About Nestle Pakistan;

Nestl has been serving Pakistani consumers since 1988, when our parent company, the Switzerland-based Nestl SA, first acquired a share in Milkpak Ltd. Today we are fully integrated in Pakistani life, and are recognised as producers of safe, nutritious and tasty food, and leaders in developing and uplifting the communities in which we operate. We at Nestl Pakistan ensure that our products are made available to consumers wherever in the country they might be. Convenience is at the heart of the Nestl philosophy, and our aim is to bring products to people's doorsteps.

A History of Service
In line with our parent company's global philosophy, we are proud of our commitment to excellence in product safety, quality, and value. Our products cater to human needs, and we are active in the communities we serve. From spreading awareness about nutrition and wellness to digging wells in the Thar desert and succouring earthquake victims, we are committed to serving our country and its people. The consumer's voice is key to Nestl Pakistan's vision and working. Whether you live in the remotest village or the metropolis of Karachi, our consumer services team stands ready to listen to your concerns and provide answers about our products and guidance on matters of health and wellness.

Companys offerings:

Successful product:

Doodh ki qudrati ghizayat Pure, Nutritious Goodness of Milk Pure, rich and delicious NESTL MILKPAK standardized UHT milk benefits from Nestls expertise in bringing you the very best life has to offer and benefits from 140 years of consumer trust. Our extensive milk collection system ensures that the milk you get is of the finest quality. Encourage your family to exercise regularly, eat a healthy, well-balanced diet and drink pure, nutritious milk for good health. Milk is a must-drink for your children as it is a rich source of Calcium that helps in the growth and development of strong bones and teeth. It is equally beneficial in keeping grown-ups bones strong. So live to the fullest and enjoy the pure, wholesome goodness of milk with NESTL MILKPAK! A 250 ml glass of NESTL MILKPAK fulfills your daily requirement of 27-30% of Calcium, 15-18% of Protein, 31-34% of Phosphorous, 6-9% of Vitamin A and 160-169 Kcal of energy, as Recommended Dietary Allowance by the National Academy of Sciences, USA.

Marketing campaign:

Electronic

Campaign Title Campaign Year 2007 Duration 1 year Print

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Targets
All social classes All areas of Pakistan To remain the market leader in Pakistan To get maximum share of market Best in taste and quality

Target Achieved
Market leader Maintain taste and quality Generated the desired revenue

Reason for success

Good milk collection method UHT Good distribution channels Brand value

Comparatively Unsuccessful product:

Low Fat Hi-Calcium Milk & Yogurt Stronger Bones, Smarter You! Did you know that your body loses a certain amount of Calcium every day that must be replenished on a daily basis? Since your body cannot produce Calcium, you must ensure that you get enough of it in your daily diet. If you are set for an active and healthy lifestyle then you need to get the strength your bones need & the smartness you desire with NESTL NESVITA Milk & Yogurt as it's high in Calcium and low in fat. With 50% more Calcium than regular milk & yogurt, NESTL NESVITA locks the Calcium in your bones making them strong and healthy. This is because it contains

CALCI-LOCK, a special combination of Calcium, Vitamin D and other essential vitamins and minerals. Just two glasses of NESTL NESVITA Milk or four servings of NESTL NESVITA Yogurt helps meet an adults daily requirement for Calcium intake*. And it contains less than 1% Fat! Could it get any simpler or better? NESTL NESVITA Milk is available in two handy sizes: 1000ml and 200ml. NESTL NESVITA Yogurt is available in a 450g tub packaging.

Marketing campaign:
New and innovative product Health beneficial With its distinguished formula, NESVITA Pro-Digestion is supplemented with Actifibras, Nestl's unique fiber combination developed through research and proven to help maintain healthy bowel functions and regulating intestinal activities. The newly developed milk brand is also enriched with calcium to contain double the amount than most other milks in the market and offers women (between 19 and 50 years) 50% the daily requirement of calcium amount needed compared to 25% of most of other brands Competitive price Initially extensive advertisement in print and electronic media Weak placement Their distribution channel was not proper Supportive in reducing Osteoporosis It is important to know that if your body does not get enough Calcium, there is an increased risk of developing Osteoporosis later in life

Targets:
Diet and health conscious Fullfil the daily requirments for the body 1000ml for family 200ml for individuals

Targets achieved:
Could not attains the desired targets Could not get the attentions of the target customer Could not attain the desired market shares

Reasons:
Improper promotion Advertisement Target class Taste Improper placement Weak distribution channels Unavailability