NESTLE’S SLIM MILK
Submitted to: Dr. Neelam Kinra
Group-10: Ameya Kelkar (PGP25006) Geya (PGP25043) Saurabh Kamble (PGP25212) Souvick Paul (PGP25102) Sulabh Sharma (PGP25052) Swapnil Thakre (PGP25160)
raita. beverages. and. These brands include different types of milk and dahi. Nestle has around 6000 brands throughout the world. Nestle India is a subsidiary of Nestle S. It is headquartered in Vevey. Nestle has different brands in the categories of bottled water. The company has expanded a big way since its inception by acquisitions. chocolates and confectionary. It goes through ultra heat treatment to provide bacteria free milk.A. dairy whitener.
Nestle has 11 brands in India pertaining to the division-milk products and nutrition. It is headquartered at Gurgaon and takes care of all the activities of the South Asia region which includes India. The company operates in 86 countries of which India forms a part . The company started off when Henri Nestle wanted to provide a formula for infants which would act as food for them. Nestle operates in four categories in India which are milk products and nutrition. Srilanka and Bangladesh.45 per litre. Not all brands of Nestle are available in India. even they can be as slim as the picture shown on the pack. drinks.Company background
Nestle is the largest nutrition and foods company in the world. It originated as a result of a merger in 1905 of the Anglo Swiss milk company and the Farine Lactee Henri Nestle company. which is one of the most well known brands of Nestle in India was acquired. Switzerland. It has an attractive packing which shows a slim waist. of Switzerland. pet care.
. One good thing about the product is that it can be consumed directly from the pack and has a shelf life of 120 days without refrigeration. yoghurt and condensed milk. This conveys to the consumer that if this milk is consumed. ghee. The product on which we intend to work is Nestle Slim milk. products in the kitchen and breakfast cereals in addition to the categories available in India. prepared dishes and cooking aids. The tetra pack is sold at Rs. But once opened it must be refrigerated. It has seven factories throughout the country which manufacture its brands. ice cream. Infact “Maggi”.On a world wide scale. Nestle slim milk is said to have a fat content of less than 5% and thus helps prevent accumulation of cholesterol and stay healthy.
The product talks about the technology involved i. The product speaks about the high quality and safety.5%.e. “NESTLÉ Slim Milk goes through Ultra Heat Treatment to provide bacteria-free milk to its consumers. and also that it has very less fat content as compared to the other brands in the market.” The company also mentions that the product goes through stringent quality checks and can be consumed straight from the pack as no boiling is required. prospects. It is about the strengths and weaknesses of the product from the customers’ perspective and an understanding of how different customer groups perceive the product differently from the competitors’ brands. “NESTLÉ Slim Milk ensures high quality and safety.” This shows that Nestle Slim Milk has highlighted the health aspect and has thus positioned itself in the health conscious segment of customers. This can be taken as the positioning of the brand among the group of working people who normally are in a hurry and don’t really want to spend much time in boiling the milk and consume it directly from the pack. the product helps in satisfying customer’s desire of looking slim. the Ultra Heat Treatment which provides bacteria-free milk to its consumers. NESTLÉ Slim Milk has a fat content of less than 0. This is a minor distinguishing feature which is offered by most of the other brands as well. Thus the product also involves some preemptive positioning which is based on a generic feature that the competitors may not have talked about.Positioning of the product
Brand Positioning is the standing of a brand in comparison with its competitors in the minds of customers. The most important point that Nestle’s TV advertisement focuses on is the health benefit to the customers i.e. and other stakeholders.
. Thus there is the benefit positioning involved in the ad campaign.
These categories although not strictly in 0. Mother’s Dairy ‘b-Activ lassi’ Nutri-fit probiotic milk Yakult-Danone probiotic drink Various local players. Health Beverages. Amrit food may launch their own various health variants in regional major cities. state co-operatives like Karnataka Cooperative Milk Producers’ Federation Limited (KMF). Gopaljee group. Tirumala Milk Products (P) Ltd.
.5% fat percentage.Target Market and Competition
Target Market: Slim Milk has only 0. Hence a major target segments are: People looking to control cholesterol level Obese people Gym-going people High end buyers who want pure bacteria-free milk Competition: Direct product category competitors: Amul Lite Slim-n-Trim milk Mother’ dairy Skimmed Milk Skimmed Uht Milk –Amrit food products Skim Milk-Continental Milkose India
Slim Milk faces competition from close substitutes like Double toned milk ( which has min 3% fat). Fortified milk .5% fat category do target the same market segments as above.Mil based sports drinks and pro-biotic drinks.
Following are the print and TV ads from which we can derive the communication objective .Current Promotional Strategy
As of now there are two TV ads and one print ad promoting Nestle Slim Milk. baseline and communication hierarchy for the produce “Nestle Slim Milk”.
Figure 1: Print ad
Figure 2: TV ad1
Figure 3: TV ad2
it targets all health conscious people stating” Dil Ki Awaaz Hain”. Communication Objective – Awareness of Slim milk Baseline: Dil ki Awaaz Hain Communication Hierarchy – Learn Do Feel
. The commercial creates the awareness and expects the consumers to accept the Nestle Slim Milk and feel the difference in their desire to stay beautiful and healthy.TV ad links: http://www. eat healthy foods then you should also try Nestle Slim Milk as it is specifically designed for you.nestle.htm The TV commercials of Nestle Slim Milk basically show that everyone engages in a healthy routine to stay beautiful and healthy.in/images/tvchtm/slim%20milk%20&%20slim%20Dahi02. It creates awareness amongst the customers that if you can do so many things like exercise. morning walks.htm http://www. Basically.in/images/tvchtm/slim%20milk%20&%20slim%20Dahi01.nestle.
Nestel slim milk in the healthy milk category can be positioned against competing brands on a perceptual map. At the moment Nestle is associated with chocolate but the Nestlè brand is so many other things as well.
. The public doesn’t know that Nestle has so many products that fit into that category and about the work that Nestle is doing in the community to educate people on nutrition.Is repositioning of brand required?
Nestlè is positioning itself as a nutrition.
Figure 4: A forum that compares Nestle’s slim milk and Amul taaza milk. health and wellbeing company. A perceptual map defines the market in terms of the way buyers perceive key characteristics of competing products. Nestle slim milk is the product aimed at this category.
Figure 5: Brand positioning
Nestle currently positions itself as in the high quality and high price segment which puts itself as a premium brand. Thus Nestle slim milk is seen more as a cowboy brand.
Figure 6: Perceived positioning
. Amul’s taaza milk is still considered as higher quality and available at the lower price.
The reasons for this are: High price premium charged by Nestle compared to competitive brands. Currently Nestle is perceived as a chocolate company more than a health company. Amul has focused on health since the beginning and continues to position itself as a health company Thus. Nestle slim milk requires a repositioning.