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[마케팅원리] 네슬레(Nestle Italy) STP 전략(영문)

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    [마케팅원리] 네슬레(Nestle Italy) STP 전략(영문)에 대한 자료입니다.
    목차
    1. Characterize Nestl Italy's problems.

    2. Conduct STP Analysis

    (1) Segmentation

    (2) Targeting

    (3) Positioning


    본문내용
    2. Conduct STP Analysis
    (1) Segmentation
    In Market segmentation, Our team conducted demographic segmentation and
    psychographic segmentation. In demographic bases, age, income, occupation
    or social class were identified as segmentation variables. In psychographic bases, although life-style and characteristics were identified as segmentaion variables, these variables were limited to specify each groups features for its difficulty of measurement and abstractness. Based on these variables, the whole market were divided into 6 groups: Cosmopolitan, Young urban workers, Retired seniors, Luxury, Students, Middle-age workers
    Cosmopolitan is a group of people living in northern Italian cosmopolitan cities(milan, torino). Age of this group is from 20s to 30s, a progressive generation experiencing massive inflows of immigrants. Income level and occupation of this group is middle class affordable to pay for various international foods including coffee with a knowledge of other cultures and foreign language ability. Life style is hurried and competitive but in the meantime having extra leisure time to try other cultures' various coffee favours. characteristics are open-minded, having fellowship with international citizens as well as curiosity to new things.
    Young urban workers covers the age of 25-45. Their income is widely distributed on the basis of the average income of $ 15169(GDP per capita in 1988 italy) except the upper 20% luxury or lower 20% poverty. Occupations are white collar workers in urban
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