Research On Marketing Strategy Of Nestle Infant Formula In High -end Market

As the world's top 500 foreign brand Nestle, its infant formula in the history of the world has more than 100 years and is the world sales leading brands. Last century 80's, Nestle enter into the Chinese market and has had great success. For the 21st century, the "poisonous formula" incident in China has been endangering the health of baby and aroused the people to concern baby food safety, Nestle is also involved. the unsuitable crisis management made Nestle market share decline. However, as we know, China has tremendous baby formula market potentials. Now China become the world's second largest consumer nation, the high-end market of infant formula grow fast. But the development of Nestle in china is in the mud. It is must to effectively carry out strategic adjustments and rebuild the former glory.Firstly, based on investigating a large amount of documents, and using of marketing theory and PEST analytical method, I made analysis of below aspects: the whole infant formula industry under macroeconomic and society environment, industrial policy, and industrial processing technique; Which came to the conclusions that Chinese economy is in sustained, swift and sound development; the income of urban and rural residents is going up steadily; the government strengths management of inflation, the laws and regulations in the food safety are more perfected; infant formula industrial processing techniques are more and more advanced. Secondly, I made analysis of the market scale, price, demand, and customer behavior and competition situation in high-end market of infant formula industry to come to the characteristic of high-end market and identities of competitors. Thirdly, using of SWOT method, I summarized the competitive strengths and weaknesses and any other opportunities and threats of NESTLE in this industry, combined with systematic analysis of current market situation, to find out the problems of current policy. Finally, based on precise marketing and product positioning, for reconstructing brand image, increasing sales and marketing sharing, I summarized improved infant formula sales and management policy and marketing strategy.