Nestle is a top global food company established in 1866 in Switzerland. It has over 2000 brands worldwide in categories like baby food, beverages, cereals, chocolate, coffee, and pet food. Nestle has strong brand equity built through consistent quality, trustworthy relationships with customers, and corporate social responsibility initiatives to reduce environmental impact.
Document content PESTAL and SWOT analysis of NESTLE with examples and detailed analytics. #PESTAL #SWOT #NESTLE
Useful for education. Content is from different verified websites.
Document content PESTAL and SWOT analysis of NESTLE with examples and detailed analytics. #PESTAL #SWOT #NESTLE
Useful for education. Content is from different verified websites.
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
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
Dove: Using Consumer Psychology to Understand Buyer BehaviourSofia Fominova
The report analyses Dove’s products and advertising campaigns, to 1) understand the product involvement level and studying consumers’ motivations behind purchases, 2) conduct an in-depth STP analysis, and, 3) apply relevant consumer psychology theories to thoroughly understand the aspects of Dove’s consumer behaviour.
In this report you can study about Marketing Mix of Nestle Company
We are covering the following topics:
Nestlé’s History, Shape of the Nestlé Logo, NESTLÉ – An Introduction, Mission Statement, Vision and Values, NESTLÉ TODAY, Major Competitors, BCG Growth Matrix, Product Life Cycle, Our progress, The Nestlé Policy on Environmental Sustainability, Nestlé Environmental Management System, Product life-cycle approach, Nestlé – Four “Ps”, Products, Variety, Quality, Packaging,, Services & Brand name, Price, Industry overview and performance in FY09, Financial performance (FY04-10), Profitability, Liquidity, Asset management, Debt management, Market ratios, Future outlook, Place, Distribution Channel, Coverage, Inventory, Logistics, Promotion, Modes of advertising, Direct Mail/SMS to Users, Outdoor Advertisement, Transit Advertising, Segmentation, Targeting and Positioning Of Nestlé, Market Strategies, Marketing Strategy of Nestlé in Pakistan, Market Segmentation, Target Marketing, Differentiation, SWOT Analysis, Strengths, Weaknesses, Opportunities, Threats, PEST Analysis, Political analysis, Economical Environment, Social analysis, Technological, General Recommendations by the Public, Conclusion
complete presentation on all aspects regarding Nestle brand
we present in our university( MUHAMMAD NAWAZ SHAREEF UNIVERSITY OF AGRICULTURE MULTAN .And got first position in the department of BBA-Agribusiness.
all data is collected from a reliable sources with the help of NESTLE focal persons and international marketers.
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
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
Dove: Using Consumer Psychology to Understand Buyer BehaviourSofia Fominova
The report analyses Dove’s products and advertising campaigns, to 1) understand the product involvement level and studying consumers’ motivations behind purchases, 2) conduct an in-depth STP analysis, and, 3) apply relevant consumer psychology theories to thoroughly understand the aspects of Dove’s consumer behaviour.
In this report you can study about Marketing Mix of Nestle Company
We are covering the following topics:
Nestlé’s History, Shape of the Nestlé Logo, NESTLÉ – An Introduction, Mission Statement, Vision and Values, NESTLÉ TODAY, Major Competitors, BCG Growth Matrix, Product Life Cycle, Our progress, The Nestlé Policy on Environmental Sustainability, Nestlé Environmental Management System, Product life-cycle approach, Nestlé – Four “Ps”, Products, Variety, Quality, Packaging,, Services & Brand name, Price, Industry overview and performance in FY09, Financial performance (FY04-10), Profitability, Liquidity, Asset management, Debt management, Market ratios, Future outlook, Place, Distribution Channel, Coverage, Inventory, Logistics, Promotion, Modes of advertising, Direct Mail/SMS to Users, Outdoor Advertisement, Transit Advertising, Segmentation, Targeting and Positioning Of Nestlé, Market Strategies, Marketing Strategy of Nestlé in Pakistan, Market Segmentation, Target Marketing, Differentiation, SWOT Analysis, Strengths, Weaknesses, Opportunities, Threats, PEST Analysis, Political analysis, Economical Environment, Social analysis, Technological, General Recommendations by the Public, Conclusion
complete presentation on all aspects regarding Nestle brand
we present in our university( MUHAMMAD NAWAZ SHAREEF UNIVERSITY OF AGRICULTURE MULTAN .And got first position in the department of BBA-Agribusiness.
all data is collected from a reliable sources with the help of NESTLE focal persons and international marketers.
What trend(s) are having the most significant effect on packaging and design?BBrand Design
There are numerous trends impacting packaging and design. From health, sustainability, seemingly handmade and bespoke offers, down to crazy new flavour combinations.
It Includes pestle analysis, porter's five model, internal analysis, SWOT analysis, value chain analysis, same basic ratios and some strategy flashback upon current scenario
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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.
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1. UNIVERSITY OF JAFFNA-SRI LANKA
FACULTY OF MANAGEMENT STUDIES & COMMERCE
DEPARTMENT OF MARKETING
BBAM 3233: BRAND MANAGEMENT
ASSIGNMENT-II
SUBMITTED BY
MR. J.S.S. KARUNATHILAKE 2014/BAD/300
MR. A. D. A. D. K. SUMATHIPALA 2014/BAD/286
MR. G. J. R. FERNANDO 2014/BAD/296
MR. D. M. L. A. DISSANAYAKE 2014/BAD/294
DATE OF SUBMISSION: 10h
October, 2017
2. Nestlé
Like many other reliable companies nestle has established, reliable relationship
with customers around the world. Historically nestle was established by four
brothers, George page and Farine Lactée Henri Nestlé in 1866 at Switzerland.
Today Nestle is a topmost food company in the world which deals with baby food,
pure water, beverages and pure milk.
Nestle equity brand is categorized by target market, which mostly include cereals,
yogurt, coffee, water, beverages Nesduik, , Opt fast, kit Kat, ice crème, infant food,
chocolate, performance, nutrition, healthcare nutrition, frozen food, refrigerator
products, baking food, pet food pet care products, and eye care heat.
These brands are everywhere in the world and has strong connections in
competitive market. Universally nestle brands create multiple food products which
can be domestically used by people.
3. Why Brand Equity of Nestle is best.
We can see that today every market has large competition; companies are trying to
achieve customer satisfaction. Why nestle is so successful in achieving customer
satisfaction. The reason is its corporate brand performance. The Nestle brand
strategy is developing shared values in business through corporate brand. They
protect and enhance the business sustainability by delivering total quality
management in their food quality.
There is the core concept of nestle brand is good food must be for good life.
Therefore Nestle is shareholder friendly that depicts the welfare of society as a
whole.
It has proven researched that nestle has superb brands in the food and beverage
industry. That is why nestle develop the atmosphere that lead to honesty, purity
and integrity in all segments of food industry business.
The Nestle Brand Personality.
The Nestle management fully understands the role of brand equity in the
competitive market. They have given much more important for this element in the
last few decades. The ultimate market strategy of nestle is to design and maintain
his brand through proper use of advertisement by offering fast moving consumer
goods.
It has universal proven fact that nestle has potential customers all around the world
who trust nestle brand with loyalty, respect and willing to buy without any fear.
This success happens by offering total quality management services in nestle
brands and achieving customer satisfaction. Nestle always has topmost branding
strategy that
Nestle Brands Meet Customer Satisfaction
Nestle believes that the role of its brands has always met customer satisfaction in
all the way. Without customer trust and integrity they cannot acquire long term
relationship. Nestle brands always interact with the sensory emotions and feeling
of the people where it serves as an additional advantage by its simplicity and
secure prices. Customer satisfaction has been the core concept of nestle brands,
nestle has successfully achieved their brands on the target market.
4. Brand Equity.
‘Brand equity includes not only the value of the brand, but also implicitly the value
of proprietary technologies, patents, trademarks and other intangibles such as
manufacturing know-how’ (Reponen, 2000)
Features of Nestle Brand Equity.
Nestle has multiple brand categories such as kit Kat, health care nutrition, frozen
food. Also, it has a single brand identity like crunch, gold flake, ski, coffee, and
Buxton. In addition, Nestle brands influence the mind of consumers and there are
the experienced based associations behind them. Nestle brands have corporate value
because consumers are always willing to buy them with full consent.
Brand Association With Nestle
5. Brand Knowledge
Nestle purchased well known and loved brand Kit-Kat in 1988
The purpose was not so much to help Kit-Kat as to enhance Nestle's image in
the UK By associating it with quality and leadership in chocolate’ (Aaker Et
Al, 2000).
Brand familiarity and brand likability are two separate entities.
Understanding the elements of Nestlé’s brand knowledge is essential to gaug
e public Perception.
Nestlé’s brand knowledge largely negative due to high profile crisis such as a
nimal
Testing scandals and child labor claims.
Despite this, Nestle bolsters a 15.1% market share of the confectionary mark
et, the Third highest in the UK.
Brand Awareness.
Thoughts: Cognitive responses to brand (Usually negative with Nestle)
(Keller, 2003)
Nestle Nutrition and other sister companies look to build on negative publici
ty through CSR campaigns.
As the #1 food brand in the world, Nestlé already has high brand recognition
.
Partnerships with charities also look to influence opinions and change the E
thical standpoint of the overall market.
Brand Imagery.
In the UK market, Nestle aim for ‘Innovation, Health and Sustainability’
This resonates through their branding, offering fair trade coffees, healthy
cereals and pure mineral water.
With operations in ‘unhealthy’ markets such as chocolate bars and sugar base
d cereals, it is essential that they maintain a strong image with regards to Cor
porate Social Responsibility (CSR)
Their image has already been impacted with previous poor CSR, which h
as impacted their image.
6. Overall, Nestlé is perceived as an innovative food market player, which in recent ye
ars has improved its global image through strong branding and marketing practice.
Multiple Dimensions of Brand Knowledge.
Awareness: Category Identification.
Attributes: Descriptive features of the brand.
Benefits: Personal values and meanings of the brand to an individual
(Nostalgic, symbolic, experiential consequences).
Images: Visual Information
Thoughts: Cognitive responses to brand (Usually negative with Nestle)
Feelings: Personal affective responses to brand related info
Attitudes: Overall judgments of the brand.
3Experiences: Purchase and consumption behaviors of a brand.
(Keller, 2003)
Brand resonance.
Having a clear brand image will a
lso allow the company to be comp
etitive in low involvement market
s such as coffee, confectionary, dr
inks and cereals markets.
Nestlé must use their branding eff
ectively to counteract negative pu
blicity.
Having a strong branding strategy is key here to enter the evoked list of the c
onsumer.
7. Brand Architecture
Nestle is the world’s largest food group, with over 2,000 brands in a multitude of
Markets, each with their own individual brand knowledge structure.
• Nestlé’s strongest affiliation in the UK is within the confectionary, coffee and
Cereals market, with brands such as Shreddies, Cookie Crisp, Kitkat, Nescafe and
Aero.
• High Brand Recall: Nestle is cognitively associated with the confectionary,
cereals and coffee markets, being an instantly recognisable brand for UK citizens.
• Kit Kat, Aero, Smarties, Milky Bar, Quality Street, After Eight and Rowntree's
account for 70% of their UK sales. These brands have a symbolic, nostalgic brand
knowledge to UK consumers
8. Brand Values.
Integrity coupled with a str
ong work ethic
The desire to do quality wo
rk.
Friendly, open and honest c
ommunication.
A spirit of co-operation and
openness to other ideas and
opinions.
A realistic approach to busi
ness.
An openness to future trend
s and new business opportu
nities.
A passion for our products a
nd brands.
Brand Elements.
Brand Elements Nestle
9. Brand Performance.
The Nestle brand aims to satisfy the performance needs of their consumers.
In the confectionary, coffee cereals markets, they aim to perform in taste and
quality.
However, with their mineral water brand ‘Pure Life’, their key performance i
ndicator (KPI) is ‘purity’.
It is essential for products to perform to these basic levels to ensure the custo
mer satisfaction.
Corporate Societal Marketing.
They aim to improve water efficiency across their reduce absolute water usag
e by 50% by 2020
Determined to play our part in reducing greenhouse gas (GHG) emissions by
improving resource efficiency, switching to cleaner fuels and investing in ren
ewable energy.
In the UK and Ireland, 92% of the packaging used was already recyclable. T
hey aim to achieve 95% recyclability of packaging by 2015.
Set goal in the UK of achieving zero waste to landfill from each of their facto
ries by 2015, with full recovery of unavoidable by-products.
They have signed up to the Freight Transport Association’s Logistics Carbon
Reduction Scheme which aims to reduce CO2 emissions by 8% by 2015.