DPM20033

FUNDAMENTALS OF MARKETING
SESI 2 2023/2024

CASE STUDY
TOPIC 4 : SEGMENTATION, TARGETING
AND POSITIONING

NAME OF GROUP MEMBERS

MEMBER 1 : ALIAA SAFIYYAH BINTI SAMSOL BAHRIN

REG NO : 19DPM23F2001
MEMBER 2 : NURSUEAYUNIE BINTI BAHARUDDIN
REG NO : 19DPM23F2002
MEMBER 3 : NURFARAH HANI BINTI NOR MUSTAFA KAMAL
REG NO : 19DPM23F2028
MEMBER 4: NUR AZREEN KAMILAH BINTI HARUN
REG NO : 19DPM23F2022
LECTURER : PN HAMLIZATUL AMRAH BINTI MOHAMAD
PN SITI HAJAR BINTI KHAZA

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 MARKETING SEGMENTATION
 DEMOGRAPHIC
 GEOGRAPHIC
 BEHAVIORAL
 PSYCHOGRAPHIC

TARGETING
 US and International
 Males and Females

NESTLE’S  Managers,professionals,students,
executives
 Loyal customers and Parents
 Customer looking nutritional value and
quality items
POSITIONING
- Channel differentiation
- Differentiation of product
- Differentiation of image

INTRODUCTION
Nestle’s has been one of the world's largest food and beverage companies,
established in 1867 in Switzerland by Henri Nestle’s, a pharmacist. Nestle’s
has 447 factories in 194 countries, employing 3,39,000 people.
Nestle's primary objective is "good food, good life." As time passed, the
company began to manufacture various products such as chocolates,
cereal grains, coffee, frozen food, mineral water, and cosmetics, among
others.

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Nestle's core objective is to provide excellent quality goods that make
people happy and healthier all around the globe, as stated in the
company's mission statement. Nestle’s is one of the industry's largest and
most powerful corporations. It was started in 1866 to produce breakthrough
newborn food. In the years thereafter, the firm has expanded into the
manufacturing of a variety of additional foods. Today, Nestle’s has over
2000 products that are sold in over 187 countries throughout the world.

MARKET SEGMENTATION OF NESTLE’S

Market Segmentation refers to the group of individuals who have
common intentions toward a specific brand; market segmentation can be
classified into three types: mass marketing, one-to-one marketing, and
niche marketing. In mass marketing, all customers are treated the same,
resulting in lower user satisfaction; one-to-one marketing bargains with an
individual, which is not profitable; and niche marketing focuses on small
niche manufacturing areas.
Nestle’s market segmentation focuses on four elements , namely
demographic, geographic ,behavior and physiologic different.Nestle's client
segmentation is based on age, gender, income, and educational
attainment. Nestle’s never provides the same product to people of various
ages. It provides Milo for youngsters and coffee for adults, for example.
Nestle’s creates items that save cash, and even the average person can
buy them since they are produced in tiny amounts so that everyone can
afford them. Nestle ‘s also makes its products depending on the jobs of its
customers.
Nestle’s nature the Nescafe ice market in Singapore has been categorized
based on whether the weather is warm, cold, or hot. They also take into
account the country region, the rural area, and the global region. The
nestling is capable of detecting variations in requirements and wants to be
based on location. Nestle's behavioral segmentation is mostly focused on a
customer's knowledge, understanding, and attitude.
Nestle’s divides its goods into categories depending on personality and
lifestyle. Nestle’s Kit Kat, for instance, is for those that want to experience
real chocolate, whereas Nescafe 3 in 1 is for someone who doesn't have
time for breakfast

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TARGETTING OF NESTLE’S
Nestle’s have two targetting identified the clients through segmentation,
we'll target them for success. Nestle’s examined the market, our strengths,
and our rivals, we'll have a better notion of what they're excellent at.
Nestle’s uses a differentiation strategy to deliver various goods to distinct
segments based on age, profession, seasons, weather, gender, and other
factors. For example, Nescafe 3 in 1 is good for individuals who are
pressed for time, Koko Krunch cereal is good for those who wish to taste
real chocolate, and so on.
Nestle’s has made a solid market price through concentrated marketing,
owing to its in-depth understanding of its clients. Nestle’s is a company that
specializes in producing infant meals.

POSITIONING OF NESTLE’S
Nestle’s uses a differentiation product to provides a variety of goods for
target clients, including around 25 variants of Nido for youngsters, as well
as cereals and lactogen 1 and 3 for infant newborns.
Nestle’s channel differentiation to sells its products through professional
salespeople and secure transportation, ensuring that its products are easily
accessible to customers.
Nestle’s differentiation of image of customers can quickly recognize the
Nestle’s emblem since it is radically distinct from that of other companies
and competitors.
Nestle’s differentiation of services , The Nestle’s corporation provides 24-
hour support lines so that clients may readily reach out to them with
difficulties or questions.

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 Type of segmentation Targetting Positioning
-The Nestlé corporation
provides 24-hour
Geographic support lines

Religion Globally
- Urban
Density
- Rural areas
- sells its products
through professional
salespeople

Demographic -secure transportation,

ensuring that its
products are easily
accessible to
customers.
Age Newborn - 45
- Infants
Gender
- Adults Old age
Childhood, adulthood,
Life-cycle stage
and old age
Income Middle class
Customers' knowledge,
Based on understanding, and
experiences.
Behaviour Loyal customers
Personality Easygoing & careless
Lower, working, and
Pyhsicology
middle classes

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 Lifestyle Personality and lifestyle