Project Introduction Nestle Ice cream which means a refreshing

treat which everyone loves. Nestle started their Ice-cream product in 1991 in United States. The product gain a wide acceptance with Kids and grownups.

The project is about introduction Nestle Ice-Cream in Pakistan.

INTRODUCTION“Nestlé” is a Swiss-German word which means “Little Nest” which is its trademark

Nestlé is the worlds’ number one food company

5th largest company of the world according to its turn over

2 million 31 thousand people employed from all over the world

Present in 81 countries of the globe having 522 factories

Over 700 products renovated or innovated in the past five years, with wellness in mind

HISTORYHenri Nestlé established Nestlé in 1867 in Switzerland (Vevey HQ)

His first product was lactogen formula for infants by the name “Farine Lacteé”

Nestle In PakistanNestle has been serving Pakistani

consumers since 1988, when our parent company, the Switzerland-based Nestle SA, first acquired a share in Milk pack Ltd. 

Today we are fully integrated in Pakistan.We have 4 factories in Pakistan. Two are

in Karachi, one is in Islamabad and one is in Sheikhupura.

MISSION STATEMENT

"Nestlé is the largest food company in the world. But, more important to them is to be the world's leading

food company”.

Product LineUpper Class

Middle Class

Lower Class

Swot Analysis

Strength

Nestle is the world largest food and beverage company in term of sale .Due to strong brand name our product will gain a wide consumer acceptance from allover the Pakistan .The biggest strength would be the strong brand name the risk in investing would be very low. We will strength our product by broad distribution network which will increase sale growth .We will make sure that we will not having surprise shortage weather it is winter or summer no matter what circumstances are.

Weakness 

The main weakness of our product is the lack of establish good standing .Our competitors have been around for decade and therefore have a loyal base .Other weak point would be spending millions in strong brand is no guarantee to wealth .Future weakness would be 

• small target markets• lack of awareness among the target markets

Opportunities 

The biggest opportunities would be consider geographically .Pakistan is situated in an area where we have summer most of the time. People love as well as enjoying eating ice cream in this season. Due to strong good will in the market our ice cream has a great potential to earn profit .Our ice cream would like be more because we are introduced health base product and we are market leader we would like be more successful in introducing a new product.

 

Threats 

The biggest threat to our product is the competition in the market. Walls by (Unilever is one of the biggest name in ice cream which distribute their ice cream in nation wide. The other threat will face would be Gourmet and Omore the small competitor which can effect market. we should attract new entrants, and also must follow legal and ethical issues.

BCG MATRIX

STARS

The products which have high market share and high growth rate are lies under this category. Nestle two major products lies in the star product. The first one is nestle milk pack and the second one is nestle water. Only these two products will lies in the category of star product. 

QUESTION MARK

The product which have high anticipated growth rate but low market share would be considered as question mark. The product we are going to launch first time in Pakistan ( NESTLE ICE CREAM ) would come under the question mark.

CASH COW

The product which have low growth rate and high market share would be considered as cash cow. The product which lies under this category is Milo.

DOGS 

The product which have low growth rate and low market share would be considered as dog product. The product which lies under this category is nestle corn flakes.

MARKET SEGMENTATION Nestle Ice-cream has segmented the market on the

following basis:

Geographic

Demographic

Psychographic

Behavioral

GEOGRAPHIC FACTORS

World Region: Asia Country : Pakistan Cities: All major cities of Pakistan Density: Urban Climate :Hot and Dry

Demographic

Age: 12-30+ Gender: Male, Female Occupation: From middle class to upper class Education :School, Colleges and Universities Race :Asian Nationality: Pakistani

Psychographic Social Class: Middle class, Upper Class Lifestyle: Actualizes, Fulfilled, Believers, Achievers,

Strivers, Experience’s maker and Strugglers.

Behavioral Occasions :Parties, Sports and Regular Occasions  Benefits : Quality and Taste  User Status:  First time user  Loyalty Status: Strong  Readiness Stage: Aware and Interested

Marketing Targeting

• Nestle is targeting mainly on those city in which density of population is high such as Lahore, Karachi, Faisalabad etc.

• Nestle is also focusing on educated class because they know the values of health in life.

• Teenagers

• Children

Marketing Positioning We position nestle Ice-cream for the entire

family & for all consumption needs. Nestle products are famous all over the world due to its quality.

Its image in the mind of people is very good. The positioning of Nestle Nesberry is very positive in the minds of consumers.

Marketing Differentiation

Our service is very efficient as compared to others.

Nestle Nesberry is available in different packing they are more convenient as well as economical.

Their quality check is much better than others so there is no need to bother about the quality and the taste of Ice-cream.

Competitive Analysis

In Pakistan the competition in the ice cream business is very small currently two or three companies are doing the business of ice cream of which one brand is international and other two brands are local from this it can be concluded that there would be a lot of chances of other international famous brands of ice-cream start their business in Pakistan.

Competitive Analysis (Cntd.)There are different competitive in the market

such as:

• Snoopy

• Walls

• Omore

• Hico

• Gourmet

STAGES OF PRODUCT LIFE CYCLE (PLC)

Product Life Cycle Stages 

There are five stages of Product life cycle (PLC) under as:

1. product development2. introduction3. growth4. maturity5. decline

Product Development

The firm devises and creates a new product.

Develops a new-product idea.

zero sales

Company’s investment costs mount.

Introduction Mostly market pioneers. Risky and costly.

Little competition.

Often unprofitable (need to be the first one to promote this new product)

Aimed towards early adopters: often highly innovative customers who keep up with new tech

Intro strategies: skim or penetrate

Growth Rapid increase in sales

Many entrant competitors

Many new customers (intro companies can reap repeat sales from early adopters)

Gains in profitability

Increasing product differentiation due to competitors

Maturity Intense competition on all 4 Ps.

Clear segmentation: experience buyers, slowdown in customer acquisition, no technological, breakthroughs.

Repeat sales are key now.

Squeeze out profits through: niche branding, small differentiations (size, color), cost cutting.

Decline

1. Withdraw/divest (leave market)2. Harvest (reduce investments, let sales go on)3. Niche (resegment to focus on whoever is still buying them)4. Market leadership (reinvigorate product into new markets)

Various PLC Shapes

Marketing Information System

Marketing Information System Survival in market especially in the presence of large number of

competitor is not an easy job. One should always be well aware about the environment. what is there competitor doing what strategies they are following that is the feedback of customer of our products and what customer wants. from our information system we came to know about…..

What are the competitors market making Ice-Cream? what price they are charging from customer? What type of packing is attracting the customer? What is purchasing power of people of a particular area? What is the budget of competitors on advertisements?

Etc……

MARKETING MIX OF ICE-CREAM

MARKETING MIX OF ICE-CREAM

4P’S 4C’S PRODUCT CUSTOMER SOLUTION PRICE CUSTOMER COST PLACE CONVENIENCE PROMOTION COMMUNICATION

PRODUCT

• VARIETY

• QUALITY

• DESIGN

• FERATURES

• BRAND NAME

• PACKAGING

• SERVICES

PRICEThe pricing strategy nestle is as such that is differentiating its products from the rest of the competitors .

Its price are higher than local brands and are less

than other international brands.

We are charging reasonable price ranging from Rs 20 to 25.

PLACE Availability of NESBERRY is one

of its major competitive advantages.

Distribution is making the product available at:

Right place Right time Right condition It is available in major cities of Pakistan

Marketing Promotion

For any company to capture the market of its own wish and target, promotion plays the most important role in fulfilling the quest for market share. Although the process of promotion is very complex and can be looked in detail:

Marketing promotion (Cntd.)

• Advertising

• Electronic Media

• Direct marketing

• Public relation

Details of promotion budget:This budget is first two months after the launch.Total budget = 1,110,000

ALLOCATIONActivity Budget Require

RSDetails

World call cable advertisement 450,000 1 minute advertisement 20 times a day

World call cable scroll 100,000 First two months after the launch

magazines 310,000 10,000 copies every

Public relation activities 250,000 Prize money to the winners ,giving away shirts etc.

Project Budget As nestle is a huge plant and needs an enormous investment to start its production. The project require an estimated budget of

about 125 million. Luckily we have four partners and the contribution will be equally divided among all. Furthermore we will be acquiring loans from Bank.

Control

To make sure that the whole marketing process runs smoothly we will be doing:

i. Budget monitoring

ii. Updating plan

iii. Measuring Objective

FUTURE PLANSAfter the success launch of our nestle Nesberry ice

cream in three big cities of Pakistan namely karachi,Islamabad and Lahore.

We will extend our product line by launching nestle mango and chocolate ice cream.

We have also decide to capture the market of other big cities of Pakistan by distributing new and exciting flavors of nestle ice cream over there.

CONCLUSIONNestle is the world leading food company

since many decades it has been associated with providing high quality customer and consumer focus product. Our project Nestle Ice cream will be focused on becoming no. 1 in health and wellness product.

Our first priority is consumer satisfaction and we will be successful in upcoming days