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