Maharaja Agrasen Institute of Management Studies Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area, Plot No.1, Sector 22, Rohini, Delhi-110086




Student Declaration……………………………………………………..…




This is to certify that I have completed the Minor Project titled ―To Study the Marketing mix of NESTLE India‖ under the guidance of ―Ms. Priyanka Garg‖ in partial fulfillment of the requirement for the degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work and I have not submitted it earlier elsewhere.




This is to certify that the minor project titled ―To Study the Marketing mix of NESTLE India‖ is an academic work done by ―Abhishree Mor‖ submitted in the partial fulfillment of the requirement for the degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi, under my guidance and direction. To the best of my knowledge and belief the data and information presented by her in the project has not been submitted earlier.

Ms. Priyanka Garg Assistant Professor



The satisfaction and euphoria that accompany the successful completion of any task is incomplete without the mention of people who made it possible. So I take this as a great opportunity to pen down a few lines about the people to whom my acknowledgement is due. It is with the deepest sense of gratitude that I wish to place on record my sincere thanks to Ms.Priyanka Garg , my project guide for providing me inspiration, encouragement, guidance, help and valuable suggestions throughout the project. I would also like to thank all my respondent for giving me their valuable time and information.




The main aim of studying marketing strategies of nestle is to provide solid foundations that are useful for explanation, prediction and control of the business activities. We are not an expert in nestle but we have analysis the firm‘s Indian marketing strategy in the field of their brand awareness, products and system design, product positioning, advertising, packaging, distribution and customer service. My secondary data is the most of important for our research and I contributed in the area such as group or segment those types of potential customers that are most likely to benefit from their product line. It also includes business principles of the organization.

Nestle coat of arms, the bird‘s nest, which refers to his name, has become a symbol for the products being a safe care for their consumer product safety and quality. Research and development based innovation capacity and strong brands are priority for Nestle. Every organization needs to have clear marketing objectives and the major route to achieving organizational goals will depend on strategy. Developing a strategy involves establishing clear aims and objectives around which the framework for a policy is created. Having established its strategy, an organization can then work out its day-to-day tools and tactics to meet the objectives. The success of any business entity solely depends on how effectively it utilizes its optimum resources. The company should always be ready to make necessary changes according to the requirements, in order to attract more customers so as to maintain a substantial growth in the market. Nestle India is a subsidiary of Nestle S.A of Switzerland. With seven factories and a large number of co-packers, brands of the company are grouped under four categories, Milk Products & Nutrition, Prepared Dishes & Cooking Aids, Beverages and Chocolates & Confectionery. Nestle has been a cohort in India's growth and has built a very special relationship of trust and commitment with the people of India. The Company's activities in India have facilitated direct

and indirect employment and afforded livelihood to about one million people together with farmers, suppliers of packaging materials, services and other goods. Nestle India manufactures products of truly international quality under internationally famous brand names and in recent years the company has also introduced products of daily consumption and use such as NESTLE Milk, NESTLE SLIM Milk, NESTLE Fresh 'n' Natural Dahi and NESTLE Jeera Raita. Beginning with its first investment in Moga in 1961, where the Government wanted Nestle to develop the milk economy. Progress in Moga required the introduction of Nestlé‘s Agricultural Services to educate, advise and help the farmer in a variety of aspects. Nestlé‘s regular and substantial investments established that it was here to stay. In 1967, Nestle set up its next factory at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea. The Nanjangud factory (Karnataka) became operational in the year 1989. In 1990, the company entered into the chocolate business by introducing Nestle Premium Chocolate.




My main objective of the project is to study the marketing mix of Nestle India Ltd. Other Objectives of the study are: To understand Nestlé‘s share in Indian food market. To find out that what all strategies a company makes and follows for their products. To understand the Indian food market. The major steps taken by the company to enhance the sales. To analyze the strength of Nestle in the Baby food segment.

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Secondary research can be described as the most widely used method for data collection. This process involves accessing information that is already gathered from either the originator or a distributor of primary research. Secondary research includes collecting information from thirdparty sources such as company websites, sales and accounting records, magazine articles and marketing research reports. It also includes any previously gathered information used by the marketer from any internal or external source. Achieving accuracy in any research requires in depth study regarding the subject. As the prime objective of the project is to compare Cadbury with the existing competitors in the market and the impact of Nestle on Cadbury, the research methodology adopted is basically based on secondary data. Sources of secondary data used to obtain information on Cadbury and its competitor history, current issues, policies, procedures etc, wherever required. 1)Internet 2)Magazines 3)Newspapers




Henri Nestlé (1814 - 1890) The key factor which drove the early history of the enterprise that would become the Nestlé Company was Henri Nestlé's search for a healthy, economical alternative to breastfeeding for mothers who could not feed their infants at the breast. In the mid-1860s Nestlé, a trained pharmacist began experimenting with various combinations of cow's milk, wheat flour and sugar in an attempt to develop an alternative source of infant nutrition for mothers who were unable to breast feed. His ultimate goal was to help combat the problem of infant mortality due to malnutrition. He called the new product Farine Lactee Henri Nestlé. Nestlé's first customer was a premature infant who could tolerate neither his mother's milk nor any of the conventional substitutes, and had been given up for lost by local physicians. People quickly recognized the value of the new product, after Nestlé's new formula saved the child's life and within a few years, Farine Lactee Nestlé was being marketed in much of Europe. Henri Nestlé also showed early understanding of the power of branding. He had adopted his own coat of arms as a trademark; in his German dialect, Nestlé means 'little nest'. One of his agents suggested that the nest could be exchanged for the white cross of the Swiss flag. His response was firm: "I regret that I cannot allow you to change my nest for a Swiss cross .... I cannot have a different trademark in every country; anyone can make use of a cross, but no-one else may use my coat of arms."

Meanwhile, the Anglo-Swiss Condensed Milk Company, founded in 1866 by Americans Charles and George Page, broadened its product line in the mid-1870s to include cheese and infant formulas. The Nestlé Company, which had been purchased from Henri Nestlé by Jules Monnerat in 1874, responded by launching a condensed milk product of its own. The two companies remained fierce competitors until their merger in 1905. Some other important firsts occurred during those years. In 1875 Vevey resident Daniel Peter figured out how to combine milk and cocoa powder to create milk chocolate. Peter, a friend and neighbor of Henri Nestlé, started a company that quickly became the world's leading maker of chocolate and later merged with Nestlé. In 1882 Swiss miller Julius Maggi created a food product utilizing legumes that was quick to prepare and easy to digest. His instant pea and bean soups helped launch Maggi & Company. By the turn of the century, his company was producing not only powdered soups, but also bouillon cubes, and sauces and flavorings.


HISTORY OF NESTLE 1866 -1905 In the 1860s Henri Nestlé, a pharmacist, developed a food for babies who were unable to breastfeed. His first success was a premature infant who could not tolerate his mother's milk or any of the usual substitutes. People quickly recognized the value of the new product, after Nestlé's new formula saved the child's life, and soon, Farine Lactée Henri Nestlé was being sold in much of Europe. 1905-1918 In 1905 Nestlé merged with the Anglo-Swiss Condensed Milk Company. By the early 1900s, the company was operating factories in the United States, Britain, Germany and Spain. World War I created new demand for dairy products in the form of government contracts. By the end of the war, Nestlé's production had more than doubled. 1918 -1938 After the war Government contracts dried up and consumers switched back to fresh milk. However, Nestlé's management responded quickly, streamlining operations and reducing debt. The 1920s saw Nestlé's first expansion into new products, with chocolate the Company's second most important activity. 1938 -1944 Nestlé felt the effects of World War II immediately. Profits dropped from $20 million in 1938 to $6 million in 1939.Factories were established in developing countries, particularly Latin America. Ironically, the war helped with the introduction of the Company's newest product, Nescafe, which was a staple drink of the US military. Nestlé's production and sales rose in the wartime economy. 1944 -1975 The end of World War II was the beginning of a dynamic phase for Nestlé. Growth accelerated and companies were acquired. In 1947 came the merger with Magi seasoning sand soups. Crosse & Blackwell followed in 1950, as did Findus (1963), Libby's (1971) and Stouffer's (1973).Diversification came with a shareholding in L‘Oreal in 1974. 1975 -1981 Nestlé's growth in the developing world partially offset a slowdown in the Company's traditional markets. Nestlé made its second venture outside the food industry by acquiring Alcon Laboratories Inc...


1981 -1996 Nestlé divested a number of businesses1980 / 1984. In 1984, Nestlé's improved bottom line allowed the Company to launch a new round of acquisitions, the most important being American food giant Carnation. 1996+ The first half of the 1990s proved to be favorable for Nestlé trade barriers crumbled and world markets developed into more or less integrated trading areas. Since 1996 there have been acquisitions including San Pellegrino (1997), Spillers Pet foods (1998) and Ralston Purina (2002). There were two major acquisitions in North America, both in 2002: in July, Nestlé merged its U.S. ice cream business into Dreyer's, andin August, a USD 2.6bn acquisition was announced of Chef America, Inc. On June 25 Neslte India launches new variant of Maggi Delists securities from the Delhi Stock Exchange Association Ltd (DSE) w.e.f. July 15, 2005. Nestle's starts Uttaranchal unit Nestle India Ltd has informed that the Board of Directors of the Company at its meeting held on July 31, 2007.


COMPANY REPORT OF NESTLE INDIA Company Snapshot Nestle India, incorporated in the year 1959, is the largest dairy products company in India. The company has a broad portfolio of milk products & nutritions, beverages, prepared dishes & cooking aids and chocolates & confectionary. The company is a subsidiary of Nestle S.A. of Switzerland and their history goes back to 1912 when it imported and sold products in India under the name of ‗The Nestle Anglo Swiss Condensed Milk Company (Export) Ltd.


Nestle India Ltd. has reported excellent results for Q1FY09. The net sales surged from Rs.10932.60 million in the same quarter last year to Rs.12707.80 million this quarter depicting an increase of 16.24%. This also resulted in an increase in the operating profit to Rs.3041.00 million showing a growth of 25.97% from Q1FY08. The net profit of the company increased by 23.20% to Rs.1973.00 million. The net sales comprised of Net Domestic Sales of Rs.11919.7 million, up by 18.70% and Exports Sales of Rs.788.1 million. Both the margins increased marginally. Operating profit margin rose from 22.08% to 23.93% in Q1FY09 and the Net Profit Margin saw an increase from 14.65% to 15.53%. EPS of the company stood at Rs.20.46 increased from Rs.16.61 in the same quarter last year.


Business Details Nestle India was established in India in the year 1961 with its first investment in Moga, Punjab. Nestle India manufactures products of truly international quality under internationally famous brand names such as Nescafe, Maggi, Milkybar, Milo, Kit Kat, Bar-one, Milkmaid and Nestea. Nestle has been a partner in India‘s growth for over nine decades now. It encompasses a wide range of products from milk and skimmed milk to value added products like condensed milk, curd, ghee, yoghurt and raita. All these products are sold under various brands such as Nestle Everyday, Nestle Milkmaid, Nestle Milk, Nestle Fresh n Natural etc. Nestle India enjoys the leadership position in infant milk foods business. The company has a capacity to produce 72,502 tonnes of milk products and nutritions per annum. They are spread over seven plants located across India in the states of Punjab, Haryana, Uttarakhand, Goa, Karnataka and Tamil Nadu. It processes over 3.3 lakh tonnes of milk and nearly 10,000 tonnes of milk powder per annum. The company has tied up with Heritage Food in South, Bengal Nester in the East and Dynamix Dairy in the West for sourcing, processing, packaging, and supplying milk. The company also has a strong presence in the chocolates and confectionary business. It is the second largest confectionary company in India. It is the largest coffee company in India sold under the brands of Nestle Classic, Nescafe Sunrise and Nescafe 3 in 1. The company also exports its instant coffee to various countries such as Russia and Japan. Segmental Outlook The food processing industry which is a sub-sector of the food industry includes milk and milk products, fruits & vegetables processing, grain processing, fisheries, meat & poultry processing and other consumer products such as packaged foods, confectionary, chocolates, beverages and packaged drinking water. The Indian food market is estimated at over $182 billion and accounts for about two-thirds of the total Indian retail market. According to McKinsey and co., the retail food sector in India is likely to grow from around US$70 billion in 2008 to US$150 billion by 2025. According to Dairy India 2007 estimates, the current size of the Indian dairy sector is US$62.67 billion and has been growing at a rate of 5% per year. the dairy exports in 2007-08 rose to US$210.5 million against US$113.57 last fiscal whereas the domestic dairy sector is slated to cross US$108 billion in revenues by 2011. The Indian snack market holds enormous growth potential for snack food, which is estimated to be worth US$3 billion. The market is divided in to organized and unorganized sector. The organized sector of the snack food market is growing at 15-20 % a year while the growth rate of the US$1.56 billion unorganized sector is 78%. India has a target of doubling its processed food production by 2015 and will set up 10 food technology parks during the next year with a view to achieving this.

Investment Rationale Increased Sales Focus The focus on continuous business excellence extends across the Company. The company has an efficient distribution system and has consistently pushed itself over the recent years to further improve its service levels and to help consumers with easier access to the Company‘s products.

During the year, there was further improvement in the distribution network and availability of fresh, high quality Nestlé products. The specialized teams for Key Account Management, Channel and Category Sales Development, Route-to market and the existing trade channels continued to improve availability and visibility of products. The quality and capabilities of the people are key to this and, during the year, the company maintained focus on training and development of the sales teams to reinforce skills and impart best practices and plan to continue in the future. Technological Advancement Nestle‘s commitment to product quality is supported by state-of the- art technology and a high degree of automation. It is continuously working with local suppliers to help them develop capabilities for supply of high quality raw materials increasing its technological edge. During the year, the Company has made significant progress in developing suppliers at par with international quality which will help it become less reliant on imports for these raw materials. During the year, three more factories were awarded the internationally recognized external certification ISO 14001 for adherence to environmental processes and OSHAS 18001 for Health and Safety. With this, all the seven factories of the Company now have ISO 14001 and ISO 18001 certifications. The company‘s factories not only create world class products delivering Nutrition, Health and Wellness but also provide economic prosperity to farmers by processing agricultural products in a sustainable manner. Robust Financial Performance Nestle reported great results for the CY 2008. The total revenue for the company rose from Rs.35130.80 million in CY2007 to Rs.43351.10 million in this financial year resulting in a growth rate of 23.40%. The operating profit of the company rose to Rs.8438.00 million from Rs.6874.90 million showing a growth of 22.74%. The profit before tax during the year 2008 was Rs.7728.20 million whereas in the CY07 it was Rs.6286.10 million. The bottom line of the company increased by 29.06% from Rs.4138.10 million last year to Rs.5340.80 million this year. The EPS of the company stood at Rs.55.39 which increased from last year‘s Rs.42.92.


Consolidated Financial Matrix



Past Price movement of the stock

Valuation We are positive on company‘s long term prospects. The company has earned the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'. The Company continuously focuses its efforts to better understand the changing lifestyles of India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness through its product offerings. Presently the company is running at a P/E multiple of 35.47x to its CY09 EPS of Rs.55.39. Based on the positive financial performance reported by the company, we recommend BUY on the stock with a medium term price target of Rs.2500.00.



Nestlé‘s relationship with India dates back to 1912, when it began trading as The Nestlé AngloSwiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. After India‘s independence in 1947, the economic policies of the Indian Government emphasized the need for local production. Nestlé responded to India‘s aspirations by forming a company in India and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestlé to develop the milk economy. Progress in Moga required the introduction of Nestlé‘s Agricultural Services to educate advice and help the farmer in a variety of aspects. From increasing the milk yield of their cows through improved dairy farming methods, to irrigation, scientific crop management practices and helping with the procurement of bank loans. Nestlé set up milk collection centers that would not only ensure prompt collection and pay fair prices, but also instill amongst the community, a confidence in the dairy business. Progress involved the creation of prosperity on an on-going and sustainable basis that has resulted in not just the transformation of Moga into a prosperous and vibrant milk district today, but a thriving hub of industrial activity, as well. Nestlé has been a partner in India's growth for over nine decades now and has built a very special relationship of trust and commitment with the people of India. The Company's activities in India have facilitated direct and indirect employment and provides livelihood to about one million people including farmers, suppliers of packaging materials, services and other goods.

Nestlé India is a responsible organization and facilitates initiatives that help to improve the quality of life in the communities where it operates. Date of Establishment 1959 Revenue Market Cap Corporate Address Chairperson MD Directors 1417.18 ( USD in Millions ) 433740.5607834 ( Rs. in Millions ) M- 5a, Connaught Circus, New Delhi-110001, Delhi Antonio Helio Waszyk Antonio Helio Waszyk Antonio Helio Waszyk, Ashok Kumar Mahindra, B Murli, Christian Schmid, Martial G Rolland, Michael W O Garrett, Pradip Baijal, Rajendra S Pawar, Rakesh Mohan, Ravinder Narain, Richard Sykes, Shobinder Duggal, Swati A Piramal Consumer Food Nestle has its presence in India for around nine decades, making it one of the oldest company in India. Nestlé India is a subsidiary of Nestlé SA

Business Operation Background

Financials Total Income Net Profit Company Secretary BankersAuditors

Rs. 62973.966 Million ( year ending Dec 2010) Rs. 8186.648 Million ( year ending Dec 2010) B Murli AF Ferguson & Co.

The Samalkha factory (Haryana) was started its operation in 1993. Kitkat, the company's worldwide legendary brand chocolate was launched in the year 1995. Nestle commissioned two factories in Goa at Ponda and Bicholim in the year 1995 and 1997 respectively. Nestle Growing Up Milk was launched nationally in the year 1999. In April 2000, the company forayed into the Ultra Heat Treated (UHT) liquid milk market. Launched Nestle Pure Life bottled water in the year 2001 by the company, within few months, again launched its second water brand-San Pellegrino-- in the Indian market. The company also made its foray into the iced tea segment. Iced tea has already been soft-launched in Mumbai in two flavours, one being peach. The company commenced participation in this global Nestle initiative in the year 2003 to create and adapt common business process, permitting adoption of best practices, standardization of internal and external master data and standardization of the information systems infrastructure. During


the year 2004, a project has been initiated to upgrade the production technology for infant nutrition products at the Samalkha factory. Nestle India Ltd recognised for its outstanding

NESTLE SUCCESS STORY From the famous Nestlé's chocolate that gratifies the sweet tooth of millions, to Stouffer's frozen family dinners served up by harried soccer moms, to Fancy Feast cat food for pampered felines from coast to coast, Nestlé USA's basket of products caters to a wide range of consumer needs. For many years, the operations of this US$6.6 billion subsidiary "Anyone who simply lays the of Swiss food giant Nestlé SA reflected the diversity and technology on top of existing individuality of its hundreds of brands. Created in 1991 to unify disparate divisions, Nestlé USA's business units nevertheless business processes is remained largely autonomous, and that arrangement worked doomed. This is the time to well for a number of years. But, as competition heated up — unite far-flung parts of the with massive industry consolidation and retailers' private label business into a cohesive, products eroding customer loyalty and squeezing margins — smart, and efficient whole — Nestlé USA needed to wring out efficiencies to slash costs and and that's done by boost bottom-line performance. fundamentally reworking In response, the company crafted a vision it called One Nestlé — a vision that would introduce common processes, standards, how the company operates." and systems across the enterprise, resulting in unprecedented — Jack Rinquist, Deloitte economies of scale and cost savings. To make that vision a reality, Nestlé USA selected SAP software to automate and integrate all operations, from procurement through production, distribution, and customer care. At the same time, Nestlé USA was well aware that this was not simply a software implementation that would automate existing processes, but rather an undertaking that would mean fundamental changes in how it approached and ran its business. From vision to reality To that end, Nestlé USA first reworked, standardized, and integrated its operations, and then implemented the technology to support its new and improved way of doing business. And all of this was done while making certain that employees had the appropriate training for their new jobs. This was no easy task to be accomplished overnight, that's for sure. "Nestlé USA did it right. A huge SAP implementation like this is so not about the software," says Jack Ringquist, a Deloitte Consulting partner helping to drive Nestlé USA's transformation efforts. "Anyone who simply lays the technology on top of existing business processes is doomed. This is the time to unite far-flung parts of the business into a cohesive, smart, and efficient whole — and that's done by fundamentally reworking how the company operates."


Nestlé's Corporate Business Principles

The Nestlé Corporate Business Principles are at the basis of our company‘s culture, which has developed over the span of 140 years. Since Henri Nestlé first developed his successful infant cereal ―Farine Lactée‖, we have built our business on the conviction that to have long-term success for our shareholders, we not only have to comply with all applicable legal requirements and ensure that all our activities are sustainable, but additionally we have to create significant value for society. At Nestlé we call this Creating Shared Value. The new version of our Corporate Business Principles, updated in June 2010, will be handed over to each of our 280‘000 employees by the end of 2010 and accompanied by basic learning and training tools. As of 2011, a modular training programme will be rolled out on the various components of the Corporate Business Principles. The depth and focus of the trainings will be established in accordance with the materiality for the different functions within the company. For example, the training on the human rights components will focus on managers and employees in countries of higher human rights risks as a priority, with the aim to having completed the first training cycle by the end of the year. Our Corporate Business Principles will continue to evolve and adapt to a changing world, our basic foundation is unchanged from the time of the origins of our Company, and reflects the basic ideas of fairness, honesty, and a general concern for people. Nestlé is committed to the following Business Principles in all countries, taking into account local legislation, cultural and religious practices:

1. Nutrition, Health and Wellness


Our core aim is to enhance the quality of consumer‘s lives every day, everywhere by offering tastier and healthier food and beverage choices and encouraging a healthy lifestyle. We express this via our corporate proposition 'Good Food, Good Life'. 2. Quality Assurance and product safety Everywhere in the world, the Nestlé name represents a promise to the consumer that the product is safe and of high standard.

3. Consumer Communication We are committed to responsible, reliable consumer communication that empowers consumers to exercise their right to informed choice and promotes healthier diets. We respect consumer privacy.

4. Human rights in our business activities We fully support the United Nations Global Compact‘s (UNGC) guiding principles on human rights and labour and aim to provide an example of good human rights‘ and labour practices throughout our business activities.

5. Leadership and personal responsibility Our success is based on our people. We treat each other with respect and dignity and expect everyone to promote a sense of personal responsibility. We recruit competent and motivated people who respect our values, provide equal opportunities for their development and advancement protect their privacy and do not tolerate any form of harassment or discrimination.

6. Safety and health at work We are committed to preventing accidents, injuries and illness related to work, and to protect employees, contractors and others involved along the value chain.

7. Supplier and customer relations We require our suppliers, agents, subcontractors and their employees to demonstrate honesty, integrity and fairness, and to adhere to our non-negotiable standards. In the same way, we are committed towards our own customers.

8. Agriculture and rural development We contribute to improvements in agricultural production, the social and economic status of farmers, rural communities and in production systems to make them more environmentally sustainable.


9. Environmental sustainability We commit ourselves to environmentally sustainable business practices. At all stages of the product life cycle we strive to use natural resources efficiently, favour the use of sustainablymanaged renewable resources, and target zero waste. 10. Water We are committed to the sustainable use of water and continuous improvement in water management. We recognise that the world faces a growing water challenge and that responsible management of the world‘s resources by all water users is an absolute necessity. Nestlé continues to maintain its commitment to follow and respect all applicable local laws in each of its markets.



EXTERNAL ENVIRONMENT Demographic External factor  More the education more will be the awareness about brand and quality food.  If the income level of people is high then purchasing power will be high so they will purchase more.  Nestle products are made for people belonging from all age groups.  Both male/female are included equally in its target market. Economic environment  If the inflation rate is high then there will be decrease in purchasing power. so inflation indirectly affects the company‘s sale.  Nation varies greatly in its level and distribution of income.  Changes in major economic variables such as income, cost of living, interest rate and savings have a large impact on the market place. Political environment  Government regulations to protect interest of society and from unfair business practices.  Unstable political conditions.  Law order situation getting worse.


Legal environment  Registered in the stock exchanges of Pakistan. Social/cultural environment  Consumption behavior of Pakistani people is high so they consume more goods.  As Pakistan is Muslim country so we cannot add any ingredient which is prohibited in Islam or which is not ―Halal‖.  As nestle water is the branded item so the people who are brand conscious will prefer to use nestle water .so nestle is focusing more on the posh areas. Technological environment  Technological environment is changing rapidly.  Most dramatic force shaping company‘s offerings and the way product is marketed.  Company‘s must keep up with technological changes to match up with its environment.

Internal Environment      In Nestle Internal environment ensures. Employees are on side with the goals of an organization. They have direct impact on product quality,dependability and overall productivity. They are internal market, which impact everydepartment within an organization; a satisfied internalmarket will be better able to satisfy external market. Nestle under the supervision of top management runs thedepartments of finance, operations, accounting, sales andmarketing, research and development to achieve the goalsof organization.

Micro Environment In Nestle microenvironment includes: a)Suppliers: Suppliers provide the resources like labor and material resources to produce goods and services. They add to customer overall value delivery system. Labor supplies include handling of  Quantity of labor  Quality of labor  Labor strikes  Labor relations Material supplies deals with the:  Quality of material  Price of material  Stability of material inputs

 Delivery delays Nestle efficiently handles the quality, quantity, price and stability of both material and labor supplies. Management maps out the strategies for labor strikes, supply short age sand delays to avoid increasing the cost of production, which can badly affect sales in short run and customer satisfaction in long run. b) Marketing Intermediaries:  It includes the firms that help the company to promote, sell and distribute its goods to final buyers.  The physical distribution firms determine the ways to store and ship goods to reach their destination.  Marketing service agencies including marketing research firms, advertising agencies and media firmsare also hired to target and promote product to right market.  Financial intermediaries like banks, insurance companies helps to finance transactions and insureagainst risks associated with buying and selling of goods.  Nestle works in coordination with marketing intermediaries to make its product Pure Life Water available and visible to its valuable customers. c) Customers: Nestle deals with the reseller customers who buy the product Pure Life to resell at a reasonable profit. Macro Environment Macro environment include political, cultural, economical factors but as for as Nestle Pure Life Water is concern none of above factors affect on it. Because it is not at luxury item they are selling necessities of life which can never be affected.


NESTLE’S DEFINATION OF MARKETING Building customer relationship based on customer values and satisfaction is at the very heart of modern marketing. The two fold goals of nestle marketing is to attract new customers by providing superior value and to keep and grow the current customer by delivering satisfaction. Nestle defines marketing as: “A social and managerial process whereby individual and group obtains good food and good life through creating and exchanging products and values”


MARKETING MIX Elements of the marketing mix are often referred to as the "Four 'P's a phrase used since the1960's

Product - It is a tangible good or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cell phone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors.


Price – The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product. Promotion – It represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations. Place – A way of getting the product to the consumer and/or how easily accessible it is to consumers.


MARKETING MIX OF NESTLE Nestle, a very well known brand that is now housing thousands of products was primarily formed for helping the infants survival who could not feed on mothers lactation., its first product being "Farine Lactee Henri Nestle". The brand was introduced by Henry Russel in 1866, which was boosted up by its merger in 1905 with Anglo Swiss Milk Company, headquartered in Vevey, Switzerland. roduct • Being the world‘s largest food and nutrition company almost six thousand products are being hosted under the brand named Nestle. • Its products are very wide spread in range counting almost all daily use products as well as occasionally used products. The products includes coffee, bottled water, cereals, pharmaceutical products like lens care solutions, infant food, beverages, chocolates, candies, ice creams, refrigerated foods, yogurt, milk cream a very unusual product that is pet food and the largest selling brand milkman. All these categories are subdivided to the diverse choices of customers including different sizes and flavors (Kowitt, 2010). • Products that are introduced in the market are first screened through high profile research and development sector including food processing, micro analytical research and proper delivery of functionalities in the food products thus promising the healthy goods for consumers. • Main raw material for its milk products are UHT treated and packed in tetra packaging, moreover the packaging is long lasting as well as tempting. • As hygiene is a basic ethical question for edible products, so Nestle has a full concern and focus on this parameter. • Nestle provides the product compliance to the customers including all legal supports. • Nutrition quality is preferably determined and is provided on the packing of the product to facilitate consumers to check their preferences along with the expiry dates. • Complaints if any are timely responded and suggestions are always welcomed.


rice • Flexible prices are the key factor of success of Nestle in global markets for example Milkpak being the largest selling brand is being sold out at the same price as that of other low quality products while maintaining its quality. • Their marketing strategy includes a wide range of pricing strategy, and by doing this they can maintain their product rates at a sustainable position. • Prices are affordable to almost all types of consumers as they have wide range of single product as in the case of beverages, fruit juices are affordable to low economy class and expensive tin packed beverages are also doing business in the market. • Bulk purchase discount is also provided at the whole sale markets as well as at the market stores. • Seasonal price variations are also seen, especially in the case of chocolate products, either by upsizing at the same price or reducing the sale price.


lace • Nestle products have their main business area in Europe from where they get almost 90 percent of the sales and revenues. • Nestle is running globally, its setup being run in 86 countries. So, the sales are also done globally and are impulsive ones. • The products are not directly thrown into the market, rather a full procedure is followed including all the essentials from Manufacturer, Distributor, Wholesaler, Retailer and finally to Consumer. • Nestle products are available in all its variety at the maximum outlets, as the company is always looking forward to expand its outlets


romotion • Promotion strategies of the company are very well planned and they always pay multiples of the expected amounts. • Advertising on electronic and print media along with sign boards having tempting figurations of the brand always proves good for the brand • Sometimes limited economy offers boost up the popularity of brand especially in the case when new induction to the market is made.


Strategy - Nestlé Roadmap to Good Food, Good Life

Nestlé‘s objectives are to be recognised as the world leader in Nutrition, Health and Wellness, trusted by all its stakeholders, and to be the reference for financial performance in its industry. We believe that leadership is not just about size; it is also about behaviour. Trust, too, is about behaviour; and we recognise that trust is earned only over a long period of time by consistently delivering on our promises. These objectives and behaviours are encapsulated in the simple phrase, ―Good Food, Good Life‖, a phrase that sums up our corporate ambition. The Nestlé Roadmap is intended to create alignment for our people behind a cohesive set of strategic priorities that will accelerate the achievement of our objectives. These objectives demand from our people a blend of long-term inspiration needed to build for the future and short-term entrepreneurial actions, delivering the necessary level of performance. We are seeking to achieve leadership and earn that trust by satisfying the expectations of consumers, whose daily choices drive our performance, of shareholders, of the communities in which we operate and of society as a whole. We believe that it is only possible to create longterm sustainable value for our shareholders if our behaviour, strategies and operations are also creating value for the communities where we operate, for our business partners and, of course, for our consumers. We call this ―Creating Shared Value‖. We are investing for the future to ensure the financial and environmental sustainability of our actions and operations: in capacity, in technologies, in capabilities, in people, in brands, in R&D. Our aim is to meet today‘s needs without compromising the ability of future generations to meet their needs, and to do so in a way which will ensure profitable growth year after year and a high level of returns for our shareholders and society at large over the long term.


STRATEGY FOR LAUNCHING THE PRODUCT: GOALS & OBJECTIVES: Creating awareness about our product to at least 50% of the target market within three months of launch This objective will be achieved through intense promotional activities, developed to get to the target market in the best possible manner. Capturing 60 % of target market within 1 year. Our promotional activities will develop interest for people thus compelling them to approach us. We will make good relations with our customers so they create good word of mouth for us and approach us again and refer others. Launching the product in summers. We will be launching the product in summers to capture most of the target consumers and as well as market share. Opening different outlets. We will be opening different outlets initially in major two cities and after gaining primarily success we will be available in all big and small cities of India. MARKETING STRATEGY Our product will include features that contain the combination of both health and hygiene keeping in mind the individuals requirements in terms of taste. However the marketing will be done considering the concept of mass personage. Our product will be tailored to individual needs (desired taste) but promotion will attract all of them collectively. Furthermore we will be following pull strategy and approach our end users ourselves with the help of various promotional activities. In our case no intermediary (whole sellers) is involved. Our distribution channel will be as follow. PRICE FIXATION STRATIGIES These are following objectives of nestle pure life regarding price fixation: Profit Earning: Profit earning is the main objective of every company but in case of nestle their profit margin is low. Only a few amount of profit is collected from pure life water. Customer satisfaction:


In nestle pure life price is not fixed by keeping in mind profit motive, only customer satisfaction is kept in mind while fixing the prices. STRATIGIES FOR FIXING THE PRICE: In nestle prices are set on cost basis as given below: Price = Cost + Profit Break even or Target price: Per Unit Price= variable cost + fixed cost / units of sale DISTRIBUTION According to the distribution, India is divided four geographical zones and then in further Regional Sales Offices.


North Zone Jammu and Kashmir Himachal Pradesh Punjab Haryana Uttaranchal Delhi Uttar Pradesh


South Zone Andhra Pradesh Karnataka Tamil nadu Kerala


Central Zone Madhya Pradesh Chhattisgarh


West Zone Rajasthan Gujarat Maharashtra Goa


East Zone Assam Manipur Meghalaya West Bengal Orissa Sikkim Mizoram Tripura


STRATEGIES FOR COMPETITIVE ADVANTAGES: Every product on the shelf, every service and every customer contact helps to shape this image. A Nestlé brand name on a product is a promise to the customer that it is safe to consume, that it complies with all regulations and that it meets high standards of quality. Customers expect us to keep this promise every time. Under no circumstances will we compromise on the safety of a product and every effort must be made to avoid hazards to health. Likewise, compliance with all relevant laws and regulations is a must and is not negotiable. People, equipment and instruments are made available to ensure safety and conformity of Nestlé products at all times. The effort is worth it. Companies with huge quality standards make fewer mistakes, waste less time and money and are more productive. They also make higher profits. Quality is our most successful product. It is the key to our success, today and tomorrow. OTHER MARKETING STRATEGIES ADOPTED BY THE COMPANY In future two competitors of Pure Life are going to launch their water in the market which is Pepsi & Coca Cola. As their competitor will advertise their product at very high stage so people will get awareness about drinking water and nestle pure life can achieve a great market share in future because people can see that our water is getting rough day by day and there is a need for pure drinking water to survive in the world. For these opportunities company is going to launch another plant for drinking water next year Firstly Nestle pure life was focusing on product and pricing strategy but recently it‘s focusing on marketing strategy to create customer awareness of the product in those areas which are far away. CHANEL OF DISTRIBUTION: Nestle pure life is making full efforts to supply its product to ultimate consumers. For this purpose the company uses the conventional marketing channels of distribution to supply the product. In this method company supply the product to whole seller who responds it to retailers who supply to ultimate user. The company also uses the vertical marketing system in which retailers also take supply from directly company resources without contact with whole sellers, In this way the margin of company decreases and going into the interest of the ultimate consumer. PROMOTIONAL STRATEGY Advertisement is a tool to introduce the product in the market. To increase sales and build an image in the mind of consumer company advertise their product in different ways, as for as Nestle pure life is concerned company use: Television Radio News Paper Bill Board Hoarding etc.

Sometime company also makes free sampling, held stalls at different programs like Health Mela. Pure Life's communication strategy is weak as they follow emotional black mailing. In advertising they show emotional feelings to their customers. SALES PROMOTION STRATEGY Sales Promotion: Specific promotions of Nestle Pure Life were arranged in some of the key outlets of Lahore. Elaborate shelf space was acquired for product display and specially designed POS material was extensively used to promote sales. On a 12-bottle purchase of 1.5 ml, one 1.5 ml bottle was offered free to consumers. Similarly on a 6-bottle purchase of 1.5 ml, one 0.5 ml bottle was offered free. Regarding trade promotion, the retailer was also given an additional discount of 4 % during this sales promotion. Not only did the sales of Nestle Pure Life grow tremendously during the promotion, these continued at a higher pace even after it was over. Public Relations: As far as the public relations are concerned, the organization releases an annual report which includes the company's financial statements along with the sales of all product categories. The annual report is mainly aimed at the stockholders. However, another very important form of public relations are the newsletters and bi-monthly magazines issued by the organization. A huge amount of information is found in these regarding the products and their promotion. POSITIONING We will position our product as a high quality product consumer focused. Messages like “Who knows your taste better than us”, “Nestle ice-cream now at your door step”; “Add additional flavors’ to your life” Will help us portray our picture clearly and distinctly. We will position our product against the competitors and gain competitive advantage through our efficient promotional methods, using innovations, and by reaching closer to our target market through the arrangement of events like BASANT, VALENTINE DAY and etc. In short consumers will view us as a product providing highly quality, in terms of taste, customer focused and, at the same time reasonably priced as compared to others.


COMPETITIVE ANALYSIS Competitive analysis includes the comparison of one organization with its competitor. It differentiate product and tells which product stands at which position. It tells about the differentiation of characteristics and weaknesses of the product with its competitors. As we know that more important competitor of Nestle is Aquafina.

SEGMENTS AND TARGET MARKETS SERVED MARKET SEGMENTATION (PURE LIFE) For getting the maximum market share and respect of the product in the minds of the consumer, as per our observation and market survey we have concluded that Nestle Pure Life Water‘s segmentation is based on two points. Geographic Segmentation Demographic Segmentation


 Geographic Segmentation The company has divided its geographic segmentation in several regions. First they have the segmentation of a whole country and from each provincial capital, they divided its areas into north, east, west, south. So that it could be easy for the company to work efficiently on its supply chain management.  Demographic Segmentation Nestle Pure Life isn‘t a supreme quality product that only the high class uses. There is no age, sex, income and any other kind of limitation on use of the product. The product is for all. Anyone can use the product as per need. Nestle is a well-known company all over the world. The company basically deals in food products as their logo says ―Good Food, Good Life‖. Their major products lines are: MILK PRODUCTS i. NESTLE EVERYDAY: To meet the requirements of the tea-whitening segment, this product was launched in 1986. On account of aggressive marketing, focused distribution, excellent consumer acceptance and product quality, this brand has shown strong growth and holds good promise for the future.


ii. NESTLE MILKMAID: It is a Partly Skimmed Sweetened Condensed Milk. NESTLÉ MILKMAID is a versatile product and excellent as a dessert ingredient. Lip-smacking desserts can be whipped up in the shortest possible time. NESTLÉ MILKMAID is a globally recognized and popular brand of Nestlé. It has been available in India ever since the Company first started importing and selling its products over 90 years ago.

iii. NESTLE DAHI: is made from fresh, high quality pasteurised toned milk. It has all the goodness of natural Calcium and the Cultures used in NESTLÉ Dahi help improve digestion. It comes available for your convenience in 85g, 200g and 400g Tubs and 200g and 1kg Pouch packs. The pouch packs are currently available only in Delhi NCR.


BEVERAGES i. NESCAFÉ CLASSIC: It is 100% Pure Instant Coffee. NESCAFÉ CLASSIC has the unmistakable taste of 100% pure coffee and is made from carefully selected coffee beans picked from the finest plantations, blended and roasted to perfection. 100% coffee…100% pleasure…

ii. NESTEA: New NESTEA Iced Tea with Green Tea brings natural, healthy goodness of Green tea into your glass. Green tea is a good source of NATURAL ANTIOXIDANTS which are known to protect body cells from damage caused by free radicals. Feel good everyday with the refreshingly light taste of NESTEA with Green Tea.


iii. NESCAFÉ CAPPUCCINO: The world's favourite instant coffee brand NESCAFÉ brings two delicious new Cappuccino variants - NESCAFÉ Choco Mocha and NESCAFÉ Vanilla Latte. Treat yourself to its rich coffee taste and delicious froth. Comforting, relaxing - a delicious cup of NESCAFÉ Cappuccino is a great way to enjoy a true café experience at home.

CHOCOLATES i. MILKYBAR CHOO: MILKYBAR CHOO - the tasty chewy MILKYBAR - now has power of Calcium! Outdoor champions, grab one now. Also available in yummy Strawberry and Choko flavours!! mm, mm, mmmmmmmmm......


ii. MILKYBAR ECLAIRS: Introducing a delicious new wave of strawberry flavour in your favourites MILKYBAR Éclairs.

iii. POLO




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Synonym for baby food. Brand name, quality and flavor are most important factors. All occasion items and targeted towards whole family. Aiming to set up their presence in food industry without compromising with quality. NESTLE is a flagship brand.



STRENGTHS  Very long history (over 140 years)  Operated factories in 77 countries (all six continents), a truly global company.  Considered the innovation leader in the global food and nutrition sector(3500 scientist in company R&D network)  Low cost operators (beat the competition by producing low cost products, edging ahead with low operating costs)  Offering thousands of local products.  Have a great CEO, Peter Brabeck.  Socially Responsible Company.  Products enjoy strong brand image and market pull.  Innovative and constantly growing product line. NML launched 17 new products, including variants of existing products in recent past.  Sales force is the major resource strength in terms of physical resources of the Periodic research carried out to judge market trends.  Multinational.  Growing Sales and profits.  Major shareholder in the food industry of Pakistan.  Aggressive Marketing.  Efficient Distribution networks throughout the country.  Quality product  Solid Financial position  Strong supply chain network  Qualified work force and a very strong workforce.  Commitment to High Quality Products  Year Annual Production (million liters) Annual Consumption (million liters) 2008-09 => 648.43 353.71 2009-10 => 753.89 372.05.

WEAKNESSES  Not as successful as they thought they would be in some market (i.e. France)  Some of their product were positioned as too scientific, and consumers didn‘t quite understand (i.e. LC-1 was a food and not a drug)  Selective investment due to uncertain economic and political conditions.  Feasibility of new products needs to be analyzed, e.g. Nestea was launched some years back but it failed because no customer demand for it existed.  There is weak marketing of some products as sometimes there is no advertisement.  Lack of awareness among the target market.

It Dependency on others (govt. & sponsors) for the arrangement of events. The target market of some of the Nestle products like MilkPak is upper middle and high class because lower middle and poor class cannot afford to buy UHT milk due to its premium price. It is a main weakness of some of the products of Nestle that there are different companies of same products but the name of nestle sometimes stand in the last because of low advertising and marketing.

OPPORTUNITIES  Well-known company and strong brand name.  Health-based products are becoming more popular in the world, including in the United States.  Ranked first in nearly all the product segments in which it operated (market leader).  Unaffected by current economic conditions (its share of the UK confectionery market rise to 15.6 per cent with a 0.5 per cent growth this year).  Pakistan is the seventh largest producer of milk in the world with annual output of over
22 billion liters.

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Nestlé MilkPak has expanded its product range by entering the cold dairy market recently by launching Nestlé plain yogurt and now fruit yogurt is also added to it. Credit policy can be adopted to increase sales.

THREATS  Some markets they are entering are already mature.  Global competition is high.  There are intense competitions in the United States, especially yogurt market (General Mills).  Price fluctuations due to rupee devaluation as raw material are imported.  The present economic crisis in the world, led to the withdrawal of foreign management from the company and the investment has come to a halt.  Legal and ethical issues.  Market segment growth could attract new entrants.  Economic slowdown can reduce demand.  Two main competitors Haleeb and Olpers are main threat for MilkPak especially the Olpers is growing very fast.  Inflation is getting higher and higher so the purchasing power of the people is decreasing day by day.  There is no entry barrier for new entrants as the Olpers has come in the market.  Taste of consumers for some products has already developed which is hard to change.


This is my PEST analysis of Nestle: Political factors  Changes in tax- If the tax rate was to change it would have a direct affect on Nestle, because every change happens that occurs in tax will also cause price of Nestle to do the same. So if the tax rate increased this would mean that the price of confectionery goods would also increase, this could cause Nestle to lose customers as a result of over pricing. Trade unions- Trade unions are put in place to look out for the best interests of the worker. If Nestle had to lower wages for some reason, this would mean that the trade union would file a complaint because of the wage reduction and if the wages were not raised to an acceptable amount there is a danger of a staff strike. This would cause Nestle to be late on deliveries and maybe even stop some production lines. Duties and levies- Are additional to the cost of shipping when importing and when exporting products. This is what duty free is because there is no added cost for the

import/export of the goods. So if the price of duties and levies was to increase the company would have to pay extra for transport.

Economic factors   Inflation- Inflation effects Nestle in much the same way as changes in tax would. So if the changes in interest rates went down so may the prices. Unemployment- may affect sales because if the unemployment rate was to rise this would mean that people would not be earning as much money and they might have to cut back on luxuries such as chocolate and other things that are not needs. Energy prices- Energy prices rise as do interest rates and taxes, so if electricity costs were to be rise this would mean that it would cost Nestle more to run their machinery and this would lead to price increases. As a result again this could mean that Nestle lose out on customers as a result of over pricing.

Social factors  Consumer lifestyles-This is the feeling of the current trend what is considered to be in style and popular. These trends run in cycles and this is a good way of predicting what will become trendy and when this gives businesses a chance to prepare. Nestle can use this to their advantage by anticipating the next trend and releasing a product meeting that need.

Technological factors  New technological progresses- This would more than likely have a positive knock on affect to Nestle as new technologies means faster computers and things that make every day jobs easier. Or it may be possible to get a new machine that could increase production rate as it is more advanced that the older model. Energy saving techniques- If any new energy saving techniques are invented this would mean that the price of the energy would go down which would mean there would be extra money to invest in to the business or into a new product. New materials and substitutes for existing materials- New material could be useful to nestle as they could be used to make new types of packaging and it may make chocolate wrappers more environmentally friendly. Better equipment- This is just like new technological progresses. Better equipment means that the production rate would increase as they would be more advanced and faster. This would enable Kit Kat to meet popular demand.



Nestle is the best company all over the world but there are some recommendation and suggestions.     Their prices are bit higher so they should low their prices to increase their customers. About 70% people use their products while the rest don‘t use them. They should conduct survey and concentrate on those facts why people are nto using their products. They should also improve their advertising as their advertising doesn‘t pay long-term effects in the mind of customers. About 17% people are not satisfied from the taste of nestle so nestle has to improve its taste.

Recommendation  Keep the taste nice.  Increase advertising and show your competitive edge.  Increase loyalty of customer with brand through attractive packages.  Keep the price low because the day when price of competitor will be very near to your price your sales will boost up.  Increase its distribution network.  Try to get more & more party orders.  Increase incentive and promotional activities, traning courses/workshops for team.  Conduct weekly meetings with distributors and sales team in order to review weekly target closing.




There are some disadvantages to using secondary research: 1) Quality of Research The originators of the primary research are largely self-governed and controlled by the marketer. Therefore, the secondary research used must be scrutinized closely since the origins of the information may be questionable. Moreover, the researcher needs to take sufficient steps to critically evaluate the validity and reliability of the information provided. 2) Not Specific to Researcher’s Needs In many cases, secondary data is not presented in a form that exactly meets the researcher‘s needs. Therefore, the researcher needs to rely on secondary data that is presented and classified in a way that is similar to their needs. 3) Incomplete Information In many cases, researchers find information that appears valuable and promising. The researcher may not get the full version of the research to gain the full value of the study. This is because many research suppliers offer free portions of their research and then charge expensive fees for their full reports. 4) Not Timely When using secondary research, one must exercise caution when using dated information from the past. With companies competing in fast changing industries, an out-of-date research reports many have little or no relevance to the current market situation.




Nestle is a market leader due to different reasons:  Its price is high against its competitors but it matches its quality with its competitors.  Nestle is using its brand name to promote its products & it‘s very popular as compared to its competitors.  Its packaging is good.  We can easily find Nestle from any retailer shop.  Due to its advertisement, Nestle attracts more customers & has very prosperous future if it continues to promote its products and bring all the possible innovational aspects using different product line strategies.  It has always maintained the quality of its products.  Despite of all the facts, there‘s need to maintain the condition of office and enhance the security.  Behavior of employees is not professional and every department should treat equally.

From our report it is concluded that nestle has a good reputation as a strong consumer brand. 66% of the consumers use Nestlé‘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. Nestle formulating a good strategy and they are trying to go for massmarketing.


BIBLOGRAPHY Books: • Kotler Philip (Eighth Edition) ―Marketing Management‖, Prentice Hall of India Ltd. • T.N.Chhabra (Fourth Edition) ―Marketing Management‖, Dhanpat Rai & Co.(Pvt.) Ltd. Magazines: • Advertising and marketing Magazine • The Economic Times – ―Brand Equity‖ • Company Literature • Business World • Business Today Website: • www.nestle.com • www.moneycontrol.com • www.iloveindia.com • www.shine.com • http://www.thetimes100.co.uk • http://www.deloitte.com/view/en_GX/global/services/consulting/enterpriseapplications/08645de9542fb110VgnVCM100000ba42f00aRCRD.htm • http://www.coursework.info/University/Business_and_Administrative_studies/Economics/ Microeconomics/PEST_Model_L61591.html • http://www.scribd.com/doc/21544545/Introduction-Nestle-Was-Founded-in-1866-byHenriNestle-And • http://kninn.blogspot.com/2010/06/recommendations-for-nestle.html


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