Group Members

HASHAAM MAQSOOD 59133

SHAYAN ALAM 59220
MOHAMMAD IMRAN 59142

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Print Ad.

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 Nestlé’s vision is to be the recognize leading nutrition, health
and wellness company.

Our Mission

To positively enhance the quality of life of the people of

Pakistan by all that we do through our people, our bran’s,
our products and our CSV activities.

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Basis of Product:
 SWEESH is a portmanteau or a linguistic blend of words sweet
and fresh.

Slogan:
Doodh aur Maza aik saaath...

Positioning Statement:
 Sweesh flavored milk provides you the daily intake of healthy
nutrients that keep you strong and fresh.

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Brand development Strategies:

Product Category
Existing New

Existing
Brand Name

New

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Product Classification:

Consumer Product: (convenience product )

Since our product will be bought for personal consumption , it falls in the category of Consumer
product. If we classify it to further extent it is a convenience product that the customers usually buy
frequently as they feel the need of it with a minimum buying effort and with less or no planning.

Product social Class:

Our product social class is middle class people. That is mainly upper middle class and mid middle class.
Therefore , we have to keep the price low in price conscious market.

Proposition Strategy:
We think offering “Same for Less” can be a powerful value proposition in the price conscious market of
middle class buyers.

Market Segmentation:

Demographic segmentation
We have sliced the market according to demographic segmentation . Thus, children, teenager and
adults with the age group of 4 to 25 is our main target market regardless of their genders.

Geographic Sementation
According to geographical proximity we have planned to introduce our product in few metropolitan
cities of Pakistan as they have large population to be catered.
Behavioral Segmentation:
We have a plan to promote our product on occasions like Eids etc. 7
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Price Strategy:

Market penetration

Is the strategy we will be following to attract the large number of buyers and
to get the large market of share. Our target is to spread our product widely
as compare to our competitor’s while expanding the market aswell.

Product line Pricing

We are offering our product in two different sizes 150ml for Rs.12/- and
250ml for Rs. 20/-

For whole sellers company has decided trade offer of Rs. 20/- per carton for
limited time.

For Superstores , company has decided to give extra margin against the
shelf rent to all key accounts that exist in the division. Currently we are
working on this plan.

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PROMOTION:

Above The Line (ATL) Activities:

 We have inked a deal with Geo group to on-air our advertisement against the
amount of Rs.1.2 million.
 The advertising media we have selected is Geo super.

 The ad will run on prime time that is 8 to 10 pm .

 The time frame we have decided is 1 month.

 Frequency of the ad is 3 times a day.

 As far as the ad making is concerned , we have hired the services of Orient

advertisement against Rs. 1.6 million. The message execution style is slice of
life with the theme of tasty and healthy drink.
 For the good media impact and to get maximum reach , we have selected
Daily Jang.
 Half page ad will be published in the 2nd leaf against the cost of Rs. 4 lacs.

 The same Geo group has been chosen for web marketing.

 For facebook we have a page of Nestle Pakistan to aware the people.

 Our website is in the development phase with the url of

www.sweesh.webs.com
 Bill boards and hoardings will be displayed in different areas of different
cities. It will incur the average cost of Rs 30,000 per month per hoarding.

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Below The Line (BTL) Activities:

 DDS- Door to door service will be provided in different areas to persuade the
people.For this we have hired a team of 12 sales promoter from Komal
enterprise against the cost of 10,000 per day .This team will launch the
campaign in different areas according to given schedules. The same plan
goes for different cities.

 Stall activities in different malls and superstores will be carried out at

Karachi,Islamabad and Lahore. Komal enterprise are being considered for
this activity as well.

 Vehicle promotion activity will be done by Orient advertisement . They are

setting the routes according to rush hours in various points.

 Free sampling campaign at school, universities and colleges will be launch in

the first ten days of July with presentations. Our marketing team is
negotiating with Badar Expo Solutions.

 Placements of Streamers ,Buntings and Jentry are to be decided yet.

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PLACE:

 The raw milk suppliers are Adnan Butt dairy farm, Dairyland Farm, Indus
Dairy Farm, Omega Dairy Farm, Farmers Dairies and Horizon Dairy Farm.
 For inbound logistics we haved hired the services of Galaxy international Pvt
Ltd. as they are already supplying Nestle for dairy products.

 Muller and Phipps’ is our distributor in all the cities. The reason to chose
them is their large distribution network. In Karachi they have warehouses in
Korangi and in P.E.C.H.S. In Hyederabad, they operates a warehouse in
Industrial Park. In Punjab they have a pretty giant network as compared to
Sindh.

 Sweesh will be available in different major cities like Karachi,Hyderabad,

Lahore,Multan,Islamabad and Rawalpindi .

 All the superstores and supermarkets like Makro, Metro, Naheed, Imtiaz,
Hyperstar will be supplied through our distributor. However, the retail shops
will be supplied through the whole sellers in their areas.

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Chart of Distribution:

This is the flow chart of our distribution channel network.

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 Pakistan is one of the top consumers and producers of Milk
and Dairy products in the world.
 Raw milk industry is not up to the standards and desires,
but domestic milk producers are maintaining a good
reputation.
 There is traditional supply of milk from the farm owners to
customers and the milk processing companies are also
there.
 Milk’s supply is in surplus for milk processing companies.
 The processed milk industry is getting a hype in urban
areas because of its ease of availability, ready to use and
has a longer life.
 Pakistan is currently facing the political instability, bad law
and order and economic downfall.
 The market has the potential to expand and there is a fair
competition in the market.
 We have the chance of growing and expanding and to lure
away the customers from the competitors.

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Packaging:

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Market Share:

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Competitive Products and
Pricing:

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Action Plan:

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