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    Product Mix Strategies of Nestle

    Uploaded by

    Mohammad Ali
    Nestle has a wide range of product lines that target different consumer segments. The document analyzes Nestle's milk products, which target parents of young children aged 1-5 and health-conscious adults. Within milk products, Nestle offers growing up milk, full cream milk, filled milk, and adult milk with functional benefits like bone and heart health. Nestle has a broad product mix width with 10 different product lines, and an average product line length of 2.8 items. The company can expand its business by widening its product mix with new lines, lengthening existing lines, adding more variants to deepen lines, or increasing consistency across lines.

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    Product Mix Strategies of Nestle

    Uploaded by

    Mohammad Ali
    100 views3 pages
    Nestle has a wide range of product lines that target different consumer segments. The document analyzes Nestle's milk products, which target parents of young children aged 1-5 and health-conscious adults. Within milk products, Nestle offers growing up milk, full cream milk, filled milk, and adult milk with functional benefits like bone and heart health. Nestle has a broad product mix width with 10 different product lines, and an average product line length of 2.8 items. The company can expand its business by widening its product mix with new lines, lengthening existing lines, adding more variants to deepen lines, or increasing consistency across lines.

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    Nestle has a wide range of product lines that target different consumer segments. The document analyzes Nestle's milk products, which target parents of young children aged 1-5 and health-conscious adults. Within milk products, Nestle offers growing up milk, full cream milk, filled milk, and adult milk with functional benefits like bone and heart health. Nestle has a broad product mix width with 10 different product lines, and an average product line length of 2.8 items. The company can expand its business by widening its product mix with new lines, lengthening existing lines, adding more variants to deepen lines, or increasing consistency across lines.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    100 views3 pages

    Product Mix Strategies of Nestle

    Uploaded by

    Mohammad Ali
    Nestle has a wide range of product lines that target different consumer segments. The document analyzes Nestle's milk products, which target parents of young children aged 1-5 and health-conscious adults. Within milk products, Nestle offers growing up milk, full cream milk, filled milk, and adult milk with functional benefits like bone and heart health. Nestle has a broad product mix width with 10 different product lines, and an average product line length of 2.8 items. The company can expand its business by widening its product mix with new lines, lengthening existing lines, adding more variants to deepen lines, or increasing consistency across lines.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    Product mix strategies of Nestle

    Nestle has an extensive product mix targeted at many different segments of the market. The
    chosen product category for in-depth analysis is Nestle milk products, which is targeted at
    parents of young children (age 1 – 5) and health conscious adult consumers who desire to
    retain heart and bone health. In the adult category in specific, the functional milks offer a
    range of functional benefits, from cholesterol management and heart health to bone health.

    A product mix is the set of all products a particular seller offers for sale. A product mix
    consists of various product lines and has a certain width, length, depth, and consistency. The
    table below shows the product-mix width and product-line length for Nestle products in
    Singapore.

    Product-Mix Width

    Baby Foods

    Milk

    Cereals

    Chilled Dairy

    Ice Cream

    Confec-tionery & Choco-lates

    Beverages

    Culinary/ Foods

    Healthcare Nutrition

    Perfor-mance Nutrition

    Pet Care
    Product Line Length

    Junior Foods

    Growing Up Milk

    Breakfast Cereals

    Yogurt Drink

    Drumstick

    Kit Kat

    Milo

    Maggi Noodles

    Nutren

    PowerBar

    ALPO Dog Food

    Infant Cereals

    Full Cream Milk

    Yogurt

    MatKool

    Milkybar

    Nescafe

    Maggi Porridges

    Peptamen

    Pro Plan Dry Food

    Adult Milk

    Take Home Tubs

    Crunch
    The width of a product mix refers to how many different product lines the company carries.
    Nestle’s range of product lines includes baby foods, milk, cereals, dairy products,
    confectionery, ice cream and chocolates, culinary foods and pet care products. Nestle also
    provides a broad range of nutritional and flavored beverages and offers product line with
    specific nutritional functions. The length of a product mix refers to the total number of items
    in the mix. Nestle had an average product length of 2.8. Within the range of Nestle’s milk
    products include growing up milk, full cream, filled milk and adult milk. The depth of a
    product mix refers to how many variants are offered of each product in the line. For instance,
    Nestle adult milk comes in two functional forms (bone and heart health). The consistency of
    the product mix refers to how closely related the various product lines are in end use,
    production requirements, distribution channels, or some other way. Nestle’s product lines are
    consistent insofar as they are consumer goods that go through the same distribution channels.

    Company can expand its business in four ways: it can add new product lines, thus widening
    its product mix; it can lengthen each product line; it can add more product variants to each
    product and deepen its product mix; or it can pursue more product-line consistency. To reach
    our targeted market, Nestle can add new product line in the area of elderly health food, thus
    widening its product mix.

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