Nestlé is launching a new hibiscus drink tailored to Egyptian culture, with promotions beginning before Ramadan, targeting youth and families. The marketing plan emphasizes maintaining quality, engaging with consumers, and competing with rivals while leveraging Nestlé's established reputation in Egypt. Key goals include increasing brand loyalty, utilizing social media for outreach, and accomplishing a market share of 15% within the first three months.

1. Marketing Plan

2. Nestle Hibiscus Drink

3. Executive summary
Produce New type of Nestle Juice with new flavor
This new flavor is Hibiscus , this new product will be
near the egyption culture that like Hibiscus
Promotion of this product will begin before Ramadan
and based on Clubs and schools and universities

4. History
 For over 100 years, Nestlé has been nourishing Egyptian homes for
“Good food, Good life”.
 We are proud that we’ve earned the trust of Egyptians and that
Nestlé has become a staple name in Egyptian homes, providing
them with tasty and healthy food & beverage products for all
occasions and all life stages.

5. History (cont.)

6. Nestlé vision
.Nestlé's global vision is to be leading Nutrition,
Health and Wellness Company, providing our
customers with high quality products and services
with added value at competitive prices,
simultaneously ensuring the long term viability and
profitability of the organization.
“
”

7. Mission
We are seen as a friendly, caring and
efficient organization whose primary focus is
on providing consumers with safe and
convenient high quality food products
“
”

8. Situation analysis
 Customer
-target youth , old man and housewife.
-cover many different areas in :
. Cafeterias.
. Universities.
. Malls.
. supermarket.

9. Situation analysis (Cont.)
 Company
- Nestle always try to ask our customers' needs and try to give them all
their best.

10. Product name: NESTLÉ Yogurt.
 Price : 2 L.E
 Piece Places : 1- malls 2- Hyper markets
 Product: NESTLÉ Yogurt
 Promotions : Advertising : on TV and posters on the street Sales
promotions 4 pieces with 6 L.E instead of 8 L.E


11.  Price: 5 LE For Weight 50 g
 Place:1- malls 2- Hyper markets -3 –Cafe
 Product Name: NESECAFE 3 in1
 Promotion: Advertising in Face Book ,TV, Sales Promotion - Coupons

12. Situation analysis (Cont.)
 Competitors
- Direct
• JUHAYNA
• Kraft Foods Inc.
- Indirect
• PepsiCo

13. Situation analysis (Cont.)
• Strength
• Cheaper
• Stronger promotion By sponsorship with Al-Ahly sports
club
• Weakness
• Lower quality
• Local Company
JUHAYNA

14. Situation analysis (Cont.)
• Strength
• Cheaper
• lower level of promotions
• Weakness
• lower level of promotions , we know products but
Don’t Know the company
Kraft Foods Inc.

15. Situation analysis (Cont.)
Collaborators
 Alnasr Company (Aswan-Asyout).
 Alnouran for sugar (masr elgadida).
 Almasrya for metal cans(Alex).
 Alamery for Pelastic (Egypt Alex-Cairo Road)

16. Situation analysis (Cont.)
 Climate
-High temperature.
-Transportation.

17. SWOT

18. SWOT

19. Opportunities
- Increasing demand for healthier food products
-Acquiring startups specializing in producing well-being products
-Establishing new joint ventures
http://www.strategicmanagementinsight.com/swot-analyses/nestle-swot-
analysis.html

20. Strengths
 Unmatched product and brand portfolio. The business offers one of the widest
portfolio of food and brewery products in its sector. It also operates 29 brands
that earn more than $1 billion in annual revenues. With more than 8,000
products it is hard for any other corporate to compete against Nestlé.
 R&D capabilities. Nestlé invested more than $2 billion in R&D in 2011. It’s
introducing new and redesigned products every year, strengthening firm’s
competitive advantage.
 Distribution channels and geographic presence. Nestlé runs in more than 100
countries and has extensive distribution channel all over the world, which
supports its operations globally.
 Competency in mergers and acquisitions. Over the years Nestlé has been
forming successful partnerships and acquiring other companies in order to grow
and maintain its leadership in the market.
 Brand reputation valued at $7 billion. Nestlé is known almost everywhere and
has a reputable brand for its products that are used by millions every day.

21. Weaknesses
 Inability to provide consistent quality in food products. Nestlé has been
recalling many products from trade due to food contamination or poor
quality supplies. This does not only hurt firm’s sales but its image as well as
the business is unable to control quality of the products.
 Weak implementation of CSR. The company has announced and is
involved in many programs that aim to make company more eco-friendly
and improving the working conditions of its suppliers. Still, Nestlé receives a
lot criticism over the effectiveness of its programs. Corporate social
responsibility

22. Opportunities
 Increasing demand for healthier food products. The trend of buying and
consuming only healthy food products is a major shift in consumer tastes
and opens up an immense market for companies. Currently, Nestlé tries to
introduce more healthy food products in response to the trend.
 Acquiring startups specializing in producing well-being products. Many
new startups are forming and introducing new products for well-being or
revolutionizing the ways those products are made. Startups are cheap and
can easily be acquired. Nestlé is focusing on providing more well-being
products and this is a great opportunity to expand its portfolio.
 Establishing new joint ventures. Nestle is already involved in many successful
partnerships with major world companies like The Coca-Cola Company
and Colgate-Palmolive.

23. Threats
 Food contamination. Although it is Nestlé's responsibility to run thorough quality
checks of its products, the company had been reportedly providing
contaminated food or other products to the market. Such actions hurt
company’s reputation and result in losses.
 Trend towards healthy eating. Nestlé is a major supplier of chocolate and
chocolate drinks that have high level of calories and due to changing customer
habits, will experience decline in demand.
 Growth of private labels. The growing number of supermarkets and other
retailers are introducing their own label products that cost less and can easily
compete with Nestlé’s product portfolio.
 Rising raw food prices. With an overall growth of world economy and
population, the demand for raw food will rise. The result of that will be higher
material costs and squeezed margin for Nestlé.

24. Our Goals
Increasing loyalty to our brand and strengthens
trust between us and customers by introducing
new products to the market to attract customers
to Nestle instead of buying another foods brands

25. Our objective
 To build mutual trust with consumers,
governmental authorities and business partners.
 To ensure continuous improvement of nestle
environmental performance with high quality ,
healthy and delicious taste
Targeting 65% of (Hibiscus) lovers in Egypt by
the end of year

26.  Employing new technologies and processing in manufacturing
our products
 Offering a great customer service experience , and strengths
communication with customers by spreading our products on
social media( Facebook , Twitter , etc…) to get customers
attention

27. Marketing plan
Ansoff matrix:

28. Product development
Target Marketing
 Market Segment:
- Housewife.
- Youth (+17 years).
- Old people.

29. 4 Ps
Product
- Easy preparation
- Cheap
- Portable
- Storage ability
- Healthy

30. Price
- Tin : 15 L.E.
- Jar : 10 L.E.
- pocket : 1 L.E.

31. Promotion
l - Where: Clubs, Resorts, Malls
l - When: Summer Season (July – August).
l - How: if you buy 2 jars you will have Nescafe packet free

32. Place
- Clubs
- Resorts
- Supermarkets
- Malls
- Mini Markets

33. Marketing Implementation
Activities
campaign.
social media.
occasional offers.
TV adds.

34. Marketing Implementation
Campaign
Free samples
June one weak
400 L.E per place.

35. Marketing Implementation
occasional offers
-In Ramadan.
-Eid al-adha
-Back to school.
-New year.

36. Budget
 An estimation of the revenue and expenses over a specified future period
of time.
Requirements Cost in LE
Advertisement (Logo- Banners) 5000 LE
Hibiscus High Quality 1650-2100 $/ton
Jar 1.5 Pounds/Jar
Pocket 0.25 pound/pocket
tins 1 pound/tin
Transportation 100 L.E/100KM

37. Evaluation and Control
• Evaluation and plan controlling upon
Customer Feedback
Budgeting
Market Share

38. Customer feedback
upon the results of weekly reports about
customer opinion and satisfaction about
product decide to change market plan
strategy

39. Budgeting
• calculate balance between the cost of generating the advertising materials and the
revenue created by the marketing plan
After x month Of Product Marketing Expected net Profit
first month 2.5%
Frist Two months 10%
Frist Three Months 20%

40. Market Share
• percentage of consumer sales dominated by our product between other market
competitors
• Our target is to increase product sales making up 15 percent of all product sold
into that marketplace.

41. Thanks