FACULTY OF BUSINESS AND MANAGEMENT PRINCIPLE

AND PRACTICE OF MARKETING

(MKT 420)
GROUP ASSIGNMENT 1

PREPARED BY:
NAMA NO PELAJAR
MUHAMMAD ALIF DANIEL BIN 2020896364
MUHAMMAD SALEHUDDIN
MUHAMAD IZZAT NIEZAR BIN 2020834806
AHMAD TAJUDIN
MUHAMMAD NORAZMAN BIN 2020828304
AZIS
MUHAMMAD IDFAN BIN 2020828256
NORAFANDI

CLASS: BA2421B
PREPARED FOR:
PUAN SITI SARAH BINTI MOHAMAD
Table of Contents
INTRODUCTION .............................................................................................. 1
I) MARKET SEGMENTATION ...................................................................... 1
II) MARKET TARGETING ............................................................................. 2
III) POSITIONING STRATEGY ..................................................................... 3
CONCLUSION AND RECOMMENDATION ................................................ 4
REFERENCES.................................................................................................... 6
INTRODUCTION

I choose Nestle company is because that product prices are based on the quality of the
product and Nestle company have strategy place which that at European because most sales
and revenues come from that countries. Besides that, nestle have many unique marketing ideas
to promote their quality products for example nestle make Maggi which we can cook just 2
minutes and easy to prepare by the father. For Nestlé S.A. Headquartered in Vevey, Vaud,
Switzerland, it is a Swiss multinational food and drink manufacturing conglomerate firm. Since
2014, it has become the world's largest food company, calculated by sales and other metrics.

I) MARKET SEGMENTATION

Nestle aspires to offer a variety of products that adapt to customer needs, have a healthy
diet and delight the senses, contribute to a happier, more balanced life and a healthier
environment. Either by product growth, creativity, acquisition or collaborations, this drives the
decisions we make today and forms our portfolio for tomorrow.

- Geographic Segmentation
Singapore have warm season because Singapore is located in Southeast Asia. That’s why nestle
build their company at Singapore because the Singapore nestle group has segmented its
Nescafe ice market on the basis of warm, cold or hot regional weather. They also recognize the
area of the land, the agricultural region, and the global region. The nestle quickly detects the
geographic shifts in conditions and preferences.

- Demographic Segmentation
Age: For different age ranges, nestle never sells the very same product. For instance, it serves
milo for kids and adults with coffee.

Income: As well as an average man would purchase nestle goods, making the products in
limited amounts so that everybody can buy, nestle makes the products that save money.

Occupation: Nestle also develops its products focused on customer careers.

- Psychographic Segmentation
Products Nestle based on life style and their personality company is to make it easier for
consumer to use goods such as Nescafe 3 in 1 where it is very easy to ship anywhere and the

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kit has combined all ingredients such as sugar, milk and coffee. This product makes for
someone who don’t have time to eat.

- Behavioural Segmentation
According to the respondent, the consumer is satisfied with the Nestle product and know that
nestle is a respected business because they have been on the market for more than 100 years
and produce more goods quality provides. For example, products are Cerelac, Cerelac is for
babies age less than 1 year, Cerelac involves high feeding. Two essential items are added to
rice and milk in cerelac. Cerelac, on the other hand, contains vitamins, more nutrients and all
the main nutritional elements that are useful for infants.

II) MARKET TARGETING

Market targeting is market segmentation reveals the firms market segmentation opportunities.
The firm now needs to analyse the different segments and determine how many and which ones
to target. Targeting market is the asset of customers that share similar needs or attributes that
the business decides to represent. There are few strategies for targeting the market

Nestle used different type of market targeting. They used differentiate marketing which is
market coverage strategy in which a firm decides to the several market segment and design
separates offer for each. By offering product and marketing variations, nestle hopes higher sales
and stronger positions with each market segmentations. Developing stronger positions in a
variety of segments creates and produces total revenue than undifferentiated marketing but
raises such as promotion costs. As example, cereal for all age breakfast, Nescafe 3 in 1 to want
make coffee instant and stay awake, nestle nestum target for baby.

First Nestle must analyse market segments of segment size and growth. The company
must collect and evaluate data on current revenue segments, growth rates and projected
profitability for different segments. By this way the company of Nestle will know the potential
of buyers to buy their products. So, nestle company can produce more product that have higher
demand from the customers. The company should survey the place that have many populations
such as in the city and university. So, this way can increase the productivity of the market and
customer will buy the nestle product for their need at Nestle. Nestle product have well known

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not just in Asia but entire world. Nestle can target segments that have high attractive and high
potentials that are more beneficial for them.

Besides, segment structural attractiveness is one of the market targeting. The business also
requires significant structural factors to influence the long-term attractiveness of the segment,
as the presence of a large number of real or potential substitutes can reduce the prices and
profits that can be earned in the segment. Nestle must do promotion and offer for the customer
to attractive more people to buy their product. This way does because there are many
competitors of produce the same product which is like coffee cereal and others. The segment
may be less desirable if it includes powerful suppliers that can monitor prices or minimize the
quality or quantity of products and services ordered. Nestle must provide with high quality of
product to supply through the customers. The customer will satisfice with the product that they
are buying from the Nestle.

Others, company objective and resources are very important in market targeting. The segment
has the right size and growth and it structural attractive. So, nestle must know the level of the
potential of their company to produce the product and serve to the customers. Nestle must know
and choose from an environment, political or social responsibility viewpoint. The segments are
in line with the company's mission, and the company must then determine if it has the skills
and resources required to excel in that segment. Nestle should enter segments in which it can
offer superior value and gain advantages of the competitors.

III) POSITIONING STRATEGY

Nestle is a big brand that well known around the world. Nestle have more than 2000
brands. By creating product, service, path, people and image contrast, Nestle is able to research
the customer touch point more quickly, effectively and efficiently compared to other rivals on
the market.

- Product Differentiation:

Nestle is well known for their varieties of products for target customers. They provide 25 types
of minerals in Nido for children, and Cerelac and Lactogen 1&3 for newly born baby. They do
not target on specific age only but also target on the adult needs. They offer Nescafe ice for hot
weather, classic for all 3 in 1 for those who are busy. Other than that, they provide Maggi

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including Maggi instant that contain various of minerals, vitamins and nutrition. They also
provide in variety of flavor.

- Channel Differentiation:

Nestle has been a well-known brand for a long time. As a result, nestle promotes its products
to its consumers through its professional market seller, who knows all the specifics of the
products and even through transport. By this way, their goods are made available to their
customers

- Image Differentiation

Nestle has started using their image as a trademark in 1868. The original Nestle trademark was
based on his family’s coat of arms, which featured a single bird sitting on a nest. So, it is very
unique because it has its meaning and by that, Nestle’s logo is totally different from its
competitors. By having a unique and meaningful design, the customer can easily recognise the
Nestle product on the market, which is an effective benefit for Nestle in ensuring that the
customer chooses their brand.

- People Differentiation

Nestle has a large number of workers around the world who are highly qualified and trained.
To maintain a company that has run a business for a long time, their qualification to apply for
Nestle’s company are quite tough. There are several requirements that the workers need to have
in order to work for the company.

- Service Differentiation

The nestle company has 24/7 help line centers. They provide better service for their customers
from its competitors. By providing this form of service, Nestle can try something different,
based on new consumer demands and reaction to their goods.

CONCLUSION AND RECOMMENDATION

In conclusion, nestle (Malaysia) Berhad is a fairly impressive organization with a

good management team and a fantastic financial track record over the last decade. It does not
take a genius to realize that the company has good marketing tactics to come up with in a

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competitive market. Nestle Malaysia stock is arguably a great investment. All of its clients
have been shot, no matter what age they are. The profit gained by the business and the
balance it has achieved between its assets and liabilities

Nestle (Malaysia) Berhad should consistently encourage the use of their original
product, as there are many artificial products out here that offer their product high competition.
At the same time, this campaign and promotion will discourage bad public health from taking
artificial goods. Nestle (Malaysia) Berhad focused on nutrition, water and environment and
rural development. However less percentage of public interest and awareness of what Nestle
did regarding environmental and rural development.

In years to come, Nestle should consider to make new product of healthy, replacing
unhealthy one such as Nestle Maggi. Their substance should also be healthy by upholding its
environmental goal and emphasis.

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REFERENCES

• Segmentation Targeting and Positioning of Nestle Marketing Essay. (n.d.). Retrieved

November 26, 2020, from
https://www.ukessays.com/essays/marketing/segmentationtargeting-and-positioning-
of-nestle-marketing-essay.php

• 4 Types of Market Segmentation with Examples. (2020, July 16). Retrieved November
26, 2020, from https://blog.alexa.com/types-of-market-segmentation/

• Farooq, U. (2018, November 11). Market Targeting Definition Strategies and

Examples. Retrieved November 26, 2020, from
https://www.marketingtutor.net/market-targeting/

• Strategy. (n.d.). Retrieved November 26, 2020, from

https://www.nestle.com/aboutus/strategy

• E-marketing strategies for Nestle. (n.d.). Retrieved November 26, 2020, from
https://www.ukessays.com/essays/marketing/emarketing-strategies-for-nestle-
inmalaysia-marketing-essay.php

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FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

RUBRIC CASE STUDY

PRINCIPLES AND PRACTICE OF MARKETING
MKT420
BY
DR MUHAMMAD AZMAN IBRAHIM
RESOURCE PERSON
 FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

CASE STUDY RUBRICS

Course Name: Principles and Practice of Marketing Student’s Name: Lecturer’s Name:
Muhamad Izzat Niezar Bin Ahmad Tajudin Puan Siti Sarah Binti Mohamad
Course Code: MKT420 Student’s ID: Group:
2020834806 D1BA2421B

Criteria Marks C P A Weighted Marks

Allocated Poor Moderate Satisfactory Good Excellent Obtained (%)

Introduction 10 0 - 2 marks 3 - 4 marks 5 - 6 marks 7 - 8 marks 9 - 10 marks

Unable to identify Able to slightly Able to Able to identify Able to identify
and understand identify and identify and and understand and understand
the issues in the understand the understand most of the all of the main
case study issues in the some of the issues in case issues in the
case study issues in the study case study
case study
Identification 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks
of market • No or poor • Moderate • Satisfactory • Good • Excellent
segmentation identification identification of identification of identification identification of
of market market market of market market segmentation.
segmentation. segmentation. segmentation. segmentation. • Key elements
• Key • Key • Key of market
elements of market elements of elements of segmentation are
segmentation are market market excellently presented.
moderately segmentation are segmentation
presented satisfactorily well
presented presented.
Identification 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks
of market
targeting

• No or poor • Moderate • Satisfactory • Good • Excellent

identification identification of identification of identification identification of
of market market targeting. market targeting. of market market targeting.
targeting. • Key • Key targeting. • Key
elements of market elements of • Key elements of market
targeting are market targeting elements of targeting are
moderately are satisfactorily market excellently
presented presented targeting well presented.
presented.

Marks Weighted Marks

Criteria
Allocated
Poor Moderate Satisfactory Good Excellent C P A
Obtained (%)
Identification 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks
of market No or poor • Moderate • Satisfactory • Good • Excellent
positioning identification of identification identification of identification identification of
market of market market positioning. of market market positioning.
positioning. positioning. • Key positioning. • Key
• Key elements of market • Key elements of market
elements of positioning are elements of positioning are
market positioning satisfactorily market excellently
are moderately presented positioning presented.
presented well
presented.
Provide 10 0 - 2 marks 3 - 4 marks 5 - 6 marks 7 - 8 marks 9 - 10 marks
suggestions on Unclear Moderate suggestions Satisfactory Good Excellent suggestions
appropriate suggestions and and conclusion suggestions and suggestions and and conclusion
solutions and conclusion conclusion conclusion
conclusion
Writing style, 5 1 marks 2 marks 3 marks 4 marks 5 marks
spelling & The writing lacks Sentences were Sentences were Sentences were Sentences were well
grammar sentence variety somewhat varied, and correctly constructed correctly written and expressed
and few some were constructed and
grammatical errors inappropriate with well-articulated
minimal grammatical
errors

Total: 100 /100

 FACULTY OF BUSINESS AND MANAGEMENT
ASSIGNMENT/ PROJECT DECLARATION FORM

Student’s Name : MUHAMAD IZZAT NIEZAR BIN AHMAD TAJUDIN

Student’s ID : 2020834806 Student’s I/C No. : 011014-08-0069

Program Code : BA242 Part : 1 Course Code : MKT420

Course : Principles And Practice Of Marketing

Name

Assignment/ Due Submission

Project No. : 1 Date : 1/12/2020 Date : 1/12/2020

Assignment/ :
Project Title Case Study

Lecturer’s Name : Puan Siti Sarah Binti Mohamad

I hereby declare that the work in this assignment/ project was carried out in accordance with the
regulations of Universiti Teknologi MARA. It is original and is the results of my own work, unless
otherwise indicated or acknowledged as referenced work. This assignment/ project has not been
submitted to any other academic institution or non-academic institution for any degree or qualification.

I acknowledge that I have been supplied with the Academic Rules and Regulations for Universiti
Teknologi MARA’s Diploma/ Bachelor Degree/ Master’s Degree students, regulating the conduct of my
study and exams.

I hereby declare that this assignment/ project is written by me and:

i. is a result of my own work;
ii. has not been used for another assessment at another department/ university/ university college in
Malaysia or another country;
iii. does not refer to/quote works of others or own previous writings without stating it both in the text
and in the reference list;
iv. mentions explicitly all sources of information in the reference list; and
v. will go through similarity check (Turnitin).

I am aware that disciplinary action (which may include the deduction of marks in the assignment/
project) will be taken against me if I am found to be an offender.

1/12/2020 Izzat

Date Student’s Signature

/ SAT FBM Sep 2020