6 Marketing Strategy Our mission is to:
· Optimise and consolidate resources and processes for a low-cost but efficient
· Develop and manage simplified and effective supply network to achieve a high level of service
· Create a continuous improvement culture driven by performance measures and reward
Today, Nestlé Milkpak produces in over 81 countries and achieves 98% of its turnover outside Europe. Nestlé milkpak is the world’s largest milk company, which does 98% of its business. It has an annual turnover of 70 billion Swiss francs, 522 new factories in 81 countries, 200 operating companies, 1 basic research outer and 20 technological development groups, has more than 231,000 employees and more than 8000 products around the globe. There are three companies co-ordinate the activities of some 200 operating companies around the globe. Their functions and details are as follows: The first, Nestlé milkpak, holds the financial shares in the allied companies.
It also checks the profitability of these companies and to ensure the profitability of the group as whole.
The second, Nestlé milkpak, has two areas of activities that are as follows:
• Research and technological development,
• Technical assistance Beside this, it provides know-how in engineering, marketing, production, organization, management and personnel training on a continuous basis. The third company is Nestlé World Trade Corporation that oversees the import and export of merchandise worldwide.
Market segmentation and target strategy including consumer
profiling
It is really a big market and it is always difficult to segment the big market. There are many uses for segmentation.
Needs Based Segmentation
Milk Pack has made different sizes of tetra packs which can match the needs of buyers, ranging from 0.25 liters to 1.5 liter. Buyers can buy according to there need between these quantities.
Product Segmentation
Manufacturers diversify products within each needs base to appeal to buyers with different tastes and wealth.
6.1 Integrated Marketing Communication (IMC)
Company have a complete imc plan in which they that how can the company will inform their consumer about the new, upcoming product and value added services to the existing product. The sources which can use by the company to inform their consumers are print, electronic as well as through their websites.
As a mother you want the best for your child and almost always *worry about his/her health. But are you completely sure if your child is getting sufficient nutrition for his or her good health and development?
Many of you may not be so sure. Children between 1 to 3 years of age experience rapid growth and strong height and weight gains making their nutritional
requirements unique.
That's why we have NESTLÉ NESLA, growing-up milk for children 1-3 years of age. NESTLÉ NESLAC provides the right vitamins and minerals in the right proportions that your little one needs at this particular age.
NESTLÉ NESLAC is available in Honey flavour and is enriched with the right balance of Protein, Iron, Calcium and Multivitamins to help give your child a strong and healthy foundation for life!
Market Positioning:
They will position our product as a high quality product consumer focused. Messages like
“They knows your taste better than us”, “Nestle Milkpak now at your door step”;
“Add additional flavors’ to your life” will help us portray our picture clearly and
distinctly. Milkpak will position our product against the competitors and gain competitive advantage through our efficient promotional methods, using innovations, and by reaching closer to our target market through the arrangement of events like BASANT, VALENTINE DAY and etc. In short consumers will view us as a product providing highly quality, in terms of taste, customer focused and, at the same time reasonably priced as compared to others.
6.2 Market Share
Nestle steps up efforts to grow market share
THE difficult operating conditions across the fast-moving consumer goods (FMCG) industry have affected sales performance of some products of Nestle India last fiscal.
Though the company says that it has maintained its market share in most of the product categories by taking a few measures, including managing input costs and price points, improving distribution network as well as market penetration and making more effective use of its supply chain, sales of some key products remained below expectations in 2004.
Take for example liquid UHT (long shelf-life) milk. The Nestle India Chairman, Mr Martial G. Rolland, said in the latest annual report that the market performance of this product has been below expectations and a full review is being undertaken. And even as Maggi noodles continue to have the highest sales volume in India, among all Nestle companies, Maggi sauces have performed below expectations during 2004 due to aggressive competition, he added.
Milkmaid Sweetened Condensed Milk did not perform as per plan, and Mr Rolland said the company is taking corrective action to improve the performance of Milkmaid Squeezy. Similarly, in confectionery, Nestle Chocostick is being reviewed, even as the company said products such as Nestle Milkybar Eclairs, Nestle Eclairs and Polo lozenges have performed well.
In the recent past, Nestle has been reviewing the performance of Milo Chocolate Energy Food Drink and it launched Milo with `Badam Shakti' in select cities of Tamil Nadu during last fiscal. The Chairman said performance of the new variant is being monitored.
Among the products that continue to perform well from the Nestle stable are Nestle Munch and Nestle Kitkat chocolates, Nescafe instant coffee and Everyday Dairy Whitener.
Mr Rolland said in the annual report that the company is aware of the fact that with changing lifestyles, consumers are seeking food products that provide greater convenience, along with taste and pleasure, and that Nestle is working on several initiatives to provide consumers with products of their choice.
Among new products that Nestle launched last year are Nestle Coffee Eclairs, Nestle Chocolate Eclairs, Nestle Sweet Lassi and Nestum 123.
The company reiterated its commitment to the `value for money' and affordability planks and retained investments in brands, while refraining from passing on the entire increase in commodity prices to consumers.