Nestlé, founded by Henri Nestlé in 1905, operates in Pakistan since 1988 and emphasizes its commitment to enhancing quality of life through food. The company offers a diverse product range including dairy, coffee, and infant nutrition, while competing against top brands like Unilever and PepsiCo. Strategies for competitive advantage include product differentiation, varied pricing strategies, and a strong digital presence, with recommendations for innovation and improved sustainability practices.

1. Presented By: Safoora Tariq (2020-ag-465)
Adeeb Arshad (2020-ag-474)
Areej Saleem (2015-ag-6345)

2. INTRODUCTION
 Nestle was founded by “Henri Nestle” in 1905
 Nestle Pakistan is operating since 1988 under a joint venture
 Nestle means ‘little nest’
 “Thinking globally - acting locally”
 “Unlocking the power of food to enhance the quality of life
for everyone, today and for generations to come”

3. PRODUCT DETAIL
 Dairy
 Coffee
 Nestle waters
 Juices, Nectars and fruit drinks
 Infant nutrition
 Breakfast cereals

4. SWOT ANALYSIS

5. TOP NESTLE COMPETITORS
 Gourmet
 Unilever
 PepsiCo
 Coca Cola
 Engro Foods
 Starbucks
 Haleeb Foods
 Shezan
 Cadbury

6. STRATEGIES FOR CREATING
COMPETITIVE ADVANTAGES
 Created Nestlé Nutrition
 Quality assurance and safety
 Well-established relationships with popular brands
 Human rights in Nestle’s business activities
 Agriculture and rural development
 Environmental sustainability
 Continuous improvement in water management

7. POSITIONING STRATEGIES
 Product Differentiation
 Channel Differentiation
 Image differentiation
 People differentiation
 Service differentiation
 Positioning statement baby
products

8. SEGMENTATION STRATEGIES
 Marketing segmentation is based on:
 Demographics (age, gender, income)
 Geographic (according to country and world region)
 Psychological (lifestyle and personality)

9. SEGMENTATION STRATEGIES

10. PRICING STRATEGIES
Nestle has used a varied pricing strategy varying pricing
ranges from affordable to premium and super premium.
Market-based pricing strategies:
 Economy pricing
 Premium pricing
 Competitive pricing

11. ADVERTISING STRATEGIES
 ATL (above the line) BTL (below the line) agencies
 Digital channels
 Strong social presence interact and engage customers
 Campaigns like “#StayStarted” and “#ItallStarts”

12. RECOMMENDATIONS
 Bringing innovation in the company’s offerings.
 Growing the number of start-ups in the food and beverage
industry
 Upgrading its online services in the CPG
 Using authentic raw material to avoid outcry from
environmental and social activists.
 Settling the media scandals and controversies to stand by with
a positive reputation.
 Participating in CSR activities and upholding its sustainability
practices