Pritam Meel ITM Business SchoolNeha Srivastava PGDM 2010 -2011Meher KhanVinod Kumar Sources:Atul Kamble Wikipedia, Nestle.com, Google

Integrated Marketing Communic

ation Strategies

Chapter 1. Company and Product Profile

Chapter 2. Competitors of NesTea

Chapter 3. STP

Chapter 4. Marcom Strategy

Chapter 5. Strategy Implementation

Chapter 6. Conclusion

ontentsC

ompany ProfileCNESTLE

Nestlé is one of the largest food and nutrition companies in the world, founded and Head quartered in Vevey, Switzerland. Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company

NESTEA

Nestea is a brand of iced tea manufactured by Nestle and distributed by Beverage Partners Worldwide (BPW),a joint venture between The Coca-Cola Company and Nestle in rest of the world

NESTEA

VARIANTS

Bottled and Can

Refrigerator Pack

Instant Tea Mix

roduct LinesPNestle Product Line

Milk Products and Nutrition Beverages Prepared Dishes and

Cooking AidChocolate and

Confectionaries

ompetitors of NesTeaC

Unilever-Pepsi

Lipton Icetea

Direct Competition Indirect Competition

Cold Beverages

Cold Coffee

Nimbu Pani

Rural Semi Urban Urban

Schools n Colleges

Mandies, Weekly Bazar

Gram Panchayats Meetings,

Hats,

Schools n Colleges

Market Place

Offices, Banks,

Theaters

Schools n Colleges

Market Places, Malls,

Railway Stations

Offices, Banks,

Theaters, Chai

Tapries

Summer Drink

Health Oriented

Summer Drink

Health Oriented

Summer Drink,

Against Cold

Coffee

Status Quo,

Health Oriented

S

T

P

egmentation, Targeting and PositioningS

Marcom

Internet Coverage

Television Coverage

Radio Coverage

Print Coverage

Rural Market

Semi Urban Market

Urban Market

ntegrated marketing CommunicationI

trategic Implementation S

Rural Markets

Daily Soaps,

Regional News

channels, National

Television

Between 7 pm to 9 pm

Regional Celebrity

i.e Rajnikant in South

India

Television Coverage

Semi-Urban

News Channels,

Yoga Shows, Daily

Soaps, Movie

Channels

Between 4 pm to 6 pmBetween 7 pm to 9 pm

National Celebrit

y i.eHema Malini

Urban Markets

Music Channels.

English channels,

News Channels,

Sports Channels

Between 6 pm to 10

pm

International

Celebrity

i.e.A R

Rehman

trategic Implementation S

Rural, Semi- Urban and Urban markets

Educational Sites, Agri Sites, Facebook, Orkut, Stock Market Website, Google adds, News Sites, Encyclopedia sites

Internet coverage

trategic Implementation S

Rural Markets

Musical shows, news , cricket.

Aakashwani, Vividh

Bharti

Every Two

hours

Regional

Celebrity i.e

Vijender Singh

Radio Coverage

Semi-Urban

Music shows,

FM rainbow

Aakashwani, Vividh

Bharti

Every one hour

National Celebrity

i.eLata

Mangeshkar

Urban Markets

Music Channels.

English music

channels, chat shows,

late night shows

Every progra

m

International

Celebrity

i.e.A R

Rehman

trategic Implementation S

Rural Markets

Less or no print media coverage in rural areas

because of poor literacy .

Newspaper , on walls. ST buses.

Regional Celebrity i.e

All Brand

Ambassadors

Print Media Coverage

Semi-Urban

Since there is some medium

level of literacy , therefore print

media has certain

coverage, magazines, pamphlets

National Celebrity i.e

All Brand Ambassador

s

Urban Markets

News paper,

magazines,

pamphlets ,

Hoarding and

posters

Distributing

samples with news

papers.

International

Celebrity

i.e.All Brand Ambassa

dors

onclusion C

NesTea

PIONEER Fortress

INNOVATIONNew Product

Variants

thank

u…