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Nestle Singapore Pte Ltd Marketing Essay

Nestles promising to providing quality products to Singapore people. goes back more than 90 years ago trading MILKMAID condensed dairy under the Anglo-Swiss Condensed Dairy Company.

Over the years it has been available in Singapore for Singaporeans, Nestlé has acquired the trust of Singaporeans to be a food manufacturer with the highest protection and quality benchmarks with this products.

Nestlé started its business and procedure in Singapore in 1912 and has since been building on its success, typically as a online consequence of its operating guidelines. These seek mainly to:-

Offer Singaporeans the best security and quality expectations in our food and drink products in Singapore.

Nestle Utilized the most new and up-to-date technology and its own accumulated science-based know-how in the make of milk products.

Nestle gratify its broad responsibility as a commercial resident member by participating in community and sociable projects that donate to the quick development of the country.

Nestlé brands are household brands in Singapore and very well-known company. These include MILO, NESCAFÉ, MAGGI, NESTLÉ NESVITA OMEGA PLUS ACTICOL, Set up KAT, PURINA, FRISKIES and dozens of other market market leaders in their product categories.


Executive Summary

Nestle is a worldwide company of milk products and nutrition, chocolates', beverage, wedding caterers and many kind of confectionary goods. It offers its an incredible number of customers worldwide. Today Nestlé Singapore Limited is strongly located to increase through its insurance policy of constant technology and renovation, concentrating on its primary competencies and commitment to high quality, with the purpose of providing the best quality food to the people of Singapore. Within the report we've brought a discourse about the marketing segmentation of Nestle, their target market and placement strategy in Singapore. Just how Nestle identify its different goal customers different needs with an efficient way and how it satisfies its consumers by creating better facilities by the combination of individual products or marketing mixes is shown in market segmentation of Nestlé. Inside the part of market targeting we have mentioned how Nestle have made various segments and made a decision to spread their complete operation entirely Singapore. In the last part of the we have talked about how Nestle come to to the customers point easier and effectively assessing with their competition in the highly competitive food& beverage market of Singapore by making differentiation of concentrate on Users and customers.

Nestle is the most significant nourishment and foods company on the planet, founded and headquartered in Vevey, Switzerland. The journey of Nestle begins when Henri Nestlé developed the first dairy food for early on in 1867, and preserved the life of any neighbor's child. This man makes a food for the infant babies who are unable to take mothers supply can put it to use as a substitute food. Henri Nestle retired in 1875 however the company was heading on a complete swing. In the next season the Nestlé company added condensed milk, so the firms became immediate and fierce rivals. After that the business was merged in 1905 with the another company called Anglo-Swiss Milk company that was founded by two brothers known as George Page and Charles Webpage. The company reenter significantly through the First World Conflict though it fall season with debt, a banker provide center and make it to lessen its debt. After the Second World Battle, the company eventually increased its offerings beyond its early condensed milk and infant formula products. The 1920s saw Nestlé's first growth into new products, with chocolate the company's second most significant activity. Nestlé thought the effects of World Conflict II immediately. Gains fallen from US$20. 1 million in1938 to US$6. 1 million in 1939. But at the end of World Warfare II was the starting of any dynamic period for Nestlé. Growth accelerated and companies were bought. At present the business runs in 86 countries around the world and utilizes around 283, 000 manpower's.

Theoretical Consideration

Marketing Strategies:

The Strategic plan provides the company's overall objective and objective and new hpopes to achieve company's views. Through market segmentation, targeting and positioning the company needs decisions which customers it will provide and exactly how. The company also makes designs a marketing mixture composed of factors under its control product, price, place, advertising.

Strategy of Nestle in Singapore:

Nestlé's basic strategy is to cover only the urban region of Singapore.

That's why these are doing their activities in main and metropolitan cities of Singapore. They want to put babies and children healthy and ensure their sufficient nourishment. That's why main and large range of their products are baby dairy food products. They also target modern generation to build a strong relationship by providing various eating products. In the report, we will target of Nestle is to section, target the potential customers and to positioning of these profitable products. Their segmentations, concentrating on, positioning process receive below. Nestle want to change customers toward their products.

That's why they are offering new items regularly. In addition, they provide many communal competitions for infants going their mindset. In this report we are looking to target of Nestle Singapore is to section, concentrate on the major customers and to position of their profitable products. The relevant information is listed below:-

Market Segmentation:

The marketing concept requests understanding customers' requirements and satisfying their requirements and needs better than the others do. But many customers have different needs and it seldom is possible to satisfy all customers by dealing with them same just like. Market segmentation is the searching of helpings of the market that will vary from other. Segmentation supplies the firm to better satisfy the needs of its prospective customers.

1. Clearer understanding of certain requirements and needs of preferred customer groups.

2. Far better placement in this place.

3. Greater accuracy in selecting promotional Transportation vehicles and techniques.

Bases for Segmentation:

Users market segments can be segmented based on pursuing customer characteristics.

1. Geographic area

2. Demographic area

3. Psychographic area

4. Behavioral area


Nature: Nestlé Singapore segmented its market for Nescafe Snow according to the geographic weather: hot and frosty.

Nescafe Glaciers: A coffee which can be consume with glaciers. During warm season consumers consume this caffeine with normal or cool water with glaciers cube to bring freshness in their body.

Demographic Age:

Nestlé segmented market because of its major products predicated on the genration. For the products Cerelac, Lectogen, Koko Krunch, Nido, Nestle divided the marketplace segment for new given birth to baby and children of different ages.


It is wholesome milk specially makes for children 24 months onwards. It offers 25 mineral deposits and vitamin supplements D which helps child's growth.


: Nestle provide cerelac for new older baby. It contains milk and grain mixture for under one year's baby. It fulfills baby's proper nutrition in foods.

Nesquick, Koko Krunch

: Both are chocolate milk for babies. Nesquick and Koko krunch contain child's required growth. It's very nice and delightful and also contains vitamin protein, mineral.


: Nestle Singapore brings full cream milk powder in the country. It offers baby required nourishment. Lactogen 1 is ideal for babies whose age group less than 6months and lectogen 3 is ideal for babies whose years is below 1 year.


: Nestle segmented their market predicated on customer's profits in a powerful way.



: Nestle usage tk 800 for per 900 gm Lectogen 12 milk powder. In addition they use tk 1000 for 900 gm Lectogen 3 milk powder pack. Middle income and low income people cannot buy these products for their newborns.


: Nestle segmented industry based upon their user's profession.

Nescafe classic

: This product is for many who work active and hard and needs more freshness. Both the male and girl who need more caffeine and this type of needs Nescafe common is good for them.


Life style and personality: Nestle Singapore provides Equipment KAT these folks who actually want to taste and enjoy chocolates. Nescafe 3 in 1 is good for entirely those users and customers who are really busy, nor have more time. They can save their time by taking Nescafe 3 in 1. All the things sugar, dairy and coffee continue to be included.



Based on benefits Nestle Singapore segmented their market in an efficient way. So they provide Cerelac for those customers who want more benefit from the merchandise. Cerelac carries a high nutrition for baby's whose years below 1 year. Two most important things grain and milk remain contained in cerelac. On the other hand, cerelac includes vitamin supplements, mineral and everything healthy elements for infants.

Target Marketing:

Market segmentation unveils the firm's market opportunities. Then the firmsort market targeting by evaluating the many types market sections and deciding which and how many segments it'll targeting.

Nestle assessed the various market segments based on section size and progress, segments, structural appeal, and Nestle objectives and resources and made a decision to launch their procedure all around the Singapore country. Nestle distributes their marketplace because of having unique requirements and would like. Nestle Singapore preferred their target market into two market coverage insurance plan:


: Nestlé has offered several products such as Nescafe 3 in 1Maggi noodles, and Kit Kat to the folks of the complete Singapore without differentiating the marketplace segment.


: Nestle also chooses the differentiated marketing. It offers different product for many segments predicated on different ages, occupation, season and local climate of Singapore.

Nescafe 3 in 1

: Coffee for people who are occupied in life.

Koko Krunch, Nesquick

: Chocolate milk who wish to get style of real chocolates.

Nescafe Ice

: Cold coffee for the folks in hot and warm weather.


Through focused marketing, Nestlé achieves a solid market position because of its greater knowledge of consumer requirement.

In theniches it acts and special reputation it acquires. Nestlé focuses on producing baby foods. It provides nutritious milk powder Lectogen 1 for newborns whose age group is less than 7 a few months and lectogen 3 for newborns whose is under 12month. It also offers baby diet cerelac for baby significantly less than a year.

Positioning Strategy:

By creating product, service, route, people and image differentiation Nestle happens the buyer touch point easier, effectively & efficiently in checking with other competitors in the highly competitive food handling market.

Product Differentiation

: Nestle brings a lots of product for target customers.

They feature 25 types of minerals in Nido for children.

It also provides Cerelac and Lactogen 1 &3 for newly born baby specifically.

Now the doctors says these products for babies with their parents for high & maximum diet Nescafe is something which contains 4 types of categories. They provide Nescafe glaciers for hot and the sunshine, classic for all 3 in 1 for individuals who are occupied in life. They offer Maggi including Maggi instant; Maggi 2 minutes which include and contain various minerals, vitamin supplements and nutrition's. Maggi also provide magi healthy soup and Maggi corn soup but fee the same price.

Channel Differentiation

: Nestle reach their products to the customersthrough their experienced market salesman and vehicles. In order that their products.

are much easy to their customers.

Image differentiation

Nestlé's logo is completely different from others competition that are greatly options by its customers.

For that reason customer easily identify them in the market which is another effective benifits for Nestle.

People differentiation

Nestle has a huge number of manpower's that are highly educated and trained. In Singapore, 400 employees will work in market Company chairman; Peter Brakeck- Letmathe and CEO Paul Bulckeare highly educated, wise and experienced people. They can be operating this business efficiently for a long time.

Service differentiation

Another advantage because of this company is better service for its individual users from its opponents. They offer 24x7 hot brand service. Top quality checking offers for its customers. Its marketing dept. and general population relation dept. are working for finding out customer's new needs and response toward their nestle products.

Selecting an overall positioning strategy:

The full standings of your brand is named the brands value proposition-The full mix of advantages up on that your brand is differentiated and located.

More for more

More to get more positioning includes providing the most upscale products or service and charging an increased price to repay the higher cost. Exactly Nestle does that. Nestlé's products provide more gain and for that Nestle demand higher price than other rivals. Nido provide nutrition and charge 250 tk for 400 gm. But Fresh, Markings do not organise nutrition and demand less than that of Nido. Respectively Nescafe, Maggi noodles has quality for high price, somewhat than rivals.

Positioning Statement Baby Products

To babies who are deprived of proper nourishment, Nido, Cerelac, Lactogen will be the nutritious dairy Product that give you more diet other than every other brand because these includes different kinds of vitamin, mineral etc.



To active people who drink espresso and have little time for taking leftovers, Nescafe is the coffee that provides you more energy than other brand because it gets the highest degree of caffeine,


To people, noodles and soup consumer who looks better quality, Maggi noodles and healthy soup that provides you proper diet than another brand because it has the best value. Their motto for business is "

GOOD FOOD once and for all LIFE


The advent of consumer food products has taken an immense change in the field in the consumer's food behavior. Nestle has done well to adding its customers commitment operating as market competitor's in its industry. Nestle is one of the largest food processing company. Their products and quality mainly includes on the experience and efficiency. Nestle provides quality that brings about good business growth and good development. It offers segmented the market predicated on certain clustered preferencesdeploying multi-stage segmentation method of meet specific requirements of the clients. Offering completely new products would also close its old products gaps to a great extend promises satisfaction and loyalty. In our record, we make an effort to present the segmentation, concentrate on marketing and positioning strategy of Nestle and suggest some tips predicated on the marketing method.


IMC Stratgies


Promotion activities perform a major role in re-launching any product. Addition in marketplace is possible by personal advertising. It adds people in retail stores telling the benefits to important customers about need for milk in standard crammed form. Awareness carries out the main role. They should tastes housewives on many places. Because they're the main servers of such kind of nutritional diets with their family members. Television commercials and Expenses Boards should be planned to market properly.

There are numerous promotional methods like personal sales, advertisement's, sales special offers, public relations etc. but the method accepted by Nestlé for producing Nestlé UHT Milk was advertising, outside branded media to promote like, hording plank, papers, posters outdoor etc. Nestlé witnessing the old customer of the brought in brands and potentials customers via its advertising promotions. In their advertisement, Nestlé mostly concentrate the tiny kids who will be the major part of our human population and milk and such kinds of Products are main requirement of enhancing ability in children that the reason Nestle launched Nesvita Milk product especially designed for youngsters because addition of calcium diets in routine diet graph is main necessity. To remind the consumers about the nestle, Nestlé also made some special system for sellers and keep them on the shops and when compared with other milk advertising companies jogging in the united states Nestle shows always attracting messages to seems customers that always drink milk but only I real form.



After thoroughly studying the reason why of occurrence of large numbers of competitors Nestle made a decision to re-launch it product with different new packing. It was a chance for Nestle to control the market in that a means that it will add. it's all the discrepancies such as scarcity, inflation based mostly pricings which given chance to the competitors to control the market.




Below the lines includes following mediums of advertisements.

⢠Direct mail to users

⢠Outdoor advertising

â¢Through Transit



It is any form of advertising present right to the newbies, this can be through the mail, fax, online computer services, sales personnel's, suppliers or other means somewhat than through traditional media.


Nestle issued postcards with their home and office people in the group of outlets and whole vendors. On different occasion nestle send them different type of post cards to construct long-term healthy relationships in order to add in adding the market share with their product


Leaflets/ flyers

Nestle has distributes various kinds of leaflets, which inform information about

Nestle Dairy food, at different outlet stores.

Folders / brochures

Nestle distributes brochures of the product with their users through internet to make sure they are inform of new inventions and products. This can help nestle in adding more customers.




Nestle expenses a huge share of these advert budget on the outdoor advertisement in Singapore, this includes

â¢Painted Billboards at different places

â¢MMT in various locations

â¢Vinyl Sheets found in public places

â¢Perform Rotary Plan Here is a good example of their billboards and rotary plan Nestle has hanged more than 500 billboards over the roadside. They may have put on different themes of them, which are presenting different situations where people are using real water. According to the NESTLE they perform heavy outdoor ad to aware people about the option of their product because it is something for which people never pre-determined plan to acquire it so to encourage them for the purchase of Nestle Milk Products they need to place billboards. Beside this they rotate the posters of their billboards after few months the reason behind this is that folks not involvement in those designs when they see it for a longer time so when they exchange them and place the new different the one that create the eye one of the people.


Transit advertising is a group of general population places out of home press that includes bus and taxicab advertising as well as posters on transit places, Bus terminals, and Screen at airports

. Types of transit advertising

â¢Inside cards in public areas transports

â¢External posters on Vehicles

â¢Terminal posters at various locations

â¢Taxi / bus wall space.

Nestle 2010 Creating affordable access to protein [online] Available from: http://www. nestle. com/CSV/CSVinAction/SlideShows/essentialprotein/essentialprotein. htm

Nestle 2010 NEWS RELEASE [online] Available from: http://www. nestle. com/MediaCenter/PressReleases/AllPressReleases/NovartisMedicalNutrit

http://www. nestle. com/Resource. axd?Id=602C42FE-04D6-4669-BEE1-1027492FE5E8

http://www. nestle. com/AllAbout/AtGlance/Introduction/Introduction. htm

Vanhuele, M. , Dreze, X. , (2002). Measuring the purchase price Knowledge Customers Bring to the Store. Journal of Marketing. 66 (dhs), 72.

Peter, J. P. , Donnelly, J. H (2004). Marketing Management: Knowledge and Skills. 7th ed. China: McGraw Hill Booklet Co. 145.

http://business. timesonline. co. uk/tol/business/movers_and_shakers/article6639144. ece?token=null&offset=12&webpage=2

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