ZAINAB ZAHRA BS (Accounting and Finance).

The University of Lahore.

NESTLEG O O D F O O D G O O D L I F E

A PRESENTAT ION ON PR INC IPLE OF MARKET ING

HISTORYHenri Nestle, born Heinrich Nestle on 10 August

1814 was a German who immigrated to Switzerland.

He was the founder of Nestle.

In the 1860’s Henri nestle developed the first condensed

milk and cereal based infant food‘‘ FARINE LACTEEHENRI NESTLE’’

(a dry mixture of cow’s milk, sugar, wheat flour)

• 1900 operating factories in the united states, Germany, Britain Spain.

• 1905 merger with Anglo Swiss condensed milk company.• 1920’s saw nestle first expansion with chocolate .

NESTLE IN PAKISTAN•  Arrived in Pakistan by a joint venture with Milkpak in 1988.

• Acquired the company in 1992. • Subsidiary of Nestle SA ltd. Vevey, Switzerland.

• Operates as a public limited company in Pakistan, listed in Karachi and Lahore stock exchanges.

• Has corporate head office in Lahore.

• Corporate resident office in Karachi. • Regional sales offices in 9 cities. • Employees over 3500 individuals. • 4 production facilities. • Started operations for Afghanistan as well.• Signed the water stewardship agreement with WWF-Pakistan.

• Engages with 190’000 farmers. • Won awards from Karachi stock exchange and Pakistan center of philanthropy for it’s remarkable progress and social responsibility.

MISSION STATEMENTTo positively enhance the quality of life of the people

of Pakistan by all that we do through ourpeople, our brands and products and our CSV

activities.

VISION STATEMENT

“Nestlé’s global vision is to be the recognized leading Nutrition, Health and Wellness

Company. Nestlé Pakistan subscribes fully to this vision of being the number one Nutrition, Health, and Wellness Company in Pakistan.

NESTLE PRODUCTS• Ambient Dairy • Chilled dairy• Beverages • Bottled Water • Culinary and food • Baby Food • Breakfast Cereals • Coffee • Confectionery

AMBIENT DAIRY

Nestle Milkpak Nestle Nido Nestle Milkpak Cream Nestle Everyday

CHILLED DAIRY• Nesvita Chilled dairy • Nestle Chilled Latte • Nestle yogurt • Nestle riwayati maza • Nestle Actiplus yogurt • Nestle Milkpak Yogurt • Nestle zeera Rait • Nestle Podina Raita

BEVERAGES

Nestle fruita vitalsNestle Nesfruita

BOTTLED WATER

Nestle Pure life

CULINARY AND FOOD

• Maggi Noodles • Maggi Umda MAza • Baby Food • Nestle Cerelac • Lactogen • NAN

BREAKFAST CEREALS

• Nestle Coco crunch • Nestle Milo Cereals• Nestle Corn Flakes • Nestle Fitness

NESTLE COFFEE

• Nescafe Classic • Nescafe Gold • Nescafe 3 in 1

CONFECTIONERY

Nestle Crunch Nestle Kitkat

BCG MATRIX

Milkpak Nestle Pure life Juices Noodles0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Nestle

ANSOFF MATRIXMarket Penetration (MP)

Nestle Fruita vitalsNesfruitaNesvita

Market Development (MD)

Product Development (PD)

Nestle CrunchRelated

diversification(Baby Food, Dairy,

Bottled water, confectionery)

Diversification (Div)

PEST ANALYSISPolitical

• Instable political environment

• Fluctuation of taxes

Economical• High Inflation rate• Low per person capital

income• Low growth rate of

economy• Decreasing value of

money

Social• Rich and unique

culture• Exclusive trends

and beliefs• Society’s ability to

adapt

Technological• Advances in

telecommunication technology

• Strong media industry

SWOT ANALYSISStrengths• Brand Image• Growing sales and profits• Marketing expertise• Trusted quality• Product availability (Distribution Channel)• Strong Research and development• Socially responsible image

Weaknesses• Higher prices• External sources of raw material

Opportunities• Increasing demand for healthier food• Market ready to adapt new trends• Absense of matching competition• Possibility to introduce area specific stuff

Threats• Uncertain economic conditions• Increasing competition• Food contamination• Raising prices of raw material• Unsure law and order situation

MARKET SEGMENTATIONMilk products Nestle Pure

life Nesle

Fruita Vitals

Geographic Segmentatio

n

Demographic

Segmentation

Family life cycleAge

OccupationIncomeGender

NesfruitaMaggi Umda Maza

Maggi NoodlesBreakfast Cereals

Nestle NidoNestle Cerelac

NescafeNestle Crunch

Kitkat

TARGETING

Undifferentiated/ Mass

Marketing•Nestle Milk Pak•Nestle Pure Life•Nestle Fruita

Vitals

Differentiated/ Segmented Marketing

•Nesfruita Juices•Chilled dairy products•Nesvita•Maggi Noodles•Maggi Umda Maza•Baby Food•Breakfast Cereals•Coffee•Confectionery

POSITIONINGMore

Healthy, more

nutritious food

Trusted purity

Unmatched Quality

PRODUCT LIFE CYCLE (PLC)

Introduction

Growth Maturity Decline

Nesvita

Nestle Chilled coffee

Nesfruita

Nestle Milo Cereals

Nestle Fitnesse

Nestle coco crunch- Cereals

Nestle Crunch

Nestle MilkpakNestle NidoNestle EverydayNestle Fruita VitalsNestle Pure LifeMaggi NoodlesNestle CerelacLactogen and NANNestle Corn flakesNescafeNestle Kitkat

Yogurt

Maggi Umda Maza

Nestle Meethay

CREATING SHARED VALUE AND WEALTH

STRATEGIES OF BRAND PROMOTIONAdvertising Objectives and Plan The objectives of the advertisement of nestle are not only

increasing market share in Pakistan but rather building long-term relationship with customers through the use of emotional strategy. Another objective includes increasing demand of nestle by increasing its liking among people

Creative Strategy: Nestle is having a way that every one drinks nestle and it’s a

milk of nation; which is liked by everyone focusing its target market which is middle and upper class with a way that

NESTLE MILKPAK IS MILK OF NATION.

EXECUTION PLAN FOR NESTLE• TVC Production For the Nestle campaign, a video ad is also made in order to give

alive message to the audience about that every person in Pakistan choose Nestle• Print Media The print media being used for advertisement of Nestle in newspaper

which is being used for giving its ad in order to remind the product and try to reinforce the image of Nestle in the minds of the customers.

• Radio Advertisement in Radio will be made on hourly basis as per time check for listeners and every one listens our ad; it’s a good opportunity to those customers who may not view our print ad or TV ad

• Skin on Busses/Van and Bill board The same print media ad will be show in these selected medium to create long term brand personality.

CONCLUSIONS Nestle has been earning well for itself and offering ample returns to the

society for over two decades now.

Still growing it’s business and product portfolio as no competitor has given matching competition yet.

Positioned as the provider of healthiest and nutrient food in the market.

Has major products in good market strength.

Nestle should focus on developing more new products and exploring more new markets to retain it’s leading position in the food industry of Pakistan.

Thank You