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Marketing relaunch-of-nestle-lemo-and-malta-drink

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Marketing relaunch-of-nestle-lemo-and-malta-drink

  1. 1. Getting to Know Nestlé Submitted to Miss Maryam Wazirzada Submitted by Mansoor Ahmad Majid Ahmad M Tahir Sheikh M Ajmal Misar Mian M Asad
  2. 2. <ul><li>It is a Swiss Company and have around 254,000 people working world wide. Operating in more than 130 countries. World´s leading food & beverage company. People, brands & products are the keys. </li></ul>Global Organization
  3. 3. <ul><li>Be the leading healthy, nutrition and wellness company in the world </li></ul><ul><li>Wants to be 100b company in 2014 in Pakistan </li></ul>Corporate Mission
  4. 4. Milkpack Pure Life Nido Coffee Cerelac Everyday Cream Yogurt Product Lline Ghee Juice
  5. 5. <ul><li>Lemo/Malta is the product of Nestle, Which was launch in July 2005. </li></ul><ul><li>Committed to create values for its Customers and shareholders. </li></ul><ul><li>Low price to compete with Roh Afza and Jam-e-Sherin. </li></ul>Introduction of Lemo and Malta
  6. 6. <ul><li>Marketing oriented strategy </li></ul><ul><li>Test 60/40+ </li></ul><ul><li>Smart & young housewives(57%) </li></ul>Orientation Strategies
  7. 7. Demographics
  8. 8. Marketing Enviornment
  9. 9. <ul><li>Competitors Intelligence </li></ul><ul><li>Focus group </li></ul><ul><li>Price responsiveness </li></ul><ul><li>Market share analysis </li></ul><ul><li>Primary & Secondary Data </li></ul>Marketing Research & Method
  10. 10. Segmentation <ul><li>Geographic </li></ul><ul><li>Demographic </li></ul><ul><li>Psychographic </li></ul>
  11. 11. Target Market <ul><li>Single Segment Strategy </li></ul>
  12. 12. Product Development Process <ul><li>Product Attribute </li></ul><ul><li>Quality,Physical Characteristics, Price, Brand, Packaging, Color,Design Seller’s reputation and service </li></ul><ul><li>Development Process </li></ul><ul><li>Imitative Product </li></ul><ul><li>Criteria of Product </li></ul><ul><li>Category growth , Financial Criteria and company’s market structure </li></ul>
  13. 13. Position of Limo / Malta Nestle ’ Malta & Lemo 25gm Tang 25gm Lemopani 25gm Mixer 25gm High Quality Low Quality High Price Low Price
  14. 14. Pricing Strategy <ul><li>Head to Head competition </li></ul>
  15. 15. <ul><li>The Chain of distribution adopted for Limo and Malta </li></ul>Distribution Strategies Wholesalers Distributors Company Retailers Consumers
  16. 16. Promotional Mix <ul><li>ATL </li></ul><ul><li>BTL </li></ul><ul><li>Free Sampling 350K </li></ul><ul><li>Road Shows </li></ul><ul><li>Town Storming </li></ul><ul><li>Gift Scheme on redemption </li></ul>
  17. 17. Analysis
  18. 18. <ul><li>Reasons </li></ul>Why Fail ??? <ul><li>Trade Discount was less as compare to competitors </li></ul><ul><li>Competitor’s ATL was more than Nestle </li></ul><ul><li>Nestle was failed to create product awareness among consumers </li></ul><ul><li>Marketing investment was not sufficient </li></ul><ul><li>Quality Problem </li></ul><ul><li>Try to cash Nestle name </li></ul>
  19. 19. <ul><li>Reasons </li></ul>Why Faill Cont….. <ul><li>SKU depth </li></ul><ul><li>Add was not clear and not attractive </li></ul><ul><li>Pricing Strategy was not adopted </li></ul><ul><li>Failed to highlight consumer benefits </li></ul><ul><li>Design of product was not attractive </li></ul><ul><li>Positioning was not clear </li></ul><ul><li>No proper segmentation </li></ul><ul><li>Taste was not good </li></ul>
  20. 20. Relaunch
  21. 21. Corporate Mission <ul><li>Corporate Mission </li></ul><ul><li>Meet the nutritional need of consumer of all age groups from infancy to old age, from nutrition to pleasure, through an innovative profile of branded food and beverage product of highest quality. </li></ul>
  22. 22. <ul><li>OBJECTIVE </li></ul><ul><li>To increase market share </li></ul><ul><li>Restore brand image </li></ul><ul><li>Increase SKU </li></ul>Short Term Objectives
  23. 23. Long Term Objectives <ul><li>To make this brand profitable </li></ul><ul><li>Head-on Competition </li></ul>
  24. 24. <ul><li>Growing Powder Drinks Market </li></ul><ul><li>Economical </li></ul><ul><li>Convenient </li></ul><ul><li>No FDI </li></ul><ul><li>Climate </li></ul>Recent Market Trends
  25. 25. Segmentation <ul><li>Segmentation Strategy </li></ul><ul><li>Geographical </li></ul><ul><li>All province’s Major cities (Lahore, Multan, Faisalabad, Karachi, Hydrabad, Peshawar, Quetta and twin cities Islamabad and Pindi) 1year </li></ul><ul><li>Demographical </li></ul><ul><li>All Age groups, A, B & C Class and for all races </li></ul><ul><li>Psychological </li></ul><ul><li>Socialize people and excitement seeking </li></ul><ul><li>Behavioral </li></ul><ul><li>Benefits seeking people </li></ul>
  26. 26. Strategies & Tactics
  27. 27. Product Development
  28. 28. <ul><li>All age group </li></ul><ul><li>Aggregation Strategy </li></ul>Target Market
  29. 29. Position of Orange & Lemonade Nestle ’ Orange & Lemonade 25gm & 200gm Tang 25gm Lemopani 25gm Mixer 25gm High Quality Low Quality High Price Low Price
  30. 30. <ul><li>Ps </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promotions </li></ul><ul><li>Place </li></ul><ul><li>People </li></ul><ul><li>Process </li></ul><ul><li>Physical environment </li></ul>7 Ps
  31. 31. Orange & Lemonade <ul><li>Product </li></ul><ul><li>Consumer benefits </li></ul><ul><li>4 SKU </li></ul><ul><li>Variation </li></ul><ul><li>Improved Quality </li></ul><ul><li>New Design </li></ul><ul><li>Packaging </li></ul><ul><li>Colors </li></ul><ul><li>High Value </li></ul>N e w
  32. 32. Price <ul><li>Price Objective </li></ul><ul><li>Sales Oriented </li></ul><ul><li>Increase sales volume </li></ul><ul><li>Increase market share </li></ul><ul><li>Price Competition </li></ul><ul><li>Low Price </li></ul><ul><li>Penetration </li></ul>
  33. 33. Placement <ul><li>Distribution channel for deep penetration </li></ul><ul><li>Wholesale </li></ul><ul><li>Retailer Coverage </li></ul><ul><li>Key Accounts </li></ul><ul><li>Blue Account </li></ul><ul><li>Business Market </li></ul>
  34. 34. Promotions <ul><li>Promotional Mix </li></ul><ul><li>Advertising </li></ul><ul><li>TV, Print Media, Radio, Billboards, Road Shows and School Competitions and Sponsoring sports events </li></ul><ul><li>Sales Promotions </li></ul><ul><ul><ul><li>Free sampling </li></ul></ul></ul><ul><li>Trade discount </li></ul><ul><li>Consumer Promotion </li></ul><ul><li>Lucky draws (Singapore return ticket) </li></ul><ul><li>Gift Hampers </li></ul>
  35. 35. People <ul><li>Customer Service Centre </li></ul><ul><li>Post Launch feedback </li></ul>
  36. 36. Physical Environment <ul><li>Extra ordinary services to retain good will </li></ul><ul><li>In-store Branding </li></ul><ul><li>Huaraches Activities </li></ul>
  37. 37. Process <ul><li>Speed to the market is of the essence </li></ul><ul><li>Response to feedback </li></ul>
  38. 38. Distribution Strategies
  39. 39. <ul><li>“ Ambition is the path to success. </li></ul><ul><li>Persistence is the vehicle you arrive in.” - Bill Bradley </li></ul>Conclusion