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TRANSCRIPT
Internship, Defense Program16th Batch
Institute of Business AdministrationJahangirnagar University
Presented byNusrat Azim
Exam Roll Number: 070993Institute of Business Administration
Jahangirnagar University, Savar, Dhaka 1342
Internship HostNestlé Bangladesh Limited
Marketing, Dairy
WELCOME
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EFFECT OF BRAND ACTIVATION & SAMPLING ACTIVITIES ON CONSUMER
PURCHASE DECISION PERSPECTIVE NESTLÉ BANGLADESH
LTD.
OBJECTIVES
To represent the brand activation events which are designed to increase the brand image
To present an improve and increase of brand awareness through product sampling
To indicate how consumer sales gets influenced through activation
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METHODOLOGY
Research methodology: Sample survey
Sampling Units:
300 respondents were taken for two specific surveys each having 150 respondents;
Mothers who have children aging 2-7; SEC-A, SEC-B
Contact method : Telephone interview
Data analysis method: on the basis of quantitative method
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METHODOLOGY
Instrument Used: pre-made questionnaires. Later the analysis was made using necessary graphs and pie-charts.
Sources of data:
Primary: Telephone interview with consumers & Personal interview with the Sr. Brand Officer of NIDO
Secondary: Internal Documents available over Nestle Intranet
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ABOUT NESTLÉ BANGLADESH
Nestlé is world's largest food & beverage group headquartered in Vevey, Switzerland
Nestlé Bangladesh Limited started its first commercial production in 1994
Theme of Nestle: “Good food, Good life”
Vision of Nestle Bangladesh Limited: “To be the very best Food, Beverage and Nutrition Company in Bangladesh”
Nestlé Bangladesh manufactures products under the categories: Dairy, Culinary, Beverage, Infant Nutrition & Confectionary Products
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NESTLÉ DAIRY TEAM
Dairy team now promotes three specific product lines: NIDO Child Drinking Milk, Breakfast Cereals & Coffee Mate
NIDO is one of the key strategic and profitable brands
NIDO launched in the year 2000 through Full cream milk powder, has now 3 products operating under the brand name- NIDO Fortified full cream milk powder, NIDO 2+ and NIDO 3+ growing up milk.
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Brand Activation & Sampling Activities of NIDO
PROJECT PART
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BRAND ACTIVATION & SAMPLING ACTIVITIES OF NIDO
Every year, Nestlé spends two-third of their marketing budget for Below the line activations
Regular brand activation events: NIDO Growth Program, Ashun NIDO Pushti Jogote, NIDO SKU Drive, NIDO Pushti Shobar Gorey etc.
Special events: Mothers’ Day celebration, NIDO Mela
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BRAND ACTIVATION & SAMPLING ACTIVITIES OF NIDO
Branding Materials: X-banners, Posters, Desk branding, welcome banners, souvenirs/gifts and NIDO jingle/video clips played/showed to create the mood
Gift Materials: Height sticker, NIDO branded Mug, NIDO 400g packs, Stationeries (pencil, eraser, sharpener, crayons etc.), sometimes taking photos with mascots etc.
Manpower: Promoters, Nutritionist, Mascotman, Supervisor, Photographer, Child Specialist, Magician
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BRAND ACTIVATION & SAMPLING ACTIVITIES OF
NIDO
NIDO Ten on Ten Growth Program: Especially organized in kinder garden schools
Ashun NIDO Pushti Jogote: Especially organized in shopping malls
NIDO Pushti Shobar Ghorey: Door to door activity for mothers
NIDO SKU Drive: Separate activity to create a consumer base for NIDO 2+ and NIDO 3+
NIDO Mela: A grand carnival organized to raise awareness on nutritional issues
Mothers' Day: special event to greet mothers with flowers and cards in schools
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Post Evaluation
FINDINGS
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POST EVALUATION – NIDO TEN ON TEN GROWTH PROGRAM
Major findings
Through NGP, 19 of the 150 respondents were influenced to start using NIDO
As this survey was made after few months of the event, only 67% could recall about it and 92% of them could recall the exact topic of the event
57% of the total respondent admitted to be benefited by the event
Rest 43% who were not benefited, mentioned the reasons most like: they did not find the information important enough or already knew it
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POST EVALUATION – NIDO TEN ON TEN GROWTH PROGRAM
Consumption status of NIDO was found to be like:
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9%
13%
37%
41%
Never used NIDO till now
Who have started using NIDO after attending NGP
Regular consumers (had/has been using NIDO)
Who have stopped consuming NIDO
POST EVALUATION – ASHUN NIDO PUSHTI JOGOTE
Only one among the 150 respondents complained about a date-expired gift pack of NIDO
86% of them could recall the issues and the major ones were measuring height & weight of kids and taking photos with mascots
Among the 150 respondents, 55 never used NIDO of whom 35 respondents have started consuming NIDO after attending NIDO Ten on Ten Pushti Jogot
53% of the total respondent were found benefited by ANPJ, rest mentioned reasons like they are suited to other brands or the child has grown old and other (kid was healthy enough, do not like NIDO etc.)
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POST EVALUATION – ASHUN NIDO PUSHTI JOGOTE
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Never used NIDO till now
14%Who have
started using NIDO after attending
NPJ23%
Regular consumers (had/has been using
NIDO)38%
Who have stopped
consuming NIDO25%
NIDO Consumption Status
SALES FORECAST17
Figure: Sales Volume Forecast of NIDO-2010
In year 2010, sales volume for NIDO Child Drinking Milk rose up after the months of activation which has been shown in the following graph (using indexing method):
RECOMMENDATIONS
Nestle Bangladesh Limited should focus on activations which involve more on one-to-one communication
Out of Dhaka city, promotional activities should be more active and frequent so that they can respond more.
Issues should be resolved regarding consumers’ registration in forms with correct information
Getting any complaint regarding expiry date of product is a huge issue, which should be taken care of immediately
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THANK YOU
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