Escolar Documentos
Profissional Documentos
Cultura Documentos
Marketing
Submitted To: Madam Shehla
Sohail
Institute of Management Science
Lahore
Group Members
Nestle came into Pakistan in 1988 when they first acquired a share
in Milk pack Ltd. Today they are fully integrated in Pakistani life,
and are recognized as producers of safe, nutritious and tasty food,
and leaders in developing and uplifting the communities in which
they operate. Nestle Pakistan ensure that t there products are made
available to consumers wherever in the country they might be.
Convenience is at the heart of the Nestle philosophy, and there aim
is to bring products to people's doorsteps.
Introduction
STAR ?
Juices, cereals Noodles, Nescafe
Strength Weakness
Opportunities Threat
Strength
Nestle water is no. 1 selling water in Pakistan.
Nestle is world famous brand name and people trust
them
Mostly the people who buy Nestle water are
health conscious so they use Nestle water, as
it is hygienic and good for health.
The supplies network of Nestle pure water is
the biggest in Pakistan.
Weakness:
Price of the Nestle is not very
economical and Income level of
Pakistan is low and most of the people
lies in lower middle class so they
cannot afford Nestle pure water. Nestle
is a very big company so their decision
making process is up to mark.
Opportunities:
Now a day’s people are more aware and they are getting
health conscious day by day, they know that tap water is
not safe for their health
Now a days the trend has been settled in most of the
offices, banks, universities and even in homes people
are using dispensers instead to water filters or using the
tap water so that open the new opportunities for the
pure drinking water
Threats:
1. Product
2. Price
3. Place
4. Promotion
Attributes
Branding
Packaging
Labeling
Product support
PRODUCT
1. Product quality
2. Product features
3. Product design
PRODUCT QUALITY
Quality is one of the marketer's major positioning tools.
Quality has two dimensions level and consistency.
Product quality means the ability of a product to perform its
functions. It includes the product's overall durability,
reliability, precision and other valued attributes. Nestle has
chosen the quality level that matches target market needs and
wants.
Beside quality level, Nestle consistently delivers the desired
level of quality to consumers. Always strives for high level of
quality consistency.
PRODUCT FEATURES
1. Quality
2. Availability
3. Convenient prices
MAJOR REASON FOR USING THE
BOTTLED WATER
It tas tes like s weet Affo rdable, 1% Free of germs
natural water, 1% Us e fo r children, 1%
Wate r o f internatio nal Clean
s tandards , 2% Artificially purified
Do cto r advis ed, 2% Good for health
water, 0%
Eas ily available , 5% Use while traveling
F ree o f germs ,
Well reputed brand
Well reputed 49%
brand, 6% Easily available
Us e while Doctor advised
traveling, 8%
Water of international standards
It tastes like sweet natural water
Go o d fo r hea lth, 11%
Affordable
Use for children
Product‑line Pricing
Discount and allowances pricing
Functional discount
Seasonal discount
Promotional pricing
PLACING
DISTRIBUTION CHANNELS
1. Direct marketing
2. Marketing through distributors
PROMOTION
FACTORS IN SETTING THE PROMOTION MIX
Consumer Product
Push Strategy
Purchase state
PROMOTION MIX
ADVERTISING MEDIA
Television
Newspapers
Magazines
Future plans
Nestle is planning to enhance its investments in Pakistan and by
the year 2014, its total stakes would reach an aggregate of $374
million. The company has chalked out long-term investment plan.
Nestle is setting up a most modern and latest milk plant with the
cost of $ 70 million which will be operative within next couple of
months. Company would invest to the tune of $209 million in
five years period ending 2009. Nestle is investing $70 million in
milk production by increasing capacity of milk powder by 40,000
tones annually; $44 million would be injected in Sheikhupura
factory, $12 has been allocated for expanding milk collection,
and $31 million in bottled water plants.
CONCLUSION
The objective of this research was to study marketing strategies
of nestle pure water. From our report it is concluded that nestle
has a good reputation as a strong consumer brand. 66% of the
consumers use Nestle’s products regularly. 60% of the
consumer’s associate quality with Nestle.57.3 % of the
consumers prefers Nestle over other brands of pure water that are
available in the market .66% consumers bought Nestle water
because of its brand image which is of good quality products.
This is also proved by the statistical and graphical analysis of the
data obtained from consumers that they are quite satisfied from
nestle pure water. Nestle formulating a good strategy and they are
trying to go for mass-marketing.
SUGGESTIONS
Nestle’s pure water need to expand their customer equity.
Though 57.3% people prefer Nestle over other brands 43% prefer
others. Nestle should benchmark with other brands to compete in
this industry.
Nestle should improve its promotional activities on television
regarding nestle pure water.
Nestle’s pure water are expensive so they should decrease their
prices as big competitors like Aquafina enter into this industry.
Aquafina beat nestle in almost every country except Pakistan .So
nestle should defense their position.
58% consumers use this product occasionally, 24%
weekly and 14.7% daily. Nestle should try to
increase this usage rate through new users by
advertising, more usage by convincing people about
the high quality of the juices.
Flavored water should be introduces in Pakistani
market. From this they can differentiae their product
from others and they can get more market shares.