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8/10/2019 Marketingfinal 121019124906 Phpapp01 (1)

1/27

MARKETING REPORT ON NESTL CERELAC 1

NESTLE CERELAC

Yumna Iftikhar, Muniza Hahmi, Sumaira faiz, Mutafa !a"ai#, Marzia Sakhi$S%$A&'(th'$

$a)*+hitan ni"-rit. *f Inf*rmati*n T-+hn*)*/.,

En/in--rin/ an# Mana/-m-nt S+i-n+-


2/27


Cerelac is a best start of one's life and off course future too

TABLE OF CONTENTS


3/27

MARKETING REPORT ON NESTL CERELAC

12 L-tt-r *f a+kn*3)-#/m-nt44444444444444222225

02 E6-+uti"- ummar.4444444444444444422227

2 8h. thi 9r*#u+t4444444444444444444:

(2 C*m9an. 9r*fi)-444444444444444444422;

52 $ri-f #-+ri9ti*n *f th- +*m9an.4444444444444;

72 C*m9an. "ii*n an# mii*ntat-m-nt444444444444444444422424;,-+ti"-444444444444444444-+t t* u an# f*r hi a=)- /ui#an+- an#

u-fu) u//-ti*n, 3hi+h h-)9-# u in +*m9)-tin/ th- 9r*>-+t 3*rk, in tim-2

8hat-"-r 3- ha"- )-arnt fr*m him an# thi 9r*>-+t r-9*rt ha 9ut in#-)i=)- im9r-i*n *n *ur

min#2

It i *ur +*n"i+ti*n that thi )-arnin/ -69-ri-n+- 3i)) a)3a. =- a *ur+- *f h-)9 in *ur 9ra+ti+a)

)if- an# 9r*f-i*na) +ar--r2

@ina))., .-t im9*rtant)., 3- 3*u)# )ik- t* -69r- *ur h-artf-)t thank t* *ur =-)*"-# 9ar-nt, f*r

+**9-rati*n, h-)9, kin#n- an# =)-in/, *ur fri-n# f*r th-ir h-)9 an# 3ih- f*r th- u++-fu)

+*m9)-ti*n *f th- 3*rk2

EXECUTIE SUMMAR!

Thi i a -m-t-r 9r*>-+t r-/ar#in/ a =a=. f**# 9r*#u+t nam- N-t) C-r-)a+2 It tart 3ith an

intr*#u+ti*n a=*ut N-t) C*m9an.2 It /i"- a =ri-fin/ a=*ut a)) th- =ran# *f th- N-t)

C*m9an.2

N-t)- ha =--n -r"in/ 3*r)#3i#- 3ith it -6+-))-n+- in 9r*#u+t af-t., Dua)it. an# "a)u-2 It

9r*"i#- man. 9r*#u+t 3hi+h in+)u#- #air. 9r*#u+t, =-"-ra/-, 3at-r, an# infant #i-t-ti+ an#

+*nf-+ti*nar.2 8- ha"- tak-n NESTLE C-r-)a+ f*r *ur 9r*>-+t r-9*rt2 Th-ir aim i t* 9r*"i#-

+ut*m-r 3ith =-t infant f**# *n uita=)- 9ri+- mak- th- 9r*#u+t a +*n"-ni-nt a 9*i=)-2

A++*r#in/ t* th-ir +)aim that th-. 9r*"i#- th- =-t f**# thr*u/h *ut th- 3*r)#2


6/27


7/27

MARKETING REPORT ON NESTL CERELAC :

#-"-)*9m-nt2

N-t) CERELAC i i#-a) a it i a nutriti*na)). +*m9)-t- m-a) f*r -"-r. *++ai*n an# u9-ri*r

t* 9*rri#/-, maiz- m-a) an# >ar2 M*m +an f--# CERELAC t* =a=i- at an. tim- *f th- #a.

=-+au- it i a =a=. f**#, n*t a =r-akfat +-r-a)2

CERELAC +*m9)im-nt th- mi)k f--# 9-rf-+t). a it ha th- nutriti*na) "a)u- *f a fu)).

=a)an+-# m-a) f*r =a=., an# tat- /r-at t** $. f--#in/ .*ur =a=. CERELAC .*u +an =-

aur-# that .*ur =a=. /-t a)) th- -n-r/., 9r*t-in, "itamin an# min-ra) n--#-# f*r *9timum

/r*3th #-"-)*9m-nt ' >ut a## 3at-r

COM"AN! "ROFILE

Description of Nestle:

N-t) =-/an in S3itz-r)an# in th- mi# 1;7? 3h-n f*un#-r H-nri N-t) +r-at-# *n- *f th- firt=a=. f*rmu)a2 H-nri r-a)iz-# th- n--# f*r a h-a)th. an# -+*n*mi+a) 9r*#u+t t* -r"- a ana)t-rnati"- f*r mi)k2 H-nri 9r*#u+t 3a a +ar-fu)). f*rmu)at-# mi6tur- *f +*3 mi)k, f)*ur an#u/ar2 N-t) firt 9r*#u+t 3a +a))-# @arin- La+t- %+*rnf)*ur /ru-) in @r-n+h& H-nri N-t)2

Th- tart *f 8*r)# 8ar I ma#- it #iffi+u)t f*r N-t) t* =u. ra3 in/r-#i-nt an# #itri=ut-9r*#u+t2 @r-h mi)k 3a +ar+- in Eur*9-, an# fa+t*ri- ha# t* -)) mi)k f*r th- 9u=)i+ n--#int-a# *f uin/ it a an in/r-#i-nt in f**#2 N-t) 9ur+ha-# -"-ra) fa+t*riin th- 2S2 t*k--9 u9 3ith thin+r-ain/ #-man# f*r +*n#-n-# mi)k an# #air. 9r*#u+t "ia /*"-rnm-nt+*ntra+t2 Th- +*m9an. 9r*#u+ti*n #*u=)-# =. th- -n# *f th- 3ar2 8h-n fr-h mi)k =-+am-


8/27

MARKETING REPORT ON NESTL CERELAC ;

a"ai)a=)- a/ain aft-r th- 3ar, N-t) uff-r-# an# )i99-# int* #-=t2 Th- 9ri+- *f in/r-#i-nt3a in+r-ain/, th- -+*n*m. ha )*3-# an# -6+han/- rat- #-t-ri*rat-# =-+au- *f th- 3ar2

In 1;:(, Th- An/)*'S3i C*n#-n-# Mi)k C*m9an., f*un#-# =. Am-ri+an Char)- an#

G-*r/- Pa/-, m-r/-# 3ith N-t) aft-r a +*u9)- *f #-+a#- a fi-r+- +*m9-tit*r t* f*rm th-N-t) an# An/)*'S3i Mi)k C*m9an.2

E69an#in/ it 9r*#u+t )in- *uti#- *f th- f**# mark-t, N-t) =-+am- a ma>*r t*+kh*)#-r inLOr-a) +*m-ti+ in 1


9/27

MARKETING REPORT ON NESTL CERELAC -+ti"- ar- +*m9ati=)- 3ith th- *"-ra)) +*r9*rat- *=>-+ti"- *f n-t)-2C*m9an. *=>-+ti"- i t* =- th- 3*r)# )ar/-t an# =-t =ran#-# f**# manufa+tur-r 3hi)-inurin/ that n-t)- nam- i .n*n.m*u 3ith th- 9r*#u+t *f th- hi/h-t Dua)it.2

Description of Nestle` Cerelac:

@--#in/ .*ur =a=. 9r*9-r). i *n- *f th- m*t im9*rtant a9-+t *f =a=. +ar-2 Th-r- ar- anum=-r *f =a=. =ran# f*r f**# a"ai)a=)- in th- mark-t2 On- *f th- m*t 9*9u)ar =a=. f**#=ran# i C-r-)a+ manufa+tur-# =. N-t)-.Thi 9-#iatri+ f**# 9r*#u+t +a))-# C-r-)a+ i+*ni#-r-# "-r. nutriti*u an# /**# f*r =a=i- h-a)th an# /r*3th2 $-i#-, N-t)- C-r-)a+ i-ai). #i/-t-# =. infant2

N-t)- C-r-)a+ i a hi/h). nutriti*u, -ai). #i/-t-# intant +-r-a), +*ntainin/ mi)k 9*3#-r2 An

-6+-))-nt *ur+- *f -n-r/. 3ith +*m9)-6 +ar=*h.#rat- that ar- -nri+h-# 3ith k-. nutri-ntuita=)- f*r =a=. )itt)- tumm.2 It a)* 9r*"i#- --ntia) nutri-nt in+)u#in/ "itamin an#min-ra)2 Su+h min-ra) in+)u#- +a)+ium t* =ui)# h-a)th. =*n- an# t--th, an# ir*n, 3hi+h ir-Duir-# t* /-n-rat- r-# =)**# +-))2

C-r-)a+ 9a+k in a)) th- n-+-ar. =a=. nutriti*n fa+t*r an# -r"- a a +*m9)im-ntar. m-a) f*r=a=i- a=*"- 7 m*nth2 Thi i =-+au-, aft-r th- a/- *f (, a =a=. =*#. r-Duir- m*r- fu-) an#that +an =- u99)i-# 3ith C-r-)a+ t* m--t u9 th- nutriti*na) r-Duir-m-nt *f th- /r*3in/ =a=.2

Cerelac Offered in:

C-r-)a+ +*m- in a ran/- *f -"-n "ari-ti- *f =a=. f**# 9r*#u+t 3hi+h ar- a f*))*3

C-r-)a+ Ri+- C-r-)a+ 8h-at

C-r-)a+ 8h-at ' a99)-

C-r-)a+ 8h-at ' h*n-.

C-r-)a+ 8h-at ' =anana

C-r-)a+ 8h-at ' ' fruit

C-r-)a+ 8h-at ' ( -/-ta=)-


11/27


Nestl Cerelac:

$L$ifi#u t*/-th-r 3ith th- +*m=inati*n *f ir*n, zin+, "itamin A "itamin C nutri-nt ha"-=--n h*3n t* h-)9 tr-n/th-n .*ur +hi)# natura) #-f-n- #a. =. #a.2

Infant Cereal Rice & Milk

N-t) CERELAC Infant C-r-a) Sta/- 1 mak- it -ai-r f*r .*u t* /ra#ua)). intr*#u+- *)i#f**# t* .*ur +hi)#2

Infant Cereal Brown ice

Th- mi)# tat- *f N-t) CERELAC Infant C-r-a) Sta/- 1 mak- f*r a /-nt)- m*"- fr*m a mi)k'*n). #i-t2

Infant Cereal Rice & Soya

N-t) CERELAC Infant C-r-a) Sta/- 1 h-)9 .*u t* -nur- that .*ur +hi)# ha a "ari-# an#nutriti*u #i-t2

Infant Cereal Rice & Mixed Fruits

N-t) CERELAC Infant C-r-a) Sta/- 0 intr*#u+- m*r- n-3 tat- t* h-)9 #-"-)*9 .*ur )itt)-*n- tat- =u#2

Infant Cereal Rice & Mixed Vegetables

N-t) CERELAC Infant C-r-a) Sta/- 0 an*th-r t-9 f*r3ar# in .*ur )itt)- *n- >*urn-. *fnutriti*na) #i+*"-ri-2

Infant Cereals Weat & !oney

Aft-r 7 m*nth, .*ur +hi)# i r-a#. t* #i+*"-r n-3 tat-2 Hi tat- =u# +an #iff-r-ntiat-=-t3--n f**#2

Cerelac "ats# Weat & $runes

$-t3--n ;'11 m*nth *f a/-, =a=i- n--# m*r- than >ut nutriti*na) "a)u- in f**#2

Infant Cereal Rice & Cicken

N-t) CERELAC Infant C-r-a) Sta/- ha ri+h-r tat- an# t-6tur- t* uit .*ur +hi)#+h-3in/ an# 3a))*3in/ a=i)iti-2


12/27


Infant Cereal Weat & Ikan %ilis

L-t .*ur +hi)# -69)*r- #iff-r-nt tat- t-6tur-

oddler Cereals !oney 'oy

Nutriti*na)). tai)*r-# f*r +hi)#r-n 1 .-ar an# a=*"-, N-t)- CERELAC T*##)-r C-r-a) H*n-.!*. 9r*"i#- 3h*)-*m- /**#n- *f 3h-at, +*rn f)ak- an# h*n-.2

oddler Cereals %( Multi )rain & Mixed Fruits

A +*m9)-t- m-a) -"-r.#a., N-t) CERELAC T*##)-r C-r-a) $L Mu)ti Grain Mi6-# @ruit iuita=)- f*r +hi)#r-n 1 .-ar an# a=*"-2 It 9r*"i#- 3h*)-*m- nutriti*n *f 3h*)- /rain an# r-a)fruit =it2

oddler Cereals %( Multi )rain & )arden Vegetables

N-t)- CERELAC T*##)-r C-r-a) $L Mu)ti Grain Gar#-n -/-ta=)- i uita=)- f*r +hi)#r-n1 .-ar an# a=*"-2 It i 9a+k-# 3ith th- ri/ht 9r*9*rti*n *f -)-+t-# in/r-#i-nt in #-n- "*)um-3hi+h ar- uita=)- f*r th-ir /r*3in/ .-ar2

SITUATIONAL ANAL!SIS

Ind!str" Anal"sis:

Cons!mption:

Th- N-t) C-r-)a+ +*num-r ar- 9r-a# a)) *"-r th- 3*r)# *n- *f th- r-a*n =-hin# ith- )*3-r 9ri+- *ff-r-# =. N-t) an# it -a. a"ai)a=i)it. -"-r. 3h-r-2 N-t) C-r-)a+ ithat mu+h a"ai)a=)- that 9-*9)- har#). fin# an. *th-r C-r-)a+ in mark-t 3ith an -a-2Th- +*num-r ar- th- infant *f +*ur- =ut th- +ut*m-r ar- th- 9ar-nt an# th-. -)-+tth- =-t Dua)it. mat-ria) f*r th-ir +hi)#r-n an# that N-t) C-r-)a+2

#rends:


13/27


N-t) 3i)) a99). ini/ht int* +han/in/ )if-t.)- =. 9r*"i#in/ inn*"ati"- i#-a thata99-a) +*num-r2

E"-r. mark-t i #iff-r-nt, =ut N-t) Pr*f-i*na) ha i#-ntifi-# -"-n /)*=a) tr-n#

E"*)"in/ r*)-

8ith m*r- 3*m-n 3*rkin/ *uti#- *f th- h*m-, #-man# f*r +*n"-ni-nt, *n'th-'/*fami). f**# i riin/2

Rik *+i-t.

In an un+-rtain 3*r)#, 9-*9)- ar- turnin/ t* =ran# th-. +an trut2 An# th-.r- =-+*min/in+r-ain/). a3ar- *f th- +*r9*rat- =-ha"i*r *f th- +*m9ani- th-. =u. fr*m2

@)ui# )i"-

Th- nin-'t*'fi"-, thr--'Duar-'m-a)'a'#a. r*utin- i =-+*min/ a thin/ *f th- 9at2P-*9)- 3ant t* =- a=)- t* h*9, -at an# #rink *n th-ir t-rm, 3h-r- an# 3h-n th-. f--))ik- it2

@ui*n

H*)i#a., 3*r)# m-#ia an# /)*=a)izati*n ha"- ma#- u *9-n t* -6*ti+ n-3 +uiin- an#+r-ati"- tat- +*m=inati*n2

P)-aur- 9rin+i9)-

Th- 9r-ur- *f m*#-rn )if- m-an 9-*9)- fin# it in+r-ain/). -a. t* >utif. tr-atin/th-m-)"-2 That m-an =-in/ a=)- t* ha"- th-ir f**# an# #rink th-ir 3a., 3ith th-in/r-#i-nt *9ti*n an# f)a"*rin/ *f th-ir +h*i+-2

8iin/ u9

8-))'inf*rm-# +*num-r 3*nt +*m- =a+k f*r a -+*n# "iit if th- firt i #ia99*intin/2An# )-/i)ati*n an# 3at+h#*/ ar- /i"in/ th-m n-3 inf*rmati*n a=*ut th-ir +h*i+-2

S--kin/ =a)an+-

P-*9)- 3ant =a)an+- in th-ir #i-t an# in th-ir )if-t.)-2 Th-.)) +h**- h-a)th. *9ti*n,=ut th-. a)* )ik- t* in#u)/- if th- ri/ht tr-at i *n *ff-r2

$rofitabilit":


14/27

MARKETING REPORT ON NESTL CERELAC 1(

N-t 9r*fit 3a m*r- than tri9)-# in 0?1?, a th- 3*r)# )ar/-t f**# +*m9an.u++-fu)). na"i/at-# th- tri9)- 9r-urin th- 2S2 an# Eur*9-2

In au/ut 0?11, Sa)- a)* f-)) 102< 9-r+-nt2

N-t)- +hi-f -6-+uti"- Pau) $u)+k- #-+ri=-# th- =uin- -n"ir*nm-nt a -6tr-m-).t*u/h, "*)ati)- an# +*m9-titi"-, /i"-n th- -+*n*mi+ inta=i)it., riin/ ra3 mat-ria)9ri+- an# th- tr*n/ S3i +urr-n+. a tr*n/ fa+t*r f*r #-+)in-2

N-"-rth-)-, th-. mana/-# t* #ri"- /r*3th n*t *n). in -m-r/in/ mark-t =ut a)* in#-"-)*9-# +*untri-, -9-+ia)). in Eur*9-2

N-t) ha =--n *n a #ri"- t* /r*3 in th-- +*untri- =. r-f*rmu)atin/ man. 9r*#u+t an#fin#in/ +h-a9-r 9a+ka/in/ in *r#-r t* mak- th-m aff*r#a=)- an# a++-i=)- f*r th-

9**r-t +*num-r2

%!t!re &rowt' $otential:

N-t)- i t*#a. th- 3*r)# )ar/-t f**# an# =-"-ra/- +*m9an. 3ith it mii*n t* 9r*"i#-h-a)thi-r )if-t.)-2 It ha )aun+h-# man. 9r*#u+t in Pakitan th- ma>*rit. *f 3hi+h ar- 9*9u)ar an#am*n/ th- mark-t )-a#-r2 N-t)- i inta))in/ n-3 9)ant an# im9*rtin/ )at-t t-+hn*)*/i- t* im9r*"-2M*r-*"-r, inn*"ati*n i *n- *f it /r-at-t tr-n/th * it ha a =ri/ht futur- in Pakitan2

()O# Anal"sis:

STRENGTHS ''''''''''''''''''TO $ILB ON8EAKNESESS ''''''''''''''''''''''TO COER ONOPPORTNITIES '''''''''''''''''''TO CAPTRETHREATS ''''''''''''''''''''''''''''''TO BE@ENB ON

(#*N&+#(

N-t)- in+)u#- a +u)tur- that i t-am f*+u-# an#an *9-n #**r 9*)i+.$%-r. )*n/ hit*r. *"-r1(? .-ar& f*+u- *n +*))-+ti"im an# 9-rf*rman+-*ri-ntati*n attitu#- 3hi+h -n+*ura/- -m9)*.-- t*3*rk har#2 P-*9)- a)) *"-r th- 3*r)# trut an#r-+*/niz- N-t)- a a =i/ =ran# nam-2 It )**k ata+hi-"in/ hi/h-r "*)um- =. r-n*"atin/ -6itin/9r*#u+t an# inn*"atin/ n-3 9r*#u+t, th-. ar-

)*A,N*(*((

On- ma>*r 3-akn- *f N-t)- i that it i -nt-rin/ int*mark-t that ar- a)r-a#. matur- an# +an /i"- a t*u/h+*m9-titi*n t* n-3 -ntrant2 N-t)- P)ain Y*/urt ha9r*"-# t* =- a N-t)- 3-akn- =-+au- it ha =--nuna=)- t* mak- it mark-t 9)a+- in SA2 $ut N-t)- =.ana).zin/ th- -niti"- ar-a +an *"-r+*m- it3-akn--2


15/27


)*3'+*t *9-rat*r 3hi+h a))*3 th-m t*n*t *n). =-at C*m9-titi*n =ut a)* -#/in/ ah-a#*9-ratin/ -6+-))-n+-, inn*"ati*n, r-n*"ati*n,9r*#u+t a"ai)a=i)it. an# +*mmuni+ati*n ar-ma>*r tr-n/th2 IT i an im9*rtant a9-+t that 9-*9)-

a)) ar*un# th- 3*r)# ar- =-+*min/ m*r- +*n+i*ua=*ut h-a)th, that 3h. th-. 9r-f-r N-t)-2 O$$O#-NI#I*(

N-t)- in Pakitan ha a /r-at *99*rtunit. f*r-69an#in/ it mark-t =-+au- in Pakitan th-r- i a)ar/- r-a#. mark-t *f f**# an# =-"-ra/- #u- t* tr-n#*f -atin/ an#Th- in+r-ain/ 2It a)* ha *99*rtuniti- )ar/-).in China an# In#ia a 3-))2 Thr*u/h 9r*9-r mark-tin/

r--ar+h N-t) +an +ah *n t* th-- *99*rtuniti-2

#+*A#(

N-t)- i fa+in/ th- thr-at =. 3*r)#3i#- +*mmunit.#u- t* it "i*)ati*n *f int-rnati*na) mark-tin/ tan#ar#2Man. +*nf-r-n+- an# +am9ai/n ha"- =--n h-)#a/aint N-t) in thi r-/ar# 3hi+h +an #ama/- th-nam- an# trut *f it +ut*m-r2 An*th-r thr-at i #u- t*thin+r-ain/ 9*9u)arit. *f it +*m9-tit*rOLPERS in )*+a) an# int-rnati*na) mark-t2

Competition:

N-t)- +*m9-t- 3ith *th-r 9a+ka/-# f**# +*m9ani- a 3-)) a t*r- =ran# fr*m r-tai)-rN-t) ma>*r +*m9-tit*r ar-

Fa%e&

E'e(en Gl)*al Lt+

E,%) A-%/a Lt+

0a% 1 /)'2an3

O'an E,%) F))+ In+,4t%e4


16/27


TARGET MARKETING

Bases for (egmentation:

T* *++u9. a +)-ar #itin+ti"- an# #-ira=)- 9)a+- r-)at-# t* +*m9-tin/ =a=. f**# in th- min# *ftar/-t +ut*m-r N-t) C-r-)a+ -/m-nt it mark-t *n f*))*3in/ =a-

G-*/ra9hi+ S-/m-ntati*n

B-m*/ra9hi+ S-/m-ntati*n

P.+h*/ra9hi+ S-/m-ntati*n

$-ha"i*ra) S-/m-ntati*n

&eograp'ic (egmentation:


17/27

MARKETING REPORT ON NESTL CERELAC 1:

C-r-)a+ -/m-nt it mark-t /-*/ra9hi+a)). *n #i"ii*na) =ai2 Th-. #i"i#- -a+h #i"ii*nin #iff-r-nt z*n- an# -"-r. #itri=ut-r i r-tri+t-# t* a)- it 9r*#u+t *n). in hi *3n z*n-2 E2/2Lah*r- i #i"i#-# in t* fi"- z*n- )ik- -at, 3-t, *uth, n*rth an# *uth 3-t2

Demograp'ic (egmentation:

Age:

Th-. ha"- -/m-nt-# th- mark-t fr*m -ar). a/- infant t* 5 .-ar +hi)#r-n an# ha"- )aun+h-##iff-r-nt f)a"*r an# kin# *f C-r-)a+ a++*r#in/ t* th-ir r-Duir-m-nt2 On th- *th-r han# N-t)C-r-)a+ ha ma#- thi 9r*#u+t f*r infant =ut ha a+tua)). tar/-t-# th- m*th-r 3h* +an -ith-r =-"-r. *)# *r .*un/2 M*th-r ar- "-r. +*n+i*u a=*ut th-ir +hi)#r-n h-a)th an# 3ant th- =-t f*rth-m2

Income Level:

P-*9)- =-)*n/in/ t* )*3-r in+*m- /r*u9 +ann*t aff*r# t* =u. r-a#.ma#- =a=. f**# * N-t)3i)) tar/-t that -/m-nt 3h*- in+*m- 9ut th-m in th- u99-r mi##)- an# hi/h-r in+*m- /r*u92

Social Stratification:

$u.-r ar- #i"i#-# int* #iff-r-nt /r*u9 =a-# *n *+ia) +)a an# )if- t.)-2 Man. +*num-r)i"- a im9)- )if- an# =-)*n/ t* )*3-r +)aF th-. #*nt 9-n# *n =u.in/ artifi+ia) f**# f*r th-ir+hi)#r-n an# 9-*9)- =-)*n/ t* mi##)- +)a *r u99-r +)a +an #-finit-). *9t f*r thi2

$s"c'ograp'ic (egmentation:

Class consciousness:

N-t) ha a)* -/m-nt-# th- 9-+ifi+ +)a *f m*th-r 3h* #*nt 3ant t* /i"- =r-at f--# t*th-ir +hi)#r-n * C-r-)a+ i th- m*t 9r-f-ra=)- an# =-t n*urihin/ f**# f*r infant a 9r*6. *f+h-t f**#2

Level of Education:

N-t) mak- 9r*m*ti*na) trat-/i- k--9in/ in "i-3 th- +ut*m-r )-"-) *f -#u+ati*n2 If th- *f-#u+ati*n i hi/h in a +*untr. th-n thr*u/h a# 9-*9)- +an =- ma#- 3-)) a3ar- *f th-ir 9r*#u+tan# +an +*n"-. th-ir m-a/- -ai).2 Pr*m*ti*n an# -#u+ati*n ha"- a #ir-+t r-)ati*nhi92

Be'avioral (egmentation:

Benefits:


18/27

MARKETING REPORT ON NESTL CERELAC 1;

$u.-r ar- +)aifi-# a++*r#in/ t* th- =-n-fit th-. --k2 N-t) C-r-)a+ ha )aun+h-##iff-r-nt f)a"*r an# t.9- *f C-r-)a+ a++*r#in/ t* =-n-fit that ar- r-Duir-# =. th- +hi)#r-n *f#iff-r-nt ta/- *f -ar). )if-2

(egment needs:

G**# nutriti*n i --ntia) f*r th- /r*3th an# #-"-)*9m-nt that *++ur #urin/ an infant firt.-ar *f )if-2 8h-n #-"-)*9in/ infant ar- f-# th- a99r*9riat- t.9- an# am*unt *f f**#, th-irh-a)th i 9r*m*t-#2 P*iti"- an# u99*rti"- f--#in/ attitu#- an# t-+hniDu- #-m*ntrat-# =. th-+ar-/i"-r h-)9 infant #-"-)*9 h-a)th. attitu#- t*3ar# f**#, th-m-)"-, an# *th-r2

Burin/ th- firt f-3 .-ar *f )if-, th- =*#. /r*3 at a "-r. fat rat-2 Th- =a=. 3-i/hin/ *n th-a"-ra/- a=*ut k/2 At =irth #*u=)- it 3-i/ht =. 7 m*nth2 Th- 3-i/ht t*u+h- < k/2 $. 1 .-ar2Infant an# +hi)#r-n ar- "-r. a+ti"- an# th-. 9-n# a )*t *f -n-r/.2 Th-. th-r-f*r-, n--# )ar/-am*unt *f =*#. =ui)#in/ an# -n-r/.'/i"in/ f**# ri+h in 9r*t-in an# +a)*ri-2

(egment &rowt' $otential:

N-t)-, -- a h-a)th. /r*3th 9*t-ntia) f*r it f**# 9r*#u+t m--tin/ 9-+ifi+ #i-tar. n--# *f+han/in/ #-man# *f th- +*num-r that n*rma) #i-t fai) t* #*2

Mr2 Patri+- $u)a, N-t) /)*=a) a)- an# mark-tin/ h-a#, ai#, 8ith th- im9a+t *f -+*n*mi+/r*3th an# +han/in/ )if-t.)- in In#ia, th- n--# f*r +i-n+-'=a-# nutriti*n in 9r*#u+t that 3-+*num- -"-r.#a. i /*in/ t* =- a)m*t +riti+a) f*r a /**# )if-2 8- firm). =-)i-"- that a)- an#

mark-tin/ i a=*ut r-9*ni=)- -n/a/-m-nt 3ith +*num-r2 I ha"- --n *m- "-r. /**#inn*"ati*n an# r-n*"ati*n in a#"-rtiin/ +*mmuni+ati*n, 9r*#u+t #-"-)*9m-nt an# in-69an#in/ th- #itri=uti*n n-t3*rk2

N-t) =-i#- mi)k an# .*/hurt, N-t)- mark-t 9*9u)ar 9r*#u+t )ik- Ma//i n**#)-, N-+af-an# Kit Kat +h*+*)atin 3*r)#2 Th- +*m9an. i *=-r"in/ it 1?? .-ar m*r- in #iff-r-nt+*untri-2

(i.e of t'e (egment:

Infant %?'5&, m*th-r %1;'(5&2

Differentiation strateg":

Our ran/- i hi/h). h./i-ni+ an# ha -6+-))-nt tr-n/th that 9r-"-nt th- f**# fr*m #ut,m*itur- an# *th-r +*ntaminant, th-r-=. in+r-a- h-)f )if-2 @urth-r, *ur ran/- i a"ai)a=)- in#iff-r-nt finih- an# at m*t aff*r#a=)- rat- t* th- +)i-nt2


19/27

MARKETING REPORT ON NESTL CERELAC 1-+t "ari- -"-r. .-ar2 ua)). it i (? *f th- 9r*#u+t2

Natur- *f mark-tin/

Th- 9r*#u+t i mark-t-# a//r-i"-). in th- mark-t2

$lacement:

Out)-t f*r Pr*#u+t L*+at-#

N-t) C-r-)a+ i a"ai)a=)- a)) *"-r in Pakitan r-/ar#)- *f =i/ an# ma)) +iti-2

Bir-+t Sa)-

It i n*t *)# #ir-+t). t* th- +ut*m-r =-+au- *f th- -6t-ni"- +*num-r /r*u92 It i th- r-a*nth-. a)- th- 9r*#u+t thr*u/h #itri=ut-r f*r -ain- *f th- +*m9an.2

8ar-h*uin/ @a+i)iti-

N-t) C-r-)a+ ha it *3n 3ar-h*u- f*r th- t*ra/- *f 9r*#u+t a 3-)) a it a)* ha hir-#*m- 3ar-h*u-2

Tran9*rtati*n M*#-

ua)). N-t) m*#- *f tran9*rtati*n i r*a# 3hi+h i a)* u-# f*r C-r-)a+2


23/27


CUSTOMER RELATIONSHI" MANAGEMENT 5CRM6

N-t)- i th- 3*r)# )-a#in/ Nutriti*n, H-a)th an# 8-))n- +*m9an.2 Th- C*m9an. 9ri*rit. it* =rin/ th- =-t an# m*t r-)-"ant 9r*#u+t t* 9-*9)-, 3h-r-"-r th-. ar-, 3hat-"-r th-ir n--#,thr*u/h*ut th-ir )i"-2

N-t) f*))*3 th- tr-n# 3ith "ari*u mark-tin/ 9r*/ram t* +*ntinu*u). im9r*"- an# 9r*"i#-nutriti*u 9r*#u+t f*r a =-tt-r +ut*m-r -r"i+-2 N-t) Cut*m-r R-)ati*nhi9 Mana/-m-nt%CRM& i a +*m9)i+at-# .t-m 3hi+h m*t). an# h-)9fu)). u99*rt f*r mark-tin/ +am9ai/n2 It+*ntain m*r- than (5?,??? #ata *f h*u-h*)#, an# ha r-+-nt). =--n u9/ra#-# t* th- -+*n#

"-ri*n2 Bata mi/ratin/ i a tirin/ an# +*m9)-6 3*rk2

Se/t)% Nutriti*n, h-a)th an# 3-))n- +*m9an.

Se%(/e4Cut*m-r R-)ati*nhi9 Mana/-m-nt %T-)-'ur"-. an# #ata=a-mana/-m-nt&

S0eCa)) C-nt-r 3ith #ata -ntr. *9-rat*r, +*n#u+tin/ t-)-'ur"-. -r"i+- an#u9#atin/ #ata=a- *f h*u-h*)# 9-r .-ar2


24/27

MARKETING REPORT ON NESTL CERELAC 0(

Re7,%e'ent C*nta+tin/ m*m 3ith =a=i- un#-r 525 m*nth'*)# t* ur"-. th-irh*u-h*)# in+*m-, -69-n- an# nutriti*n in+)in-, +)aif. th-m t*#iff-r-nt -/m-ntati*n an# in"it- th-m t* 9arti+i9at- in N-t)mark-tin/ 9r*/ram2

C*nta+tin/ m*m 3ith =a=i- *f : m*nth'*)# t* ur"-. m*m =-ha"i*rin infant +-r-a) +at-/*r.2

C*nta+tin/ m*m 3ith =a=i- *f 1( m*th'*)# t* ur"-. m*m =-ha"i*rin /r*3in/'u9 mi)k +at-/*r.

Mana/- an# maintain N-t) CRM .t-m2

E69*rtin/ f*rm f*r fi-)#'3*rk2

S)l,t)n

Bu- t* th- )ar/- am*unt *f #ata, it -t u9 a .t-mati+ 9r*+- t* mak-

ur- a)) n-3 #ata ha t* =- 9r*fi)-# an# 9r--nt in N-t) CRM in a9r*9-r tim- mann-r2

ACB r-9*rt i u-# t* mana/- a/-nt 9r*#u+ti"it. an# tra+ka/-nt r-+*r#in/ f*r Dua)it. +*ntr*)

S-ttin/ u9 ua)it. Auran+- 9r*+- t* 9r-"-nt mitak-ha99-nin/ #urin/ #ata in9ut2

Iuin/ tatiti+ r-9*rt in *r#-r t* *"-r-- h*3 -ff-+ti"- th-3*rkin/ 9r*+- f*r furth-r 9r*/r- an# im9r*"-m-nt2

Ti/ht). +h-#u)in/ t-)-'3*rk t* aur- h*u-h*)# t* =- +*nta+t-#

*n'tim-2

Bene-t4

Aft-r 0 .-ar *f +*r9*rati*n, CRM ha h-)9-# N-t)- t* +)-an u9, "-rif.an# -/m-nt a "-r. ri+h #ata=a- *f N-t)- 9*t-ntia) +ut*m-r f*ra99r*9riat- mark-tin/ 9r*/ram2

8ith *n/*in/ ur"-. t* th-ir +ut*m-r 9*t-ntia) +ut*m-r, N-t)-+an m-aur- h*3 -ff-+ti"- th-ir mark-tin/ 9r*/ram *n #iff-r-nt /r*u9*f +ut*m-r, h*3 mu+h im9r*"-m-nt in =ran# r-+*/niti*n, in 9r*#u+t+*num9ti*n, -t+ * a t* a#>ut th-ir mark-tin/ 9r*/ram t* =- m*r--ffi+i-nt in th- f*))*3in/ .-ar2


25/27


CONCLUSION

N-t)- i t*#a. th- 3*r)# )ar/-t f**# an# =-"-ra/- +*m9an. 3ith it mii*n t* 9r*"i#- h-a)thi-r

)if-t.)-2 It ha )aun+h-# man. 9r*#u+t in =a=. f**# )in- in Pakitan th- ma>*rit. *f 3hi+h ar- 9*9u)ar an#

am*n/ th- mark-t )-a#-r2 N-t)- i inta))in/ n-3 9)ant an# im9*rtin/ )at-t t-+hn*)*/i- t* im9r*"-2

M*r-*"-r, inn*"ati*n i *n- *f it /r-at-t tr-n/th * it ha a =ri/ht futur- in Pakitan2

N-t)- mut tat- in 3ritin/ that it a++-9t that th- int-rnati*na) +*#- an# th- u=-Du-nt r-)-"ant 8*r)# H-a)th

A-m=). R-*)uti*n ar- minimum r-Duir-m-nt f*r -"-r. +*untr.2 N-t)- mut tat- in 3ritin/ that it 3i))

mak- r-Duir-# +han/- t* =rin/ it $a=. @**# Mark-tin/ 9*)i+. an# 9ra+ti+- int* )in- 3ith Int-rnati*na)

C*#- an# R-*)uti*n2


26/27


BIBLOGRA"H!

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3iki9-#ia2*r/3ikiN-t)3332f**#an##rink-ur*9-2+*m

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3332G**/)-2+*m

3332har-inf*)in-2+*m

3332Ak2+*mhar-khan'firtt-92+*m

htt93332n-t)-'-a2+*m-na=*utuOurMark-tBRCPa/-

htt93332+ri=#2+*m#*+0-+tn-t)-'+-r-)a+'9a/-12htm)

htt93332*99a9-r2+*mu=>-+t+-r-)a+'9a/-02htm)
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27/27

MARKETING REPORT ON NESTL CERELAC 0:

htt93332n-t)-2+*m$ran#Pa/-$ran#

htt93332+ri=#2+*m#*+7??

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