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1、Segment marketMarket Infant 7-1717-40over409085908085908590Full-creamHigh-calcium degreaseInfant The market is the most successful and biggest. Nestl is famous for its infant milk powder. The growth rate increase steady. Although there are many brands of infant milk, Nestl has the top technology to
2、keep high quality. The consumers and suppliers have the power to effect the price of products.Elders As the elders always pay attention to digest sugar and fat, they will buy degrease milk powder. With the growth rate of elders, it will become a big market. Nestle have the technical in the industry.
3、Student Because the students market has the largest potential, and the expression of Nestles students milk is not very good. If we can develop the products to fit the students market, we will get more profit. That we analyze the market.Students milk Segment size and growth:The market size isnt bigge
4、r than infant. The important milk powder is infants and full-creams. And the market is becoming smaller. Now students all like drinking fresh milk. Segment structural attractiveness:In Chinese milk market, Erie is the biggest milk product company. There are many brands of milk. So the substitute pro
5、duct is lots. Power of buyers can affects the price of goods. As a part of source come from suppliers, the suppliers can control some prices.Company objectives and Resource Nestle has three source of milk basics in China. Last year, Nestl spent $1.9 billion on developing skill and product. There are
6、 5000 research personnel.last year, nestle had built factory in Inner Mongolia 额尔古纳Shuangcheng of Heilongjiang Laixi of QingdaoSelecting target segment For the three goods, we choose the differentiated marketing. Because the infant and elders is very mature. We should keep the advantage. And the stu
7、dent market is the development targets which we focus on. Developing a positioning statement Students milk powder-To students, who in dire need of calcium/iron/zinc for growing. Because we have the cutting- edge technology and the high quality source of milk. Students milk powder gives your enough energy and nutrients. Nestle has fortified this quality milk product with these nutrients to help provide a strong basis for your healthy life.
