched the
brand on the platform of
healthy chocolate
• It is available at
affordable price variant at
Rs.5 with a tag line “Dum
Hai to bahar nikal”. The
brand asks kids to just get
out and play.
MILKY BAR
20. ALPINO
Segmentation Targeting Positioning
• Psychographic segmentation: it is a
premium brand.
• Geographic
Segmentation: available across 100
towns in India.
• New segment: “affordable premium”
thereby maintaining its core identity
of being affordable.
Targeted to everybody in a relationship
whether they are 16 or 80. Everyone
who wishes to communicate his/her
feelings/emotions i.e. Nonverbal to
other person but is hesitant to do.
•
•
Positioned as a chocolate that should
be shared. Alpino is different because
of love messages written inside the
wrapper which makes brand a cute
affordable gift of love.
Indian customers are opting for
premium chocolate rather than
traditional mithai favors product like
Alpino.
It is available at Rs.25 a pack
perception of being an expensive
product and thus prevented many
from buying it frequently.
Its tagline is “To Love is to Share”. It is
best shared and offers a delightful
experience that brings one back in
the mood of love.
ALPINO
27. FINDINGS
• Cadbury is more preferred over nestle – Retailers told us that they experienced
more sale of the Cadbury chocolates compared to Nestle in the areas of
Bhubaneswar
• Bar one was the least opted chocolate among the Nestle chocolates and the sales
of Bar one is slower and turnover to the retailers is low if chosen Bar one
• Alpino was not found in most retail stores and Nestle lost its market share of
Alpino as it was not able to compete with Ferrero Rocher
• Munch is the most preferred chocolate of nestle and has created a huge
differentiation compared to perk of Cadbury , Availability of much is more than
Kit Kat in all stores the availability shows the Strength of the product and its
customer loyalty.
28. RECOMMENDATIONS
• Innovation: (terms of taste, packaging, promotion) According to the Euro monitor report India is
forecast to deliver CAGR of 8% over 2016-2021, to reach INR162 billion. Increasing availability in
rural India and an expanded offer will contribute to chocolate confectionery growth during the
forecast period. Hence this is a good time for the renovation its products which are at the low
end of sales e.g. Nestle classic, Barone & Alpino.
• Repositioning strategy should be applied to get a wider target market to improve the sales. As
chocolates and fast food have become substitutes for Indian authentic mitais and also
substitutes for offerings in temples.
• Improve the packaging of few chocolates such as Nestle classic and Alpino. Advertisements
should be made aggressive especially for products whose sales are declining.
• Lessen the sugar content to target the health conscious consumers as they sought to improve
their lifestyle, health and overall wellness, Food such as olive oils, dairy products and sugar
substitutes were among the fastest growing categories.