MARKETING STRATEGY
TABLE OF CONTENTS
TABLE OF CONTENTS 2
EXECUTIVE SUMMARY 3
CURRENT MARKET SITUATION 4
Current Product Mix 4
Situational Analysis 6
Greek Dairy Market 6
Macro environmental Factors Analysis 7
PERFORMANCE REVIEW 8
Geographic Distribution 8
Competitive and Industry Analysis 10
KEY ISSUES 12
SWOT Analysis 12
MARKETING OBJECTIVES 16
Target Market Objectives 16
MARKETING STRATEGY 17
Marketing Mix 17
Product 17
Pricing 17
Promotion 18
Place/Distribution Channels 20
PROJECTED PROFIT AND LOSS ANALYSIS 21
CONTROLS 22
Implementation 22
CONTINGENCY PLANNING 24
BIBLIOGRAPHY 25
REFERENCES 25
EXECUTIVE SUMMARY
Contemplating Nestlé's situation as a strong player in the children's dairy products industry, the principle aim of this marketing plan is to promote products under the Vlachas brand: reinforce market perception of Nestlé products, expand total market, protect current market share, and gain additional share. (Kotler P. & Armstrong G., 2001)
The Vlachas brand shows great interest for marketing analysis due to its most recent acquisition by Nestlé in mid October 2005.
King of Greece & family (LOC)
March 25 - Greece Independence Day
Henry Nestlé, 1800s.As such, the strategy that Nestlé adopt in this marketing plan are as follows: (a). Keeping local brands that suit Greek taste in order to retain Greek elements of tradition. (b). Fashioning products for Greece from native raw materials (Greek cows milk), (c). Promote its image brand as concern to the health and taste.
CURRENT MARKET SITUATION
Current Product Mix
Nestlé selected the Vlachas brand to complete the company's portfolio in the children's dairy products market and particularly in the category of "milk beverages". The term "milk beverages" is required by law for further categorisation due to the fact that any milk product that has been enriched with vitamins, proteins and minerals cannot be described as simply "milk"
Vlachas MILK 7,5%
Full fat milk, rich in nutritious elements.
It comes in packages of 410 gr., 170 gr., servings...