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Principle of Marketing: Launching A New Brand
Principle of Marketing: Launching A New Brand
1. Abdullah AURANGZEB
2. Aiman
3. Imran
4. Abdul Basit
5. Mohsin Khan
6. Noman
7. Maherban
15-DEC-2018
Nestlé Pakistan
We at Nestlé touch billions of lives worldwide; from the farmers we work with to the individuals and families who
enjoy our products, the communities where we live and work, and the natural environment upon which we all
depend.
At Nestlé Pakistan, the global ideology of Nutrition, Health and Wellness is inspired by the scientific breakthrough
of our founder, Henri Nestlé and ever since it runs in our DNA. Guided by our values and with nutrition at our core,
we enhance quality of life and contribute to a healthier future. We are the leading Food & Beverages Company
in Pakistan, reaching out to the remotest areas, offering products and services for all stages of life, every moment
of the day. Today more and more consumers mirror our emphasis on nutrition, as they realize that food choices
affect their health and quality of life.
Nestlé Pakistan is headquartered in Lahore, with four production facilities across the country. Factories in
Sheikhupura and Kabirwala are multi-product, whereas the ones in Islamabad and Karachi are water factories.
Nestlé Pakistan Ltd. is a subsidiary of Nestlé S.A., a company based in Vevey, Switzerland. Today, millions of
consumers across Pakistan mirror our emphasis on nutrition, realizing that food choices impact their health and
quality of life. About Nestlé Exchange (PSE), our food processing company has been operating in Pakistan since
1988 under a joint venture with Milk Pak Ltd, whose management we took over in 1992. For the last several years,
Nestlé Pakistan has been consistently placed among the top companies of the PSE.
Vision
. To bring consumers foods that are safe, of high quality and provide optimal nutrition to
meet physiological needs. In addition to Nutrition, Health and Wellness, Nestlé products
bring consumers the vital ingredients of taste and pleasure.
Mission
. Make better food so that people live a better life
.To make people healthy by providing natural pure
juice.
.In the face of increasing competition companies are redesigning the packages
that they offered. At the same time safety, long shelf life. Convenience and
economic stability are also important consideration.
.Apart of this Pakistan current produces about 20 million tons of fruit, which make
Pakistan strong raw material base
Staying healthy starts with what we eat and drink and even small changes over time can
make a big difference. Our flavor are filled with wholesome goodness of vitamin and minerals
found in fresh fruit. Therefore, I would like to tell you the features of product.
A. Organic fruits.
Our fruit juice are made only from organic fruits in Punjab- owned field. It is being organic and
organic is health
.ISLAMABAD
Climate
THE AREAS THOSE ARE HAVING LONG SEASON
OF SUMMER ARE OUR FOCUSED AREAS
AGE GROUP
GENDER
FOR BOTH GENDERS MALES AND FEMALES
Age family cycle segmentation
Children, Youth and Aged People
.THE PEOPLE THOSE ARE VERY MUCH
HEALTH CONSCIOUS
. Educated peoples.
EXPLORATORY
Interaction with individuals on One to One basis
COLLECTION OF DATA
PRIMARY RESEARCH
The primary data was collected from
. Suppliers
. Competitor
. Market Intermediaries
A. Physical Distribution Firms
B. Market Services Agencies
C. Financial Intermediaries
. Law & Order Situation
. Economic Environment
. Political Circumstances
.We have decided to deliver free pack of juice
to poor people’s specially in Ramadan on
iftar time.
. Strength . Weaknesses
. Opportunities . Threat
Strength
. Imported Plant
. Self Investment
. Availability of Resources
. Energetic Employees & Workers
. Maximum Productivity with Minimum Wastage
of Resources
. Weaknesses
. Inability to provide consistent quality in food product’s
.Lack of reputation
.warehouse storage problem
. Lack of trust
Opportunities
• Local Brand
• Potential in the Market
• Comparatively low price among competitors
• Plans to expand in other provinces of Pakistan
Threat
. Competitors
.Juice manufacturer Plants within the Cities
(Pulpy orange)
.Shortage of Electricity.
. Government policies (chief justice argument)
Pulpy orange
About
Pakistan
Minute Maid entered the Pakistani market in 2008. Here they have used the same advertising
concept as they have used in India i.e. "where is the pulp?".
Minute Maid Pulpy Orange
Minute Maid Pulpy Tropical
Minute Maid Pulpy Nimbu/Lemon (Launched in 2012 and discontinued the same year)
A. Product B. price
C. Place D. promotion
PRODUCT
. Brand Name => Fruity fun
. Position Statement => Drink to live
healthy
Physical view
Packaging refer to a set of task or activity which concerned
with the designing, production of appropriate wrapper,
container or bag for the product.
. Name
. Quality
. Packaging
AUGMENTED PRODUCT
Delivery to the Retailers Through Our Own Agencies
SIZE
300ml
Selling price
1. Wholesale
a. 300ml – 40
2. Retailer
a. 300ml – 45
3. Customer
a. 300ml - 50
MANUFACTURER
5-10
WHOLESALER
5-10
Retailer
10-15
Price comparison with competitor
Fruity fun contain orange pulp of the citrus variety, which is most
popular variety of Pakistan
LOCATION