Nestle

Group No. 4 Submitted by: Revathi Nair 117500592010 Bhavika Desai 117500592102 Devanshi Mistry 117500592093 Hetal Asmani 117500592072 Bijal Darji 117500592079 Submitted to Ms. Hemlata Agarwal

Background
Swiss multinational nutritional and healt h related consumer goods company headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues.

Nestl's Popularly Positioned Products (PPP) strategy

Affordably priced, nutritionally enhanced, appropriately formatted and easily accessible for emerging consumers. Food safety and quality are non-negotiable. Locally adapted distribution methods, including street markets, mobile street vendors and door-to door distributors, PPPs are a source of income for street traders and individual distributors and contribute to the creation of local jobs.

List of Nestl brands

Cereals Yogurt Coffee Water Other drinks Shelf stable Chilled Ice cream Infant foods Performance nutrition Healthcare nutrition Seasonings Frozen foods Refrigerated products Chocolate, confectionery and baked goods

Nestl celebrates 100 years in India

Nestls first sales agents in India began work in Chennai and Kolkata in 1912. Today, the company directly employs 6,000 people in India and more than half a million indirectly. Its products are sold in more than 3.5 million outlets across the country. Its most popular brands are Maggi, the countrys leader in instant noodles, and Nescaf instant coffee.

Maggi
Positioned through brand power and strong competitive advantage Assurance of quick food 1st mover advantage in Noodles, Sauce, Ketchups and Soup market. Good Packaging and Strong Dealer Vendor Relations Convenience was the unique selling proposition

 Continuous process innovation Repositioning as a healthier snack Price Incentives Capturing New Customer Base

Nestle Milkmaid
Nestle expanded its market through Milkmaid in 1960s i.e. by creating new uses of the product which helped to enter in new market segments. Positioned itself as convenient form of milk for use in tea, coffee, preparing sweets, pastries, instant mixes.

Nescafe strategy
1. International Advertising Strategy:
Nescafe employs a think globally, act locally marketing strategy. According to Keegan and Green, Nescafe Coffee is marketed as a global brand, even though advertising messages and product formulation vary to suit cultural differences . Nescafes marketing campaign is global in the sense that the company uses the same symbols worldwide, such as the renowned coffee mug and Nescafe logo. However, Nescafe tailors its campaigns to suit diverse consumer attitudes and preferences. For example, marketing advertisements targeting different locations and regions often are different in terms of copy (message and language) and advertising appeal (rational vs. emotional).

2. Brand position strategy

The distinctive strategy The coordination of test and quality Tapping into customer health and consciousness The product competition.

3. Market strategy

High quality product Better test Pricing strategy Nestle owns enamours product Global adaptation Good number of acquisition Growth possibility in different zones

Recent development
Announced the implementation of the NESCAF PLAN in India. NESCAF PLAN is a global initiative by Nestl S.A., brings under one umbrella the companys commitment on coffee farming, production and consumption and will help Nestl to further optimize its coffee supply chain.

NESTEA
NESTEA ICED TEA is a special bled of natural tea and natural fruit flavour enriched with the goodness of Vitamin C. Enjoy its great Refreshingly Good Taste ! Available in two exciting flavours Lemon and Peach. Each glass of NESTEA Iced tea meets more than 50 % of your daily requirement for Vitamin C* Vitamin C supports bodys immune system and is good for you.

10 steps marketing plan for Nestea

1.Nestea PTM are Cool Moms 2.Who want to be perceived as cool to their kids. 3.Can choose Lipton Iced Tea. 4.Gap is that all other brands communicate its nutritious benefit. 5.The market size is P 5.5 Billion. Nestea niche is P 4.6 Billion.

6.Nestea is a refreshing and great-testing iced tea that is light on the belly.

Cont
7.Is priced 49% less than Eight oclock, 46% less than Lipton, and 24% less than Tang. 8.Uses TVC, BTL, Promos through web i.e. facebook. 9.Is distributed nationwide through wholesalers and retailers. 10.Uses differentiation by communicating its preparation convenience. Nestea launched a LITRO campaign wherein every consumer who purchase Nestea gets a free LITRO Tumbier with exact measurement in mixing the powdered Iced tea.

Nestle Chocolate & Confectionery

 The iconic international brand The largest selling wafer in countery With the goodness of milk The famous mint with the hole

 KitKat, Eclairs, Polo, Milkybar, Munch and NestleChocolate bar are the chocolate offerings by Nestle available across all price levels. This segments contribution to topline has been increased from 14.6% to 15.6% in the last 4 years. Margins in this segment vary from 10% 20% depending upon the product mix and pricing point. This segment has recorded a 12% CAGR for the last five years. Nestle is at No.1 position in the wafer chocolate segment.

 Strategy Brand extension at various pricing points Over the years Nestle has been able to grow in this segment by launching brand extensions at various price points so as to be able to cater to the demand of all segments. Volumes growth is the main strategy in this segment. KitKat has been growing the fastest in this segment.

 Kitkat: 486 calories, 6.5 gm protein, 60 gm carbohydrates, 24.5 gm fat, 23.5 gm saturated fat, 0.5 unsaturated fatty acids, 0.5 gm trans fatty acids, 192 mg calcium Ingredients: sugar, partially hydrogenated vegetable oils, milk solids, wheat flour, cocoa solids

Thank you