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Study On Nestle Singapore Pte Ltd Marketing Essay

Nestles appealing to providing quality products to Singapore people. dates back more than 90 years ago trading MILKMAID condensed dairy by Anglo-Swiss Condensed Milk Company.

After the some years it has been provided in Singapore for Singaporeans, Nestlé has earned the trust of Singaporeans for being a food manufacturer with the utmost safeness and quality dimension with this products.

Nestlé started its business and operation in Singapore in 1912 and has become successful in this country, largely as a world wide web consequence of its operating guidelines. These seek mainly to:-

Offer Singaporeans the mainly basic safety and quality way of measuring inside our food and beverage products in Singapore.

Nestle Applied the most new and up-to-date move forward technology and its own accounted science-based experienced in the produce of milk foods.

Nestle takes its broad responsible spouse as a commercial resident member by supply in community and social projects that contribute to the speedy development of the united states.

Nestlé brands are household names in Singapore and incredibly well-known company. Included in these are MILO, NESCAFÉ, MAGGI, NESTLÉ NESVITA OMEGA PLUS ACTICOL, Package KAT, PURINA, FRISKIES and many of other market challengers' in their product categories.


Executive Summary

Nestle is global company of dairy food and nourishment, chocolates', beverage, catering and many type of confectionary goods. It has its an incredible number of customers worldwide. Today Nestlé Singapore Small is on good situated to expand through its business insurance policy of constant development and renovation, concentrating on its center competencies and commitment to raised and high quality, with the aim of availability to the best quality food to the folks of Singapore. Inside the report we've brought a conversation about the marketing segmentation of Nestle, their marketplace and placement strategy in Singapore. Just how Nestle decides its different primary customers different needs with a much better way and how it satisfies its consumers by creating increased facilities by the combination of different products or marketing mixes is shown in market segmentation of Nestlé. In the part of market targeting we've speaking how Nestle have made many sections and decided to expand their entire business entirely Singapore. In the last part of the we have communicating how Nestle open to the clients point more Efficiently and effectively assessing with the other manufacture opponents in the highly challenging food& drink market of Singapore by making differentiation of target Users and customers.

Nestle is the largest diet and foods company in the world, set up his headquarter in Vevey, Switzerland. The journey of Nestle starts with Henri Nestlé developed the first milk food for early in 1867, and saved the life of an neighbor's child. This man makes a food for the infant babies who are not able to take mothers feed may use food as an alternative food. Henri Nestle still left his job in 1875 however the company was heading on a high speed. Inside the coming year the Nestlé company unveiled condensed milk, so the company became direct and strong competitors. After that the company was signed up with in 1905 with the a business named Anglo-Swiss Dairy company which was proven by two brothers known as George Page and Charles Webpage. The company reenter significantly during the First World Warfare though it show up in debt, a banker provide service and make it to reduce its debt. After the Second World War, the company eventually increased its providing beyond its firsty condensed dairy and infant method products. The 1920s saw Nestlé's first development into new products, with chocolate the company's second major important activity. Nestlé noticed the effects of World Warfare II immediately. Profits reduced from US$200 lakhs 1938 to US$60 lakhs in 1939. But after the World Battle II was the starting of an dynamic period for Nestlé. Expansion speeder and companies were considered. At this time the company works in 86 countries round the world and hired manpower around 283, 000.

Theoretical Consideration

Marketing Strategies:

The Strategic plan supplies the company's overall objective and aim and new hpopes to achieve company's views. Through market segmentation, concentrating on and positioning the business will take decisions which customers it will provide and exactly how. The business also makes designs a marketing mix made up of factors under its control product, price, place, campaign.

Strategy of Nestle in Singapore:

Nestlé's required strategy is to pay only the developed region of Singapore.

That's why they are simply doing their activities in main and metropolitan towns of Singapore. They want to put babies and children healthy and ensure their sufficient diet. That is why main and large range of their products are baby milk food products. In addition they target modern generation to build a strong relationship by providing various eatable products. In the information, we are going to point outs of Nestle is to section, target the potential customers and to positioning of their profitable products. Their segmentations, targeting, positioning process are given below. Nestle want to improve customers toward their products.

That's why they may be offering new products regularly. In addition, they provide many interpersonal competitions for babies to travel their mindset. On this report we want to target of Nestle Singapore is to section, focus on the major customers also to position of their profitable products. The relevant information is listed below:-

Market Segmentation:

The marketing theory asks for understanding customers' requirements and gratifying their requirements and needs much better than others do. But many customers have different requirements and it scarcely chance to satisfy all customers by dealing with them same exactly like. Market segmentation is the searching of helpings of the market that are different from other. Segmentation provides the organization to good satisfy the needs of its major customers.

1. Clearer knowledge of certain requirements and needs of determined customer organizations.

2. Far better positioning in this place.

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

Bases for Segmentation:

Users markets can be segmented on the basis of these customer characteristics.

1. Geographic area

2. Demographic area

3. Psychographic area

4. Behavioral area


Nature: Nestlé Singapore segmented its market for Nescafe Ice relies on the geographic weather: warm hot and cool.

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

Demographic Age group:

Nestlé segmented market because of its major products based on the genration. For the merchandise Cerelac, Lectogen, Koko Krunch, Nido, Nestle divided the marketplace portion for new delivered baby and children of different age range.


It is nourishing milk specially makes for children 24 months onwards. It offers 25 minerals and supplement D which helps child's development.


: Nestle provide cerelac for new aged baby. It includes milk and grain mixture for under one year's baby. It fulfills baby's proper nourishment in foods.

Nesquick, Koko Krunch

: above are delicious chocolate milk for infants. Nesquick and Koko krunch contain child's required development. It's very great and delightful and also includes vitamin protein, nutrient.


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


: Nestle segmented their market based on customer's income in an effective way.



: Nestle segmented the market according to their user's occupation.

Nescafe classic

: The product is perfect for that kind of individuals those who work active and hard and requireds more freshness. Both the male and feminine who need more caffeine which kind of needs Nescafe antique is for them.


Life style and personality: Nestle Singapore provides Package KAT these customers who really want to taste and enjoy chocolate. Nescafe 3 in 1 is made for exclusively those users and customers who are really ingaged in activity and do not have significantly more time. They can use by taking Nescafe 3 in 1. All the things are mixed sugars, milk and espresso.



Based on benefits Nestle Singapore segmented their market in an productive way. So they provide Cerelac for those customers who would like more benefit from the product. Cerelac includes a high nourishment for baby's whose era is significantly less than 12 months. Two very considerations rice and dairy remain merged in cerelac. Alternatively, cerelac includes vitamin supplements, mineral and all healthy elements for newborns.

Target Marketing:

Market segmentation shows the firm's market opportunities. Then the firmsort market targeting by evaluating the countless types market sections and deciding which and in which quantity segments it will target.

Nestle evaluated the many market segments based on portion size and growth, segments, structural elegance, and Nestle aims and resources and decided to introduced their operation entire of Singapore country. Nestle distributes their target market because of having unique requirements and wishes. Nestle Singapore determined their marketplace into two market coverage insurance plan:


: Nestle also choose the differentiated marketing. He provides different product for many segments based on different ages, job, season and weather of Singapore.

Nescafe 3 in 1

: Coffee for folks who are busy in life.

Koko Krunch, Nesquick

: Chocolate milk who wish to get flavor of real delicious chocolate.

Nescafe Ice

: Cold espresso for the client in hot and the sunshine.


Through focused marketing, Nestlé received a solid market position due to its very good understanding of consumer need.

In theniches it will serve and special reputation it acquires. Nestlé focuses on producing baby foods. It provides nutritious milk natural powder Lectogen 1 for infants whose years is less than 7 a few months and lectogen 3 for newborns whose time is not exciding 12month. It also offers baby diet cerelac for baby more than a year.

Positioning Strategy:

By creating product, service, route, people and image differentiation Nestle arrives the consumer touch point more easily, effectively & proficiently in evaluating with other competitors in the highly competitive food control market.

Product Differentiation

: Nestle brings a a lot of product for aim for customers.

They feature 25 types of minerals in Nido for children.

It also provides Cerelac and Lactogen 1 &3 for recently born baby solely.

Now the doctors says the products for child's with their parents for great & maximum nourishment Nescafe is a product which consists of 4 types of categories. They provide Nescafe glaciers for hot and the sunshine, They offer Maggi including Maggi instant; Maggi 2 minutes which include and contain various vitamins, supplements and nutrition's.

Channel Differentiation

: Nestle reach their products to the customersthrough their experienced market salesman and travel. To ensure that their products.

are much easy to their customers.

Image differentiation

Nestlé's logo is completely not the same as others rivals that are greatly selections by its users.

For because of this customer easily choose them in the market which is another effective benifits for Nestle.

People differentiation

Nestle has a large range of manpower's that are highly informed and trained. In Singapore, 400 employees are employed in market Company chairman; They can be running this business efficiently for a long time.

Service differentiation

Another advantage for this company is way better service because of its particular users from its opponents. They provide 24x7 hot line service. Top quality checking is providing for its customers. Its marketing dept. and open public relation dept. are working for finding out customer's new needs and response toward their nestle products.

Positioning Assertion Baby Products

To babies who are deprived of proper nutrition, Nido, Cerelac, Lactogen will be the very nutritious milk Product that give you more nutrition other than some other brand because these includes different types of vitamin, nutrient etc.


GOOD FOOD once and for all LIFE


The arrival of consumer food products has taken an enormous change in the field in the consumer's food behavior. Nestle did 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 contributes to good business development and good development. It includes segmented the marketplace based on certain clustered preferencesdeploying multi-stage segmentation approach to meet individual requirements of the clients. Offering completely new products would also close its old products spaces to a great extend guarantee satisfaction and loyalty. In our record, we try to present the segmentation, goal marketing and placement strategy of Nestle and suggest some tips predicated on the marketing process.


IMC Stratgies


Promotion activities perform a major role in re-launching any product. Addition in marketplace is possible by personal offering. It adds people in small stores identify the benefits to important customers about need for dairy in standard loaded form. Awareness executes the most crucial role. They must style housewives on many places. Because they are the main servers of such kind of nutritional diets to their associates of family.

There are extensive promotional methods like personal sales, advertisement's, sales campaigns, pr etc. but the method accepted by Nestlé for producing Nestlé UHT Dairy was advertising, outside imprinted media for advertising like, hording mother board, newspapers, posters outdoor etc. Nestlé discovering the old customer of the imported brands and potentials customers via its advertising promotions. In their advertising campaign, Nestlé mostly concentrate the tiny kids who will be the major portion of our population and milk and such varieties of Products are main requirement of enhancing potential in children that the reason why Nestle launched Nesvita Dairy product especially created for younger children because addition of calcium mineral diets in regular diet chart is main necessity. To remind the consumers about the nestle, Nestlé also made some special system for suppliers and hold them on their shops and when compared with other milk retailing companies jogging in the country Nestle shows always bringing in messages to seems customers that always drink milk but only I real form.



large range of competitors Nestle can take decisions to re-launch it product with different new packing. It was an opportunity for Nestle to control the market for the reason that a means that it will expose. it's all the discrepancies such as scarcity, inflation based pricings which given opportunity to the competitors to regulate the marketplace.




Below the series includes following mediums of advertisements.

⢠Direct email to users

⢠Outdoor advertising

â¢Through Transit



It is any form of advertising present straight to the newbies, this may be through the email, fax, online computer services, sales personnel's, stores or other means rather than through traditional media.

Leaflets/ flyers

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

Nestle Milk products, at different outlets.

Folders / brochures

Nestle distributes brochures of these product with their users through internet to make sure they are notify of new research and inventions and products. This helps nestle in adding more customers.




Nestle expenses a major share of the advertisements budget on the outdoor advertising campaign in Singapore, such as

â¢Painted Billboards at different places

â¢MMT in various locations

â¢Vinyl Sheets positioned in public places

⢠They have got put on different themes of these, which are delivering different situations in which people are using real water. According to the NESTLE they perform heavy outdoor advertisements to aware people about the existence of the product because it is something for which people never pre-determined plan to acquire it in like manner encourage them for the purchase of Nestle Milk Products they have to place billboards. Beside this they rotate the posters of these billboards after some a few months the explanation for this is the fact that users not interest in those themes or templates when they view it for a bit longer so when they exchange them and place the new different one which create the interest one of the people.


Transit advertising is a type of public places out of home advertising which 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 walls.

Nestle 2010 Creating affordable usage of health proteins [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 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 Publication Co. 145.

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

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