NESTLE STORY: Nestle Pakistan is a subsidiary of nestle S.A a company of Swiss origin headquartered in Vevey, Swit erland. !

t is a food processing company, registered on the "arachi and #ahore stock e$changes. %or & years in a row, the company has won a place among the top '& companies of the "arachi stock e$change. (eadquartered in #ahore the company operates & production facilities. )wo of its factories in Sheikhupura and "abirwala are multi products factories. *ne factory in !slamabad and ' in "arachi produce bottled water. )hrough its effective marketing and vast sales and distribution network throughout the country, it ensures that its products are made available to consumers whenever, wherever and however. !n the line with Nestl+,s global philosophy, Nestle Pakistan is proud of its commitment to e$cellence in product and safety and quality and providing value and services to its consumers. *n the social front it is very responsible when it comes to environmentally sound business practices and corporate social responsibility. Nestle Pakistan operates in many ways but people products and brands are the main flag bearers of the company,s image.

Nestls Vision At Nestle, we believe that research can help s to !a"e better #oo$, so that people live a better li#e%& 'ission State!ent: Nestle is $e$icate$ to provi$in( the best #oo$s to people thro (ho t their $a), thro (ho t their lives, thro (ho t the worl$% *ith o r bein( an$ enhances )o r + alit) o# li#e%& Nestle is not only Swit erland-s largest industrial company, but it is also the .orld-s #argest %ood /ompany. )he mission statement emphasi es on the fact that Nestle products are available in nearly every country around the world. .herever one may live, only Nestle can provide the best and most reliable food and beverage products to meet ni+ e e,perience o# anticipatin( cons !ers- nee$s an$ creatin( sol tions, Nestle contrib tes to )o r well

his0her needs throughout the day, throughout the life. 1specially, people on the move want to be able to find good food wherever they are, whatever the time of day. )hey are often reassured that they will find well2 known brands out of home. )his statement also reflects the image of high quality products that Nestle offers. Nestle has the advantage that it offers caterers, fast food chains and other restaurants a complete range of high quality ingredients, base products and meal components, as well as leading consumer brands such as Nescafe. 3uality is the cornerstone of the success of the Nestle /ompany. 1very day, millions of people all over the world show their trust in the company by choosing Nestle products. )his trust comes from a quality image that has been built up for over a century. )herefore, the quality of the products ultimately enhances the quality of the consumer,s life. !n addition, the mission statement declares that Nestle has the ability to anticipate 45 consumer,s needs and create solutions5.6 Nestle has proven this ability a number of times by introducing new products that were required by consumers. 1specially, the launch of Nestle Pure #ife in Pakistan proves the accuracy of this fact. !n Pakistan, there was a need for safe and healthy drinking water and Nestle responded to this consumer need by introducing Nestle Pure life %inally, it is quite evident that the organi ation has actually implemented its mission statement in the business practices that it carries out. Also, the mission statement has been an important guideline for any S78 that the firm has started and this is portrayed by the success that each S78 of Nestle en9oys. .ow Nestle /e#ine 'ar"etin(: 7uilding customer relationship based on customer value and satisfaction is at the very heart of modern marketing. )he two fold goals of Nestle marketing is to attract new customers by providing superior value and to keep and grow the current customers by delivering satisfaction. Nestle defines marketing as: A social and managerial process whereby individual & groups obtains good food and good life through creating and exchanging products and values&

0rinciple:

Nestl+-s business ob9ective is to manufacture and market the /ompany-s products in such a way as to create value that can be sustained over the long term for shareholders, employees, consumers, and business partners.

Nestl+ does not favor short2term profit at the e$pense of successful long2term business development.

Nestl+ recogni es that its consumers have a sincere and legitimate interest in the behavior, beliefs and actions of the /ompany behind brands in which they place their trust and that without its consumers the /ompany would not e$ist.

Nestl+ believes that, as a general rule, legislation is the most effective safeguard of responsible conduct, although in certain areas, additional guidance to staff in the form of voluntary business principles is beneficial in order to ensure that the highest standards are met throughout the organi ation. Nestl+ is conscious of the fact that the success of a corporation is a reflection of the professionalism, conduct and the responsible attitude of its management and employees. )herefore recruitment of the right people and ongoing training and development are crucial. E10ANS2ON : )he history of Nestle includes the development of many different products as well as acquisitions, mergers and the purchasing of shares in companies, mainly abroad. *ver the course of the years, this enabled it to broaden its range of products and diversify its operations, while at the same time strengthening the economic foundations of the company. Amongst the most important acquisitions were /arnation in #os Angeles <milk, culinary products and pet foods= and more recently >ow tree ?ackintosh in @ork <chocolate and confectionery=, 7iotin in Perigee <pasta= as well as Perrier in %rance <mineral water=. Nestle, which does ABC of its business outside

Swit erland, also has interests in non2food sectors, in cosmetics <a large share holding in #-*real= and ophthalmic products <acquisition of Alcon #aboratories !nc.= while continuing to give priority to food products. 'ar"etin( 'i,:

?arketing ?i$ is defined as a set of controllable tactical marketing tools that firm blends to produce the response it wants in the target market. )he marketing mi$ consists of every thing the firm can do to influence the demand for its products. )he many possibilities can be collected into four groups of variables known as the four P-s that are as follows: 34 0RO/56T: Product stands for goods and services that the company offers to target market. Nestl+ kit "at is in four si es including "." /hunky, while Polo is in three si es. )he shape and the color of the "it "at and Polo are quite attractive for the customers. )he labeling, packaging of the "it "at and Polo includes the Nestl+ brand and logo. )he packaging includes an e$piry date and time along with a manufacture date. Second part of labeling includes the quantity of product in grams along with ingredients and contents of chocolates and candies. 7RAN/S 2N 0A82STAN: !. /A2RY 0RO/56TS NESTLE '2L80A8 5.T '2L8 #aunched in DABD, it has become synonymous with quality milk. 7acked by a very strong brand name, aggressive marketing and distribution plans, consistent quality and availability through out the year, ?!#"PA" 8() has been e$tremely successful. !n September DAAA, ?!#"PA" 8() milk was launched as N1S)#1 ?!#"PA" 8() ?!#". N1S)#1 ?!#"PA" 8() ?!#" is available in three pack si es of DEEE, &EE and '&E ml.

'2L80A8 75TTER A continuous butter2making machine was commissioned at

"abirwala factory in the year 'EEE to produce high quality cultured butter. )his new butter was an improvement upon the earlier product and carries Nestle branding that endorses its superior quality. !t has an e$cellent taste and aroma andis easy to spread.)he new N1S)#1 78))1> is available in two pack si es of 'EEg and DEEg in new attractive packaging. NESTLE 0LA2N YO95RT #aunched in November 'EEE in #ahore, N1S)#1 Plain @ogurt is the latest addition to Nestle ?ilkpak-s dairy family. !ts unique -Stay %resh seal and a 'D2day shelf life gives the brand a formidable competitive advantage. )he brand provides valuable access to future product launches in the chilled product category through a dedicated chilled distribution. !n a very short time the brand has gained a substantial market share. )hrough future e$pansion into markets other than #ahore and a strong marketing and sales support, N1S)#1 Plain @ogurt will undoubtedly grow into a strong brand and, in time, will achieve the status of market leader. '2L80A8 5.T 6REA' ?!#"PA" 8() />1A? was introduced under the ?!#"PA" brand in DABF. !t is available in 'EE2ml pack si e in an attractive slim pack. )he consumer trust in the brand name and the product has ensured its dominant share in the cream category.?!#"PA" />1A? was also introduced in an economical DEEEml pack si e in the year 'EEE. )his S"8 has been developed for %ood Services to cover institutions using large quantities of fresh cream. '2L80A8 /ESl 9.EE ?!#"PA" G1S! H(11 was introduced in DABF in tin packaging. )he packaging was later changed to )etra Pak. (owever, in line with the current market trend, ?!#"PA" G1S! H(11 was relaunched in D"g tin packaging in the year'EEE. )he product was also introduced in DFkg tin packing to tap the huge potential of loose desi ghee.

NESTLE EVERY/AY )o target the massive potential offered by the tea2whitening segment, N1S)#1 1V1>@GA@ tea whitener was launched in DAA'. Supported by aggressive marketing using multi2media activities, focused distribution with sampling drives and e$cellent consumer acceptance, the brand has shown strong growth and holds good promise for the future.