Segmentation and Target Market

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Segmentation and Target Market: Nescafe Eric J. Cortés Cintrón University of Phoenix Marketing-MKT/571 November 13, 2013 Prof. Carmen Bonilla, DBAc Segmentation and Target Market: Nescafe 1.0 Executive Summary Nescafe is a brand within Nestle. The world's leading Nutrition, Health, and Wellness Company. Their mission of "Good Food, Good Life" is to provide customers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night. Nestle originated in a 1905 merger of Anglo-Swiss Milk Company, established in 1867 by brothers George Page and Charles Page, and Ferine Lactee Henri Nestle, founded in 1866 by Henri Nestlé in Vevey, Switzerland, where headquarters are still located today. They have factories or operations in almost every country in the world. The company developed significantly during the First World War and following Second World War, eventually expanding its offering beyond its early condensed milk and infant formula products. Today, the company has operations in 86 countries around the world and employs nearly 283,000 people. Nestlé sales for 2012 were almost $120 billion. 2.0 Segmentation Nescafe segment their market based on four main things. The bases on which Nescafe segmentation has been done are as follows: 2.0.1 Demographic: Demographic factors are the most popular bases for segmenting customer groups. One reason is that consumer wants, needs, and use rates often very closely with demographic variables. Another is that demographic variables are easier to measure than most other types of variables. Nescafe has segmented their market demographically well. Nescafe has tried to segment every age group, region, families, gender, and different socio-economic. Mainly they focus on the age group and the income. Those are

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