1) Nestle Group mobile application

1) Nestle Group mobile application

- was launched on 4th of Novemer 2010

- target specific audiences

- places brands in consumer fingertips

- provides nutrition tips, review shopping lists, search recipes, includes callories control and weight control applications, nespresso service for purchasing and order making of coffee and etc.

Because FMCG is fast moving and one of the most difficult markets to compete with big variety of products companies have to find additional ways to attract consumers to their products and technology improvement one of these ways. In our particular case Nestle made a wise decision by making mobile application, because we live in technologically developed time when most of people have mobile phones. At the beginning the application started on iPhone only but since November 2010, the company expanded the market by placing the application on Android platform and Blackberry RIM platform thus, expanding their target.

Head of e-Commerce at Nestle Peter Warne said that people are looking for very specific information and an application can provide this and do it better than a website. With launching special application for mobile phones in three mobile platforms like iOS, Android and Blackberry Nestle created even stronger connection with their consumers and also strengthen their position in FMCG market.

2) Brand name: Oral-B

product: toothbrush

The first Oral-B (where B is for brush) toothbrush was created in 1950 by its’ founder Dr Robert Huston and had soft, end-rounded nylon bristles.

Then in 1996 the first Oral-B Plaque remover was launched.

The toothbrush’s head can be changed after expirity only by the head of the same toothbrush model. So Oral-B grew the business by expanding the market from a manual toothbrush to an electric and sonic toothbrushes with changable heads.

3) Nike and Air Jordan.

Air Jordan has a big popularity and provide Nike with all-time top-selling signature basketball shoe.

Nike has built a strong brand image along the years through successful brand associations with legendary athletic heroes. The top of them is association between Nike and Jordan which exists for 19 years already. The result of this was a development of new sub brand, Air Jordan line of sport shoes which generated 9.5bln US dollars for Nike.

Nike Air Jordan brand differs from Nike shoes by speciffic segmentation and customer target. This brand specializes on basketball equipment meanwhile Nike is an incorporation with a broad customer target because it makes clothes, shoes, sport equipment for different sports and also has other sub brands such as Cole Haan, Converse, Hurley and Nike Golf. Moreover the product line differenciates from men and women, adults and kids, professional athletes and common people.

Дата добавления: 2015-11-04