Nestle is a well known company all over the world. It fulfills the needs of every age group. The famous products of Nestle are Chocolates, Cosmetics, Milk Powder etc. Nestle make joint venture with Milkpak and serves the consumers under the brand name of Milkpak Nestle. The head office of Nestle is at Switzerland. Nestle is the market share leader in almost all of their products. Nido is the market leader in Pakistan. The main competitors in the international market of Nido are Millac and Dano. There is no local market competitor of Nido. Nido has the excellent brand image in the minds of the people. Nido is in the growth stage of their product life cycle. The price of the Nido is according to its perceived quality. Nido have superb promotion mix system. This report helps the readers to understand the marketing strategies of Nido.
As the requirement of our course “Strategic Management of Marketing” we have conducted this research to study the marketing strategies of NIDO. We are greatly indebted to our resource person “Mr. Shahzad Alam” whose help and guidance enabled us to muster our courage and findings in a presentable manner. His comprehensive teaching style also enabled us to understand the subject of Marketing. Topics discuss with him would always remain in our minds.
We profoundly acknowledge the assistance, help and patience of Product Manager of MILKPAK NESTLE. As he with his vast knowledge and experience helped us to come up with a better understanding of assignment. We also thankful to him for giving us extra time.
• INTRODUCTION OF THE COMPANY NESTLE
Nestle is the name which is very respectable among international and multinational firm. NESTLE was born in the green plains and blue streams of SWITZERLAND and has its head office in VEVY. SWITZERLAND and its first product was Chocolate. The company has a 126 years old history and had dominated in almost all segments of market included food, nutrition’s, milk, sweets, chocolates, cosmetics and many other products. In simple words they have a product for every one. BRANCHES
It has its factories in more than 70 countries and market .Its product in more than 125 countries and the sales of the Nestle is among the top ten companies of the world. NESTLE IN PAKISTAN
Nestle international also wanted to expand its business in South East Asia. For this motive in mind the first signed a venture with Indian Company and than turned its attention towards Pakistan.
VENTURE WITH MILKPAK
Milkpak is a company of Wazir Ali Group and is known for producing finest quality products like Milkpak Dairy products e.g. Milkpak Milk, Butter, Desi ghee, Cream etc. and also a market share leader in juices e.g. Frost. Seeing the reputation of Milkpak in Pakistan, Nestle signed a venture in 1987 and from than the company is serving consumers with the name Milkpak Nestle.
BOARD O F DIRECTORS
Syed Yawar Ali (Chairman)
Mr. Josef M. Muelier (Managing Director)
M. Hanif RajputCOMPANY SECRETARY
A U D I T O R S
A. F. Ferguson & Co.
• LOCAL MARKET COMPETITORS
NIDO has no local market competitors as there is no good powdered milk locally produced available in the market and NESTLE MILKPAK is the only firm producing good quality powdered milk. Secondly NESTLE is the only firm producing powdered milk and is market share leader in all respects. INTERNATIONAL COMPETITORS At the time when NESTLE introduced NIDO in the Pakistan market it was facing a intense competition with the following brands: ➢ MILLAC
➢ RED COW
Major competitors among these were Millac and Dano at that time but span of time NIDO with its quality overcomes them and become a...