Nestle

14 Pages 3423 Words

MARKETING MIX

PRODUCT

Nestle company is currently the largest food company in the world. Traditionally, Nestle principal products are baby food, where the company currently leads the world baby food category with Wyeth. Nestle top baby food brand is Alete and Beba. For many years it has been quality and consistency that have set Nestle apart from it competitor.
Today, Nestle look at opportunity within their current businesses, which are within food industry. Nestle product therefore launched a range of new and innovative product under 10 categories which are baby food, dairy product, breakfast cereal, ice cream, chocolate & confectionery, prepared food, food services, beverages, bottled water and petcare and have looked towards entrance into new market.

New product development

There are 2 strategies in developing new product. That strategy is by modification of an existing product (renovate) and the development of new ones (innovate). In nestle, there are 2 ways in which new products can be added to the range of product. That is by

1. Externally. Nestle has acquired various brand names including Nestle Pure life company, Calistoga water company, Nestle Purina Petcare company, Nestle Food Service company, and other company. Nestle have launched a new range of bottled water, such as Perrier, Sanpellegrin and Vittel under Nestle Pure Life company. This has made Nestle become the leader in Home and Office Delivery (HOD) in Russia. The mineral water market is a very potential market in the world especially country that weather is hot and has problem in supply of water. This has been proving by the sales of mineral water take 9% of the total sales of Nestle Company.

2. Internally, by developing new products:

• Nestle company has launched a new range of product such as Nestle UHT milk, Nestle Slim milk, Nescafe Frappe- a blend of coffee powder, vanilla and mocha and Maggi prawn cubes in India. Nestle are able to ...