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Nestlé is the world's biggest food manufacturer, with around 450 factories spread across the globe, and a portfolio that ranges from baby foods to pet care, from chocolate to mineral water. Its world-famous brands include Nescafe, Kit Kat and Perrier, among many others. The group also owns a large shareholding in cosmetics company L'Oreal. As with other food companies, recent years have seen a greater concentration on a focused food and beverage business. In particular Nestlé has leveraged its performance in sectors such as ice cream and pet foods with an aggressive acquisition strategy. At the same time, it has placed health and wellness at the forefront of its agenda, developing the widest possible range of nutritionally balanced products under the overall umbrella "Good Food, Good Life". Advertising Age estimated global measured advertising expenditure of $2.62bn in 2009, making Nestlé the world's #5 advertisers. Adbrands coverage of Nestlé is split across several different pages. See also regional coverage of Nestlé USA, Nestlé Latin coverage . Nestlé's corporate objective is to be the world's largest and best branded food manufacturer, whilst ensuring that the Nestlé name is synonymous with products of the highest quality. In recent years, the company has pursued a policy of expansion and diversification through acquisition and divestment to achieve a more balanced structure to the business. Global brand names can achieve substantial production and purchasing economies of scale and, as world travel increases, so does the importance of instantly recognizable products. With a product portfolio which includes eight of the thirty top selling confectionery brands, such as Quality Street, Aero, Smarties, Polo and Rowntree's Fruit Pastilles, Milky Bar and After Eight, it is extremely important that the marketing objectives for each product line are fully compatible with the overall objectives of the company as a whole. Like any group of individuals, each product has its own character, strengths and weaknesses and consequently, the marketing objectives of each product need to be specifically tailored. America, Nestlé UK, Nestlé Australia and Nestlé Japan and brand-specific
Present two definitions of marketing and compare both definitions. Many of the brands in the market have been in existence for a long time and have a high amount of brand loyalty. There are a small number of large firms in the industry ± Mars. 2. The discussion paper should answer the following questions: 1. the market for chocolate bars is highly competitive. As a marketing student. There are many examples of products that have been launched and which have been withdrawn because they could not sustain longterm sales success such as Prize Bar. The growth of the snack chocolate became popular as people ate chocolate on the go as opposed to sitting down in a room with a traditional bar of chocolate. Identify the main characteristics of a marketing-oriented organization of Nestlé with an example provided. Explain in great detail of at least three (3) elements of the marketing concept and relate your answer with Nestlé. Provide an indication of the likely costs and benefits to Nestlé in adopting a marketing approach.SCENARIO In Malaysia. The market is still changing but using chocolate as a snack as opposed to sharing a bar amongst a family or giving chocolate as a gift is still a growing part of that market. 4. Rowntree (now owned by Nestlé) changed the shape of their Aero bar and Cadbury brought out a rival bar called Wispa. you are required to answer all the questions below based on the case study given and should be transformed into a discussion paper. . And now Nestlé is trying to be number 1 chocolate manufacturer in Malaysia. Openings for new products therefore are limited. Cadbury and Nestlé being the most well known. 3. Companies had to respond to these changes. Aztec and Junglies. The market for certain types of chocolate bar has changed in recent years. Both of these were designed to exploit this growing market.
Present two definitions of marketing and compare both definitions. marketing 4P's. the marketing is a part of management process to achieve the goal which the satisfaction that comes are from the customer demands so that they will get on what they pay and what they want. it explains the marketing in terms of marketing conceptual that being used by the customer itself. We can see that from the both definitions. it shows that marketing are based on identifying on what customer needs and wants for their own satisfaction. It is more to customer needs and wants for their satisfaction. create. no marketing happens in business. So. . selection. Demand means the amount of a particular economic good or service that a consumer or group of consumers will want to purchase at a given price. of course the demand by them will give the benefits and profits for themselves of course. Marketing requires co-ordination. It shows that marketing is differ from selling because selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. So. Marketing also consisting of a tightly integrated effort to discover. For the second definition. marketing is defined as the management process responsible for identifying. which goods and services move from concept to the customer. implementation of campaigns and a competent manager with the appropriate skills to ensure success. The second definition. It is not concerned with the values that the exchange is all about. The third is selection of a distribution channel to reach the customer's place and finally is the development and implementation of a promotional strategy. As a practice. The second one is determination of its price. anticipating and satisfying customer requirements profitably. and satisfy customer needs. planning. Marketing is also based on the demand made by the customer. raise. if there is no demand. it consists in coordination of four elements called and development of a product. Both are the answer for definition of marketing. Answer: For the first definition. means The the management process through first is identification. For the first answer.1.
goals and targets have to be monitored and met. they also do market in the same way too as in their business organization and operation. while at the same time ensuring that the satisfaction of these needs results in a healthy turnover for the organization. young in feel and big in stature. The Kit Kat marketing strategy can be summarized by the line 'Broad in appeal. Through effective use of market and marketing research an organization should be able to identify the needs and wants of the customer and try to delivers benefits that will enhance or add to the customers lifestyle. product development. For example on the chocolate bar produced by Nestlé.Marketing objectives. This will involve individual strategies for pricing.' . For an established brand name. the primary objective for Kit Kat is to maintain its position as the UK's number one selling confectionery brand. Nestlé can set marketing objectives for each of its product lines and profit centers. In order to achieve this. when we talk through Nestlé. They do having decided its corporate objectives and strategy. but at the same time. promotion and distribution. these strategies must be flexible and relevant to each new generation of consumers. anticipated and exceeded. competitor strategies analyzed. Nestlé has to develop a marketing strategy that will take into account all the elements of the marketing mix. great care must be taken not to damage the perceptions of the product built up over decades of marketing. Kit Kat has a particularly broad consumer profile and is popular with all age groups. So.
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