Report on Nido
Principles of Marketing
Term Report Part 3
NESTLE NIDO
Promotional Strategy
NIDO has adopted a “pull” strategy for its promotion. A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. Since, in Pakistan, most of the mothers depend upon fresh milk or packaged milk, therefore NIDO identified the need and created the demand for an instant milk powder that has all the nutrition that a growing child needs.
At present, NIDO is effectively using the following marketing mix: I. PRODUCT:
As mentioned in the previous parts of our report, NIDO has divided its consumers into three segments on the basis of age. In accordance to that, NIDO’s available in three varieties catering three different segments of their market. These include: * NIDO 1+ : For ages 1-3 years. * NIDO 3+ : For ages 3-5 years. * NIDO Fortified : For ages 5+ years.
Packaging: NIDO comes in different packaging styles; it is available in soft packages as well as in tin cans.
Logo: The logo they use is simple and crisp with a yellow background which is in-tune with their emphasis on health and nutrition. The heart in their logo evokes the emotional appeal in mothers for their children.
II. PRICE:
Size | 2500 gm | 1100 gm | 400 gm | 200 gm | Price | Rs. 830 | Rs. 199 | Rs. 88 | Rs. 56 | NIDO usually offers high prices as it targets school going children in cities. However it also caters to the middle class by keeping different packs with different prices so the middle class sector can buy smaller packs as they cost less. Also by being available in different sizes and packages; it claims to cater to the convenience of its customers. The price distribution with respect to different packages can be visible by the table presented below:
III. PLACING:
In case of NIDO, the company is using indirect distribution channels as illustrated below:
To make
Term Report Part 3
NESTLE NIDO
Promotional Strategy
NIDO has adopted a “pull” strategy for its promotion. A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. Since, in Pakistan, most of the mothers depend upon fresh milk or packaged milk, therefore NIDO identified the need and created the demand for an instant milk powder that has all the nutrition that a growing child needs.
At present, NIDO is effectively using the following marketing mix: I. PRODUCT:
As mentioned in the previous parts of our report, NIDO has divided its consumers into three segments on the basis of age. In accordance to that, NIDO’s available in three varieties catering three different segments of their market. These include: * NIDO 1+ : For ages 1-3 years. * NIDO 3+ : For ages 3-5 years. * NIDO Fortified : For ages 5+ years.
Packaging: NIDO comes in different packaging styles; it is available in soft packages as well as in tin cans.
Logo: The logo they use is simple and crisp with a yellow background which is in-tune with their emphasis on health and nutrition. The heart in their logo evokes the emotional appeal in mothers for their children.
II. PRICE:
Size | 2500 gm | 1100 gm | 400 gm | 200 gm | Price | Rs. 830 | Rs. 199 | Rs. 88 | Rs. 56 | NIDO usually offers high prices as it targets school going children in cities. However it also caters to the middle class by keeping different packs with different prices so the middle class sector can buy smaller packs as they cost less. Also by being available in different sizes and packages; it claims to cater to the convenience of its customers. The price distribution with respect to different packages can be visible by the table presented below:
III. PLACING:
In case of NIDO, the company is using indirect distribution channels as illustrated below:
To make