(Assignment)

Of

(Advertising)

Program: BBA After 14 Years

Semester
3rd
Submitted to:Sir Nabeel Rafique
Submitted by: Sheraz Aslam
Roll No: MBBF19M (018)
 Topic
Marketing Planning of Nestle Ltd

Executive Summary

We are analyzing the marketing plan of Nestle which is an FMCGcompany. Our analysis of
Nestle will include the current market situation and strategic analysis of the company. We will
see the various strategies that can be used by them for improving their product. Nestle Has
been serving worldwide with its excellence in product safety,quality and value. It provides many
products which include dairy products, beverages, water, and infant dietetic and confectionery.
We Have taken NESTLE WATER for our project report.
Their aim is to provide customers with pure drinking water at suitable prices to make the product
as convenient as possible. According to their claim that they provide the best food throughout
the world. For Nestle Pure Life they adopted the societal and marketing concept.
Further we will explain the SWOT, SMART, IMC plan competitive analysis and all other strategy
use by them

Mission Statement
Nestle mission statement is “the world’s leading nutrition, health, and wellness
company. Our mission of “Good Food, Good Life” is to provide consumers with the best
tasting, most nutritious choices in a wide range of food and beverage categories and
eating occasions, from morning to night.” This statement indicates that Nestle ranks the
experiences of its customers at the top of its priorities. It has these major points:

1. Boosting health
2. Improving lives
3. Improving communities
For years, Nestle has been recognized for its diligence in ensuring that all the food
products that it produces comply with the minimum health standards and requirements.
The company does this to ensure that it keeps all the people protected from
contaminations while at the same time offering them quality foods to meet their needs.
Moreover, in the second point, Nestle recognizes that the physical, social and economic
stability of people comes first before other profiteering objectives. By doing this, Nestle
has constantly boosted the overall health of communities.

Vision Statement
Nestle vision statement is “to be a leading, competitive, Nutrition, Health and Wellness
Company delivering improved shareholder value by being a preferred corporate citizen,
preferred employer, preferred supplier selling preferred products.” Setting pace and
steering others in the right direction is what Nestle is good at based on this statement.
The following components relate to this statement.

Market Segmentation of Nestle on following bases:

❖ Geographic Segmentation
❖ Demographic Segmentation
❖ Psychographic Segmentation
❖ Behavioral Segmentation
Geographic Segmentation • Weather: Nescafe Ice: Summer Nescafe Classic:
Winter
Demographic Segmentation • Age: Lactogen: Lactogen 1 is for babies less than
7 months Lactogen 3 Is for babies below 12 months Cerelac: For under 1 year baby Nido: For
children of 2 year
Demographic Segmentation • Occupation: Nescafe Classic: For those who
work hard • Income: Nestle segmented their market based on customer's earnings in an
effective way
Psychographic Segmentation Lifestyle and personality: • Nestle provides
KIT KAT to these people who really want to enjoy chocolate. • Nescafe 3 in 1 is for
exclusively those customers who are really busy and do not have enough time.
Behavioral Segmentation Benefits: Cerelac For those customers who want
more benefits from the products Cerelac contains vitamin, mineral and all nutritious
elements for babies

Market needs:
Due to rapidly increasing the population and increased birth rate in Pakistan there is an
increase in the needs of healthy foods which nourishes the infants. .Good nutrition is
essential for the growth and development of an infant's first year of life. They required
appropriate food.
Market Growth Strategy of Nestle
Infant food and nutrition as a category will grow 10-12% and Nestle is well placed to
capture growth in this category because it is at the forefront of infant foods technology.
Nestle adopted two growth strategy
1-Product development.
2-Market penetration.

SWOT Analysis
1. Strengths: -Nestle includes a culture that is team focused and an open door policy
which encourages employees to work hard. -People all over the world trust and
recognize Nestle as a big brand name. It looks at achieving higher volumes by
renovating existing products and innovating new products.
2. Weaknesses: One major weakness of Nestle is that it is entering into markets that
are already mature and can give a tough competition to new entrants.
3. Opportunities Nestle in Pakistan has a great opportunity for expanding its markets
because in Pakistan there is a large market of food and beverages.
4.Threats: A threat for Nestle is the increasing popularity of its competitor OLPERS in
local and international markets. Nestle competes with other packaged foods companies
as well as store brands from retailers Nestlé’s major competitors are: ENGRO FOODS.
ELEVEN GLOBAL LTD.
Business Principles:
Nestlé is committed to the following Business Principles in all countries, taking into
account local legislation, cultural and religious practices:
1. Nutrition, Health and Wellness
Our core aim is to enhance the quality of consumers' lives every day, everywhere by
offering tastier and healthier food and beverage choices and encouraging a healthy
lifestyle. We express this via our corporate proposition Good Food, GoodLife. Nestlé
Nutritional Profiling System
2. Quality Assurance and product safety
Everywhere in the world, the Nestlé name represents a promise to the consumer that
the product is safe and of high standard. Nestlé Quality Policy
3. Consumer Communication
We are committed to responsible, reliable consumer communication that empowers
consumers to exercise their right to informed choice and promote healthier diets. We
respect consumer privacy. Nestlé Consumer CommunicationsPrinciples Nestlé Policy
and Instructions for Implementation of the WHO International Code of Marketing of
Breast-milk Substitutes
4. Human rights in our business activities
We fully support the United Nations Global Compact UNGC guiding principles on
human rights and labour and aim to provide an example of good human rights and
labour practices throughout our business activities. InternationalLabour Organisation
5. Leadership and personal responsibility
Our success is based on our people. We treat each other with respect and dignity and
expect everyone to promote a sense of personal responsibility. We recruitcompetent
and motivated people who respect our values, provide equalopportunities for their
development and advancement, protect their privacy anddo not tolerate any form of
harassment or discrimination. Nestlé Management And Leadership Principles and
Nestlé Code of Business Conduct
6. Safety and health at work
We are committed to preventing accidents, injuries and illness related to work,and to
protect employees, contractors and others involved along the value chain.Nestlé Policy
on Health and Safety at Work.
7. Supplier and customer relations
We require our suppliers, agents, subcontractors and their employees to demonstrate
honesty, integrity and fairness, and to adhere to our non-negotiable.
8. Agriculture and rural development
We contribute to improvements in agricultural production, the social and economic
status of farmers, rural communities and in production systems to make them more
environmentally sustainable. Nestlé Policy on Environmental sustainability.
9. Environmental sustainability
We commit ourselves to environmentally sustainable business practices. At all stages of
the product life cycle we strive to use natural resources efficiently,favour the use of
sustainably-managed renewable resources, and target zero waste. Nestlé Policy on
Environmental Sustainability.
10. Water
We are committed to the sustainable use of water and continuous improvement in water
management. We recognise that the world faces a growing water challenge and that
responsible management of the world's resources by all water users is an absolute
necessity. Nestlé Water reportNestlé continues to maintain its commitment to follow and
respect all applicable local laws in each of its markets.
Target Marketing
1. Undifferentiated: Nescafe 3 in 1 * Maggi noodles * Kit Kat
2. Differentiated:
• Koko Krunch, Nesquik: Chocolate milk who want to get taste of chocolate.
• Nescafe Ice: Cold coffee for the people in hot weather.
3. Concentrated: Nestlé specializes in producing baby foods
 Positioning Strategy
• Product Differentiation: Nestle brings a lot of products for target different customers. As
they provide 25 types of minerals in Nido for children.
• Channel Differentiation: Nestle reaches their products to the customers through their
expert market salesman and transportation. So that their products are much available to their
respective customers.
• Image differentiation: Nestlé’s logo is totally different from its competitors that are greatly
accepted by its customers.
• People differentiation: Nestle has a large number of employees that are highly educated
and trained.
• Service differentiation: better service for its respective customers from its competitors,
24 hours hotline service

Marketing Mix
❖ Product
❖ Price
❖ Promotion
❖ Place
Advertising
• Nestlé is doing the selective demand advertising that is intended to stimulate demand
for individual brands. In the advertisement of NPL the message is given that, There is
one water, which gives you hope, happiness and trust and that water is Nestlé Pure
Life. It is pure, safe, and healthy water.
• Slogan of NPL : JIYO! Kya yehi hai zindagi.
Advertising
❖ Sales Promotion:
❖ Public Relations:
❖ Publicity:

Conclusion
In conclusion it is safe to say that Nestle has a lot of positive attributes backingits larger
than life product portfolio and therefore the company has managed to sustain its
position in the list of the fortune five hundred companies. The Company through the use
of efficient management procedures,innovation,capital infusion and research and
development continues to expand its portfolio andalso serves as an example of not just
an exceptional food and nutrition providing company but also a real multinational
corporation. There are many lawsuits against the company and it is also generally
considered to be one of theworld‟s most boycotted companies and despite all of that the
revenues of the company have hardly slumped since its inception. That is a testament
to their value chain creation and streamlined processes that ensure that nestle becomes
a part of the livelihood of the people of the 130 countries it serves