Marketing Mix Of Nestle Organization

Marketing Mix Of Nestle Organization (Armstrong and Kotler, 2001) â€Å"The Marketing mix is a set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market†. This is mainly used by organizations to increase the demand of their products in the market by understanding the customer wants (Jobber, 2001). Most of the marketing practitioners regard marketing mix as a tool for transaction marketing and the archetype for operational marketing planning. (Gronroos, 1994:347) Elements of Marketing Mix (Armstrong and Kotler, 2001). MANAGING THE MARKETING MIX Customer Wants Marketing Mix Variables Managing the Marketing Mix (Baker, 1999:302) The above figure describes how a company could by research and successful adaptation can understand and develop products to match the customers requirements. According to Baker (1999: 303), by understanding and matching the needs of the customers efficient management of marketing mix is possible. COMPONENTS OF MARKETING MIX-Impact -Positive and Negative PRODUCT Kotler and Armstrong (2001) define a product as any entity that can be offered to a market by a company for attention, acquisition, consumption or use that might satisfy the needs of their customers. Product Mix Product mix is the total range of products that are manufactured by a company. The major aspects to be considered in product mix are explained below. Variety: Nestle offers a wide product mix that comprises of food, health and nutrition products to meet the customer needs. Nestle offers its products in the following categories: Bottled water, Baby foods, Breakfast cereals, Chocolate and confectionery, Coffee, Dairy products, Drinks, Ice cream, In the Kitchen, Nestle Professional, Nutrition and Health, Pet care. Quality: Nestle is well known for the quality and taste of its products. Nestle Believes that â€Å"Success is built on Quality†. Design: As its variety range, Nestle also has a greater range of design. Nestle make sure all their new products look different and attractive. Features: Nestle have made sure that all their products have special features to make it more attractive to the customers. For example: In case of their ice creams, they have tried to include the special feature that is the low fat and sugar content. Brand name: A strong brand name is important for both the company and the consumers as it adds to the value of the company, differentiates the products from those of its competitors and affects the consumer discernment of the company (Jobber 2007:328). A strong brand name also acts as a source of quality certification and can influence consumer preferences of products. Nestle, through its strong brand name and market presence has captured the heart of the customers worldwide. In the present health- conscious society, Nestle has captivated a loyal customer base through its focus on nutrition and health requirements and consumer preferences at a competitive price and it has enhanced the reputation of the company. â€Å"A Nestle brand name on a product is a promise to the customer that it is safe to consume, that it complies with all regulations and that it meets high standards of quality† Packaging: Packaging involves designing and developing a cover for a product in order to make it attractive to the consumers. Packaging was just a means for protecting the product in the past, but today increase in competition has resulted in the need to differentiate the product from those of its competitors to attract the customers and to describe the features of the product in order to gain consumer recognition. Poor designs can be one of the reasons for reduction in sales of a product due to less customer satisfaction. Nestle uses very attractive packaging as one of their main marketing strategies. For its efforts, Nestle has won several accolades such as the Silver Star and â€Å"Best in category† as â€Å"Best Packaging Innovation leading to a significant reduction in household waste† by the British Institute of Packaging for the Dairy Box biodegradable tray which is manufactured by using renewable resources. PROMOTION Stanton and Futrell (1987:418), describe promotion as an important element of marketing mix which aims in informing and persuading the market about the products and services of the company. According to Baker (1999, 310) the method of communicating the product offer which is made by a company to match the needs of the customers and to persuade them to try the product is Promotion. They feel that the significance of promotion increases when the distance between the producers and customers increase and as the number of customers increase. Promotion activity does not depend on the demand; even if the demand is high promotional activities should go on in order to keep the manufacturers name before the customers. Nestle uses promotion as one of the major source to reach their customers to make them aware of the value of different products introduced in the market. Nestle adopts a promotion mix with a perfect blend of several different promotion tools to promote the value of its product and make the customers aware of their products. Promotion Tools PERSONAL SELLING: According to Stanton and Futrell (1987: 418), personal selling is mainly used when the market is geographically concentrated (Few customers) and when the products are custom made. It is defined as a face to face communication with buyers in the aim of pursuing the customers to purchase by Simon(). Its a one to one marketing. Tele marketing, door drops inserts, Door to door selling are all techniques used in personal selling. Nestle uses personal selling for specialized and sophisticated products. ADVERTISING: Advertising according to Groucutt (2005:215) is to communicate to a specific audience to stimulate action and its success is in the way the right information reaches the right person at the right time. Majaro (1993) says that advertising is any paid form non-personal communication of products, services or ideas through a commercial media. (Stanton and Futrell, 1987) Promotion through advertising is mainly done when the market is geographically dispersed or when the product is standardized. Nestlà ©s advertisements are well known in the market and they have made sure that the advertisements are attractive through all the possible media. Nestle also uses internet to promote their products, where they have different websites hosted for different products. Different strategies for each product like online competitions and distributions. HOW ADVERTISING WORKS Tim Ambler and Demetrios Vakratsas have formulated a framework for studying how advertising works for a company. How Advertising Works (Ambler, Vakratsas 1999:26) They have considered the input to be advertising own and competitive brands. Scheduling the media and message contents are the motivation factors or triggers the consumers response. â€Å"Cognition, the ‘thinking dimension of a persons response, and affect, the ‘feeling dimension, are portrayed as two major intermediate advertising effects† (Ambler, Vakratsas, 1999:26) SALES PROMOTION: Sales promotion represents non- media campaigns such as sampling displays, shows, exhibitions and contests (Majaro, 1993:35). Stanton and Futrell (1987:418) believes that sales promotions one of the fastest growing promotional methods these days. Free samples, Money off coupons, extra value offers buy one get one free, bundling, privilege points are all different methods used in sales promotion. Nestle also uses sales promotion as one of their promotion tools by offering programmes like every day eating coupon codes and discounts and offers for online shopping on nestle products. PUBLICITY: Publicity is a promotional method where the organization is not paying for the communication about its products and is benefiting from it (Stanton and Futrell 1987:419). This occurs either through a non-personal news story appearing in a mass medium or is delivered by a person in an interview or a speech. Publicity is achieved mainly through public relations activities. According to Jobber (2007) sponsorship provides more opportunities for publicity in the media. Nestle is a well known brand in the market and its fame describes its publicity and the further publicity occurs during various interviews of officials of Nestle. Publicity for Nestle also occurs during the launch of every new product and when the annual sale reports are published. This publicity obtained by Nestle is not by paying any of the media. Nestle, public relation activities is evident from how they try to communicate with government organizations as well as the customers about the different issues that they face. Through public relations Nestle try to bring to the attention of all the customers and organizations concerned about various issues and the current approach they are taking towards these issues. PRICE Price is defined as the value of a product that we get in return for all the effort that was taken for its production and also for marketing of the same product. Price is the revenue earner so it is considered as the odd one in the marketing mix. It is also considered as an important market tool which is visible to both customers and competitors (Baker 1985). The price of a product depends on a number of factors like, changes in technology, effect of suppliers, competitive pressure and the increasing price sensitivity of the customers. Price is also directly dependent on the demand of the product. If the demands increase the price will also increase and vice versa. Consumers generally show a keen interest in tracking the prices of the products which they usually purchase. This enables them to analyze the attractiveness of the product and be vigilant about the changes in price of the product, thus enabling them to compare the prices of the product in various stores (Vanhuele and Dreze 2002:72). Pricing of the Product â€Å"Companies usually do not set a single price, but rather develop a pricing structure that reflects variations in geographical demand and costs, market-segment requirements, purchasing timing, order levels, delivery frequency, guarantees, service contract, and other factors† (Kotler, Keller, Brady, Goodman and Hansen: 2009). According to David Jobber, pricing of a product mainly depends on 3 factors: cost, competitor and the market. COST ORIENTED PRICING The most common method of pricing of a product is cost oriented pricing, in which it is divided into full cost pricing which involves the calculating of cost of all labour and materials and direct cost pricing which involves the calculation of only those costs that are likely to rise as output increases. COMPETITOR ORIENTED PRICING The approach to pricing which only depends on the competitor rather than costs when framing a business is called competitor oriented pricing. Every consumer will judge the price of a product by comparing it with a similar product in the same range which is produced by their competitor (Kotler, Armstrong, Saunders and Wong 2001). MARKET ORIENTED PRICING Market oriented pricing is one of the important area which depends on competiveness of a product in the market. For a new product the positioning strategy controls the pricing and for an existing product price will depend on the strategic objectives. Price-Quality Relationships Price is directly dependent on the quality of the product. As the quality of a product increases the price also goes up. Nestle is a quality focused company and hence to compete with current market it need to carry out the pricing process of the product very carefully. Nestle is a very successful company and all its products are at affordable prices. PRODUCT LINE PRICING Most of the companies usually develop product lines rather than single products. In product line pricing the management must decide on the pricing steps to set between various products in a line (Kotler, Armstrong, Saunders and Wong 2001). In product line pricing, cost difference between the product in the line, evaluation of customers and also the competitors products with small price difference is also taken into account. EXPLICABILITY Explicability is defined as the capability of sales people to explain a high price to customer. In market customer demands the economic justification of product prices. If the sales people fail to give a clear idea of the product development stages, it will reduce the value of product. As Nestle is very innovative it needs a high financial support for its RD and it is not easy to give idea about the product development costs to an ordinary customer. COMPETITION Competition plays an important role in the cost consideration of a product in a business. The main competitors of Nestle are Heinz, Kraft, ConAgra, Mars Incorporated, Hershey, Cadbury, General mills etc. Since all their main competitors are also well branded, they cannot price a product without analyzing the competitors pricing. But the main advantages behind their successful pricing are that they are very superior in its market position. NEGOTIATING MARGINS In certain market customer expects a price reduction in some products. Competitive discounts, fast payment discounts an annual volume bonus and other promotional allowances come under this category. Nestle and its negotiations with its suppliers made them to gain a good reasonable margin in all its goods. EFFECT OF DISTRIBUTORS/RETAILERS Well qualified suppliers and efficient retailers is also a factor which affects the price of a product. If a distributor supplies a product with high price or a retailer sells a product in high margin it will cause the variations in price of the products. Nestle itself agreed that their distributors are well developed and hence the company can control the price of its products. POLITICAL FACTORS Nestle sometimes blames the policies of governments for its poor reflection on the exports. Some of the government policies which results in increase in packaging cost makes the product less competitive in the global exporting market. PLACE Armstrong and Kotler (2001) describes place as the activity of a company to make the products available to the customers. Place Strategies The major factors to be considered while formulating a place strategy are Channels, Coverage, Assortments, Locations, Inventory, Transportation, and Logistics. Channel distribution strategies deal with the decisions on making the products available to the target customers in usable condition. â€Å"A channel of distribution is the combination of institutions through which a seller markets the products to the user or ultimate consumer† (Peter, Donnelly 2004:145). As the time and finances required for setting up a channel of distribution are comparatively high, the place strategies are often critical for the success of a firm. The channels of distribution can be of two different types on the basis of the targeted consumer. It may differ when the end user of the product is a consumer or an organization, the Consumer Marketing Channel and the Business Marketing Channel. Consumer Marketing Channel: Armstrong and Kotler (2001) Nestle adopts the consumer marketing channel where the products from the producer reaches the consumer through the wholesalers or retailers. Nestle has e-marketing for some of its products where the products reach the consumers directly from the producer. Business Marketing Channel (Armstrong and Kotler, 2001) According to Donnelly (2004:150),the channel of distribution strategic decisions are determined on the basis of the following factors: Distribution coverage required Degree of control desired Total distribution cost Channel flexibility Distribution coverage may vary based on the features of the product, the market and the target customers. The company may opt for intensive distribution, selective distribution or exclusive distribution. In the case of intensive distribution, the company tries to sell the product through the maximum number of retailers and wholesalers. In selective distribution, the company may limit the number of wholesalers and retailers which are the best in that market while in the case of exclusive distribution; the manufacturing company may provide exclusive rights for distributing the product to only one or a few distributors. Nestle has adopted intensive distribution strategy in order to make its products available to a large customer base. Nestle products are available through a large number of retail outlets. Besides this, Nestle has also launched an e-shop for promoting its confectionary in Japan which allows the consumers to buy Kit Kat chocolates online. CONCLUSION The coverage of Nestle is world-wide as it has a wide distribution channel and several manufacturing units at different places around the world using marketing mix strategies. â€Å"Marketing logistics involves the planning, implementing and controlling of physical flow of goods, services and related information from points of origin to points of consumption to meet customer requirements at a profit† (Armstrong and Kotler 2001:342). Nestle underwent a complete re-engineering of its supply chain which was aided by Total Logistics which has benefitted both Nestle and its consumers. â€Å"Nestle has been able to operate composite pallet loads for entire UK, combining beverages and confectionery through two vehicle fleets and two distribution hubs† (http://www.total-logistics.eu.com/logistics-clients/logistics-consultants-case-studies/nestle.html). Through this, Nestle has been able to decrease its fleet size and satisfy smaller delivery volumes without any increase in the costs.

NET framework and common language runtime Essay

The . NET framework is a component of Windows that enables the running of more advanced applications and XML Web services (DePetrillo, 2002). One of the main aim of coming up with this framework is to enable applications to have a consistent object-oriented programming methodology. It is also useful in that it eliminate software deployment and the execution of code safely without problems of scripting and interpreted environments. Microsoft. NET is also referred to as Windows DNA, it was a Microsoft’s previous platform used for developing all enterprise applications. It includes a variety of proven technologies which are in the production they include Microsoft Transaction Server (MTS) and COM+, Microsoft Message Queue (MSMQ), the Microsoft SQL Server database. Common Language Runtime provides the . NET framework applications an environment to execute. These language runtime includes common type system Just-in-time compiler, manages memory and gives compiler the security required. Design of . NET and Common Language Runtime (CLR) The design of . NE framework gives of room for interoperability. .NET frameworks have a way of allowing applications which were developed in the framework to still operate in environments outside of . NET environment. The ability to access COM components is made possible by . NET developers which are in the SRIS and the System Services namespace. With this platform, communication between old and new applications is increasing and is becoming a reality. The design of . NET and CLR also allows for security implementation for applications. .NET has two features for security for their mechanisms for security. These two features include validation and verification, and Code Access Security. The latter feature uses the association with specific assembly (DePetrillo, 2002). Normally, the assembly source acts as the evidence regardless of whether they are installed on the local machine or has been downloaded from the Internet. This mechanism uses evidence to determine permissions that are given to the code. With other code, they can demand that calling code be given a specific permission. This demand normally enables CLR to countercheck the permissions; called call stack walk. This is a situation whereby for every assembly of each method in the stack is scrutinized for the required permissions. An exception is thrown if an assembly does not have the right permissions. When an assembly is launched, the CLR performs very many tests. Two of the tests include validation and verification. The verification purpose is to check if the code will do anything which is not safe. Also, . NET framework uses appdomains to isolate code running in a process (DePetrillo, 2002). The appdomains help when there is a crash in a system. In case one application crushes in a system, the other applications within that system will not be affected. An example of security problem is the buffer overflows. This is taken care of with the use of . NET framework. The stability of . NET is assured because it brings with it the end of manual memory management. The . NET framework does memory management by itself thus freeing the user the burden of doing this. The memory that was allocated for instantiations of objects meant for . NET is done contiguously from memory heap. This heap is normally managed by CLR. The . NET also manages garbage collection. This is done by the garbage collector which is compacting and non-deterministic. Memory leakage is an example of stability issue that is solved with the use of . NET framework. The last design feature added to . NET and CLR is the addition of class libraries. These libraries help in maintenance of the applications because one does not have to create applications afresh. Someone seeking to add some more functionality to their applications or do some maintenance will just use the class libraries available at their disposal to achieve all these. The class libraries is a collection of thousands of interfaces, classes, structures and enumerations that are aimed at adding functionality of core system and application services in order to ease programming. There are various classes that someone can use to manipulate the file system. For example there are classes to manipulate XML files, classes to manipulate databases, and serialize objects. In addition to the availability of vast collection of libraries in . NET, the user also has the capability of creating their own classes which they can use in many applications (DePetrillo, 2002). Advantages and disadvantages of . NET Framework Microsoft. NET offers a variety of features such as the time-to-market which are not found in others like the J2EE. It gives a fairly complete solution from the single vendor-Microsoft which may lack some higher end features. With the Microsoft. NET there is one place to get similar information since there is no question of what is the shared context repository. There is an established passport which is an active system. Microsoft. NET gives one the language neutrality when coming up with their new eBusiness applications thus allowing one to view other languages as one application. The cons It does not support a true web services since it lacks the support for ebXML. Microsoft. NET does not give tactics for improving the performance thus not allowing the developers to introduce errors into their systems. It requires qualified developers who are well educated and can handle more hand-holding. It is difficult to maintain since the . NET supports Win32 only in which a large number of machines are required. Microsoft. NET web services are not interoperable with the present industry standards since their BizTalk framework has proprietary SOAP extensions which do not support ebXML. References DePetrillo, B. A. (2002). Think Microsoft. NET. Que.

The True Meaning of Transfer College Essay Samples Stem Major

The True Meaning of Transfer College Essay Samples Stem Major Despite exceptional grades, a poorly written essay provides you with a poor name. College admissions essays frequently have an extremely limited word count, so take advantage of every word. Just because you've already written a college essay for a single university doesn't mean that it may also apply on your next applications. Writing the college application essay can be among the most daunting components of applying to college. Finding the Best Transfer College Essay Samples Stem Major Now, it's merely a matter of writing the proper things to convince admission officials which you're worth their pick. In the event you're not sure it's much better to ask again or talk to a person who got similar undertaking. So for those who have a great outline, you can lower the period of time you've got to spend on your paper. A thesis statement functions as a guide, on which the remainder of the paper is hinged on. The Secr et to Transfer College Essay Samples Stem Major Individual schools sometimes need supplemental essays. When choosing the correct college essay topics, students ought to be keen to focus on the principal ideas they're attempting to pass in their essay. Bridget's essay is quite strong, but there continue to be a couple little things that could be made better. The conclusion must have a review of the important characteristics of your essay, and you need to also restate your thesis. The point is quite crucial in writing college application essays, you can also learn about writing a thriving college application essay to find out more. Get your creative juices flowing by brainstorming all the potential ideas you can imagine to tackle your essay question. It's true, you might highlight key points which have been mentioned in your essay but you want to refrain from repeating what has already been stated. Reviewing some narrative essay examples can enable you to organize your information and help you decide how to compose each paragraph to acquire the best outcomes. Two new essay options are added, and a number of the previous questions are revised. Introduction Body paragraphs Conclusion It is essential that students utilize academ ic sources to enhance their credibility. Applying to college isn't the simplest task on the planet, to say the least. Colleges want a feeling of maturity and introspectionpinpoint the transformation and demonstrate your private growth. Regardless, college essays aren't something that you want to finish the evening before they're due. One of the absolute most troublesome things in writing essays is inventing an excellent title. Sit down, consider the story you would like to write. Your stories aren't debatable. By employing various compare and contrast essay examples, you can secure a better idea about what format you need to compose your essay. The duration of your essay is not what universities search for. The essay is easily the most significant part your scholarship program, so you should make certain you give the very best impression you can. The college essays need to be organized in the particular format and design based on the instructions given. Transfer College Essay Samples Stem Major at a Glance If you wish to create a college essay which works, you will need to provide importance on the content you will supply the admissions officer of your intended university with. An excellent college essay isn't just persuasive, it's a piece which highlights the appropriate attitude to the college, the personal aspirations and the vision the student has once they get in the school. College application essay, is a significant aspect as it aids the panel, pick the best students that show the right type of motivation, for placement into a few of their programs. A college application essay is a considerable means of letting the panel learn more regarding the student. Colleges are not searching for perfect folks. Some institutions request an essay about a student's choice of a university or career. The MLA rule book claims that the paragraphs should start with leaving a half-inch space at the start. A brief sentence is utilised to produce the emotional resolution of the admission essay. The previous portion of the paragraph functions as the transition in the next paragraph. The very first paragraph is the introduction and it provides a succinct background on the subject. The Hidden Gem of Transfer College Essay Samples Stem Major The best regions to find the sources are from institutional sites. When in doubt, you may always check your references on the web, or you may do it manually. Paper Writing Services There is a significant great number of paper writing services sprouting on the web. Usually, searching over the world wide web for free essays are often quite challenging.

James Joyces Dubliners - Adolescent Initiation Portrayed...

Adolescent Initiation Portrayed in Araby Araby tells the story of an adolescent boys initiation into adulthood. The story is narrated by a mature man reflecting upon his adolescence and the events that forced him to face the disillusioning realities of adulthood. The minor charac ­ters play a pivotal role in this initiation process. The boy observes the hypocrisy of adults in the priest and Mrs. Mercer; and his vain, self-centered uncle introduces him to another disillusioning aspect of adulthood. The boys infatuation with the girl ultimately ends in disillusion ­ment, and Joyce uses the specific example of the boys disillusionment with love as a metaphor for disillusionment with life itself. From the beginning, the boy†¦show more content†¦He idolizes her as if she were the Virgin Mary: her figure defined by the half- opened door . . . The light from the lamp opposite our door caught the white curve of her neck, lit up her hair that rested there, and falling, lit up the hand upon the railing. Yet even this ima ge is sensual with the halo of light accentuating the white curve of her neck. The language makes obvious that his attraction is physical rather than spiritual: Her dress swung as she moved her body and the soft rope of her hair tossed from side to side. His desire for her is strong and undeniable: her name was like a summons to all my foolish blood; my body was like a harp and her words and ges ­tures were like fingers running upon the wires. But in order to justify his love, to make it socially acceptable, he deludes himself into thinking that his love is pure. He is being hypocritical, although at this point he does not know it. Hypocrisy is characteristic of the adults in this story. The priest is by far the most obvious offender. What is a man of the cloth doing with books like The Abbott (a romantic novel) and The Memoirs of Vidocq (a collection of sexually suggestive tales)? These books imply that he led a double life. Moreover, the fact that he had money to give away when he died suggests that he was far from saintly. Similarly, at first glance Mrs. Mercer appears to be religious, but a closer look