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Strategic Marketing Management

Final Project

Nestle Cheese



First of all we are thankful to Allah Almighty for bestowing us with the opportunity to study in such a prestigious university and reap the prospects of learning from such knowledgeable faculty.

Justice to my work would not have been done without acknowledging sincere and heartiest gratitude to our resource person, Mr.Mobin ul Haque for guiding us in the related work, finding time from their busy schedules and helping us.

We also admire each other for putting our best effort as a team in completing the project and helping eachother in the time of distress. We also want to thanks our friends and colleagues who supported us played a pivotal role in completion of this work.


The final project of Strategic Marketing Management is based on the idea of launching a new product in the local market of Pakistan. After the joint consensus we have reached to the idea of launching Nestlé Cheese in Pakistan which is not in the Pakistani market till date. For the launching of Nestlé Cheese in the local market we have to apply all the basic concepts of marketing and strategic marketing.

The reason for selecting the Nestlé Cheese to be launched in the Pakistan is that there is currently only three local brands that are working on the same product and among them are the brands like Haleeb, Nurpur and Adams. All these brands are also competing with Nestlé in the dairy industry. The current competition will change as soon as we will bring a Multinational food manufacturer in the market to compete in the cheese sector. We believe that Nestlé is being backed up with the state of the art manufacturing equipment and the years of expertise which will be the key strength along with the brand name itself” Nestlé”.

In order to get the desired results by launching the Nestlé Cheese in the market we need to put all the marketing tools and technique in a shape to get our work done by launching the Nestlé cheese successfully in the local market.

We are applying all the marketing tools like Porter Analysis on the industry to check the attractiveness of the industry and then make a Porter Generic Model as well. We are also including STP in order to get the clear idea of the market and the customers in order to make our new launch successful. In order to see where to place our product in the market we are also making a Group Mapping along with the Perceptual Mapping of Nestlé Cheese. We are also working on different matrices for getting the better insight of what to do for making our product successful. We are also working on the P’s of marketing to understand the different aspects of our product. We are also working on the SWOT and the Product Mix of Nestlé Cheese.

Nestlé at a Glance

Ever since Nestlé was established, we have been committed to nurturing people worldwide. Today, as the world's leading Food and Beverages Company, and leaders in health and wellness, we try to cater to all your family's nutritional needs, no matter where in the world you live. Our story begins in 1867, when Henri Nestlé developed a baby formula that saved a child's life and marked the beginning of Nestlé's decades-old commitment to nutrition. In the 140 years since then, we have expanded around the world and developed a range of products designed to suit every taste, need and cultural preference. Our distinctive seal is recognized everywhere as a guarantee of quality and healthfulness. Nutrition, quality and convenience remain the keystones of our products and even as we confront the new century's challenges, we feel it is our duty to adapt to the changing needs of our consumers. Our responsibility does not simply lie in perfecting the products we develop at our R&D centers spanning four continents, but the role our products play in making lives better - both for our consumers and for communities in the...
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