Nestle Pakistan

Made By: Submitted to:

 Sania Haq Khoso Sir Asad

 Faria Anwar
 Sabika Batol
 Asfandyaar Kakar

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 S. Contents Page
No No.
01 Introduction 01
.
Summary 02
02
. Products & Services 03

03 Marketing orientation 05
.
Satisfaction from the products 06
04
. Marketing Mix 07

05 ----------------Product
. I. Special Characteristics 07
II. Packaging & Labeling Characteristics 07
06
. ----------------Price 07

----------------Promotion
I. Advertising 08
II. Personal selling 08
III. Sales Promotion 08

----------------Place 08

Introduction:

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More than just offering food and beverages, Nestlé Pakistan is a leading health, wellness and nutrition company. We
believe that good food is necessary for a good life. In fact, health and nutrition is more dynamic than ever. Food has
evolved from being a necessity to becoming an expression of how we live. This is why Nestlé Pakistan products are
developed to provide a safe and healthy source of nutrition to
all family members.

The above passage is taken from the respective site of the Nestle Pakistan, known throughout
the world for its best food products; Nestle is one of the leading companies in this sector.
Because of its fame and high profitability output, it has been a source of academic case studies
for students of marketing and management all around the world.

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Summary:

The following report gives an insight about the working of a world renowned
company Nestle. It covers the various products offered by this brand, the things which
make it superior from its competitors and the qualities on the basis of which its products
are preferred over others.

Apart from the quality of its products, the excellent marketing strategies used by
Nestle are given a brief consideration. The wide use of supply chain and the consumer
awareness programs are the key elements which make Nestle stand out from the rest.

We are discussing a particular product of Nestle to shed light on the effective usage
of marketing mix in its production and distribution.

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Products & Services:
 Milk , Dairy & Chilled Dairy:

 Nestle Milk Pak

 Nesvita
 Nido
 Everyday
 Nestle Dahi
 Nestle Fruit Yogurt
 Nestle Raita
 MILKPAK Cream
 MILKPAK Desi Ghee
 Nestle Diet Yogurt

 Beverages:

 Nescafe
 Nestle Milo
 Nestle Fruita Vitals

 Bottled Water:

 Nestle Pure Life

Available in 0.5, 1.5,12, 19 liters.

 Baby Food:

 Nestle Cerelac:
i) Nestle Cerelac Rice
ii) Nestle Cerelac Wheat
iii) Nestle Cerelac Wheat Banana
iv) Nestle Cerelac Wheat Honey
v) Nestle Cerelac Wheat 3 Fruits
vi) Nestle Cerelac Apple
vii)Nestle Cerelac Orange

 Prepared Meals:
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  MAGGI 2-minute Noodles:
i) MAGGI 2-Minute Noodles Chicken
ii) MAGGI 2-Minute Noodles Chatkhara
iii) MAGGI 2-Minute Noodles Lemon Chaska

 Breakfast Cereals:

 Nestle Corn Flakes

 Nestle Koko Krunch

 Chocolate & Confectionary:

 KITKAT
 KIKAT Chunky
 POLO

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Marketing Orientation:

Nestle company is a follower of the Marketing Concept which can be

defined as:

“The philosophy that firms should analyze the needs of their customers and
then make decisions to satisfy those needs, better than the competition.”

The firms following this concept focus on:

 Customer needs before developing the product.

 Aligning all functions of the company to focus on those needs.
 Realizing profit by successfully satisfying customer needs over the
long-term.

Upon reviewing the different nutrition charts and statistics that Nestle
provides to its customers with each of its products indicates that it is
committed to provide values to the customers keeping in view their needs.
Since the establishment of Nestle Corporation, their team is concerned with
the provision of goods and services to their customers according to their
needs and the latest trends thus following the all time famous “Marketing
Concept”.

Satisfaction from the product and services:

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 Nestle is providing a large variety of food products to its customers which are of the
very basic nature. The idea of providing this very basic type of necessity for a rate which is
relatively higher than the other resources could have created an uncertainty among the
employees about the success of their product.
But the key of success of each Nestle product is the enhanced quality, availability
and the changing standards with the time being. Nestle has made it a rule to keep a close
eye on the changing trends of the society and the interest of its customers. They are
committed to increasing the nutritional value of their products while improving the taste.
The various factors of Nestlé’s success all over the world are:

 It is continuously introducing new products and upgrading the others as per

the demand of the customers.
 Products are available at a variety of ranges so as to fulfill the need of
individuals or group of customers thus giving another convenience to its
valued customers.
 All of the company’s products are equipped with Nutritional Compass that
ensures all the necessary nutritional information about the products is
accessible to the health conscious consumers.
 Nestlé’s committed to not only producing its products but it is also playing a
major role in introducing various social reforms programs like child nutrition
and good parenting.
 The company makes sure that their products are available even in the
smallest towns through their intensive distribution trainings to its
employees.
 The company develops products for a variety of target customers from
infants to grownups.
 The maintenance of quality over the years has developed a monopoly for its
products compelling its customers to prefer Nestle over other companies.

Marketing Mix:

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 To identify the marketing mix practiced by Nestle, we are taking the example of
Nestle Nesvita milk & yogurt. We are going to discuss the various strategies of
marketing mix as compared to the strategies practiced by Nestle.

Product:

This product designed to provide the customers with one of the basic and natural
nutritional supplement along with additional nutritional ingredients.

 Special characteristic:

 This product contains a high supplement of calcium almost 50 % more than

ordinary milk or yogurt can provide.
 The unique quality of being low on fat makes it more desirable to physically
active and health conscious consumers.
 This product contains a combination of calcium, vitamin d and other
minerals which claims to lock the calcium within the bones, thus adding a
plus sign on the part of consumer’s choice.

 Packaging & labeling characteristics:

 Sealed in the protective covering of tetra pack, product reaches in the

hands of consumer fresh and well protected.
 The package contains all the useful information and nutritional facts
which the consumer may desire to know.
 The size of the packaging makes it portable thus making it an excellent
choice for using on the go.

Price:

 The price of this product is maintained keeping in view the purchasing

power of its target customers.
 As the usual buyer of this product is the health conscious people who are
willing to pay that extra amount for the enhanced quality of the product
as compared to its competitors.

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 Promotion:

 Advertising:

 The company is making effective efforts in advertising its product through

newspapers, televisions and bill boards.
 Special consideration is given to health clubs where the product can gain
much attention from its target buyers.

 Personal Selling:

 The company hires a large number of employees whose job is to promote the
product in areas where it can have possible number of buyers like seminars
conducted for health issues.

 Sales promotion:

 Free samples are supplied to the target consumers to gain their approval of
satisfaction.
 Consumer’s educational programs are held so that to increase the awareness
of the health issues and encouraging the use of this product among them.
 Free samples are provided to the doctors who can pass them on to their
patients.

Place:

Nestle makes an effective use of their supply chain to make sure that their
product is available to the right customers, at the right time and at the right
place. To achieve this objective the company is taking the following steps:

 The company owns its own transportation facilities to ensure the timely
deliverance of its product throughout the country.
 It maintains links with a large number of dealers and whole sellers who
promotes their products even in those areas which are not covered by the
companies’ own supply facilities.

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