MARKETING STRATEGY OF NESTLE VS CADBURY (COMPARATIVE)
MANAGEMET OF BUSINESS ADMINISTRATION
SHRI RAMSWAROOP GROUP OF PROFESSIONAL COLLEGES
What is marketing strategy?
Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contributes to the goals of the company and its marketing objectives.
How to develop a marketing strategy?
The benefits of a planned marketing strategy are numerous. Business owners often rely solely on their intuition to make business decisions. While this informal knowledge is important in the decision making process, it may not provide you with all the facts you need to achieve marketing results. A marketing strategy will help you in defining business goals and develop activities to achieve them.
1. Describe your company's unique selling proposition (USP).
2. Define your target market.
3. Write down the benefits of your products or services.
4. Describe how you will position your products or services.
5. Define your marketing methods. (Will you advertise, use Internet marketing, direct marketing, or public relations?)
Today, Nestle is the world leading Food Company. Nestle headquarters is in Switzerland. Its international R&D network supports the products made in more than 500 factories in 86 countries. The Nestle factories are operating in the region of:
Being a company dedicated to food from the beginning, Nestle remains sensitive to culinary and eating habits, and responds to specific nutritional problems, whilst also setting and matching new trends such as growing out-of-home consumption and caring about the well being of its consumers.
How Nestle Define Marketing:
Building customer relationship based on customer value and satisfaction is at the very heart of modern marketing. The two fold goals of Nestle marketing is to attract new customers by providing superior value and to keep and grow the current customers by delivering satisfaction. Nestle defines marketing as:
“A social and managerial process where by individual & groups obtains good food and good life through creating and exchanging products and values.”
Marketing Mix is defined as a set of controllable tactical marketing tools that firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its products. The many possibilities can be collected into four groups of variables known as the four P's that are as follows: 1- PRODUCT:
Product stands for goods and services that the company offers to target market. The labeling, packaging of the Kit Kat and Polo includes the Nestlé brand and logo. The packaging includes an expiry date and time along with a manufacture date. Second part of labeling includes the quantity of product in grams along with ingredients and contents of chocolates and candies. 1. Dairy products- Nestle Milkpak, Milkpak Butter
2. Chocolate drinks-Milo powder
3. Coffee- Nescafe classic, Frothe and Frappe
4. Fruit drinks-Frost, Juices
5. Dietic and Infant products-Lactogen, Cerelac, Neslac
6. Culinary products-Maggi noodles and sauces
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