A Study Of Marketing Strategies Of Nestle Pet Food In China

With the consumption upgrade and the change of the demographic structure in China,people’s consumption types,emotional sustenance and entertainment methods have changed significantly.In recent years,pet keeping has gradually emerged,and the number of pet owners in China has been increasing.At the same time,the status of pets in people’s minds has changed,from the role of a caretaker to that of a family member,and the feeding has changed from leftovers to nutritious commercial food.Data from the 2021 White Paper on China’s Pet Industry shows that the number of people keeping dogs and cats in China reached 68.44 million in 2021.In China’s pet market,pet food has become the largest and most competitive segment due to its indispensable consumption attributes.The pet food industry has a history of more than 100 years abroad,and Nestle Purina is one of the companies with a long history and high brand recognition.Purina,founded in 1894,is an American pet food brand.The company officially joined the Nestle Group in 2001,and they established Nestle Purina Pet Care Co.,which has now become the world’s second largest pet food manufacturer.With strong R&D strength,Nestle Purina has been deeply engaged in the high-end pet food market.Since its entry into the Chinese pet food market in 2003,Nestle Purina has maintained a rapid development trend,and has become a leader in high-end pet food.This thesis takes Nestle Purina as the research object,analyzes a series of marketing strategies adopted by the company in the Chinese market,and explores the success of its multinational marketing.Based on the state and problems of China’s pet food industry,it also puts forward suggestions for the development of domestic enterprises.First,the background and significance of the topic as well as the research methodology are elaborated.Next,the domestic and foreign literature on pet food nutrition and marketing strategy is sorted out,so as to summarize the value and thinking of study.There are some differences in research content between domestic and foreign scholars.Foreign scholars focus on the nutrition and safety of pet food and demonstrate the factors affecting pet health through scientific experiments.And most domestic scholars need to draw on the experience of foreign research results.In the early days,researchers popularized pet food-related knowledge among domestic consumers.Nowadays,scholars discuss the status of China’s pet food industry,dissect the problems faced by Chinese companies and give recommendations.After clarifying the research thinking,the thesis illustrates the marketing environment of Nestle pet food in China with the help of PEST analysis and SWOT analytical method.Specifically,the third chapter begins with an analysis of Nestle Purina’s internal environment,including the company’s history and core competencies.Then,the external environment is analyzed by using the PEST analysis model.The rapid development of China’s pet food industry has driven the improvement of relevant national policies and the development of online sales channels,creating a favorable marketing environment for Nestle Purina.In addition,competitors in the pet food industry as well as consumer behavior were analyzed.Subsequently,Chapter four uses SWOT analysis to explore the strengths and weaknesses of the company,as well as the opportunities and threats,to lay a foundation for the analysis of Nestle Purina’s marketing strategy in China.Based on the understanding of the marketing environment in China,this thesis analyzes Nestle Purina’s mix marketing strategy from four aspects:product,price,channel and promotion.Firstly,it has adopted the same product strategy in the Chinese market as the world,namely focusing on the high-end pet food market.With strong R&D capabilities,Nestle Purina has successfully set a good brand image.The company has also launched mid-range brands in the Chinese market to provide consumers with more choices.Besides,Nestle pet food has adopted differentiated pricing strategies according to different market positioning.In terms of place strategy,the supermarket and professional channels are the advantages of Nestle Purina.In recent years,with the proliferation of online users and the development of e-commerce channels,the company has increased its cooperation with e-commerce platforms.And it has paid great attention to public relations and also held promotional activities.Overall,Nestle Purina’s successful experience in the Chinese market has positive implications for Chinese enterprises.Chinese companies still have much room for development in terms of talent training and basic research,product R&D investment,brand image and positioning,product safety,and channel construction.Therefore,based on the development experience of Nestle Purina and the status of the domestic pet food industry,the sixth chapter discusses the problems of Chinese pet food enterprises and makes suggestions for their transformation and upgrading.In the end,the full text is summarized and some conclusions are drawn.Firstly,the Chinese pet food market still has vast room for development.At present,the penetration rate of pets and pet food in third-tier and below cities in China is still relatively low,so pet food enterprises at home and abroad will have new development opportunities.Secondly,Nestle Purina develops an effective marketing strategy in the Chinese market by making use of its strengths and seizing opportunities.Finally,the successful experience of well-known enterprises provides a reference for the development of China’s pet food industry.Domestic brands should focus on product development and innovation,strengthen their brand building,and ensure product quality.Only by continuously producing high-quality products can domestic pet food companies win from the fierce competition and achieve sustainable development.