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Essay On Nestle Market Segmentation

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Market Segmentation, Targeting and Positioning
(Nestle Pakistan Limited)
Market Segmentation:
• Geographic
• Demographic
• Psychographic
• Behavioral

• Geographical Segmentation:
The Nestle Company segments its market geographically on division basis. They divide each division in different zones and every distributor is controlled to sale its products only in its own zones. For example: Lahore is divided into five zones like East, West, South, North and South West.
 Weather:
According to the weather, Nestle Pakistan Limited segmented its market for Nescafe Ice (summer) based on the geographic weather is hot and cold. This coffee can consume with ice. During hot season consumer consume this coffee with normal and cold water with ice cube …show more content…

Nescafe 3 in 1 is for exclusively those customers who are really busy and do not have enough time.

• Behavioral Segmentation:
Benefits: Nestle Pakistan segments their market according to their benefits. So they provide Cerelac for those customers who want more benefits from their products. Cerelac contains vitamin, mineral and all nutrition elements for babies.

Target Marketing:
At this point the segmentation is based on customer variables which are both useful and important, now we proceed for targeting; the targeting is like as selection now we have got our customers by segmentation so we will target them to success. Now we analyzed the market place, our strengths and our competitors and we will have some idea where they are good at, so we will try to serve the segments whose needs and wants are similar to us, so we hope to make customers happy and loyal who will be profitable for our company.
• Undifferentiated: Nestle offered Nescafe 3 in 1, Maggi noodles and kit Kat to the people without differentiated the market segment.

• Differentiated: Nestle offers the different products for different

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