Nestle Pakistan

FULFILL COOKIES
Nestle Fulfill Cookies

 Our Product
 Mission & Vision
 About The Company
 Market Segmentation
 Target Market
 Marketing Mix
Our Product

Fulfill Cookies
Our product name is Fulfill Cookies which is prepare with pure and natural
ingredients.
it provides different and better taste and healthy ingredients
Nestle Fulfill Cookies

 Mission:
Make better food so that people live a better life.
Nestle Fulfill Cookies

 Vision
 To bring consumers foods that are safe, of high quality and provide optimal
nutrition to meet physiological needs. In addition to Nutrition, Health and
Wellness, Nestlé products bring consumers the vital ingredients of taste and
pleasure.
About the Company

 Nestlé Pakistan Ltd. is a subsidiary of Nestlé S.A., a company based in Vevey,

Switzerland. Today, millions of consumers across Pakistan mirror our emphasis
on nutrition, realizing that food choices impact their health and quality of life. Our
food processing company has been operating in Pakistan since 1988 under a joint
venture with Milk Pak Ltd, whose management we took over in 1992. For the last
several years, Nestlé Pakistan has been consistently placed among the top
companies of the Pakistan Stock Exchange.
Market Segmentation

 Effort to increase a company's precision marketing. We have done the

segmentation on the basis of the following variables:
 Geographic
 Demographic
 Psychographic
 Behavioral
Market Segmentation

 Geographic :
Divide Pakistan in different segments according
to areas, states, regions and markets. E.g. Faisalabad in D-Ground,
medina town.
 Demographic:
Divide people according to Age, Income, Social Class, Occupation and their
life cycle.
Market Segmentation

 Psychographic:
To analyze the psyche of the people of Pakistan we divide them in social class,
life style and personality .
 Behavioral:
Behavioral segmentation divides buyers into groups based on their
knowledge, attitude, uses or responses to products. In Faisalabad we see the
behaviors of people with the help of the questionnaire.
Target market

 Geographic:
 Cities:
 All major cities of Pakistan
 Density:
 Urban & Rural
 Climate:
 Hot and Dry
Target Market

 Demographic:
 Age: All age
 Gender:
 Male and Female
 Family life cycle:
 Married and Unmarried
 Education:
 School, Colleges and Universities
Target Market

 Psychographic:
 Social Class: Middle Class and Upper Class
 Behavioral:
 Occasions:
 Birthdays
 Parties,
 Sports and Regular Occasions
Positing Strategies

Positing Strategies:
Positioning is what the customer
believes about your product's value,
features, and benefits.
By benefits:
Through positioning we will tell our customer
how many benefits they can get from our
product.
Positing Strategies:

By use or application:

The different tastes from the ordinary Cookies. Use
it with tea or eat the simple cookie.
By user:
Every one who wants to have a
“different taste” may have it.
By product or service class:
It is positioned as a lower cost and healthier
alternative to the ordinary cookie, while it provides
better taste and healthy ingredients.
Positing Strategies

By price or quality:

Fulfill Cookies wants you to believe that their flavor
Cookies is of the highest quality Positioning is
what the customer believes
By Values:
We will also position our product on the basis
of customer values.
Marketing Mix 4ps

 Product
 Price
 Place
 Promotion
Marketing Mix 4ps

 Product:
Biscuits are a daily part of everyday life as people tend to have them at teatime
or any other part of the day as snacks. It is a product produced by Nestle Pakistan
and have its rich and unique taste.
Some of its variants available in consumer market are as follows-

 Fulfill Cashew-
It has a great taste with an abundance of nuts on its surface
Product

 Fulfill Nuts Cookies-

It has a crunchy and soft taste including a nutty experience. Cookies are
made with special ingredients like delightful almonds and goodness of cashew and
pistachios.
 Fulfill Butter-
It has a crunchy bite with a delightful aroma
 Fulfill Choco-Chip-
It is a flavorsome cookie that promises a bounty of chocolate with every bite.
Design & Packing
Design & Packing:
The color of our Cookie is the same as the flavor
we used in making the Cookie and we provide
the Cookies in a very attractive packing, just look
like it.
Ingredients
 Wheat Flour
The finest ground flour makes the base of our biscuits, whether soft and doughy, or crisp and airy.
 Skimmed Milk
The freshness of milk adds to the nutritional value of our biscuits.
 Fresh Eggs
The goodness of eggs packs a punch of flavor and health in each biscuit.
 Sugar
Our biscuits aren’t all work and no play! The subtle sweetness of sugar delights the palate and gives a
boost of energy
Competitors

Indirect competitor:
 Different cakes
 Biscuits
 Cookies
 Pastries
Competitors

 Substitute Competitors:
A substitute competitor is any competitor that fills the same buyer need you fill but fills it
in a different way. The substitute competitor of Fulfill Cookies are:
 Sooper Biscuits
 Peanut Pik
 Party
 Chocolicious
Place

 Products have a reach in both rural and urban parts of Pakistan

 Distribution Channels:
 Our distribution channels in Pakistan are :
 Bakeries
 Supper stores
 Departmental stores
 Marts and edible market stores.
 We mainly focus on the retailers & Bakeries because they are the only source
which delivers our product to the final consumer.
Place

 Fulfill cookies will easily available in

 grocery stores
 corner shops
 Supermarkets
 discount stores
 convenient stores
 institutional organizations like airlines, hotels and railways
Price

Pricing strategies:
We will adopt the following
pricing strategies to set the price
of our product:
Marketing Skimming
Cost-plus pricing Method
Price

Marketing Skimming:
Fulfill Cookies is using Price skimming strategy. It is a pricing
strategy in which a marketer sets a relatively high price for a
product or service at first, and then lowers the price over
time.
Cost-plus pricing Method:
A pricing method used by Fulfill Cookies because it is easy to
calculate & requires little information.
This method determines the cost of the product that used
direct cost, in-direct cost and fixed cost whether related
to the production OR sale of the product.
Price

 Our prices schedule:

 Price in Rs.
 Fulfill Cookies Ticky pack Rs. 5
 Fulfill Cookies Half roll Rs. 20
 Fulfill Cookies Family Pack Rs. 40
Promotion

FulFill Cookies Advertising Strategies

 Position the product:
"Because we are worth it."
Creating a stronger brand personality:
It will base on an upscale, character that people will
aspire to associate with.
Using the Internet / Web site:
FulFill Cookies have an internet asses and web site in future to target and sell
younger buyers, new buyers, before they have established
a product.
Promotion

Media Vehicle:
The print and electronic medium employed in an
advertising campaign used by FulFill Cookies is as follow:
ELECTRONIC MEDIA PRINT MEDIA
 TV Channels
 Radio
 News paper
 Magazines
 billboard
Promotion

FulFill Cookies on Media time:

We will advertise Delight Bread on TV 4 times in a
day and almost for a week in first 2 and half
months, and the add will go air in the prime time
broadcasting like Drama hours, it will also be
advertise daily in the mid of the KHABARNAMA.
Promotion

Promotional Material:
Point of sale (POS) Terminals:
FulFill Cookies has place different check out
counters in big general stores like
AL-FATEH
Participation in Trade Fairs and Exhibitions:
FulFill Cookies has stalls in the different Exhibitions held in
different schools, universities and cities. Where they sell
and tell the consumers about the product that is the
FulFill Cookies.
Promotion

Broachers and Leaflets:

FulFill Cookies has very attractive and appealing
broachers which FulFill Cookies have distributed with
the news papers and they have also placed it on
the cash counters in different stores. Plus,
FulFill Cookies is now having a man standing on the
entrance of big shopping malls in the city.
Banner & Hoardings:
FulFill Cookies has placed banners on different squares in
the city and they have the hoarding placed on the
malls and stalls in the exhibitions.
Swot Analysis

 Strengths
 Unmatched research and development capability
 Strong geographic presence
 Extensive Distribution Network
 Provide a wide range of Cookies
 Innovative advertisement
 Good quality and packaging
Swot Analysis

 Weaknesses
 Dependence on stores & Retailors
 Low penetration in Rural areas
Swot Analysis

 Opportunities
 Good market potential
 Targeting interior areas of Pakistan
 Transparency in material sourcing
 Launch of new flavors
 Rising in income level, Increase in purchasing power of consumer
Swot Analysis

 Threats
 Established and strong competitors
 Increased competition in the beverage and food industries
 Margin war among the major brands
 Local bakery Biscuits
 Tax and regulatory Structure