Mar Com
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NesTea

NesTea

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Mar Com Mar Com Presentation Transcript

  • Integrated MarketingPritam Meel ITM Business School CommunicaNeha SrivastavaMeher KhanVinod Kumar PGDM 2010 -2011 Sources: tionAtul Kamble Wikipedia, Nestle.com, Google
  • ContentsChapter 1. Company and Product ProfileChapter 2. Competitors of NesTeaChapter 3. STPChapter 4. Marcom StrategyChapter 5. Strategy ImplementationChapter 6. Conclusion
  • Company Profile NESTEA VARIANTSNESTLE NESTEA Nestlé is one of Nestea is a the largest food brand of iced tea and nutrition manufactured Bottled and companies in the by Nestle and Can world, founded distributed by and Head Beverage quartered in Partners Refrigerator Vevey, Switzerlan Worldwide (BPW),a joint Pack d. venture Nestlé originated between The in a 1905 merger Coca-Cola Instant Tea of the Anglo- Company and Mix Swiss Milk Nestle in rest of Company the world
  • Product Lines Nestle Product LineMilk Products Prepared Dishes Chocolate and Beveragesand Nutrition and Cooking Aid Confectionaries
  • Competitors of NesTea IndirectDirect Competition Competition Cold Beverages Unilever- Cold Coffee Pepsi Nimbu Pani Lipton Icetea
  • Segmentation, Targeting and PositioningS Rural Semi Urban Urban Schools n Schools n Schools nT Colleges Colleges Colleges Gram Offices, Ba Market Mandies, Offices, Ba Panchayats Market nks, Theate Places, Mal Weekly nks, Theate Meetings, Place rs, Chai ls, Railway Bazar rs Hats, Tapries Stations Summer Status Drink, AP Summer Health Quo, He Summer Health gainst Drink Oriented alth Drink Oriented Cold Oriented Coffee
  • Integrated marketing Communication Internet Coverage Rural Market Print TelevisionCoverage Marcom Coverage Semi Urban Market Urban Market Radio Coverage
  • Strategic Implementation Television Coverage Rural Markets Semi-Urban Urban Markets Daily News Between 4 pm National Music Channels. International Soaps, Regional Regional Celebrity Channels, Yoga to 6 pm Celebrity i.e English Celebrity Between 7 pm to 9 Shows, Daily Between 6 pm to News i.e Rajnikant in channels, Newschannels, National pm South India Between 7 pm Hema Malini 10 pm i.e. Soaps, Movie Channels, Sports Television Channels to 9 pm Channels A R Rehman
  • Strategic Implementation Internet coverage Rural, Semi- Urban and Urban marketsEducational Sites, Agri Sites, Facebook, Orkut, Stock Market Website, Google adds, News Sites, Encyclopedia sites
  • Strategic Implementation Radio Coverage Rural Markets Semi-Urban Urban Markets Music Musical National Celebrity Channels. International Music shows, FM shows, news Regional Celebrity rainbow i.e English music Every Celebrity , cricket. Every Two hours Every one hour i.e Vijender Singh Aakashwani, Vividh Lata Mangeshkar channels, chat program i.e.Aakashwani, Vividh Bharti Bharti shows, late A R Rehman night shows
  • Strategic Implementation Print Media Coverage Rural Markets Semi-Urban Urban MarketsLess or no printmedia coverage Regional in rural areas Celebrity i.e Since there is some medium level International Celebrity of literacy , therefore print media National Celebrity i.e Newsbecause of poor has certain All Brand Ambassadors paper, magazines, pamphlets , Hoarding and posters Distributing samples with news papers. i.e. literacy . All Brand coverage, magazines, pamphlets All Brand AmbassadorsNewspaper , on Ambassadorswalls. ST buses.
  • Conclusion PIONEER Fortress INNOVATION COLABERATIONS New Product Variants NesTea McDonalds PizzaHuts BRAND EQUITY Aggressive marketing, positioning