Marketing Relaunch of Nestle Lemo and Malta
Transcript of Marketing Relaunch of Nestle Lemo and Malta
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Getting to Know Nestlé
Submitted to sir faisal qureshi
Submitted by muhammad tariq
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It is a Swiss Company and have around 254,000 people working world wide. Operating in more than 130 countries. World´s leading food & beverage company. People, brands & products are the keys.
Global Organization
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Be the leading healthy, nutrition and wellness company in the world
Wants to be 100b company in 2014 in Pakistan
Corporate Mission
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Milkpack Pure Life Nido Coffee Cerelac
Everyday Cream Yogurt
Product Lline
GheeJuice
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Lemo/Malta is the product of Nestle, Which was launch in July 2005.
Committed to create values for its Customers and shareholders.
Low price to compete with Roh Afza and Jam-e-Sherin.
Introduction of Lemo and Malta
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Marketing oriented strategy Test 60/40+ Smart & young housewives(57%)
Orientation Strategies
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Demographics
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Marketing Enviornment
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Marketing Research & Method
Competitors Intelligence Focus group Price responsiveness Market share analysis Primary & Secondary Data
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Segmentation
Geographic Demographic Psychographic
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Target Market
Single Segment Strategy
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Product Development Process
Product Attribute
Quality,Physical Characteristics, Price, Brand,
Packaging, Color,Design Seller’s reputation and service Development Process
Imitative Product
Criteria of Product
Category growth, Financial Criteria and company’s market structure
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Position of Limo / Malta
Nestle’ Malta &
Lemo 25gm
Tang25gm
Lemopani25gm
Mixer 25gm
High Quality
Low Quality
High Price
Low Price
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Pricing Strategy
Head to Head competition
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Distribution Strategies
Wholesalers
Distributors
Company
Retailers
Consumers
The Chain of distribution adopted for Limo and Malta
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Promotional Mix
ATL BTL Free Sampling 350K Road Shows Town Storming Gift Scheme on redemption
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Analysis
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Reasons
Why Fail ???
Trade Discount was less as compare to competitors
Competitor’s ATL was more than Nestle
Nestle was failed to create product awareness among consumers
Marketing investment was not sufficient
Quality Problem Try to cash Nestle name
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Reasons
Why Faill Cont…..
SKU depth Add was not clear and not
attractive Pricing Strategy was not
adopted Failed to highlight consumer
benefits Design of product was not
attractive Positioning was not clear No proper segmentation Taste was not good
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Relaunch
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Corporate Mission
Corporate Mission
Meet the nutritional need of consumer of all age groups from infancy to old age, from nutrition to pleasure, through an innovative profile of branded food and beverage product of highest quality.
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OBJECTIVE
To increase market share Restore brand image Increase SKU
Short Term Objectives
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Long Term Objectives
To make this brand profitable Head-on Competition
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Recent Market Trends
Growing Powder Drinks MarketEconomicalConvenientNo FDIClimate
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Segmentation
Segmentation Strategy
Geographical
All province’s Major cities (Lahore, Multan, Faisalabad, Karachi, Hydrabad, Peshawar, Quetta and twin cities Islamabad and Pindi) 1year
Demographical
All Age groups, A, B & C Class and for all races
Psychological
Socialize people and excitement seeking Behavioral
Benefits seeking people
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Strategies & Tactics
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Product Development
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All age group Aggregation Strategy
Target Market
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Position of Orange & Lemonade
Nestle’ Orange & Lemonade 25gm &
200gm
Tang25gm
Lemopani25gm
Mixer 25gm
High Quality
Low Quality
High Price
Low Price
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Ps Product Price Promotions Place People Process Physical environment
7 Ps
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Orange & Lemonade
Product
Consumer benefits 4 SKU Variation Improved Quality New Design Packaging Colors High Value
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Price
Price Objective
Sales Oriented Increase sales volume Increase market share
Price Competition Low Price Penetration
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Placement
Distribution channel for deep penetration Wholesale Retailer Coverage Key Accounts Blue Account Business Market
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Promotions
Promotional Mix
Advertising
TV, Print Media, Radio, Billboards, Road Shows and School Competitions and
Sponsoring sports events
Sales Promotions
Free sampling
Trade discount
Consumer Promotion
Lucky draws (Singapore return ticket)
Gift Hampers
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People
Customer Service Centre Post Launch feedback
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Physical Environment
Extra ordinary services to retain good will In-store Branding Huaraches Activities
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Process
Speed to the market is of the essence Response to feedback
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Distribution Strategies
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“Ambition is the path to success. Persistence is the vehicle you arrive in.”- Bill Bradley
Conclusion