NESTLE COMPANY

NESTLE is the SWISS based company started by HENRI to balance the scarcity of milk after 1st world war. Nestle is the German term stands for LITTLE NEST.

FOUNDER OF THE NESTLE

Nestle bird nest trade mark was first designed by HENRI (1814-189O). It symbolize a mother s love in carrying for her children.

HISTORY OF THE NESTLE1866- Nestle co., was started in this year. It has merged with ANGLOSWISS CONDENSED milk co., & finally named as NESTLE & ANGLOCONDENSED MILK CO., 1912- In the year nestle relationship started with INDIA by importing & exporting of finished products.

The main business of the nestle company is milk business, after that they entered in to other B/S.

1961- The NESTLE INDIA LTD., was set up its 1st factory in MOGA(PUNJAB). 1987- During the year installation of new factory at NANJANGUDU(KARNATAKA) for the manufacture of instant COFFEE

199O- co., entered into chocolate business.

1994- co., launched a number of products viz, CERELAC SOYA, MILK MAID, MAGGI NOODLES, MILKY BASE MARBLES, POLO

1995- It launched KIT KAT factory at ponda(Gova). & in Nangangudu the MILO-The chocolate energy food drink.

1996- Mixes pickles & new varieties of soups under the brand MAGGI

1997- It had a 49% of market share in the largest producer of instant coffee.

product under the brand name PURE LIFE

2OOO- It entered into domestic water bottled B/s.

2OO2- It holds 53.27% market share launched throat lozenge branded ACTI-V to compete against PROECTER & GSMBLE s VICKS cough drops

2OO4- It has signed on Bollywoos actress PREITY ZINTA for last brand MAGGI IN June 24t it has signed RANI MUKHERJEE as brand ambassador for its chocolate brand Nestle MUNCH

2OO7- Company at its meeting held on July 31st inter alia has appointed MR.PRADIP BAIJAL as a Nonexecutive director of the company.

FAMOUS BRANDS OF NESTLE Nescafe, Maggi, Milkybar, Milo, Kitkat, Bar-one, Milkaid, Nestea, Nestle milk, Nestle slim milk, Nestle fresh & natural dahi, Nestle jeera raita.

OBJECTIVES OF THE NESTLE IT wants to capture the max of the market share in INDIA It has to establish a strong base in INDIAN MARKET

Nestle wanted to explore the potential for such an instant food among the INDIAN MARKET.

STRATEGIES ADOPTED BY NESTLE The promotions positioned the some products, like Maggi as a convenience product, for mothers, fun products for children.

Tagline FAST TO COOK & GOOD TO EAT was also in effort for positioning the product.

Promotion through free samples, giving gifts, in return of empty packets.

MARKET PENETRATION OF NESTLE

promotion campaigns in schools focusing on children

New product innovations according to the INDIAN MARKET. Availability of products in d/f packages like 5Ogms, 1OOgms, 2OOgms, & family packs(4OOgms).

Target kinds & office going mothers TATE BHI HEALTH BHI was the slogen that clicked in the market.

Organizing games, contests, industrial visits to school children was done for positioning.

FINANCIAL STATEMENT OF THE NESTLE

Nestle milkpak is the world s largest co., which does 98% share of it s business.

It has an annual turnover of 7O billion swiss france, 522 new factories in 81 countries, 2OO operating companies 1 basic research outer & 2O technological development groups, has more than 2,31,OOO employees & more than 8OO products around the globe.

Over all company market share is 8O%

Nestle share as compared to NURPUR, NIRALA & other are moves around 2O 3O%.

COMPETITORS OF THE NESTLE

GALAXO SMITH CON BRITANNIA KWALITY DAIRY REI AGRO LAXMI ENERGY KOHINOOR FOODS L.T. FOODS

STRENGTH OF THE NESTLE BRAND IMAGE AGGRESSIVE MARKETING QUALITY PRODUCTS SKILLED LABOUR EDUCATED STAFF MKG. STRATEGIES

ESTABLISHED BY THE CO., ARE INNOVATIVE SOLID FINANCIAL POSITION

WEAKNESS OF NESTLE IT IS MAIN WEAKNESS

OF MILKPAK THAT THERE ARE D/F CO.,S OF MILK, BUT THE NAME OF NESTLE MILKPAK IS ALWAYS STAND IN THE LAST BCZ, OF LOW ADVG,. & MKG.

OPPORTUNITIES OF THE NESTLE

THE OVERALL MILK MKT. IN PAKISTAN IS 20 BILLION LITERS, OUT OF WHICH PROCESSED MILK CONTRIBUTES ONLY 3 MILLION LITERS, NESTLE MILKPAK ALONG WITH OTHER PROCESSED MILK B/S CONTRIBUTE .o

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