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Marketing relaunch-of-nestle-lemo-and-malta-drink

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Marketing Project

Marketing Project

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  • 1. Getting to Know Nestlé Submitted to Miss Maryam Wazirzada Submitted by Mansoor Ahmad Majid Ahmad M Tahir Sheikh M Ajmal Misar Mian M Asad
  • 2.
    • It is a Swiss Company and have around 254,000 people working world wide. Operating in more than 130 countries. World´s leading food & beverage company. People, brands & products are the keys.
    Global Organization
  • 3.
    • Be the leading healthy, nutrition and wellness company in the world
    • Wants to be 100b company in 2014 in Pakistan
    Corporate Mission
  • 4. Milkpack Pure Life Nido Coffee Cerelac Everyday Cream Yogurt Product Lline Ghee Juice
  • 5.
    • Lemo/Malta is the product of Nestle, Which was launch in July 2005.
    • Committed to create values for its Customers and shareholders.
    • Low price to compete with Roh Afza and Jam-e-Sherin.
    Introduction of Lemo and Malta
  • 6.
    • Marketing oriented strategy
    • Test 60/40+
    • Smart & young housewives(57%)
    Orientation Strategies
  • 7. Demographics
  • 8. Marketing Enviornment
  • 9.
    • Competitors Intelligence
    • Focus group
    • Price responsiveness
    • Market share analysis
    • Primary & Secondary Data
    Marketing Research & Method
  • 10. Segmentation
    • Geographic
    • Demographic
    • Psychographic
  • 11. Target Market
    • Single Segment Strategy
  • 12. Product Development Process
    • Product Attribute
    • Quality,Physical Characteristics, Price, Brand, Packaging, Color,Design Seller’s reputation and service
    • Development Process
    • Imitative Product
    • Criteria of Product
    • Category growth , Financial Criteria and company’s market structure
  • 13. Position of Limo / Malta Nestle ’ Malta & Lemo 25gm Tang 25gm Lemopani 25gm Mixer 25gm High Quality Low Quality High Price Low Price
  • 14. Pricing Strategy
    • Head to Head competition
  • 15.
    • The Chain of distribution adopted for Limo and Malta
    Distribution Strategies Wholesalers Distributors Company Retailers Consumers
  • 16. Promotional Mix
    • ATL
    • BTL
    • Free Sampling 350K
    • Road Shows
    • Town Storming
    • Gift Scheme on redemption
  • 17. Analysis
  • 18.
    • Reasons
    Why Fail ???
    • Trade Discount was less as compare to competitors
    • Competitor’s ATL was more than Nestle
    • Nestle was failed to create product awareness among consumers
    • Marketing investment was not sufficient
    • Quality Problem
    • Try to cash Nestle name
  • 19.
    • Reasons
    Why Faill Cont…..
    • SKU depth
    • Add was not clear and not attractive
    • Pricing Strategy was not adopted
    • Failed to highlight consumer benefits
    • Design of product was not attractive
    • Positioning was not clear
    • No proper segmentation
    • Taste was not good
  • 20. Relaunch
  • 21. Corporate Mission
    • Corporate Mission
    • Meet the nutritional need of consumer of all age groups from infancy to old age, from nutrition to pleasure, through an innovative profile of branded food and beverage product of highest quality.
  • 22.
    • OBJECTIVE
    • To increase market share
    • Restore brand image
    • Increase SKU
    Short Term Objectives
  • 23. Long Term Objectives
    • To make this brand profitable
    • Head-on Competition
  • 24.
    • Growing Powder Drinks Market
    • Economical
    • Convenient
    • No FDI
    • Climate
    Recent Market Trends
  • 25. Segmentation
    • Segmentation Strategy
    • Geographical
    • All province’s Major cities (Lahore, Multan, Faisalabad, Karachi, Hydrabad, Peshawar, Quetta and twin cities Islamabad and Pindi) 1year
    • Demographical
    • All Age groups, A, B & C Class and for all races
    • Psychological
    • Socialize people and excitement seeking
    • Behavioral
    • Benefits seeking people
  • 26. Strategies & Tactics
  • 27. Product Development
  • 28.
    • All age group
    • Aggregation Strategy
    Target Market
  • 29. Position of Orange & Lemonade Nestle ’ Orange & Lemonade 25gm & 200gm Tang 25gm Lemopani 25gm Mixer 25gm High Quality Low Quality High Price Low Price
  • 30.
    • Ps
    • Product
    • Price
    • Promotions
    • Place
    • People
    • Process
    • Physical environment
    7 Ps
  • 31. Orange & Lemonade
    • Product
    • Consumer benefits
    • 4 SKU
    • Variation
    • Improved Quality
    • New Design
    • Packaging
    • Colors
    • High Value
    N e w
  • 32. Price
    • Price Objective
    • Sales Oriented
    • Increase sales volume
    • Increase market share
    • Price Competition
    • Low Price
    • Penetration
  • 33. Placement
    • Distribution channel for deep penetration
    • Wholesale
    • Retailer Coverage
    • Key Accounts
    • Blue Account
    • Business Market
  • 34. Promotions
    • Promotional Mix
    • Advertising
    • TV, Print Media, Radio, Billboards, Road Shows and School Competitions and Sponsoring sports events
    • Sales Promotions
        • Free sampling
    • Trade discount
    • Consumer Promotion
    • Lucky draws (Singapore return ticket)
    • Gift Hampers
  • 35. People
    • Customer Service Centre
    • Post Launch feedback
  • 36. Physical Environment
    • Extra ordinary services to retain good will
    • In-store Branding
    • Huaraches Activities
  • 37. Process
    • Speed to the market is of the essence
    • Response to feedback
  • 38. Distribution Strategies
  • 39.
    • “ Ambition is the path to success.
    • Persistence is the vehicle you arrive in.” - Bill Bradley
    Conclusion

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