nestle the global giant good food good life
DESCRIPTION
9. 8. 7. 6. 5. 4. 3. 2. 1. 0. 10. NESTLE The Global Giant Good Food Good Life. Khuram Shahzad 083268. Shakeel Anjum 083277. Fahad Insha 081105. Abrar Ahmad 083222. Ali Qurashi 081126. Outline. Introduction. Industry Analysis. Business Purpose. DEEP-LIST. Target Market. - PowerPoint PPT PresentationTRANSCRIPT
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NESTLE The Global GiantGood Food Good Life
Khuram Shahzad083268
Shakeel Anjum083277
Fahad Insha081105
Abrar Ahmad083222
Ali Qurashi081126
Introduction
Business Purpose
Competitive Positioning
Marketing Mix
Analysis
Conclusion
Industry Analysis DEEP-LIST
Target Market Competitors
Financial
Four P’s
Other
Outl ine
INTRODUCTION
Nestlé with headquarters in Vevey, Switzerland
Nestlé is today the world's leading nutrition, health food company
“Nestlé” is a Swiss-German word which means “Little Nest” which is its trademark
2 million 31 thousand people employed from all over the world and present in 81 countries of the globe having 522 factories
Over 700 products renovated or innovated in the past five years, with wellness in mind
Introduction
HISTORY
Henri Nestlé established Nestlé in 1867 in Switzerland (Vevey HQ)
His first product was lactogen formula for infants by the name ”Farine Lactee”
Henri Nestle
Figure Ke y Da t e s
1866 Foundation of Anglo-Swiss Condensed Milk Co.
1867 Henry Nestlé's Infant cereal developed
1905Nestlé and Anglo Swiss Condensed Milk Co. (new name after merger)
1934 Launch of Milo 1938, Launch of Nescafé
1947 Nestlé Alimentana S.A. (new name after merger with Maggi)
1948 Launch of Nestea and Nesquik
1973 Stouffer (with Lean Cuisine)
1977 Nestlé S.A. (new company name)
1981 Galderma (joint venture with L'Oréal)
1990 Cereal Partners Worldwide (joint venture with General Mills)
1991 Beverage Partners Worldwide (joint venture with Coca-Cola)
1992 Perrier (with Poland Spring)
1997 Creation of Nutrition Strategic Business Division
1998 Launch of Nestlé Pure Life
2001 Ralston Purina
2002 Joint venture with L'Oréal
2010 Kraft Pizza
Nestlé MilkPak Limited was incorporated in Pakistan under the Companies Ordinance, 1984 & listed on Karachi and Lahore stock exchanges since 1980.
Joint venture between Nestle Switzerland and MilkPak Limited came about in 1988.
Nestlé Pure Life was launched in Pakistan in 1998
Nestle Pakistan
EXTERNAL ENVIRONMENT
DEEP-LIST Analysis
More the education more will be the awareness about brand and quality food.
If the income level of people is high then purchasing power will be high so they will purchase more
Nestle products are made for people belonging from all age groups
Both male/female are included equally in its target market
Demographic environment
If the inflation rate is high then there will be decrease in purchasing power. so inflation indirectly affects the company’s sale.
Nation varies greatly in its level and distribution of income
Changes in major economic variables such as income, cost of living, interest rate and savings have a large impact on the market place
Economic environment
Government regulations to protect interest of society and from unfair business practices
Unstable political conditions Law order situation getting worse
Political environment
Registered in the stock exchanges of Pakistan
Legal environment
Consumption behavior of Pakistani people is high so they consume more goods
As Pakistan is Muslim country so we cannot add any ingredient which is prohibited in Islam or which is not “Halal”.
As nestle water is the branded item so the people who are brand conscious will prefer to use nestle water .so nestle is focusing more on the posh areas.
Social/cultural environment
Technological environment is changing rapidly
Most dramatic force shaping company’s offerings and the way product is marketed
Company’s must keep up with technological changes to match up with its enviroment
Technological environment
INDUSTRY ANALYSISPorter’s five Forces Model
Internal Rivalry
Threat of New Entrants
Bargaining Power of
Buyer
Threat of Substitutes
Bargaining Power of Suppliers
Figure P o r t e r ’ s F i v e Fo r c e s
Sign Impact
Bargaining power of buyer High Negative
Bargaining power of supplier Low Positive
Threat of substitutes Low Positive
Threat of new entrants Moderate Moderate
Internal rivalry High Negative
Table I m p a c t & s i g n s o f p o r t e r ’ s f o r c e s
Note:- attractive industry
Nestlé’s mission is to provide the best food to people throughout the world.
The Nestlé global vision is to be the leading health, wellness, and nutrition company in the world
Nestlé’s objective Is to consolidate and strengthen its leading position at the cutting edge of innovation in the food area in order to meet the needs and desires of customers around the world, for pleasure, convenience, health and well being.
Goals and Objectives
COMPETITIVE ANALYSIS
Competitor:
Nestele Milk Pack Nestle Pure Life
Haleeb Trang Tea Max Olpers Milkman
Aquafina Kinley Sufi Gourmet Water Green Water
Divided whole country into north, east, west, south.
Targeted at every age group Easily assess ability of product Improve the brand image with use of these
variables like◦ Quality◦ Price◦ Packaging
Segmentation
Nestle is targeting mainly on those city in which density of population is high such as Lahore, Karachi, Faisalabad etc.
Nestle is also focusing on educated class because they know the values of health in life.
Targeting
Positioning
We position our products as a high quality product, consumer focused with messages like;
“Who knows your taste better than us”,
“Nestle ice-cream now at your door step”;
“Add additional flavors’ to your life”
NESTLE PRODUCT MIX
Figure N e s t l e B r a n d s
Milk, dairy and chilled dairy
Beverage
s
Bottled
water
Baby
foods
Food Breakfas
t cereals
Chocolate & confectionery
• MILKPAK, NESVITA, NIDO, NESLAC, EVERYDAY, NESTLE DAHI, FRUIT YOUGURT, RAITA, MILKPAK CREAMMilk, dairy and chilled
dairy
• NESCAFE, MILO, NESTLE FRUITA VITALSBeverages
• NESTLE PURE LIFEBottled water
• CERELACBaby foods
• MAGGI 2-MINUTES NOODLESFood
• NESTLÉ CORNFLAKES, NESTLÉ KOKOCRUNCHBreakfast cereals
• KITKAT, KITKAT CHUNKYChocolate &
confectionery
Milk, dairy and chilled dairy
MILKPAK, NESVITA, NIDO, NESLAC, EVERYDAY, NESTLE DAHI, NESTLE FRUIT YOUGURT, NESTLE RAITA, MILKPAK CREAM
NESTLE MILKPAK For A Stronger Home
NESVITA PRO-BONES
Bones strong tou mein strong!
NIDO
NESTLE EVERYDAY
Mazaidar chai har bar
Perfect cup of tea, every time
Sehat Mehfooz
Nestle Fresh n Natural Dahi
NESTLE Fruit Yogurt
Sehat bhara rawaaiti mazaa
NESTLE Raita
Mazaidar Riwayat
NESTLE Cream
BeveragesNESCAFE, MILO, NESTLE FRUITA VITALS
NESCAFE
Jaago!
Come Alive!
MILO
NESTLÉ FRUITA VITALS Apple Nectar
NESTLE FRUITA VITALS
NESTLÉ FRUITA VITALS Orange Juice
NESTLÉ FRUITA VITALS Red Grape Nectar
NESTLÉ FRUITA VITALS Pineapple Nectar
NESTLÉ FRUITA VITALS Chaunsa Nectar
NESTLÉ FRUITA VITALS Guava Nectar NESTLÉ Mango drink
NESTLÉ Orange Mango drink
Rise & shine with NESTLE FRUITA VITALS
NESTLE PURE LIFE
Pakistan’s Favorite Water
Baby foodsCERELAC
CERELAC
Bharpoor nashvonuma!
Sehatmand mustakbil ka behtrin aghaz!
Best start to healthier future!
FoodMAGGI 2-MINUTES NOODLES
MAAGI 2-Minutes Noodles
Main, ami aur MAAGI, fun kay real parteners
Breakfast cerealsNESTLÉ CORNFLAKES, NESTLÉ KOKOCRUNCH
NESTLÉ CORNFLAKES
NESTLÉ KOKOCRUNCH
Chocolate & Confectionery
KITKAT, KITKAT CHUNKY, POLO
KITKAT AND KITKAT Chunky
Have a break, have a KITKAT
Milk reception Mixing Heating & cooling Standardization Pasteurization UHT-treatment
Milk Processing
Pricing Profit Earning: Customer satisfaction: TRATIGIES FOR FIXING THE PRICE: In nestle prices are set on cost basis as
given below:◦ Price = Cost + Profit
Break even or Target price:◦ Per Unit Price = variable cost + fixed cost / units
of sale
Regional Sales Offices
North ZoneIslamabad and north outstationsPeshawarJhelum
Central Zone
LahoreFaisalabadGujranwalaMultan Sahiwal
South ZoneKarachiHyderabadQuettaSukker
Our Distribution System
“Our ambition is to achieve a high level of customers satisfaction through low cost ,brightly Efficient operations driven by value creation and continuous improvement”
Our mission is to:Optimize and consolidate resources and processes for a low-cost but efficientDevelop and manage simplified and effective supply network to achieve a high level of serviceCreate a continuous improvement culture driven by performance measures and reward
Television Radio News Paper Bill Board Hoarding etc.
Sometime company also makes free sampling, held stalls at different programs like Health Mela.
Promotion
PLC/CLC/ILCILC: Industry Life CycleCLC: Company Life CyclePLC: Product Life Cycle
Figure P LC / C L C / I LC
Sales Profit
($)
Development Introduction Growth Maturity Decline
Loss ($)
Profit
Sales
Industry (ILC)
NESTLE Company (CLC)NESTLE Products
PORTFOLIO ANALYSIS
KSF Quality products Packaging Latest technology Research and development Distribution network Innovation Better equipment Partnership with suppliers
SWOT AnalysisStrength, weakness, opportunity, threat
Str
ength
s• Strong brand image and market pull• Large scale organization, Multinational• Distribution networks throughout the country• Quality Products• Environment Friendly• Skilled labor, Educated staff• Arrangement of events• Easy to approach outlets• Solid Financial position• Strong supply chain network• Focus on research and developmentWeakn
ess
Feasibility of new products e.g. NesteaRelatively a new company in comparison to its rivals e.g. Lever Brothers.Low levels of inventory maintainedNo credit salesLow sales margins due to highly value added productsWeak marketing (Advertising) of MilkPakDependency on others (govt. & sponsors) for the arrangement of events
Opport
unit
ies
Thre
ats
Pakistan is the seventh largest producer of milkAverage yield of Pakistani animalsPakistani milk market is 20 billion litersNestlé MilkPak has entered the cold dairy market by launching Nestlé plain yogurt and now fruit yogurtCapitalize on its superior quality milkThe coffee brand, by tuning the taste of the masses towards coffee Credit policy can be adopted to increase sales
Price fluctuations, Raw material are importedThe uncertainty of economic conditionsThe present economic crisis in the worldEffect of Seasonality’s upon salesMarket segment growth could attract new entrantsHaleeb and Olpers are growing very fastDecrease in purchasing power of the peopleNo entry barrier
Strong supply chain network
Haleeb and Olpers
are growing very fast
Strengths
Weaknesses
Opportunities
Threats
Compete more aggressively with Olpers and haleeb using its strong supply chain network
Figure S t r e n g th v e r s u s T h r e a t
Distribution networks throughout the country
Pakistan is the seventh largest producer of milk
Strengths
Weaknesses
Opportunities
Threats
Increase the scope of its product towards smaller cities of pakistan
Figure S t r e n g t h v e r s u s O p p o r t u n i t y
Re launch Nestea with more features and strong marketing (Advertising)
Market segment growth could attract new entrants
Strengths
Weaknesses
Opportunities
Threats
Feasibility of new products e.g. Nestea
Figure W e a k n e s s v e r s u s T h r e a t
More advertising of Milkpack Brand
Nestlé MilkPak has entered the cold dairy market by launching Nestlé plain yogurt and now fruit
Strengths
Weaknesses
Opportunities
Threats
Weak marketing (Advertising) of MilkPak
Figure W e a k n e s s v e r s u s O p p o r t u n i t y
Key Internal Factors(Strengths)
Weight Rating Weighted Score
Strong brand image and market pull 0.06 4 0.24
Large scale organization, Multinational 0.04 3 0.12
Distribution networks throughout the country 0.07 3 0.21
Quality Products 0.08 4 0.32
Environment Friendly 0.06 3 0.18
Strong supply chain network 0.05 3 0.15
Easy to approach outlets 0.04 4 0.16
Focus on research and development 0.08 4 0.32
Arrangement of events 0.06 3 0.18
Table I F E M a t r i x
Key Internal Factors(Weaknesses)
Weight Rating Weighted Score
Feasibility of new products e.g. Nestea 0.05 1 0.05
Relatively a new company in comparison to its rivals 0.04 2 0.08
Low levels of inventory maintained 0.05 2 0.10
Low sales margins due to highly value added products 0.06 2 0.12
Weak marketing (Advertising) of MilkPak 0.08 1 0.18
No credit sales 0.05 2 0.10
Dependency on others (govt. & sponsors) 0.06 2 0.12
Total 2.63
Table E F E M a t r i x
Key Internal Factors(Opportunities)
Weight Rating Weighted Score
Pakistan is the seventh largest producer of milk 0.08 4 0.32
Average yield of Pakistani animals with Europe and USA 0.09 3 0.27
Pakistani milk market is 20 billion liters 0.08 4 0.32
Nestlé MilkPak has entered the cold dairy market 0.06 3 0.18
Capitalize on its superior quality milk 0.07 3 0.21
The coffee brand 0.09 4 0.36
Credit policy can be adopted to increase sales 0.05 2 0.10
Key Internal Factors(Threats)
Weight Rating Weighted Score
Price fluctuations, Raw material are imported 0.05 2 0.10
The uncertainty of economic conditions 0.06 3 0.18
The present economic crisis in the world 0.05 4 0.20
Competition with Nestlé’s owns smuggled brands 0.06 2 0.12
Market segment growth could attract new entrants 0.07 3 0.21
Decrease in purchasing power of the people 0.06 2 0.12
Effect of Seasonality’s upon sales 0.05 1 0.05
No entry barrier 0.08 3 0.24
Total 2.98
Current Product New Product
Current Market
New Market
Figure A n s o ff ’ s E x p a n s i o n G r i d
Market-penetration strategy
Product development
strategy
Market development
strategy
Diversification strategy
ES average is -4.125 FS average is 4.72 CA average is -1.83 IS average is 4.71 Directional vector coordinates
◦X-axis : 4.71+(-1.83)=2.88◦Y-axis : 4.72+(-4.125)=0.595
Space Matrix
ConservativeMarket penetrationMarket developmentProduct developmentRelated diversification
AggressiveBackward, forward, horizontal integrationMarket penetrationMarket developmentProduct developmentDiversification (unrelated or related)
DefensiveRetrenchmentDivestitureLiquidation
CompetitiveBackward, forward, horizontal integrationMarket penetrationMarket developmentProduct development
Competitive advantage
Industry strength
Financial Strength
Environmental stability
Strategic postures
Figure S p a c e A n a l y s i s M a p
% age of market Growth
Market ShareHigh
High
Low Low
Figure B C G Fr a m e w o r k
Nestle corn flakesNestle Milo
Nestle Ice CreamMilk pack
Nestle Pure Life Water
Confectioneries
Chocolate Drinks
Fruit Drinks
Milk Products
Coffee
Prepared Foods
Figure G r a n d S t r a t e g y M a t r i x
Quadrant IVConcentric diversification
Horizontal diversification
Conglomerate diversification
Joint ventures
Quadrant IIIRetrenchment
Concentric diversification
Horizontal diversification
Conglomerate diversification
Liquidation
Quadrant IMarket development
Market penetration
Product development
Forward integration
Backward integration
Horizontal integration
Concentric diversification
Quadrant IIMarket development
Market penetration
Product development
Horizontal integration
Divestiture
Liquidation
RAPID MARKET GROWTH
SLOW MARKET GROWTH
WEAK COMPETITIVE
POSITION
STRONGCOMPETITIVE
POSITION
Financial Analysis
Market Share
60%30%
20%
Nestle Pure Life
Nestle
Sparkle
Others
26%
26%18%
12%
12% 6%
Beverages Milk Products & Ice CreamPrepared Food Chocolate & ConfectioneryPetcare Pharmaceutical Products
Figure N E S T LE S a l e s B y P r o d u c t
G r o u p
Chart N E S T L E P a k i s t a n S a l e s
2004 2005 2006 2007 2008 2009
1285717142
2203128235
3418441156
Sales (in million of rupees)
Sales (in million of rupees)
Chart P r o f i t A f t e r Ta x & p e r c e n t a g e o f S a l e s
2004 2005 2006 2007 2008 20090
200400600800
10001200140016001800200022002400260028003000
0%
33%
988 11531363
18051553
3005
8% 7% 6% 6%5%
7%
Profit After Tax Percentage Of Sales
Chart O p e r a t i n g P r o f i t & P e r c e n t a g e o f S a l e s
2004 2005 2006 2007 2008 20090
360720
1080144018002160252028803240360039604320468050405400
0%
33%
15472121
26403511
4105
5575
12% 13% 12% 13% 12%14%
Operating Profit Percentage Of Sales
Chart D i v i d e n d P a y o u t R a t i o
2004 2005 2006 2007 2008 20090
180360540720900
1080126014401620180019802160234025202700
0%
66%
132%
198%
265%
331%
397%
463%
529%
595%
661%
679
1134
227453
1882
2721
150%
250%
50%100%
415%
600%
Dividend Dividend Payout Ratio
Ratios Analysis
2009 2008 2007 2006 2005 2004
24%
26%
28%
30%
29%
26%
28% 28% 28% 28%
Gross Profit Ratio
Chart G r o s s P r o f i t R a t i o
2009 2008 2007 2006 2005 2004
10%
11%
12%
13%
14%14%
12% 12% 12% 12% 12%
Operating Profit Ratio
Chart O p e r a t i n g P r o f i t R a t i o
2009 2008 2007 2006 2005 2004
0%
1%
2%
3%
4%
5%
6%
7%
8%7%
5%
6% 6%
7%
8%
Profit After Tax Ratio
Chart P r o f i t A f t e r Ta x R a t i o
Chart I n v e n t o r y Tu r n o v e r R a t i o
2009 2008 2007 2006 2005 20040
2
4
6
8
10
12
9.2
10.39.4 9.3
7.77.2
Inventory Turnover Ratio
Chart To t a l A s s e t Tu r n o v e r R a t i o
2009 2008 2007 2006 2005 2004
0
0.5
1
1.5
2
2.5
3
2.32.1
2 2
2.42.7
Total Asset Turnover Ratio
Chart P r i c e E a r n i n g R a t i o
2009 2008 2007 2006 2005 2004
05
101520253035404550
18.8
38.945.2
34.8
30.3
23.9
Price Earning Ratio
2009 2008 2007 2006 2005 2004
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%40%
20%
26% 26%
37%
44%
Return On Capital Employed
Chart R e t u r n O n C a p i t a l E m p l o y e d
Chart M a r k e t Va l u e P e r S h a r e
2009 2008 2007 2006 2005 20040
200
400
600
800
1000
1200
1400
1600
1800
12461334
1800
1045
770
520
Market Value Per Share
Chart C u r r e n t R a t i o
2009 2008 2007 2006 2005 2004
0
0.2
0.4
0.6
0.8
1
1.2 1.1 1.1
0.9 0.9
1.1 1.1
Current Ratio
Chart I n t e r e s t C o v e r R a t i o
2009 2008 2007 2006 2005 20040
5
10
15
20
25
10.5
5 5.4 5.5
10.1
22.5
Interest Cover Ratio
Enhance its investments in Pakistan Latest milk plant with cost of $70 million
within couple of months Investing $70 million in milk production by
increasing capacity of milk powder by 40,000 tones annually◦ $44 million would be injected in Sheikhupura
factory, $12 has been allocated for expanding milk collection, and $31 million in bottled water plants
Future Plans
Nestle is a market leader Higher price against competitors but matches
with its quality Its packaging is good. We can easily find Nestle from any retailer
shop NESTLE must continue promoting its products
as it is doing now It has always maintained the quality of its
products Behavior of employees is not professional and
every department should be treated equally
Conclusion
RECOMMENDATIONS
Marketing policies in line with International Code and Resolutions
Nestle Milk Pack should concentrate on all age groups
Try to create strong brand loyalty among customers
keep aware of its competitive environment Improve their customer services Try to exploit the loopholes of their
competitor’s products. Creating some attractive jingle like Haleeb:
Chai banaye khoob haleeb…..
Recommendations
THANKS FOR YOUR ATTENTION !
We would welcome your questions