Marketing Management II

Nestle Alpino

OBJECTIVE & METHODOLOGY

To study the current marketing strategy of Nestle Alpino and
come out with suitable recommendations.
METHODOLOGY

Collecting data from various Primary and

Secondary sources
Studying the marketing mix of Nestle Alpino
Scanning the major challenges being faced
Developing an effective marketing strategy
Formulating a plan of action for the proposed
strategy

METHODOLOGY
Primary
Sources
Secondar
y Sources

Customer Survey
Interviewing various
intermediaries
Insights from company official
Observational Research Covert
and Overt

Companys annual report

Industry Reports - Registrar of
Companies

SCOPE
Position
Alpino as
Loves little
helper
Effectively
communicate
the unique
concept
through IMC

Differentiate
Alpino from
Ferrero
Rocher
Increase the
efficiency of
the
distribution
network

PROPOSED STRATEGY
Reposition Alpino as an Affordable
Premium
Develop it distinctively from Ferrero
Rocher
Effectively communicate concept to
consumers
Increase Pan India reach of Alpino

IMPLEMENTATION
ShortTerm
LongTerm

Make sales persons communicate the concept

of Alpino
Exclusive shelf space for Alpino from other
Nestle chocolates
New points of purchase
Integrated radio-internet-social media
campaigns
Region-wise trade promotion schemes

Introduce variants
Expand reach to untapped markets
Improve cold storage facilities

TAKE AWAYS
Challenges faced in a new product launch
Price of a product must match its Perceived Value
Promotional Campaigns must be in accordance with
Positioning of the product
Repercussions faced due to issues in Product features and
Placing

Choosing the right Distribution Channels and providing

them with incentives to push sales

THANK YOU