The document summarizes Nestle's plan to introduce flavored milk in the Pakistani market. It discusses Nestle's history and strengths in the milk industry. The plan targets the upper and middle classes of Pakistan. It analyzes competitors and discusses marketing strategies over five years to introduce new flavors, expand distribution nationwide, and increase promotions through advertisements, events, and offers.

1. Nestle Flavored Milk

2. Group Members Jabran Umer Muhammad Abdul Rehman Muhammad Faisal Ashraf Syed Uzair Amin Muhammad Adil

3. NESTLE FLAVORED MILK Introduction Since Henri Nestlé developed the first milk food for infants in 1867, and saved the life of a neighbor’s child, the Nestlé Company has aimed to build a business as the world's leading nutrition, health and wellness company based on sound human values and principles .

4. Situation Analysis Current state The milk market in Pakistan is efficient. Milk is considered a good and essential part of food in our culture; especially for children who are in growing and grooming stage. Strategy We have a brand name and a good distribution channel, both of these will be helpful in launching our new product we will enter in the market of flavored milk with a target class and advertise our product in order to bring awareness in the consumers mind. Target Market Our target market is the Pakistani market and we will launch it in all major cities of Pakistan

5. Industry Analysis Pakistan ranks 7th among milk producing countries, with an estimated 21 billion liters of milk produced annually. Presently in Pakistan only about 3 percent of milk produced is processed, about 57.5 percent is supplied to urban areas in raw form in most unhygienic conditions causing real health hazards Currently dairy companies are offering different categories of milk like processed milk, powdered milk and flavored milk.

6. The main distribution channel is Supplier Manufacturers (Milk processing companies) Distributors Wholesalers Retailers Customer

7. Promotion and advertisement 1) Electronic Media • Television • Radio • Internet 2) Print Media • News paper • Banner Advertisements 3) Direct Marketing • Door to door marketing campaign; To introduce and create awareness among the mothers about our new product • Arranging special programs at Schools and public parks. The children are our main focus so to inform and attract them

8. Major competitors 1) Shakarganj Food Products Limited (Oolala flavored milk) 2) Nurpur Foods 3) YaaZoo (Imported)

9. Substitute Products and Competing Products Substitute • Soft Drinks • Energy Drinks • Juices Competing • Oolala! • Nurpur Flavored Milk • Yaazoo!

10. S.W.O.T Analysis Strength Strength that Nestle has is that they are low cost operators. This allows them to not only beat the competition by producing low cost products, but by also edging ahead with low operating costs. Another strength is that they have is their brand recognition . Weaknesses Due to foreign origin company some religious extremist avoid to buy the NESTLE products. Threats Product is known to customers. Our competitors have already offered this product into the market and have captured good market share . Opportunities: One opportunity that Nestle has is that health-based products are becoming more popular in the world, including in the Pakistan. Consumers are becoming more health conscious, and realize that living longer isn’t only by luck and genetics.

11. Target Market Analysis Target Class Upper and middle class Consumer Children

12. Analysis of marketing mix variable Price Competitive price Market penetration Product Desired product for our customers Well known brand name Awareness Strong advertisement to get the attention of the consumer Distribution Strong distribution channel

13. Five year marketing plan - - - Introducing new flavor Product Targeting Urban and rural areas - Same as previous year Bringing more areas under coverage Place in five different cities with strong distribution Placement Promote in all areas of Pakistan - Value addition Special offers Organizing and sponsoring different events Promotion Reminder Reminder Reminder Persuading High advertisement Advertisement 2013 2012 2011 2010 2009 Category

14. Thank you