本文主要讲的是雀巢产品的营销策略，雀巢需要对其新推出的芒果味Milo产品进行细分、定位和定位，制定有效的营销策略。年龄:对于目前的巧克力口味的米洛，雀巢的目标是3到15岁的儿童。然而，一些3到9岁的孩子可能对黑巧克力的味道不是很敏感。他们可能更喜欢芒果味而不是巧克力味。因此，3 – 9岁的儿童是分割过程的主要部分。本篇代写文章文章由澳洲论文通AssignmentPass辅导网整理，供大家参考阅读。
Nestle needs to focus on the segmentation, targeting and positioning for its new Mango Flavoured Milo product to develop an effective marketing strategy. Segmentation：Age: For the current chocolate flavoured Milo, Nestle is targeting the children in the age range of 3 to 15. However, some children in the age range of 3 to 9 might not be very responsive towards the dark chocolate flavour. They might prefer Mango flavour over the chocolate flavour. Hence, children in the age range of 3 to 9 years are the main part of the segmentation process.
Lifestyle: Children involved a lot in the sports activity need instantaneous nutrition. New Mango Flavoured Milo could be the perfect product to fulfil this need. Hence, Nestle should target these children (Grant, 2011).
Buying Power: Like most of the other products from Nestle, Mango Flavoured Milo would also be priced high in the premium pricing product range. Hence, people with high income are the ideal target for the company when marketing Mango Flavoured Milo.
As Nestle develops different segments in the market that company would be targeting to sell its new Mango Flavoured Milo, different types of targeting strategies are developed and used in the marketing plan of the company (Monroe, 2010).
Some of the targeting strategies that Nestle could use in the marketing of its Mango Flavoured Milo are differentiated targeting strategy and concentrated targeting.
The differentiated targeting strategy takes advantages of a specific mechanism to reach a specific segment of the market. For example, the new Mango Flavoured Milo by Nestle would be targeting the children in the age range of 3 to 9 years. Hence, company needs to pitch its product to the parents who have children in this age range. On the other hand, the company would also target the children who are more involved in sports. Therefore, Mango Flavoured Milo could provide them required amount of nutrition that is essential to keep them fit and hydrated during the sports activities. A separate targeting strategy to target the people in this high-income group should also be used by Nestle to market its premium priced new Mango Flavoured Milo