Nestle Nesvita milk is targeted at health conscious consumers, especially women. It provides 80% of the daily calcium requirement with less than 1% fat. Nestle has a large market share and utilizes advanced technology. The target market for Nesvita includes educated females seeking a healthy lifestyle. Competitors include Olpers, Good Milk, and Haleeb milk but Nesvita differentiates on its calcium and vitamin content.

2. ACKNOWLEDGEMENT
We group members are highly thankful to Mr. Zeeshan Khawaja, Area Sales Manager of
Nestle Pakistan, who helped us a lot and gave information about that product and
whatever the information we are required, he tried to gave us.

3. TABLE OF CONTENTS
•Acknowledgement
•Brand Name
•Company Profile
•Company Mission Statement
•Product Description
•Current Marketing Situation
•SWOT analysis
•Marketing Strategy

4. BRAND NAME

5. COMPANY PROFILE
Nestlé Pakistan Ltd is a subsidiary of Nestlé S.A, a company of Swiss origin
headquartered in Vevey, Switzerland. It is a food processing company,
registered on the Karachi and Lahore stock exchanges and operating in
Pakistan since 1988 under a joint venture with Milk Pak ltd and took over
management in 1992.
Two of its factories in Sheikhupura and Kabirwala are multi product
factories. One factory in Islamabad and one in Karachi produce bottled water.
The factory in Kabirwala is the largest milk intake plant in the Nestlé world.
Through its effective marketing and a vast sales and distribution network
throughout the country, it ensures that its products are made available to
consumers.
Nestlé Pakistan operates in many ways but people, products and brands are
the main flag bearers of the Company’s image. Nestlé Pakistan now operates
the biggest milk collection system in Pakistan.

6. COMPANY MISSION
STATEMENT
Nestlé’s mission, in the words of our founder Henri Nestlé, is to:
“...positively influence the social environment in which we
operate as responsible corporate citizens, with due regard for
those environmental standards and societal aspirations which
improve quality of life.”
Above the statement, it includes products and services, markets
and self-concept Concepts. The Company doesn’t mention any
values, which guides its actions, in the statement but provides
them in addition to their vision.

7. PRODUCT
DESCRIPTION
Calcium needs to be replenished daily since our body cannot produce it on its
own. You must ensure that you get enough of it in your daily diet in order to have
stronger bones.
Nestle Nesvita Milk has its high in calcium and low in fat.
 Nestle Nesvita lock the calcium in our bones making them strong and healthy.
This is because it contains calci-lock, a special combination of calcium, vitamin D
and other essential vitamins and minerals.
Just two glasses of NESVITA Calcium Plus milk helps meet 80% of an adult’s
daily requirement for Calcium intake and that too with less than 1% fat.

8. CURRENT MARKETING
SITUATION
TARGET MARKET
Nestle Nesvita milk is for such a segments of the markets that are health conscious and want to lead a healthy
lifestyle they have specially targeted the women of today who is either a married, working women and health conscious
people.
MARKET DESCRIPTION
Nestles promising to provide quality products to all over the world more than 90 years ago trading
MILKMAID
condensed milk by Anglo-Swiss Condensed Milk Company.
Nestlé has won the trust of Pakistanis for being a food maker with the maximum safety and quality
measurement with this product.
Nestle Utilized the most new and up-to-date advance technology and its accounted science-based
experienced in the manufacture of milk food products.

9. PRODUCT BENEFITS AND
FEATURES
NAME: Nestle Nesvita
SLOGAN: “Bone Strong Tou Mein Strong.”
Nestle is the world’s largest food company producing 10,000 food items which have captured a large part of market share
and is growing big time. Nestle has a unique name in production of milk due to presence of large no of competitors
the Nestle milk pack suffer from a decline how ever it waste strategy to defeat the competitors so Nestle re launched
its product in market because it the requirement of the market and time to introduce a new trend in market.
SIZES
1 Liter (Milk) = Rs.125
200 ml (Milk) = Rs.30

10. MARKET SEGMENTATION
AND TARGET MARKET
Nestle Nesvita milk is for such a segments of the markets that are health conscious and want to lead a healthy lifestyle they
have specially targeted the women of today who is either a married, working women and health conscious people.
The target market is mainly intellectual females that want to become valuable parts of societies. Nesvita is a low fat and
high calcium dairy product range by Nestle exclusively from women.
It has four segments given below:
•Demographic
•Geographic
•Psychographic
•Behavioral

11. These are the segments but nestle has segmented two divisions given below:
•DEMOGRAPHIC SEGMENTATION
Nesvita is meant for all the users in high upper or middle class families being positioned as a Brand for moderate
income earners also. Due to income factor involved it can be said the Nesvita milk targets specially those women who are
mainly health conscious.
•PSYCHOGRAPHIC SEGMENTATION
On the basis of psychographic, factors such as personality traits, lifestyles and values, the marketers at nestle Nesvita have
segmented the market more towards health conscious women. The advertise for Nesvita show a women who want to be
successful, having high ambitions.

12. COMPETITIVE REVIEW
Brands available in the market
•Olpers.
•Good milk.
•Haleeb milk.

13. Brand
Name
Prices Size Brand Promise
Olpers Rs.153 1.5 ltr Subah Bakher
Zindagi
Good milk Rs.105 1 ltr Healthy Life Jia
Karo
Haleeb milk Rs.105 1 ltr Thick Milk and
Garha Rishta
Competitive brands Point of Differentiation and Point of Parity
Brands Point of
Differentiation
Point of Parity
Olpers Full Cream Richness Hygienic can be
stored little more than
regular milk
Haleeb Gives good taste of
tea
Hygienic can be
stored little more than
regular milk
Good Milk Hot or Cold gives
same taste
Hygienic can be
stored little more than
regular milk

14. SWOT ANALYSIS

15. SWOT ANALYSIS

16. SWOT ANALYSIS

17. SWOT ANALYSIS