Marketing Management (Analysis of Major Juices in Pakistan)

Topics: Marketing, Pricing, Juice Pages: 36 (8097 words) Published: October 20, 2011


This project report covers the broad area of impacts of
controllable and uncontrollable variables in remote environment for the company, like economic boom or slump, segmentation on the basis of cultural likings and disliking of the consumers along with the social set up and their purchase behavior. An important part of this project report comprises the market situation in which Haleeb is competing. Market acceptability of its products and the upcoming trends regarding to juices are discussed. A detailed information about competitors like Nestle which is also the market leader and Shezan, and how they are affecting the company is also provided. An overview of distribution system and criteria of Haleeb in case of juices. A brief description of the company’s marketing, non marketing and management’s capability is given which tells us about the company’s internal strengths and weaknesses. Then comes the most important portion of the company’s

operations, which is the strategic management of marketing mix I-e 4Ps. And Recommendations and strategies to make its product superior are discussed.



In the 1860s Henri Nestlé, a pharmacist, developed a food for babies who were unable to breastfeed. His first success was a premature infant who could not tolerate his mother's milk or any of the usual substitutes. People quickly recognized the value of the new product, after Nestlé's new formula saved the child's life, and soon, FarineLactée Henri Nestlé was being sold in much of Europe. 1905-1918

In 1905 Nestlé merged with the Anglo-Swiss Condensed Milk Company. By the early 1900s, the company was operating factories in the United States, Britain, Germany and Spain. World War I created new demand for dairy products in the form of government contracts. By the end of the war, Nestlé's production had more than doubled. 1918 -1938

After the war Government contracts dried up and consumers switched back to fresh milk. However, Nestlé's management responded quickly, streamlining operations and reducing debt. The 1920s saw Nestlé's first expansion into new products, with chocolate the Company's second most important activity 1938 -1944

Nestlé felt the effects of World War II immediately. Profits dropped from $20 million in 1938 to $6 million in 1939. Factories were established in developing countries, particularly Latin America. Ironically, the war helped with the introduction of the Company's newest product, Nescafé, which was a staple drink of the US military. Nestlé's production and sales rose in the wartime economy.

1944 -1975
The end of World War II was the beginning of a dynamic phase for Nestlé. Growth accelerated and companies were acquired. In 1947 came the merger with Maggi seasonings and soups. Crosse & Blackwell followed in 1960, as did Findus (1963), Libby's (1971) and Stouffer's (1973). Diversification came with a shareholding in L'Oréal in 1974. Nestle Today:

Today, after 142 years it was first used, the nest continues to be the corporate Identity of Nestle as the worlds leading Food Company and remains the symbol of quality. Nestle, the symbol of quality and commitment in the field of food products. Nestle is the world No.1 food company. It is the 5th largest company in the world according to its turnover. It is present on all five continents, has an annual turn-over of 70 billion Swiss francs, runs 522 factories in 81 countries, 200 operating. History of Nestle juices

A well-known brand, FROST was introduced in 1986 and has the largest share of the countrywide market. Positioned as a cold drink and alternate to cola drinks, its strength lies in the convenience attached to its usage. NESTLE JUICES

Encouraged by the consumer response to NESTLE ORANGE JUICE that was launched in 1996, the category of NESTLE juices was expanded with the introduction of Mango-Orange and Mango flavors in the year 2000. This has...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing management Essay
  • Juice Marketing Essay
  • Marketing Management Case Analysis Essay
  • Marketing Analysis Research Paper
  • Marketing Management Essay
  • Marketing Analysis Essay
  • marketing analysis Essay
  • Marketing Management: Questions and Answers Essay

Become a StudyMode Member

Sign Up - It's Free