Marketing Plan Of NestleCerelac

Group Members:

Abdullah Khan Syed waqar hussainMuhammad faizan arif Faculty: Sir Kashif HafeezCourse: Marketing Management

(K.U.B.S)

1.0 ACKNOWLEDGEMENT

Writing this report appeared to be a great experience to us. It added a lot to our knowledge.This report is one of our memorable experiences in student life. Though words are inadequate in offering thanks to our teacher Sir Kashif Hafeez For stimulating our creative abilities by assigning this project to us and for his able guidance and useful suggestions, which helped us in completing the project work, in time.Whatever we have learnt from him and this project report has put indelible impression on our minds.

2.0 EXECUTIVE SUMMARY

This is a semester project regarding a baby food product name Nestlé Cerelac. It starts with an introduction about Nestlé Company. It gives a briefing about all the brands of the Nestlé Company.Nestle has been serving worldwide

with its excellence in product safety, quality and value. It provides many products which include dairy products, beverages, water, and infant dietetic and confectionary.

We have taken NESTLE Cerelac for our Marketing plan. Their aim is to provide customer with best infant food on suitable prices make the product as convenient as possible.

According to their claim that they provide the best food through out the world.

Nestlé began in Switzerland in the mid 1860s when founder Henri Nestlé created one of the first baby formulas.

Nestlé expands across many different markets including beverages, ice cream, baby foods/formulas, soups, frozen foods, snacks, pet care and of course candy.In line with Nestlé’s global philosophy.

Nestlé Pakistan is proud of its commitment to excellence in product safety and quality and to providing value and aims to be the leading Nutrition, Health and Wellness Company.

Nestlé factories are operating in the regions:

AfricaAmericaAsiaEuropeOceania

Vision:

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.

Mission:

To positively enhance the quality of life of the people of world by all that we do through our

people, our brands and products.

3.0 Situational Analysis

3.1 Market SummaryThe Nestle Cerelac consumers are

spread all over the world one of the reasons behind is the lower prices offered by Nestlé and its easy availability every where.

Nestlé Cerelac is that much available that people hardly find any other Cerelac in market with an ease.

• Target Market

The consumers are the infants of course but the customers are the parents and they select the best quality material for their children and that’s Nestlé Cerelac.

3.1.1 Market Demographics

To occupy a clear distinctive and desirable place related to competing baby foods in the minds of target customers Nestlé Cerelac segments its market on following bases:

Geographic Segmentation Demographic Segmentation Psychographic Segmentation Behavioral Segmentation

• Geographic Segmentation:

Cerelac segments its market geographically on divisional basis.

They wil divide each division in different zones and every distributer is restricted to sale its products only in his own zone.

• Demographic Segmentation:

Age:

Nestle have segmented the market from early age infants to 5 years children and have launched

different flavors and kinds of Cerelac according to their requirements. On the other hand Nestlé Cerelac

has made this product for infants but has actually targeted the mothers who can either be very old or young. Mothers are very conscious about their children health and want the best for them.

Income Level:

People belonging to lower income groups cannot afford to buy readymade baby foods so Nestlé will target that segment whose income puts them in the upper middle and higher income groups.

Social Stratification:

Buyers are divided into different groups based on social class and life style.

Upper upper classlower upper classUpper middle class

• Psychographic Segmentation:

Class consciousness:

Nestlé has also segmented the specific class of mothers who don’t want to give breast feed to their children so Cerelac is the most preferable and best nourishing food for infants.

Level of Education:

Nestlé makes promotional strategies keeping in view the customer level of education. If the % of education is high in a country then through ads people can be made well aware of their product and can convey their message easily.

• Behavioral Segmentation:

Benefits:

Buyers are classified according to the benefits they seek. Nestlé Cerelac has launched different flavors and types of Cerelac according to benefits that are required by the children of different stages of early life.

3.1.2 Market needs

Due to rapidly increasing the population and increase birth rate in pakistan there is increased in the needs of healthy foods which nourishes the infants.

Good nutrition is essential for the growth and development of infant’s first year of life. They required appropriate food.

Infants and children are very active and they spend a lot of energy therefore they needs high protiens and calorie ditets.

3.1.3 Market trends

With more women working outside of the home, demand for convenient on-the-go family food is rising.

In an uncertain world, people are turning to brands they can trust. And they’re becoming increasingly aware of the corporate behavior of the companies they buy from.

People want balance in their diets and in their lifestyles They’ll choose healthy options for their children's.

3.1.4 Market Growth

Nestle, sees a healthy growth potential for its food products meeting specific dietary needs of changing demands of the consumers that normal diets fail to do.

Infant food and nutrition as a category will grow 10-12% and Nestle is well placed to capture growth in this category because it is at the forefront of infant foods technology.

Nestle launched many products in Pakistan the majority of which are popular and among the market leaders.

3.2 SWOT Analysis:

STRENGTHS ------------------ TO BUILD ONWEAKNESESS ----------------------TO COVER ONOPPORTUNITIES -------------------TO CAPTURETHREATS -----------------------------TO DEFEND ON

3.2.1 STRENGHTS

Nestle includes a culture that is team focused and an open door policy which encourages employees to work hard.

People all over the world trust and recognizes Nestle as a big brand name. It looks at achieving higher volumes by renovating existing products and innovating new products.

low-cost operators which allow them to not only beat Competition but also edging ahead operating excellence, innovation, renovation, product availability and communication are major strengths.

IT is an important aspect that people all around the world are becoming more conscious about health, that’s why they prefer Nestle.

3.2.2 WEAKNESESS

One major weakness of Nestle is that it is entering into

markets that are already mature and can give a tough

competition to new entrants. Nestle Plain Yogurt has proved to be

a Nestle weakness because it has been unable to make its market place in USA. Nestle by analyzing the sensitive areas can overcome its

weaknesses.

3.2.3 OPPORTUNITIES

Nestle in Pakistan has a great opportunity for expanding its markets because in Pakistan there is a large market of food and beverages.

It also has opportunities largely in China and India as well.

Through proper marketing research Nestlé can cash on to these opportunities.

3.2.4 THREATS

Nestle is facing the threats by worldwide community

Many conferences and campaigns have been held

against Nestlé in this regard which can damage the name and trust of its customers. Another threat is due to the

increasing popularity of its competitor OLPERS in local and international markets.

3.2 Competition

Nestle competes with other packaged foods companies as well as store brands from retailersNestlé’s major competitors are:• Engro Foods• Farex• Emeven Global Ltd• Euro Africa Ltd• zar & company• Omani Euro Food Industries

3.2.1 Competitive Advantage

Cerelac is the only popular and quality baby food in Pakistan. Its unique `stay fresh seal and a long lasting shelf life gives the brand a formidable competitive advantage.

it is easy to make and also it is completely made considering the digest system and requirement for infants on

different stages of age. The factors that make Cerelac

successful is quality and superior nutritional value.

3.3 Product Offerings

Cerelac Offered in:

Cerelac come in a range of seven varieties of baby food products which are as follows:· Cerelac Rice· Cerelac Wheat· Cerelac Wheat - apple· Cerelac Wheat - honey· Cerelac Wheat - banana· Cerelac Wheat - 3- fruits· Cerelac Wheat - 4 – Vegetables

4.0 Marketing Strategy

4.1 Marketing Objectives

Marketing objectives are compatible with the overall corporate objectives of nestle.Company’s objective is to be the

world’s largest and best branded food manufacturer while insuring that nestle name is synonymous with the products of the highest quality.

4.2 Target Market

Geographic dispersion

Family life cycle

Social Stratification

Age segments

Income level

Urban, suburban

Full nest, single parent

Upper upper class, lower upper class, upper middle class

Infants(0-5), mothers (18-45)

Average income, above average

4.3 Differentiation Of Nestle Cerelac

1. Nestlé Cerelac has strong brand image on the basis of quality.2. Nestlé Cerelac always segments the exact customers.3. No any single Nestlé competitors are successful to compete on the basis of quality.4. Nestlé Cerelac has positioned among people as health provider brand for infants.

4.4 Brand Positioning

Nestle communicates itself as 'Good food, good life'. Cerelac is a name of quality and best food for babies and the positioning statement of Cerelac also tells the same as, 'best start to a healthier future'Nestlé does positioning on several bases:1) On product attributes2) On needs / benefits3) On Usage occasion4) For Classes of users5) Against competition

4.5 Marketing Mix Of Nestle Cerelac4.5.1 Product:• SizesIt is available in 3 sizes; 350g and 175 g box packaging and a 25g sachet for customer convenience.• Shape & ColorThe shape and color are very attractive for the customers.• Labeling and

packagingThe labeling and packaging includes Nestlé brand and logo. The packaging includes an expiry date and time along with manufacturing date. Second part of labeling includes the quantity of product in grams along with ingredients and contents.

4.5.2 Price:

Nestle CerelacbananaPrice Rs.135

Nestle CerelacwheatPrice Rs.135

Nestlestrawberry &apple CerelacPrice Rs.135

4.5.3 Promotions:

Nestle has adopted the channels for promotion through TV, News papers, magazines Doctors and hoardings etc.

• Advertisement budget of the company

Nestle has preplanned to start the financial year but it is kept secret by the company.

• Share of promotion

Share of promotion in over all projects varies every year. Usually it is 40% of the product.

• Nature of marketing

The product is marketed aggressively in the market.

4.5.4 Placement:

• Outlets for Product LocatedNestlé Cerelac is available all over in Pakistan regardless of big and small cities.

• Direct SalesIt is not sold directly to the customers because of the extensive consumer groups. It is the reason they sale the product through distributers for easiness of the company.

• Warehousing FacilitiesNestlé Cerelac has its own warehouses for the storage of products as well as it also has hired some warehouses.

• Transportation ModesUsually Nestlé mode of transportation is road which is also used for Cerelac.

4.5.5 Product Life Cycle Of NESTLE CerelacNestle Cerelac is the market pioneer in baby foods and and there is huge market of baby products in pakistan. To retain the market share of cerelac due to to extreme competition, the nestle will continue to bring changes in product life cycle by effective promotion and by formulating new price strategies etc. so it will have a long maturity period.

5.0 Financials

6.0 ControlsThis is the main and last element of the marketing planning by using this we can check product standard if there is any problem arrive in marketing plan the n it must be corrected.

6.1 Return on Investment: standard marketing performance

measures, such as brand awareness and sales or market shares of the Nestle Cerelac.

Nestle will use customer-centered measures of marketing, such as customer acquisition, customer retention and customer lifetime value that will produce returns in the form of more profitable customer relationships.

the marketing investments could result in improved customer value and satisfaction,which, in turn, will increase customer attraction and retention.

Increased customer equity, in relation to the cost of the marketing investments, will determine the return on marketing investments.

6.2 Market ImplementationDuring the manufacturing of the

product we would go for its advertising.

We would distribute broachers to create awareness.

we would hire some sign board in different major cities of Pakistan. And at the same time we would go for TV and radio commercials.

In all this process our main focus would be on TV commercials and sign boards because now a day these are the most popular things among the consumers.

7.0 Biblographywww.nestle.comwikipedia.org/wiki/Nestléwww.foodanddrinkeurope.comwww.foodnavigator.comwww.Google.comwww.shareinfoline.comwww.Ask.comsharekhan-firststep.comhttp://www.nestle-ea.com/en/aboutus/OurMarkets/DRC/Pageshttp://www.scribd.com/doc/29582425/Nestlehttp://www.docstoc.com/docs/62851114/nestlehttp://www.oppapers.com/subjects/nestle-cerelac-page1.htmlhttp://www.oppapers.com/subjects/cerelac-page2.htmlhttp://www.scribd.com/doc/36009148/Marketinghttp://www.docstoc.com/docs/77088176/Nestle-Traininghttp://shortcaketales.blogspot.com/2011/02/makan-time.htmlhttp://answers.yahoo.com/question/indexwww.liveperson.comhttp://www.nestlebaby.com/sg/baby_nutrition/products