Nestle Marketing Plan Analysis Sample

Posted on October 12, 2023

Paper Instructions

Academic level – Undergraduate 3-4
Type of paper – Analysis/Business plan
Topic Title: NESTLE Marketing Plan

Develop a Segmentation, Targeting and Positioning of the company “Nestle” as a packaged food company:

  • Provide an in-depth description of two key segments that the company targets.
    Segments must be explained using demographic, geographic, behavioral or psychographic variables.
  • What is the targeting strategy the company is adopting?
  • Which segment is the primary target for the company? Explain why.

Analysis Sample

Nestle stands as a global frontrunner within the realm of packaged food, providing an array of products spanning confectionery, dairy, coffee, beverages, and pet care. In a concerted effort to effectively market its offerings, Nestle employs a robust Segmentation, Targeting, and Positioning (STP) strategy. This marketing blueprint delves into two pivotal segments pinpointed by Nestle, elucidating their targeting approach and the central segment of interest for the corporation.


Perceptive Health-Conscious Individuals: Distinguished by an array of demographic attributes, this sector comprises health-oriented individuals spanning various age brackets. It centers on those actively seeking wholesome and pure nourishment choices. Nestle directs its attention toward individuals who accord paramount importance to their personal well-being and are prepared to make premium investments in superior products (Chang et al., 2023). This cluster encompasses individuals who display a conscientious approach to their dietary preferences, constituents, and nutritional value.

Factors of Psychographic Nature: Sustainability and ethical practices hold great value for health-oriented consumers. Their quest is for products replete with natural constituents, minimal sugar content, reduced fat, and scant additives. Nestle duly serves this demographic by proffering organic snacks, sugar-free beverages, and gluten-free choices.
Hectic Urban Professionals: This segment, defined by demographic variables, enlists city-dwelling professionals leading fast-paced lives, grappling with time constraints, and in search of expedient sustenance solutions. Nestle hones in on working adults spanning the spectrum from young to middle-aged, individuals who prioritize rapid and facile meal and snack options without any compromise on taste and quality (Chang et al., 2023).

Behavioral Aspects at Play: Urban professionals contending with a bustling lifestyle exhibit a proclivity toward products synonymous with convenience, portability, and minimal preparation time. Nestle adroitly responds to this by providing an assortment of ready-to-consume and on-the-go comestibles such as instant noodles, microwavable meals, and snack bars, squarely catering to this segment.

Targeting Strategy

Nestle’s chosen course involves a differentiating targeting strategy, adroitly tailoring products and marketing endeavors to resonate with multiple segments of consumers. This approach allows the company to broaden its market footprint and cater to a diverse array of customer demands. Nestle artfully addresses the interests of health-conscious consumers and busy urban professionals, taking advantage of its wide-ranging product portfolio to aptly accommodate the predilections of each segment.

Primary Target Segment

The foremost target demographic for Nestle centers around health-conscious consumers. This determination is substantiated by several factors:

  • Elevated Health Awareness: A notable escalation in global consumer health awareness has transpired in recent times. The surge in lifestyle-linked maladies and an intensified emphasis on well-being have prompted individuals to accord precedence to health-sustaining food preferences (Köse, 2007). Nestle’s steadfast commitment to furnishing healthier product alternatives synchronizes seamlessly with this segment’s requisites.
  • Market Yearning: The segment of health-conscious consumers is in swift expansion, mirroring a heightened consciousness of dietary habits. This constituency embodies a substantial market potential for Nestle, as these individuals are amenable to paying a premium for products aligning with their health imperatives.
  • Brand Perception: Nestle has made substantial investments in cultivating a favorable brand image synonymous with quality and reliability. By zeroing in on health-conscious consumers, the corporation bolsters its reputation as a conscientious and empathetic brand that places paramount importance on its patrons’ well-being.
  • Product Array: Nestle boasts a sprawling gamut of products catering to the health-conscious bracket, encompassing organic fare, plant-based alternatives, and fortified nutritional provisions. By homing in on health-conscious consumers, Nestle effectively showcases these offerings, setting itself apart from rivals.


Nestle’s Segmentation, Targeting, and Positioning strategy is emblematic of its dedication to comprehending the multifaceted proclivities and leanings of its customer base. Through the focal points of health-conscious consumers and bustling urban professionals, Nestle harnesses its product array to its best advantage, securing a larger stake within the arena of packaged food. The paramount emphasis on health-conscious consumers is informed by the mounting demand for healthier dietary options, Nestle’s brand standing, and the considerable market potential inherent in this segment.


Chang, P. L., Chang, Y. Y., Chinnappan, C. C., Chai, M. H., & Ladeuth, L. M. (2023). Marketing strategies in delivering customer satisfaction: A case study of Nestlé. International Journal of Tourism & Hospitality in Asia Pasific, 6(2), 26–39.

Köse, Y. (2007). Nestlé: A brief history of the marketing strategies of the first multinational company in the Ottoman Empire. Journal of Macromarketing, 27(1), 74–85.

Upgrade your essays with these FREE writing tools!
Get started now