ENHANCING THE MARKETING PLAN

Enhancing the Marketing Plan

Enhancing the Marketing Plan+

Q1. Discuss the company's competitors, and the strengths and weaknesses of each.

There are local companies that currently compete within our niche market. The Nestle milk powder has been part of the international community since it was first founded in 1866 marketing it in 130 countries across the world. Nestle has retained the status as a winner company who “thinks globally but acts locally”. Not only has Nestle succeeded in the bringing Nido, they have also taken strong leads to influence nutrition, health, and wellness. The Nestle milk powder can remain competitive within the global market while continually working with a failing economy through utilizing their USP's and described strengths. The milk market is segmented into the country in liquid milk (which need refrigeration and are found in cartons, plastic bottles and Tetra), pasteurized milk and milk powder. The powdered milk segment is the most widely consumed at the house and tend to increase with decreasing socioeconomic status. 63% of consumers consume powdered milk, while 3% consume only liquid milk and 34% purchase both for home consumption. According to consumer surveys, the reasons for utilization of milk powder will focus on excellence in 28% of respondents, 23% of the nutritional value and flavor by 19% and 10% by implementation of such products.

Strengths:

Mark of global recognition

Nestlé recognized as high quality products.

It features the company's offices in the country.

Product Features

Ease of preparation

Weaknesses:

Grocers distribution levels

Current range of products and sizes available to consumers

Levels of advertising spend

Perception of the product by potential consumers

Q2. Discuss how you plan to differentiate your company from the closest competitor offering the highest quality in the product

Penetrate the consumer's mind and leave an imprint brand should be the goal of Nestle's marketing department, but that destiny has different ways, and one of them is to associate the brand image of quality, so that just think it. There are customers who want the best and only the best, and if Nido milk takes captive customers and make the customers addicted to the brand could be entitled as the highest quality brand.

Innovation

Nido have adopted the innovation approach to haunt their competitors down because they have assumed it as one of its competitive advantages, and if we put a name to this concept, Sony is one brand that could be said to have adopted this principle more regularly over time. If the customer, perceives that the brand is continuously releasing products that are a step forward, associates, and reinforces it against competition. In order to make innovation possible, there must be a research conducted: (Slatter, 1990, pp. 309-317)

Periodic surveys to measure improvements in shelf space and consumer perception and product levels.

Purchases of market research.

Low Cost Leadership

The cost leadership strategy requires:

Aggressive construction of facilities in milk powder that is capable of producing large volumes in an efficient.

A vigorous effort to reduce costs, the effect of the experience curve

Rigid cost controls and indirect costs.

Cost minimization in R & D, services, sales force and advertising

The ...