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W ELCOMEInternship, Defense Program 16th Batch Institute of Business Administration Jahangirnagar University Presented by Nusrat Azim Exam Roll Number: 070993 Institute of Business Administration Jahangirnagar University, Savar, Dhaka 1342 Internship Host Nestl Bangladesh Limited Marketing, Dairy1

E FFECT OF B RAND A CTIVATION & S AMPLING A CTIVITIES ON C ONSUMER P URCHASE D ECISION P ERSPECTIVE N ESTL B ANGLADESH LTD .

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O BJECTIVES

To represent the brand activation events which are designed to increase the brand image To present an improve and increase of brand awareness through product samplingTo indicate how consumer sales gets influenced through activation

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M ETHODOLOGY

Research methodology: Sample survey Sampling Units:

300 respondents were taken for two specific surveys each having 150 respondents; Mothers who have children aging 2-7; SEC-A, SEC-B

Contact method : Telephone interview Data analysis method: on the basis of quantitative method

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M ETHODOLOGY

Instrument Used: pre-made questionnaires. Later the analysis was made using necessary graphs and pie-charts. Sources of data:

Primary: Telephone interview with consumers & Personal interview with the Sr. Brand Officer of NIDO Secondary: Internal Documents available over Nestle Intranet

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A BOUT N ESTL B ANGLADESH

Nestl is world's largest food & beverage group headquartered in Vevey, SwitzerlandNestl Bangladesh Limited started its first commercial production in 1994

Theme of Nestle: Good food, Good lifeVision of Nestle Bangladesh Limited: To be the very best Food, Beverage and Nutrition Company in Bangladesh Nestl Bangladesh manufactures products under the categories: Dairy, Culinary, Beverage, Infant Nutrition & Confectionary Products

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N ESTL D AIRY T EAM

Dairy team now promotes three specific product lines: NIDO Child Drinking Milk, Breakfast Cereals & Coffee MateNIDO is one of the key strategic and profitable brands NIDO launched in the year 2000 through Full cream milk powder, has now 3 products operating under the brand name- NIDO Fortified full cream milk powder, NIDO 2+ and NIDO 3+ growing up milk.

P ROJECT PART

Brand Activation & Sampling Activities of NIDO

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B RAND A CTIVATION & S AMPLING A CTIVITIES OF NIDO

Every year, Nestl spends two-third of their marketing budget for Below the line activations Regular brand activation events: NIDO Growth Program, Ashun NIDO Pushti Jogote, NIDO SKU Drive, NIDO Pushti Shobar Gorey etc. Special events: Mothers Day celebration, NIDO Mela

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B RAND A CTIVATION & S AMPLING A CTIVITIES OF NIDO

Branding Materials: X-banners, Posters, Desk branding, welcome banners, souvenirs/gifts and NIDO jingle/video clips played/showed to create the mood Gift Materials: Height sticker, NIDO branded Mug, NIDO 400g packs, Stationeries (pencil, eraser, sharpener, crayons etc.), sometimes taking photos with mascots etc. Manpower: Promoters, Nutritionist, Mascotman, Supervisor, Photographer, Child Specialist, Magician

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B RAND A CTIVATION & S AMPLING A CTIVITIES OF NIDO

NIDO Ten on Ten Growth Program: Especially organized in kinder garden schools Ashun NIDO Pushti Jogote: Especially organized in shopping malls NIDO Pushti Shobar Ghorey: Door to door activity for mothers NIDO SKU Drive: Separate activity to create a consumer base for NIDO 2+ and NIDO 3+ NIDO Mela: A grand carnival organized to raise awareness on nutritional issues Mothers' Day: special event to greet mothers with flowers and cards in schools

F INDINGS

Post Evaluation12

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P OST E VALUATION NIDO T EN ON T EN G ROWTH P ROGRAMMajor findings

Through NGP, 19 of the 150 respondents were influenced to start using NIDO As this survey was made after few months of the event, only 67% could recall about it and 92% of them could recall the exact topic of the event 57% of the total respondent admitted to be benefited by the event Rest 43% who were not benefited, mentioned the reasons most like: they did not find the information important enough or already knew it

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P OST E VALUATION NIDO T EN ON T EN G ROWTH P ROGRAM

Consumption status of NIDO was found to be like:

9% 41%

Never used NIDO till now

13%

Who have started using NIDO after attending NGP Regular consumers (had/has been using NIDO)

37%

Who have stopped consuming NIDO

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P OST E VALUATION A SHUN NIDO P USHTI J OGOTE

Only one among the 150 respondents complained about a dateexpired gift pack of NIDO 86% of them could recall the issues and the major ones were measuring height & weight of kids and taking photos with mascots Among the 150 respondents, 55 never used NIDO of whom 35 respondents have started consuming NIDO after attending NIDO Ten on Ten Pushti Jogot 53% of the total respondent were found benefited by ANPJ, rest mentioned reasons like they are suited to other brands or the child has grown old and other (kid was healthy enough, do not like NIDO etc.)

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P OST E VALUATION A SHUN NIDO P USHTI J OGOTEWho have stopped consuming NIDO 25% Never used NIDO till now 14%

Regular consumers (had/has been using NIDO) 38%

Who have started using NIDO after attending NPJ 23%

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S ALES F ORECASTIn year 2010, sales volume for NIDO Child Drinking Milk rose up after the months of activation which has been shown in the following graph (using indexing method):

Figure: Sales Volume Forecast of NIDO-2010

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R ECOMMENDATIONS

Nestle Bangladesh Limited should focus on activations which involve more on one-to-one communicationOut of Dhaka city, promotional activities should be more active and frequent so that they can respond more.

Issues should be resolved regarding consumers registration in forms with correct informationGetting any complaint regarding expiry date of product is a huge issue, which should be taken care of immediately

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T HANK Y OU