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IMC PLAN FORNESTLE

MILKPAKPRESENTED BY : MAIRA HASSAN

UZMA KHZLID



ABOUT NESTLE PAKISTAN

Pakistan-based company engaged in manufacturing,processing and sale of food products, such as dairy,confectionery, culinary, beverages, infant nutrition anddrinking water.

The Company operates in two segments: Milk and nutrition

products, which include milk based products and cereals; andBeverages, which comprise juices and water.

The Company's products are traded under brands such as

NESTLE MILKPAK, NESVITA, NIDO,EVERYDAY, MILKPAK CREAM, NESTLE

CREATIONS, NESTLE RAITA, NESTLERIWAYATI MAZAA and NESTLE FRUITAVITALS, among others.



MISSION

“Nestlé’s mission is to provide the

best food to people throughout theworld.”



VISION

The strategic priorities of Nestlé milkpak are focuseson delivering shareholder value through theachievement of sustainable, capital efficient andprofitable long term growth.

Nestlé milkpak envisions to grow in the shortestpossible time into the number one food company in

Pakistan. We envision the company to develop an extremely

motivated and professionally trained Innovation andrenovation.

We aspire, as a respected corporate citizen, tocontinue playing a significant role in the social and

environmental sectors of the country. Mostinnovative and fastest growing food companyoffering Products enjoyed in “Every home everyday”.



NESTLE MILKPAK

Milk Pack was the first tetra pack introduced inPakistan in 1981 with green and white packagingthat is associated with Pakistan’s flag.

It has recently highlighted the use of iron that has

been added to the milk and communicated this inits advertising and packaging. The tag line alsoreads as “making a stronger household”.

Over the last Twenty Eight years, the company'sprime concern has been to improve the qualityand volume of milk for UHT processing and for

other milk based products.

Today, Nestle MilkPak can boast of the largest milkcollection networkin the country, unmatched in size, productivityand efficiency.



IMC TOOLS FOR MILKPAK

Determining the Promotional Methods:

The method adopted by Nestlé for introducing NestléUHT Milk was advertising outdoor printed media foradvertising like hording boards, new papers, postersetc.

RE – LAUNCHING:

After thoroughly analyzing the reasons of presence of large number of competitors Nestle decided to re-launch it product with new packing and new

statement “BANAYE MAZBOT GHARANA”



ADVERTISING (MAIN

FOCUS OF MILKPAK)

Media opted for: Television, Bill Boards and PrintMedia.

Slogan: “Good food, Good life”

Theme: MILK FOR EVERY ONE

Push VS Pull: At some stores there is push strategyfor the product whereas at some stores its pull.

Promise & Support: BEST MILK FOR DRINKING

Value Preposition: Best value for money.

Marketing Strategy Used: Penetration strategysupported by product differentiation

Core Benefit: Fulfillment

Functional Benefit: Makes Energy



TELEVISION

•Nestle use 40% of their budget on the broadcastmedia.

•Television is the major medium used for the

advertisement.

• Nestle has been playing commercials on the TVsince they have launched the Nestle Milk pack.

•Their Ads cover all the lifestyles of the people.

BROADCAST MEDIA



Cont’d:

RADIO

Nestle is not only advertising on Television but theyare also advertising on radio. They play the vocal adson Fm 100 and 101. Advertising on radio is basicallyfor the people who are on roads.

PRINT MEDIA

In the print media Nestle is using the followingmediums to advertise.

Magazines & Newspapers

Nestle advertise in both magazine and newspaper onweekly and monthly basis.



BELOW THE LINE

Below the line includes following mediums of advertisement:

Direct mail

Outdoor Transit

Supplementary material



DIRECT MAIL

ADVERTISING:

It is any form of advertising issued directly to theprospect, whether through the mail, fax, online

computer services, salesperson, dealers or other meansrather than through traditional mass media.

Postcards

Leaflets/ flyers

Folders / brochures



OUTDOOR

Nestle spend a big share of their advertisement budget onthe out-door Advertisement, which includes:

Painted Billboards

MMT

Vinyl sheet

Rotary Plan



COMMUNICATION

PROCESSSource:

The source provides the purpose for communication.

This source should consist of ideas, needs intentions,information and purpose.

Here in this billboard the source is Nestle (TheCompany)

Encoding:

Translating the source into a code requires encoding.

Encoding develops the information from the source intoa code.

Here in this billboard they are encoding that:



cont’d:

The Milk they are providing is so pure that it led you livea long healthy life because it provides you the realenergy and calcium’s which in turn makes a strongfamily and they thank the customers who had faith inthem.

Message An encoded document would then express the purpose

or message of the source, the message being that bodyof information necessary for sufficient graphiccommunication.

Here in this billboard the message is “BANAYE MAZBOTGHARANA”.



Cont’d:

Channel

The medium or carrier of the message would be thechannel.

choice of channels is often an important factor in theeffectiveness of communication. Here the channel is

billboard. Here the channel is billboard

Receiver

The receiver is the target of the communication.

Mass Market is targeted as every-one take milk in dailylife in different needs.



Cont’d:

Decoding The receiver must have a set of skills and abilities

necessary to decode information

The receiver needs a decoder to understand the

message. Here in this billboard the decoding is:

Natural Beauty

Healthy & Attractive Skin

Fresh Energetic

Bright Faces



Cont’d:

Noise/Interference: Interference is the undesired outside influence that

tends to prevent the completion of effectivecommunication.

The goal of any communication is to eliminate or

minimize interference. In case of billboard we can only consider the traffic

signal as source of noise.



Cont’d:

Response/Feedback:

The effectiveness of a communication is assessed whenthe source receives response.

The feedback can be a tangible product of thecommunication and can lend itself to easy evaluation.

We like to buy Nestlé’s Milk because its purest form of milk.



SALES PROMOTION

sales promotion strategy is also used somehow, alongwith excessive advertising, discounts and incentives aregiven to the customers as well as the retailers and

whole sellers on the following occasions especially. Ramadan offers

Buy one get one free

Bundle packaging



INTERACTIVE OR

INTERNETMARKETING

Internet advertising is done on a small scale in whichpop-up come forward on kids’ websites and play stationdownloads.

These create interest and fun in kids and promote thebrand.



PERSONAL SELLING

Initially when Milkpak was launched, it was sold door todoor as well to create awareness in the country peopleand especially in rural areas to drink pure milk without

any impurities. But that was done for a short time period, as the

company is producing a normal consumer welltherefore; it had its basic push on massive advertisingusing almost all form of advertising.



CONCLUSION

Nestlé' is continuously investing in it's Brands.

From our report it is concluded that nestle has a goodreputation as a strong consumer brand.

66% of the consumers use Nestlé’s products regularly.60% of the consumer's associate quality with Nestle.

57.3 % of the consumers prefers Nestle over otherbrands of pure water that are available in the market .



Cont’d:

66% consumers bought Nestle water because of its brandimage which is of good quality products.

This is also proved by the statistical and graphical

analysis of the data obtained from consumers that theyare quite satisfied from nestle pure water.

Nestle formulating a good strategy and they are tryingto go for mass-marketing.

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