This document discusses Nestle Pakistan and its infant formula brand Nido. It provides information on Nestle's founding, product portfolio, market drivers for infant formula in Pakistan, and performance of major brands in the category. It also outlines Nido's brand attributes, target audience, product benefits, and positioning strategies focused on communicating nutrition and health benefits to mothers. Key competitors in the infant formula space like Abbott Nutrition, Meiji, Morinaga and Mead Johnson are also mentioned.

1. Presented By:Presented By:
••M.M. AliAli JehangirJehangir
••HussainHussain TahirTahir
••MM.. ShaheerShaheer
••MM.. UmairUmair

2. •It was founded in 1867 by HENRI NESTLE.
•Nutrition, Health & Wellness at Nestlé is 3 dimensional.
Brands
1. Ambient Dairy
2. Chilled Dairy
3. Juices
4. Bottled Water4. Bottled Water
5. Culinary & Food
6. Baby Food
7. Breakfast Cereals
8. Coffee
9. Confectionery

3. •Nestle meaning little nest
•Nestle logo with a bird and 2 babies shows mother care
•Nido is not a dictionary word is “N” derived from Nestle
•Nido is a short word is easy to remember
•Nido is use for easy registration and legislation of brand name trademark
•Nestle use yellow colour which is luminous in colour scheme easy to see.
•Nestle use 2 other colour i.e. Red and green which is also same as signal use for•Nestle use 2 other colour i.e. Red and green which is also same as signal use for
alerting and easy to see.

4. Easy to see primary colour
CURRENT:
Current behavior
FUTURE:
Future behavior
CONSUMER INSIGHT
BECAUSE:
Currently think/
feel
If we make them
think/ feel
differently
CONSUMER INSIGHT

5. • Doodh wala pani milata he,
• Unhygienic process, Tetra packaging
• 10 deficiencies in kids

6. Companies Value (Pkr) Share % Growth %
INFANT FORMULAS 14,536,152,141 100% 19.68%
1 SNOW BRAND 12,044 0% -84.78%
2 HIMONT PHARMA 5,963,633 0% -81.21%
3 IBL 17,979,714 0% 96.48%
4 NUTRI PHAR. 69,213,493 0% 99.85%
5 SN0 129,679,041 1% 41.77%
6 BIO FOOD NUTRITION 129,781,185 1% 0.53%
7 FASSKA-BELGIUM 130,325,441 1% -9.43%
8 LACTALIS INTERNATI 168,544,016 1% -2.58%8 LACTALIS INTERNATI 168,544,016 1% -2.58%
9 NUZZER PHARMA 282,209,411 2% -12.45%
10 NUTRICIA 438,805,775 3% -17.74%
11 MEAD JOHNSON(Searle) 769,692,722 5% 8.84%
12 ABBOTT NUTRITION 1,276,404,064 9% 29.20%
13 MEIJI PAKISTAN 2,860,108,300 20% 19.17%
14 MORINAGA 3,014,758,632 21% 40.66%
15 NESTLE PAKISTAN Ltd 5,242,674,670 36% 18.10%

7. -50%
0%
50%
100%
150%
2,000
3,000
4,000
5,000
6,000
Growth
ValueInMillions
Value Growth
-100%
-50%
-
1,000
ValueInMillions

8. Market Drivers
Market:
• Total Baby Food Market in Pakistan is Rs 14.5 billion
• Growth is 19.68 in 2016 2nd Quarter
• Projected growth is 17.63 in 2017
• Restricted to urban areas and fast expanding to rural areas.
Drivers :
• Increase in disposable income
• Higher birth rate i.e.22.58 births/1,000 population (2015 est.)
• Increasing working women population.
• Introduction of innovative products and reduction in prices.
Trends Challenges
• Introduction of innovative products and reduction in prices.
Challenges
• Competition from National company substitutes
• Cultural aspects.
• Regulations on Infant food Promotion
TRENDS:
• Introduction of more products to market most growable market
in IMS.
• Expansion of market in rural areas

9. Brand: Nido 1+, 3+ ,6+, Bunyad, Fortified.
Product offer : Nutritional Value to the child health
Target Audience: Mother as customer
End Consumer: ChildrenEnd Consumer: Children
Quality of product: Premium quality
Pricing: Affordable (basic product with better Price)

10. Age: 1-3, 3-6 & 6-12
Geographic: Rural (40%) and urban (60%)
Economic class: Middle and upper class

14. • Customer Value (1990-2000)
Economic, functional, psychological, time, effort.
• Customer satisfaction (2001-2010)
Satisfied, Dissatisfied, Neutral
• Customer trust (now)
Non-consumer also trust nestle and NidoNon-consumer also trust nestle and Nido
• Customer Retention
Willing to stay long?

15. • Target market: Pakistan
3rd largest milk producing country with 20 Billion
liters production (2012)
• Eating whole grain helps lose weight
• Consumption: Urban area use more than rural
• NIHS, Switzerland• NIHS, Switzerland

16. • Need:
Nutritious food, strong immune system, basic need
• Goal:
Healthy lifestyle
• Motivation type:
Positive attitude and motivation,Positive attitude and motivation,
For 1st position you need Nido

17. • Physiological
Iron, prebiotics, proteins

18. • Athletic/sports lover
• High achiever
• Affectionate and friendly

19. • Strong, Healthy, Secured and protected
• Sincerity:
Honest and wholesome
• Excitement:
Up to date,
• Competence:• Competence:
Reliable, Intelligent, Successful

20. • Healthy, nutritious, protective, economical

21. • Good packaging
• good smell and taste
• Powder form (easily solvable)

22. • Good packaging
• good smell and taste
• Powder form (easily solvable)

25. •Physical Appearances
•Stereotypes
•First Impressions

26. • Umbrella Positioning (Nestle)
• Positioning Against Competition
• Positioning Based on a Specific Benefit
• Conveying a Product Benefit
• Taking an Un-owned Position
• Positioning for Several Positions

28. • Nutrition Fact

29. • Need to be more work more on pediatricians
• Need to be more focus on Abbott nutrition, Meiji, Morinaga &
Mead Jonson as a competitor