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Project Report
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NESTLE MILKPAK
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Table of Contents
Executive Summary 4
NESTLE 5
HISTORY OF NESTLE 5
COMPANY VISION 5
COMPANY MISSION 5
PRODUCTS 6
NESTLE IN PAKISTAN 6
NESTLE MILKPAK 6
COMPETITORS 7
Competitive Advantage 7
Demographics of Pakistan 8
Strenghts 13
Weaknesses 13
Opportunities………………………………………………………………………
13
Threats………………………………………………………………………………
13
· Geographic Segmentation 18
· Demographic Segmentation 18
Targeting 18
Situation Analysis 18
Awareness: 18
Market Trends 20
Market Potential 20
Strengths 20
WEAKNESSES 21
OPPORTUNITIES 21
THREATS 21
Positioning Strategy 22
Differentiation 22
Marketing Mix 22
PRODUCT 22
PRICE 22
PLACEMENT 23
Distribution Channels 23
PROMOTION 23
Marketing Strategy 23
Recommendations 23
BIBLIOGRAPHY 24
Executive Summary
Pakistan is an agricultural country. According to Ministry of Food, Agriculture and
livestock, agriculture accounts for 20.9 percent of the GDP. Dairy industry
contributes 49% to the agriculture value and 11% to the GDP. Annual production
of milk is 35.25 Billion liters in the country; But the Processed milk is only 4% of
the total production.
Like other countries Dairy is not a dedicated profession of the people, farmers is
associated with dairy and agriculture at the same time, Profitability for the farmers
is very less. Infrastructure is not developed, cooling tanks and other facilities are
not available, and the large part of milk production is wasted. There is a multi-
hierarchal distribution system of the milk; the farmers are not getting reward of
their work. All these factors are making this industry unattractive for the farmers
and the industry is no developing up to the mark.
Only 4% of the total milk production is processed and used in urban areas of the
country. According to Pakistan Dairy Development Authority
· Only 0.52 Billion liters UHT and 0.5 Billion liters pasteurized
milk is available in the country.
Nestle is the world largest food company and nestle MilkPak is Nestlé’s famous
UHT milk brand. Nestle Milkpak has south Asia’s biggest Plant at Kabirwala. It is
targeting upper and middle class. It is differentiating its brand by adding Iron and
Vitamin “C”.
Nestle
History Of Nestle
Company Vision
Company Mission
Products
• Bottled water
• Baby food
• Dairy products
• Breakfast cereals
• Nutrition
• Prepared food
Nestle In Pakistan
Ø Nestle have been serving Pakistani consumers since 1988 when the
parent company’ Switzerland based’ on Nestle first acquired share in
Milkpak.
Nestle Milkpak
The contents of the above said products have the following fruitful benefits for
health improvement of Human body.
Ø Calcium
Ø Protein
Ø Phosphorous
Ø Vitamin A
Competitors
Ø Haleeb Milk
Ø Olpers milk
Ø Good Milk
Competitive Advantage
Demographics of Pakistan
Age Structure
Literacy:
· Male: 60%
· Female: 40%
Cities Population
Karachi 15 Million
Lahore 9 Million
Rawalpindi 3 Million
Ø 43.4 percent of the total work force is from agriculture sector and it is the main source of livelihood for 66 percent of
the country’s population living in rural areas.
Ø Growth in the agriculture sector registered a sharp recovery in 2006-07 and grew by 5%.
Ø Contribution of the livestock sector to Pakistan’s GDP is at 11% while the processed milk sector contributes about 0.43
per cent.
Agriculture sector.
Our projections show increasing deficits in fresh milk production and increasing surpluses in UHT milk market in the run up to 2009-10, which
suggests that the industry should get ready to face challenges.
The analysis shows that Pakistan’s milk yields are very low, and even simple management of feed (proper timing, proper mix and so on) can
increase yield substantially. This requires intervention at two levels:
a) The farmers need to have better knowledge of feed management. This can be done by involving milk plants and provincial
livestock departments who can provide training and extension services to dairy farmers.
b) The feed industry needs to be developed substantially to provide better quality animal feed at affordable prices. Currently we do
not have sufficient supply of high quality nutrients and additives, especially in rural areas. A specific package needs to be developed
with the help of the government and in partnership with the private sector that would facilitate and encourage the development of a
modern feed industry. Further, the vast potential of using molasses as concentrate in animal feed also need to be taped.
Dairy Farmer
Gawala (Milkman)
Retailer
Milk Collector
Distributor/Retailer
Customer
Strenghts:
· Pakistan Dairy Industry is Cheaper than Austrai, America and other deveolped countries.
Weaknesses:
· Lack of education among the farmers is making it difficult to change farm and dairy management systems.
Veterinarians.
· Despite the huge volume of milk produced in Pakistan, processors find it hard to procure sufficient milk to meet future
consumer demand.
· Production of milk falls to 55% of peak production at its lowest point in mid-June.
· The demand increases 60% during June compared to December when the milk supply is ample.
Opportunities:
· There is an opportunity for companies to introduce value-added products like shrikhand, ice creams, paneer, khoya,
flavored milk, dairy sweets, etc.
· There is a phenomenal scope for innovations in product development, packaging and presentation.
Threats:
· Very low quality milk is provided by the milkmen to dairy farms which is a very big threat for the entire market.
· The shortage of milk providing animals is also a threat for entire milk industry.
Consumer
Gawala (Milkman)
De-creamer
Milk Collector
Dairy Farmer
Retailer
Strenghths:
· Demand profile:
Absolutely optimistic
Margins:
Tremendous with balancing equipment, you can keep on adding to your product line.
Presently, more than 80 per cent of milk produced is flowing into the unorganized sector, which requires proper
channelization.
· Technical manpower:
Weaknesses:
· Perishability:
Pasteurization has overcome this weakness partially. UHT gives milk long life. Surely, many new processes will follow
to improve milk quality and extend its shelf life.
Theoretically, there is little control over milk yield. However, increased awareness of developments like embryo
transplant, artificial insemination and properly managed animal husbandry practices, coupled with higher income to rural
milk producers should automatically lead to improvement in milk yields.
· Logistics of procurement:
Woes of bad roads and inadequate transportation facility make milk procurement problematic. But with the overall
economic improvement in India, these problems would also get solved.
· Problematic distribution:
Yes, all is not well with distribution. But then if ice creams can be sold virtually at every nook and corner, why can’t we
sell other dairy products too? Moreover, it is only a matter of time before we see the emergence of a cold chain linking
the producer to the refrigerator at the consumer’s home!
· Competition:
With so many newcomers entering this industry, competition is becoming tougher day by day. But then competition has
to be faced as a ground reality. The market is large enough for many to carve out their niche.
Opportunities:
"Failure is never final, and success never ending”. Dr Kurien bears out this statement perfectly. He entered the industry
when there were only threats. He met failure head-on, and now he clearly is an example of ‘never ending successes! If
dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped:
· Value addition:
There is a phenomenal scope for innovations in product development, packaging and presentation.
o Steps should be taken to introduce value-added products like shrikhand, ice creams, paneer,
khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence and flexibility in the
market place along with opportunities in the field of brand building.
o Addition of cultured products like yoghurt and cheese lend further strength - both in terms of
utilization of resources and presence in the market place.
o A lateral view opens up opportunities in milk proteins through casein, and other dietary proteins,
further opening up export opportunities.
o Yet another aspect can be the addition of infant foods, geriatric foods and nutritional.
· Export potential:
Efforts to exploit export potential are already on. Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle
East. Following the new GATT treaty, opportunities will increase tremendously for the export of agri-products in general
and dairy products in particular.
Threats:
Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the
harm that they are doing to producers and consumers should see a steady decline in their importance.
The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far outweigh ‘weaknesses’ and ‘threats’.
Strengths and opportunities are fundamental and weaknesses and threats are transitory. Any investment idea can do well
only when you have three essential ingredients: entrepreneurship (the ability to take risks), innovative approach (in
product lines and marketing) and values (of quality/ethics).
The Indian dairy industry, following its deli censing, has been attracting a large number of entrepreneurs. Their success in
dairying depends on factors such as an efficient yet economical procurement network, hygienic and cost-effective
processing facilities and innovativeness in the market place.
All that needs to be done is: to innovate, convert products into commercially exploitable ideas. All the time keep
reminding yourself: Benjamin Franklin discovered electricity, but it was the man who invented the meter that really made
the money.
· Geographic Segmentation:
Milkpak has segmented the market on the basis of Geographic segmentation and its target market is major populated
cities of pakistan
· Demographic Segmentation:
Nestle Milkpak is also segementing the market on the basis of Income level of the people. Three Income level has been
defined; Higher, middle and lower income classes.
Targeting
Ø Urabn areas of the country
Situation Analysis
Awareness:
Due to strong brand positioning and effective advertising, Milkpak has highest awareness level.
Milkpak 43
Haleeb 38
Olpers 9
Dairy Queen 7
Good Milk 2
Nurpur 1
Good Milk 1
Milk Pak 45
Dairy Queen 9
Haleeb 22
Olpers 17
Nur Pur 4
Others 2
The table shows that Milkpak has the highest market share due to its consistent quality.
Market Trends
• People are getting more quality and health conscious with the passage of time
• Due to impurities of Gawala milk, people are attracting towards processed milk
• Changing lifestyle
Market Potential
• Consumer often prefer branded food items for both quality and status reasons
• Per capita real GDP has increased at an average of 5.6 % per annum during the last three years
• This increase has led to a rise in average income of people and an increase in consumer spending.
Strengths:
Nestle has been serving the Pakistani consumers since 1988, and it has built a strong brand image due to its quality
products.
· Quality product:
Nestle Milkpak is known as the best UHT milk in Pakistan due to consistency in quality.
· Solid Financial position:
Nestle Milkpak’s annual turnover is Rs.30 Billion which provides it a financial edge over its competitors.
Nestle collects Milk directly form the farmers instead of relying on the contractors. And it distribution is also very strong.
In this way it has a complete control over its supply chain.
Weaknesses:
The target market of Nestle Milkpak is upper middle and high class because lower middle and poor class cannot afford to
buy UHT milk due to its premium price. This is the only weakness of Milkpak.
Opportunities:
The projected values of UHT Milk consumption and production are obtained from the ARIMA model.
• More people are coming towards processed milk because loose milk is dangerous for health due to a lot of
contamination.
• Growth of processed milk is increasing with 20% annually so Nestle Milkpak has the opportunity to capture a large
share of market.
Threats:
• 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.
Positioning Strategy
• Functional Positioning
“Jaan Banaoo”
Differentiation
Marketing Mix
Product:
• Quality Product
Nestle Milkpak has the largest market share due to its consistent quality.
• Product Lifecycle
Nestle Milkpak has been in the market for a very ling time and it is at maturity stage.
Price:
• Competition Based Pricing
Milkpak is holding a large share in the market due to its quality at same price as compared to competitors.
Placement:
Distribution Channels:
Milkpak is not sold directly to consumers and the complete distribution process is followed. It uses indirect channels for distribution
like:
ManufactureràDistributoràWholesaleràRetaileràConsumer
Promotion:
Promotion Mix
• Advertisement
• Public relations
Marketing Strategy
Nestle is pursing growth strategy. They have invested $ 70 billion at Kabirwala Plant and they are planning to invest $ 381 billion in the milk
business.
Recommendations
· The immense competition is going in the market so Nestle Milkpak should penetrate more and
more in the market.
· Only 4 % milk is being processed and 96% people are using loose milk so Nestle Milkpak has the
opportunity to capture a large share of the market through more creative advertising and other
promotional activities.
· Nestle Milkpak should invest more on research and development because customers using loose
milk are getting a lot of contaminations especially in urban areas so Nestle Milkpak can provide
awareness to people in this aspect.
Bibliography
Mr. Mustafa Zaidi: Joint Director Research and Development, Lahore Chamber of Commerce.
Dairy reports:
Websites:
http://www.google.com
http://www.wikipedia.com