An Analysis of the Marketing Concept of Nestle

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Introduction Nestle is the world's leading nutrition, health and wellness company and its mission of "Good Food, Good Life" has for objective to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night (Nestle, 2010). Having more than 450 manufacturing facilities in over 80 countries spreading over six continents (Mattera, 2010). Nestle believes that food and beverages play an increasing role in people's lives, not only in terms of enjoyment and social pleasure, but also in terms of personal health and for nutritional reasons (The World of Nestle, 2006). 1. Identifying two examples of marketing concept in Nestle Before any…show more content…
(b) Focussing on nutrition, health and wellness. Keeping in mind Nestle's mission of 'Good Food, Good Life as the core element of its marketing concept, Nestle has strategically focussed and applied much nutritional expertise to its products in order to make better food so that 'more and more people live a better life' (The World of Nestle, 2006). In this respect, through research and development, the company has created products that combine 'great taste with nutritional benefits'. Examples are Dreyer’s Slow Churned and Häagen-Dazs Light ice creams now made with half the fat and a third fewer calories than before and the use of sugar free products in many confectioneries, like Kit Kat light and Polo, which still goes with the idea of keeping the same taste (The World of Nestle, 2006) or Resource Senior Activ nutritional drink for aging adults to prevent weight loss and to maintain independence and cognition, or even the use of probiotics strain (Nestlé LC1) (Lactobacillus johnsonii) to help control gastritis in infants (Nestle Good Food, Good Life, 2010). 2. An analysis of Nestle Micro and Micro environments Blythe (2005) explains that an organisation's external environment consists of two types: the micro- environment, and the macro-environment. The micro-environment is made up of

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