Marketing and Yogurt Drink

Topics: Marketing, Pricing, Product lining Pages: 45 (9078 words) Published: February 25, 2013
Executive Summary

Manufactured by Nestle, Nestle bliss was first launch in Singapore in 2006. Often, research companies do not allocate much of their resources to marketing and neglected the need to promote these products island wide. Lack of marketing would result in the loss of competitive edge among competitors and lead to a decline in sales.

This report will evaluate the current performance of nestle bliss in Singapore, subsequently provide suggestion to giving customers a affordable prices when compared to our direct competitors and to increase product awareness as well as an increase in its market share.

For a twelve months period, we will be focusing on promotional events ranging from advertisements and sponsorships to repackaging, targeting students and young working adults. This report document the implementation plan and the diagrams used to illustrate the direction we are heading with Nestle Bliss.

SWOT analysis would be conducted so that we can evaluate our strengths, weakness, opportunities and threats of the company. On our proposal, we will showcase Nestle bliss’s present day position and catechization of the target market to enable us in developing the full marketing objectives.

From the action plan which includes advertisements, promotions and budgeted expenses, we will recommend Nestle bliss to implement a product and marketing strategy that is specifically designed to this market where presence of strong competitors exists

We hope to successfully grow Nestle bliss domestic market share significantly and educate consumers on the various benefits of this drink.

Executive Summary1
1. Introduction4
1.1 Brief Company Background4
1.2 Introduction of Nestlé Bliss Yogurt Drink5
1.2 Mission Statement6
1.3 Vision Statement6
1.4 Company Objectives6
2. Situation Analysis6
2.1 Micro-Environment-Internal Factors6
2.1.1 Skills and Development Training6
2.1.2 Existing Marketing Mix7
2.2 Micro-Environment-External Factors8
2.2.1 Customers8
2.2.2 Direct Competitors8
2.2.3 Indirect Competitors10
2.2.4 Suppliers10
2.3 Macro-Environment10
2.3.1 Demographic10
2.3.2 Economic11
2.3.3 Technological11
2.4 Boston Consulting Group Approach11
3. SWOT Analysis13
4. Marketing Objectives18
5. Market Segmentation and Targeting18
5.1 Market Size19
5.2 Size of potential target market19
5.3 Primary Target Market Analysis - Youths (aged 16-25)19
5.2 Secondary Target Market Analysis - Young Working Adults (aged 25-35)20 6. Positioning21
6.1 Positioning Statement21
6.2 Perceptual Map21
7. Market Research23
7.1 Primary Research23
7.2 Secondary Research24
7.3 Survey Research Analysis24
8. Marketing Strategies25
8.1 Product Strategies25
8.1.1 Core Benefit25
8.1.2 Actual Product25
8.1.3 Augmented Product28
8.1.4 Classification of Product29
8.1.5 Branding Strategy29
8.2 Pricing Strategies30
8.2.1 Value-Based Pricing30
8.2.3 Price Adjustment Strategies30
8.2.4 Promotional Pricing31
8.3 Placing Strategies31
8.3.1 Specially designed display shelves31
8.4 Promotional Strategies31
8.4.1 Advertising31
8.4.2 Sales Promotion35
9. Action Plan36
9.1 Events36
9.2 Timeline for Action Plan39
10. Budget39
10.1 Promotion and Advertising Budget39
10.2 Estimated Budget42
10.3 Pricing and Placing Budget44
10.4 Product Budget44
10.5 Sales Forecast45
10.6 Profit and Loss Statement46
11. Contingency Plan47
11.1 Negative News About Nestle Food Products Being Harmful47 11.2 Competition from competitors47
11.3 Economic Crisis48
12. Control and Evaluation48
13. References50
14. List of Appendices52

1. Introduction

1.1 Brief Company Background


Nestlé was established in Switzerland in the mid 1860s by a trained pharmacist, Henri Nestlé as he created one of the first baby formulas....

References: Nestlé S.A. 2003, The Nestlé People Development Review, Nestlé, viewed on 29 August 2011,
Kotler P, Armstrong G, Ang SH, Leong SM, Tan CT and Yau O, 2009, Principles of Marketing – A Global Perspective, 2009 Edition, Prentice Hall, Singapore.
Asia One Health 2010, Yo, Yogurt is big now, The Sunday Times, viewed 19 September 2011,
The Nielsen Company Singapore 2009, The Nielsen Company Singapore Survey (2009), The Nielsen Company Singapore, viewed 16 August 2011,
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing Essay
  • marketing Essay
  • Essay on Marketing
  • Marketing and Soft Drinks Essay
  • Marketing Coca Cola Drink Essay
  • Marketing Essay
  • marketing Essay
  • Marketing Essay

Become a StudyMode Member

Sign Up - It's Free