Marketing Strategies o fNestle

8/14/2019 Marketing Strategies o fNestle

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his0her needs throughout the day, throughout the life. 1specially, people on the move

want to be able to find good food wherever they are, whatever the time of day. )hey are

often reassured that they will find well2 known brands out of home.

)his statement also reflects the image of high quality products that Nestle offers. Nestlehas the advantage that it offers caterers, fast food chains and other restaurants a complete

range of high quality ingredients, base products and meal components, as well as leading

consumer brands such as Nescafe. 3uality is the cornerstone of the success of the Nestle

/ompany. 1very day, millions of people all over the world show their trust in the

company by choosing Nestle products. )his trust comes from a quality image that has

been built up for over a century. )herefore, the quality of the products ultimately

enhances the quality of the consumer s life.

!n addition, the mission statement declares that Nestle has the ability to anticipate 45

consumer s needs and create solutions5.6 Nestle has proven this ability a number of

times by introducing new products that were required by consumers. 1specially, the

launch of Nestle Pure #ife in Pakistan proves the accuracy of this fact. !n Pakistan, there

was a need for safe and healthy drinking water and Nestle responded to this consumer

need by introducing Nestle Pure life %inally, it is quite evident that the organi ation has

actually implemented its mission statement in the business practices that it carries out.Also, the mission statement has been an important guideline for any S78 that the firm

has started and this is portrayed by the success that each S78 of Nestle en9oys.

.ow Nestle /e#ine 'ar"etin(:

7uilding customer relationship based on customer value and satisfaction is at the very

heart of modern marketing. )he two fold goals of Nestle marketing is to attract

new customers by providing superior value and to keep and grow the current customers

by delivering satisfaction. Nestle defines marketing as:

A social and managerial process whereby individual & groups obtains good food and

good life through creating and exchanging products and values &

0rinciple:


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; Nestl+-s business ob9ective is to manufacture and market the /ompany-s

products in such a way as to create value that can be sustained over the long

term for shareholders, employees, consumers, and business partners.

; Nestl+ does not favor short2term profit at the e$pense of successful long2term

business development.

; Nestl+ recogni es that its consumers have a sincere and legitimate interest in

the behavior, beliefs and actions of the /ompany behind brands in which

they place their trust and that without its consumers the

/ompany would not e$ist.

Nestl+ believes that, as a general rule, legislation is the most effective safeguard of

responsible conduct, although in certain areas, additional guidance to staff in the form of

voluntary business principles is beneficial in order to ensure that the highest standards are

met throughout the organi ation.

Nestl+ is conscious of the fact that the success of a corporation is a reflection of the

professionalism, conduct and the responsible attitude of its management and employees.

)herefore recruitment of the right people and ongoing training and development are

crucial.

E10ANS2ON :

)he history of Nestle includes the development of many different products as well

as acquisitions, mergers and the purchasing of shares in companies, mainly abroad. *ver

the course of the years, this enabled it to broaden its range of products and diversify its

operations, while at the same time strengthening the economic foundations of the

company.

Amongst the most important acquisitions were /arnation in #os Angeles ow tree ?ackintosh in @ork


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?arketing ?i$ is defined as a set ofcontrollable tactical marketing tools thatfirm blends to produce the response itwants in the target market. )hemarketing mi$ consists of every thing

the firm can do to influence the demandfor its products. )he many possibilitiescan be collected into four groups ofvariables known as the four P-s that areas follows:34 0RO/56T:

Product stands for goods and services

that the company offers to target market.

Nestl+ kit "at is in four si es including"." /hunky, while Polo is in three

si es. )he shape and the color of the "it

"at and Polo are quite attractive for the

customers. )he labeling, packaging of the "it "at and

Polo includes the Nestl+ brand and logo. )he packaging includes an e$piry date and time

along with a manufacture date. Second part of labeling includes the quantity of product in

grams along with ingredients and contents of chocolates and candies.

7RAN/S 2N 0A82STAN:

!. /A2RY 0RO/56TS

NESTLE '2L80A8 5.T '2L8

#aunched in D BD, it has become synonymous with quality milk. 7acked by a very strong

brand name, aggressive marketing and distribution plans, consistent quality and

availability through out the year, ?!#"PA" 8() has been e$tremely successful. !n

September D , ?!#"PA" 8() milk was launched as N1S)#1 ?!#"PA" 8()

?!#". N1S)#1 ?!#"PA" 8() ?!#" is available in three pack si es of DEEE,

&EE and '&E ml.


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"abirwala factory in the year 'EEE to produce high quality cultured butter. )his new butter was an improvement upon the earlier product and carries Nestle branding thatendorses its superior quality. !t has an e$cellent taste and aroma andis easy to spread.)henew N1S)#1 78))1> is available in two pack si es of 'EEg and DEEg in new attractive

packaging.

NESTLE 0LA2N YO95RT

#aunched in November 'EEE in #ahore, N1S)#1 Plain @ogurt is the latest addition to

Nestle ?ilkpak-s dairy family. !ts unique -Stay %resh seal and a 'D2day shelf life gives the

brand a formidable competitive advantage. )he brand provides valuable access to future

product launches in the chilled product category through a dedicated chilled distribution.

!n a very short time the brand has gained a substantial market share. )hrough future

e$pansion into markets other than #ahore and a strong marketing and sales support,

N1S)#1 Plain @ogurt will undoubtedly grow into a strong brand and, in time, will

achieve the status of market leader.

'2L80A8 5.T 6REA'

?!#"PA" 8() />1A? was introduced under the ?!#"PA" brand in D BF. !t is

available in 'EE2ml pack si e in an attractive slim pack. )he consumer trust in the brandname and the product has ensured its dominant share in the cream category.?!#"PA"

/>1A? was also introduced in an economical DEEEml pack si e in the year 'EEE. )his

S"8 has been developed for %ood Services to cover institutions using large quantities of

fresh cream.

'2L80A8 /ESl 9.EE

?!#"PA" G1S! H(11 was introduced in D BF in tin packaging.

)he packaging was later changed to )etra Pak. (owever, in line with the current market

trend, ?!#"PA" G1S! H(11 was relaunched in D"g tin packaging in the year'EEE.

)he product was also introduced in DFkg tin packing to tap the huge potential of loose

desi ghee.


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NESTLE EVERY/AY

)o target the massive potential offered by the tea2whitening segment, N1S)#1

1V1>@GA@ tea whitener was launched in D '. Supported by aggressive marketing

using multi2media activities, focused distribution with sampling drives and e$cellent

consumer acceptance, the brand has shown strong growth and holds good promise for the

future.


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Marketing Strategies o fNestle

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