mar com
DESCRIPTION
NesTeaTRANSCRIPT
Pritam Meel ITM Business SchoolNeha Srivastava PGDM 2010 -2011Meher KhanVinod Kumar Sources:Atul Kamble Wikipedia, Nestle.com, Google
Integrated Marketing Communic
ation Strategies
Chapter 1. Company and Product Profile
Chapter 2. Competitors of NesTea
Chapter 3. STP
Chapter 4. Marcom Strategy
Chapter 5. Strategy Implementation
Chapter 6. Conclusion
ontentsC
ompany ProfileCNESTLE
Nestlé is one of the largest food and nutrition companies in the world, founded and Head quartered in Vevey, Switzerland. Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company
NESTEA
Nestea is a brand of iced tea manufactured by Nestle and distributed by Beverage Partners Worldwide (BPW),a joint venture between The Coca-Cola Company and Nestle in rest of the world
NESTEA
VARIANTS
Bottled and Can
Refrigerator Pack
Instant Tea Mix
roduct LinesPNestle Product Line
Milk Products and Nutrition Beverages Prepared Dishes and
Cooking AidChocolate and
Confectionaries
ompetitors of NesTeaC
Unilever-Pepsi
Lipton Icetea
Direct Competition Indirect Competition
Cold Beverages
Cold Coffee
Nimbu Pani
Rural Semi Urban Urban
Schools n Colleges
Mandies, Weekly Bazar
Gram Panchayats Meetings,
Hats,
Schools n Colleges
Market Place
Offices, Banks,
Theaters
Schools n Colleges
Market Places, Malls,
Railway Stations
Offices, Banks,
Theaters, Chai
Tapries
Summer Drink
Health Oriented
Summer Drink
Health Oriented
Summer Drink,
Against Cold
Coffee
Status Quo,
Health Oriented
S
T
P
egmentation, Targeting and PositioningS
Marcom
Internet Coverage
Television Coverage
Radio Coverage
Print Coverage
Rural Market
Semi Urban Market
Urban Market
ntegrated marketing CommunicationI
trategic Implementation S
Rural Markets
Daily Soaps,
Regional News
channels, National
Television
Between 7 pm to 9 pm
Regional Celebrity
i.e Rajnikant in South
India
Television Coverage
Semi-Urban
News Channels,
Yoga Shows, Daily
Soaps, Movie
Channels
Between 4 pm to 6 pmBetween 7 pm to 9 pm
National Celebrit
y i.eHema Malini
Urban Markets
Music Channels.
English channels,
News Channels,
Sports Channels
Between 6 pm to 10
pm
International
Celebrity
i.e.A R
Rehman
trategic Implementation S
Rural, Semi- Urban and Urban markets
Educational Sites, Agri Sites, Facebook, Orkut, Stock Market Website, Google adds, News Sites, Encyclopedia sites
Internet coverage
trategic Implementation S
Rural Markets
Musical shows, news , cricket.
Aakashwani, Vividh
Bharti
Every Two
hours
Regional
Celebrity i.e
Vijender Singh
Radio Coverage
Semi-Urban
Music shows,
FM rainbow
Aakashwani, Vividh
Bharti
Every one hour
National Celebrity
i.eLata
Mangeshkar
Urban Markets
Music Channels.
English music
channels, chat shows,
late night shows
Every progra
m
International
Celebrity
i.e.A R
Rehman
trategic Implementation S
Rural Markets
Less or no print media coverage in rural areas
because of poor literacy .
Newspaper , on walls. ST buses.
Regional Celebrity i.e
All Brand
Ambassadors
Print Media Coverage
Semi-Urban
Since there is some medium
level of literacy , therefore print
media has certain
coverage, magazines, pamphlets
National Celebrity i.e
All Brand Ambassador
s
Urban Markets
News paper,
magazines,
pamphlets ,
Hoarding and
posters
Distributing
samples with news
papers.
International
Celebrity
i.e.All Brand Ambassa
dors
onclusion C
NesTea
PIONEER Fortress
INNOVATIONNew Product
Variants
thank
u…