nestle pakistan

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nestle Pakistan

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Page 1: nestle Pakistan
Page 2: nestle Pakistan

GROUP MEMBERSGROUP MEMBERS

Page 3: nestle Pakistan
Page 4: nestle Pakistan

Topics to coverTopics to cover

► Current market Current market situationsituation

► Significant brandSignificant brand► SWOT analysisSWOT analysis► Product market Product market

expansion gridexpansion grid► Strategy for Strategy for

launching new launching new productproduct

► Marketing strategyMarketing strategy► Action programsAction programs► Projected budgetProjected budget

► ControlControl► Market segmentationMarket segmentation► PositioningPositioning► Marketing mix Marketing mix

(product, price, place (product, price, place and promotion)and promotion)

► promotional mixpromotional mix► AdvertisementAdvertisement► Public relationPublic relation► Sales and promotionSales and promotion► Direct marketingDirect marketing► conclusionconclusion

Page 5: nestle Pakistan

Significant brandSignificant brand

►Nestle ice cream that means a Nestle ice cream that means a refreshing treat that every one loves refreshing treat that every one loves

►The project is about introduction of The project is about introduction of Nestle ice cream in Pakistan. Nestle ice cream in Pakistan.

“ “nestle ice cream”nestle ice cream”

“ “just a magic”just a magic”

Page 6: nestle Pakistan

Current market situationCurrent market situation

►Nestlé is the world's leading food Nestlé is the world's leading food company company

► In recent years it has focused on In recent years it has focused on becoming a nutrition, health and becoming a nutrition, health and wellness company.wellness company.

►There are small, medium and large There are small, medium and large manufacturers of ice cream in Pakistan manufacturers of ice cream in Pakistan as competitor. as competitor.

Page 7: nestle Pakistan

Swot analysisSwot analysis

StrengthsStrengths►Skilled labor.Skilled labor.►Educated staff.Educated staff.►Large number of offerings.Large number of offerings.►Arrangement of events.Arrangement of events.►Good background of the company.Good background of the company.►Easy to approach outlets.Easy to approach outlets.

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weaknessweakness

►Sometimes our product runs out of Sometimes our product runs out of market due to shortage of labor and market due to shortage of labor and stocks stocks

►Lack of awareness among the target Lack of awareness among the target market.market.

Dependency on government for Dependency on government for arrangement of events.arrangement of events.

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opportunitiesopportunities

►The biggest opportunity would be The biggest opportunity would be considered geographically considered geographically

► Increasing interest of peopleIncreasing interest of people►Few and local competitorsFew and local competitors

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ThreatsThreats

►Market segment growth could attract Market segment growth could attract new entrants.new entrants.

►Economic slow down can reduce Economic slow down can reduce demand.demand.

► It requires a heavy investment to It requires a heavy investment to increase market growth or to capture increase market growth or to capture market. market.

Page 11: nestle Pakistan

Product market expansion Product market expansion gridgrid

►Low cost operatorLow cost operator

►Innovation / RenovationInnovation / Renovation

►Product availability (“with in arms Product availability (“with in arms reach”)reach”)

►CommunicationCommunication

Page 12: nestle Pakistan

Strategy for launching the Strategy for launching the product:product:

Goals & objectives:Goals & objectives:

►CREATING AWARENESSCREATING AWARENESS►Capturing 60 % of target market Capturing 60 % of target market

within 1 year.within 1 year.►Launching the product in Launching the product in

summers.summers.►Opening different outlets.Opening different outlets.

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Marketing strategy:Marketing strategy:

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ACTION PROGRAMS:ACTION PROGRAMS:

►We will be acting for our operations by We will be acting for our operations by the following schedule. For the the following schedule. For the implementation of the plan we have implementation of the plan we have divided the tasks to the respective divided the tasks to the respective staff that will ensure the staff that will ensure the implementationimplementation

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Responsibilities of the Responsibilities of the Team:Team:

►Marketing HeadMarketing Head ►Sales managementSales management►The financial officer’sThe financial officer’s ►The process control officersThe process control officers► there are Further there are Further staffstaff

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Action Plan TimingsAction Plan Timings

► All the Task force will work keeping in view All the Task force will work keeping in view the following major activities.the following major activities.

► The service is to be launched on 14th July The service is to be launched on 14th July 20092009

► The advertisement through cable and our The advertisement through cable and our magazine will be started one week before magazine will be started one week before the launch. the launch.

► The first issue of the magazine will be The first issue of the magazine will be distributed along with the English news distributed along with the English news papers on Sunday 24papers on Sunday 24thth of June 2009 of June 2009

Page 17: nestle Pakistan

Projected budget:Projected budget:

►project requires an estimated budget project requires an estimated budget of about Rs: 125 million of about Rs: 125 million

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controlcontrol

►To make sure that the whole To make sure that the whole marketing process runs smoothly we marketing process runs smoothly we will be doing:will be doing:

►Budget MonitoringBudget Monitoring►Updating PlanUpdating Plan►Measuring ObjectivesMeasuring Objectives

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Market segmentationMarket segmentation

We have divided our market into geographic, We have divided our market into geographic, demographic, psychographic and behavioral demographic, psychographic and behavioral segments. These segments will help us understand segments. These segments will help us understand

our market betterour market better

Geographic Geographic SegmentationSegmentation : :

We will be launching our product ( We will be launching our product ( NESTLE ICE-CREAM ) initially at NESTLE ICE-CREAM ) initially at Lahore and Karachi. Lahore and Karachi.

::

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Demographic segmentation:Demographic segmentation:

►The demographic segmentation The demographic segmentation includes different variablesincludes different variables

► It includes the age and Gender and It includes the age and Gender and other statisticsother statistics

Psychographics Segmentation:Psychographics Segmentation:

Lower class, Middle class, Upper classLower class, Middle class, Upper class

Page 21: nestle Pakistan

Behavioral Segmentation:Behavioral Segmentation:► This segment includes people who are This segment includes people who are

interested interested ► The People who are willing to buy The People who are willing to buy ► The People who are not interested in the The People who are not interested in the

concept concept

► Target market:Target market:

►Our target market would be mainly Our target market would be mainly Lahore and Karachi first. Lahore and Karachi first.

► And our main targets in these two cities And our main targets in these two cities are youngsters of age 18-30. are youngsters of age 18-30.

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Positioning:Positioning:

►We will position our product as a high We will position our product as a high quality product consumer focused. quality product consumer focused. Messages like Messages like

►““Who knows your taste better than us”,Who knows your taste better than us”,► “ “Nestle ice-cream now at your door Nestle ice-cream now at your door

step”;step”;► “ “Add additional flavors’ to your life”Add additional flavors’ to your life”

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Marketing mix:Marketing mix:Product.Product.Price.Price.Placement.Placement.Promotion.Promotion.

►ProductProduct ►Our product is high in providing Our product is high in providing

quality, taste and hygienequality, taste and hygiene►Our products will include:Our products will include:►range of flavors , Modifying our range of flavors , Modifying our

products, affordable prices, products, affordable prices, appropriate ingredients appropriate ingredients

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Actual Product Actual Product Our actual product consists of following attributesOur actual product consists of following attributes ►Brand name:Brand name: The brand name The brand name NESTLE NESTLE

has a direct relation with food and has a direct relation with food and beverages beverages

►Features: services like sending our Features: services like sending our representatives to the door stepsrepresentatives to the door steps

►Quality:Quality: we provide are durable, healthy, we provide are durable, healthy, fresh and long lasting fresh and long lasting

►Styling: Style and catchy designs are Styling: Style and catchy designs are the most important aspects of our the most important aspects of our productproduct

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Variety: availability of large Variety: availability of large variety of flavors as compared to variety of flavors as compared to

different brandsdifferent brands

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Price:Price:

►Our pricing is done consideringOur pricing is done consideringOur marketing objectives Our marketing objectives The economic conditions of our target The economic conditions of our target marketmarketPricing of our competitors Pricing of our competitors The nature of our businessThe nature of our business

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PLACE:PLACE:

►We will be placing our product by We will be placing our product by different channels to hit the target different channels to hit the target consumers consumers

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PromotionPromotion

►Our promotional efforts will not only Our promotional efforts will not only help attract the existing market but help attract the existing market but also create interest in new groups of also create interest in new groups of people specially youngsters people specially youngsters

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Promotional Mix:Promotional Mix:

Following tools will be used in our Following tools will be used in our promotion:promotion:

AdvertisingAdvertisingPublic RelationsPublic RelationsSales PromotionSales PromotionDirect MarketingDirect Marketing

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Advertisement Advertisement Networks for advertiseNetworks for advertise

Call cables Call cables NewspapersNewspapers

World wide webWorld wide web

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Message Through Message Through Advertisement Advertisement

►Using AIDA modelUsing AIDA model AwarenessAwareness InterestInterest DesireDesire ActionsActions

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Channel Of DistributionChannel Of Distribution

►Three main channel Three main channel TricycleTricycle Retail and outletsRetail and outlets Nestle parlorNestle parlor

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CompetitorsCompetitors

►Main competitors in Pakistan areMain competitors in Pakistan are WallsWalls Yummy 36Yummy 36 IglooIgloo HicoHico omoreomore

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Public RelationsPublic Relations

►Build good relations with customerBuild good relations with customer►Satisfy themSatisfy them►Bring new opportunities to attract Bring new opportunities to attract

customercustomer►Create good relationship Create good relationship

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Sales PromotionSales Promotion

►By giving special discount By giving special discount ►By special offerBy special offer

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Direct MarketingDirect Marketing

► Important entity in promotional mixImportant entity in promotional mix►Build customer relationBuild customer relation►Advertisement through mailsAdvertisement through mails

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conclusionconclusion

Nestle is the world leading food Nestle is the world leading food company since many decades ago. it company since many decades ago. it has been associated with providing has been associated with providing high quality consumer and customers high quality consumer and customers focus products .our company nestle focus products .our company nestle will be focus on becoming the no 1 will be focus on becoming the no 1 company in nutritious health and company in nutritious health and wellness company.wellness company.

Page 38: nestle Pakistan

Thanks