NesTea

1. Integrated
Marketing
Pritam Meel ITM Business School
Communica
Neha Srivastava
Meher Khan
Vinod Kumar
PGDM 2010 -2011
Sources:
tion
Atul Kamble Wikipedia, Nestle.com, Google

2. Contents
Chapter 1. Company and Product Profile
Chapter 2. Competitors of NesTea
Chapter 3. STP
Chapter 4. Marcom Strategy
Chapter 5. Strategy Implementation
Chapter 6. Conclusion

3. Company Profile
NESTEA VARIANTS
NESTLE
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

4. Product Lines
Nestle Product Line
Milk Products Prepared Dishes Chocolate and
Beverages
and Nutrition and Cooking Aid Confectionaries

5. Competitors of NesTea
Indirect
Direct Competition
Competition
Cold Beverages
Unilever- Cold Coffee
Pepsi
Nimbu Pani
Lipton Icetea

6. Segmentation, Targeting and Positioning
S Rural
Semi
Urban
Urban
Schools n Schools n Schools n
T
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, A
P
Summer Health Quo, He
Summer Health gainst
Drink Oriented alth
Drink Oriented Cold
Oriented
Coffee

7. Integrated marketing Communication
Internet
Coverage
Rural Market
Print Television
Coverage Marcom Coverage Semi Urban Market
Urban Market
Radio
Coverage

8. 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, News
channels, 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

9. Strategic Implementation
Internet coverage
Rural, Semi- Urban and Urban markets
Educational Sites, Agri Sites, Facebook, Orkut, Stock
Market Website, Google adds, News
Sites, Encyclopedia sites

10. 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

11. Strategic Implementation
Print Media Coverage
Rural Markets Semi-Urban Urban Markets
Less or no print
media 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 News
because 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 Ambassadors
Newspaper , on Ambassadors
walls. ST buses.

12. Conclusion
PIONEER
Fortress
INNOVATION
COLABERATIONS
New Product
Variants NesTea McDonalds
PizzaHuts
BRAND EQUITY
Aggressive
marketing,
positioning