marketing relaunch of nestle lemo and malta drink

39
. Getting to Know Nestlé Submitted to Miss Maryam Wazirzada Submitted by Mansoor Ahmad Majid Ahmad M Tahir Sheikh

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Netle's malta and lemo is a instant drink launched in Pakistan.

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Page 1: Marketing Relaunch of Nestle Lemo and Malta Drink

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Getting to Know Nestlé

Submitted to Miss Maryam Wazirzada

Submitted by Mansoor Ahmad

Majid Ahmad

M Tahir Sheikh

M Ajmal Misar

Mian M Asad

Page 2: Marketing Relaunch of Nestle Lemo and Malta Drink

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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

Page 3: Marketing Relaunch of Nestle Lemo and Malta Drink

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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

Page 4: Marketing Relaunch of Nestle Lemo and Malta Drink

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Milkpack Pure Life Nido Coffee Cerelac

Everyday Cream Yogurt

Product Lline

GheeJuice

Page 5: Marketing Relaunch of Nestle Lemo and Malta Drink

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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

Page 6: Marketing Relaunch of Nestle Lemo and Malta Drink

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

Orientation Strategies

Page 7: Marketing Relaunch of Nestle Lemo and Malta Drink

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Demographics

Page 8: Marketing Relaunch of Nestle Lemo and Malta Drink

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Marketing Enviornment

Page 9: Marketing Relaunch of Nestle Lemo and Malta Drink

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Marketing Research & Method

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

Page 10: Marketing Relaunch of Nestle Lemo and Malta Drink

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Segmentation

Geographic Demographic Psychographic

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Target Market

Single Segment Strategy

Page 12: Marketing Relaunch of Nestle Lemo and Malta Drink

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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

Page 13: Marketing Relaunch of Nestle Lemo and Malta Drink

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Position of Limo / Malta

Nestle’ Malta &

Lemo 25gm

Tang25gm

Lemopani25gm

Mixer 25gm

High Quality

Low Quality

High Price

Low Price

Page 14: Marketing Relaunch of Nestle Lemo and Malta Drink

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Pricing Strategy

Head to Head competition

Page 15: Marketing Relaunch of Nestle Lemo and Malta Drink

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Distribution Strategies

Wholesalers

Distributors

Company

Retailers

Consumers

The Chain of distribution adopted for Limo and Malta

Page 16: Marketing Relaunch of Nestle Lemo and Malta Drink

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Promotional Mix

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

Page 17: Marketing Relaunch of Nestle Lemo and Malta Drink

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Analysis

Page 18: Marketing Relaunch of Nestle Lemo and Malta Drink

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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

Page 19: Marketing Relaunch of Nestle Lemo and Malta Drink

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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

Page 20: Marketing Relaunch of Nestle Lemo and Malta Drink

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Relaunch

Page 21: Marketing Relaunch of Nestle Lemo and Malta Drink

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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.

Page 22: Marketing Relaunch of Nestle Lemo and Malta Drink

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OBJECTIVE

To increase market share Restore brand image Increase SKU

Short Term Objectives

Page 23: Marketing Relaunch of Nestle Lemo and Malta Drink

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Long Term Objectives

To make this brand profitable Head-on Competition

Page 24: Marketing Relaunch of Nestle Lemo and Malta Drink

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Recent Market Trends

Growing Powder Drinks MarketEconomicalConvenientNo FDIClimate

Page 25: Marketing Relaunch of Nestle Lemo and Malta Drink

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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

Page 26: Marketing Relaunch of Nestle Lemo and Malta Drink

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Strategies & Tactics

Page 27: Marketing Relaunch of Nestle Lemo and Malta Drink

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Product Development

Page 28: Marketing Relaunch of Nestle Lemo and Malta Drink

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All age group Aggregation Strategy

Target Market

Page 29: Marketing Relaunch of Nestle Lemo and Malta Drink

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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

Page 30: Marketing Relaunch of Nestle Lemo and Malta Drink

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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

Page 32: Marketing Relaunch of Nestle Lemo and Malta Drink

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Price

Price Objective

Sales Oriented Increase sales volume Increase market share

Price Competition Low Price Penetration

Page 33: Marketing Relaunch of Nestle Lemo and Malta Drink

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Placement

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

Page 34: Marketing Relaunch of Nestle Lemo and Malta Drink

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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

Page 35: Marketing Relaunch of Nestle Lemo and Malta Drink

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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