Executive Summary Recent investigations reveal that the British Nation is slowly ageing and this impacts the development of the country, interior and exterior markets. It is not surprising that the companies participating on the British food market should take into consideration these demographics facts, in order to catch their customers. This report would examine the demographics impact provided on one of the top food industry competitors in UK, Swiss company Nestle, touching the issues the company faces due the scrutinized demographics situation.
From the very beginning it would be essential to mention that the Nestle position in the food industry is stable (the company is among the five largest food companies in UK). The target market Nestle oriented all these years were children of different ages and young people. Speaking about the integrated marketing communications strategies used by the company to attract the target groups the pull strategy to be the most effective. Media advertising has always been effective tool for the participants of confectionary market and being in the hard situation it would be better to make a use of the reliable methods that would help to reach the desired effect, without investments into the different strategies, but concentrating on the one particular (Kotler& Armstrong, 2008).
Promotion Mix Strategy the core role of the Message Strategy for Nestle It goes without saying that making use of a pull strategy need to integrate the message strategy too. Understanding the core role of the message, especially it collaborative work with the pull strategy, it would be essential to include slogan into communication mix to reach the target market. As it was already mentioned that the target market could be children aged between 6 – 15 and young people in the age of 16 – 25, the message should be developed in orientation of these target groups. The same time should also take into account the fact that a number of young people and parents of children who are the target group take care about their health and company within the message could promote their intension to keep up the healthy style of life, providing healthy products. The same time the company should understand that the messages for the each product should be also present and they should correspond to the message of the company. In contemporary demographic situation it would be essential to include the target group of the older people and develop products for them. Nestle is already suggesting the marketing strategies that would observe diverse of target groups: “The new strategy involves widening and deepening this market by using differentiated marketing. This enables the company to alter ingredients of the marketing mix such as where and how it advertises its products, the outlets it sells its products in, and gives it the flexibility to charge different prices for the variants of this where appropriate” (The Times, 2010, p. 4) Promotion Mix: Main Strategies Used by Nestle in UK Advertising Advertising has always been one of the most popular methods of promotion in food industry and what would be important to note that one of the most effective. It is essential that reaching the target group, the company should learn with the help of marketing research what are the most reachable media sources for their target market (Kotler, 2003). It provides high visibility and pervasiveness and it is very important for implementing the Nestle strategy and reaching of the message to the youth and aged target market. To reach the signified target market there are three most important media means: TV (selecting the most often viewed channels and seeking for the core time), Internet (the most popular web sites such as MySpace, Facebook et al) and store signs, motion pictures used for advertising to attract the potential clients in the area of selling the product. Advertising is the core method, where the message strategy would be used to attract the target group attention. It goes without saying that advertising includes monitoring of the social interest and what the media sources are now popular within the target group. Getting it touch with the target group is the core idea of the advertising strategy. Internet is undoubtedly attractive for the youth, but the two others orient more on the older people who do not often use internet, but watch TV and pay attention to the store signs Sales Promotion Sales Promotion is one of the most effective strategies in contemporary food industry. It has a number of incentive tools, the majority of them are short term to stimulate quick or greater purchase of the production: different discount systems, additional prizes and gifts etc. It goes without saying that different promotional events attract the representatives of the more older target group to the production of Nestle and it has already become a typical practice for the other competitors, they mainly hold the Sales promotion events before some holidays such as Christmas, Easter, Halloween and others. It goes without saying that receiving the pleasant bonus is very pleasant for the final consumers. It goes without saying that message strategy also plays here a significant role. And such attractive events as sales promotion should demonstrate visibly the target market how the message strategy is realized in practice. It is always pleasant to get a discount, but according the marketing researches youth pay less attention to it Conclusion and Recommendations Direct marketing is not used by Nestle comparatively to the previous two strategies. But it is very effective tool for reaching after 40s target group. I think that telemarketing and catalogues are the two methods that would be helpful for raising the interest of the older people rather than youth. It goes without saying that it is also one of the most effective means of the marketing strategy in order to reach the target group, hence with the decay of publishing industry and creation of teleshop channels and internet development it is now becoming less effective, when we speak about youth, but it would undoubtedly be effective for the older people (Solomon, 2004). So I consider that this strategy could be used as the supportive one. It goes without saying that the message would play the significant role in the direct marketing too; it would be represented in the product placement, making a stress and centralizing attention of the target market References: Beall A., 2008. Strategic Market Research: A Guide to Conducting Research that Drives Businesses. IUniverse. Baesens B., Verstraeten G. et al, 2004. Purchase Modeling in Direct Marketing. European Journal of Operational Research. 138 (1), 191-211.
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