Nesvita Final Presentation
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Transcript of Nesvita Final Presentation
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StrategicMarketingSuccessNESVITAGroup 3
Shanze KhanManizeh Dossa
Tallal AhmedHufsa FaisalRa a Rasheed
Hassan Masood
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Brief History and Facts !estle" #Good Food$ Good %ife" the ke& to
health$ nutrition and 'ellness( Focus on purit&$ nutrition$ con)enience and
creati)it& !es)ita launched in *akistan in +,,3$ -oth
&ogurt and milk .ur focus on *ro /one *rotection !es)ita
Milk 012 market share in skimmed milk categor&
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32
0 2
Skimmed MilkFresh4regular Milk
012
12
!es)ita .ther
Market Share in MilkCategory: Skimmed Milk
Market Share in SkimmedMilk: Nes ita
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High
Fresh milk Regular4lo'5fat milk
!o" 67pectation of retaliation
%imited distri-utionchannels
High Standardizat
ion Fe'
s'itchingcosts
Moderate Highdemand
%o'adherence
to h&gienecompliancestandards
Skimmed Milk
Ind#stry Analysis
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$rod#ct$rice$lace
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$rod#ct 8HT4long life milk -rand 1,2 more calcium than regular milk
9 %ess than :2 fat ; + glassesrealci5%ock formula? @itaminD$>alcium$ *rotein$*hosphorus$@itamin A
Recipe change this &ear of iron$ tea
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Store %ee&ing 'nits (S%')
A)aila-le in + SK8Bs +,, ml 'ith stra' ;
indi)idual :ooo ml C:litre ;
household Entroduction of
!es)ita *o'der in3 , gm card-oard-o7
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$ackaging
Green$ 'hite and &ello'packaging
A professional appeal 5house'i)es and career oriented'omen
Displa& of )italit& Enformati)e packaging thancompetitors
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$rice *remium -rand$ ps&chological pricing Formula costs re ected This pressure on costs" 1 rupees to
0, rupees per liter increment !o price di erentiation -ased on
season or area
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Halee*
Skims
Nes ita $o"der
Milk&ak
+l&ers
$rema
Nes ita Milk
+l&ers !ite
Al Marai
!acnor
0
I+
I3
IF
I
0+
:,,
:,0
:J0
:F:
Com&etitors $rices(Nes ita Milk , Inde- .//)
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$laceDistri-ution through t'o channels"
0irect s#&&ly 1 the compan& deli)ers the
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Segmentation 3
Targeting$ositioning$romotions
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Segmentation 3 Targeting
*rimaril& Dimension" S6> CA 9 / Secondar& Dimension" %>> *rimar& Target" 6nd >onsumers$
omen C:I5+1 &ears Secondar& Target"
5 Mothers" >ustomers 'ho make thepurchase5 Health conscious indi)idualsspeci call& 'ith respect to calcium
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$ositioning StatementFor :I5+1 &ears old tnessconscious 9 acti)e 'omen$!6ST%6 !6S@ETA *R. /.!6S is alo' fat$ hi calcium milk -rand 'ith
%6SS THA! : 2 FAT A!D >A%>E5%.>K so that the consumers canen=o& the -ene ts of drinking milk'hile sta&ing t
Co&y Strategy To ASS.>EAT6 theconsumption of !es)ita$-& the target market$ intothe ATTAE!M6!T .F E!!6RSTR6!GTH and
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CHAN4E IN C+$5
ST6ATE45 +,,0 T@>"http"44''' &outu-e com4'atchL) fH8nK+t7@R'
+,:: T@>"http"44''' &outu-e com4'atchL) T+7N
NmlgatE
http://www.youtube.com/watch?v=fHUnK2txVRwhttp://www.youtube.com/watch?v=fHUnK2txVRwhttp://www.youtube.com/watch?v=T2x__mlgatIhttp://www.youtube.com/watch?v=T2x__mlgatIhttp://www.youtube.com/watch?v=T2x__mlgatIhttp://www.youtube.com/watch?v=T2x__mlgatIhttp://www.youtube.com/watch?v=fHUnK2txVRwhttp://www.youtube.com/watch?v=fHUnK2txVRw -
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of StrengthCam&aign
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Mission StatementAR6 O.8 TH6 .!6L
!6S@ETA P omen of StrengthP is a-out &ou EtBs a-out&our dreams and the challenges &ou face
e honor strong 'omen like &ou? 'omen 'ho li)edemanding lifest&les and ha)e a -urning desire toe7cel in their chosen eld in order to -uild a -etterfuture for themsel)es and their famil&
!6S@ETA P omen of StrengthP 'ill help &ou disco)er&our inner strength and achie)e &our goals so that &oucan make &our dream a realit&Q
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Nes ita 7+S 8//9: InitiatingComm#nity Based Marketing
http"44''' &outu-e com4'atchL) pG F:&k'Gig
*ro=ect 'as 'e--ed in an online and o inecampaign ; selection of + random luck&females
T@ sho' engaging them into a stimulating
session$ candidates share aspirations ando-stacles
Team of professionals and e7perts 5 guidethrough )arious moti)ational e7ercises
http://www.youtube.com/watch?v=pGWF1ykwGighttp://www.youtube.com/watch?v=pGWF1ykwGig -
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8/./: Intern "ith
yo#r 06EAMMENT+6http"44''' &outu-e com4'atchL) kM&A)I%
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Three Interns and Mentors
As&iring TV Host
As&iringFashion0esigne
r
As&iring N#tritionist
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es a :ST6EN4THEN 5+'6
F'T'6E Enteracti)e session in schools andcolleges across *akistan$ a'areness
a-out .steoporosis Goal Setting 67ercises$
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Bahria College
Hamdard 'ni ersity
'SA College
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%arachi and
!ahore: Nes ita7+S 8/..
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Cons#mer $romotions
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Social Media $romotions
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ahra and Na#sheen
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Cam&aign
E;ecti eness
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BC4 Matri-
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0$M 1 Nestle
S%IMME0MI!%
6E4'!A6MI!%
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S#r ey Findings
7hi h Milk C
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7hich Milk Categorydo yo# $refer