GROUP MEMBERS

Topics to cover
►

►
► ►

Significant brand SWOT analysis ► Product market expansion grid ► Strategy for
launching new product ► Marketing strategy ► Action programs ► Projected budget

Current market situation

► ► ►

► ► ► ► ► ►

Control Market segmentation Positioning Marketing mix (product, price, place and
promotion) promotional mix Advertisement Public relation Sales and promotion Direct
marketing conclusion
Significant brand
► Nestle

ice cream that means a refreshing treat that every one loves ► The project is about
introduction of Nestle ice cream in Pakistan. “nestle ice cream” “just a magic”
Current market situation
► Nestlé

is the world's leading food company ► In recent years it has focused on becoming a
nutrition, health and wellness company.
► There

are small, medium and large manufacturers of ice cream in Pakistan as competitor.
Swot analysis Strengths
► Skilled

labor. ► Educated staff. ► Large number of offerings. ► Arrangement of events. ►

Good background of the company. ► Easy to approach outlets.
weakness
► Sometimes

our product runs out of market due to shortage of labor and stocks ► Lack of
awareness among the target market.  Dependency on government for arrangement of
events.
opportunities
► The

biggest opportunity would be considered geographically ► Increasing interest of

people ► Few and local competitors
Threats
► Market

segment growth could attract new entrants. ► Economic slow down can reduce demand.
► It requires a heavy investment to increase market growth or to capture market.
Product market expansion grid
► Low

cost operator / Renovation

► Innovation ► Product

reach”)

availability (“with in arms

► Communication
Strategy for launching the product:
Goals & objectives:
► CREATING

AWARENESS ► Capturing 60 % of target market within 1 year. ► Launching the product

in summers. ► Opening different outlets.
Marketing strategy:
ACTION PROGRAMS:
► We

will be acting for our operations by the following schedule. For the implementation
of the plan we have divided the tasks to the respective staff that will ensure the
implementation
Responsibilities of the Team:
► Marketing

Head ► Sales management ► The financial officer’s ► The process control officers ►
there are Further staff
Action Plan Timings
► All

the Task force will work keeping in view the following major activities. ► The
service is to be launched on 14th July 2009 ► The advertisement through cable and
our magazine will be started one week before the launch. ► The first issue of the
magazine will be distributed along with the English news papers on Sunday 24th of
June 2009
Projected budget:
► project

requires an estimated budget of about Rs: 125 million

control
► To

make sure that the whole marketing process runs smoothly we will be doing: ► Budget
Monitoring ► Updating Plan ► Measuring Objectives
Market segmentation
We have divided our market into geographic, demographic, psychographic and
behavioral segments. These segments will help us understand our market better

Geographic Segmentation :
We will be launching our product ( NESTLE ICE-CREAM ) initially at Lahore and
Karachi.
Demographic segmentation:
► The

demographic segmentation includes different variables ► It includes the age and

Gender and other statistics

Psychographics Segmentation:
Lower class, Middle class, Upper class
Behavioral Segmentation:
► This

segment includes people who are interested ► The People who are willing to buy ►
The People who are not interested in the concept
► Target

market:

► Our

target market would be mainly Lahore and Karachi first. ► And our main targets in
these two cities are youngsters of age 18-30.
Positioning:
► We

will position our product as a high quality product consumer focused. Messages like

► “Who ►

knows your taste better than us”, “Nestle ice-cream now at your door step”; “Add
additional flavors’ to your life”
Marketing mix: Product. Price. Placement. Promotion.
► Product
► Our

product is high in providing quality, taste and hygiene ► Our products will
include: ► range of flavors , Modifying our products, affordable prices,
appropriate ingredients
Actual Product
Our actual product consists of following attributes

name: The brand name NESTLE has a direct relation with food and beverages ►
Features: services like sending our representatives to the door steps ► Quality: we
provide are durable, healthy, fresh and long lasting ► Styling: Style and catchy
designs are the most important aspects of our product
► Brand
Variety: availability of large variety of flavors as compared to different brands
Price:
► Our

pricing is done considering Our marketing objectives The economic conditions of our
target market Pricing of our competitors The nature of our business
PLACE:
► We

will be placing our product by different channels to hit the target consumers
Promotion
► Our

promotional efforts will not only help attract the existing market but also create
interest in new groups of people specially youngsters
Promotional Mix:
Following tools will be used in our promotion: Advertising Public Relations Sales
Promotion Direct Marketing
Advertisement
Networks for advertise

Call cables Newspapers World wide web

Message Through Advertisement
► Using

AIDA model  Awareness  Interest  Desire  Actions

Channel Of Distribution
► Three

main channel  Tricycle  Retail and outlets  Nestle parlor

Competitors
► Main

competitors in Pakistan are 36

 Walls
 Yummy  Igloo  Hico  omore
Public Relations
► Build

good relations with customer ► Satisfy them ► Bring new opportunities to attract
customer ► Create good relationship
Sales Promotion
► By

giving special discount ► By special offer

Direct Marketing
► Important

entity in promotional mix ► Build customer relation ► Advertisement through mails

conclusion
Nestle is the world leading food company since many decades ago. it has been
associated with providing high quality consumer and customers focus products .our
company nestle will be focus on becoming the no 1 company in nutritious health and
wellness company.
Thanks