Submitted by : Muhammad Arsalan Qureshi

Marketing

Marketing is the process of communicating the value of a

product to customers, for the purpose of selling that product

(goods or services).Another simple definition of "marketing" is "managing profitable customer relationships".

Marketing process involves ways that value can be created for the customers to satisfy their needs.

Marketing process is a continual series of actions and reactions between the customers and the organisations .

In marketing process the situation is analysed to identify opportunities, the strategy is formulated for a value proposition, tactical decisions are taken, plan is implemented, and results are monitored

Marketing Process

Steps in Marketing Process

Following are the steps involved in the Marketing Process

Situation Analysis

Marketing Strategy

Marketing Mix Decision

Implementation and Control

Steps in Marketing Process

1. Situation AnalysisSituational and environmental analysis is done to

identify the marketing opportunities, to understand firms own capabilities, and to understand the environment in

which the firm is operating.5-C Analysis (Company ,Customers,Competitors,Collaborators,Climate)

represents the internal situation

PEST Analysis for macro environmental,political,economic,societal,& technological factors

SWOT Analysis (Strength,Weaknesses,Opportunities and Threats)

Steps in Marketing Process

2. Marketing Strategy

After identifying the marketing opportunities a strategic plan is developed to pursue the identified opportunities. It involves

Segmentation & Target Marketing3. Marketing Mix Decisions

Marketing Mix Strategies are controled able strategies which afirmsblend that gives you the desired result of your chosen market

At this step detailed tactical decisions are made for the controllable parameters of the marketing mix. It includes 4 P’S- Productdevelopment decisions, product Pricing decisions, product Placement decisions, and product Promotional decisions.

Steps in Marketing Process

4. Implementation and Control

Finally, the marketing plan is implemented and the results of

marketing efforts are monitored to adjust the marketing mix according

to the market changes.

Steps in Marketing Process

Case Study Organization

Procter & Gamble

Vision

Mission

Nestle origins date back to 1866, when two seperate Swiss enterprises were founded that would later form the core of Nestle.Nestle has been serving this world for over one hundred and thirty years.Nestle started its operations in Pakistan back in 1988

To be recognizededas,thebestconsumerproductsandServicesCompanyintheworld

•Mission:Wewillprovidebrandedproductsandservicesofsuperiorqualityandvaluethatimprovethelivesoftheworld'sconsumers.Asaresult,consumerswillrewarduswithleadershipsales,profit,andvaluecreation,allowingourpeople,ourshareholders,andthecommunitiesinwhichweliveandworktoprosper.KEYPEOPLE•A.GLafley(CurrentCEO,Chairman,President)•RobertA.McDonald(CEOtillMAY2013)BoardOfDirectors(Total11):oNormanAugustineoLynnmmartinoJohnfmartinjroErnestozedillooScottCook

Ambient Diary (Milk Pak) Chilled Diary (Nestle Yougart) Beverages (Fruita vitals) Bottled Water (Pure life) Culinary and food (Maggi noodles) Baby food (Cerelac) Breakfask cereals (Koko crunch) Confectionary (Polo) Juices

Nestle Pakistan

Products

Products

Competitors

SWOT Analysis

Strengths

Well developed strategy

Good marketing skills and services

Parent support

Company image

Products innovation

Good financial position

Weeknesses

Limited distribution channels

No outlet in Pakistan

More concerned about profit

Support from foreign investors

Enhance distribution channels

Changing social trends

Market growth

Opportunities

Threats

Govt. regulations

Increase in competitions

No Entry barrier

Un favourable changes in customers demand

By analyzing the cash flow chart , for three years of Nestle Pakistan , we come to conclusion that although the organization is improving in terms of increase in sales , but there are also some grey areas which need to be tackaled by method and proper strategy to boost up the sales

Analysis

Overall profit margin showed a slight increase but a slight decline in gross profit margin was witnessed, this was mainly due to cost pressure on some products.

Nestle can be made more profitable by making it more proactive

It is recommended that they should icrease their outlets in Pakistan

Suggestions & Recommendations