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The present exercise is an attempt to analyse the position of the different brand offered by Nestle India.
BCG matrix of Nestle and all the different brands offered by Nestle in India have been analysed along with a critical insight and also specific suggestion have been made therein.
NESTLE BRANDS
MILK PRODUCTS AND NUTRITION PREPARED DISHES AND COOKING AIDS
1. 2. 3. 4. 5. 6. 7.
Nestle Everyday Dairy Whitener Nestle Everyday Ghee Nestle Milk Nestle Slim Milk Nestle Milkmaid Nestle Dahi Nestle Neslac
BEVERAGES
1. 2. 3. 4. 5. 6. 7.
Maggi 2 minute Noodles Maggi Atta Noddles Maggi Cupa Mania Maggi Soups Maggi Suces Maggi Bhuna Masala Maggi Pazzta
CHOCOLATES AND CONFECTIONARY
1. 2. 3. 4. 5. 6. 7.
Nescafe Classic Nescafe Sunrise Premium Nescafe Sunrise Classic Nescafe Cappuccino Nescafe Ice Tea Nescafe Hot Tea Mixes Nestle Pure Life
1. 2. 3. 4. 5. 6.
Nestle Kitkat Nestle Milkybar Nestle Bar-One Nestle Munch Nestle Eclairs Nestle Polo
The objectives
(i) To place the various brands of Nestle in India in the matrix as suggested by the Boston Consultancy Group, as based upon the Secondary data collected.
(ii) To analyse the brands so placed and critically compare their placement. (iii) To compare the outcomes so obtained and generate suggestions.
BCG Matrix
The beauty of BCG Matrix, a Matrix developed by a group known as Boston Consulting Group, USA, is that it seeks to place the different products of an organization in different grids such as to analyze them in a comparative manner in terms of profitability or in terms of (a) percentage growth in sales and (b) market share position, to be exact. Thus
it gives an opportunity of self assessment to the organization to reassess its product positioning and come out with alternative solution if the original placement of the products in the market does not meet the desired level of growth. these classes have a different meaning attached to them and can be represented on the matrix .
BCG MATRIX
STARS
BUSINESS GROWTH RATE
HIGH
QUESTION MARKS
1. 2. 3. 4. 5. 6. 7. Milo Nestle Kitkat/Barone/ Munch Maggi Sauces Maggi Soups Nestle Butter Nesvita Milk
LOW
DOGS
1. Nestea 2. Milky Bar 3. Nestle Crunch
LOW MARKET SHARE
HIGH
Reasons for present positioning: (1) Nescafe is one of the leading coffee brands in the Indian market. (2) It has find a dominance which is unparalleled by any other brand in the country. (3) Not only does it have a high market share but it growth rate is also significantly high. (4) The name Nescafe has become generic with coffee.
(2) The sales of Maggi Pickles has never really trigged since its launch. (3) The placement of Maggi Pickles is doubted for the twin reasons of its high price and packing, which seems to target it to the upper substrata while the lack of a significant number of variants poses it a challenge to maintain itself in such households.
(4) It is not a dog because it is not the market which has low growth rate. In fact the market of packaged pickle is growing but it is Maggi Pickles which is unable to gather a substantial share in this growing market.
(1) Placing Maggi Pickles on the hearts and mind of the typical taste centric and money conscious Indian consumer will require an overhauling and huge investment. (2) Extensive price cuts are required but the matching returns are doubtful. (3) Pickles being a non-durable product and their success essentially related to the taste of the consumer, are not one of the core competencies of Nestle, which is better known to introduce standard taste in the country and get them approved by the consumers. (4) Thus it is better advised to disinvest in the business and focus on other brands.
Reasons for present positioning: (1) Nestle Butter, though available in the market for some time now, has not found much support from the consumers primarily on account of the dislike of the taste of Nestle Butter. (2) Considered as salt less, Nestle butter again is yet to grow from its pre-launch position on account of the huge competition it faces from Amul, the market leader in this field. (3) Now, as the market growth rate is quite significant, yet as Nestle Butter has not acquired a better share in the market, it has been placed in the category of Question Mark.
(3) Thus it is advisable for Nestle to discontinue with butter, as it did with its water brand, Pure Life. Also, it would be better to concentrate on other brand than to go in for a head on collision with Amul, the market leader, which is inevitable on account of the same market which both the products cater to.
Product: Milky Bar Position: Dogs Reasons for present positioning: (1) It become quite popular in and around the year 2000 but it never reached the stage of a power brand.
(2) Primary tried by the Indian consumer as a craze which laid in trying the first no brown chocolate, Nestle Milky bar was a sweet chocolate with cream color. Thus the primary acceptance of Milky bar was not based on its core qualities but on the basis of certain peculiarities which it contained, differentiating it from other products in the same line.
(3) Milky Bar, as a chocolate, though has a growing market, yet it has been placed as a dog on account of the inherent lack of core quality which makes it generic with chocolates. This was the main reason why it was never considered a competitor by other chocolate manufactures and the consumers also treated it so.