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Milkpak
Milkpak
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. Nestle Milkpak have a great share in the different multinational companies. It is statistically calculated that Nestle Milkpak have 50% share in the Nestle company and now Nestle become the leader of all multinational companies in food products and beverages. Nestle is operating in all big cities in Pakistan and try best to provide its Products to other small cities and towns. According to Pakistan Dairy Development Authority Only 0.52 Billion liters UHT and 0.5 Billion liters pasteurized milk is available in the country. In urban areas 4.7 Billion liters milk is provide by Gawalas. 1.27 Billion liters processed milk is sold by the milk shops. There is a potential of about 5 billion liters of milk sold in the urban areas. In urban areas people are more health and quality conscious, the income level of urban population is also good so this segment has potential for UHT and Pasteurized milk. Nestle is the world largest food company and nestle Milkpak is Nestls famous UHT milk brand. Nestle Milkpak has south Asias biggest Plant at Kabirwala. It is targeting upper and middle class. It is differentiating its brand by adding Iron and Vitamin C. The Nestle Milkpak is following growth strategy. The immense competition is going in the market; it is recommended that Nestle Milkpak should invest more in milk business and
2 other value added milk products. In this way Nestle Milkpak can fulfill the local demand by locally processed milk and milk products instead of the imported milk products. Nestle has brand recognition throughout the world and they can export milk powder and other value added products in future.
NESTLE
Nestle is the largest food company in the world. It is present in all five continents, has an annual turnover of 74.7 billion Swiss Frances. There are 509 factories are running in 83 countries, having 231,000 employs.
Company Mission
At Nestle, we believe that research can help us to make better food, so that people live a better life. Good food is the primary source of good health, so we are trying to make good food. To provide fresh and pure products to the customers, we introduced (SHE) Safety, Health and environment policy to protect health of our employs and keep clean our surrounding environment
Company Vision
Vision of Nestle Milkpak Company is to expand business according to the increasing demand of market. As per our company vision in 2020 production capacity of all plants working in Pakistan is being increased. So extension of Kabirwala Plant is the example of our company vision.
History Of Nestle
Our story begins in 1867, when Henry Nestle developed a baby formula that saved childs life and marked the beginning of Nestle. It is originally consisted of two companies and two products, Henry Nestle and His baby food in Vevey, and the Anglo Swiss Condensed Milk company and its condensed Milk in Cham, both in Switzerland.
His first factory was located in Vevey. In 1875, He sold His Company and retired. In 1880 second factory was built in bercher. In 1883, first time Nestle built a factory abroad, in Edlitz Grimmenstein. In 1890, Vevey factory produced 28 billion cans of Milk food and 2.2 million cans of condensed Milk. In 1912, Nestle begins it long relationship with South Asia when Nestle condensed Milk company start. In 1979, Milkpak Ltd. Is founded by Syed Baber Ali. It manufactures UHT Milk, Cream and Butter as well as fruit Juices.
Nestle In Pakistan
Nestle have been serving Pakistani consumers since 1988, when our parent company Switzerland based on Nestle first acquired share in Milkpak. Nestle acquires 40% share in Milkpak. In 1990, sheikhupura factory starts the production of Nido Milk Powder cereals; a plant is acquired at Kabirwala. 1n 1992, Nestle takes over the running of company and begins to develop its Milk collection network. In 1996 Milkpak is renamed to Nestle Milkpak Ltd. In 1997, the Kabirwala plant becomes a fully owned unit of Nestle Pakistan. 1n 1998, Nestle Milk collection system in Punjab matures and company is able to buy all its Milk from Formers instead of relying on contractors. In 2005, Nestle Milkpak Ltd. Is renamed again Nestle Pakistan.
Quality is the foundation of our food, nutrition, Health and Wellness Company. A Nestle brand name on product is a promise to the customers that : It is safe to consume. It complies with all relevant laws and regulation. Quality is to win consumers trust and preference. We are committed to offering products and services to all customers that meat their needs.
Quality is every bodys commitment. Our management takes the lead, sets the objectives and demonstrates its commitment towards quality. All Nestle functions across our value chain are fully responsible to follow mandatory norms. Quality is to strive for Zero defect and no waste. We focus on facts and results and we strive for Zero defect and excellence in every thing we do. We adopt No waste and we constantly look for competitiveness and opportunities for continuous improvement of the quality standards delivered to our customers. Quality is to Guarantee, food safety and full compliance. We enforce food safety, regulatory and quality requirements in every step of our value chain.
Nestle Milkpak
Launched in 1981, it has become synonymous with quality milk. Backed by a very strong brand name, aggressive marketing and distribution plans, consistent quality and availability through out the year, MILKPAK UHT has been extremely successful. In September 1999, MILKPAK UHT milk was launched as NESTLE MILKPAK UHT MILK. NESTLE MILKPAK UHT MILK is available in three pack sizes of 1000, 500 and 250 ml.
Dhood ki Qudrati Ghizayat Pure, nutritious goodness of Milk Pure, rich and delicious Nestle Milkpak standardized (UHT) benefits from Nestls expertise in bringing you the best life has to offer and benefits from 140 years of consumers trust.
Encourage your family to exercise regularly, eat a healthy, well balanced diet and drink pure, nutritious Milk for good health. Milk is a must drink for your children as it is a rich source of calcium that helps in the growth and development of strong bones and teeth. A 250ml Nestle Milkpak Glass consist of following things 27-30% of calcium, 15-18% of protein, 31-34% of phosphorous,6-9% of Vitamin A and 160-169 kCal of energy, as recommended dietary allowance by national Academy of Science (USA).
Enjoy Nestle Milkpak in four convenient sizes, depending on your family need. 1500ml, 1000ml, 500ml and single serve 250ml packing
Dynamic Expansion
Nestle Pakistan has being at the forefront of development of dairy sector in Pakistan as major industrial stake holder for a while .internal efforts and some initiatives with government have being going on since long in order to maximize the development of the sector .still, a need for sector wise coordination and combine efforts was there to ensure utilization of all available resources to move forward in the direction. Through the agric-services department nestle has being involved with various infrastructure and support related initiatives such as development of model farms, setup of milk chiller and import of Australian cow to boost milk production .nestle is also working towards setting up mega dairy farms to exemplify best farm practices and ways to boost mike production
Nestle Juices Nestle Nesvita Nestle yogurt Bottled Water Chocolate Baby Food Maggi noodles Nescafe
INTERNAL COMPETITORS
EXTERNAL COMPETITORS
DANONE MILUPA
COMPETITORS ADVANTAGES
We never compromise on quality and quantity Our extensive milk collection system ensures that the Milk you get is of the finest quality. Our products are available in every city and town
By committing to resources, both human and financial. Measuring the cost and benefits to business of its activities. Monitor progress. Audit results. Review targets.
8 Year Annual Production (million liters) Annual Consumption (million liters) 2008-09 => 648.43 353.71 2009-10 => 753.89 372.05
Weaknesses
Physically impossibility to have target market. There is weak marketing of Milkpak as there is no advertisement of Milkpak on
official website. Lack of awareness among the target market. It Dependency on others (govt. & sponsors) for the arrangement of events. 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. It is a main weakness of milkpak that there are different companies of milk but the
name of nestle milkpak is always stand in the last because of low advertising and marketing.
Opportunities
Increasing interest of people 31billion customers are there in Pakistan for milk. Upton now only 4 billion customers are being facilitated.27 billion customer markets is still available to be penetrated. Few and weak competitors Estimations of UHT Milk Production and Consumption up to 2008 09 Year Annual Production 2008-09 2009-10 => => 648.43 353.71 753.89 372.05
9 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
Major player may enter target market Legal and ethical issues. Market segment growth could attract new entrants. Economic slow down 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 consumer has already developed which is hard to change.
The second, Nestl milkpak, has two areas of activities that are as follows: Research and technological development,
10 Technical assistance Beside this, it provides know-how in engineering, marketing, production, organization, management and personnel training on a continuous basis. The third company is Nestl World Trade Corporation that oversees the import and export of merchandise worldwide.
Core competency and key success factors: Nestle have stronger distribution channels Financials of Nestle Milk pack
Q3 (Sep '08)
Annual (2007)
Net profit margin Operating margin EBITD margin Return on average assets Return on average equity Employees
Financials
Financials for September 2005 Description Values
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Raymond Franke Peter Wuethrich Zafar Hussain Shah Uzma Qaiser Butt
Head of Finance and Control, Secretary Head of Technical Head of Sales Head of Human Resources
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Country Business Manager (Water) Head of Supply Chain Head of Quality Assurance Product Unit Manager Beverages
Organization Structure
Area Managers
System Support
Event Management
Sales Associates
DS Leader
Product Segmentation
Manufacturers diversify products within each needs base to appeal to buyers with different tastes and wealth.
Customer Segmentation
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Customers are segmented based on their needs and product preferences. Segments grow or shrink over time as a product improve, become outdated or tastes changes.
Global Segmentation
Insurance firms and medical and legal practices also use product segmentation, and sometimes attempt to cover all the product space.
Acquisitions Details
Marketing channel,
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Financial
Investments, credit card usage and type, living expenses, and credit worthiness.
Demographic
Age, income, education, gender, marital status, and Number of kids.
Geographic
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Attitudinal
Product preferences, willingness to try other brands, price sensitivity, shop for convenience, Opinion of the company and the competition.
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FAB Analysis
Product strategy including a complete FAB analysis, product line and product depth analysis.
Product Characteristics expressed as
Feature
This feature
Advantage
what it does
Benefit
and how it helps the client.
essential for strong bones and teethes strong Improve vision and keeps skin and hair healthy Important for healthy bones and teeth Necessary for cell and tissue growth Stronger the bones it is good for bones.
strong bones and teethes Better eyesight and healthy skin and hair strong bones and teethes Proper growth of cell and tissues It full fill the daily nutrition requirement Stronger bones
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They will position our product as a high quality product consumer focused. Messages like They knows your taste better than us, Nestle Milkpak now at your door step; Add additional flavors to your life will help us portray our picture clearly and distinctly. Milkpak 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.
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Value pricing is not a matter of simply setting lower prices on ones products compared to competitors. A matter of reengineering the companys operations to become a low- cost producer without sacrificing quality, and lowering prices significantly to attract a large number of value-conscious customers.
Marketing Channels
These are the sets of the interdependent organizations involved in the process of making a product or service available for the use of consumption.
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They provide for the successive storage and movement of the physical products.
Channel Level
Manufacturer It is a two-level channel, milkpak has its own distributors which are suppose to deliver the milkpak to the wholesaler as well as the retailer,. Consumer Wholesaler & Retailer Distributor
Distribution Situation:
Company is using 2 channels for distribution of milkpak
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Retail Outlets (indirect channel) : There are many retail outlets in all over
pakistan, which provide every day consumable items to the consumers.. 80 percent of the milks sales would be through indirect channels.
Distribution
There are many authorized distributors of milkpak. Company has its own network of vans, which deliver the milk to all the retail outlets early morning. The number of vans operational in different cities and rather then this 135 local vans are also used to supply the milk in pakistan. Intermediaries: milkpak identifies the types of intermediaries available to carry on its channel works:
2. Stalls in BAZAAR
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The company also introducing stalls in Sunday Bazaar, Tuesday Bazaar and Friday Bazaar at different location of pakistan and especially to those areas where the sales volume of the milkpak would be low in order to encourage the consumer.
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Marketing strategies
Nestle is using 360 degree marketing. That is all employer of firm are marketing the values of firm to consumers. A person from finance department, and person from production department all are marketing for firm.
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Nestle is operating in a number of dairy products and milk allocation is first settled for other brand and then for milkpak.
Recommendations
Nestle must state in writing that it accepts that the international code and the subsequent relevant World Health Assembly Resolutions are minimum requirements for every country. Nestle must state in writing that it will make required changes to bring its Baby Food Marketing policy and practice into line with International Code and Resolutions. Marketing policy need to be change as far as bill board and TV commercial are concern. Enhance the milk collection procedure
Conclusion
Over all firms is doing its best but certain precaution need to be taken. Quality and processing of milk need to be change so that quality issue does not come. Firm has a strong financial position and highly sophisticated Research and Development program.
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