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NESTLE ACTI PLUS MARKETING STRATEGY:

Product Brief:

How can you give the best to your family id you are not at your best? Constipation and
its related symptoms like bloating and indigestion can really bog you down and instead
of enjoying your life;you begin to dread your daily duties. Enter Nestle ACTIPLUS
yogurt, your one stop solution to all your daily digestive hangovers. Containing the
power of fiber and probiotics, its equipped to help your digestive system function better
and make you feel lighter. The result is a healthy tummy and a healthier lifestyle.
Now you can digest better and give your family the best.

How can you give the best to your family if you are not at your best? Constipation and
its related symptoms like bloating and indigestion can really bog you down and instead
of enjoying your life; you begin to dread your daily duties. Enter Nestl ACTIPLUS
Yogurt, your one stop solution to all your daily digestive hangovers. Containing the
power of fiber and probiotics, its equipped to help your digestive system function better
and make you feel lighter. The result is a healthy tummy and a healthier lifestyle. Now
you can digest better and give your family the best.

Good to know
It is the only yogurt that contains fiber (Inulin) and probiotics (live cultures).
When combined with the goodness of Live Cultures, Inulin helps to maintain a good
digestive system, so you can be in tip top condition to take on the challenges of the day.
Live Cultures are good bacteria that help maintain a good intestinal environment and
subsequently improve digestion and absorption of vital nutrients from foods.

Marketing Strategy:

The target consumer of Acti-Plus is all the people who have digestion problem,
especially the women who face digestion issues after child birth and their performance
at home and work place also get affected.
The Purchase Funnel in Brand Health Tracker ( BHT) Report tells us that the awareness
of ACTI PLUS is very low. Since this is the first step in the Funnel, so this is the
challenge for Nestle.
Second Brand Health Tracker tells that the brand positioning of ACTI Plus on Good for
Digestion is low, which means that consumer didnt associate the brand with digestion.
They consider is as low fat yoghurt. Hence Nestle decided to build awareness of the
benefit proposition.

The target consumer is all the people who face digestion problems. This brand target
especially to the women whose performance get low at home or at home due to
digestive problem which specially happen after changes which she has to face after
child birth.

Linkage between corporate strategy and current strategy:


The Corporate Equity Monitor report for Nestle Company tells us that Nestle is
perceived to be the top F& B Company when it comes to quality, Nutrition, health and
ACTI Plus yoghurt is closely linked to Nestle Brand name.
Hence the marketing strategy of ACTI PLUS and Nestle are aligned on Nutrition Health
and Wellness.

5 Cs Analysis
Company
Nestle Pakistan is a renowned food processing company which is a subsidiary of
Switzerland based Nestle S.A., worlds largest food company in terms of revenues. The
portfolio of Nestles products is diverse and it contains a vast array of dairy products
including yogurts, powered and liquid milk, as well as coffee, frozen good, snacks,
confectionery, etc. The sheer size of Nestles product range can be judged from the fact
that it has established more than 30 of its own sub-brands and it produces well over
8,000 different products. Nestle has presence in 194 countries and it has more than 400
factories which employ more than 300,000 people. In terms of technology, Nestle
spends well over $2 billion annually on research and development (R&D) activities.
Nestle Actiplus is a low fat yogurt and contains probiotics which make the digestive
system strong. It is manufactured and distributed in.
Competitors
Given the product niche, extent of competition for Nestle Actiplus depends on the
preferences of consumers. What distinguishes Nestle Actiplus from other brands of
yogurt manufactured by Nestle Pakistan and other food processing companies is its low
fat content and probiotics. Per se, there is no direct substitute of Nestle Actiplus
currently available. However, if consumers are, by and large, indifferent between a
healthy brand of yogurt in the form of Nestle Acitplus and other different varieties of
branded and non-branded yogurt, then the extent of competition confronting Nestle
Actiplus is huge and given its price-tag and level of saturation in the market, Nestle
Actiplus is likely to struggle to gain a sizeable share of the yogurt market.
Customers
By launching a brand of yogurt which is low on fat and contains probiotics, Nestle
Pakistan has made a deliberate attempt to capture the segment of the market which
comprises of health conscious people who prefer to keep their diet in check. Although

awareness about the importance of consuming a healthy diet which does not contain
fattening ingredients or substances which may otherwise be harmful has increased
significantly over time, proportion of people who are health conscious to a considerable
extent is fairly low. Also, given the price-tag attached to it, Nestle Actiplus, if ever, is only
going to become part of regular diet of upper-middle and upper class consumers, so
specifically in terms of volume, Nestle Actiplus is not likely to attract hordes of clients.
Collaborators
Nestle S.A., the parent body of Nestle Pakistan, is primarily responsible for undertaking
product R&D work with some of the R&D tasks delegated to Nestle Pakistan and
performed locally. R&D work on probiotics and their subsequent use in yogurt was
made possible internally by Nestle. Nestle has an independent distribution network
which is spread across Pakistan. Supplies of dairy raw material are received from a set
of selected dairy farms which have been approved by Nestle Pakistan after meeting its
stringent quality tests.
Climate
In terms of dairy products, recently, a few brands have sprung up which aim to give
Nestle a tough competition in its bid for expanding its market share. Of these brands,
Engro foods is a notable mention. So in terms of competition, Nestle is expected to face
a lot more of it in the future. In terms of economic situation, Pakistan economy has
stabilized fairly of late and with low inflation and other key macroeconomic indicators
showing promise, lack of any improvement in the energy crisis is the only worrying bit
for Neslte. Also, with an increasing awareness amongst the masses regarding the
importance of healthy diet, Nestle is likely of expand its market share with more people
likely to prefer branded products, particularly dairy items, over sub-standard and nonbranded products openly available in markets.

Exhibit 1

Actiplus Android Quiz

Exhibit 2

Actiplus Television Commerical Snapshot

Exhibit 3

Nestle Actiplus Poster Design