Strategic Marketing Management of Nestle Analysis

Strategic merchandise Management of cling to summaryThe purpose of this assignment is to evaluate the bear upon of organizational strategy in developing a commercialize program and to evaluate the comp singlent parts of a merchandising curriculum. For this purpose a merchandising plan for draw near unmingled flavor (Bottled weewee by come near in Pakistan) is developed for understanding varied components of market plan.Impact of Organizational dodging on mart PlanIt is real unfavourable in todays toweringly competitive market to develop and adapt an approach that supports the organizations resources and nature of business. The strategy should be developed by charge in headland all(a) the available resources and should be so powerful that the product or service can outsell the competition. If the available resources are not considered dapple innovation the strategies then it is quite possible that those resources leave behind not be able to convert the inflow of customers in to profitable long term relationship. So it is really(prenominal) important to have a strategy that supports the resources and the expertise to implement it. Different organizations have several(predicate) types of strategies, however most common are five meaning(a) strategies that affect the selling plan of the organizations. commercialise Leadership strategyIf an organization has to maintain the position of market leadership then the marketing plan bequeath be focused towards two main factors. First is to increase the market share and second is to keep intact the existing customers by providing them valuate to their coin they are spending to buy the companys products of services (Kathryn, 2010). commercialize share can be increased by finding the new markets in other demographics or expanding in to the new locations. Another way to increase the market share is to attach the competitors market share through variety of strategies. Offering several value ad ded services helps to keep the customers intact with the organization. In this case the marketing plan impart focus towards the augmented features of the product or service.Market Challenger StrategyIf the organizations strategy is to be a market challenger then the marketing plan will be focused towards the small unmet needs of the customers. The marketing plan will be very aggressive and the focus will be to increase the market share in small chunks and to target the customers by promoting those features which are fulfilling their unmet needs (Kathryn, 2010).Market Follower StrategyIf an organization is following market follower strategy then the marketing plan will not be very aggressive (Dibb, 2001). The markets are already identified and researched by the competitors and the market plan will target those weak points which are left by the competitors and the break dance solutions will be postd to the customers.Market Niche StrategyOrganizations can similarly divide the marke t in to small segments/chunks and prepare the marketing plan for each(prenominal) segment. This allows the organization to influence the customers to a greater extent deeply with the marketing campaign as the focus is on a particular segment. For instance the marketing plan of a cosmetic can target the women between the age limit of 20-25 years.Alliance StrategyThe organization can in addition form strategic alliances to increase the impact of the marketing plan. The strategic alliances enables the organization to offer new products or value added services to the customers and the marketing plan focuses on promoting the benefits of the alliance of the organization to the customers (Kotler, 2003).Component move of a market PlanMarketing plan refers to that document which outlines the actions and details that are postulate to be undertaken in order to achieve one or more marketing objectives. Marketing plan can either be for a brand, or for a product or service or blush for a wh ole product line. Marketing plans can cover the marketing objectives of up to five years and the marketing objectives are aligned with the organizational objectives. chase are the main components of a marketing plan.Situation AnalysisSituation analysis is very important and initial part for developing a marketing plan. It explains and clarifies the current position of the organization in the market. This analysis should be done fairly by the organization as exaggerating the current market position in front of the management will ultimately give a failure at the end of marketing campaign. Situation Analysis involves external, internal and customers analysis (Ward, 2010). mug up AnalysisSWOT analysis is another major part of the marketing plan as it identifies the strengths and weaknesses of the organization and the opportunities and curses for the organization. It also helps to determine the current state of the organization, exactly it also adds the opportunities and threats to t he organization which can be focused in the marketing plan (Dibb, 2001).Marketing Goals and ObjectivesAfter SWOT analysis the organization is in a good deal better position to set the marketing objectives and goals. Goals are the overall accomplishment that is likely to be achieved by the organization and the objectives are the benchmarks which enables the organization to meet those goals (Ward, 2010). It is very important the goals and objectives should be realistic and should reflect the mission of the company.Marketing StrategiesIn marketing strategy the marketing mix and the target market is discussed. Product features, placement, set and distribution are the four main aspects of any product or service and the marketing plan contains the blend of these strategies and marketing strategy is designed keeping in mind the target audience (Kotler, 2003).ImplementationImplementation planning is another important part of the marketing plan. At first it is described that what is requir ed to be done internally in order to get success such as employee training, employees empowerment etc. for the success of market plan. Secondly, a month-by-month marketing calendar is prepared that guides the marketing activities.Evaluation and agreeEvaluating the marketing plan is very important, as this helps to identify that what is to be done in future and what not. If the marketing plan is of 3 to 5 years then periodic evaluation is necessary as changing market conditions can be costly while sticking with the old techniques. Evaluation also helps to identify whether the plan is implemented properly.Threat to Nestle unmixed LifeDifferent threats and weaknesses for Nestle excellent life are identified in the marketing plan, however, the most critical threat and weakness for the product is the current economic and political condition in Pakistan. This threat is for every business operating in Pakistan, however, Nestle pure life has direct affect to the economic situation of Pak istan. As the target market of Nestle pure life is upper and middle class and due to increasing ratio of unemployment and poverty the pot are moving towards the usage of simple or boiled piddle as spending Rs. 35 for water is becoming unaffordable for majority of middle class people. Moreover, there are several other local brands which are not up to the mark, but they sell the brand to the local market by assuring them about the quality and purity which decreases the demand of high quality product like Nestle pure life. This causes a serious threat to the brand in near future (Rosemann, 2005).Nestle Pakistan LimitedMarketing Plan Nestle Pure LifeExecutive SummaryIts manufacturing facilities are located in Sheikhupura, Kabirwala, Islamabad and Karachi, Pakistan.Nestle provides mineral water to the customers with an objective to provide value to the customers. The companys main target market is those people who believe that tap water is not hygienic. The company enjoys the highest market share in the mineral water industry of Pakistan however Pepsis Aquafina has been giving tough competition to nestle pure life. 1 year Marketing plan for year 2011 is developed distributing each activity in different months.Situation Analysis high society Profile Nestle Pakistan Limited is a subsidiary of Nestle SA, a Switzerland based company, aimed to build a based on sound human values and principles. In 1992, Nestl was the first company to dare to launch a mineral water, in five different countries at once. Nestle Pakistan is engaged in the processing, manufacturing and sales of products such as dairy, culinary, confectionary and beverages. The major companys products accept NIDO milk, NESVITA milk, MILKPACK milk and ice-cream, Fruit yogurt Everyday creamed tea, Cerelac and Nestle mineral Water (Nestle pure life).Mission Statement Nestl believe that research can help to make better food so that people live a better life.Objectives This marketing plan considers the fo llowing objectives of organization for its product Nestle pure lifeTo maintain the position as Market Leader.Increase the Market share.Exceed customers expectations both in terms of product quality and service.Create awareness of benefit of PET bottles and approach in rural areas.SWOT Analysis SWOT analysis helps to understand the ability of the organization internally and externally (Lyndsay, 2010). Blow is the SWOT analysis of the companyStrengthsStrong distribution channel practiced LabourEducated StaffLarge number of OfferingsStrong Brand NameStrong Background of the companyEasy to approachWeaknessesSmall home run marketLack of awareness among the target marketDependency of other government and sponsors for the arrangement of eventsOpportunityFavorable weather conditions (Summer most of the time)People have it away to enjoy eating ice creamFew and Weak competitorsThreatsMajor players may enter in the marketLegal and ethical issuesLocal mineral water manufacturersEconomic slow down and bad political conditionsCompetitors AnalysisNestle Pure Life introduce the bottled water culture. No doubt Nestle pure life is currently a dominant leader in Pakistan market in Mineral water Industry. Nestle Pure Life is currently ascendant more than 80% of bottled water market share (Rosemann, 2005), when Nestle Pure Life start its bottled water business in Pakistan way back in 1998 on that particular time AVA was the major competitor in the market, but after a time period of one year AVA was acquired by the Nestle Pure Life and now currently AVA is in the business of majority water.There are different brands of bottled mineral water but the most celebrated areNestle Pure LifeAquafinaSufiKinleyFor manufacturing and distributing mineral water in Pakistan the company has to obtain licenses and have to follow the rules and regulations of Pakistan Standard Quality Control Authority (PSQCA). Particular in Lahore, gourmet is giving a very tough competition to Nestle pure life as their price is little than Nestle pure life. Moreover, gourmet is approaching the other cities and rural areas of the country and possibly will emerge as a strong competitor of Nestle pure life in near future. There are also other competitors found within a local market which include Sparklet, Acqacare, Pure, Aafi, Oura, Aabshar and legion(predicate) other local brands, but their market share is very low as compare to the Nestle Pure Life.Macro Environmental AnalysisThe Macro-Environment forces, which include political, Social-Cultural and Economic forces, affect the overall performance of the brand (Kotler, 2003). Political instability always matter in a market situation, there should be an enthronization security. PSQCA has approved Nestle Pure Life Nestle Pure Life is also promoting the culture of humanity and higher labor as many people from Pakistan have got job in the different parts of the world in Nestle Food.No doubt Nestle Pure Life is a market leader, but virtuall y of the government policies affecting the marketing strategy of Nestle Pure Life as government closed many several companies by saying that they are producing un approved water for the people of Pakistan in the name of mineral water, but such kind of situation doesnt affect any marketing strategy of Nestle Pure Life because it is producing a water according to the standard which is approved by World Health Organization WHO.As faraway as Social and Cultural forces are concerned now the people are realizing the need of bottled water especially in cities, as they are more health conscious as compare to the people of rural areas. But now the trend is changing gradually the people live in countryside they also realizing the need of Safe and Clean water, they know that health is wealth, as Nestle is a dominant factor so they are employ Nestle Pure Life as their first choice.Target MarketOn the consumer side the Target Market isPeople who believe that tap water are not hygienicPeople tr aveling by road on highways, railways and by airTourists or foreignersMiddle, Upper Middle and Elite classStudents of school, college or universitiesOn the Business side target market isHigh ways, Motorways, railway Stations Airports bus stops hotels etc.Educational Institutes of the city, where students might interactShopping centers and Market placesDepartmental stores and bakeries, General stores and others etc.Restaurants and hotelsMarketing MixProduct Nestle Pure Life offers not only pure water but also pure Life because water is life and also purity is life Nestle has always been the symbol of purity. Nestle pure water provides a fit mineral formula (on Average 150-170 mg per liter)Price Another strategy for success may be applied by lowering the price of bottles including bulk water bottles to attract more and more customers who may switch to its direct or indirect substitutes0.8 liter Rupees 181.5 liter Rupees 35Placement dispersal should be done not only in urban areas but also the rural areas of the country. Distribution in small cities of the country is also one of the distribution strategies of Nestle Pure Life.Promotion Nestle Pure Life is development integrated marketing communication. The Company has adapted both Push and dedicate strategies and using mass marketing by Advertising i.e. using different types of Medias like TV, radio, magazines, Sales Promotion i.e. sponsoring different events, using billboards and involves in different favorable activities.ImplementationThis action plan will carry out the marketing strategy and achieve the main Objectives of Nestle Pure Life through a variety of Scheduled programs. Following activities will be held during the year 2011 to promote the Nestle Pure Life.ActivitiesJanFebMarAprMayJunJulAugSepOctNovDecInvoices IncomeRecovery Incomes work sale PromotionRegional OfficesLucky drawsFree OffersResearchAdvertisingData AnalysisEducate DealersConcept for bottled waterImplementationPress and rain buck ets OfferNew StoresCommitment AwardSpecific promoContingency PlanningThere is variety of risks involved in the marketing plan. Following are some of the risks and their mitigation strategies for the marketing plan of Nestle pure water.Wrong Market Information In Pakistani markets the availableness of complete and authentic data is very difficult. There are very few government sources which provide the market information, but those also cannot be relied upon as the data collection is not known. In case the data or information taken from the governmental sources is found to be incorrect then the company will rely upon the data cool from surveys and past trends.Outsourcing If the internal resources are not able to meet the growing demand of the customers then the production will be outsourced, but the quality will not be sacrificed in any case.Mismatch of Projections If there is a mismatch of the financial projection then the efforts will be re-doubled and the focus will be on dire ct marketing. However, the other marketing expenses will not be cut down as it is very necessary to keep conveyance the message across the target audience.Nestls Organizational Objectives and Marketing PlanThe organizational objectives of Nestle Pakistan are aligned with the marketing plan. However the change in the market conditions result in the change in organizational objectives which also reflects the marketing plan. The marketing plan discussed above tries to meet the following organization objectives.Market LeadershipNestle pure life is holding a market leaders position at the moment in Pakistani bottled water market. The marketing plans objective is also to maintain this position and to increase the market share by targeting the rural areas along with the urban areas. For this the distribution network is planned to be stronger in small cities and villages.SafetyThe objective of the organization is to provide the customers with safe drinking water. Nestle brand provides the customers reassurance which they demand for fulfilling their most basic and important need. Marketing plan of Nestle pure life also focuses on educating the dealers and consumers directly about the benefits of mineral water.Healthy ProductThe formula developed for Nestle pure life contains minerals such as calcium, which is essential for bone development and promotion of this benefit through media and direct marketing team reflects in the marketing plan and fulfills this organizational objective.Affordable Mineral WaterAnother objective of the company is to provide the mineral water to the target customer at affordable prices. The prices of all the formats of the mineral water bottles are very affordable for the target market and that is the reason Nestle pure lifes market share is highest in Pakistan.Convenient availabilityNestls objective is to make the mineral water available to the consumers almost everywhere. Marketing Plan of Nestle pure life target the customers at different location like railway station, schools, colleges, airports etc. which fulfills the product availability objective of the organization.Publicity and Promotion Strategy for Nestle Pure LifeNestle is using different strategies for the promotion and publicity for Nestle Pure life. Below is the brief description of all the strategies used by Nestle Pure Life.Push StrategyThe company is using push strategy by using the sales force and promoting the product to the wholesalers and dealers. The Nestle cooler is one of the example in this regard as the dealers sells and provide the coolers with Nestle pure life brand and that promotes the product. This type of strategy is mostly used for the corporate clients like different companies, banks etc. in which the Nestle Pure Life branded coolers are placed and the bottles are refilled by the dealers/company representatives periodically.Pull StrategyThe company is also using educe strategy by directly communicating to the consumers through high ad vertisement through different transmit. This results in the walk-in of the customers in the outlets and other distribution channels asking for the product.Above the Line (ATL) Company advertise above the line by using different TV channels, radio, newspapers, billboards etc.Below the Line (BTL) Company advertise below the line as well by distributing the fliers, through internet (Facebook), placing outlets at roadsides etc.Mass MarketingThe company is also using Mass marketing where the whole market is communicated the same product. The company through different media channels communicates to all the market of Pakistan by ignoring the segments and target market as being human beings all the people are the potential customers of the product.Integrated Marketing CommunicationThe company also assures that all the features and benefits of the product are communicated to the customers. by dint of advertisement campaigns the company conveys a message of purity and safety to the custom ers and also explains the ingredients of the product which are beneficial for the human body.