PRINCIPLES OF MARKETINGPRINCIPLES OF MARKETINGREPORT ON MARKET STRATEGY OF REPORT ON MARKET STRATEGY OF

NESTLE NESVITA NESTLE NESVITA SUBMITTED TOSUBMITTED TOSIR BILAL AMANSIR BILAL AMAN

7TH SEPTEMBER 20097TH SEPTEMBER 2009

RESEARCH AND COMPILED BYRESEARCH AND COMPILED BYTAHIR ALTAFTAHIR ALTAFATUFA MERAJATUFA MERAJ

ZAEEM AHMEDZAEEM AHMEDSYED FAIZANSYED FAIZAN

NADEEM AHMEDNADEEM AHMEDTAUQEER ALITAUQEER ALI

PRODUCT NAMEPRODUCT NAME

NESTLE NESTLE HISTORYHISTORY

Nestle Pakistan Limited is a Pakistan- based food and Nestle Pakistan Limited is a Pakistan- based food and beverages company. The Company is engaged in beverages company. The Company is engaged in manufacturing, processing and sale of food products.manufacturing, processing and sale of food products.Nestle has been serving Pakistani consumers since Nestle has been serving Pakistani consumers since 1988, when their parent company, the Swiveled-based 1988, when their parent company, the Swiveled-based Nestle SA. First acquired a share in Milkpak Ltd. Nestle Nestle SA. First acquired a share in Milkpak Ltd. Nestle Pakistan Limited is registered on the Karachi and Pakistan Limited is registered on the Karachi and Lahore stock exchanges; for the past five years and Lahore stock exchanges; for the past five years and has been declared one of the top 25 companies on the has been declared one of the top 25 companies on the Karachi Stock Exchange by 2014. Nestle Pakistan aims Karachi Stock Exchange by 2014. Nestle Pakistan aims to be a Rs. 100 billion company. Nestle is a human to be a Rs. 100 billion company. Nestle is a human company and offers tremendous opportunities for company and offers tremendous opportunities for career growth and learning at domestic and career growth and learning at domestic and international levels. With over 8000 brands preferred international levels. With over 8000 brands preferred for their good quality, taste and health benefits. Nestle for their good quality, taste and health benefits. Nestle is the number one food company in the world.is the number one food company in the world.

ABOUT THE PRODUCTABOUT THE PRODUCT

NESTLÉ NESVITA Milk as its high in NESTLÉ NESVITA Milk as its high in Calcium and low in fat. With 50% more Calcium and low in fat. With 50% more Calcium than regular milk NESTLÉ Calcium than regular milk NESTLÉ NESVITA locks the Calcium in your bones NESVITA locks the Calcium in your bones making them strong and healthy. This is making them strong and healthy. This is because it contains CALCI-LOCK, a because it contains CALCI-LOCK, a special combination of Calcium, Vitamin D special combination of Calcium, Vitamin D and other essential vitamins and minerals.and other essential vitamins and minerals.

TARGET MARKETTARGET MARKET

Nestlé’s Nesvita milk is for such a Nestlé’s Nesvita milk is for such a segment of the markets that are segment of the markets that are health conscious and want to lead a health conscious and want to lead a healthy lifestyle, they have specially healthy lifestyle, they have specially targeted the women of today who is targeted the women of today who is either a working women, married either a working women, married women and health conscious people. women and health conscious people.

MARKET SEGMENTATIONMARKET SEGMENTATION

DEMOGRAPHIC DEMOGRAPHIC

SEGMENTATIONSEGMENTATION

PSYCHOGRAPHIC PSYCHOGRAPHIC

SEGMENTATIONSEGMENTATION

DEMOGRAPHIC SEGMENTATIONDEMOGRAPHIC SEGMENTATION

Nestlé’s Nesvita is meant for all the users in higher upper or middle class families Nestlé’s Nesvita is meant for all the users in higher upper or middle class families being positioned as a brand for moderate income earners also. Due to the income being positioned as a brand for moderate income earners also. Due to the income factor involved it can be said that Nestlé’s Nesvita milk targets specially those factor involved it can be said that Nestlé’s Nesvita milk targets specially those women who are health conscious. women who are health conscious.

PSYCHOGRAPHIC SEGMENTATIONPSYCHOGRAPHIC SEGMENTATION On the basis of psychographics, factors such as

personality traits, lifestyles and values, the marketers at Nestlé’s Nesvita have segmented the market more towards health conscious women. The ads for Nesvita show a women who want to be successful, having high aims

MARKET POSITION MARKET POSITION

Nesvita position there product in consumer Nesvita position there product in consumer mind by saying mind by saying

““Bones Strong Tou Mein Strong“Bones Strong Tou Mein Strong“

lifestyle is the main image that nestle lifestyle is the main image that nestle creates in the mind of the customers. So creates in the mind of the customers. So Nestle position its brand Nesvita in market Nestle position its brand Nesvita in market as healthier milk and special strength for as healthier milk and special strength for women and those people who are health women and those people who are health conscious. conscious.

MARKETING MIXMARKETING MIX PRODUCTPRODUCT

PROMOTIONPROMOTION

PRICING PRICING

PLACEMENT PLACEMENT

PRODUCTSPRODUCTS

PRODUCTPRODUCT

NESVITANESVITA Milk & Yogurt as its high in Milk & Yogurt as its high in Calcium and low in fat. Calcium and low in fat.

SIZESSIZES INGREDIENTS INGREDIENTS

  1 Liter (Milk)1 Liter (Milk) CALCIUM 27-30% CALCIUM 27-30%

200 ml (Milk)200 ml (Milk) PROTEN 15-18% PROTEN 15-18%

450 gm (yogurt)450 gm (yogurt) POSPHORUS 31-34% POSPHORUS 31-34%

VITAMIN A 6-9%VITAMIN A 6-9%

ENERGY 160-169 K CALENERGY 160-169 K CAL

PROMOTION PROMOTION

Nestle Nesvita use the following media for Nestle Nesvita use the following media for promote there productpromote there product

AdvertisingAdvertising Broadcast Ad’sBroadcast Ad’s Print Ad’sPrint Ad’s Sponsored Tv ShowsSponsored Tv Shows

PRICING PRICING

in case of Nesvita, the prices are quoted in case of Nesvita, the prices are quoted on the base of cost of ingredients as well on the base of cost of ingredients as well as other operational costs like processing, as other operational costs like processing, weighing packaging and logistics.weighing packaging and logistics.

Psychological pricing Psychological pricing For Nesvita the psychological pricing is For Nesvita the psychological pricing is also used, i-e high prices are quoted, also used, i-e high prices are quoted, which reflect product positioning, as “high which reflect product positioning, as “high price for high quality”.price for high quality”.

PRICE STRUCTUREPRICE STRUCTURE

Consumer priceConsumer price

200 ml Rs. 20 (Milk)200 ml Rs. 20 (Milk) 1000 ml Rs. 65 (Milk)1000 ml Rs. 65 (Milk) 450 ml Rs. 38 (Yogurt)450 ml Rs. 38 (Yogurt)

PLACEMENT PLACEMENT

This product is distributed on a tough This product is distributed on a tough criteria, i-e qualification, previous experience criteria, i-e qualification, previous experience of the same field, distributor’s storage place of the same field, distributor’s storage place which should be neat, clean and up to the which should be neat, clean and up to the mark, his motor vehicle etc.mark, his motor vehicle etc.

Proper planning by following demand and Proper planning by following demand and supply rule carries out distribution.supply rule carries out distribution.

The distribution strategy of the competitors is The distribution strategy of the competitors is considered.considered.

Nesvita is distributed to all the “A” Class Nesvita is distributed to all the “A” Class superstores of high traffic markets of posh superstores of high traffic markets of posh areas.areas.

Thank you!!!Thank you!!!

QUESTIONSQUESTIONS??????