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Topics: Marketing, Pricing, Milk Pages: 49 (12911 words) Published: November 9, 2013

Marketing
Report on

Nestlé Fruit Yogurt

Submitted to:

Miss. Nusrat Huma

BBA (II) - A

Table of Contents

1.Vision Statement of Nestlé1
2.Brief Introduction of Nestlé2
3.Introduction to Nestlé Fruit Yogurt3
Marketing Ethics and Social Responsibilities5
4.Nestlé Fruit Yogurt’s Current Marketing Mix6
1.Product6
2.Promotion13
Promotional roles13
The message of Nestlé’s fruit yogurt15
The captivating fruit yogurt of Nestlé15
3.Place16
4.Price17
5.Nestlé Fruit Yogurt’s Macroenvironment21
1.Demographics21
2.Economics Conditions23
3.Competition24
4.Social and Cultural Forces25
5.Political and Legal Forces26
6.Technology27
6.Nestlé Fruit Yogurt’s Microenvironment30
1.Market30
2.Suppliers31
3.Marketing Intermediaries31
7.Segmentation33
8.Target Market and Strategies41
1.Cost Leadership (Undifferentiated or Mass) Strategy41
2.Differentiation Strategy42
3.Segmentation Strategy43
9.Positioning46
47
10.Strategic Direction of Nestlé Fruit Yogurt48
Where are we now48
Where do we want to go49
Market Product Analysis50
11.Proposed Marketing Mix51
1.Product Strategy51
2.Price Strategy54
3.Promotion Strategy57
4.Place (Distribution) Strategy66
12.Teachers Comments68

1. Vision Statement of Nestlé
The strategic priorities of Nestlé are focused on delivering shareholder value through the achievement of sustainable, capital efficient and profitable long term growth. Improvements in profitability will be achieved while respecting quality and safety standards at all times.

In line with this objective, Nestlé envisions to grow in the shortest possible time into the number one food company in Pakistan with the unique ability to meet the needs of consumers of every age group - from infancy to old age, for nutrition and pleasure, through development of a large variety of food categories of the highest quality.

Nestlé envisions the company to develop an extremely motivated and professionally trained work force, which would drive growth through innovation and renovation.

It aspires, as a respected corporate citizen, to continue playing a significant role in the social and environmental sectors of the country.

2. Brief Introduction of Nestlé
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, Farine Lactée Henri Nestlé was being sold in much of Europe.

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. The 1920s saw Nestlé's first expansion into new products, with chocolate the Company's second most important activity Nestlé felt the effects of World War II immediately. Profits dropped from $20 million in 1938 to $6 million in 1939. 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. Nestlé with headquarters in Vevey, Switzerland was founded in 1866 by Henri Nestlé and is today the world's biggest food and beverage company. They employ around 250,000 people and have factories or operations in almost every country in the world.

Nestlé Pakistan currently has 1958 employees and has a market capitalization of 41,268,136,000.

3. Introduction to Nestlé Fruit Yogurt
Nestlé is committed to offering consumers high-quality food products that are safe, tasty and affordable. The Nestlé Seal of Guarantee is a symbol of this commitment. Keeping this in mind, Nestlé developed a...
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