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MARKETING STRATEGY NESTLE.docx - Marketing strategy Nestle...

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Marketing strategy Nestle customer identification Nestle as a leading health, wellness and nutrition based company has been able to creatively identify its customer in the global market. Having been in operations for over 150 years, Nestle has continuously maintained a customer or market oriented production and thus availing products that meet the customers` needs. The food market, especially the area focused on nutrition and wellness is highly practised. This implies that it is highly competitive and any firm that seeks to maintain relevance, customer loyalty and a substantial market share must clearly identify its customers and devote adequate resources towards fulfilling the needs. Nestle has successfully maintained a close focus on the customer needs, identifying the gaps in the nutrition and wellness areas and producing strategically for the needs. Nestle has a variety of products targeting different categories of customers globally. Looking at the combination of product specifications, design, packaging and placement in the market, Nestle can be seen to have identified a segment market in each level of income. Nestle seeks to first address the nutritional need in the customers, thus produces a range of products with high nutritional values. The products range from consumable foodstuffs to drinking additives. Nestle has essentially identified the ever existent need among the target customers in consumption of foods with nutritional value. In addition, this has been emphasized through the nutritional value description on all its products that the customers are able to read and consider the need for purchase of the same.
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Nestle secondly seeks to meet the customers` needs in health related products. As a matter of fact, Nestle`s wide range of products carry a healthy feeding concern. The food market over time has been flooded with products that are not health conscious. However, over time as health awareness and lifestyle illnesses that are related to unhealthy feeding rises, Nestle has been able to capture its target customers` attention by delivering health conscious products. This has enabled Nestle to capture the modern customer need for healthy living through healthy feeding. Wellness focus is yet another aspect closely related to the health benefits associated with the products. Nestle has successfully maintained a brand of wellness, nutritional value and health in all its products, qualities that have enabled the company serve a diverse customer segment in the market. Customer identification for Nestle has been focused on health sensitivity, need for wellness and nutrition in food products and ultimately the relatively fair pricing ensuring affordability. Customers have continually been able to attach value to their Nestle purchases on basis of the key product elements at Nestle.
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