Advertising plan nestle
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Transcript of Advertising plan nestle
DEPARTMENT OF
TOPIC: Advertising Plan On Nestle Milkpak
NAMES : Al-Sayed Hasnain Hyder Naqvi (320)
Abdul Khalid Memom (307) Ikramullah Memom (337) Muneer Ahmed Junejo (366) Mushtaque Ali Shaikh (367) Sheeraz Ali Pathan (386)
SUBJECT : Advertising
SUBMITTED TO:Madam, Sanam Memom
CLASS:BBA-III
6th Semester
Company Name and Its Introduction
Nestle-Pakistan
Organizational History:
Nestlé is a multinational packaged food company founded and headquartered in
Switzerland. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company
for milk products established in 1866 and the Farine Lactée Henri Nestlé Company set up
in 1867.
The Company is engaged in manufacturing, processing and sale of food products in
Pakistan. The company offers milk, dairy, and chilled dairy products, including UHT
milk, yogurt, raita, ghee, and cream; beverages, such as coffee, juices, and instant drinks;
and bottled water in non-returnable and bulk bottles for home and office delivery. It also
offers infant cereals; prepared meals, such as noodles; breakfast cereals; and mints,
chocolates, and confectionery and culinary products.
The company, formerly known as Nestle Milkpak, Ltd., was founded in 1979 and is
based in Lahore, Pakistan. Nestle Pakistan Limited is a subsidiary of Nestle S.A. It
operates in Sheikhupura, Kabariwala, Islamabad and Karachi.
VISION:
The strategic priorities of Nestle Pak Ltd 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, Nestle Pak Ltd 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. Nestle Pak Ltd 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
MISSION STATEMENT Nestlé’s mission is to provide the best food to people
throughout the world.”
Product Name
Objectives of NestleMarketing objectives are compatible with the overall corporate objectives of nestle.
Company’s objective is to be the world’s largest and best branded food manufacturer
while insuring that nestle name is synonymous with the products of the highest quality.
Its chief objectives are:
• To achieve compatibility with international voluntary standards on environmental
management systems.
• To build mutual trust with consumers, governmental authorities and business partners.
• To ensure continuous improvement of nestles environmental performance.
• Conservation of natural resources and minimization of waste.
• Total compliance with the laws.
• To establish the benchmark for good business practice.
• Employing new technologies and processing.
• By committing to resources, both human and financial.
• Measuring the cost and benefits to business of its activities
Advertising Objectives and Plan
The objectives of the advertisement of Milkpak are not only increasing market share
in Pakistan but rather building long-term relationship with customers through the use of
emotional strategy. Another objective includes increasing demand of Milkpak by
increasing its liking among people.
Creative Strategy:
Milkpak is having a way that Every one drinks Milkpak and it’s a milk of Nation; which
is liked by everyone focusing its target market which is middle and upper class with a
way that MILKPAK is MILK of Nation.
Execution Plan for Nestle milkpak
TVC Production For the Milkpak campaign, a video ad is also made in order to give a
live message to the audience about that every person in Pakistan drinks Milkpak, A
school kid while having break in lunch box have milkpak to drink, A college Student
while studying drink it and a man drinks milkpak while reading a newspaper and enjoys
it, A boy doing exercise drink it to have energy. In that video, the devotion of people
towards Milkpak is shown, It is totally used of soft sell technique and effects people
emotionally and creates a positive image of MILKPAK
Print Media The print media being used for advertisement of Milkpak in newspaper
which is being used for giving its ad in order to remind the product and try to reinforce
the image of Milkpak in the minds of the customers. In the newspaper the ad will be
given in the 2nd page in which different types of ads will be shown day to day basis
Radio Advertisement in Radio will be made on hourly basis as per time check for
listeners and every one listens our ad; it’s a good opportunity to those customers who
may not view our print ad or TV ad
Skin on Busses/Van and Bill board The same print media ad will be show in these
selected medium to create long term brand personality that MilkPak is Milk of Nation.
SWOT ANALYSIS OF NESTLE Milkpak from Advertising Perspective Strengths
• Educated and Skilled Marketing Staff
• Large number of new market offerings.
• Pre purchase virtual display at thousands of shops, stores within Pakistan, which are
also easily accessible for consumers
• Arrangement of events
• Physical evidence Strong Brand image
Weaknesses
• There is weak marketing of Milkpak as there is no advertisement of Milkpak on official
website.
• Lack of awareness among the target market.
• It is a main weakness of milkpak that there are different companies of milk but the
name of nestle milkpak is always stand in the last because of low advertising and
marketing.
Opportunities
• Increasing interest of people
• Few and weak competitors
• Can Reposition itself buy one more Advertising Campaign
• Currently none of competitors is spending money of advertisings, so I may be beneficial
for Nestle to Advertise
• Growth of processed milk is increasing with 20% annually so Nestle Milkpak has the
opportunity to capture a large share of market.
Threats
• Major Player may enter target market
• Legal and ethical issues.
• Market segment growth could attract new entrants.
• Two main competitors Haleeb and Olpers are main threat for Milkpak especially the
Olpers is growing very fast.
• There is no entry barrier for new entrants as the Olpers has come in the market.
Advertising Campaign
Advertising Campaign
Advertising Campaign
Media Coverage
As you know that nestle is global company and it perform its operations in various
including Pakistan. Pakistan Nestle Milkpak Limited’s covers All region of Pakistan
through various media sources the main purpose the main purpose media coverage is to
aware more people of Pakistan the main object of Nestle Milkpak is to increase market
and become a Market leader in Milk industry which is only possible through largest
media coverage Nestle Milkpak Covers the all region of Pakistan through these media
source
a. Electronic media
b. Print Media
c. FM Radio stations
d. Wall chalking
e. out door Advertising( Billboards)
f. Transit Advertising ( Transport Buses)
Target Audiences of Nestle Milkpak
Target Market: The target market chosen by Milkpak through this advertisement is the
entire nation, especially Middle and upper class. The main reason for it is that if these
classes become a regular user of Milkpak, it can serve their life-time value to the
company.
Geographic Segmentation: Geographic segmentation approach markets are divided into
different units these units may include nations states, countries or even may
neighborhood consumer often have different buying habits depending upon where thy
reside Geographically Nestle has been very successful in targeting those areas where its
competitors are not easily available. So Nestle Delight will have an advantage over its
competitors. A large segment belongs to the northern and rural areas of Pakistan will be
covered by Nestle because of strong distribution network..
Province wise Segmentation
SINDH
PUNJAB
BALOCHISTAN
NWFP
Demographic Segmentation: Dividing the market in the basis of demographic variables
such as age sex, family size, education, income, and social classes are called
demographics segmentations.
Nestle is currently targeting house wives, people of all ages especially growing children
on basis of its purest form of milk. Young mother’s segment should be addressed for the
better growth of their children because the purest form of milk. So, Nestle fulfill the need
of complete healthy and nutritious food for everyone in family. Youth is to be addressed
with respect to the energy they need to perform their daily tasks.
Age Gender Social Class Occupation Income Range
4-20 Teen Ages Middle &
Upper
N.A N.A
20-50 MALE Upper Upper,
Upper Middle,
Upper Lower,
Self-employed,
Job Holders
50,000-250,000
per month
20-50 MALE Middle Upper,
Middle Middle
Job Holders,
Self-employed
10,000-50,000 per
month
20-50 FEMALE Upper Upper,
Upper Middle,
Upper Lower,
Housewives,
Job Holders
50,000-250,000
per month
20-50 FEMALE Middle Upper,
Middle Middle
Housewives,
Job Holders
10,000-50,000 per
month
Behaviorist Segmentation
Dividing consumer into groups according to their uses loyalties or buying responses to a
product is behaviorist segmentation for example product of brand usage degree of usage
are combined with demographics and psychographic criteria to develop profiles of
market segments Nestle has an advantage that they have already got a strong brand
image. People are loyal to this brand, making use of which Nestle can specially target this
segment & offer them any new product or highlight any feature into marketing campaign
to sell more.
Customers Profile:-
Families, children, Females House wives between the ages of 25-35 who are conscious
about health of their children.
NESTLE is focusing People as a whole regardless of demographic, psychographics and
geographic. The main target of the firm is PEOPLE. This can be seen from their media
and hoardings. Even on the packing design one can see the FAMILY, which focuses all
the age groups.
Marketing Mix (4Ps)
The Marketing environment at Nestle focuses on the principle of satisfying consumer
needs. The overall trust of consumers in Nestlé’s brands and products comes from a
quality image that has been continuously strengthened for over 130 years.
Nestlé strives to increase this trust through its commitment to environmentally sound
business practices. For this purpose Nestle:
Bases environmental claims in advertising, promotional material, labeling and
corporate communications on solid scientific evidence;
selects materials and printing methods for merchandising materials such as:
consumer offers,
in-store promotions,
Displaying materials, leaflets and printed materials in light of environmental
considerations.
Product: • Quality Product
Nestle Milkpak has the largest market share due to its consistent quality.
Nestle Milkpak is available in different product range and stylish packaging.
Nestle Milkpak has been in the market for a very long time and it is at maturity stage.
Price: • Competition Based Pricing
Milkpak is holding a large share in the market due to its quality at same price as
compared to competitors.
Placement:
Milkpak is not sold directly to consumers and the complete distribution process is
followed. It uses indirect channels for distribution like:
Manufacturer -> Distributor -> Wholesaler -> Retailer -> Consumer
Promotion: • Focusing on health conscious people in their advertisement.
Promotion Mix includes Advertisement which are these
a. Electronic media
b. Print Media
c. FM Radio stations
d. Wall chalking
e. out door Advertising ( Billboards)
f. Transit Advertising (Transport Buses)
Slogan
“A DAY WITHOUT MILK IS LIKE THE DAY WITHOUT SUNSHINE”
Bibliography www.Nestle.Com
www.marketing.com
http://www.slideshare.net/bomarayag/nestle-8139996
http://download-reports.blogspot.com/2011/08/nestle-milkpak-comprehensive- marketing.html
http://kninn.blogspot.com/2010/02/marketing-mix-of-nestle-pakistan.html