marketing plan for Nestle TAPs.docx
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marketing plan for Nestle TAPs.docx
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marketingplanforNestleTAPs
Contents
1.0ExecutiveSummary1
2.0SituationAnalysis2
2.1MarketSummary2
2.1.1MarketDemographics2
2.1.2MarketNeeds2
2.1.3MarketTrends3
2.2SWOTAnalysis3
2.2.1Strengths3
2.2.2Weaknesses4
2.2.3Opportunities4
2.2.4Treats4
2.3Competition4
2.3.1CompetitiononProduct5
2.3.2CompetitiononDistributionChannel5
2.4ProductOffering5
2.4.1RawMaterialOffering5
2.4.2ProductsOfferedinKiosks5
2.4.3RelaxedEnvironment6
2.5KeysuccessfactorsofNestleTAPs6
2.6Criticalissues6
3.0MarketingStrategy6
3.1Mission6
3.2MarketingObjectives7
3.3FinancialObjectives7
3.4TargetMarkets7
3.5Positioning7
3.6Strategies7
3.7MarketingProgram8
3.8MarketingResearch10
4.0Financials11
4.1AnalysisofBreak-Even11
4.2SalesForecast11
4.3ExpenseForecast12
5.0Controls12
5.1Implementation12
5.2MarketingOrganization12
6.0References13
1.0ExecutiveSummary
Nestleisafamousglobalcompanyinfoodandbeverageindustry,ithasestablishedbranchinMalaysiain1912andgotalargemarketshare.Recently,NestleTAPs,underNestleProductsSdnBhd.,haslaunchedanewprogramwhichistosellicecreamthroughaninnovativemobilekiosk.Thisfirmintendstobuildabrandnamestandingfor“fun,chicandunique”.ThroughNestleitemsandmobilekiosks,NestleTAPsplanstoestablisharelaxedatmospherewherepeople,nomatterwhatagestheyare,cangathertochillout,relaxandenjoylife.
Insituationanalysis,itspotentialconsumerswillbedescribedinthreeaspects,whicharegeographics,demographicsandpsychographics.Inaddition,themerchandizeandkioskofNestleTAPsareabletomeetmarketneedsandtrends,thoughpeoplehavehigherexpectationforicecreamthanbefore.NestleTAPshasgotmanycompetitiveedges,suchasprovidinghighqualityfreshicecreaminsteadoffrozenonesandmarketingitsproductsinacreativemethod.Meanwhile,ithassomeweaknesses,suchastheamountofkiosksandpowerofpromotion.Furthermore,ithastofacethethreatsfromsubstitutesandcompetitors.Infact,itsbiggestcompetitorisWall’sintermsofproduct.Asfordistributionchannels,convenienceshopandsupermarketarethemainmarketplaceforpeopletobuyicecream.NestleTAPsplantofulfillthemonthlyrevenue------RM8,000foreachkiosk.Andalso,thisfirmintendstodeploy80piecesofmobilekiosksinwholeMalaysiawithinthreeyears.Inordertomakethisprogramsuccessfully,thisorganizationshouldkeepcostlowandadoptdifferentiationstrategiesthroughenhancingproductfeatures,improvingqualityofservicesandincreasetheaddedvaluestooutstandfromitscompetitors.Tobespecific,advertisingonsocialnetworks,usingbanners,adoptingemergingQRcodeanddeliveringleafletsarenecessaryforNestleTAPstodisseminate.Somepromotionscanbeintroducedtoincreasethesalevolumessuchasbuy1free1,givingsmallgiftsandrewardcards.Otherthanthese,theservicecanbeimprovedthroughsettingupWIFI,fixingchairandtables,providingbooksandplayingmusicandsoforth.Utilizingtheaboveapproaches,NestleTAPswillbesuccessfulandgofurtherinthefuture.
2.0SituationAnalysis
NestleTAPs,underNestleProductSdnBhd.,isanewmarketentrantinicecreamretailindustry.Thisfirmintendstoestablishabrandstandingfor“fun,chicandunique”forallagesthroughafreshandcreativemobilekiosk.Atpresent,marketingisverysignificanttothegrowthoftheconsumerbaseandthedevelopmentofbrandawareness.
2.1MarketSummary
AsNestlehasaccumulatedmuchmarketinformationthroughsellingvarioustypesoficecream,thisinformationwillhelpNestleTAPstounderstandconsumersbetterandpromoteitsdevelopment.
2.1.1MarketDemographics
TheprofileaboutthecustomersofNestleTAPsconsistsofgeographics,demographics,andpsychographics.
Geographics
⏹ThegeographictargetareaforthiscompanyisthewholeMalaysia.
⏹Thetargetedpopulationisgoingtobe30,000,000inMalaysia.
⏹Theweatherishotalltheyearroundinthiscountry.
Demographics
⏹Thereisnodifferencetohaveicecreambetweenmaleandfemale.
⏹Icecreamisatypeoffoodwhichissuitableforallages.
⏹Accordingtoresearch,peoplewhoarebelow30yearsoldconsumemoreicecreamthanothers.
Psychographics
⏹Consumerseaticecreamnotonlyforchillingout,butalsoforrelaxingthemselves.
⏹Peopleareabletoenjoylifebyhavingicecream,whichisatypeoflifestyle.
2.1.2MarketNeeds
NestleTAPsisgoingtoprovidethefollowingbenefitstomeettheneedsofcustomers.
⏹Relaxingenvironment.Nowadays,mostofpeoplestudyorworkunderheavypressure.ThroughNestleitemsandmobilekiosks,NestleTAPswillestablisharelaxedatmospherewherepeople,nomatterwhatagestheyare,cangathertochillout,relaxandenjoylife.
⏹Relievingheat.It’sveryhotallyearroundinMalaysia.Usually,continuoushightemperaturewillmakepeoplefeelthirstyanduncomfortable.However,Nestleicecreamcanhelpcustomertorelieveheatandfeelcool.
⏹Passionateservice.Customersareoftenattractedbypassionateservice.ThesalesmanofthemobilekioskwillbewelltrainedbyNestleTAPs.Heorsheisgoingtoserveforeverycustomerwithenthusiasmandsmiles.
2.1.3MarketTrends
●Freshicecream.Comparedtothetraditionalfrozenicecream,freshicecreambecomesmoreandmorepopular.Withtheimprovementoflivingstandard,peoplehavemorerequirementsaboutfreshicecream.
●Moreaddedvalues.Withthedevelopmentofeconomy,peopleoftenhavehighexpectationforproductsthanthepast.Intermsoficecream,customersalsowantmoreaddedvaluesbesidestheitemitself.NestleTapscanprovidemoreforcustomers,suchasfun,uniqueandrelaxedenvironment.
●Highqualityservice.Nowadays,moreandmorepeoplepayattentiontotheserviceprovidedbysalesman,ratherthanonlyproducts.Therefore,servicesplayanimportantroleinthesuccessofsellingicecream.
2.2SWOTAnalysis
2.2.1Strengths
⏹Qualityofproduct--------TheicecreamsoldismadebyNestlefactoriesinMalaysia.NestlehasprovidedqualitymerchandizestoMalaysiansmorethan100years.Nowadays,thiscorporationoperates7factoriesinthiscountry.Thequalityofitsicecreamisverygood.
⏹Brandawareness-------AlthoughNestleTapsisanewmarketentrant,theicecreamsoldbythiscompanyisfamous.FewpeopleinMalaysiadonotknowNestleicecream.Hence,undertheumbrellaofNestlebrand,thecostofmarketpromotioncouldbekeptinalowlevel.
⏹Pricing-------ThepricesofNestleicecreamaremoderate.Accordingtothemarketsurveyconductedbyus,thepricescanbeacceptedbythemajorityofpeopleinMalaysia.
⏹Distribution-------Theapproachofdistributionisfunandattractive.NestleTAPswillutilizetheinnovativemobilekiosktoselltheiricecream.ThistypeofmobilekioskhasneverappearedinMalaysianmarketbefore.Therefore,thismethodofdistributionisgoingtobeattractive.
2.2.2Weaknesses
⏹AmountofKiosk-------AccordingtotheplanofNestleTaps,thereareonlytwokioskstobelaunchedinitially.Theamountofkioskslaunchedisnotenough.Thatistosay,onlytwocannotgainenoughattentioninshorttime.
⏹CoverageofKiosk-------Duetoonlytwokiosksavailable,thecoverageofserviceislimited.Manycustomerswillnotbuyicecreamfromtheinnovativeandfunkiosks.
⏹Powerofmarketing---------Theforceofmarketingisnotenough.Asfarasweknow,NestleTapsdoesnotintendtoinvestmuchontraditionalmethodofmarketing,suchasTVadvertisement,andnewspapercommercial
2.2.3Opportunities
⏹Weather-------TheweatherisalwayshotinMalaysiaalmostallyears.Peoplelivinginthiscountryneedtodrinkoreatsomecoldthingsinordertorelievethehotweather.Thus,thisnationisahugemarketforicecream.
⏹NewMethod-------AsitisthefirsttimeforthiskindofmobilekiosktoappearinMalaysianmarket,thisapproachofdistributionwillbeattractive.Becausenocompetitorsusethiswaytosellicecream,thisisgoingtobeagoodchanceforNestleTapstoimpressiveconsumersandpromoteitself.
2.2.4Treats
⏹Lowbarriers-------Thismobilekioskiseasytobeimitated.IfthecompetitorsofNestleTAPsplantosellicecreambythesameway,therearefewbarrierstorestrictthem.
⏹Substitutes-------Therearealotofsubstituteswhichcaninsteadicecream.Forinstance,consumercouldbuycolddrinksratherthanicecreamwhentheweatherisquitehot.
⏹Distributionchannels-------Therearemanychannelstodistributeicecream,suchassupermarketandconvenienceshop.Consumershavemanychoicestogeticecreaminsteadofbuyingfromthekiosk.
⏹License--------Anothersignificantfactoraffectingthisbusinessisthedocumentsfromgovernment.Thereleaseoflicenseforthistypeofkioskmaybelimitedorneedtotakelongtime.
2.3Competition
2.3.1CompetitiononProduct
Accordingtoourmarketingsurvey,about30%customersthinkthatHaagen-Dazsistheirfavoritebrandoficecream,29%customerschooseWall's,andjust23%chooseNestle.Forthebrandoficecreamwhichisthoughtoffirstly,Haagen-Dazscovers41%,30%consumersbelievethatWall'swillcomeoutintheirmindfirstly.Hence,Nestleisthethirdmostwell-knownandpopularbrandtothemasses.Nevertheless,theirmarketsegmentsaredifferent.Haagen-Dazsisaimedtothehigh-endicecreammarket,whilethetargetmarketsofbothNestleandWall'sarethemassmarket,wherethepricesoficecreamarelowerthanHaagen-Dazs.Duetotheabovereason,themostpowerfulcompetitorofNestleisWall'sinicecreamretailindustry.
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