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:
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.
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:
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. https://doi.org/10.32535/ijthap.v6i2.2321
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. https://doi.org/10.1177/0276146706296713