Group Members1)ABDULLAH KHAN (EP 110312)

2)SYED WAQAR HUSSAIN (EP)

3)FAIZAN ARIF ( EP 110317)

COURSE: MARKETING MANAGEMENT

Course Teacher : SIR KASHIF HAFEEZ

MARKETING PLAN OF NESTLECERELAC

EXECUTIVE SUMMARY

This is a semester project regarding a baby food product name Nestlé Cerelac. It starts with an introduction about Nestlé Company. It gives a briefing about all the

brands of the Nestlé Company.Nestle has been serving worldwide with its excellence in product safety, quality and

value. It provides many products which include dairy products, beverages, water, and infant dietetic and confectionary.

We have taken NESTLE Cerelac for our Marketing plan. Their aim is to provide customer with best infant food on suitable prices make the product as convenient

as possible.

ACKNOWLEDGEMENT

Writing this report appeared to be a great experience to us. It added a lot to our knowledge.This report is one of our memorable experiences in student life. Though words are inadequate in offering thanks to our teacher Sir Kashif Hafeez .

Vision Statement.Nestlé's global vision is to be the recognized leading Nutrition, Health and Wellness Company..Nestle Pakistan subscribes fully to this vision of being the number one Nutrition, Health, and Wellness Company in Pakistan.

Mission StatementTo positively enhance the quality of life of the people of world by all that we do through our people, our brands and products.

Situational AnalysisThe Nestle Cerelac consumers are spread all over the world one of the reasons behind is the lower prices offered by Nestlé and its easy availability every where.

Market Demographics

Nestlé Cerelac segments its market on following bases: Geographic Segmentation

Demographic Segmentation Psychographic Segmentation

Behavioral Segmentation

Market needs.Due to rapidly increasing the population and increase birth rate in Pakistan there is increased in the needs of healthy foods which nourishes the infants. .Good nutrition is essential for the growth and development of infant’s first year of life. They required appropriate food.

Market Growth Strategy of Nestle CerelacInfant food and nutrition as a category will grow 10-12% and Nestle is well placed

to capture growth in this category because it is at the forefront of infant foods technology. Nestle adopted two growth strategy

1-Product development.2-Market penetration.

SWOT Analysis1. Strengths

-Nestle includes a culture that is team focused and an open door policy which encourages employees to work hard.

-People all over the world trust and recognizes Nestle as a big brand name. It looks at achieving higher volumes by renovating existing products and innovating new products.

2.WeaknessesOne major weakness of Nestle is that it is entering intomarkets that are already mature and can give a toughcompetition to new entrants.

3.OpportunitiesNestle in Pakistan has a great opportunity for expanding its markets because in Pakistan there is a large market of food and beverages.

4.Threats A threat for nestle is the increasing popularity of its competitor OLPERS in local and international markets.

Competition

Nestle competes with other packaged foods companies as well as store brands from retailersNestlé’s major competitor are:

ENGRO FOODS.

EMEVEN GOLBAL LTD.

Competitive Advantage.Cerelac is the only popular and quality baby food in Pakistan. Its unique stay fresh seal and a long lasting shelf life gives the brand a formidable competitive advantage. .The factors that make Cerelac successful is quality and superior nutritional value which fulfill requirement of infants in different stages of age.

Product OfferingsCerelac come in a range of seven varieties of baby food products which are as follows:

Cerelac Rice, Cerelac Wheat, Cerelac Wheat +apple, Cerelac Wheat + honey, Cerelac Wheat + banana, Cerelac Wheat + fruits, Cerelac Wheat +Vegetables.

Marketing StrategyCompany’s objective is to be the world’s largest and best branded food manufacturer while with the products of the highest quality among all others.

Target Market

Geographic dispersion Urban, suburban.

Family life cycle Full nest, single parent.

Social Stratification Upper upper class, lower upper class, upper Middle class.

Age segments Infants(0-5), mothers (18-45).

Income level Average income, above average.

Differentiation Of Nestle CerelacNestlé Cerelac has positioned among people as health provider brand for infants.

Brand PositioningNestle communicates itself as “Good food, good life”.Cerelac is a name of quality and best food for babies and the positioning statement of Cerelac also tells the same as, “best start to a healthier future”Marketing Mix Of Nestle CerelacProduct:-SizesIt is available in 3 sizes; 350g and 175g box packaging and a 25g sachet for customer convenience.

Shape & ColorThe shape and color are very attractive for the customers.

Labeling and packagingThe labeling and packaging includes Nestlé brand and logo.

Price:Nestle Cerelac BananaPrice Rs.135

Nestle Cerelac WheatPrice Rs.135

Nestle Strawberry & Apple CerelacPrice Rs.135

Promotions:Nestle has adopted the channels for promotion through TV, News papers, magazines Doctors and hoardings etc.Nature of marketingThe product is marketed aggressively in the market.

Placement:Nestlé Cerelac is available all over in Pakistan regardless of big and small cities.

Product Life Cycle Of NESTLE CerelacNestle Cerelac is the market pioneer in baby foods and there is huge market of baby products in pakistan. To retain the market share of cerelac due to extreme

competition, the nestle will continue to bring changes in product life cycle by effective promotion and by formulating new price strategies etc. so it will have a

long maturity period.

Bibliography

www.nestle.comwikipedia.org/wiki/Nestléwww.foodanddrinkeurope.comwww.foodnavigator.comwww.Google.comwww.shareinfoline.comwww.Ask.comsharekhan-firststep.comhttp://www.nestle-ea.com/en/aboutus/OurMarkets/DRC/Pages

THANK YOU ALL…