Table of Contents
Executive summary
The objective of this report is to come up with a one-year marketing communication strategy for the extension of a brand. The new organic yogurt will be differentiated from the traditional yogurts that are processed from dairy products such as milk, the amount of calories in the yogurt will also enable the product to target a particular faction of the market that is more conscious about their health whenever they are choosing a product to consume. In the first phase of the marketing plan, we perform a situational analysis of the micro and macro environmental factors with the aim to gather information on the product background. PESTLE and SWOT analysis will be used to analyse the macro and micro environment respectively. The second phase of the plan will perform market segmentation to select the faction to target
Introduction
Nesquik is offering an organic, healthy dairy free drinking yogurt that can be consumed while one is on the go or as an alternative to a meal. It is mostly designed for a younger population and consumers who are lactose intolerant or who suffer various allergies related to milk product, an aspect expressed by the ingredient of the product as well as the overall composition of the product.
Rationale for the composition
The younger population have nutritional needs that are a bit different from those of adults. They require more calories but not exceeding 1200 per day, more iron, folic acid and class B vitamins (Tahmeed Ahmed, 2012). The composition of the new product considered all the nutritional needs of the younger population and developed a product that would deliver all these nutrients.
Ingredients
The ingredient composition of the drink includes:
Water, soya beans (7.9%), sugar, calcium, stabilizer, acidity regulators. Sea salt, antioxidant and yogurt cultures
The new brand
The new brand is an extension of Nesquik Nestle. The company is a multinational foods and beverage manufacturer with its headquarters in Switzerland. The company has over 2000 brands and operates over 197 countries all over the world. On the 31st of December 2015, the company recorded over $92,62 billion for that financial year (YCHARTS, 2016). The currently the company operates 12 segments of the consumer products this includes soft drinks ice cream, pet food among many other.
Environmental analysis of Nesquik
Macro environment
The analysis of the macro business environment is often conducted with Pestle strategic analysis tool. PESTLE is an acronym for Political, Economic, Social, Technological, Legal and Environmental factors that might influence a business (Team FME, 2013, p. 1). This tool takes into account various market dynamics and forces that influence the industry of a particular product.
Pestle Analysis of Nesquik
Political factors
The political atmosphere in the United Kingdom has been conducive for quite some time. This has enabled the businesses to operate without any fear and worries to add to this on the global market perspective there are stable governments in the emerging economies this allows for globalization and other internationalization processes thereby increasing the businesses market share across the globe. However, the Brexit has led to low investment in the United Kingdom as the investors fear for losses that might result.
Economic factors
The United Kingdom has seen tremendous economic growth over the past decade this has included low unemployment rate of about 7.8%, with an economical budget deficit of only 7% this combined with various factors such as the awareness and knowledge of the changing levels of inflation, economic growth rates and the changing level of incomes in the economy has made the population more conscious about the products they consume more than ever before. However, one of the biggest economic worries in the United Kingdom is the rising costs of raw materials as well as getting a permanent source that will ensure a steady flow of raw materials to be used for various production activities in the economy.
Social factors
The current consumers are more concerned about their health than the costs of the products they purchase. The concerns of the consumers have been mostly on balance diets and reducing dangers that are associated with sugars that often leads to diabetic diseases such as hypoglycemia and diabetes. The changing lifestyle of the majority of the consumers also impacts their consumption patterns this includes the promotion of family time by ensuring that families share a meal together impacts on the consumption of the product. To add to this factors, the knowledge of the consumer’s behavior in the UK markets has enabled Nesquik to develop a more personalized strategy to the marketing of their products in the economy
Technological factors
The advent of technology has greatly improved the interaction between the firm and the consumer. For instance, the use of social media platforms such as Facebook, twitter, Instagram has enabled the firm to interact with the consumers one, on one and therefore they can get immediate feedback that can then be used in improving the experience of the consumers. Technology has also promoted innovation in the industry this can be seen with the changes in the packaging of the products as well as the modes of sales of the products that are produced in the market. Technology has also fuelled the use of electronic commerce in the management of the of supplies as well as in the distribution of the products
Legal factors
The changing global rate of nutritionally related diseases has led to the development of regulations that help in the ensuring that the food products offered are safe and healthy to worlds population (Hey & Taylor, 2017). To address this issue, various nations in the world have tightened all regulations ranging from the ingredients to the labelling of the food products correctly to provide the consumers with the right information about the products that are being offered or sold to the market. This trend is common in various western nations and is constantly being adopted by various nations across the world. This, therefore, calls for Nesquik to ensure that the product they offer meet the minimum requirements by the government as well as other urgencies in the food industry.
Environmental factors
With the current level of global warming, the consumers are becoming more and more concerned with the conservation of the environment more than anything else. This has therefore called for the use of clean energy in the processing plants this is also reinforced with the need use reusable and recyclable packaging. There is also need to conduct an environmental impact assessment on the new products that are yet to be introduced into the market to establish what the impacts may be and how to ensure that these impacts do not cause any negative impacts to the environment.
In a nutshell, the external environment of Nesquik will play a critical role in ensuring that the products of the company sell well. The economic factors of the external environment will enable the company to achieve high sales annually, the social factors such as the health and nutrition concerns will enable the company to ensure that goods they provide are of high quality and of great nutritional benefit to the consumers the legal environment will ensure that the business runs within the stipulated rules and regulations
The internal factors
This analysis is conducted with the SWOT tool with is an acronym for Strengths, Weaknesses, Opportunities, and Threats. This tool is often used to present the firm’s resources and capabilities which further can be sharpened to serve as a tool for the competitive edge of the business
Strengths
Nestle-Nesquik company has strong cultural values that go down to the company’s integrated approach to business and their dedication to their stakeholders (Schein, 2010). The businesses current position in the globe is supported by three key components of business; quality leadership, customer satisfaction and the sustainability of the business. The long-term corporate responsibility has also greatly promoted the business both in the local markets as well as the in the global markets. Nesquik has a diversified brand portfolio ranging from snacks to various dairy yogurt products this has led to the recognition of the brand all over the world. The company’s reputation has been estimated at seven billion dollars, and their consumer-based approach has promoted brand loyalty as well as the trust for a very long time. This factors combined with the strong cohesion of the employees has promoted high levels of job satisfaction and the commitment of the employees in the work they do.
Weakness
A number of the products that are manufactured with Nestle a parent company to Nesquik have been critiqued over the nutritional value of their products as has been openly accused of increasing infant obesity. The company also received be negative publicity in the past in what was referred to as the baby milk scandal speculative analysis indicate that the scandal still exists. To add to this the consistency and the stability in the various company functions such as the global supply chain. There is also the need for the international standardization by the company to enable it to operate without any hitches in diversified cultural backgrounds
Opportunities
There are opportunities for the business to expand and operate at the global scale, this can be achieved by expanding the markets for the company to reach a global scale with the main focus on the BRIC economy which will soon be an economic power in the world. The company also needs to trump competition by developing capabilities that cannot be easily imitated by the other competitors. Additionally, the company can promote the integration of various functions to gain more control over the supply chain of the business. Lastly, there is the need to develop more innovative distribution and supply channels
Threats
The ever changing prices of raw materials have greatly influenced the ability of the firm to sustain the prices of the commodities in light with the greater responsibility to the consumers and the shareholders. The competition is the market greatly influences the performance of the company. The availability of substitute products is also a threat to the new brand.
The SWOT analysis shows various strengths of the firm which gives them a competitive edge over their competitors. The analysis has also indicated some of the negative internal factors such as the availability of alternative products in the markets, this, therefore, calls for innovative designs of the new products that result in a competitive edge over the various products that could be provided by the competitors
Marketing strategy
To be able to develop an effective marketing strategy, the STP process was used in the analysis of the market. The process begins with the segmentation of the market, then the targeting of the various class of consumers and finally the positioning of the market (O’Guinn, 2011). The first stage of segmentation enables marketers to build a portfolio for various consumers with common wants, needs, and characteristic (O’Guinn, 2011). In the case of the healthy dairy free drinking yogurt, the segmentation was done from Demographics, socioeconomics, psychographic and various situations.
The demographic base of segmentation mainly looked at the age and gender of the consumer. The dairy free healthy drinking yogurt mainly targets children and adults. Parents have become more and more concerned with the nutritional needs of the children and therefore ensures that the products the children consume have the right nutritional composition. The adults in the UK are mostly busy and therefore they are the best clients for product, their busy schedule and their strong purchasing power enables them to have a higher financial muscle that enables them to consume the product the product also mainly targets the female population than the male population since the females are more health oriented. The other basis for the segmentation of the market is the socioeconomic basis. The socioeconomic basis mainly majors on occupation and of the consumers. The product is mainly targeted students and the employed individuals considering the products premium prices. The other factors for segmentation include the nutritional value of the product and health and wellness. The convenience for the consumption of the product is the other factor as it can be consumed by the people on the go.
Market targeting
With the help of the environmental analysis on the UK markets and the analysis of the market segmentation decisions about the target markets can easily be deducted. The target market includes the female population in the market, and this is due to the various nutritional needs of the ladies as well as the health concerns of the female population making them the best market for the products. The individuals targeted also belongs to the 18-24 age bracket who most often are students who still get financial as well as other consumption influences from their parents and guardians making them the best people to be sold for the products at premium prices. The targeted market also includes various parties that are concerned with their well-being as well as those individuals who look for alternatives to the food products they consume.
Positioning
The purpose of positioning the Healthy Dairy Free Drinking Yogurt is to enable it to be viewed by the target market as a product that has been crafted to address their various needs. The brand needs to appeal to the consumer’s emotions as well as loyalty. To understand the concept better the VRIO framework has been used to demonstrate the positioning of the products (Jurevicius, 2013).
V-value
The product offers the value for the money by offering both nutritional and health needs of the consumers as well as making it easier for consumption especially for individuals who are always on the move.
R- Rare
Unlike most of the existing drinking yogurt in the market, the Healthy Dairy Free Yogurt is rare since it does not use any dairy products thereby making it convenient for the population that is lactose intolerant and people suffering from various allergies that are related to dairy products. The product is also rare thereby giving it a competitive advantage over the market competitors
I – High imitation cost
The formula for the yogurt is not easily imitable and is protected under the intellectual property rights thereby blocking competitors who might attempt to emulate the product
O – organized to attract value
Good organization by the manufacturers in the company enables the firm to ensure a steady flow of products into the market
The products Unique selling points (USP) include supermarkets on the food stalls section, soft drinks, and beverages selling point.
Marketing campaign
Due to the nature healthy dairy free yogurt there is little or no involvement in the purchasing decisions of the consumers, the campaign message, the promotion of sales as well as the packaging of the drink will be fundamental to the success of the campaign the objective of the campaign is to promote the brand and achieve stronger brand loyalty while at the same time holding the image of the company. Considering the segments of the market, the campaign will use three major medium; first the use of Instagram social media campaign, television adverts and lastly snap adverts mainly by athletes bloggers and influencers.
Instagram campaign
Instagram is a social media platform that mainly major in the sharing of images as well as videos. The social media platform has constantly grown in regards to its popularity since its invention (DeMers, 2016). The platform currently has over 500 million users from all over the world stagnating closely to the largest social media platform Facebook this, therefore, provides a huge marketing opportunity. The majority of the users of the platforms are between the age of 17-24 there by making it fall within the targeted market segment. The campaign in the platform is also very economical.
Television adverts
Television adverts are one of the most effective advertisement techniques that reach a considerably larger population within a short period; however, this technique is expensive, and therefore the adverts are often scheduled for a particular period and can only run up to a few minutes of the airtime. The use of athlete influencer is also an effective means of campaign as it allows the point on the health and nutritional benefits of the product to come out more clearly this enables the firm to send out its message strongly to the population that has been targeted
Conclusion
In conclusion, the success of any product mainly depends on the communication campaigns. As demonstrated in the report various tools are used in the analysis of the market environment to determine the most appropriate channel of advertisement and product communication. The communication plan indicates various factors that are considered when designing a brand communication technique due to the targeted market the most appropriate channels of communication include the use of Instagram, television adverts and snap adverts these channels will enable the product to reach a considerably large population.
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