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PRINCIPLES OF MARKETING

REPORT ON MARKET STREGITY OF

NESTLE NESVITA

SUBMITTED TO

SIR BILAL AMAN

7 TH SEPTEMBER 2009

RESEARCH AND COMPILED BY

TAHIR ALTAF

ATUFA MERAJ

ZAEEM AHMED

SYED FAIZAN

NADEEM AHMED

TAUQEER ALI
PRODUCT NAME
HISTORY
Nestle Pakistan Limited is a Pakistan- based food and beverages
company. The Company is engaged in manufacturing, processing and
sale of food products.

Nestle has been serving Pakistani consumers since 1988, when their
parent company, the Swiveled-based Nestle SA. First acquired a share
in Milkpak Ltd. Nestle Pakistan Limited is registered on the Karachi and
Lahore stock exchanges; for the past five years and has been declared
one of the top 25 companies on the Karachi Stock Exchange by 2014.
Nestle Pakistan aims to be a Rs. 100 billion company. Nestle s a human
company and offers tremendous opportunities for career growth and
learning at domestic and international levels. With over 8000 brands
preferred for their good quality, taste and health benefits. Nestle is the
number one food company in the world.

Nestle is leading the change in the food industry as it is also the leading
food company in terms of having the largest set up of research and
development in food science and nutrition. They are uniquely positioned
to provide products that help consumers live a good life. Many Nestle
brands have benefited from the active ingredients developed by Nestle
research and with over 130 years of expertise, consumers know they are
getting the best in quality when they choose a Nestle brand.
Happy and healthy consumers are at the heart of what they do. Their
philosophy is summed up in the phrase "Good Food, Good Life: and they
remain committed to help consumers choose better tasting and healthier
products to help them enjoy happier, healthier lives.
ABOUT THE PRODUCT

In today’s world there are many diseases causing deadly ailments such as
heart failure and Sugar, the rate of the former is high and the reason is high
cholesterol as mentioned above. High cholesterol is due to the
consumption of high fat food items like oil, milk etc

To improve the quality of life one should avoid fat food items, considering
this view our FMCG companies started producing low fat food items. Nestle
is also doing the same in its dairy products they have introduced high
calcium low fat milk with their brand of Nesvita.

If you are set for an active and healthy lifestyle then you needs to get the
strength your bones need & the smartness you desire with NESTLÉ
NESVITA Milk as its high in Calcium and low in fat. With 50% more
Calcium than regular milk NESTLÉ NESVITA locks the Calcium in your
bones making them strong and healthy. This is because it contains CALCI-
LOCK, a special combination of Calcium, Vitamin D and other essential
vitamins and minerals.
TARGET MARKET
Nestlé’s Nesvita milk is for such a segment of the markets that are health
conscious and want to lead a healthy lifestyle; they have specially targeted
the women of today who is either a working woman or a married woman.
Nesvita believes that all the women folks should be strong as they have to
look after the elders of the family, and their offspring’s too. They are the
ones who need to consume this high calcium low fat milk the most, as the
disease of osteoporoses that speeds up the process of the natural loss of
calcium in the bones causing them to become weak and fragile, leading to
loss of height, curved spines, and bone fractures, especially in women.
Therefore to protect women from this disease consumption of Nestles
Nesvita is essential.

Demographic segmentation

Nestlé’s Nesvita is meant for all the users in higher upper or middle class
families being positioned as a brand for moderate income earners also.
Due to the income factor involved it can be said that Nestlé’s Nesvita milk
targets specially those women who are health conscious and concerned
about their weight and health, as they have to look after their children, their
elders and themselves.

Psychographic segmentation

On the basis of psychographics, factors such as personality traits, lifestyles


and values, the marketers at Nestlé’s Nesvita have segmented the market
more towards health conscious women. The ads for Nesvita show a
women who want to be successful, having high aims. Both the ads narrate
the same.

Once this segment of customers was identified for Nesvita the brand was
positioned in the minds of customers through various promotional
strategies. Following are the promotional strategies used by this brand to
maintain its name in the market in competition with other brands offering
High Calcium Low Fat milk.

Market position
Nestle Nesvita makes a distinct position in the mind of the consumer by
using a sentence like “Bones Strong Tou Mein Strong! “Means healthy
lifestyle is the main image that nestle creates in the mind of the customers.
Nesvita position as strength for the women its low fat and full of calcium
milk. It full fills the requirement of calcium in your body. So Nestle position
its brand Nesvita in market as healthier milk and special strength for
women and those people who are health conscious. If you are set for an
active and healthy lifestyle then you need to get the strength your bones
need & the smartness you desire with NESVITA Milk & Yogurt as it's high
in Calcium and low in fat.
With 50% more Calcium than regular milk & yogurt, NESVITA locks the
Calcium in your bones making them strong and healthy. This is because it
contains CALCI-LOCK, a special combination of Calcium, Vitamin D and
other essential vitamins and minerals.

PRODUCT
NAME
Nestle Nesvita
SLOGAN
“Bone Strong Tou Mein Strong.”

Nestle is the world’s largest food company producing 10,000 food items

which have captured a large part of market share and is growing big time.

Nestle has a unique name in production of milk due to presence of large no

of competitors the Nestle milk pack suffer from a decline how ever it was

the strategy to defeat the competitors so Nestle re launched its product in

market because it the requirement of the market and time to introduce a

new trend in market.

SIZES

1 Liter (Milk)
200 ml (Milk)
450 gm (yogurt)

INGREDIENTS
CALCIUM 27-30%
PROTEN 15-18%
POSPHORUS 31-34%
VITAMIN A 6-9%
ENERGY 160-169 K CAL

PROMOTION
Advertising

All advertisement used by Nestle Nesvita highlight that over the years, food
products have evolved from mere commodities to a statement of lifestyle,
as consumers get more health and quality conscious, consumer
empowerment surges. They say that if you are set for an active and healthy
lifestyles then you need to get the strength your bones need & the
smartness you desire with NESTLÉ NESVITA Milk as its high in Calcium
and low in fat.

Broadcast ads

Nestle Nesvita has captured the women of today both being working our
housewife’s, the need to have stronger bones and consume more calcium
more than anybody else. They believe that kids can bloom and bosom
more if their parents especially mothers are strong, their parenting will lead
these children to be smarter healthier kids. Two Tvc’s are used so far by
Nestle nesvita for the promotion of their brand.

In one of the TV Commercial a housewife is shown, she first locks up her


jewelry box which contains valuable jewels; she then locks the door for the
safety of the house.

In the end the husband asks her if they could now leave(ab chalein sab
lock hogaia) she then asks him that can I put the calci lock ? (calci Lock
laga Loon) and then she consumes a glass of nestle nesvita as her body is
more valuable then any jewel and for the safety of her health and to have a
fit body she needs to put up that Cacli lock.With 50% more Calcium than
regular milk NESTLÉ NESVITA locks the Calcium in your bones making
them strong and healthy. This is because it contains CALCI-LOCK, a
special combination of Calcium, Vitamin D and other essential vitamins and
minerals.

Print Ad’s

Following are the different print ads used by nestle Nesvita in different
news papers
All the ads emphasize that consumption of two glasses makes your bones
strong and healthier “2 glass rozana bones strong aur tawana”,
consumption of two glasses of milk will keep your bones strong and you
feel energetic. The lock encircling the bone is a cacli lock, calcium that
locks your bones strongly and prevents it from becoming fragile and weak.

This ad highlights the fact that every body has a right to feel fit and stylish
“style bina din guzara naii jataa” if once your body is fit your bones strong
you will automatically look like a stylish person. The figure of a girl and that
of the bone are shown similar and this style can only be adopted by you
through consumption of nestle Nesvita.Emphasis is given more on the
female body figure as their marketing campaign gives the message that the
working women of today has to be strong as she has to look after herself
and her family .

Sponsored T.V. Shows

Nestle Nesvita is sponsoring “ARY’s morning show”, there is a Nestle


Nesvita’s super fit segment where a female is teaching different exercises
and giving tips to become fit.This attracts that segment of people who
exercise at that time to consume Nesvita so as to become strong along
with fitness.

Pricing

In case of Nesvita, the prices are quoted on the base of cost of

Ingredients as well as other operational costs like processing, weighing

Packaging and logistics.

Psychological pricing

For Nesvita the psychological pricing is also used, i-e high

Prices are quoted, which reflect product positioning, as “high price for high

Quality”.
Price Structure:

(Consumer price)

20 ml Rs. 20 (Milk)

1000 ml Rs. 65 (Milk)

450gm Rs. 38 (Yogurt)

Placement
• This product is distributed through authorized distributors, who are

selected on a tough criteria, i-e qualification, previous experience of

the same field, distributor’s storage place which should be neat, clean

and up to the mark, his motor vehicle etc.

• Proper planning by following demand and supply rule carries out

distribution. Also the distribution strategy of the competitors is

considered.

• Inventory level of Milk in the godowns of the distributors is always

kept more than demand so as to fulfill the demand of potential

customers.

• Nesvita is distributed to all the “A” class superstores of high

traffic markets of posh areas. For example in case of Karachi the areas

of high availability are Makro, Mettro, and super stores and general store.