Nesvita Final Presentation

8/10/2019 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

Documents

Nesvita Final Presentation