Marketing and Nestle Delicious Jam

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CONTENTS
EXECUTIVE SUMMARY3
HISTORY4
MISSION STATEMENT5
NESTLE BUSINESS OBJECTIVES5
NESTLE PRODUCTS5
CUSTOMER ORIENTATION5
MARKETING ENVIRONMENT5
NESTLÉ’S MICROENVIRONMENT5
NESTLÉ’S MACRO ENVIRONMENT5
MARKETING OFFERING5
EFFECT OF EXTERNAL ENVIRONMENT ON NESTLE DELICIOUS JAM5
MARKETING RESEARCH AND MARKETING INFORMATION5
OBSERVATION5
EXPERIMENT5
SURVEY5
MARKETING STRATEGY5
MARKET SEGMENTATION5
GEOGRAPHICAL SEGMENTATION5
DEMOGRAPHICAL SEGMENTATION5
TARGET MARGET5
VALUE PROPOSITION5
NESTLE LOGO & FAMILY BRAND5
COMMUNICABLE5
CONSUMER BEHAVIOUR5
CUSTOMER RELATIONSHIP MANAGEMENT5
STRATEGY FOR CAPTURING VALUES5
PRICE5
PRICING OBJECTIVES5
FACTORS AFFECTING THE PRICE OF NESTLE JAMS5
PLACE5
RETAILING5
RETAILERS CLASSIFIED BY MARKETING STRATEGIES5
CHANNEL OF DISTRIBUTION5
VERTICAL MARKETING SYSTEM5
MULTIPLE DISTRIBUTION CHANNELS5
PROMOTION5
STRATEGIC PLANNING5
BCG MATRIX FOR CURRENTLY PRODUCING SBU’S5
DEVELOPING STRATEGY FOR GROWTH AND DOWNSIZING5
SWOT ANALYSIS OF NESTLE JAM5
STRENGTHS5
WEAKNESS5
OPPORTUNTIES5
THREATS5
RETURN ON INVESTMENT (ROI)5
MARKET IMPLEMENTATION5
CONCLUSION5
REFERENCES5

EXECUTIVE SUMMARY

Our marketing project is about launching a new product which is Nestle Delicious Jam, bring happiness in life. Nestle is not producing jam currently. So we will introduce this product 1st time in market. The marketing plan for this purpose consists of many strategies that we will use. We will compete the market because our product will offer a unique combination of features e.g. different flavors, bottle design, nutrients etc at a value added price. Its target market will include all people but specially the children. It will be available in all possible flavors and reasonable price will be offer for Nestle Delicious Jam. The product life cycle will start from the maturity stage by providing more values in beginning. We will use corporate vertical marketing system for Nestle Delicious Jam.

HISTORY

1866-1905
In the 1860s Henri Nestlé, a pharmacist developed a food for babies who were unable to breastfeed. His first success was a premature infant who could not tolerate his mother's milk or any of the usual substitutes. People quickly recognized the value of the new product, after Nestlé's new formula saved the child's life, and soon, Farine Lactée Henri Nestlé was being sold in much of Europe.

1905-1918
In 1905 Nestlé merged with the Anglo-Swiss Condensed Milk Company. By the early 1900s, the company was operating factories in the United States, Britain, Germany and Spain. World War I created new demand for dairy products in the form of government contracts. By the end of the war, Nestlé's production had more than doubled.

1918-1938
After the war Government contracts dried up and consumers switched back to fresh milk. However, Nestlé's management responded quickly, streamlining operations and reducing debt. The 1920s saw Nestlé's first expansion into new products, with chocolate the Company's second most important activity.

1938-1944
Nestlé felt the effects of World War II immediately. Profits dropped from $20 million in 1938 to $6 million in 1939. Factories were established in developing countries, particularly Latin America. Ironically, the war helped with the introduction of the Company's newest product, Nescafé, which was a staple drink of the US military. Nestlé's production and sales rose in the wartime economy.

1944-1975
The end of World War II was the beginning of a dynamic phase for Nestlé. Growth accelerated and companies were acquired. In 1947 came the merger with Maggi seasonings and soups. Crosse & Blackwell followed in 1960, as did Findus (1963), Libby's (1971) and Stouffer's (1973). Diversification came with a shareholding in L'Oréal in 1974.

1975-1981
Nestlé's growth in the developing world partially...
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