marketing plan

Marketing Plan

Nestle Hibiscus Drink

Executive summary

Produce New type of Nestle Juice with new flavor This new flavor is Hibiscus , this new product will be near the egyption culture that like Hibiscus

Promotion of this product will begin before Ramadan and based on Clubs and schools and universities

History

For over 100 years, Nestlé has been nourishing Egyptian homes for “Good food, Good life”.

We are proud that we’ve earned the trust of Egyptians and that Nestlé has become a staple name in Egyptian homes, providing them with tasty and healthy food & beverage products for all occasions and all life stages.

History (cont.)

Nestlé vision

.Nestlé's global vision is to be leading Nutrition, Health and Wellness Company, providing our customers with high quality products and services with added value at competitive prices, simultaneously ensuring the long term viability and profitability of the organization.

“”

Mission

We are seen as a friendly, caring and efficient organization whose primary focus is on providing consumers with safe and convenient high quality food products

“”

Situation analysis

Customer -target youth , old man and housewife.

-cover many different areas in :. Cafeterias.. Universities.. Malls.. supermarket.

Situation analysis (Cont.)

Company- Nestle always try to ask our customers' needs and try to give

them all their best.

Product name: NESTLÉ Yogurt.

Price : 2 L.E Piece Places : 1- malls 2- Hyper markets Product: NESTLÉ Yogurt Promotions : Advertising : on TV and posters on the street

Sales promotions 4 pieces with 6 L.E instead of 8 L.E

Price: 5 LE For Weight 50 g Place:1- malls 2- Hyper markets -3 –Cafe Product Name: NESECAFE 3 in1

Promotion: Advertising in Face Book ,TV, Sales Promotion - Coupons


Competitors- Direct • JUHAYNA• Kraft Foods Inc.

- Indirect• PepsiCo


• Strength• Cheaper• Stronger promotion By sponsorship with Al-Ahly

sports club• Weakness

• Lower quality • Local Company

JUHAYNA


• Strength• Cheaper• lower level of promotions

• Weakness• lower level of promotions , we know products but

Don’t Know the company

Kraft Foods Inc.


Collaborators

Alnasr Company (Aswan-Asyout). Alnouran for sugar (masr elgadida). Almasrya for metal cans(Alex). Alamery for Pelastic (Egypt Alex-Cairo Road)


Climate

-High temperature.

-Transportation.

Opportunities

- Increasing demand for healthier food products-Acquiring startups specializing in producing well-being products-Establishing new joint ventures

http://www.strategicmanagementinsight.com/swot-analyses/nestle-swot-analysis.html

Strengths

Unmatched product and brand portfolio. The business offers one of the widest portfolio of food and brewery products in its sector. It also operates 29 brands that earn more than $1 billion in annual revenues. With more than 8,000 products it is hard for any other corporate to compete against Nestlé.

R&D capabilities. Nestlé invested more than $2 billion in R&D in 2011. It’s introducing new and redesigned products every year, strengthening firm’s competitive advantage.

Distribution channels and geographic presence. Nestlé runs in more than 100 countries and has extensive distribution channel all over the world, which supports its operations globally.

Competency in mergers and acquisitions. Over the years Nestlé has been forming successful partnerships and acquiring other companies in order to grow and maintain its leadership in the market.

Brand reputation valued at $7 billion. Nestlé is known almost everywhere and has a reputable brand for its products that are used by millions every day.

Weaknesses

Inability to provide consistent quality in food products. Nestlé has been recalling many products from trade due to food contamination or poor quality supplies. This does not only hurt firm’s sales but its image as well as the business is unable to control quality of the products.

Weak implementation of CSR. The company has announced and is involved in many programs that aim to make company more eco-friendly and improving the working conditions of its suppliers. Still, Nestlé receives a lot criticism over the effectiveness of its programs. Corporate social responsibility

http://en.wikipedia.org/wiki/Corporate_social_responsibility

Opportunities

Increasing demand for healthier food products. The trend of buying and consuming only healthy food products is a major shift in consumer tastes and opens up an immense market for companies. Currently, Nestlé tries to introduce more healthy food products in response to the trend.

Acquiring startups specializing in producing well-being products. Many new startups are forming and introducing new products for well-being or revolutionizing the ways those products are made. Startups are cheap and can easily be acquired. Nestlé is focusing on providing more well-being products and this is a great opportunity to expand its portfolio.

Establishing new joint ventures. Nestle is already involved in many successful partnerships with major world companies like The Coca-Cola Company and Colgate-Palmolive.

Threats

Food contamination. Although it is Nestlé's responsibility to run thorough quality checks of its products, the company had been reportedly providing contaminated food or other products to the market. Such actions hurt company’s reputation and result in losses.

Trend towards healthy eating. Nestlé is a major supplier of chocolate and chocolate drinks that have high level of calories and due to changing customer habits, will experience decline in demand.

Growth of private labels. The growing number of supermarkets and other retailers are introducing their own label products that cost less and can easily compete with Nestlé’s product portfolio.

Rising raw food prices. With an overall growth of world economy and population, the demand for raw food will rise. The result of that will be higher material costs and squeezed margin for Nestlé.

Our GoalsIncreasing loyalty to our brand and strengthens trust between us and customers by introducing new products to the market to attract customers to Nestle instead of buying another foods brands

Our objective To build mutual trust with consumers, governmental authorities and business partners.

To ensure continuous improvement of nestle environmental performance with high quality , healthy and delicious taste

Targeting 65% of (Hibiscus) lovers in Egypt by the end of year

Employing new technologies and processing in manufacturing our products

Offering a great customer service experience , and strengths communication with customers by spreading our products on social media( Facebook , Twitter , etc…) to get customers attention

Marketing planAnsoff matrix:

Product developmentTarget Marketing

Market Segment:

- Housewife.

- Youth (+17 years).

- Old people.

4 Ps

Product- Easy preparation

- Cheap

- Portable

- Storage ability

- Healthy

Price - Tin : 15 L.E. - Jar : 10 L.E. - pocket : 1 L.E.

Promotionl - Where: Clubs, Resorts, Mallsl - When: Summer Season (July – August).l - How: if you buy 2 jars you will have Nescafe packet free

Place - Clubs

- Resorts

- Supermarkets

- Malls

- Mini Markets

Marketing Implementation

Activitiescampaign.

social media.

occasional offers.

TV adds.


CampaignFree samples

June one weak

400 L.E per place.


occasional offers -In Ramadan.

-Eid al-adha

-Back to school.

-New year.

Budget

An estimation of the revenue and expenses over a specified future period of time.

Requirements Cost in LEAdvertisement (Logo- Banners) 5000 LE Hibiscus High Quality 1650-2100 $/tonJar 1.5 Pounds/JarPocket 0.25 pound/pockettins 1 pound/tinTransportation 100 L.E/100KM

Evaluation and Control

• Evaluation and plan controlling upon Customer Feedback

Budgeting

Market Share

Customer feedback

upon the results of weekly reports about customer opinion and satisfaction about product decide to change market plan strategy

Budgeting

• calculate balance between the cost of generating the advertising materials and the revenue created by the marketing plan

After x month Of Product Marketing

Expected net Profit

first month 2.5%Frist Two months 10%Frist Three Months 20%

Market Share

• percentage of consumer sales dominated by our product between other market competitors

• Our target is to increase product sales making up 15 percent of all product sold into that marketplace.

Thanks