A Detailed Information on Nestle Marketing Strategies
History
In the 1860s Henri Nestlé, a pharmacist, developed a food for babies who were
unable to breastfeed. His first success was a premature infant who could not tolerate
his mother's milk or any of the usual substitutes. People quickly recognized the value
of the new product, after Nestlé's new formula saved the child's life, and soon, Farine
Lactée Henri Nestlé was being sold in much of Europe.
1996+
The first half of the 1990s proved to be favorable for Nestlé: trade barriers crumbled
and world markets developed into more or less integrated trading areas. Since 1996
there have been acquisitions including San Pellegrino (1997), Spillers Petfoods
(1998) and Ralston Purina (2002). There were two major acquisitions in North
America, both in 2002: in July, Nestlé merged its U.S. ice cream business into
Dreyer's, and in August, a USD 2.6bn acquisition was announced of Chef America,
Nestle Today:
Today, after 142 years it was first used, the nest continues to be the corporate
Identity of Nestle as the worlds leading Food Company and remains the symbol of
quality. Nestle, the symbol of quality and commitment in the field of food products.
Nestle is the world No.1 food company. It is the 5th largest company in the world
according to its turnover. It is present on all five continents, has an annual turn-over
of 70 billion Swiss francs, runs 522 factories in 81 countries, 200 operating
companies, 1 basic re- search center and 20 technological development groups and
more than 231,000 employees the world over.
The Company owes its current status to the pioneering spirit inherited from its
founders which continues to inspire it, to its concern with quality and to its constant
search for new ways of satisfying man's nutritional needs. Wherever possible, it sets
up factories locally, employs personnel from the country concerned and relies on
indigenous raw materials.
Its agricultural services provide assistance to improve the quality and yield of the
raw materials it uses. Much attention is de- voted to professional training and to the
integration of the company in its economic and social environment.
Mission statement
“Good food good life”
Build Branded food business to improve quality of life by offering tasty, affordable
and highly nutritional products to our consumers while maximizing stake holders'
value”
VISION
Explore all over the worlds-from baker to babies, parents to pet owners
single servings to catering: providing for all their needs always with the
assurance of outstanding quality.
COMPANY STRUCTURE
Nestlé head-office in Pakistan is in Lahore. It also has its registered office in Lahore.
Nestlé has divided the whole Pakistan in to three zones.
• Northern Zone
Islamabad and north outstations
Peshawar
Jhelum
• Central Zone
Lahore
Faisalabad
Gujranwala
Multan
Sahiwal
• Southern Zone
Karachi
Hyderabad
Quetta
Sukker
Marketing and sale
Nestle company launch their sale promotion scheme after six months and their last
sale promotion was "chiller bharoo drive" This was for a retail shop who put the nestle juices
billboard on their shop or sale reception table then they can win attractive prizes. By
this operation they can save all the advertisement expenses which they have to pay to
the retailer or owner of the shop.
Nestle company use advertisement channels when company have to launch new
brand or improvement in previous brand. So company prefer to use Jeo, ARY one
world, PTV home, I vision and news papers. They contract with the advertisement
channels for 1 to 2 months and repeat 2 or 3 time in a day.
Nestle company has efficient market management who’s main objectives for
marketing their product are
• Strong customer relationship
• Identify need of customer like new taste new fruit item
• Maintain market leadership by maintaining the pure quality
• Provide juices which are fit for human body
• Stop brand selling don’t reduce quality
• Quality is our grantee
Communication strategy of Nestle
Nestle pure life is concerned company use:
Television
Radio
News Paper
Bill Board
Hoarding etc.
Sometime company also makes free sampling, held stalls at different programs like
Health Mela.
Pure Life's communication strategy is weak as they follow emotional black mailing. In
advertising they show emotional feelings to their customers.
Adds in TV channel
Nestle give ads on different TV channel at different time .nestle management
also keep in mind that their competitors use what channel and what time they give
adds. Nestle management also keep in mind what type of customer they attract channels used are PTVhome,GEO,ARY an PTV news.
News papers
Nestle company advetise their products through news papers.large numbers of custmers
have reading habits of news papers, so nestle use the media of news papers to attract
their customer.Nestle select DAWN and NAWAE-WAQT
Billboard
Nestle juices attract their customer through billboard. Nestle company select the
main city in country and those places where large numbers of customer easily attract.
Advertising Strategies
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”
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