Project on Nestle

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  • Topic: Milk, Dairy, Dairy farming
  • Pages : 18 (3807 words )
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  • Published : March 9, 2011
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Strategic Marketing
Project Report
On
 
NESTLE MILKPAK
 
Submitted To:
Mr. Jawad Saleem
Submitted By:
Naveed Ahmed 071191
Rehman Baig 071172 Tariq Waseem 071194 Mazhar Cheema 063171 Hamza Ahmed 083606 Table of Contents
Executive Summary 4
NESTLE 5
HISTORY OF NESTLE 5
COMPANY VISION 5
COMPANY MISSION 5
PRODUCTS 6
NESTLE IN PAKISTAN 6
NESTLE MILKPAK 6
COMPETITORS 7
Competitive Advantage 7
Demographics of Pakistan 8
Pakistan Milk Market/Industrial Analysis 9
MILK Flow Channels in Pakistan 12
Industry SWOT Analysis 13
Strenghts 13
Weaknesses 13
Opportunities………………………………………………………………………13 Threats………………………………………………………………………………13 Milk Supply Chain in Pakistan 14
Milk Industry of India (SWOT)…………………………………………………....….15 Market Segmentaion of Nestle Milkpak 18
• Geographic Segmentation 18
• Demographic Segmentation 18
Targeting 18
Situation Analysis 18
Awareness: 18
Top of the mind recall 18
Market Share (%) 19
Market Trends 20
Market Potential 20
SWOT Analysis (Nestle Milkpak) 20
Strengths 20
WEAKNESSES 21
OPPORTUNITIES 21
THREATS 21
Positioning Strategy 22
Differentiation 22
Marketing Mix 22
PRODUCT 22
PRICE 22
PLACEMENT 23
Distribution Channels 23
PROMOTION 23
Marketing Strategy 23
Recommendations 23
BIBLIOGRAPHY 24
 
 
 
 
Executive Summary
Pakistan is an agricultural country. According to Ministry of Food, Agriculture and livestock, agriculture accounts for 20.9 percent of the GDP. Dairy industry contributes 49% to the agriculture value and 11% to the GDP. Annual production of milk is 35.25 Billion liters in the country; But the Processed milk is only 4% of the total production. Like other countries Dairy is not a dedicated profession of the people, farmers is associated with dairy and agriculture at the same time, Profitability for the farmers is very less. Infrastructure is not developed, cooling tanks and other facilities are not available, and the large part of milk production is wasted. There is a multi-hierarchal distribution system of the milk; the farmers are not getting reward of their work. All these factors are making this industry unattractive for the farmers and the industry is no developing up to the mark. Only 4% of the total milk production is processed and used in urban areas of the country. According to Pakistan Dairy Development Authority •Only 0.52 Billion liters UHT and 0.5 Billion liters pasteurized milk is available in the country. •In urban areas 4.7 Billion liters milk is provide by Gawalas. •1.27 Billion liters processed milk is sold by the milk shops. •There is a potential of about 5 billion liters of milk sold in the urban areas. •In urban areas people are more health and quality conscious, the income level of urban population is also good so this segment has potential for UHT and Pasteurized milk. Nestle is the world largest food company and nestle MilkPak is Nestlé’s famous UHT milk brand. Nestle Milkpak has south Asia’s biggest Plant at Kabirwala. It is targeting upper and middle class. It is differentiating its brand by adding Iron and Vitamin “C”. The Nestle MilkPak is following growth strategy. The immense competition is going in the market; it is recommended that Nestle Milkpak should invest more in milk business and other value added milk products. In this way Nestle Milkpak can fulfill the local demand by locally processed milk and milk products instead of the imported milk products. Nestle has brand recognition throughout the world and they can export milk powder and other value added products in future.  

 
Nestle
Nestle is the largest food company in the world.
It is present in all five continents, has an annual turnover of 74.7 billion Swiss Frances. There are 509 factories are running in 83 countries, having 231,000 employs. History Of Nestle
Our story begins in 1867, when Henry Nestle developed a baby formula that saved child’s life and marked the beginning of Nestle. It is originally consisted of two...
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