MARKETING FINAL PROJECT.SUBMITTED TO:

SIR MAILIK HUSAIN

COMPANY

INTRODUCTION•FOUNDED IN 1866 BY HENRI NESTLE

•WORLDS LARGEST FOOD COMPANY

•MORE THAN 500 PRODUCTS•OPERATING IN 86 COUNTRIES

•MORE THAN 500 FACTORIES

•MORE THAN 250,000 EMPLOYS

OBJECTIVES•TO BE WORLD LARGEST AND BEST

BRAND FOOD MANUFACTURE.•TO MAKE WELL SELLING

PRODUCTS & BE THE BEST IN THE MARKET.

•TO BUILD MUTUAL TRUST WITH CONSUMERS, BUSINESS PARTNERS AND GOVERNMENTAL AUTHORITIES.

•CONSERVATION OF NATURAL RESOURCES AND MINIMIZATION OF WASTE.

PRODUCT:NESTLE PURE LIFE.

•  LAUNCHED IN DECEMBER 1998.

• PAKISTAN WAS THE FIRST COUNTRY WHERE THIS BRAND WAS LAUNCHED.

• IT IS PREMIUM DRINKING WATER

• CONTAINS ESSENTIAL MINERALS AND VITAMINS.

SWOT ANALYSIS

SWOT analysis would tell us in better way about the competitive position of the company. Following is SWOT analysis of the company.

STRENGTHS

•STRONG BRAND NAME.•PURE DRINKING WATER IN MARKET.

•MINERAL PRODUCT.•MAINTAINED QUALITY AND TASTE.

•AVAILABILITY ALL OVER PAKISTAN.

WEAKNESS•NO SPECIFIC WEAKNESS.•ONLY RELATIVELY EXPENSIVE THAN OTHER BRANDS.

•JUST NEED TO REMAIN FOCUSED.

OPPORTUNITIES•CONSUMERS

BUY FOR CONVENIENCE.

•ARE NOT LOYAL TO A PARTICULAR BRAND.

•THEY SHOP ON PRICE.

•PURE LIFE COULD BE PRICED LOWER TO APPEAL MASS MARKET.

THREATS•TOUGH COMPETITION

•CHANGING CONSUMER TREND

•INCREASING POPULARITY OF OTHER BRANDS

MARKET SEGMENTATION OF

NESTLE: NESTLE SEGMENTATION MAINLY BAISED ON DEMOGRAPHICS

DEMOGRAPHIC SEGMENTATION DIVIDES THE MARKET INTO GROUPS BASED ON VARIABLES SUCH AS AGE, GENDER,FAMILY LIFE CYLCLE ETC.

DEMOGRAPHIC SEGMENTATION

•NESTLE MAINLY FOCUSES ON AGE, GENDER AND FAMILY.

•PRODUCTS SUCH AS:oNESTLE NESVITA FOCUSES ON

FEMALES.oNESTLE CANDY PRODUCTS

TARGET SPECIFIC AGESoNESTLE YOUGURT TARGETS

FAMILIES

SEGMENTATIONS OF PRODUCTS.

FEMALES

FAMILIES

CHILDREN

MARKETING MIX OF NESTLE

•PRODUCT

•PRICE•PLACE•PROMOTION

PRODUCT•BEING THE LARGEST FOOD

SUPPLIERS, NESTLE HAD A WIDE RANGE OF PRODUCTS

•DAILY USE PRODUCTS•THEIR PRODUCTS SATISFY THE

CUSTOMER PSYCHLOGICALY AND FUNCTIONALY.

•EG,INFANT NUTRITION, MILK PRODUCTS, MORNING CEREALS, CHOCOLATES, BEVERAGES & WATER

Cereals

Coffee

Chocolates

Infant food

Water

PRICE•FLEXIBAL PRICES•MARKETING STRATEGY INCLUDES

WIDE RANGE OF PRICING STRATEGY

•PRICES ARE AFFORTABLE FOR ALL TYPES OF CONSUMERS

•BULK PURCHASE DISCOUNT ALSO AVAILABALE

•SEASONAL PRICES VARIATION

PLACE•MAIN BUSINESS IN EUROPE•90 % SALES IN EUROPE•IT HAS THREE ZONES IN

PAKISTAN•NORTH ZONE (Peshawar,

Rawalpindi, Islamabad)•CENERA ZONE (Multan)•SOUTH ZONE (Karachi,

Hyderabad, Sukkur)

PROMOTION

• WELL PLANED PROMOTION STRATEGIES

• ADVETIZING ON ELECTRONIC AND PRINT MEDIA

• EVERY BRAND LAUNCHED WITH A NEW PROMOTIONAL COMPAIGN

DISTRIBUTION•NORTH ZONE• Islamabad, Jhelum & Peshawar•SOUTH ZONE• Karachi, Hyderabad & Sukkur•CENTERAL ZONE• Lahore, Faisalabad,

Multan, Sahiwal

STRATEGIES FOR COMPETITIVE ADVANTAGE

•Customers come first.•Quality is competitive advantage.

•Quality is a joint effort.•Quality is made by people.•Quality is action.

•TELIVISION•RADIO•MAGZINES•NEWS PAPERS•INTERNET•ADVERTS ON VEHICLES

PROMOTIONAL STATEGY

FUTURE PLANS•SOUPS•PET NUTRITION•ICE CREAMS