PRINCIPLES OF MARKETING
REPORT ON MARKET STRATEGY OF
NESTLE NESVITA
SUBMITTED TO
SIR BILAL AMAN
7TH SEPTEMBER 2009
RESEARCH AND COMPILED BY
TAHIR ALTAF
ATUFA MERAJ
ZAEEM AHMED
SYED FAIZAN
NADEEM AHMED
TAUQEER ALI
PRODUCT NAME
NESTLE HISTORY
Nestle Pakistan Limited is a Pakistan- based food and
beverages company. The Company is engaged in
manufacturing, processing and sale of food products.
Nestle has been serving Pakistani consumers since 1988, when
their parent company, the Swiveled-based Nestle SA. First
acquired a share in Milkpak Ltd. Nestle Pakistan Limited is
registered on the Karachi and Lahore stock exchanges; for the
past five years and has been declared one of the top 25
companies on the Karachi Stock Exchange by 2014. Nestle
Pakistan aims to be a Rs. 100 billion company. Nestle is a
human company and offers tremendous opportunities for
career growth and learning at domestic and international
levels. With over 8000 brands preferred for their good quality,
taste and health benefits. Nestle is the number one food
company in the world.
ABOUT THE PRODUCT
NESTLÉ NESVITA Milk as its high in
Calcium and low in fat. With 50% more
Calcium than regular milk NESTLÉ
NESVITA locks the Calcium in your 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.
TARGET MARKET
Nestlé’s Nesvita milk is for such a
segment 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 working women, married
women and health conscious people.
MARKET SEGMENTATION
DEMOGRAPHIC
SEGMENTATION
PSYCHOGRAPHIC
SEGMENTATION
DEMOGRAPHIC SEGMENTATION
Nestlé’s Nesvita is meant for all the users in higher upper or middle class families being
positioned as a brand for moderate income earners also. Due to the income factor
involved it can be said that Nestlé’s Nesvita milk targets specially those women who are
health conscious.
PSYCHOGRAPHIC SEGMENTATION
On the basis of psychographics, factors such as
personality traits, lifestyles and values, the marketers at
Nestlé’s Nesvita have segmented the market more
towards health conscious women. The ads for Nesvita
show a women who want to be successful, having high
aims
MARKET POSITION
Nesvita position there product in consumer
mind by saying
“Bones Strong Tou Mein Strong“
lifestyle is the main image that nestle
creates in the mind of the customers. So
Nestle position its brand Nesvita in market
as healthier milk and special strength for
women and those people who are health
conscious.
MARKETING MIX
PRODUCT
PROMOTION
PRICING
PLACEMENT
PRODUCTS
PRODUCT
NESVITA Milk & Yogurt as its high in
Calcium and low in fat.
SIZES INGREDIENTS
1 Liter (Milk) CALCIUM 27-30%
200 ml (Milk) PROTEN 15-18%
450 gm (yogurt) POSPHORUS 31-34%
VITAMIN A 6-9%
ENERGY 160-169 K CAL
PROMOTION
Nestle Nesvita use the following media for
promote there product
Advertising
Broadcast Ad’s
Print Ad’s
Sponsored Tv Shows
PRICING
in case of Nesvita, the prices are quoted
on the base of cost of ingredients as well
as other operational costs like processing,
weighing packaging and logistics.
Psychological pricing
For Nesvita the psychological pricing is
also used, i-e high prices are quoted,
which reflect product positioning, as “high
price for high quality”.
PRICE STRUCTURE
Consumer price
200 ml Rs. 20 (Milk)
1000 ml Rs. 65 (Milk)
450 ml Rs. 38 (Yogurt)
PLACEMENT
This product is distributed on a tough
criteria, i-e qualification, previous experience
of the same field, distributor’s storage place
which should be neat, clean and up to the
mark, his motor vehicle etc.
Proper planning by following demand and
supply rule carries out distribution.
The distribution strategy of the competitors is
considered.
Nesvitais distributed to all the “A” Class
superstores of high traffic markets of posh
areas.
Thank you!!!
QUESTIONS
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