nestle

19
Internship, Defense Program 16 th Batch Institute of Business Administration Jahangirnagar University Presented by Nusrat Azim Exam Roll Number: 070993 Institute of Business Administration Jahangirnagar University, Savar, Dhaka 1342 Internship Host Nestlé Bangladesh Limited Marketing, Dairy WELCOME 1

Upload: nusratazimbo4545

Post on 25-Oct-2014

84 views

Category:

Documents


2 download

TRANSCRIPT

Page 1: Nestle

Internship, Defense Program16th Batch

Institute of Business AdministrationJahangirnagar University

Presented byNusrat Azim

Exam Roll Number: 070993Institute of Business Administration

Jahangirnagar University, Savar, Dhaka 1342

Internship HostNestlé Bangladesh Limited

Marketing, Dairy

WELCOME

1

Page 2: Nestle

EFFECT OF BRAND ACTIVATION & SAMPLING ACTIVITIES ON CONSUMER

PURCHASE DECISION PERSPECTIVE NESTLÉ BANGLADESH

LTD.

Page 3: Nestle

OBJECTIVES

To represent the brand activation events which are designed to increase the brand image

To present an improve and increase of brand awareness through product sampling

To indicate how consumer sales gets influenced through activation

3

Page 4: Nestle

METHODOLOGY

Research methodology: Sample survey

Sampling Units:

300 respondents were taken for two specific surveys each having 150 respondents;

Mothers who have children aging 2-7; SEC-A, SEC-B

Contact method : Telephone interview

Data analysis method: on the basis of quantitative method

4

Page 5: Nestle

METHODOLOGY

Instrument Used: pre-made questionnaires. Later the analysis was made using necessary graphs and pie-charts.

Sources of data:

Primary: Telephone interview with consumers & Personal interview with the Sr. Brand Officer of NIDO

Secondary: Internal Documents available over Nestle Intranet

5

Page 6: Nestle

ABOUT NESTLÉ BANGLADESH

Nestlé is world's largest food & beverage group headquartered in Vevey, Switzerland

Nestlé Bangladesh Limited started its first commercial production in 1994

Theme of Nestle: “Good food, Good life”

Vision of Nestle Bangladesh Limited: “To be the very best Food, Beverage and Nutrition Company in Bangladesh”

Nestlé Bangladesh manufactures products under the categories: Dairy, Culinary, Beverage, Infant Nutrition & Confectionary Products

6

Page 7: Nestle

NESTLÉ DAIRY TEAM

Dairy team now promotes three specific product lines: NIDO Child Drinking Milk, Breakfast Cereals & Coffee Mate

NIDO is one of the key strategic and profitable brands

NIDO launched in the year 2000 through Full cream milk powder, has now 3 products operating under the brand name- NIDO Fortified full cream milk powder, NIDO 2+ and NIDO 3+ growing up milk.

7

Page 8: Nestle

Brand Activation & Sampling Activities of NIDO

PROJECT PART

8

Page 9: Nestle

BRAND ACTIVATION & SAMPLING ACTIVITIES OF NIDO

Every year, Nestlé spends two-third of their marketing budget for Below the line activations

Regular brand activation events: NIDO Growth Program, Ashun NIDO Pushti Jogote, NIDO SKU Drive, NIDO Pushti Shobar Gorey etc.

Special events: Mothers’ Day celebration, NIDO Mela

9

Page 10: Nestle

BRAND ACTIVATION & SAMPLING ACTIVITIES OF NIDO

Branding Materials: X-banners, Posters, Desk branding, welcome banners, souvenirs/gifts and NIDO jingle/video clips played/showed to create the mood

Gift Materials: Height sticker, NIDO branded Mug, NIDO 400g packs, Stationeries (pencil, eraser, sharpener, crayons etc.), sometimes taking photos with mascots etc.

Manpower: Promoters, Nutritionist, Mascotman, Supervisor, Photographer, Child Specialist, Magician

10

Page 11: Nestle

BRAND ACTIVATION & SAMPLING ACTIVITIES OF

NIDO

NIDO Ten on Ten Growth Program: Especially organized in kinder garden schools

Ashun NIDO Pushti Jogote: Especially organized in shopping malls

NIDO Pushti Shobar Ghorey: Door to door activity for mothers

NIDO SKU Drive: Separate activity to create a consumer base for NIDO 2+ and NIDO 3+

NIDO Mela: A grand carnival organized to raise awareness on nutritional issues

Mothers' Day: special event to greet mothers with flowers and cards in schools

11

Page 12: Nestle

Post Evaluation

FINDINGS

12

Page 13: Nestle

POST EVALUATION – NIDO TEN ON TEN GROWTH PROGRAM

Major findings

Through NGP, 19 of the 150 respondents were influenced to start using NIDO

As this survey was made after few months of the event, only 67% could recall about it and 92% of them could recall the exact topic of the event

57% of the total respondent admitted to be benefited by the event

Rest 43% who were not benefited, mentioned the reasons most like: they did not find the information important enough or already knew it

13

Page 14: Nestle

POST EVALUATION – NIDO TEN ON TEN GROWTH PROGRAM

Consumption status of NIDO was found to be like:

14

9%

13%

37%

41%

Never used NIDO till now

Who have started using NIDO after attending NGP

Regular consumers (had/has been using NIDO)

Who have stopped consuming NIDO

Page 15: Nestle

POST EVALUATION – ASHUN NIDO PUSHTI JOGOTE

Only one among the 150 respondents complained about a date-expired gift pack of NIDO

86% of them could recall the issues and the major ones were measuring height & weight of kids and taking photos with mascots

Among the 150 respondents, 55 never used NIDO of whom 35 respondents have started consuming NIDO after attending NIDO Ten on Ten Pushti Jogot

53% of the total respondent were found benefited by ANPJ, rest mentioned reasons like they are suited to other brands or the child has grown old and other (kid was healthy enough, do not like NIDO etc.)

15

Page 16: Nestle

POST EVALUATION – ASHUN NIDO PUSHTI JOGOTE

16

Never used NIDO till now

14%Who have

started using NIDO after attending

NPJ23%

Regular consumers (had/has been using

NIDO)38%

Who have stopped

consuming NIDO25%

NIDO Consumption Status

Page 17: Nestle

SALES FORECAST17

Figure: Sales Volume Forecast of NIDO-2010

In year 2010, sales volume for NIDO Child Drinking Milk rose up after the months of activation which has been shown in the following graph (using indexing method):

Page 18: Nestle

RECOMMENDATIONS

Nestle Bangladesh Limited should focus on activations which involve more on one-to-one communication

Out of Dhaka city, promotional activities should be more active and frequent so that they can respond more.

Issues should be resolved regarding consumers’ registration in forms with correct information

Getting any complaint regarding expiry date of product is a huge issue, which should be taken care of immediately

18

Page 19: Nestle

THANK YOU

19