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GROUP MEMBERS

Topics to cover

Significant brand SWOT analysis Product market expansion grid Strategy for launching new product Marketing strategy Action programs Projected budget

Current market situation

Control Market segmentation Positioning Marketing mix (product, price, place and promotion) promotional mix Advertisement Public relation Sales and promotion Direct marketing conclusion

Significant brand
Nestle

ice cream that means a refreshing treat that every one loves The project is about introduction of Nestle ice cream in Pakistan. nestle ice cream just a magic

Current market situation


Nestl

is the world's leading food company In recent years it has focused on becoming a nutrition, health and wellness company.
There

are small, medium and large manufacturers of ice cream in Pakistan as competitor.

Swot analysis Strengths


Skilled

labor. Educated staff. Large number of offerings. Arrangement of events. Good background of the company. Easy to approach outlets.

weakness
Sometimes

our product runs out of market due to shortage of labor and stocks Lack of awareness among the target market. Dependency on government for arrangement of events.

opportunities
The

biggest opportunity would be considered geographically Increasing interest of people Few and local competitors

Threats
Market

segment growth could attract new entrants. Economic slow down can reduce demand. It requires a heavy investment to increase market growth or to capture market.

Product market expansion grid


Low

cost operator / Renovation

Innovation Product

reach)

availability (with in arms

Communication

Strategy for launching the product:


Goals & objectives:
CREATING

AWARENESS Capturing 60 % of target market within 1 year. Launching the product in summers. Opening different outlets.

Marketing strategy:

ACTION PROGRAMS:
We

will be acting for our operations by the following schedule. For the implementation of the plan we have divided the tasks to the respective staff that will ensure the implementation

Responsibilities of the Team:


Marketing

Head Sales management The financial officers The process control officers there are Further staff

Action Plan Timings


All

the Task force will work keeping in view the following major activities. The service is to be launched on 14th July 2009 The advertisement through cable and our magazine will be started one week before the launch. The first issue of the magazine will be distributed along with the English news papers on Sunday 24th of June 2009

Projected budget:
project

requires an estimated budget of about Rs: 125 million

control
To

make sure that the whole marketing process runs smoothly we will be doing: Budget Monitoring Updating Plan Measuring Objectives

Market segmentation
We have divided our market into geographic, demographic, psychographic and behavioral segments. These segments will help us understand our market better

Geographic Segmentation :
We will be launching our product ( NESTLE ICE-CREAM ) initially at Lahore and Karachi.

Demographic segmentation:
The

demographic segmentation includes different variables It includes the age and Gender and other statistics

Psychographics Segmentation:
Lower class, Middle class, Upper class

Behavioral Segmentation:
This

segment includes people who are interested The People who are willing to buy The People who are not interested in the concept
Target

market:

Our

target market would be mainly Lahore and Karachi first. And our main targets in these two cities are youngsters of age 18-30.

Positioning:
We

will position our product as a high quality product consumer focused. Messages like

Who

knows your taste better than us, Nestle ice-cream now at your door step; Add additional flavors to your life

Marketing mix: Product. Price. Placement. Promotion.


Product
Our

product is high in providing quality, taste and hygiene Our products will include: range of flavors , Modifying our products, affordable prices, appropriate ingredients

Actual Product
Our actual product consists of following attributes

name: The brand name NESTLE has a direct relation with food and beverages Features: services like sending our representatives to the door steps Quality: we provide are durable, healthy, fresh and long lasting Styling: Style and catchy designs are the most important aspects of our product
Brand

Variety: availability of large variety of flavors as compared to different brands

Price:
Our

pricing is done considering Our marketing objectives The economic conditions of our target market Pricing of our competitors The nature of our business

PLACE:
We

will be placing our product by different channels to hit the target consumers

Promotion
Our

promotional efforts will not only help attract the existing market but also create interest in new groups of people specially youngsters

Promotional Mix:
Following tools will be used in our promotion: Advertising Public Relations Sales Promotion Direct Marketing

Advertisement
Networks for advertise

Call cables Newspapers World wide web

Message Through Advertisement


Using

AIDA model Awareness Interest Desire Actions

Channel Of Distribution
Three

main channel Tricycle Retail and outlets Nestle parlor

Competitors
Main

competitors in Pakistan are 36

Walls
Yummy Igloo Hico omore

Public Relations
Build

good relations with customer Satisfy them Bring new opportunities to attract customer Create good relationship

Sales Promotion
By

giving special discount By special offer

Direct Marketing
Important

entity in promotional mix Build customer relation Advertisement through mails

conclusion
Nestle is the world leading food company since many decades ago. it has been associated with providing high quality consumer and customers focus products .our company nestle will be focus on becoming the no 1 company in nutritious health and wellness company.

Thanks