DEPARTMENT OF TOPIC: Advertising Plan On Nestle Milkpak NAMES : Al-Sayed Hasnain Hyder Naqvi (320) Abdul Khalid Memom(307) Ikramullah Memom(337) Muneer Ahmed Junejo(366) Mushtaque Ali Shaikh(367) Sheeraz Ali Pathan(386) SUBJECT : Advertising SUBMITTED TO: Madam, Sanam Memom CLASS:
BBA-III 6 th SemesterC ompany Name and Its IntroductionNestle-PakistanOrganizational History:Nestlé is a multinational packaged food company founded and headquartered inSwitzerland. It resulted from a merger in 1905 between the Anglo-Swiss Milk Companyfor milk products established in 1866 and the Farine Lactée Henri Nestlé Company set upin 1867.The Company is engaged in manufacturing, processing and sale of food products inPakistan. The company offers milk, dairy, and chilled dairy products, including UHT milk,yogurt, raita, ghee, and cream; beverages, such as coffee, juices, and instant drinks; andbottled water in non-returnable and bulk bottles for home and office delivery. It also offersinfant cereals; prepared meals, such as noodles; breakfast cereals; and mints, chocolates,and confectionery and culinary products.
The company, formerly known as Nestle Milkpak, Ltd., was founded in 1979 and is basedin Lahore, Pakistan. Nestle Pakistan Limited is a subsidiary of Nestle S.A. It operates inSheikhupura, Kabariwala, Islamabad and Karachi.VISION:The strategic priorities of Nestle Pak Ltd are focused on delivering shareholder valuethrough the achievement of sustainable, capital efficient and profitable long term growth.Improvements in profitability will be achieved while respecting quality and safetystandards at all times. In line with this objective, Nestle Pak Ltd envisions to grow in theshortest possible time into the number one food company in Pakistan with the uniqueability to meet the needs of consumers of every age group - from infancy to old age, fornutrition and pleasure, through development of a large variety of food categories of thehighest quality. Nestle Pak Ltd envisions the company to develop an extremely motivatedand professionally trained work force, which would drive growth through innovation andrenovation. It aspires, as a respected corporate citizen, to continue playing a significantrole in the socialMISSION STATEMENT Nestlé’s mission is to provide the best food to peoplethroughout the world.”
Objectives of NestleMarketing objectives are compatible with the overall corporate objectives of nestle.Company’s objective is to be the world’s largest and best branded food manufacturerwhile insuring that nestle name is synonymous with the products of the highest quality.Its chief objectives are:• To achieve compatibility with international voluntary standards on environmentalmanagement systems.• To build mutual trust with consumers, governmental authorities and business partners.• To ensure continuous improvement of nestles environmental performance.• Conservation of natural resources and minimization of waste.• Total compliance with the laws.• To establish the benchmark for good business practice.• Employing new technologies and processing.• By committing to resources, both human and financial.• Measuring the cost and benefits to business of its activitiesAdvertising Objectives and PlanThe objectives of the advertisement of Milkpak are not only increasing market sharein Pakistan but rather building long-term relationship with customers through the use ofemotional strategy. Another objective includes increasing demand of Milkpak byincreasing its liking among people.Creative Strategy:Milkpak is having a way that Every one drinks Milkpak and it’s a milk of Nation; which isliked by everyone focusing its target market which is middle and upper class with a waythat MILKPAK is MILK of Nation.
Execution Plan for Nestle milkpakTVC Production For the Milkpak campaign, a video ad is also made in order to give alive message to the audience about that every person in Pakistan drinks Milkpak, A schoolkid while having break in lunch box have milkpak to drink, A college Student whilestudying drink it and a man drinks milkpak while reading a newspaper and enjoys it, Aboy doing exercise drink it to have energy. In that video, the devotion of people towardsMilkpak is shown, It is totally used of soft sell technique and effects people emotionallyand creates a positive image of MILKPAKPrint Media The print media being used for advertisement of Milkpak in newspaperwhich is being used for giving its ad in order to remind the product and try to reinforce theimage of Milkpak in the minds of the customers. In the newspaper the ad will be given inthe 2nd page in which different types of ads will be shown day to day basisRadio Advertisement in Radio will be made on hourly basis as per time check for listenersand every one listens our ad; it’s a good opportunity to those customers who may not viewour print ad or TV adSkin on Busses/Van and Bill board The same print media ad will be show in theseselected medium to create long term brand personality that MilkPak is Milk of Nation.
SWOT ANALYSIS OF NESTLE Milkpak from AdvertisingPerspectiveStrengths• Educated and Skilled Marketing Staff• Large number of new market offerings.• Pre purchase virtual display at thousands of shops, stores within Pakistan, which are alsoeasily accessible for consumers• Arrangement of events• Physical evidence Strong Brand imageWeaknesses• There is weak marketing of Milkpak as there is no advertisement of Milkpak on officialwebsite.• Lack of awareness among the target market.• It is a main weakness of milkpak that there are different companies of milk but the nameof nestle milkpak is always stand in the last because of low advertising and marketing.Opportunities• Increasing interest of people• Few and weak competitors• Can Reposition itself buy one more Advertising Campaign• Currently none of competitors is spending money of advertisings, so I may be beneficialfor Nestle to Advertise• Growth of processed milk is increasing with 20% annually so Nestle Milkpak has theopportunity to capture a large share of market.Threats• Major Player may enter target market• Legal and ethical issues.• Market segment growth could attract new entrants.• Two main competitors Haleeb and Olpers are main threat for Milkpak especially theOlpers is growing very fast.• There is no entry barrier for new entrants as the Olpers has come in the market.Advertising Campaign