ABSTRACT OF NESTLE (500)

Nestle is an internationally renowned MNC which has acquired its position in the
market through rigorous strategy making and product innovation. It has developed
and changed dynamically with the changing times and the demand, preference and
taste of the consumers.
The focus product differentiation strategy is not only satisfying the changing
generation needs but is also coming up with products which work on a variety of
bases. Nestle as a company wants its consumers to learn about their products ,
product aspects, potential customer benefit, how to use , maintain or even dispose of
the product and new ways in which the customers can utilise the said product hence
maximising their satisfaction levels . Hence they not only aim to fulfil the objectives of
the company but also the needs of the consumers.
The major objective of this research is to analyse Nestle as a Company. Throughout
this project we have evaluated the founding and establishment of this mega industry,
I merger its journey from a merged company in Swiss to the humongous industry it is
now. Nestle never fails to project its values, purpose and ambitions. A good
marketing is the art of finding, development and profiting from its given opportunities.
This project conceptualises the major marketing tridents of Nestle like its overall
evaluation of the company’s strengths, weaknesses, opportunities, and threats and
helped us in monitoring the external and internal marketing environment. And in
order to monitor a business unit like Nestle, we did an extensive research on the key
macro environment and significant microenvironment factors that affect its ability to
earn profits. The business unit of Nestle has its own marketing intelligence system to
track trends and important developments and any related opportunities and treats.
The marketing mix and strategies just add on to their functionality even further.
And in order to further zone in our research to a particular product we have chosen
the Nescafe as our desired product. Constructing the market mix, strategies, brand
equity, distribution strategy, customer analysis and competitive analysis gave us a
break through in the market analysis of the Nescafe.
Being an overachiever in the Food industry it demands a lot of efforts from Nestle to
penetrate exactly in the targeted population. Hence a pestle analysis of entire
business environment of Nestle will give the hints to improve the operations on right
time, at right place with right direction. Pestle analysis can give more result oriented
opportunities to Nestle for the future business growth along with sustainable profits.
Key words
Product- History of Nestle –History of the Logo- SWOT Analysis- Competitors- USP
Of Nestle- Marketing Strategy of Nestle: Distribution strategy, Brand equity,
competitive analysis, Customer analysis- Marketing Mix of Nestle : Product, price,
place and promotions- Establishment and factories- Nescafe- Layers of the product:
Core, Generic, Expected, Augmented, Potential products- Marketing Strategy of
Nescafe: Distribution, Brand Equity, Competitive, Market and Customer Analysis-
Marketing Mix of Nescafe: Price, Place, Promotions and Product-Segmenting of
Nestle- Packaging Of the product- PESTEL Model Of Nescafe- Business Growth and
sustainable profits.- values, ideals and purpose of Nestle.
Research Methodology
The basic objective of this research paper is to evaluate the Nestle Company
Industry based on its marketing strategies, marketing mix, market and consumer
analysis and comprehend how this mega industry develops its strategic intent for
their business organisations followed by the analysis of the external and internal
business environment. We have analysed the strategic management process as firm
used to achieve strategic competitiveness and earn above- average returns and the
strategy formulation including that of corporate and business level.
And a particular design of a research helps the researchers as well as the
companies to narrow down the issues and act on it accordingly as per the demand of
the times. Use of accurate methods and procedures for acquiring the information
always accomplishes in a desired result. Our approach in this was more descriptive
and specific. Hence allowing us an access to a narrowed down research on the
topics. For this particular reason we were reliable on sources of accurate data.
A) Primary Data
The data which is collected for the first time, directly from the respondents to
the base of knowledge and belief of the research is commonly known as
Primary Data. The normal procedure is to interview some people individually
or in a group to get a sense of how people feel about the product. So far as
this research is concerned, primary data is the main source of information
provided by the respondents. In order to get to know about the complete
product line and its marketing we had to lunge into the information provided
by the Nestle and its counterparts in order to get the first picture regarding the
same through valorous sources like the official sites, interviews, press
conferences, etc.

B) Secondary Data
When the data is collected, compiled and published, it is called a Secondary
source of data. In order to get a more realistic and unbiased overview of the
product line, its accomplishments, uses, accessibility, price criteria and other
factors we relied on trusted magazines, annual issues and brochures.
It acted as a means of true and genuine opinions of the consumers and the
critics regarding the nature of the product.