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Unit Title: Marketing in the 21st Century

Unit Code: QHO302

Unit Leader: Jennifer Osula

Level: 3

Assessment Title: E-Portfolio

Assessment Number: AE2- Portfolio 2

Assessment Type: Summative

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Table of Contents
1 Introduction:.............................................................................................................................2

2 Marketing Analysis of Nestle:..................................................................................................2

2.1 Marketing Strategy:...........................................................................................................2

2.2 Marketing Mix:.................................................................................................................3

2.3 Competitive Analysis:.......................................................................................................4

2.4 Recommendations:............................................................................................................4

3 Critical Self-Reflection:...........................................................................................................4

4 Conclusion:...............................................................................................................................5
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E-Portfolio

1 Introduction:
E-Portfolio is referred to the collection of electronic pieces of evidence that are assembled and
managed by the user, usually on the Web which also demonstrates the user’s ability and
platforms for self-expression (Igor, 2020). In this Portfolio, I developed Marketing Research for
a renowned company named Nestle in the UK. The main purpose of this portfolio is to
demonstrate my learning, understanding, knowledge of marketing so that better outcomes can be
produced for Nestle in terms of recommendations. In the end, critical self-reflection is presented
to analyze weaknesses, strengths and improvements to be made that I identified during the
research.

2 Marketing Analysis of Nestle:

One of the biggest companies in terms of food processing is Nestle. In order to succeed the
company, invest a higher amount in marketing and advertisement. So the marketing strategy and
marketing mix of Nestle is as follows:

2.1 Marketing Strategy:

In terms of marketing, Nestle is using different strategies in order to cater to the attention of
different target markets in different regions of the world. For instance, the company uses
demographic, behavioral, geographic segmentation strategies in order to change its products
according to the needs of the target market as compared to competitors (Tomasz, et al., 2020).

On the other hand, the differentiation strategy is using by nestle that is helping it target the
homogenous customer’s base with their huge amount of products. Along with this, the company
is also utilizing product-based positioning and value-based strategies but it depends on the
product they are offering and the market in which they are selling. Due to this wide brand
portfolio, the company is leading most of the markets in 200 different countries with their
broader range of products including food and beverages, bakery items, dairy products, cookies,
confectionery business, these are considered as the business verticals of Nestle that offered the
nutrition, wellness and health to the community (Nestle, 2019).
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2.2 Marketing Mix:

Below marketing mix analysis is demonstrating that nestle is one of those FMCG companies that
have a strong product line and therefore their profit and revenues are greater than its competitors.

Products: Nestle has a wide variety of products including beverages like Nescafe, which is a
very famous product and is responsible to create effective brand positioning in the market. Dairy
Products like nestle Slim Milk or others, cooking aids and prepared dishes like Maggie Noodles
which are ready cook items and now the company has extended different flavors under this
product which gives it success in the market, chocolates like KitKat, Milky bar, Munch are the
famous brand under this product of Nestle. So these products contributing to the equity of the
company so far (Nestle, 2021).

Price: the company has fixed the prices of each of its products on the basis of the market. As
Nescafe and Maggi are leaders in the market for the company so these are priced with high
premium margins as compared to competitors. They use this strategy because of the high quality
of products and this minor skimming pricing will not force the customers to switch the brands.
While these products are offered in different sizes and packaging that also come from
consumption-based pricing so that customers can make their own choices to purchase these
products according to their needs. While the products like Munch and KitKat the company is
offering competitive prices because of the tough competition.

Placement: the company mainly follows the FMCG strategy that is Breaking the Bulk. The
process involved in this is as follows:

Manufacturing – Agent hiring- Distributors – Retailers – Consumer – Manufacturing – Bulk

Buyers – Consumer.

The sales channel of Nestle is considered strong because of its marketing and advertisement
strategies and they invest a fixed budget for it. This channel remains motivated due to the
introduction of trade discounts, and other tactics. For example, if the distributors are selling the
Magi at one time at a higher rate then they are offered with discount by the company. This keeps
the driving of sales volume of other products of Nestle (Nestle, 2019).

Promotion: Nestle uses different tactics to promote its products. For example, the tune of
Nescafe is famous in the market although it was launched two decades ago still is the one of best
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advertisement campaign. In promoting Maggi, the company also used innovative campaigns. For
KitKat they made a slogan, Take A Break.

2.3 Competitive Analysis:

Nestle is facing huge competition but played a significant role in competing with other
companies like Mars, Mondelez, Kraft foods, and other FMCG brands. Their pricing strategies
were made to compete in the market as its competitors also fixed their prices competitive. All of
its competitors are also using innovative marketing campaigns to remain highly positioned in
terms of quality and pricing. For example, Mars is using videos and creating ads for its
products by using different elements like fabrics, dogs, and made the first statue of a female
footballer, in order to show their sponsorship of England (Campaign Live, 2021). While
Mondelez uses Fearless marketing to advertise its products and due to this marketing many of
the social media creators made memes on it and the company is taking it positively.

2.4 Recommendations:
After analyzing the market analysis for Nestle, it can be said that the company needs to invest in
new product development like they can offer tea beverages for tea lovers instead of only coffee.
On the other hand, Nestle also needs to put more attention towards the low-sugar and carbon-free
beverages to contribute towards resolving the health issues like obesity, diabetes, etc. Nestle also
needs to redesign its logos and must be innovative in its companies as compared to its
competitors.

3 Critical Self-Reflection:
I have learned many things during working on this e-portfolio for Nestle. Marketing is a broad
subject that includes different concepts of how an organisation can market its products to a niche
customer base. Not only this, but these concepts also provide an insight to the marketer that how
one must choose the niche market to give strength to business I think effective business
strategies can work along with effective marketing strategies so this subject gave me knowledge
about how to survive in the competitive environment. I learned new skills in marketing during
making this e-portfolio. I was able to develop complete research on marketing tactics of nestle
with the help of these skills which includes researching, utilizing knowledge, a complete
understanding of marketing tools like marketing mix, resources to conduct marketing research
like think with google, articles and websites, etc. (Diane & Matthews, 2021)
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I have developed the analytical skills to analyse the data of the organisation to see how products
and services can be presented in a market with the help of a corporate marketing plan. I took help
from my professor’s tutorials and lectures which help me understand the competitive
environment for FMCG business and enabled me to understand that how Nestle is coping with it.
At first, when I started this course, I was only able to judge the simple marketing tactics like
social media campaigns that are common nowadays but with time I can formulate and implement
marketing strategies within my workplace that gave learning that I have an ability to become
marketers that is a good sign for my future professional plan and goals. I get to learn different
tools despite marketing mix as well like the strategic marketing, external and internal situation
analysis including competitive analysis and SWOT of the organisation like for Nestle. These
tools can help international companies like Nestle to make strategies regarding brand positioning
and competitive advantage (Laura, et al., 2020).

I also learned that I am weak in marketing management as I was unable to cater to the issues of
marketing like how to increase customers base with the increase of revenues but then I learned
that perfect product and branding strategies can help a marketer to manage the sales, advertising
and marketing. I think that the learning outcome of this course is also beneficial for me as I get to
know that markers bear the responsibility to create values not only for business but also for
customers, employees, shareholders as well. At first, I did not know that whether I will be able to
know or understands the needs, preferences, tastes and demands of customers which vary from
customer to customer (Seohee, 2020). For this, I learned the marketing segmentation concept
during this e-portfolio as Nestle also segmented their customer base and applied different
strategies to each of the segments. I think all of this will not only help in my recent workplace of
mine but also in getting the higher education as I do plan to continue my studies in the field of
marketing to learn more about it.

4 Conclusion:
Marketing is a wide subject and has different tools and tactics to implement its strategies. Nestle
is one of those companies that is using marketing tools like marketing mix and others to pursue
the customer to buy its product. I made a complete analysis for the company to study its tolls,
tactics, strategies of marketing. After that, I critically analyse my learning during the whole
journey.
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5 References
Campaign Live, 2021. Mars advertising, marketing campaigns and videos. [Online]
Available at: https://www.campaignlive.co.uk/the-work/advertiser/mars/7588
[Accessed 5 August 2021].

Diane, E. & Matthews, L., 2021. Developing marketing curriculum to make students workforce
ready.. International Journal of Educational Management , 1(1), pp. 5-15.

Igor, B., 2020. An empirical evaluation of E-Portfolio critical success factors.. International
Journal of Emerging Technologies in Learning (iJET) , 15(4), pp. 37-52.

Laura, M., Cruzado, R. & Nuere, S., 2020. The digital design: Student portfolio as a resource for
their introduction in the labour market.. In Pedagogies of Digital Learning in Higher Education,,
1(1), pp. 124-144..

Nestle, 2019. Marketing Analysis of Nestlé. [Online]

Available at: https://nestleanalysis2019.wordpress.com/2019/01/20/marketing-analysis-of-nestle/
[Accessed 4 August 2021].

Nestle, 2021. Strategy. [Online]

Available at: https://www.nestle.com/aboutus/strategy
[Accessed 4 August 2021].

Seohee, P., 2020. Marketing management.. s.l.:Seohee Academy.

Tomasz, M., Sempach, E. & Zaremba, A., 2020. Portfolio Theory and International
Diversification. In International Equity Exchange-Traded Funds,, 1(1), pp. 33-61.
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