(Armstrong and Kotler, 2001) "The Marketing combination is a couple of controllable, tactical marketing tools that the organization blends to create the response it needs in the mark market". This is mainly utilized by organizations to raise the demand with their products on the market by understanding the client wishes (Jobber, 2001).
Most of the marketing experts regard marketing mixture as an instrument for transaction marketing and the archetype for functional marketing planning. (Gronroos, 1994:347)
Elements of Marketing Combination (Armstrong and Kotler, 2001).
MANAGING THE MARKETING MIX
Customer Desires Marketing Combine Variables
Managing the Marketing Combination (Baker, 1999:302)
The above number describes what sort of company could by research and successful version can understand and develop products to match the customer's requirements. Corresponding to Baker (1999: 303), by understanding and coordinating the needs of the customers productive management of marketing mix is possible.
COMPONENTS OF MARKETING MIX-Impact -Positive and Negative
PRODUCT
Kotler and Armstrong (2001) explain something as any entity that can be offered to market with a company for attention, acquisition, use or use that may fulfill the needs of these customers.
Product Mix
Product blend is the total range of products that are created with a company. The major aspects to be looked at in product mix are explained below.
Variety: Nestle offers a broad product mix that comprises of food, health and nourishment products to meet the customer needs. Nestle offers its products in the following categories: Bottled water, Baby foods, Breakfast time cereals, Delicious chocolate and confectionery, Espresso, Dairy products, Drinks, Ice cream, In the Kitchen, Nestle Professional, Nourishment and Health, Family pet care.
Quality: Nestle is well known for the quality and style of its products. Nestle Believes that "Success is made on Quality".
Design: As its variety range, Nestle also has a greater selection of design. Nestle make sure all their services look different and attractive.
Features: Nestle have ensured that their products have special features to make it more attractive to the clients. For example: In case there is their ice products, they have tried out to include the special feature that is the low fat and sugars content.
Brand name: A strong brand name is very important to both company and the consumers as it increases the value of the company, differentiates the products from those of its rivals and affects the buyer discernment of the company (Jobber 2007:328). A solid brand name also acts as a source of quality qualification and can influence consumer preferences of products. Nestle, through its strong brand name and market presence has captured the center of the customers worldwide. In today's health- conscious modern culture, Nestle has captivated a loyal customer platform through its concentrate on nutrition and health requirements and consumer preferences at a competitive price and they have enhanced the trustworthiness of the company.
"A Nestle brand name on a product is a offer to the client that it is safe to take, it complies with all rules and that it fits high requirements of quality"
Packaging: Packaging will involve designing and developing a cover for a product in order to make it attractive to the consumers. Packaging was only a means for guarding the product in the past, but today increase in competition has led to the need to differentiate the product from those of its competitors to attract the customers and to illustrate the top features of the product to be able to get consumer identification. Poor designs can be one of the reasons for reduction in sales of something due to less client satisfaction. Nestle uses very attractive presentation as one with their main marketing strategies.
For its efforts, Nestle has acquired several accolades such as the Silver Legend and "Best in category" as "Best Packaging Development leading to a large reduction in home waste" by the Uk Institute of Packaging for the Dairy products Box biodegradable tray which is manufactured by using alternative resources.
PROMOTION
Stanton and Futrell (1987:418), explain campaign as an important aspect of marketing mixture which aspires in informing and persuading the marketplace about the products and services of the company.
According to Baker (1999, 310) the method of communicating the product offer which is manufactured by way of a company to complement the needs of the customers and also to persuade those to try the product is Campaign. They believe that the significance of promotion increases when the length between the manufacturers and customers increase and since the amount of customers increase. Campaign activity will not rely upon the demand; even if the demand is high promotional activities should go on in order to keep the manufacturers name prior to the customers.
Nestle uses promotion among the major source to reach their customers to make sure they are aware of the value of different products created in the market.
Nestle adopts a advertising mix with a perfect blend of several different campaign tools to market the worthiness of its product and make the clients alert to their products.
Promotion Tools
PERSONAL Advertising:
According to Stanton and Futrell (1987: 418), personal advertising is principally used when the market is geographically concentrated (Few customers) so when the merchandise are custom made. It is thought as a in person communication with clients in the purpose of pursuing the customers to buy by Simon(). It's a one to one marketing. Tele marketing, door drops inserts, Door to door advertising are all techniques found in personal offering.
Nestle uses personal selling for specialized and advanced products.
ADVERTISING:
Advertising relating to Groucutt (2005:215) is to connect to a particular audience to stimulate action and its own success is in the manner 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 press. (Stanton and Futrell, 1987) Promotion through advertising is principally done when the market is geographically dispersed or when the merchandise is standardized.
Nestl's advertising are popular in the market and they have ensured that the advertisements are attractive through all the possible press. Nestle also uses internet to market their products, where they may have different websites managed for different products. Different strategies for each and every product like online tournaments and distributions.
HOW ADVERTISING WORKS
Tim Ambler and Demetrios Vakratsas have designed a construction for studying how advertising works for an organization.
How Advertising Works (Ambler, Vakratsas 1999:26)
They have considered the input to be advertising own and competitive brands. Scheduling the mass media and message contents are the motivation factors or triggers the consumer's response. "Cognition, the 'thinking' sizing of a person's response, and impact, the 'feeling' aspect, are portrayed as two major intermediate advertising effects" (Ambler, Vakratsas, 1999:26)
SALES Campaign:
Sales promotion signifies non- media promotions such as sampling shows, shows, exhibitions and contests (Majaro, 1993:35). Stanton and Futrell (1987:418) is convinced that sales promotions one of the fastest growing promotional methods nowadays. Free examples, Money off coupons, additional value offers buy one get one free, bundling, privilege tips are all different methods used in sales campaign. Nestle also uses sales campaign as one of the campaign tools by offering programs like every day eating coupon codes and discounts and offers for online shopping on nestle products.
PUBLICITY:
Publicity is a promotional method where in fact the business is not spending money on the communication about its products and it is benefiting from it (Stanton and Futrell 1987:419). This occurs either through a non-personal information story appearing in a mass medium or is provided with a person within an interview or a speech. Promotion is achieved mainly through public relations activities. Regarding to Jobber (2007) sponsorship provides more opportunities for promotion in the mass media.
Nestle is a well known brand on the market and its fame describes its promotion and the further publicity occurs during various interviews of officials of Nestle. Promotion for Nestle also occurs through the launch of each new product and when the annual deal reports are printed. This publicity obtained by Nestle is not by paying the media.
Nestle, public connection activities is noticeable from the way they try to talk to federal organizations as well as the customers about the various conditions that they face. Through pr Nestle try to bring to the attention of all customers and organizations worried about various problems and the existing approach they can be taking towards these issues.
PRICE
Price is defined as the value of something that we enter return for all your effort that was used for its development and also for marketing of the same product. Price is the income earner so that it is considered as the unusual one in the marketing mixture. It is also regarded as an important market tool which is noticeable to both customers and opponents (Baker 1985). The price of a product depends upon lots of factors like, changes in technology, aftereffect of suppliers, competitive pressure and the increasing price sensitivity of the clients. Price is also immediately dependent on the demand of the product. If the requirements boost the price will can also increase and vice versa.
Consumers generally show an enthusiastic interest in monitoring the prices of the merchandise which they usually purchase. This enables them to investigate the attractiveness of the product and be vigilant about the changes in cost of the merchandise, thus enabling these to compare the costs of the merchandise in various stores (Vanhuele and Dreze 2002:72).
Pricing of the Product
"Companies usually do not set an individual price, but rather develop a costing structure that shows variations in physical 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, rates of something mainly depends on 3 factors: cost, competition and the marketplace.
COST ORIENTED PRICING
The most common method of rates of a product is cost driven pricing, in which it is split into full cost rates that involves the calculating of cost of all labour and materials and immediate cost pricing which involves the computation of only those costs that will probably rise as end result increases.
COMPETITOR ORIENTED PRICING
The method of costing which only depends on the competitor alternatively than costs when framing a company is called competitor oriented prices. Every consumer will judge the price of something by contrasting it with an identical product in the same range which is produced by their competition (Kotler, Armstrong, Saunders and Wong 2001).
MARKET ORIENTED PRICING
Market oriented prices is one of the important area which depends on competiveness of a product in the market. For a new product the setting strategy control buttons the pricing and then for a preexisting product price will rely upon the strategic aims.
Price-Quality Relationships
Price is immediately dependent on the quality of the merchandise. As the quality of a product increases the price also rises. Nestle is an excellent focused company and hence to contend with market it need to carry out the pricing procedure for the product very carefully. Nestle is a very successful company and everything its products are at affordable prices.
PRODUCT LINE PRICING
Most of the companies usually develop product lines rather than solitary products. In products prices the management must decide on the prices steps to set between various products in a brand (Kotler, Armstrong, Saunders and Wong 2001). In product line prices, cost difference between your product in the series, analysis of customers as well as the competitor's products with small price difference is also taken into account.
EXPLICABILITY
Explicability is defined as the ability of sales people to explain a higher price to customer. In market customer demands the economic justification of product prices. In case the sales people neglect to provide a clear idea of the merchandise development stages, it will decrease the value of product. As Nestle is very ground breaking it needs a high financial support for its R&D and it is not easy to provide idea about the merchandise development costs to an ordinary customer.
COMPETITION
Competition plays an important role in the cost consideration of a product in an enterprise. The main competitors of Nestle are Heinz, Kraft, ConAgra, Mars Incorporated, Hershey, Cadbury, General mills etc. Since almost all their main rivals are also well top quality, they can not price a product without examining the competitors costing. But the main advantages behind their successful costs are that they are extremely superior in its market position.
NEGOTIATING MARGINS
In certain market customer expects a price reduction in some products. Competitive discounts, fast payment discount rates an annual size bonus and other promotional allowances come under this category. Nestle and its negotiations with its suppliers made them to get a good reasonable margin in every its goods.
EFFECT OF DISTRIBUTORS/RETAILERS
Well trained suppliers and productive suppliers is also one factor which affects the price tag on a product. If the distributor supplies a product with high price or a retailer sells something in high margin it will cause the modifications in price of the merchandise. Nestle itself arranged that their marketers are well developed and hence the business can control the price tag on its products.
POLITICAL FACTORS
Nestle sometimes blames the plans of governments because of its poor representation on the exports. A number of the government insurance policies which results in upsurge in presentation cost makes the merchandise less competitive in the global exporting market.
PLACE
Armstrong and Kotler (2001) describes place as the activity of your company to make the products open to the clients.
Place Strategies
The major factors to be considered while formulating a location strategy are Programs, Coverage, Assortments, Locations, Inventory, Travelling, and Logistics.
Channel circulation strategies deal with the decisions on making the products available to the mark customers in functional condition. "A channel of syndication is the mixture of institutions by which a seller markets the merchandise to an individual or ultimate consumer" (Peter, Donnelly 2004:145). As the time and finances required for setting up a channel of distribution are comparatively high, the area strategies tend to be crucial for the success of a company.
The channels of distribution can be of two different kinds on the basis of the targeted consumer. It may differ when the end user of the product is a consumer or a business, the Consumer Marketing Route and the business enterprise Marketing Channel.
Consumer Marketing Route: Armstrong and Kotler (2001)
Nestle adopts the consumer marketing channel where in fact the products from the maker reaches the consumer through the wholesalers or stores. Nestle has e-marketing for some of its products where the products reach the consumers straight from the company.
Business Marketing Route (Armstrong and Kotler, 2001)
According to Donnelly (2004:150), the channel of distribution strategic decisions are driven based on the following factors:
- Circulation coverage required
- Degree of control desired
- Total syndication cost
- Route flexibility
Distribution coverage may vary based on the top features of the product, the market and the mark customers. The business may select for intensive circulation, selective circulation or exclusive syndication.
In the case of intensive distribution, the company tries to sell the merchandise through the maximum number of sellers and wholesalers. In selective distribution, the business may limit the amount of wholesalers and sellers which will be the best in that market while in the circumstance of exclusive circulation; the manufacturing company might provide exclusive privileges for distributing the product to only 1 or a few vendors.
Nestle has adopted intensive circulation strategy in order to make its products available to a huge customer basic. Nestle products are available through a huge number of shops. Besides this, Nestle has also launched an e-shop for promoting its confectionary in Japan which allows the consumers to buy System Kat chocolates online.
CONCLUSION
The coverage of Nestle is world-wide as it includes a wide distribution channel and several manufacturing devices at different places across the world using marketing mixture strategies.
"Marketing logistics includes the planning, employing and controlling of physical stream of goods, services and related information from items of source to details of consumption to meet customer requirements at a revenue" (Armstrong and Kotler 2001:342).
Nestle underwent a complete re-engineering of its resource chain that was aided by Total Logistics which includes benefitted both Nestle and its own consumers. "Nestle has had the opportunity to operate amalgamated pallet tons for entire UK, combining drinks and confectionery through two vehicle fleets and two syndication hubs" (http://www. total-logistics. eu. com/logistics-clients/logistics-consultants-case-studies/nestle. html). Through this, Nestle has been able to diminish its fleet size and meet smaller delivery quantities without any increase in the expenses.
