Documente Academic
Documente Profesional
Documente Cultură
Activities
In
Nestlé
Bangladesh Ltd
Table of Contents
Title Page No.
Introduction 1
About Nestlé 1
Nestlé Bangladesh Limited 2
Core Brands in Bangladesh 3
Sales promotion 3
Sales Promotion in Nestlé 4
Bangladesh Limited
Major sales Promotion Tools 4
Trade promotion Tools 4
Consumer Promotion Tools 5
Process of Developing Sales 7
Promotion Program
Communication Medium 8
Factors to consider before 8
launching sales promotion
Conclusion 9
Introduction
Sales Promotion is a most commonly used phenomenon in today’s
business world. It’s two way benefit is that it helps to increase
sales as well as it increases customer loyalty. So most of the
business firms consider it as an important marketing tools. Nestlé
Bangladesh Limited is food and beverage manufacturer. It is the
subsidiary of it’s mother company world’s largest food and
beverage manufacturer Nestlé S.A. Before going to the
discussion of sales promotion in Nestlé Bangladesh Limited we
will first know the company.
About Nestlé
Nestlé is the world's largest food group not only in terms of its
sales but also in terms of its product range and its geographical
presence. Nestlé covers nearly every field of nutrition: infant
formula, milk products, chocolate and confectionery, instant
coffee, ice-cream, culinary products, frozen ready-made meals,
mineral water etc. They are also a major producer of pet food. In
most of these product groups and in most markets, Nestlé is the
leader or at least a strong number two. Nestlé is a very focused
Company, with more than 94 percent of the sales coming from
the food and beverage sector. Nestlé is present around the globe,
on all continents, with around 230,000 people working in more in
an 84 countries with 466 factories and with sales representatives
in at least another 70 countries. Many of its brand names are
world familiar: Nescafé, Nido, Maggi, Polo, Smarties, Milo, Perrier,
Friskies, KitKat, Crunch….Some of its products have broken
records: 3,000 cups of Nescafé are consumed every second. and
KitKat merited an entry in the Guinness Book of World Records as
the world's best-selling chocolate bar with 418 KitKat fingers
eaten every second around the world!
Key Information About Nestlé S.A.
World’s Largest food Company
Founder: John Heinrich Nestle in the year of 1967
Present in all countries
Tk. 7,000,00 Crore sales in 2008 ( that is 6.2 times of is year
Bangladesh Budget)
Over 280,000 employees
456 factories in 84 countries
Core Brands
1.Infant category
Lactogen
Cerelac
2.Food and Beverage category
Nido
Maggi
Nescafe
Sales Promotion
Sales promotion is the activity that provides special incentives to
bring about immediate response from consumers, distributors and
organization’s sales force.
1. Trade promotion
2. Consumer promotion
Communicates to the
Figure: Trade promotion in Nestlé Bangladesh Ltd.
Cash discount
In this method retailers are encouraged to purchase a large
volume of product at a discounted price. Nestlé set the
conditions to get the discount. When a retailer purchase a fixed
amount of product then he becomes eligible for the discount. For
example, Normal price of per case MAGGI noodles is TK. 600.
They may ask retailers to buy 5 cases at a time at TK. 550 per
case.
Free products
By following this technique Nestlé offers retailers free product on
a fixed amount purchase. Retailers are asked to purchase a fixed
amount of product to get the free product. For instance, they may
asked to the retailers to purchase five cases of MAGGI noodles to
get two packets extra with each case.
Special Drive
In this technique Nestlé encourage the retailers to sell more and
more product throughout the season. In return they attractive
benefits to them. Sometimes they offer special trip, and other
attractive prizes.
Consumer Promotion
Nestlé Bangladesh Ltd. uses consumer promotion urge prompt
purchase from the customer and create long term relationship
with the customers.
1. Premium
Sometimes Nestlé offers special gifts to the purchasers to
encourage prompt purchase. This gifts may be related to the
product or may not be related to the product. For example,
sometimes they offer ‘Coffee Mug’ with NESCAFE or small bowl
with MAGGI soup.
2. Contest
In this method Nestlé calls for consumers to submit an entry –
essays, drawings, or other creative activities to be judged by a
panel that will select the best entries. Often the condition is that
an empty pack of that particular product have to be attached with
the entry.
3. Cash discount
In consumer sales promotion Nestlé also offers cash discount for
the consumers. In this technique they reduce the price of the
product to get the higher sales volume or new customers for the
product. For example sometimes the reduce the price of MAGGI
noodles for a particular period of time.
For example,
Communication Medium
Nestlé Bangladesh Limited use different mediums to
communicate the sales promotion. Mediums they use are
following:
News paper
Magazine
Television
Radio
Posters
Bunting
Dangler etc
1. Preparation
Nestlé Bangladesh Limited takes proper preparation before
launching a sales promotion which leads to the success of the
program. Specially consumer promotions takes long time to
prepare. Normally it takes one month to six month to prepare for
a sales promotion.
2. Media Support
Media support is vital for the success of a sales promotion
program. Nestlé Bangladesh Limited always manage to get proper
media support. Before launching a sales promotion they contact
with the media and book air time paper space.
4. Packaging
For consumers promotion special packaging is necessary. Nestlé
Bangladesh Limited prepare different packages for the product
they are going to promote.