Getting to Know Nestlé

Submitted to Miss Maryam Wazirzada

Submitted by Mansoor Ahmad
Majid Ahmad
M Tahir Sheikh
M Ajmal Misar .
Mian M Asad
 Global Organization

 It is a Swiss Company and have around

254,000 people working world wide. Operating
in more than 130 countries. World´s leading
food & beverage company. People, brands &
products are the keys.

.
 Corporate Mission

 Be the leading healthy,

nutrition and wellness
company in the world

 Wants to be 100b company

in 2014 in Pakistan

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 Product Lline

Milkpack Pure Life Nido Coffee Cerelac

Everyday Juice Cream Ghee Yogurt

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 Introduction of Lemo and Malta

 Lemo/Malta is the product of

Nestle, Which was launch in July
2005.

 Committed to create values for its

Customers and shareholders.

 Low price to compete with Roh

Afza and Jam-e-Sherin.

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 Orientation Strategies

 Marketing oriented strategy

 Test 60/40+
 Smart & young housewives(57%)

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Demographics

.
Marketing Enviornment

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 Marketing Research & Method

 Competitors Intelligence
 Focus group
 Price responsiveness
 Market share analysis
 Primary & Secondary Data

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 Segmentation

 Geographic
 Demographic
 Psychographic

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 Target Market

 Single Segment Strategy

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 Product Development Process

 Product Attribute
Quality,Physical Characteristics, Price, Brand,
Packaging, Color,Design Seller’s reputation and service
 Development Process
Imitative Product
 Criteria of Product
Category growth, Financial Criteria and company’s
market structure

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 Position of Limo / Malta
High Price

Nestle’
Lem Malta
Low opa & Tang High
Quality ni Lemo 25gm Quality
25g 25gm
m Mixe
r
25g
m

Low Price

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 Pricing Strategy

 Head to Head competition

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 Distribution Strategies
 The Chain of distribution adopted for Limo and
Malta

Company

Distributors

Wholesalers

Retailers

Consumers
.
 Promotional Mix

 ATL
 BTL
 Free Sampling 350K
 Road Shows
 Town Storming
 Gift Scheme on redemption

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Analysis

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 Why Fail ???
Reasons

 Trade Discount was less as

compare to competitors
 Competitor’s ATL was more
than Nestle
 Nestle was failed to create
product awareness among
consumers
 Marketing investment was not
sufficient
 Quality Problem
 Try to cash Nestle name

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 Why Faill Cont…..
Reasons

 SKU depth
 Add was not clear and not
attractive
 Pricing Strategy was not
adopted
 Failed to highlight consumer
benefits
 Design of product was not
attractive
 Positioning was not clear
 No proper segmentation
 Taste was not good

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Relaunch

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 Corporate Mission
Corporate Mission

 Meet the nutritional need of consumer of all

age groups from infancy to old age, from
nutrition to pleasure, through an innovative
profile of branded food and beverage product
of highest quality.

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 Short Term Objectives

OBJECTIVE

 To increase market share

 Restore brand image
 Increase SKU

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 Long Term Objectives

 To make this brand profitable

 Head-on Competition

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 Recent Market Trends

Growing Powder Drinks Market

Economical
Convenient
No FDI
Climate

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 Segmentation

Segmentation Strategy

 Geographical
All province’s Major cities (Lahore, Multan,
Faisalabad, Karachi, Hydrabad, Peshawar, Quetta and
twin cities Islamabad and Pindi) 1year
 Demographical
All Age groups, A, B & C Class and for all races
 Psychological
Socialize people and excitement seeking
 Behavioral
Benefits seeking people

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Strategies & Tactics

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Product Development

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 Target Market

 All age group

 Aggregation Strategy

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 Position of Orange & Lemonade
High Price

Lem
Low opa Tang High
Quality ni 25gm Quality
25g Mixe
m r Nestle’
25g Orange &
m Lemonad
e 25gm &
200gm

Low Price

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 7 Ps

Ps
 Product
 Price
 Promotions
 Place
 People
 Process
 Physical environment

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 Orange & Lemonade

Product

 Consumer benefits
 4 SKU
 Variation
 Improved Quality
 New Design
 Packaging
 Colors
 High Value

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 Price

Price Objective

Sales Oriented
 Increase sales volume
 Increase market share

Price Competition
 Low Price
 Penetration

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 Placement

 Distribution channel for deep penetration

 Wholesale
 Retailer Coverage
 Key Accounts
 Blue Account
 Business Market

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 Promotions

Promotional Mix

 Advertising
TV, Print Media, Radio, Billboards, Road
Shows and School Competitions and
Sponsoring sports events

 Sales Promotions
Free sampling
Trade discount
Consumer Promotion
Lucky draws (Singapore return ticket)
Gift Hampers

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 People

 Customer Service Centre

 Post Launch feedback

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 Physical Environment

 Extra ordinary services to retain good will

 In-store Branding
 Huaraches Activities

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 Process

 Speed to the market is of the essence

 Response to feedback

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Distribution Strategies

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Conclusion