Marketing Mix

Mission
To provide well-being to more people in the world through its wide variety of foods and
drinks of excellent quality, flavor, added value, pleasant and innovative and obtain a
good profitability to ensure the growth of the company.
Vision
To be the leading company in health, wellness, and nutrition in the world.
Values
Respect and Trust
Transparency and Honesty
Open communication (receiving-giving) with superiors and colleagues
Willingness to cooperate with others
Service and quality orientation.
The 4 P's of:
PRODUCT
PLAZA
PRICE
PROMOTION
Sweetened milk
Provides protein
Sugar
for
Pastry
contributes
Energy
Presentations
Lata
397 g.
Lata
100 g.
Sirvefácil Jar
450 g.
Condensed milk
with football
10 g.
SUPERMARKETS
MARKETS
WHOLESELLERS
Wineries
MARKET
397 gr.
S/. 4.85
397 g.
S/. 5.10
100 g.
$1.95
Market Share
82%
MARKETING ENVIRONMENT
Macro environment:
Demographic Environment:
30,475,144 inhabitants
Lima: 9,546,996 inhabitants (31.1%)
Aimed at: men and women aged 25-45 and boys aged 12-16; who are at a level
socioeconomic A, B, and C
Economic Environment
GDP: growth of 6.1% to 6.2% in 2013.
Inflation: March 2013 2.64%
2011: the average real spending has increased by 3.2% (16.8 new soles)
2011: household spending S. / 228 (41%).
Natural Environment:
ISO 14001: environmental management compliance.
Nestlé has invested US$ 3 million in implementing wastewater treatment plants.
They have to face natural factors such as the El Niño phenomenon.
Technological Environment:
Political Environment:
For the extraction of milk (dairy products and related) as well as for the cultivation of grains or
seeds.
2011: confirmed a fine for violating the principle of legality of the promotion 'Thank you, Peru.'
(fine: S. / 1,440,000)
Cultural Environment:
Nutrimobile
Shared value
Benefit to society
MARKETING ENVIRONMENT
Micro environment:
The company:
Since 1942 in Chiclayo, Peru
Dairy Cattle
they moved to:
1947
They have 1,318 employees (2007)
Products
Baby food
Drinks
Cafés
Cereals
Chocolates
Culinary
Cookies
Ice cream
Dairy
Pets
Panettone
The suppliers
Nestlé has a supplier code
Unable to access external URLs.
No deprivation of liberty and forced labor
No child labor.
Working day
Good remuneration
No discrimination
The intermediaries
Independence
Jesus Mary - Saint Michael
Breña - Lima District
Miraflores - San Isidro
Wholesalers
The Clients
Directed to:
Consumer markets (families)
Industrial (restaurants)
Distributors (supermarkets, stores)
Consumer orientation:
Adolescents or children
Housewives
Competitors
A company that has strongly positioned itself in the national market
Regarding Gloria condensed milk, it comes in a 395g can presentation and that
It has a price of S. / 4.95.
Belongs to the Plaza Vea Supermarkets chain
This comes in a presentation similar to Nestlé's, can.
Substitute Products
It can be replaced in baking or at another time. It comes in different presentations and
The price is lower than that of condensed milk.
CONSUMER PURCHASE BEHAVIOR
Factors that influence
Cultural
Peru has a culture that enjoys sweets.
Subculture
Hispanic consumers who enjoy sweets
Socio-economic levels
A, B and C
Social
Groups
Family
Papers and status
Opinion leader
Mother of the family
Women from sectors A, B, and C
Personal
Age and life cycle stage
Young professionals (25-34)
Families (35-54)
Profession
Economic situation
It's normal, there's no need to have savings.
Lifestyle
sophisticated
progressives
conservatives
Personality and self-concept
Joyful, social, and imaginative.
Psychological
Motivation
Perception
Learning
Beliefs and attitudes
Sweet product that complements many types of desserts, belonging to a very well-known brand.
important in the field of sweet foods.
Seeing the variety of promotions that this product has motivates me to buy it.
It's very cloying.
TYPE OF CONSUMER PURCHASE BEHAVIOR
Habitual buying behavior
The differences between the brands are minimal.
The situation of low involvement
PURCHASE DECISION PROCESS
Identification of the need
María is hungry and is thinking about what she will make for dessert after lunch.
Search for information
I have the Nestlé condensed milk at s/. 4.80 and the Gloria at s/. 3.80
Which one do you want?

?
Evaluation of alternative
The cheapest one or the one that has never failed me?
?
vs.
Purchase decision
Give me the Nestlé, please.
Post-purchase behavior
The dessert turned out very tasty, my family and I are very happy with the result.
SITUATIONAL ANALYSIS
Fortresses
Preserve the Environment
Promotions
Opportunities
82% in market share
New machinery
Positioning in all food sectors.
Presentation in small packaging.
Directed to housewives
Candy culture.
Weaknesses
It is not a basic necessity product.
It does not reach all the provinces.
Problems with the 1700
suppliers.
She is the most expensive in her surroundings.

Threats
Star:
SBU MATRIX
Money cow:
Question:
Dogs:
F-O:
2
F-A:
1
D-O:
D-A:
1
2
3
4
ANsoff Matrix
Product
Market
Existing
Existing
New
New
Market Penetration
Product Development
Market Development
Diversification
Mayorsa
Minka
Sale
2009
USD 358 million.
General Objectives
1.- Sales Objectives
2.- Market Participation Objectives
10%
Increase sales in a
Regarding the year 2013 for the year 2014
3p.p.
Increase market share in
regarding the year 2013 for the year 2014
(*) They are possible because:
Peru constant economic growth

Increase the consumption of

sophisticated products

Nestlé Brand recognized in dairy products and

sweets
Marketing Diagnosis
Marketing Objectives
Product
Develop a complement for condensed milk.
Create a battle brand to decrease the competition's market share.
Price
Maintain its original price.
Square
Expand the distribution to departments that have wide business possibilities.
Communication
Highlight the differences and benefits that the brand provides compared to others.
Marketing Strategy
Diversify the packages of 100 grams or more.
To launch a tiny change in the product name for our anniversary.
Offer promotions to housewives who use Nestlé condensed milk.
To reach the interior of the country
Launch this product to the market but without lactose so that everyone can enjoy it exquisitely.
Nestlé Condensed Milk

Marketing Activities
For months
Marketing Budget
Expenses in some sectors from 2008 to 2014 (projection).
Billboards
Radio Advertisements
Advertising spots on national channels for 30 seconds
On the internet for every click
On the internet for each pop-up
Conclusions
The activities that will stand out the most will be those that as a reward obtain a sum of
money, this is because it is a substantial raw material for most people.
The trips that will be offered will have costs that will vary depending on the preferences of the winners.
An approximate amount of what a trip abroad may cost was included in the budget.
this case was used as an example of Mexico, since it is the country that has a large amount of
plants.
The expenses in advertising/marketing will have certain variations that will be determined by the
increase or decrease of the dollar, the change in price of the company or contracted agencies,
as well as in internal aspects of the country.
As for the projection towards 2014, it shows that there will be an increase in the
budget, this is due to the activities that have been proposed, many of which
they require more capital; just like the car that will be given away or the various events that
will be carried out.
The panels and commercials in different media will manage to showcase the new
image of the product and how innovative and modern it has become.
The production of the small packaging and all its benefits

We can conclude that our product has been very well received in the
market with 82%. And this is due to:

The substitute product is the white delicacy.

We became aware of some threats closer to our product such as:

But every product has its negative aspect no matter how small it may be.

They only reach some provinces

Obtaining ISO 14001

Establish empathy with the customer

The economic management plan to preserve natural resources.

The culture of our country
It is not a basic necessity product.

We are not unaware of the economy of our country (exchange rate)

A very similar product may appear on the market with a quality, taste, and texture equal to a
lower price.

Marketing Mix Nestlé

Nestlé's Marketing Mix analyzes the brand/company that covers the 4Ps (Product, Price, Place,
Promotion) and explain Nestlé's marketing strategy.

Product:
Nestlé is the largest food company in the world. It has around 8,000 brands.
with a wide range of products throughout the market, which form the backbone of your
product strategy of marketing mix. But it mainly focuses on products.
following:

Dairy products: - There are many dairy products that have been raised every day, such as
Nestlé milk, Nestlé slim and Nestlé.

Chocolates:- One of the most dominant segments for Nestlé is chocolates. It has
popular products like Kitkat, Munch, Éclairs, Polo, and Milky Bar. It also occurred to him/her
Alpino chocolate to target the gift segment

Beverages: - Everyone knows about Nescafe. It is the largest coffee brand in the world. It is
property of Nestlé. It has a worldwide distribution channel.

Ready-to-cook foods: Nestlé has prepared many ready-to-cook foods along

with products that help cook Maggi masala. Noodles ready to cook - Maggi one of the
greatest successes for Nestlé has become a brand in itself with different products
like Maggi Pasta, Maggi sauce and many more.
Price:

The price of the products is based on the quality of the product. You can find it in the market.
that the competitor's products are less expensive compared to the products
from Nestlé that belong to the same category. Take the example of Maggi. It has a price of
a little higher compared to Yippee or Wai-Wai noodles. It is because of the quality of
the product is much better and the customer can easily pay a little extra to obtain
a better quality. Very often you can see products with varied sizes along with a
variation in cost. You can find the Maggi package of 16 pieces and also the package
unique Maggie rs 5. With this, you can serve a large customer base. We can also see
that offer volume discounts at various stores, such as the grand bazaar. In the segment of
chocolate, they follow a competitive pricing strategy. Prices are almost similar to the
Cadbury products. Therefore, the pricing strategy in the marketing mix of
Nestlé depends on competition, product quality, geographical location, etc.

Place:

Most of Nestlé's sales and revenue come from European countries. It is almost 90 percent.
hundred of total sales. Generally, they follow an FMCG distribution channel. Also
it involves breaking the light bulb. Bulk products leave the factory and are sent to C & F. It is a
type of warehouse where these products are stored. From there, it was sent to the
distributors and then to the retailers. Now, consumers can purchase the products.
through retailers. They find discounts and tactics to keep these channels busy
distribution. Maggi and Nescafe are the two products that have a high demand. With the
help from these two products can easily move your other products. Therefore, the
Distributors can obtain discounts on stronger products if they buy more products.
weak. The main challenge comes in the distribution of chocolates, as there are stronger players.
strong in the market.

Promotion:

Nestlé has always presented some unique marketing ideas when they need to make their mark.
products. The overall marketing mix promotion strategy for Nestlé focuses on a
broad advertising and marketing for its brands and individual products. When Nescafe
it appeared on the market, they brought melodies from Nescafe that are still talked about. Always
they have tried to bring their brands to consumers. Let's take the example of Maggi that
they were associated with 2-minute snacks that can be easily prepared by mothers.
This made him quite famous among children and mothers. They have always focused on the
quality and the nutritional values of the products. The strong presence of Maggi and Nescafe in
the lower levels have led them to boost sales and promotions. It has always been
It has followed the above-the-line marketing strategy. It is the strong product portfolio.
what makes it different from its competitors. Nestlé uses all media such as TV, billboards
advertising, printing, online ads, etc. for its promotion. Therefore, the mix of
Nestlé's marketing is covered in the previous points.
About Nestlé:

Nestlé, the largest food company by revenue, is based in Vaud,

Switzerland. It has a wide range of product lines such as baby food, coffee, tea,
dairy products, Maggi, and many more. It has a presence in 194 countries that have
approximately 450 factories with a count of 339,000 people. It was founded in the year
1866 by Henry Nestlé and Nestlé was born when he collaborated with Anglo-Swiss Milk Company in the
year 1905. So far, the company has undergone many mergers and acquisitions that have
expanded its customer base and its visibility in the market. Nestlé was ranked No. 11
in the FT Global 500 2014 with a market capitalization of US $ 240 billion. That's why
that Nestlé is considered one of the leading solid consumer goods companies.
important in the world. One thing that sets it apart from other FMCG companies is that it has
a solid line of products.

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