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Segmentation . Targeting . Positioning Analysis on

Nestle (Good Food Good Life) Presented By :- LUV JANDIAL Roll no. :- 32-MBA-16 Submitted To :- Dr. Alka Sharma

REASONS FOR CHOOSING THIS PARTICULAR MENT  PART OF INDIA'S LIFE FROM 100 YEARS  SHOWS NESTLE AS A PART OF EVERY CELEBTRATION & FESTIVAL  SHOWS JOURNEY OF NESTLE FROM FREEDOM OF COUNTRY TO BUILDING A NATION  PROVIDING CARE AND QUALITY WITH FEELINGS AS ‘MOTHER TAKE CARE OF HER CHILD’  SHOWS NESTLE AS A PART OF OUR DAILY LIFE BY PROVIDING CHOCOLATES ,BEVERAGES ,PREPARED DISHES TO COOKING AIDS

PRODUCTS OF NESTLE Milk products, nutrition and cream products 1) Nido 2)Nespray 3) Carnation

Beverages 1)Nescafe 2)Nesquik 3)Nestle Aquarel Cooking aids 1)Maggi 2) Maggi sauces 3)Maggi soups Chocolates 1) Kitkat 2) Munch 3) Milkybar

MARKET SEGMENTATION •GEOGRAPHIC : Weather Nescafe Ice: Summer Nescafe Classic: Winter

•DEMOGRAPHIC : AgeLectogen: 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

OccupationNescafe Classic: For those who work hard

IncomeNestle segmented their market based on customer's earnings in an effective way

MARKET SEGMENTATION PSYCHOGRAPHIC SEGMENTATION: • Nestle provides KIT KAT these people who really want to enjoy chocolate. • Nescafe 3 in 1 is for exclusively those customer’s who are really busy and do not have enough time.

BEHAVIORAL SEGMENTATION Cerelac: •For those customers who want more benefits from the product. •Cerelac contains vitamin, mineral and all nutritious elements for babies

TARGET MARKETING UNDIFFERENTIATED: Nescafe 3 in 1 * Maggi noodles * Kit Kat DIFFERENTIATED: Koko Krunch, Nesquick: Chocolate milk who want to get taste of chocolate Nescafe Ice: Cold coffee for the people in hot weather. CONCENTRATED: Nestlé specializes in producing baby foods

POSITIONING STRATEGY • Product differentiation: Nestle brings a lot of products for targeting different customers. As they provide 25 types of minerals in Nido for children.

• Channel differentiation: Nestle provide its products to the customers through its expert market salesmen and transportation. So that its products are available to the respective customers.

POSITIONING STRATEGY • 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