Contemplating Nestlé's Situation

Contemplating Nestlé's situation as the Dominant firm in the beverage industry and market leader in the Malaysian market, the principle aim of this marketing plan is to: reinforce market perception of nestle products, expand total market, protect current market share, and gain additional share. (Kotler P. & Armstrong G., 2001) As such, the strategy that Nestle adopt in this marketing plan are as follow: (a). Keeping local brands that suit Malaysian taste while going global with its technology. (b). Fashioning products for Malaysia from natives ingredients, employ local employee (c). Promote its image brand as concern to the health (d). An attractive packaging innovation. (e). Be socially responsible by providing a couple of scholarship program to the Malaysian citizen. In this marketing plan, a new channel of distribution which is public transportation, buses that cater the outstation route is been introduced. This by itself predicted may boost the revenue by 5%. Furthermore, a new packaging is introduced as well. Besides being attractive and durable, this new packaging also able to cut cost of production by 2%. A suggestion card is attached in this new packaging enable a feedback from customer. An especially important to take note of is that a new product is introduced in this marketing plan. It is a new coffee-mate that has 2 new flavors on top of the original taste, Hazelnut Flavored and French Vanilla Flavored. II.

CURRENT MARKET SITUATION

2.1. Situational Analysis As the world's leading food company, Nestlé is dedicated to providing the best nourishment to people each day, throughout their lives. Its recipe for succe