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.

TABLE OF CONTENTS

•Acknowledgement•Brand Name•Company Profile•Company Mission Statement•Product Description•Current Marketing Situation•SWOT analysis•Marketing Strategy

BRAND NAME

COMPANY PROFILENestlé 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.

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.

PRODUCT DESCRIPTIONCalcium 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.

CURRENT MARKETING SITUATIONTARGET 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.

PRODUCT BENEFITS AND FEATURESNAME: 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.

SIZES1 Liter (Milk) = Rs.125200 ml (Milk) = Rs.30

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

These are the segments but nestle has segmented two divisions given below:•DEMOGRAPHIC SEGMENTATIONNesvita 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 SEGMENTATIONOn 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.

COMPETITIVE REVIEW

Brands available in the market•Olpers.•Good milk.•Haleeb milk.

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

SWOT ANALYSIS

SWOT ANALYSIS

SWOT ANALYSIS

SWOT ANALYSIS