Nestle project presentation Principles of marketing
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Nestle is a leading food and beverage company that was founded in Switzerland in 1877. It has been operating in Pakistan since 1988 through acquisitions and joint ventures. Nestle Pakistan currently has over 3500 employees, 4 production facilities, and works with 190,000 farmers. It offers a wide portfolio of products across categories like dairy, beverages, baby food, and confectionery. Nestle Pakistan aims to be the number one nutrition, health and wellness company in the country through innovative products and a focus on shared value creation.
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Nestle project presentation Principles of marketing
- 1. Principles of Marketing Report Presentation Presented to : Sir Mudassir Hussain Presented by : Abdul Rahman Adeel Student ID : 59311
- 2. Getting to know Nestle • Found in 1877 by the merger of “Anglo Swiss condenced milk company” and “Farine Lactée Henri Nestlé”. • A baby food mixture was the core product of Nestle initially. • Rose it’s production and sales during the last years of second world war. • Acquired a number of companies during the 1900s. • Acquired the ice cream manufacturing company dreyer in 2005 and became the largest ice cream manufacturer of the world. • Today Nestle is known as the leading food and beverages organization over the world. • Operates in 194 countries, has 447 factories and employees over 333000 people over the world. • Has the major share in world’s largest cosmetics company L’Oreal. • Was ranked # 1 in the world’s most profitable organizations in 2011 by the Fortune Global 500.
- 3. Nestle in Pakistan • Arrived in Pakistan by a joint venture with Milkpak in 1988. • Acquired the company in 1992. • Subsidiary of Nestle SA ltd. Vevey, Switzerland. • Operates as a public limited company in Pakistan, listed in Karachi and Lahore stock exchanges. • Has corporate head office in Lahore. • Corporate resident office in Karachi. • Regional sales offices in 9 cities. • Employess over 3500 individuals. • 4 production facilities. • Started operations for Afghanistan as well. • Signed the water stewardship agreement with WWF-Pakistan. • Engages with 190’000 farmers. • Won awards from Karachi stock exchange and Pakistan center of philantrophy for it’s remarkable progress and social responsibility.
- 6. Mission and Vision Statement Mission Statement: “To positively enhance the quality of life of the people of Pakistan by all that we do through our people, our brands and products and our CSV activities.”
- 7. Mission and Vision Statement Vision Statement: “Nestlé’s global vision is to be the recognized leading Nutrition, Health and Wellness Company. Nestlé Pakistan subscribes fully to this vision of being the number one Nutrition, Health, and Wellness Company in Pakistan. In particular, we envision to; • Lead a dynamic, motivated and professional workforce proud of our heritage and positive about the future. • Meet the nutrition needs of consumers of all ages from infancy to old age, from nutrition to pleasure, through an innovative portfolio of branded food and beverage products of the highest quality. • Deliver shareholder value through profitable longterm growth, while continuing to play a significant and responsible role in the social, economic, and environmental sectors of Pakistan.”
- 8. Product Portfolio Ambient Dairy •Nestle Milkpak •Nestle Nido •Nestle Milkpak Cream •Nestle Nido •Nestle Everyday •Nesvita Chilled dairy •Nestle Chilled Latte •Nestle yogurt •Nestle riwayati maza •Nestle Actiplus yogurt •Nestle Milkpak Yogurt •Nestle zeera Rait •Nestle Podina Raita Beverages •Nestle fruita vitals •Nestle Nesfruita Bottled Water •Nestle Pure life Culinary and food •Maggi Noodles •Maggi Umda MAza Baby Food •Nestle Cerelac •Lactogen •NAN Breakfast Cereals •Nestle Coco crunch •Nestle Milo Cereals •Nestle Corn Flakes •Nestle Fitnesse Coffee •Nescafe Classic •Nescafe Gold •Nescafe 3 in 1 Confectionery •Nestle Crunch •Nestle Kitkat
- 9. BCG Matrix
- 10. BCG Matrix (Market shares in percentage) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Milkpak Nestle Pure life Juices Noodles Nestle Competitors
- 11. Ansoff Matrix Market Penetration (MP) Nestle Fruita vitals Nesfruita Nesvita Market Development (MD) Product Development (PD) Nestle Crunch Related diversification (Baby Food, Dairy, Bottled water, confectionery) Diversification (Div)
- 12. PEST Analysis Political •Instable political environment •Fluctuation of taxes Economical •High Inflation rate •Low per person capital income •Low growth rate of economy •Decreasing value of money Social •Rich and unique culture •Exclusive trends and beliefs •Society’s ability to adapt Technological •Advances in telecommunication technology •Strong media industry
- 13. SWOT Analysis Strengths • Brand Image • Growing sales and profits • Marketing expertise • Trusted quality • Product availability (Distribution Channel) • Strong Research and development • Socially responsible image Weaknesses • Higher prices • External sources of raw material Opportunities • Increasing demand for healthier food • Market ready to adapt new trends • Absense of matching competition • Possibility to introduce area specific stuff Threats • Uncertain economic conditions • Increasing competition • Food contamination • Raising prices of raw material • Unsure law and order situation
- 14. Market Segmentation Milk products Nestle Pure life Nesle Fruita Vitals Geographic Segmentation Demogeaphic Segmentation Family life cycle Age Occupation Income Gender Nesfruita Maggi Umda Maza Maggi Noodles Breakfast Cereals Nestle Nido Nestle Cerelac Nescafe Nestle Crunch Kitkat
- 15. Targeting Undifferentiated/ Mass Marketing •Nestle Milk Pak •Nestle Pure Life •Nestle Fruita Vitals Differentiated/ Segmented Marketing •Nesfruita Juices •Chilled dairy products •Nesvita •Maggi Noodles •Maggi Umda Maza •Baby Food •Breakfast Cereals •Coffee •Confectionery
- 16. Positioning More Healthy, more nutritious food Trusted purity Unmatched Quality
- 17. Positioning
- 18. Product Life Cycle (PLC) Introduction Growth Maturity Decline Nesvita Nestle Chilled coffee Nesfruita Nestle Milo Cereals Nestle Fitnesse Nestle coco crunch- Cereals Nestle Crunch Nestle Milkpak Nestle Nido Nestle Everyday Nestle Fruita Vitals Nestle Pure Life Maggi Noodles Nestle Cerelac Lactogen and NAN Nestle Corn flakes Nescafe Nestle Kitkat Yogurt Maggi Umda Maza Nestle Meethay
- 19. Product Life Cycle (PLC) 12 10 8 6 4 2 0 Product Life Cycle of Nestle Pakistan Introduction Growth Maturity Decline
- 20. Creating shared value and wealth
- 21. Conclusions Nestle has been earning well for itself and offering ample returns to the society for over two decades now. Still growing it’s business and product portfolio as no competitor has given matching competition yet. Positioned as the provider of healthiest and nutriest food in the market. Has major products in good market strength. Nestle should focus on developing more new products and exploring more new markets to retain it’s leading position in the food industry of Pakistan.