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I express my sincere gratitude to my mentor and guide. . Miss Duria Hassan who always provided me with necessary inputs.Acknowledgment I hereby take this opportunity to thank Institute of business and technology (BIZTEK) for providing me an opportunity to do a research project on Nestle Milkpak. He provided me access to different domains of knowledge from where I collected inputs for this project. guidance and direction to carry out this project.
RESEARCH PLAN: • Data source: Primary data Secondary data • Research approaches: Survey has been conducted to gather the primary data.TABLE OF CONTENT: PURPOSE OF THIS REPORT: This report is to give a slight insight about what customers really wants about Milkpak People prefer Nestle Milkpak What should be the future trend Is there any threat to the industry On the basis of survey conducted various findings and conclusion have been explained after analysis. • Research instrument: Questionnaire .
coffee. Nestle Everyday. confectionery. processes and sells food products and ancillary equipment. The major brands include Milkpak UHT. beverages and drinking water. infant nutrition and culinary products. The food products include dairy. . Lactogen and Nescafe.DESIGN OF QUESTIONNAIRE: Designed in a structured manner keeping in mind all the basic steps for construction of a questionnaire Sample size: 50 People from thefollowing areas Makro Tariq road LITERATURE REVIEW: Introduction to Nestlé Pakistan and Milkpak Nestlé Pakistan Limited (NPL). formerly known as Nestlé Milkpak Limited is a company that manufactures.
and the number of small farmers selling milk to Nestlé tripled. Between 1988 and 1992. It was a simple solution.000 farmers. Its first real competition came in the form of Haleeb. Switzerland-based Nestlé SA. with full support from the Nestlé headquarters in Switzerland. In 2008 the market share of Nestlé Pakistan in the dairy milk category has been estimated at 40 percent. Nestlé's purchase of fresh milk had quadrupled. acquired a share in Milkpak Ltd and immediately began investing in milk cooling tanks. However Milkpak’s “Milk Packs” were very well-received and the brand soon became synonymous with quality milk. reorganisation of the milk collection operation and the provision of agricultural technical assistance became top priorities. The supply chain involved collecting milk from rural areas across Punjab. 1992 onwards. which introduced distinctively blue tetra packs to the market in 1986. Then in 1988. the company purchased 120 tons of milk a day from 26. The investment paid off. processing the milk through UHT (Ultra-High Temperature Processing) treatment. By 1988. Within a decade. but difficult in practice: importing the stainless steel chilled containers required was prohibitively expensive. 100 milk tanks were installed. in 1981 and originated the packaged milk category by which they pioneered tetra pack milk in Pakistan. Brand Image of and Consumers’ Attitude towards Milkpak .Milkpak was first introduced in the market by Milkpak Ltd. and selling it to consumers in uniquely colored triangular and rectangular packs designed to prolong the milk’s quality.
The Consumers consider Nestle as the best quality product manufacturer and the same is reflected in the introduction and launch of Nestle MilkPak. It established its brand image very soon and many other organizations later followed the same pattern to introduce their brands in the same market which has now become fiercely competitive. MilkPak is maintaining its quality image and has been voted as the best brand on the attribute of Quality. Engro Foods. Affordability has been graded as last by consumer voting indicating consumers’ sensitivity to frequent upward pricing of essential commodities. had only recently been established by Engro—a traditional giant in . Familiarity has been rated as the second most sought after feature and indicates the superior quality of marketing and promotional communications which are more directed towards consumers’ awareness of the benefits of packaged milk. in contrast. Brands like Milk Pak (owned by Nestle) and Haleeb Milk (from Haleeb Foods) had led the dairy market in the world’s fourth largest milk producing country for nearly two decades—without any real sustained competition. Availability has been rated as third in the sequence and definitely indicates potential for improvement.
Yet. and professed to have the "naturally thickest" milk. and selling it to consumers in uniquely colored triangular and rectangular packs designed to prolong the milk’s quality. the dairy milk category was growing at 20 percent annually. With the market dominated by two strong. the dairy milk category was growing at 20 percent annually. natural and healthy milk. however. Milk Pak was identified by its green and white packaging—the colors of the country—and offered a brand backed with the strong equity of Nestle. The critics had to grudgingly accept that the new entrant to the multi-billion rupee packaged milk category meant business. however. By 2006. chemical-laden. Branding experts could not imagine how Olper’s could distance itself from its parent company’s incredibly unappetizing. Milk Pak. the marketplace appeared completely impervious to newcomers. By 2006. which introduced distinctively blue tetra packs to the market in 1986. coupled with its own traditional heritage. processing the milk through UHT (UltraHigh Temperature Processing) treatment.1 billion (approximately US$ 15 million) and in 2008. which pioneered tetra pack milk in Pakistan. the brand has a market share of close to 22 percent—second only to Milk Pak (estimated at 40 percent). Its first real competition came in the form of Haleeb. and Milk Pak and Haleeb were well-entrenched brands with distinctive colors and brand promises of providing high quality. familiar. Milk Pak’s “Milk Packs” were very well-received and the brand soon became synonymous with quality milk. Milk Pak. sales for Olper’s Milk had reached Rs. and non-edible roots. Haleeb was recognized as the blue brand. The packaged milk category was originated in 1981 by (quaintly named) Milk Pak. by the end of 2006. and widely respected brands.Pakistan's chemical and fertilizer (yes. further grew in stature when Nestle used it to break into Pakistan's marketplace. The supply chain involved collecting milk from rural areas across Punjab. further grew in stature when Nestle used it to break into Pakistan's marketplace. and Milk Pak and Haleeb were well-entrenched brands with distinctive colors .chemical and fertilizer) industry.
familiar. Do you buy open milk or tetra pack? o Open milk o Tetra pack milk o Combination of both 24% 28% OPEN MILK TETRA PACK MILK COMBINATION OF BOTH 48% This shows that out of 50 sample size half of the people like tetra milk 2. and professed to have the "naturally thickest" milk. natural and healthy milk. If you buy tetra milk then do you prefer Nestle MilkPak? . Haleeb was recognized as the blue brand. Milk Pak was identified by its green and white packaging—the colors of the country—and offered a brand backed with the strong equity of Nestle. RESEARCH RESULTS: 1.and brand promises of providing high quality. coupled with its own traditional heritage. With the market dominated by two strong. the marketplace appeared completely impervious to newcomers. and widely respected brands.
3.o Yes o No o Up to some extent 17% YES NO 23% 60% UP TO SOME EXTENT This shows that 60% of people like MilkPak who use tetra milk pack. Is there a need of improvement in MilkPak? o Yes . Are you satisfied with MilkPak quality? o Yes o No 9% YES NO 91% This shows that 69% of people are satisfied from MilkPak quality 4.
Is the price of Milk Pak reasonable? o Yes o No . Is the taste of MilkPak good as compared to other tetra pack milk? 0% 23% 31% very bad Bad Moderate Good Very Good 46% This shows that taste of good milk is better than the other tetra milk.o No 9% YES NO 91% This shows that few people want improvement in MilkPak 5. 6.
14% YES NO 86% This shows that price of MilkPak is reasonable and people are willing to buy on this price. 7. Is MilkPak is easily available to you? o Yes o No 14% YES NO 86% This show that Milkpak is easily available in market 8. Which tetra pack you will buy if MilkPak is not available to you? .
. It is renowned for its quality and being the pioneer of safe and good quality milk. It has a good image among the consumers. It is selling well. They also should be careful and not underestimate Olper’s as it has managed to provide stiff competition to MilkPak and Haleeb who are well established even though it was launched some time back.o Olper’s o Haleeb o o Good milk ANY . The marketing of it is also being done quite well so there is no such need for Nestlé to do anything else. Please specify______________________ 14% 14% 41% OLPER'S HALEEB GOOD MILK ANY OTHER 31% This shows that people most like Olper’s in absent of MilkPak CONCLUSION: From our research we draw the conclusion that overall Nestlé MilkPak is doing quite well in the market.
aspx http://www.com/2008/survey-nestle-milkpak.pk/brands/nestle-milkpack.brandsaward.scribd.com .google.html www.nestle.scribd.asp?pf_id=445 http://www.com/doc/13352395/MBA-Marketing-ProjectReport-on-Westside?autodown=doc Search engine used www.com/doc/10125783/Marketing-Research-Reporton-Watch-industry?autodown=ppt http://www.brandchannel.com/features_effect.BIBLIOGRAPHY: http://www.
APPENDIX: QUESTIONNAIRE PREFERENCE OF NESTLE MILKPAK 1. If you buy tetra milk then do you prefer Nestle Milk Pak? o Yes o No o Up to some extent 3. Do you buy open milk or tetra pack? o Open milk o Tetra pack milk o Combination of both 2. Are you satisfied with Milk Pak quality? o Yes o No .
Is there a need of improvement in Milk Pak? o Yes o No 5. Is the taste of MilkPak is good as compared to other tetra milk pack? o o o o o Very bad Bad Moderate Good Very good 6. Please specify______________________ o Haleeb o o . Is the price of Milk Pak reasonable? o Yes o No 7. Which tetra pack you will buy if Milk Pak is not available o to you? Olper’s Good milk ANY . Is Milk Pak is easily available to you? o Yes o No 8.4.
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