-Nestle-1 FUL Project Report

7/24/2019 -Nestle-1 FUL Project Report

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CONTENTSEXECUTIVE SUMMARY..................................................................................................3

HISTORY....................................................................................................................... 4

MISSION STATEMENT..................................................................................................5

NESTLE BUSINESS OBJECTIVES................................................................................5

NESTLE PRODUCTS.....................................................................................................5

CUSTOMER ORIENTATION.......................................................................................... 5

MARKETING ENVIRONMENT........................................................................................5

NESTLS MICROENVIRONMENT.............................................................................5

NESTLS MACRO ENVIRONMENT...........................................................................5

MARKETING OFFERING...............................................................................................5

EFFECT OF EXTERNAL ENVIRONMENT ON NESTLE DELICIOUS JAM........................5

MARKETING RESEARCH AND MARKETING INFORMATION.........................................5

OBSERVATION.......................................................................................................... 5

EXPERIMENT............................................................................................................5

SURVEY....................................................................................................................5

MARKETING STRATEGY............................................................................................... 5

MARKET SEGMENTATION............................................................................................5

GEOGRAPHICAL SEGMENTATION............................................................................ 5

DEMOGRAPHICAL SEGMENTATION.........................................................................5

TARGET MARGET.........................................................................................................5

VALUE PROPOSITION...................................................................................................5

NESTLE LOGO & FAMILY BRAND.......................................................................5COMMUNICABLE...............................................................................................5

CONSUMER BEHAVIOUR..........................................................................................5

CUSTOMER RELATIONSHIP MANAGEMENT................................................................5

STRATEGY FOR CAPTURING VALUES..........................................................................5

PRICE........................................................................................................................5

PRICING OBJECTIVES.............................................................................................. 5

FACTORS AFFECTING THE PRICE OF NESTLE JAMS...............................................5

PLACE....................................................................................................................... 5

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RETAILING.................................................................................................. .................5

RETAILERS CLASSIFIED BY MARKETING STRATEGIES...........................................5

CHANNEL OF DISTRIBUTION.......................................................................................5

VERTICAL MARKETING SYSTEM..............................................................................5

MULTIPLE DISTRIBUTION CHANNELS......................................................................5

PROMOTION............................................................................................................. 5

STRATEGIC PLANNING................................................................................................ 5

BCG MATRIX FOR CURRENTLY PRODUCING SBUS.................................................5

DEVELOPING STRATEGY FOR GROWTH AND DOWNSIZING....................................5

SWOT ANALYSIS OF NESTLE JAM...............................................................................5

STRENGTHS............................................................................................................. 5

WEAKNESS...............................................................................................................5

OPPORTUNTIES........................................................................................................ 5

THREATS.................................................................................................................. 5

RETURN ON INVESTMENT (ROI)..................................................................................5

MARKET IMPLEMENTATION........................................................................................ 5

CONCLUSION................................................................................................................5

REFERENCES................................................................................................................ 5

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EXECUTIVE SUMMARY

Our marketing project i a!out "aunc#ing a ne$ pro%uct$#ic# i Net"e &e"iciou 'am( !ring #appine in "i)e. Net"e i notpro%ucing jam current"*. So $e $i"" intro%uce t#i pro%uct 1 ttimein market. +#e marketing p"an )or t#i purpoe conit o) man*

trategie t#at $e $i"" ue. ,e $i"" compete t#e market !ecaueour pro%uct $i"" o-er a uniue com!ination o) )eature e.g.%i-erent /a0or( !ott"e %eign( nutrient etc at a 0a"ue a%%e%price. It target market $i"" inc"u%e a"" peop"e !ut pecia""* t#ec#i"%ren. It $i"" !e a0ai"a!"e in a"" poi!"e /a0or an% reaona!"eprice $i"" !e o-er )or Net"e &e"iciou 'am. +#e pro%uct "i)e c*c"e$i"" tart )rom t#e maturit* tage !* pro0i%ing more 0a"ue in!eginning. ,e $i"" ue corporate 0ertica" marketing *tem )orNet"e &e"iciou 'am.

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HISTORY

1866-1905In t#e 1 Henri Nestl( a p#armacit %e0e"ope% a )oo% )or !a!ie

$#o $ere una!"e to !reat)ee%. i rt ucce $a a premature in)ant $#ocou"% not to"erate #i mot#er6 mi"k or an* o) t#e uua" u!titute. 7eop"euick"* recogni8e% t#e 0a"ue o) t#e ne$ pro%uct( a)ter Net"96 ne$ )ormu"aa0e% t#e c#i"%6 "i)e( an% oon( Farine Lacteenri Net"9 $a !eing o"% inmuc# o) Europe.

1905-1918In 1:5 Net"9 merge% $it# t#e Anglo-Swiss Condensed MilkCompany. ;* t#e ear"* 1:( t#e compan* $a operating )actorie in t#eUnite% State( ;ritain(


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Net"96 gro$t# in t#e %e0e"oping $or"% partia""* o-et a"o$%o$n in t#e Compan*6 tra%itiona" market. Net"9 ma%e itecon% 0enture outi%e t#e )oo% in%utr* !* acuiring ="con La!oratorie Inc.

1981-1995Net"9 %i0ete% a num!er o) !uinee1: 1:4. In 1:4( Net"96

impro0e% !ottom "ine a""o$e% t#e Compan* to "aunc# a ne$ roun% o)acuiition( t#e mot important !eing =merican )oo% giant Carnation.

1996-2002+#e rt #a") o) t#e 1:: pro0e% to !e )a0ora!"e )or Net"9 tra%e

!arrier crum!"e% an% $or"% market %e0e"ope% into more or "e integrate%tra%ing area. Since 1::( t#ere #a0e !een acuiition inc"u%ing San7e""egrino 1::@D( Spi""er 7et)oo% 1::D an% Ra"ton 7urina 22D. +#ere$ere t$o major acuiition in Nort# =merica( !ot# in 22 in 'u"*( Net"9merge% it U.S. ice cream !uine into &re*er6( an% in =ugut( a US& 2.!nacuiition $a announce% o) C#e) =merica( Inc.

2003 ++#e *ear 23 tarte% $e"" $it# t#e acuiition o) AG0enpick Ice Cream(

en#ancing Net"96 poition a one o) t#e $or"% market "ea%er in t#i pro%uctcategor*. In 2( 'enn* Craig an% Unc"e +o!*6 $ere a%%e% to t#e Net"9port)o"io an% 2@ a$ No0arti Ae%ica" Nutrition(


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t#e a%0antage t#at it o-er caterer( )at )oo% c#ain an% ot#erretaurant a comp"ete range o) #ig# ua"it* ingre%ient( !aepro%uct an% mea" component( a $e"" a "ea%ing conumer !ran% uc# aNeca)e. ua"it* i t#e cornertone o) t#e ucce o) t#e Net"e Compan*.E0er*%a*( mi""ion o) peop"e a"" o0er t#e $or"% #o$ t#eir trut in t#e

compan* !* c#ooing Net"e pro%uct. +#i trut come )rom a ua"it* imaget#at #a !een !ui"t up )or o0er a centur*. +#ere)ore( t#e ua"it* o) t#epro%uct u"timate"* en#ance t#e ua"it* o) t#e conumerJ "i)e. In a%%ition(t#e miion tatement %ec"are t#at Net"e #a t#e a!i"it* to anticipate KconumerJ nee% an% create o"ution.M Net"e #a pro0en t#i a!i"it* anum!er o) time !* intro%ucing ne$ pro%uct t#at $ere reuire% !*conumer.

NESTLE BUSINESS OBJECTIVES Net"96 !uine o!jecti0e i to manu)acture an% market t#e

Compan*6 pro%uct in uc# a $a* a to create 0a"ue t#at can !eutaine% o0er t#e "ong term )or #are#o"%er( emp"o*ee( conumer(an% !uine partner.

Net"9 %oe not )a0or #ortHterm prot at t#e e>pene o) ucce)u""ongHterm !uine %e0e"opment.

Net"9 recogni8e t#at it conumer #a0e a incere an% "egitimateinteret in t#e !e#a0ior( !e"ie) an% action o) t#e Compan* !e#in%!ran% in $#ic# t#e* p"ace t#eir trut an% t#at $it#out it conumert#e Compan* $ou"% not e>it. So t#e nee% B $ant o) conumer#ou"% !e coni%ere%.

Net"9 !e"ie0e t#at( a a genera" ru"e( "egi"ation i t#e mot e-ecti0ea)eguar% o) reponi!"e con%uct( a"t#oug# in certain area( a%%itiona"gui%ance to ta- in t#e )orm o) 0o"untar* !uine princip"e i!enecia" in or%er to enure t#at t#e #ig#et tan%ar% are mett#roug#out t#e organi8ation.

Net"9 i conciou o) t#e )act t#at t#e ucce o) a corporation i are/ection o) t#e pro)eiona"im( con%uct an% t#e reponi!"e attitu%eo) it management an% emp"o*ee. +#ere)ore recruitment o) t#e rig#tpeop"e an% ongoing training an% %e0e"opment are crucia".

Net"9 continue to maintain it commitment to )o""o$ an% repect a""app"ica!"e "oca" "a$ in eac# o) it market.


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NESTLE PRODUCTS

Net"e i a $e""Hkno$n compan* a"" o0er t#e $or"% an%7akitan. +#e compan* !aica""* %ea" in )oo% pro%uct a

t#eir "ogo a* K


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o) Ni%o !egan in 1::( $#ic# #a rein)orce% it poition a t#e%ominant p"a*er in t#e )u"" cream mi"k po$%er categor*.

CHOCOLATE DRINKS1)MILOPOWDER

+#i pro%uct $a "aunc#e% in 1::4. It i a0ai"a!"e in 14(1 an% 2 gmi8e. It i trong"* aociate% $it# a #ea"t#* "i)e t*"e an% i an i%ea" %rink )orgro$ing c#i"%ren $#o nee% trengt# an% energ*.

2)MILO RTD +o cater )or conumer con0enience( Ai"o R+& rea%* to%rinkD $a "aunc#e% in 1::5 an% i no$ a0ai"a!"e in anattracti0e 1 m" "im pack. It i popu"ar among a"" agegroup epecia""* among t#e gro$ing egment o) nutritionconciou conumer. It i an e>ce""ent u!titute )or co"%%rink.

COFFEE1)NESCAFE CLASSIC

It i one o) t#e $or"%J mot popu"ar co-ee !ran%.Neca)e g"o!a" campaign Kopen upM $a "aunc#e% in 7akitan inOcto!er( intro%ucing a ne$ !ran% )rame$ork an% increae%

emp#ai !e#in% co-ee a"e in 7akitan. Net"e Ai"kpak "oca""*pack importe% co-ee an% market it in 225 an% 5gm.

FRUIT DRINKS

1)FROST It i a $e""Hkno$n !ran% "aunc#e% in 1: an% #a t#e"arget market #are. 7oitione% a a co"% %rink an% ana"ternate to co"a %rink( it trengt# "ie in t#e con0enience

attac#e% to it uage.2)NESTLE ORANGE JUICE +#e pro%uct $a "aunc#e% in 'u"* 1::. It i a0ai"a!"e in1m" an%1"itre i8e. In a market t#at i !ecoming increaing"* concioua!out nutrition an% i %ip"a*ing pre)erence )or #ea"t#* %rink( Net"e Orange

'uice #a ma%e 0er* goo% inroa% an% #a a trong potentia" in t#e )uture.

DIETETIC & INFANT PRODUCTS

1)LACTOGEN


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Lactogen 1 an% Lactogen 2 are in)ant an% )o""o$Hup)ormu"ae "aunc#e% in 1::1 an% are a0ai"a!"e in t$o i8e !ot#pack an% can. +#e !ran% pro0i%e !ot# a-or%a!i"it* an% ua"it*.

2)CEREALSLaunc#e% in 1::( it i t#e %ominant p"a*er in t#e gro$ing in)ant )oo%

market. It i a0ai"a!"e in 5 /a0or an% pro0i%e !a"ance% nutrition to in)ant.

3)NESTLE RICE =n a-or%a!"e tarter $eaning cerea" an% o-er t#e /e>i!i"it* o)preparation $it# a 0ariet* o) mea". +#i $a "aunc#e% in1::4 an% a0ai"a!"e in125m" pack i8e.

4)NESTLE WHEAT

Net"e $#eat i a $#eatH!ae% in)ant cerea" $it#outmi"k. It i a0ai"a!"e in 125 an% 2 gm pack i8e.

5)NESLACNe"ac i a gro$ing up mi"k( )ormu"ate% pecia""* )or 1 to 4 *ear o"%. +#i

$a "aunc#e% in 1::4. It contain a rig#t !a"ance o) protein( ca"cium( iron(0itamin an% eentia" minera" in or%er to cater nutritiona" nee% o) gro$ingc#i"%ren.

CULINARY PRODUCTS1)MAGGI 2-MINUTE NOODLES Fat to cook( goo% to eat Aaggi 2HAinute Noo%"e $ere "aunc#e% $it# "oca"pro%uction in 1::2( an% %oing o Net"epioneere% t#e categor* o) intant noo%"e in7akitan. It o-er /a0or "ike c#icken maa"a(c#i"i an% c#atk#ara.

2)MAGGI COLD SAUCES

Net"e entere% t#e Co"% Saucecategor* ear"* in t#e *ear $it# t#e "aunc# o)Aaggi ketc#up( Aaggi mirc# ma8a an% Aaggik#atti meet#i t#e rt Emi"* auce in7akitan. +#e inno0ati0e tate o) P#atti meet#i toget#er $it# t#e moretra%itiona" tate o) Petc#up an% Airc# ma8a( $ere recei0e% $e"" !* t#econumer.

CONFECTIONERYIn 0ie$ o) t#e imprei0e potentia" )or con)ectioner* a"e in t#e

countr*( Net"e Ai"kpak eta!"i#e% an in%epen%ent a"e an% %itri!utionnet$ork )or con)ectioner* pro%uct. From t#ree main citie in 1::( it #a

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gro$n into a nationH$i%e net$ork. +#e initia" pro%uct rangeinc"u%e "oca""* pro%uce% 7o"o Aint( Pitkat( Smartie( Lion ;ar(an% Fo>J( =""enJ +o-o an% =""enJ Soot#er. ;ot# +o-o an% Soot#er arepro%uce% on a ne$ con)ectioner* "ineH!ae% on a ne$ tateHo)Ht#eHarttec#no"og* t#at pro0i%e an e>treme"* /e>i!"e proce )or pro%uction o) $i%erange o) #ig# an% "o$ !oi"e% can%ie. +#i $i"" ena!"e t#e compan* to

intro%uce 0arietie o) ne$ $eet /a0or o0er t#e ne>t )e$ *ear.

WATER+#e "aunc# o) Net"e 7ure Li)e in &ecem!er 1:: $a a tru"* #itoric

e0ent. +#i mark t#e Net"e 7ure Li)eJ entr* into t#e countr*J )at gro$ing$ater market. =t t#e ame time 7akitan !ecame t#e rt countr* $#ereNet"e "aunc#e% t#e ne$ !ran%. Net"e 7ure Li)e i a premium %rinking $ater(pro%uce% to t#e #ig#et tan%ar% o) a)et* an% purit*. It i i%ea""* !a"ance%$it# eentia" minera". It i a0ai"a!"e in t$o con0enient i8e o) .5 an% 1."iter. Capita"i8ing on it trong !ran% recognition( aggrei0e pricing an%upporte% !* a trong marketing campaign( Net"e 7ure Li)e #a ma%e 0er*trong inroa% into t#e $ater market in 7akitan.

Net"9 7URE LIFE i a0ai"a!"e aroun% t#e g"o!e to%a* in Cana%a( US=(Ae>ico( ;ra8i"( =rgentina( Sout# =)rica( Sau%i =ra!ia( 'or%an( Eg*pt( Le!anon(

+urke*( Ruia( U8!ekitan( 7akitan( C#ina( +#ai"an%( an% t#e 7#i"ippine.Launc#e% on t#e Nort# =merican market in 23( Net"9 7URE LIFE i%etine% to !ecome t#e $or"%J "ea%ing an% mot $i%e"* %itri!ute% !ran% !*21.

CUSTOMER ORIENTATIONNet"9 i t#e cutomer oriente% compan* )rom it )oun%ation to ti"" no$.

In 1 it intro%uce% t#e )oo% )or !a!ie $#o $ere una!"e to !reat)ee%( an%t#i )ormu"a a0e% t#e "i0e o) man* c#i"%ren.

&ue to t#e cutomerJ rea"i8ation o0er t#e compan*( Net"96pro%uction an% a"e roe in t#e $artime econom*. +#e ua"it* o) t#epro%uct u"timate"* en#ance t#e ua"it* o) t#e conumerJ "i)e. In a%%ition(Net"9 #a t#e a!i"it* to anticipate KconumerJ nee% an% createo"ution.M Net"9 #a pro0en t#i a!i"it* a num!er o) time !* intro%ucing

ne$ pro%uct t#at $ere reuire% !* conumer.Net"9 i one o) t#e )e$ companie to #a0e an in)ormation *tem t#atcommit t#e compan* to repon% to in)ormation reuete%.

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MARKETING ENVIRONMENT

NESTLS MICROENVIRONMENT

1)SUPPLIERS Net"9 i a corporate mem!er o) t#e Nationa" Ainorit* Supp"ier

&e0e"opment Counci".

It #a eta!"i#e% t#e re"ation#ip $it# man* upp"ier. +#e* %onJt#a0e an* pecic upp"ier. Aoreo0er it inc"u%e %i-erent an% a "argenum!er o) upp"ier )or o!taining ra$ materia".

2)CUSTOMERSCons"mer marketsare important )or a"" organi8ation !* marketing

perpecti0e !ut )or Net"e it i too important !ecaue It i re"ate% to )oo% an% !e0erage in%utr*. ,or"%$i%e conumer market Conume% in t#e 5 countrie o) t#e $or"%

Not on"* "arge !ut a"o %*namic Comp"ete"* )ocuing on c#anging !e#a0ior Fictitiou pro%uct $i"" a"o #a0e a conumer market

3)COMPETITORSE0er* compan* trie to pro0i%e greater 0a"ue an% ati)action t#an it

competitor %o. Fo""o$ing are t#e main competitor o) t#e Net"e Compan* H Aitc#e""J S#e8an Ra)#an Nationa" etc

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+#reat o) competition come )rom e>terna" en0ironment.+o impro0e it Competiti0e poition Net"e #a ma%e joint0enture $it# it competitor.

NESTLS MACRO ENVIRONMENTa)SOCIAL & CULTURAL FORCES Net"e ue recogni8e% a)e ra$ materia" an% procee t#em $it#

minima" energ* input. =n ecoH)rien%"* %e0ice i t#e ue o) per)oration aroun% "a!e" to

make t#em ea* to remo0e. For a%0ertiing an% a"e promotion( it trie to re%uce $ate in t#e

7O7 a%0ertiing materia". +#e ra$ materia" t#at net"e ue in t#eir pro%uct i accor%ing to our

ociet* an% I"amic cu"ture.

b)TECHNOLOGICAL ENVIRONMENT Current"* net"e i uing #ig# tec#no"og* an% mac#iner* $#ic# i one

o) t#e ke* to ucce )or t#e Net"e. It gi0e t#em t#e competiti0ea%0antage.

Net"e ue !etter tec#no"og* an% mac#iner*( it gi0e t#e cutomert#e #ea"t#* an% c"ean en0ironment o t#e conumer !u* t#eirpro%uct more an% t#e* gain prot. ,it# tec#no"ogica" en0ironmentt#ere i no $atage o) time

c)ECONOMIC ENVIRONMENTCurrent"* Net"e i at properit* tage o) ;uine C*c"e. +#e major

economic )actor $#ic# can a-ect t#e a"e o) Net"e pro%uct in 7akitan iin/ation.

d)POLITICAL & LEGAL FORCES Net"e upport appropriate 0o"untar* initiati0e %eigne% to protect

t#e en0ironment. Net"e promote !a"ance% en0ironmenta" "a$ an% regu"ation B

oppoe unjutie% pro#i!ition an% ot#er %icriminator* meaure.

e)DEMOGRAPHIC ENVIRONMENT Net"e pro%uct are )or e0er*one an% )or a"" group o) peop"e. +#ee pro%uct are ua!"e !* a"" categorie o) peop"e( #a0ing

%i-erent age !ut epecia""* c#i"%ren

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MARKETING OFFERING,e are making a marketing p"an o) Net"e &e"iciou 'am. +#e "aunc# o)

Net"e &e"iciou '=A in 7akitan $i"" pro0i%e t#e cutomer $it# t#e !et jam)u"" o) nutrient. In 7akitan( t#e "aunc#ing o) %e"iciou an% appeti8ing '=A

$it# t#e !ran% name o) Net"e $i"" generate #uge re0enue.

EFFECT OF EXTERNAL ENVIRONMENT ON

NESTLE DELICIOUS JAM In #ort( )actor o) macro en0ironment a-ect microen0ironment. +#e

major pro!"em t#at ma* a-ect can !e economic en0ironment t#atinc"u%e in/ation in 7akitan $#ic# i increaing %a* !* %a*. &ue to

t#i( t#ere i rie in price "e0e". It can #a0e an impact on t#ecutomerJ purc#aing %eciion. +#e ot#er pro!"em ma* !e po0ert*(unemp"o*ment( %ecit( economic inta!i"itie.


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t#e market. Net"e %o t#e e>periment in or%er toc"ear"* %etermine t#e !etter tate an% ot#eringre%ient an% nutritionJ o) it pro%uct. =n% emp#ai on t#e La!e>periment

Net"e keep on in0eting in Reearc# an% more t#an 3 peop"earoun% t#e $or"% $ork to impro0e( n%( an% %ico0er )oo% t#at i

!etter )or a"" o) conumer o t#at conumer can "i0e a !etter "i)e. Net"e a"$a* keep an e*e on it competitor an% !aica""* great"*

re"* on competiti0e inte""igence

SURVEYNet"e a"o con%uctur0e* )or !etter un%ertan%ing o) t#e conumer

!e#a0ior( an% ta* up to mark accor%ing to t#e %eire o) t#e conumer$#ic# #e"p in !etter p"anning an% imp"ementation o) marketing mi> a perreuire% !* t#e %ometic an% internationa" market.So #ere )or our ne$ ctitiou pro%uct $e ue% t#i met#o% )or o!taining t#e

primar* %ata. In t#i $a* $e came to kno$ a!out t#e point o) 0ie$ an%

acceptance re"ate% to our pro%uct in t#e min% o) peop"e. +#e Sur0e* reu"t i

a )o""o$

SURVEY RESULTS

1-If nestle launches jam would you

like to eat it?

a) Yes83.26%

b) No 14.3%

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c) not decided 2.44%

2-Nestle would like to give you a jam

in curved bottle to let you hold it

easily; would you like that?

a) Yes 84.87%b) No 15.13

c) Not decided

3-Nestle is going to provide you a jam

with some new flavors select those

you like.

a) Apple mango 9.09%

b) Mango orange 52.91%c) Strawberry apple 11.2%

d) Strawberry mango 22.6%

e) Apple orange 4.2%

4-Why do you like nestle products?

a) Because they are pure 37.9%

b) Because they are easily available 43.6%

c) Because they are best in taste 14.3%d) Because of low price 4.2%

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MARKETING STRATEGYNet"e ue t#e ocieta" marketing concept. Net"9 %eigne% an%

"aunc#e% t#e pro%uct accor%ing to t#e ociet*. It meet t#e reponi!i"itie o)t#e ociet*. In t#e Au"im countrie it make ure to $rite Ki"a"M at t#epackaging o) t#e pro%uct.In t#e =)rican countrie Net"e !ui"% it $ater purication )or )ree to pro0i%ec"ean an% puri)* $ater to t#e poor nation.

MARKET SEGMENTATION+o occup* a c"ear %itincti0e B %eira!"e p"ace re"ate% to competing

%e"iciou jam in t#e min% o) t#e target cutomer Net"e 'am $i"" egment itmarket on"* on geograp#ic !ai.

GEOGRAPHICAL SEGMENTATION+#e Compan* $i"" egment it market geograp#ica""* on %i0iiona"

!ai. +#e* $i"" %i0i%e eac# %i0iion in %i-erent 8one an% e0er* %itri!utor$i"" !e retricte% to a"e it pro%uct on"* in #i o$n 8one.

E.g. La#ore $i"" !e %i0i%e% into 0e 8one "ike Eat( ,et( Sout#( Nort#(an% Sout# $et. Net"e Aarketing trategie $i"" )ocu on ur!an area

!ecaue more o) t#e re0enue come )rom t#at area.

DEMOGRAPHICAL SEGMENTATIONThere will be no demographic segmentation for Nestle Delicious Jam. I)

$e "ook Net"e 'am %emograp#ic egmentation( t#en $e $i"" n% t#at ourpro%uct $i"" !e )or e0er*one. 7eop"e )rom an* area( an* cu"ture( an* age( an*e>( an* !e"ie) an% an* income $i"" purc#ae our Net"e 'am. It i not an*"u>ur* item $#ic# $i"" !e ue% !* a pecic peop"e.

TARGET MARGET+#e target market $i"" !e up to *ear o) age an% t#e core target $i""

!e !et$een 1H3 *ear o) age. = pecic %emograp#ic target market $i"" not!e c#oen )or Net"e 'am intea% t#e goa" i to %e0e"op a pro%uct to !e ue%!* conumer o) a"" age H )rom !a!ie to enior. It $i"" !e inten%e% a a)ami"* pro%uct epecia""* )or )ami"ie $#o $ork an% #a0e a #ort time )ormaking mea" or !reak)at.

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VALUE PROPOSITIONNet"e $i"" ue ome competiti0e a%0antage or important attri!ute

$#ic# $i"" #e"p in occup*ing a goo% poition in conumer6 min% re"ati0e tocompeting jam. +#ee competiti0e a%0antage are a )o""o$

1)CUSTOMER ORIENTEDCutomer ati)action i t#e )oca" point )or t#e compan*. +#e* $i""

pro0i%e t#e #*gienic pro%uct to t#eir cutomer. 7ro%uct $i"" !e 0erie% !*#ea"t# an% a)et* meaure an% internationa" ua"it* tan%ar%. It $i""pro0i%e %i-erent /a0or to t#e cutomer an% %i-erent o-er $#ic# $i"" t#eNet"e jam a competiti0e a%0antage.

2)NESTLE LOGO & FAMILY BRAND'am $i"" ue Net"e !ran% name an% t#e "ogo o) Net"e &e"iciou 'am$#ic# $i"" #o$ )ami"* care to conumer $#ic# i enoug# to attract t#ecutomer. +#at6 $#* cutomer $i"" gi0e it pre)erence on ot#er pro%uct.

3)COMMUNICABLENet"e &e"iciou 'am $i"" !e a !ran% o) Net"e $#ic# $i"" #o$ a !ig ign

o) ua"it* to cutomer. &ue to it !ran% an% name it $i"" !e 0er* ea* to

communicate.

CONSUMER BEHAVIOUR Conumer !e#a0ior to$ar% t#e Net"e 'am cou"% !e in term o) t#e

c#oice among t#e /a0or. Some cutomer $ou"% c#ooe t#e one)ruit /a0or( $#i"e ome cutomer $ou"% "ike t#e /a0or o) t$o )ruit.

Conumer cou"% !e "o*a" to$ar% t#eir )a0orite /a0or an% cou"%#a0e pre)erence o) one /a0or o) jam on t#e ot#er /a0or.

Conumer $ou"% !u* t#e Net"e 'am keeping in min% t#e ua"it*

an% cot o) t#e jam re"ati0e to t#oe o) competing pro%uct. +#econumer !e#a0ior $i"" !e more ati)actor* to$ar% t#e jam i) t#etate an% ua"it* o) t#e jam matc#e t#e conumerJ e>pectation.

CUSTOMER RELATIONSHIP

MANAGEMENTNet"e jam $i"" !ui"% prota!"e cutomer re"ation#ip !* pro0i%ing

t#em !et tate !et #ea"t# at 0er* !et price. ,e are going to pro%uce a jam$it# num!er o) important 0itamin( iron( nutrition an% "ot an% "ot o) #ea"t#

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an% tate. ,e are going to gi0e !et /a0or $#ic# no onepro0i%e. ,e ue goo% )oo% co"or o in #ort $e gi0e t#em0a"ue an% ati)action to !ui"% a prota!"e cutomer re"ation#ip !* "ettingt#em )ee" $e careJ.

STRATEGY FOR CAPTURINGVALUESOur p#i"oop#* an% trateg* to capture 0a"ue $i"" !e to

,in conumer6 trut. Un%ertan% conumer6 nutritiona" an% emotiona" pre)erence. Ser0ing our conumer an% impro0ing t#eir ua"it* o) "i)e.


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LABELING Net"e "a!e"ing $i"" )ocu on peruai0ene. Net"e $i"" not gi0e an* e>pree% $arrant* on it %ai"* ua!"e 'am a it

gi0e on me%ica" pro%uct Net"e &e"iciou 'am6 "a!e" $i"" gi0e a"" in)ormation a!out t#eir pro%uct

"ike ingre%ient $#ic# $i"" !e ue% in it an% a"" intruction regar%ingpro%uct.

Retai" price $i"" a"o !e #o$n on it "a!e"

BRANDNet"e pro%uct ue t#e !ran% name Net"e. +#e cutomer $#o come to

purc#ae net"e pro%uct( t#e name o) t#i !ran% a-ect poiti0e"* in t#emin% o) conumer. +#e* pre)er Net"e jam to ot#er !ran%.

1)BRAND MARK = Net"e i a compan* pure"* re"ate% to )oo% in%utr*an% it ue t#e *m!o" t#at inc"u%e t#ree parro$ in net.

2)TRADE MARKNo ot#er compan* $i"" !e a!"e to ue t#e name Net"e )or #ime")

!ecaue Net"e #a !een regitere% a a tra%e mark.

BRANDING STRATEGY OF NESTLE JAM

Net"e !ran% name $i"" preent a meage o) caring $#ic# make it%itincti0e an% attracti0e t#an ot#er companie. &e"iciou 'am6 !ran% i goo%)oo% )or goo% "i)e. +#e meage o) )ami"* protection $i"" !e enoug# to get t#eattraction o) cutomer. +#e Net"96 !ran% name i ea* to un%ertan% Btran"ate. It i ea* to pronounce an% it i a"o ea* to recogni8e. ,e $i"" uet#e ame !ran% mark )or our ne$ pro%uct t#at i t#ree parro$ in net

PRODUCT LIFE CYCLEPRODUCT LIFE CYCLE OF JAMS

I) $e "ook at jam in pro%uct "i)e c*c"e t#en it i ea* to ju%ge t#at t#e*are at maturit* tage. ;ecaue jam market #a !ecome t#e pioneer marketan% at t#i tage it prot i poiti0e an% a"e %o not %ecreae !ecaue jamcompanie rein0ent t#eir pro%uct in term o) packaging( "a!e"ing( an%0itamin an% continue to a%% 0a"ue into t#eir pro%uct to capture 0a"ue)rom cutomer. +#ere e>it #ig# competition among jam companie ot#e* nee% #ig# %itri!ution an% promotion e>pene.

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PRODUCT LIFE CYCLE OF NESTLE JAMNet"e jam $i"" tart )rom t#e intro%uction tage. Net"e jam $i"" !e t#e

market pioneer an% at t#i tage it prot $i"" !e negati0e or "o$ %ue to "o$

a"e an% #ig# %itri!ution an% promotion e>pene. Ot#er major reaon to !eat intro%uction tage ma* !e una$arene in rura" an% ur!an area. +#epeop"e $i"" not !e a$are o) t#e net"e jam( t#atJ $#* t#eir a"e ma* !e "o$.

+o increae t#eir a"e t#e* $i"" continue to !ring c#ange in pro%uct "i)e c*c"e

!* e-ecti0e promotion an% !* )ormu"ating ne$ price trategie etc. o it $i""#a0e a "ong maturit* perio%.

PRICE In etting t#e price o) pro%uct( t#e compan* $i"" )o""o$ )our tep

proce%ure a gi0en !e"o$ Compan* $i"" eta!"i# it o!jecti0e Sur0i0a"( ma>. uppoe% prot(

re0enue( a"e gro$t# etcD Compan* $i"" %etermine t#e %eman% c#e%u"e $#ic# $i"" #o$ t#e

pro!a!"e uantit* purc#ae% per perio% at a"ternati0e price Compan* $i"" etimate #o$ t#eir cot $i"" 0ar* at %i-erent output

"e0e". Compan* $i"" e>amine t#e competitorJ price

PRICING STRATEGY

1)MARKETING SKIMMING & PENETRATION PRICING +#i trateg* i ue% in an* compan* $#en it "aunc#e% a ne$pro%uct. =n% it o-er a #ig# price )or ne$ pro%uct to kim ma>imum earningmore prot an% re0enue an% in t#i $a* compan* make )e$er !ut moreprota!"e a"e.

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,#i"e ot#er pricing i ue% !* t#oe compan* $#ic# i non!ran%ing an% nee% to increae market #are( to capture 0a"ue)rom cutomer( to attract cutomer $#en t#e* "aunc#e% ne$ pro%uct inmarket.

In our cae $e $i"" ue penetration pricing trateg* to capture 0a"ue)rom cutomer( to attract t#em an% to increae our #are !ecaue t#ere i a

"ot o) !ran% preent in market $#oe pro%uct o) jam i !oug#t !* peop"e in"arge amount "ike nationa"( Aic#a" n S#e8an an% t#e* a"rea%* #a0e capturemarket #are in "arge amount

2)BY PRODUCT ,e $i"" ue !* pro%uct pricing trateg* )or net"e $it# t#epenetration. ,e $i"" o-er kitkat to our cutomer in intro%uction p#ae(!ecaue $e are more )ocuing on c#i"%ren an% in t#i $a* $e can eai"*attract peop"e )or our net"e jam.

PRICING OBJECTIVES+#e o!jecti0e )or pricing net"e jam are a )o""o$

+o ac#ie0e a target return +o ma>imi8e prot Sta!i"i8e price to meet competition Aarket #are Lea%er#ip 7ro%uct ua"it* Lea%er#ip

FACTORS AFFECTING THE PRICE OF NESTLE JAMS

+#e )o""o$ing are t#e ome )actor t#at ma* a-ect t#e price o) Net"e'am

E>peni0e tec#no"og* Aiera!"e con%ition o) tranportation an% roa% +#e unta!"e po"itician( $#ic# can #a0e poiti0e an% negati0e e-ect on

t#e price +#e "a!or cot i "o$ in 7akitan a compare to t#e ot#er =%0ertiement cot Increae in ta>e t#at ma* a-ect t#e price o) pro%uct

PLACE= )ar a t#e %itri!ution i concerne%( NES+LE $i"" make egmentation

$it# repect %emograp#ic an% geograp#ic !ai. +#e %itri!ution net$orknee% to !e more e>ten%e% NES+LE $i"" #ire more potentia" %itri!utor )ort#e %itri!ution o) NES+LE &e"iciou 'am in e0era" part o) t#e countr* o t#att#eir pro%uct $i"" reac# to e0er* corner o) t#e countr*.

RETAILING Retai"er p"a* a 0er* important ro"e in t#e a"e o) net"e pro%uct.Net"e %oe not %irect"* it pro%uct to t#e en% conumer.

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Net"e #a %i-erent retai"er at %i-erent "e0e".

RETAILERS CLASSIFIED BY MARKETING

STRATEGIES

1)DEPARTMENT STORESAot"* net"e %e"iciou jam $i"" !e o"% on t#e %epartment tore.

;ecaue t#ee tore e"" t#e Net"9J pro%uct in a "arge uantit*.

2)SUPERMARKETSNet"e $i"" e"" it ctitiou pro%uct on t#e upermarket.

3)CONVENIENCE STORES

+o )aci"itate t#e conumer net"e $i"" e""ing &e"iciou jam !* t#econ0enience tore. = 0er* "arge portion o) t#e a"e can !e o"% oncon0enience tore.

CHANNEL OF DISTRIBUTION

DISTRIBUTION CHANNELSNet"e %o not e"" t#e pro%uct %irect"*. It e"" it pro%uct !* in%irect

%itri!ution c#anne".

VERTICAL MARKETING SYSTEM Net"e ue corporate 0ertica" marketing *tem.

MULTIPLE DISTRIBUTION CHANNELSNet"e a%opt mu"tip"e %itri!ution c#anne" %ue to Si8e o) t#e !u*er.

,e $ou"% a"o ue t#e ame %itri!ution c#anne" )or our ctitioupro%uct t#at t#e Net"e compan* i recent"* uing e.g. In%irect %itri!utionc#anne"( Tertica" marketing *tem( Au"tip"e %itri!ution c#anne".

PROMOTION

+#u compan* $i"" #ire( train an% moti0ate a"e peop"e. It $i"" et upcommunication an% promotion program coniting o) a%0ertiing( %irectmarketing( a"e promotion an% pu!"ic re"ation a mentione% !e"o$.

23

Finishe

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prod"ct

s

%hole

sellers

*etaile

rs

Cons"me

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ADVERTISING SALES PROMOTION DIRECT

MARKETING PUBLIC RELATION

Print and

broadcast ads

Contests Catalogs Seminars

Billboards Lotteries Mailings Annual reports

Posters Gifts Telemarketing Charitabledonations

Brochures Premium Electronic Company magazine

Leaflets Exhibits Shopping Sponsorship

Directories Sampling TV shopping Publication

It mean t#at NES+LE $i"" a%0ertie in print me%ia "ike ne$paper(maga8ine e.g. &a$n( Na$aHeH,aat( 'ung an% in ome journa" )orpromotiona" purpoe. It $i"" a%0ertie on e"ectronic me%ia B ;roa% catme%ia e.g. +T( Ra%io $#ic# $i"" !e more attracti0e a compare to t#ea%0ertiement o) competitor pro%uct an% Net"e $i"" a"o ue !i""!oar% an%printe% a% )or retai"er( moreo0er t#e compan* #a got a $e!ite on $#ic# i

Net"e $i"" pro0i%e pecia" o-er to t#e %itri!utor.,#en t#e* "unc#e% ne$ juice !ran%( t#e* o-er !u* one pack an% get

one )ree to %itri!utor. Net"9 can ue t#e ame trateg* )or Net"e &e"iciou'am. +#e* $i"" o-er )ree tria" o) t#e ne$"* intro%ucing jam to t#e genera"pu!"ic.

PROMOTION MIX STRATEGYIn conumer pro%uct t#e management o) Net"e !e"ie0e in pu"" trateg*i.e. creating pu"" t#roug# a%0ertiing. So $e $i"" ue t#e pu"" trateg* to

promote t#e a"e o) Net"e &e"iciou 'am t#roug# me%ia.

STRATEGIC PLANNINGBCG MATRIX FOR CURRENTLY PRODUCING

SBUS

STARS +#e t$o S!uJ( Ainera" $ater an% Con)ectionerie )a"" into t#i categor*o) t#e ;C


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rate. +#ee S!uJ are reuiring "ot o) in0etment to compete int#e gro$ing market. For e>amp"e( "ot o) mone* i !eing pentan% aggrei0e marketing trategie #a0e !een imp"emente% )or t#e Ainera"$ater to !ui"% an% maintain market #are.

Net"e 7ure Li)e #a capture% 5 o) t#e !ott"e%H$ater market in7akitan ince it $a intro%uce% in 1::. It appro>imate a"e )or 1::: are

RS. @( 41. +#i a"e gure i uite imprei0e a t#e a"e roe uite#ig# in on"* one *ear. It i pre%icte% t#at t#ere $i"" !e a%%itiona" gro$t# int#e minera" $ater categor* in coming *ear. +#e a"e o) t#e con)ectionerieroe to RS. 1(55: )rom RS. @(@5 .

+#e #uge increae o) RS. 1( 1 put t#i S;U in t#e tarcategor* an% #o$ it increaing market #are. +#ere i a gro$ing market)or t#e pro%uct in con)ectionerie )or e>amp"e Pitkat e0ent#oug# itJimporte%D( 7o"o Smartie etc. +#i can !e pro0en )rom t#e )act t#at Net"ekeep intro%ucing ne$ pro%uct in t#i categor* )or e>amp"e =""enJ Soot#er$ere "aunc#e% %uring t#e "at uarter o) 1::.

CASHCOWS Ai"k pro%uct( Co-ee an% &ietetic an% In)ant )oo% #a0e a #ig# market#are an% are %oing !uine in mature in%utrie. Since t#e cutomer o)t#i pro%uct categor* are "o*a"( t#e marketing cot o) t#ee S;UJ i uite"o$ an% a a reu"t a "arge amount o) ca# can !e generate%. CutomerLo*a"t* i a mut )or t#ee Ca# co$ to maintain t#eir market #are.

+#e a"e o) t#e Ai"k pro%uct #a0e increae% to RS. 1(43 )romRS. @(@5. +#i #uge increae in a"e re/ect t#e #ig# market #are o)t#i S;U. o$e0er( it gro$t# rate i "o$ !ecaue in genera" t#i categor* iin it maturit* tage t#at i a num!er o) mi"k pro%uct #a0e !een "aunc#e%

!* Net"e( mot o) $#ic# are uite o"%. =n inno0ation #a not rea""* !eenma%e in t#i categor*. +#e ame conc"uion can !e ma%e a!out Co-ee.+#ere i an a"rea%* e>iting market )or Co-ee $#ic# i not increaing )urt#er!* a "arge amount.

+#e a"e o) Co-ee $ere R. 4(: in 1::: an% R. 3:2( in1::. +#i #uge %i-erence #o$ t#at a great amount o) ca# i !einggenerate% )rom t#i S;U. Sa"e o) &ietetic an% In)ant )oo% roe to R. (:35 )rom R. 52(55 . +#e in)ant )oo% unit o) Net"e i operating in amature in%utr*. Like t#e mi"k pro%uct( t#e in)ant )oo% #a0e !een aroun%)or a "ong time $it#out !are"* an* ne$ pro%uct "ine !eing tarte% in t#icategor*.

QUESTION MARKSInc"u%e% in t#i ection are t#e cu"inar* pro%ucto) t#e organi8ation.

+#e pro%uct uc# a Aaggi 2Hminute Noo%"e an% Aaggi co"% auce #a0e a"o$ market #are an% a #ig# gro$t# rate. +#ee pro%uct epecia""* t#e co"%auce are operating in a #ig#"* competiti0e market. +#e appro>imate a"e$ere R. @:(:1: in 1::: an% R. (1 in 1::. +#i gurerepreent a great potentia" )or gro$t# in )uture. o$e0er( in contrat( t#emarket #are o) t#e pro%uct in t#i categor* i not 0er* #ig# current"*.

= reaon )or t#i i t#at Net"e jut recent"* intro%uce% co"% auce uc#a KEmi"* auceM etc. o$e0er t#e ent#uiam( $it# $#ic# t#e cutomer

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recei0e% t#e %i-erent /a0or o) auce( portra* a 0er* #ig#potentia" )or )uture gro$t#. +#e rm nee% to )ocu on%i-erentiating it pro%uct in t#e competiti0e market to gain cutomer.

DOGSC#oco"ate an% Fruit %rink )a"" into t#i categor* an% t#e* poe a "o$

market #are an% a "o$ gro$t# rate. C#oco"ate %rink #a% a"e o) R.1:3: in 1:::( $#ic# roe )rom R. 1:541 in 1::. +#i i uite ama"" increae coni%ering t#e rie in t#e a"e o) ot#er S;UJ. o$e0er( t#ec#oco"ate %rink are ti"" prota!"e o t#e rm %oe not #a0e to $orr* a!out"iui%ating or getting ri% o) t#i S;U. +#e a"e o) Fruit %rink roe to R.4(2 in 1::: )rom R. 3(13 in 1::. +#ere #a !een a ma""amount o) increae #o$e0er it i not a "ot compare% to ot#er S;UJ.

Firt"*( t#ere i not a #uge market )or c#oco"ate %rink in 7akitan.7eop"e uua""* ten% to !u* "ig#t juice "ike app"e or orange juice or 7epiintea% o) c#oco"ate %rink. Secon%"*( regar%ing t#e )ruit juice( t#ere are not

a "ot o) /a0or a0ai"a!"e current"* in t#i categor*.Net"e nee% to intro%uce ne$ /a0or uc# a app"e( grape etc. to

capture t#e market t#at pre)er t#ee /a0or. +#i $i"" not on"* increae t#ea"e o) t#e S;U( !ut it $i"" a"o increae it market #are. =t t#e moment(a%%itiona" amount o) mone* i not !eing in0ete% in t#ee S;UJ( a t#e* arenot 0er* prota!"e. Net"e i current"* tr*ing to ma>imi8e prot )rom t#icategor* !* minimi8ing e>pen%iture an% !* %i-erentiating t#e pro%uct to!ui"% market #are.

BOSTON CONSULTING GROUP (BCG) MATRIXFOR DELICIOUS JAM

It $i"" "a* in uetion mark !ecaue it ma* !e poi!"e t#at man* peop"e$i"" not !e a$are o) t#i ne$"* ma%e pro%uct $#ic# $i"" #o$ t#e "o$ a"e o)t#i pro%uct in tarting. So it ma* #a0e "o$ gro$t# in !eginning perio%.&i-erent trategie $i"" !e ma%e )or t#e promotion o) t#i pro%uct an% t#erm $i"" )ocu on %i-erentiating it pro%uct in t#e competiti0e market to gaincutomer.

+#e intro%uction o) ne$ 0ariet* in term o) )eature( packaging(

"a!e"ing an% /a0or ma* "ea% to t#e #ig# )uture gro$t# rate. In t#e tart t#emarket #are $ou"% !e "o$ an% a)ter penetration it $i"" increae it #are inmarket.

DEVELOPING STRATEGY FOR GROWTH AND

DOWNSIZINGFrom t#e matri> o) Aarket E>panion


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SWOT ANALYSIS OF NESTLE

JAM

STRENGTHS +#e on"* !ran% in t#e area maintaining it ua"it* an% tate an% #a0ing

t#e ame impact on it cutomer Economica" &e"iciou jam in market $it# man* /a0or Strong ;ran% Name

WEAKNESS Communication ma* !e $eak Lack o) =$arene )or t#e ne$ pro%uct

OPPORTUNTIES Concentrating on %itri!uting area $i"" increae a"e Increae in pro%uct "ine !* o-ering %i-erent /a0or.

THREATS S#aring o) egment !* t#e competitor

RETURN ON INVESTMENT (ROI) = Net"e Compan* can ae t#e return on in0etment in term o)

tan%ar% marketing per)ormance meaure( uc# a !ran% a$arenean% a"e or market #are o) t#e Net"e 'am.

Net"e 'am $i"" ue a"e an% #are %ata to e0a"uate pecica%0ertiement campaign $#ic# $i"" %epict rea"H"i)e cenario o)conumer uing %i-erent /a0ore% jam.

Net"e $i"" ue cutomerHcentere% meaure o) marketing( uc# acutomer acuiition( cutomer retention an% cutomer "i)etime 0a"uet#at $i"" pro%uce return in t#e )orm o) more prota!"e cutomerre"ation#ip.

Aoreo0er( t#e marketing in0etment cou"% reu"t in impro0e% cutomer0a"ue an% ati)action( $#ic#( in turn( $i"" increae cutomer attractionan% retention. +#i $i"" increae in%i0i%ua" cutomer "i)etime 0a"ue an%t#e compan*J o0era"" cutomer euit*. Increae% cutomer euit*( inre"ation to t#e cot o) t#e marketing in0etment( $i"" %etermine t#ereturn on marketing in0etment.

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MARKET IMPLEMENTATION

&uring t#e manu)acturing o) t#e pro%uct $e $ou"% go )or it

a%0ertiing. ,e $ou"% %itri!ute !roac#er to create a$arene. +#en $e$ou"% #ire ome ign !oar% in %i-erent major citie o) 7akitan. =n% at t#e

ame time $e $ou"% go )or +T an% ra%io commercia". In a"" t#i proce our

main )ocu $ou"% !e on +T commercia" an% ign !oar% !ecaue no$ a %a*

t#ee are t#e mot popu"ar t#ing among t#e conumer.

CONCLUSION Net"e i one o) t#e "atet an% pioneer )oo% pro%ucing compan* in

7akitan +#e compan* i per)orming 0er* $e"" )or t#e nancia" point o) 0ie$ o it

$i"" pen% a #uge amount on t#e promotion o) Net"e &e"iciou 'am It i "ea%er in )oo% goo% in 7akitan. It $i"" pro0i%e !et ua"it* o) )oo% It pa* a #uge amount annua""* in t#e )orm o) ta>e to t#e go0ernment

o) 7akitan Compan*J %itri!ution c#anne" are 0er* e-ecti0e It #a more 0ariet* in )oo% pro%uct "ine a compare% to it competitor

In conumer pro%uct t#e management o) Net"e !e"ie0e in pu"" trateg*i.e. creating pu"" t#roug# a%0ertiing

REFERENCES1. www.google.com

2. www.info.com

3. www.nestle.com

. www.wi!i"e#i$.com

%. www.sc&i'#.com

2
http://www.google.com/http://www.info.com/http://www.nestle.com/http://www.wikipedia.com/http://www.scribd.com/http://www.google.com/http://www.info.com/http://www.nestle.com/http://www.wikipedia.com/http://www.scribd.com/


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