1.Advertising Plan ofNestle Milk Pack(Relaunch)Syed Ahmed OwaisShahzad NaseemZaheer

2. Company Vision:Vision of Nestle Milkpak is to expand businessaccording to the increasing demand of market.As per our company vision in 2020 productioncapacity of all plants working in Pakistan isbeing increased.So extension of Kabirwala Plant is the exampleof our company vision. 3. Company Mission:At Nestle, we believe that research canhelp us to make better food, so thatpeople live a better life.Good food is the primary source of goodhealth, so we are trying to make goodfood. 4. Competitors:The maincompetitors of NestleMilkpak are:Olpers MilkGood MilkHaleeb Milk 5. Competitive AdvantageNestle Milkpak never compromises on quality.Nestle Milkpaks extensive milk collection system ensures that themilk you get is of the finest quality.Nestles products are available in every city and town.Nestle is using the latest technology in its production units.Nestle makes milk powder of the surplus milk in winter andconverts this milk powder into UHT milk in summer. 6. Advertising Plan:4 - Situation Analysis:Total Target180000000(i)-BackgroundMarket Of MilkResearch:Annual Production 33.25Of MilkPakistan is the 5th largest (Billion Liters)milk producing country in Total market of 31.92the world.Gawala (96%)An estimated 33.25 billionBillion litersliters of annual milk isTotal EXISTING 1.33produced. market ofprocessed milk(4%) Billion Liters 7. (ii) - SWOT Analysis:Strengths: Weaknesses:Strong Brand image.The target market of NestleQuality product. Milkpak is upper middle andSolid Financial position.high class because lower middle and poor class cannotStrong supply chain network. afford to buy UHT milk due toQualified work force.its premium price.Commitment to High QualityProducts. This is the only weakness ofFocus on research anddevelopment. Milkpak. 8. (ii) - SWOT Analysis:Opportunities: YearAnnual Annual Production ConsumptionMore people are coming (million (million liters)towards processed milk liters)because loose milk isdangerous for health due to a2008-09 648.43 353.71lot of contamination.Growth of processed milk isincreasing with 20% annuallyso Nestle Milkpak has the2009-10 753.89 372.05opportunity to capture a largeshare of market. 9. (ii) - SWOT Analysis:Threats:Two main competitors Haleeb and Olpers are main threat for Milkpakespecially the Olpers is growing very fast.Inflation is getting higher and higher so the purchasing power of thepeople is decreasing day by day.There is no entry barrier for new entrants as the Olpers has come in themarket. 10. Key Advertising Problem:Decreasing Sales/Declining Market Share.5- Key Strategies: Objectives: 1-To increase market share. 2-To Create Brand awareness. 3-Purchase Action. 11. Strategies:1-Increase Milk Useage: (a) through building brand alliances with Tea & Juice manufacturer s like manufacturerTapal Tea & Hamdard Rooh Afza. (b) Will also make alliances with cooking channels specially Masala TV to sponsor their hot shows . (c) Will run Nestle Milk Pack show to provide new recipes toincrease milk usage and therefore increase our sale andincrease share of processed milk. (d ) Will provide tasty and delicious recipies on our website2-Increase Health Awareness: by focusing on professionals.3-Increase Brand awareness: through IMC. 12. (c ) Target Audience:Demographic Segmentation:Children,Women of Child Bearing Age 15 - 45,Eldery Women,upper and middle class families, specially focusing on middle class.class.Psychographic Segmentation:Milk Packs have segmented the market more towards achievers who are goal-oriented and focused on their Pack goal-careers.Those who are health concious. concious.Behavioral Segmentation:Milk Packs products have been segmented on the basis of benefits that consumers seek in the milk. Pack consumersPeople look for a brand that can be used for all purposes from drinking to, tea whiteners as well as for health related uses. 13. Brand Position & Differentiation:Positioning Strategy: Functional PositioningNestle Milkpak has adopted the functional positioning strategy like:Khaalis He Sab Kuch HaiWohi Qudarti MazaJaan BanaooPURE MILK, HEALTHY LIVINGDifferentiation:Addition of Calcium and Vitamin D 14. (e) Brand Image & Position:Brand Image:Quality Nutritious Milk.Brand Personality:Haelthy, Active, Goal oriented people. 15. (6) Message Strategy:(i)_Key Consumer Insight:Age------------Children, Women of Child Bearing Age, ElderlyWomen.Sex------------Either Sex but special focus on Women.Race----------Any.Ethnicity-----Pakistani.Income-------Middle Classs.Occupation---Professional (i.e, Healhy, Active, Goal orientedpeople). 16. (6) Message Strategy:(ii) Selling Premise:Quality pure milk.(iii) Support:UHT Treated.Standardized and Homogenised milk with minimum fat at 3.5%.Aseptic packing using Tetra Pack.Enriches with Calcium and Vitamin D. 17. (6) Message Strategy:(iv) Big Idea:1-Tapal tea is recommending Milk Pack to be used with its tea to get thereal taste and aroma.2-Well Women Campaign using Specialist Doctors likeGynaecologist, Paediatrician and Orthopaedics recommending to use aglass of milk pack daily to get healthy living.3-Sportsman & Sportswomen using milkpack as a drink duringsports interval. 18. (6) Message Strategy:(v) Execution:1-Tapal + Mlkpack Co-production.2-A prominent Gynaecologist in her charitable clinic at some rural areaof Pakistan councelling a nutritiously deprieved pregnant women to makeeffort to maintain her health and provides a free Milkpack Pack as asupplement. It also highlights Nestle Corporate Social Respondcibilityi.e, taking active part in Well Women Campaighn.3-Shahid Afridi and the Women athelet who won the 100 metre racefor Pakistan are using Milkpack as a drink during their sports interval. 19. (7) Media Strategy:(i) Media Objectives:1-Increase Milk usage: using brand associations like with Tapal and Rooh Afza.2-Increase Health awareness: specially amongst children and Women.3-Increase Brand awareness: through advertising. 20. (7) Media Strategy:(ii) Vehicle Selection:1-Television:Reach:-Cocking Tv: like Masal & Zoq.-Drama TV: like Hum TV.-Islamic TV: like QTV.Frequency:Mainly advertise during Prime Time & during Morning Shows. 21. (7) Media Strategy:2- Radio:Reach:Main focus on FM Radio chanels like FM 100,107 & 89 particulary musicoriented.Frequency:Advertise durin office hours to target working class i.e,Early morning between 8-9 amand between 5-6 pm. 22. (7) Media Strategy:3-News Paper:Will advertise on Sundays and Public holidays in:Jang,Express,The News &Dawn. 23. (7) Media Strategy:4-Magazines:Will advertise in Children and women magazines like:Nonehal,Kiran,Shouaa.Also advertise in professional magazines like:Economist,JPMA. 24. (7) Media Strategy:5-Billboard:1-At or near offices: Like at Shahra-e-Faisal.2-Outside shopping centres like:Tariq Road,Clifton Shopping Mall &Haidery. 25. (7) Media Strategy:5-Billboard:3-Outside schools:Grammar School,Beacon House &City School. 26. (7) Media Strategy:6-Cable:Will advertise in the Local Cable Channels like Movie Channel.They are cheep.Large number of people watch them.Movies are shown on them on the bases of rating. 27. (7) Media Strategy:7-Internet:1-Enhance our own website of Nestle Pakistan, showing Milk Packprominently.2-Social Sites like Face Book.3-Email sites like Hotmail & Yahoo.4-Websites of our media partners like Hum TV, FM 107, Geo & Jang. 28. 8-Other Tools:(i) Personal Selling:Our strategy is to target Medical Professionals related to our Targetmarket, which is Children, Women of Child Bearing Age and ElderlyWomen.So our team of representatives will go in the field and will meet directlywith prominent Pediatricians, Gynecologists and Orthopedics of themajor cities of Pakistan.We will convey our message that health should be the top priority of eachindividual and one way of maintaining and ensuring health is to have milkdaily. .For this purpose our product Milk Pack is the best choice. 29. 8-Other Tools:1-Stalls:(a) We will place our stalls inside major Schools, Colleges andUniversities specially Medical Colleges and Business Schools forpromoting our Brand Milk Pack amongst our target market andyoung professionals who will be our partners in future.(b) We will also place our stalls inside major departmental storeslike Metro, Makro, Imtiaz Super Store, Naheed and Aghas andprovides free tea and milk related products to our visitors of thestall. It will be a means of Promotion plus a Positive Word ofMouth, if the audience likes it. 30. 8-Other Tools:(iii) Public Relation:-Toll Free Number.-Web Site of Nestle.-Mailing Address.-Provide free consultation once a week at the level of district hospitals for Gyaene& Paeds.-Provides Tea & Cofee Makers to prominent businesses in major cities like Karchi,Lahore, Islamabad, Rawlpindi, Oeshawar, Quetta, Multan, Faisalabad & Sialkot.This is ment to show our presence in major busisness markets of pakistan admake healthy corporate relationships as they are the bulk purchasers. 31. 8-Other Tools:(iv) Sponsorship:-Ministry of Health:In co-ordination with the Ministry of Health, government ofPakistan, Nestle Milk Pack will provide funding to the Lady HealthProgramme and to the Mother & Child health Programme totrain health workers and provide equipment for better monitoringof patients We will provide free 250 ml packs of Nestle Milk Packto underweight childrens and nutritionally deprived women. Thiswill be our Corporate Social Responsibility.We will sponsor OPDs at the level of District Hospital toensure that better facilities are provided to Children and Women. 32. 8-Other Tools:(iv) Sponsorship:Medical Institutes:Will sponsors students presentation, seminars and MedicalConferences like seminar on post-menopausal symptoms & care.Business Schools:We will provide attachments to business students and will alsohelp he in making their reports on any product of ours.. It is tobuild health and strong relationships with future businessprofessionals that will help promote our brand Nestle in general. 33. 8-Other Tools:(v) Packaging:Colour will remain as green & white.Will highlight our product differentiation in Bold with Red Background Enrichedwith Calcium & Vitamin D for stronger bones and teeth.Will also highlight in bold our product features like:-UHT Treated.-Packed in Aseptic Tetra Pack.-Homogenised and Standardized at minimun 3.4% 34. Advertising Plan of NestleMilk Pack (Relaunch)The End