Nestle Singapore Pte Ltd Marketing Essay

snuggle capital of capital of capital of Singapore Pte Ltd trade Essay nuzzles promising to providing quality merchandises to Singapore people. dates back more than 90 old age ago trading dairymaid condensed take out under the Anglo-Swiss Condensed Milk Company.Over the years it has been available in Singapore for Singaporeans, Nestl has won the trust of Singaporeans for being a food manufacturer with the highest safeguard and quality standards with this harvest-festivals.Nestl started its business and operation in Singapore in 1912 and has since been building on its success, biggerly as a net result of its operating principles. These assay primarily to-Offer Singaporeans the highest safety and quality standards in our food and beverage products in Singapore. draw near Utilized the most sunrise(prenominal) and up-to-date technology and its stash away science-based expertise in the manufacture of milk products.Nestle fulfill its broad responsibility as a corporate citizen me mber by participating in community and social projects that contri furthere to the speedy development of the country.Nestl markers argon household names in Singapore and very wholesome-known go with. These include MILO, NESCAF, MAGGI, NESTL NESVITA OMEGA improver ACTICOL, KIT KAT, PURINA, FRISKIES and dozens of sore(prenominal) commercialise leaders in their product categories. variance, Targeting Positioning ofNestle.Executive SummaryNestle is a worldwide company of milk products and food, chocolates, beverage, cateringandmanytypeofconfectionarygoods.Ithasitsmillionsofcustomersworldwide. TodayNestl Singapore Limited is strongly positioned to grow through its policy ofconstantinnovationandrenovation,concentratingonitscore competencies and trueness to high quality, with the aim of providing thebest quality food to the people of Singapore. In the narration we have brought adiscussion about the food marketing segmentation of Nestle, their pitmarket and positioning strategy in Singapore. The way Nestle identify its incompatible buns customers dissimilar demands with an efficient way and how it satisfies its consumers by creating greaterfacilities by the combination of separate products or marketing mixes is shown in market segmentation of Nestl. In the part of market backsideing we have discussed how Nestle have made confused segments and decided to spread their whole operation in whole Singapore. In the last part of this we have discussed how Nestle reached to the customers point more Easily and in effect comparing with their competitors in the highly competitive food beverage market of Singapore by makingdifferentiation of target Users and customers.Nestle is the largest nutrition and foods company in the world, founded and headquartered in Vevey, Switzerland. The journey of Nestle begins when Henri Nestl developed the first milk food for early in 1867, and saved the life of a neighbors child. This man makes a food for the sister babies who arg on unable to take mothers feed can use it as an alternative food. Henri Nestle retired in 1875 but the company was exhalation on a full swing. In the following year the Nestl company added condensed milk, so that the firms became direct and fierce rivals. After that the company was merged in 1905 with the another(prenominal) company named Anglo-Swiss Milk company which was founded by twobrothersnamedGeorgePageandCharlesPage.Thecompanyreenter significantly during the First World warfarethough it f each(prenominal) in debt, a banker provide facility and help it to reduce its debt. After the Second World War, the company eventually increased its offerings beyond its early condensed milk and infant formulaproducts. The 1920s saw Nestls first expansion into new products, with chocolate thecompanyssecondmost importantactivity. Nestlfelt the effects of World War IIimmediately. Profits dropped from US$20.1 million in1938 to US$6.1 million in 1939. But at the end of World War II was the sta rting of a dynamic phasefor Nestl. Growth accelerated and companies were acquired. At present the company operates in 86 countries around the world and employs around 283,000 manpowers.TheoreticalConsiderationMarketingStrategiesTheStrategicplanprovidesthecompanysoverall mission and objective and new hpopes to achieve companys views. Through market segmentation, targeting and positioning the company takes decisions which customers it will provide and how. The company to a fault makes designs a marketing mix made up offactors under its control product, price, place,promotion.Strategy of Nestle in SingaporeNestls basic strategy is to projection screen only the urban area of Singapore.Thats whytheyaredoingtheiractivitiesin principal(prenominal)andmetropolitancitiesofSingapore. They want to put babies and children healthy and ensure theirsufficient nutrition.Thatswhymain and large rangeoftheirproductsarebabymilk foodproducts. They excessively target new age generation to build a strong family byproviding various eating products. In the report, we are going to focus of Nestle is to segment, target the potency customers and to positioning of their profitable products. Theirsegmentations, targeting, positioning process are given below. Nestle want to change customers toward their products.Thats why they are offeringnewproductsregularly.Theyalsoprovidemanysocial competitions for babies to go theirmindset. In this report we are looking to focus of Nestle Singapore is to segment,targetthemajorcustomersandtopositionoftheirprofitable products. The relevant information is given below-MarketSegmentationThe marketing concept asks forunderstanding customers requirements and satisfying theirrequirements and needs interrupt than the others do. But many customers have different needs and it rarely is possible to satisfy all customers by treating them same just like. Market segmentation is the searching of portions of the market that are different from other. Segmentation prov ides the firm to better satisfy the needs of its potential customers.1.Clearerunderstandingoftherequirementsandneedsofselectedcustomergroups.2. More useful positioning in this place.3. Greater precision in selectingpromotional Transportation vehicles and techniques.Bases forSegmentationUsers markets can be segmental on the basis of following customer characteristics.1. Geographic area2. Demographic area3. Psychographic area4. Behavioral areaGeographicNature Nestl Singapore segmented its market for Nescafe Icebased on the geographic weather hot and cold.Nescafe Ice A deep brown which can be consume with ice. During torrid season consumers consume this coffee with normal or cold water with ice cube tobring freshness in their body.Demographic AgeNestl segmented market for its major products based on the genration. Forthe products Cerelac, Lectogen, Koko Krunch, Nido, Nestle divided the market segment for new born baby andchildren of different ages.NidoIt isnutritious milk e special (a)ly makes for children 2 years onwards. It includes 25 minerals and vitamin D which helps childs growth.Cerelac Nestle also provide cerelac for new aged baby. It contains milk and rice mixture for less than oneyears baby. It fulfills babys proper nutrition in foods.Nesquick, Koko Krunch Both are chocolate milk for babies. Nesquickand Koko krunch contain childs required growth. Its very sweet and delicious and also contains vitamin protein, mineral.Lactogen Nestle Singapore brings full cream milk powder in the country. It gives baby required nutrition. Lactogen 1 is for babies whose age less than 6months and lectogen 3 is for babies whose ageis below 1 year.Income Nestle segmented their market based on customers earnings in an effective way.Lectogen Nestle usage tk 800 for per 900 gm Lectogen 12 milk powder. They also usage tk jet for 900 gm Lectogen 3 milk powder pack. Middle income and low income people are not able to buy these products for theirbabies.OccupationNestlesegmented themarketbasedontheirusers occupation.Nescafe classic This product is for those who work busy and hard and needs more freshness. Both the male andfemale who need more caffeine and this type of needs Nescafe classic is for them.PsychographicLifestyleandpersonalityNestleSingaporeprovidesKITKATthesepeople who really want to taste and delight in chocolate. Nescafe 3 in 1 is for exclusively those users and customers who are really busy and do not have more time. They can save their time by taking Nescafe 3 in 1.All the things sugar, milk and coffee remain included.BehavioralBenefitsBased on benefits Nestle Singapore segmented their market in an effective way. So they provide Cerelac for those customers who want moreprofit from the product. Cerelac includesa high nutrition for babys whose age below 1 year. Two most important things rice and milk remain included in cerelac. On the other hand, cerelac includes vitamin, mineral and all nutritious elements for babies.Target MarketingMarket s egmentation reveals the firms market opportunities. thus the firmsortmarkettargetingbyevaluatingthemany typesmarketsegmentsand deciding which and how many segments it will targeting.Nestle evaluated the various market segments on the basis ofsegmentsizeandgrowth,segments, structuralattractiveness,and Nestle objectives and resources and decided to launch their operation all over the Singapore country. Nestle distributes their target market because of having unique requirements and wants.Nestle Singapore selected theirtarget market into two market coverage policyUndifferentiated Nestl has offered several products such(prenominal) as Nescafe 3in 1Maggi noodles, and Kit Kat to the people of the whole Singapore without differentiating the market segment.Differentiated Nestle also selects the differentiated marketing. It offers different product for many segments based on different ages, occupation, season and climate of Singapore.Nescafe 3 in 1 Coffee for people who are busy in life.Kok oKrunch,NesquickChocolatemilkwhowanttogettasteofreal chocolate.Nescafe Ice Cold coffee for the people in hot and warm weather.ConcentratedThrough concentrated marketing, Nestl achieves a strong market position because of its greater knowledge of consumer requirement.In thenichesitservesandspecialreputationitacquires.Nestlspecializesinproducing baby foods. It offers nutritious milk powder Lectogen 1 forbabies whose age is less than 7 months and lectogen 3 for babies whose is under 12month. It also offers baby nutrition cerelac for baby less than 12 months.Positioning StrategyBycreatingproduct,service,channel,peopleandimagedifferentiationNestle arrives the consumer touch point more easily, effectively efficiently in comparing with other competitors in the highly competitive food processing market.Product preeminence Nestle brings a many ofproduct for target customers.They provide 25 types of minerals in Nido for children.It also provides CerelacandLactogen 13fornewlybornbabyexclusiv ely.Nowthe doctors says these products for babies to their parents for high maximum nutritionNescafeisaproductwhichcontains4typesofcategories.TheyofferNescafe ice for hot and warm weather, classic for all 3 in 1 for those who are busy in life. TheyprovideMaggiincludingMaggi secMaggi2minuteswhich Includes and contain various minerals, vitamins and nutritions. Maggi also provide magi healthy soup and Maggi corn soup but charge the sameprice.ChannelDifferentiationNestlereachtheirproductstothecustomersthroughtheirexperiencedmarketsalesmanandtransportation.Sothattheirproducts.are much easy totheir customers.ImagedifferentiationNestls logo istotally different from others competitors that are greatly choices by its customers.For that reason customer easily identify them in themarket which is another effective benifits for Nestle.People differentiationNestle has a large minute of manpowers that are highly educated and trained. In Singapore, four hundred employees are working in market Com pany chairman Peter Brakeck- Letmathe and CEO capital of Minnesota Bulckeare highly educated, wise and experienced people. They are running thisbusiness successfully for a long time.ServicedifferentiationAnotheradvantageforthiscompanyisbetterservice for its respective users from its competitors. They provide 247hotlineservice.Highqualitycheckingisproviding forits customers. Its marketing dept. and mankind relation dept. are working forfinding out customers new needs andresponse toward their nestle products.Selecting an overall positioning strategyThe full standings of a brand is named the brands value proposition-The full mix of advantages up on which the brand is differentiated and positioned.More for moreMore for more positioning includes providing the most upscale products or service and charging a high price to cover the highercost. Exactly Nestle is doing that. Nestls products provide more benefit and for that Nestle charge higher price than other competitors. Nido provide nu trition and charge 250 tk for 400 gm. But Fresh, Marks do not arrange nutrition and charge less than that of Nido. Respectively Nescafe, Maggi noodles contains quality for high price,rather than competitors.Positioning Statement bollix upProductsTobabieswhoaredeprivedofpropernutrition,Nido,Cerelac,Lactogen are the nutritious milk Product that give you more nutrition other than any other brand because these includes different types of vitamin, mineral etc.NescafeTo busy people who drink coffee and have little time for taking rest, Nescafe is the coffee that gives you more energy than any other brandbecause it has the highest level ofcaffeine,MaggiTo people, noodles and soup consumer who looks better quality, Maggi noodles and healthy soup that gives you proper nutrition than any other brand because it has the best quality. Their motto for business is keen FOOD for GOOD LIFEConclusionThe advent of consumer food products has brought an immense change in the field in the consumers foo d habit. Nestle has done well to adding itscustomersloyaltyoperatingasamarketcompetitorsinits industry. Nestleisoneofthelargestfoodprocessingcompany. Their products and quality mainly includes on their experience and efficiency.Nestle provides quality that leads to good business growth and good development.Ithassegmentedthemarketbasedoncertainclusteredpreferencesdeploying multi-stage segmentation approach to meet case-by-case requirements ofthe customers. Offering brand new products would also close its old products gaps to a great extend promise satisfaction and loyalty. In our report, we try to present the segmentation, target marketing andpositioningstrategyofNestleandsuggestsome recommendations based on the marketing procedure.IMC StratgiesPROMOTIONPromotion activities perform a major use in re-launching any product. Addition in target market is possible by personal selling. It adds persons in retail stores telling the benefits to important customers about vastness of milk in standardpacked form. Awareness performs the most important role. They should taste housewives on many places. Because they are the main servers of such kind of nutritionary diets totheir family members.TV commercials and Bill Boards should be planned to advertise properly.There are many promotional methods like personal sales, advertisements, salespromotions, public relations etc.but the method accepted byNestl for introducingNestl UHT Milk was advertise, outside printed media for advertising like, hording board, newspaper, posters outdoor etc.Nestlseeing theoldcustomeroftheimported brandsandpotentials customers via its advertising promotions. In their advertisement, Nestl largely focus the small kids who are the majorportion of our population and milk and such kinds ofProductsaremainrequirementofenhancing ability inchildrenthatthereasonNestle launchedNesvitaMilkproduct especiallydesignedforyoungerchildrenbecause addition of calcium diets inroutine diet chart is mainrequirement. To remind the consumers about the nestle, Nestl also made some special platform for retailers and hold them on their shops and as compared to other milk selling companies running in the country Nestle shows ever attracting messages to feels customers that always drink milk but only Ireal form .RE LAUNCHINGAfter thoroughly analyzing the reasons of presence of large number ofcompetitors Nestle decided to re-launch it product with different new packing. It was an opportunity for Nestle to control the market in that a waythat it will introduce. its all the discrepancies such asshortage, inflation based pricings which given opportunity to the competitors to control the market.BELOW THE LINEBelow the line includes followingmediums of advertisement. Direct mail to users OutdooradvertisingThrough TransitDIRECT MAIL ADVERTISINGItisany formofadvertisingpresentdirectlytothenew comers,this can bethrough the mail, fax, online electronic computer services, sales personnels, retailers orother m eans rather than through traditional massmedia.PostcardsNestle issued postcards to their home and office persons in the category of outlets and whole sellers. On different occasion nestle send them different type of post cards tobuild long term healthy relationships so that they can can in adding the market share of their product.Leaflets/ flyersNestle has distributes many types of leaflets, which inform information aboutNestle Milk products, at different outlets.Folders / brochuresNestle distributes brochures of their product to their users through internet to make them inform of new innovations and products. This helps nestle in adding more customers.OUTDOORNestle expenses a big share oftheir advertisement reckon on the outdooradvertisement in Singapore, which includesPainted Billboards at different placesMMT in various locationsVinyl Sheets located in public placesPerform rophy Plan Here is an example of their billboards and rotary plan Nestle has hanged more than 500 billboar ds across the roadside. They have put on different themes of them, which are presenting different situations in which peopleareusingrealwater.AccordingtotheNESTLE theyperform heavy outdoor advertisement to aware people about the approachability of their product because it is a product for which people never pre-determined plan to purchase it so to encourage them for the purchase of Nestle Milk Products they have to place billboards.Besidethisthey ejectthepostersoftheirbillboardsafterfew months the reason for this is that people not interest in those themes when they see it for a longer time so when they exchange them and place the new different one that create the interest among thepeople.TRANSIT ADVERTISINGTransit advertising is a category of public places out of home media that includes bus and taxiadvertisingaswellaspostersontransitplaces, Busterminals,and Display at airports.Types oftransit advertisingInside cards in public transportsOutside posters on VehiclesTerminalposters at various locationsTaxi / bus walls.Nestle 2010 Creating affordable access to protein online forthcoming from http//www.nestle.com/CSV/CSVinAction/SlideShows/essentialprotein/essentialprotein.htmNestle 2010 Press Release online Available from http//www.nestle.com/MediaCenter/PressReleases/AllPressReleases/NovartisMedicalNutrithttp//www.nestle.com/Resource.axd?Id=602C42FE-04D6-4669-BEE1-1027492FE5E8http//www.nestle.com/AllAbout/AtGlance/Introduction/Introduction.htmVanhuele, M., Dreze, X., (2002). 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