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Nestlé Marketing Segmentation Strategies

Nestle segments its markets using various approaches. It uses geographic segmentation to target different products to warm or cold areas. It segments demographically, targeting products like Cerelac and Lectogen to different baby and child age groups. Nestle also uses psychographic segmentation, targeting busy consumers with products like Nescafe 3-in-1. Its behavioral segmentation allows products like Cerelac to target benefits consumers are seeking. Nestle employs differentiated, concentrated and undifferentiated targeting strategies across its various product lines. It focuses on positioning through product, channel, image, employee and service differentiation compared to competitors.

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Praveen Tarkar
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42 views17 pages

Nestlé Marketing Segmentation Strategies

Nestle segments its markets using various approaches. It uses geographic segmentation to target different products to warm or cold areas. It segments demographically, targeting products like Cerelac and Lectogen to different baby and child age groups. Nestle also uses psychographic segmentation, targeting busy consumers with products like Nescafe 3-in-1. Its behavioral segmentation allows products like Cerelac to target benefits consumers are seeking. Nestle employs differentiated, concentrated and undifferentiated targeting strategies across its various product lines. It focuses on positioning through product, channel, image, employee and service differentiation compared to competitors.

Uploaded by

Praveen Tarkar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Marketing Segmentation

Approach of NESTLE

Presented By:
Muskan
MBA (1st Year)
INTRODUCTION TO NESTLE
• Nestlé S.A. is a Swiss transnational food and beverage company
headquartered in Vevey, Switzerland. It is the largest food company in the
world measured by revenues, and ranked #72 on the Fortune Global 500 in
2014
• Nestlé’s products include baby food, bottled water, breakfast cereals, coffee
and tea, confectionery, dairy products, ice cream, frozen food, pet foods,and
snacks.
• Nestlé has 447 factories, operates in 194 countries, and employs around
339,000 people. It is one of the main shareholders of L'Oréal, the world’s
largest cosmetics company.
Nestle’s product wise revenue breakup
MISSION & VISION
Mission Statement
“Positively influence the social environment in which we operate as
responsible corporate citizens, with due regard for those
environmental standards and societal aspirations which improve
quality of life” (Henri Nestle)
Vision
To be a competitive nutritional, health and wellness company. Lead
a dynamic and passionate workforce. Meet the nutritional needs of all
ages from infancy to old age.
Geographic Segmentation
• Nature: Nestlé Singapore segmented its market for
Nescafe Ice depends on the geographic weather: warm
hot and cold.

• Nescafe Ice: A coffee which may be consume with ice.


During warm season consumers making this coffee with
normal, chilled or cold water mixing ice cube to bring
freshness in their body.
Demographic Segmentation
• Nestlé segmented market area for its main products
based on the genration.
• For the products Cerelac, Lectogen, Koko Krunch, Nido,
Nestle divided the market area segment for new born
baby and children of different ages.
• Lectogen: Lactogen 1 is for babies less than 7 months
• Lectogen 3 Is for babies below 12 months
• Cerelac: For under 1 year baby
• Nido: For children of 2 year
Psychographic Segmentation
• Life style and personality: Nestle provides KIT KAT these
people who really want to enjoy chocolate.
• Nescafe 3 in 1 is for exclusively those customers who are
really busy and do not have enough time. They can save
their time by taking Nescafe 3 in [Link] the things sugar,
milk, and coffee remain mixed.
Behavioral Segmentation
• Based on benefits Nestle segmented their market in an
efficient way. So they make available Cerelac for those
customers who want more profit from the product. Cerelac
includes a high nutrition for baby’s whose age is less than
1 year.
• Two very important things rice and milk remain added in
cerelac. On the other part, cerelac includes vitamin, more
mineral and all major useful nutritious elements for babies.
Target Marketing Of Nestle
• Undifferentiated:
Nescafe 3 in 1 * Maggi noodles * Kit Kat
• Differentiated:
a) Koko Krunch, Nesquick: Chocolate milk who want to get taste of
chocolate.
b) Nescafe Ice: Cold coffee for the people in hot weather.
• Concentrated:
Nestlé specializes in producing baby foods
Positioning Strategy Of Nestle
• Product Differentiation: Nestle brings a lot of product for
target different customers. As they provide 25 types of minerals in Nido for
children.
• Channel Differentiation: Nestle reach their products to the customers through
their expert market salesman and transportation. So that their products are
much available to their respective customers.
• Image differentiation: Nestlé’s logo is totally different from its competitors that
are greatly accepted by its customers.
• People differentiation: Nestle has a large number of employees that are
highly educated and trained.
• Service differentiation: better service for its respective
customers from its competitors, 24 hours hot line service
Thank
You

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