marketing relaunch of nestle lemo and malta

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Getting to Know Nestlé

Submitted to sir faisal qureshi

Submitted by muhammad tariq

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It is a Swiss Company and have around 254,000 people working world wide. Operating in more than 130 countries. World´s leading food & beverage company. People, brands & products are the keys.

Global Organization

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Be the leading healthy, nutrition and wellness company in the world

Wants to be 100b company in 2014 in Pakistan

Corporate Mission

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Milkpack Pure Life Nido Coffee Cerelac

Everyday Cream Yogurt

Product Lline

GheeJuice

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Lemo/Malta is the product of Nestle, Which was launch in July 2005.

Committed to create values for its Customers and shareholders.

Low price to compete with Roh Afza and Jam-e-Sherin.

Introduction of Lemo and Malta

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Marketing oriented strategy Test 60/40+ Smart & young housewives(57%)

Orientation Strategies

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Demographics

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Marketing Enviornment

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Marketing Research & Method

Competitors Intelligence Focus group Price responsiveness Market share analysis Primary & Secondary Data

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Segmentation

Geographic Demographic Psychographic

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Target Market

Single Segment Strategy

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Product Development Process

Product Attribute

Quality,Physical Characteristics, Price, Brand,

Packaging, Color,Design Seller’s reputation and service Development Process

Imitative Product

Criteria of Product

Category growth, Financial Criteria and company’s market structure

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Position of Limo / Malta

Nestle’ Malta &

Lemo 25gm

Tang25gm

Lemopani25gm

Mixer 25gm

High Quality

Low Quality

High Price

Low Price

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Pricing Strategy

Head to Head competition

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Distribution Strategies

Wholesalers

Distributors

Company

Retailers

Consumers

The Chain of distribution adopted for Limo and Malta

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Promotional Mix

ATL BTL Free Sampling 350K Road Shows Town Storming Gift Scheme on redemption

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Analysis

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Reasons

Why Fail ???

Trade Discount was less as compare to competitors

Competitor’s ATL was more than Nestle

Nestle was failed to create product awareness among consumers

Marketing investment was not sufficient

Quality Problem Try to cash Nestle name

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Reasons

Why Faill Cont…..

SKU depth Add was not clear and not

attractive Pricing Strategy was not

adopted Failed to highlight consumer

benefits Design of product was not

attractive Positioning was not clear No proper segmentation Taste was not good

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Relaunch

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Corporate Mission

Corporate Mission

Meet the nutritional need of consumer of all age groups from infancy to old age, from nutrition to pleasure, through an innovative profile of branded food and beverage product of highest quality.

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OBJECTIVE

To increase market share Restore brand image Increase SKU

Short Term Objectives

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Long Term Objectives

To make this brand profitable Head-on Competition

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Recent Market Trends

Growing Powder Drinks MarketEconomicalConvenientNo FDIClimate

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Segmentation

Segmentation Strategy

Geographical

All province’s Major cities (Lahore, Multan, Faisalabad, Karachi, Hydrabad, Peshawar, Quetta and twin cities Islamabad and Pindi) 1year

Demographical

All Age groups, A, B & C Class and for all races

Psychological

Socialize people and excitement seeking Behavioral

Benefits seeking people

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Strategies & Tactics

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Product Development

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All age group Aggregation Strategy

Target Market

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Position of Orange & Lemonade

Nestle’ Orange & Lemonade 25gm &

200gm

Tang25gm

Lemopani25gm

Mixer 25gm

High Quality

Low Quality

High Price

Low Price

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Ps Product Price Promotions Place People Process Physical environment

7 Ps

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Orange & Lemonade

Product

Consumer benefits 4 SKU Variation Improved Quality New Design Packaging Colors High Value

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Price

Price Objective

Sales Oriented Increase sales volume Increase market share

Price Competition Low Price Penetration

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Placement

Distribution channel for deep penetration Wholesale Retailer Coverage Key Accounts Blue Account Business Market

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Promotions

Promotional Mix

Advertising

TV, Print Media, Radio, Billboards, Road Shows and School Competitions and

Sponsoring sports events

Sales Promotions

Free sampling

Trade discount

Consumer Promotion

Lucky draws (Singapore return ticket)

Gift Hampers

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People

Customer Service Centre Post Launch feedback

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Physical Environment

Extra ordinary services to retain good will In-store Branding Huaraches Activities

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Process

Speed to the market is of the essence Response to feedback

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Distribution Strategies

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“Ambition is the path to success. Persistence is the vehicle you arrive in.”- Bill Bradley

Conclusion