Nestlé Advertisment Campaign

Nestlé's origin goes a back to the middle of the 1800's when Henri Nestlé launched the world's first prepared infant cereals, and for the last 140 years it has developed into a huge international brand with an annual sale of nearly $110 billion. (2011). With over 8000 products around the world Nestlé has a wide range of well-known products. Their product lines include but are not limited to: coffee, infants cereals, pizza, pet food, water and ice cream.
             DESCRIPTION OF THE CLIENT/ADVERTISER: THE FROZEN PIZZA SECTION OF NESTLÉ.
             B. The frozen pizza division of Nestlé sells pizza for about 1,7 billion dollars per year and are clear leaders in the frozen pizza market with a market share of 43%. Their pizza brands are: California pizza kitchen, Digiorno, Tombstone and Jack's, and they offer pizza for a wide range of markets. Digiorno is their most successful pizza, with sales revenue twice the size of their main competitor Schwan's (25% market share).
             Strengths/Weaknesses.
             • Big market share in frozen pizza market.
             • High brand awareness.
             • Leads the category in innovation(new products) .
             • Small share of overall pizza market .
             • Not preferred to takeout/ restaurant.
             • Bureaucratic-slow to change .
             Opportunity's/Threats.
             • A lot of money in US pizza market($37 B).
             • Enough money to buy out competition .
             • Local takeout and delivery pizza.
             • Other frozen pizza brands .
             • Customer changing to healthier lifestyles .
             III. OBJECTIVE(S) OF THE CAMPAIGN .
             Primary Objectives:.
              Increase sales by 5%.
              Increase market share in frozen pizza market by 0.5%.
             Secondary objectives:.
              Increase Facebook followers by 200.000.
              Increase brand awareness by 4% .
              Increase customer relationship .
             .
             III. IDENTIFICATION OF THE TARGET MARKET.
             A. Primary.
             B. Secondary - Families (2+), single men and women.
             Nestlé has pizza products that reaches out to several different target markets, and therefor provide products that are of interest to almost everyone.