NESTLE INDIA MARKETING MIX
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Nestle India Ltd. has a diverse product portfolio consisting of milk products & nutrition, beverages, prepared dishes & cooking aids, and chocolates & confectioneries. The company has a wide range of products under each category, with some product lines like milk products having a greater depth than others like beverages. There is scope to increase depth for some product lines and trim lengths for others. The company also needs to address some brand issues like product confusion and duplication to improve further.
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NESTLE INDIA MARKETING MIX
- 2. • AKSHAY M.R • GAWLI SOPAN BALIRAM • KEERTHANA B.S • SAMBIT MISHRA • SHARAN G • SOWMYA C.L • VARUN.B
- 3. PRODUCT MIX OF NESTLE INDIA LTD. MILK PRODUCTS & NUTRITION BEVERAGES PREPARED DISHES & COOKING AIDS CHOCOLATES & CONFECTIONERY NESTLE INDIA LTD.
- 4. PRODUCT LINES & PRODUCT LINE LENGTH OF NESTLE Product Mix Breadth & Product Line Length of Nestle Milk Products & Nutrition • DAIRY WHITENER • Nestle Dairy Whitener • GHEE • Nestle Everyday Ghee • MILK • Nestle Milk • Nestle Slim Milk • Nestle Nido • Nestle Milkmaid • DAHI • Nestle Fresh n natural Dahi • Nestle Fresh n Natural Silm Dahi • Nestle Nesvita Dahi • Nestle Dahi • RAITA • Nestle Jeera raita • FRUIT YOGHURT • Nestle Milkmaid Fruit yoghurt • INFANT FOOD • Lactogen • Cerelac Beverages • COFFEE • Nescafe Classic • Nescafe Cappuccino • COFFEE- CHICORY MIXTURE • Nescafe Sunrise Premium • Nescafe Sunrise Special • TEA • Nestea Iced tea with green tea • Nestea Iced tea • Nestea Instant Hot Tea Mixes • COFFEE, MILK AND SUGAR • Nescafe 3 in 1 Prepared Dishes & Cooking Aids • MAGGI NOODLES • MAGGI 2-Minute Noodles • MAGGI Vegetable Atta • MAGGI Vegetable Multigrainz Noodles Noodles • MAGGI Cuppa Mania • MAGGI Chinese Noodles • MAGGI SOUPS • MAGGI Healthy Soups • MAGGI Sanjeevni Cup Soup • MAGGI 'TASTE OF INDIA' READY-TO- COOK PASTES • MAGGI Masala-ae-magic • MAGGI Coconut Milk Powder • MAGGI Bhuna Masala • MAGGI MAGIC Cubes • MAGGI Pazzta • MAGGI KETCHUP • MAGGI Sauce • MAGGI Pichkoo • MAGGI Pizza Mazza Chocolates & Confectionery • KITKAT • Nestlé Kit Kat • Nestlé Kit Kat Chunky • MUNCH • Nestlé Munch • Nestlé Munch Pop Choc • MILKYBAR • Nestlé Milkybar • Nestlé Milkybar Choo • Nestlé Milkybar Crispy Wafer • BAR-ONE • Nestlé Bar-one • MILK CHOCOLATE • NESTLÉ Milk Chocolate • POLO • Polo • ECLAIRS • NESTLÉ Eclairs • NESTLÉ MILKYBAR Eclairs
- 7. PRODUCT DEPTH DAIRY WHITENER Nestle Dairy Whitener GHEE Nestle Everyday Ghee MILK Nestle Milk Nestle Slim Milk Nestle Nesvita Pro-Heart Milk Omega 3 Nestle Nido Nestle Milkmaid DAHI Nestle Fresh n natural Dahi Nestle Fresh n Natural Silm Dahi- Fat-free Nestle Nesvita Dahi- probiotic Nestle Dahi- 150gm(Rs.10),1 Kg(Rs.40) RAITA Nestle Jeera raita FRUIT YOGHURT Nestle Milkmaid Fruit yoghurt- Strawberry and Mango-flavoured MILK PRODUCTS & NUTRITION
- 8. BEVERAGES COFFEE Nescafe Classic - 150 gm , 285 gm Nescafe Cappuccino - NESCAFÉ Choco Mocha , NESCAFÉ Vanilla Latte. COFFEE- CHICORY MIXTURE Nescafe Sunrise Premium - (Coffee: Chicory = 70%:30%). Nescafe Sunrise Special - (Coffee: Chicory = 60%:40%) TEA Nestea Iced tea with green tea Nestea Iced tea Nestea Instant Hot Tea Mixes COFFEE, MILK AND SUGAR Nescafe 3 in 1 – 1 sachet(Rs.5)
- 9. PREPARED DISHES & COOKING AIDS MAGGI NOODLES • MAGGI 2-Minute Noodles • Masala - 85 gm/ 346 gm/ 510gm • Chicken - 85 gm/ 346 gm • Tricky Tomato - 42 gm • Thrillin Curry - 42 gm • MAGGI Vegetable Atta - 85 340 gm • MAGGI Vegetable Multigrainz Noodles Noodles • MAGGI Cuppa Mania - 70 gm • Masala Yo MAGGI SOUPS • MAGGI Healthy Soups • Home Style • Creamy Chicken • Mixed Vegetable • Rich Tomato • Masala Noodles Soup • Chef Style • Cream Mushroom • Sweet sour tomato noodles • Tangy tomato vegetable • Palak Corn Soup • Chinese Style • Chinese Sweet corn chicken • Chinese Sweet corn vegetable • Chinese Hot & sour vegetable • Oriental Thai Noodles Soup MAGGI 'TASTE OF INDIA' TO-COOK PASTES • MAGGI Masala-ae-magic • MAGGI Coconut Milk Powder • MAGGI Bhuna Masala • for Gravy Dishes • for Vegetables and Dal • MAGGI MAGIC Cubes • MAGGI Pazzta • Masala Penne • Cheese Macaroni MAGGI KETCHUP • MAGGI Sauce • ( 200gm/ 500 gm/ 1 kg) • Rich tomato • Rich tomato- No Onion, No Garlic • Hot & sweet • Chatpat • MAGGI Pichkoo - 90 gm • MAGGI Pizza Mazza - 300 gm
- 11. COMMENTS LENGTH • The length of product line is about 56 product. Some product-lengths are very short (‘Nestlé Beverages’) and some are considerably long(e.g. Milk and Nutrition products). • Can launch quite a few products in the short product-lengths. Width • All product-lines pertain to human food items only. • Should launch products other than food varieties also. Depth • There are quite a few of products having less product-depths. Example – Kitkat ,Eclairs &Munch • Where as some products are having a good product-depths. Example : Maggi : Total 10 varieties. • There are a lot of scope for developing depths on several products which will enhance both growth and profitability. • Should launch products other than food varieties also.
- 12. PRODUCT LEVEL OF NESTLE Product Core Benefit Basic Product Expected Product Augmented Product Potential Product Milk Products & Nutrition Health, Nutrition, Taste Hygiene Offers, Gifts. Flavours, Calories, Shelf Life. Beverages Pleasure, Freshness . Flavour Blending, Aroma Offers ,Gifts Flavours Cooking Aids Instant Food, Time Saving Taste ,Flavour Price ,Nutritious , Packing Variations Indigenous Chocolates & Confectionery Delighting Taste, Pleasure Flavour, Sweetness Attractive Packing, Calorific Value Size And Shape
- 13. CONSUMERS/CUSTOMERS AND INFLUENCERS Product Customer Influencer Milk Products & Nutrition Infants, Family , Doctor, Celebrities. Beverages Family, Children, Advertisements, Dealers. Cooking Aids Employees, Youths, Children Advertisements, Time. Chocolates & Confectionery Children, Youth, Family Advertisements, Celebrities.
- 14. SCOPE FOR IMPROVEMENT 1. Nestle’ can think of diversification. 2. Can go for increasing the product-lengths in some cases like ‘Prepared dishes & Cooking Aids’ and ‘Beverages’ 3. Trim up the product-lengths in select cases like chocolates to eliminate confusion. 4. Entry into the niche segment – less competition.
- 15. BRAND ISSUES Confusion among the customers: • MUNCH- CRUNCH • Multi Flavours in KITKAT • Veg - Non-Vegs in MAGGI Duplicating the brands: • KITKAT-KITCAT • Milkmaid - Milkmade Withdrawal of few products in 2006 These are Nestlé Chocostick, Nestlé Butter, and Dust Tea, which have been discontinued from the market on the grounds that "they do not add value to the Nestle India brand”. GM issues: Nestle India’s products like Maggi and infant foods were rejected on grounds of GM issues.
- 16.