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Nestle Marketing Report

In: Business and Management

Submitted By stephaniet
Words 3228
Pages 13
BUS1BUF
MARKETING REPORT
Individual Assignment
By Stephanie Theodorou
17412907
Words: 1,974

Table of Contents Executive Summary 3 Introduction/Company Overview 4 Market Description 5 SWOT Analysis 6 Strengths 6 Weaknesses 7 Opportunities 7 Threats 7 Recommendations 8 Target Market 8 Geographic 8 Demographic 8 Psychographic 8 Behavioural 8 New Product Description 9 Product 9 Place 9 Price 9 Promotion 9 Customer Value Proposition 10 Product Justification 10 Reference List 11 Appendix 12

Executive Summary

This report outlines an overview of the Nestle S.A. Company in terms of current markets, history, product lines, etc. Nestle is known to be a strong, profitable company within the food and beverage industry, consisting of many brands within a range of product categories. The functional drinks market in Germany has seen reasonable growth in value and volume within the past few years with a 3.3% increase in revenue from 2012 to 2013. The current market leader in Germany’s functional drinks market is PepsiCo, Inc., followed by Red Bull Gmbh, The Coca-Cola Company, and finally Nestle. The leading distributing channels for functional drinks in Germany are supermarkets (as the leader by far), on-trade, independent retailers, and specialist retailers. A SWOT analysis was used to determine Nestle’s strengths, weaknesses, opportunities, and threats in Germany’s functional drinks market. Strengths include, strong brands across various product categories, strong financial position, and sizeable marketing budgets. A weakness was that Nestle has a low market share in the German functional drinks market. Opportunities are to transition to a ‘nutrition and well-being’ company and uphold this image, as well as increase market share in the German functional drinks market by introducing a new brand and product. Threats relate...

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