Nestle-case-segmentation

Case Study:

Case Study Nestle

WAYS OF MARKET SEGMENTATION:

WAYS OF MARKET SEGMENTATION WITH AN ALREADY EXISTING PRODUCT . WITH NEW PRODUCT DEVELOPMENT.

SOCIO ECONOMIC CLASSIFICATION:

SOCIO ECONOMIC CLASSIFICATION S.E.C. - A TECHNIQUE FOR DIVIDING THE MARKET ON THE BASIS OF: EDUCATIONAL LEVEL OF CHIEF EARNER HOUSEHOLD INCOME Household Income Level of education of chief wage earner High Low High

DEMOGRAPHICS VS PSYCHOGRAPHICS:

DEMOGRAPHICS VS PSYCHOGRAPHICS DIVIDES THE GROUP ON THE BASIS OF AGE FAMILY SIZE GENDER INCOME EDUCATION OCCUPATION SOCIAL CLASS DIVIDES THE GROUP ON THE BASIS OF LIFESTYLE PERSONALITY * DEMOGRAPHICS IS QUANTITATIVE WHEREAS PSYCHOGRAPHICS IS QUALITATIVE.

Other factors affecting Mkt. Segmentation:

Other factors affecting Mkt. Segmentation Size of the market Potential of the market Number of competitors Entry barriers

Nestle products - Market Segmentation strategies :

Nestle products - Market Segmentation strategies MAGGI MILO KIT KAT / MUNCH

Maggi :

Maggi Demographics Age group – 8 to 14 yrs. Social class- Working households Size of family- Nuclear Psychographics Lifestyles- Fast Movers Personality- Ready to experiment Launched in 1982 Entirely new concept of ready to make noodles Targeted towards teenagers through mothers

Health beverages:

Health beverages Malted beverages can be segmented as: White beverages (65%) Brown beverages (35%) Initial focus on children as the target segment Gradually the positioning extended to health drinks for the entire family. Targeted different consumer segments such as Junior brands for infants Separate formulations for expecting mothers Complan -extra nutrients Horlicks-extra calcium

Milo:

Milo Demographics Targeted at children, primarily boys in the 5-12 age bracket. Psychographics Centered around the ‘winning moment.’ Health conscious. Sportsmen as role model. Introduced in 1996-97. Has about 3.3 per cent of the Indian HFD market. Baichung Bhutia / Leander Paes are the brand ambassadors.

Kit Kat / Munch:

Kit Kat / Munch Both were launched around mid-nineties. Munch, a chocolate wafer product like KitKat , has been launched to create a further segmentation in the 16,000-tonne per annum chocolates market . Munch forges a whole new segment around a wafer.

Kit Kat / Munch:

Kit Kat / Munch Demographics Initially targeted to premium segment gradually moved to low price segment Psychographics Consumer's desire for a good value for money . Light – Low dietary value

RE-POSITIONING:

RE-POSITIONING Milkmaid Earlier positioned as milk powder Gradually shifted to condensed milk for desserts.

THANK YOU:

THANK YOU