3. SUMMARY OF NESTLE LTD.
• Founded in 1866 by Henri Nestle, switzerland.
• Mission - “Good Food, Good Life”
• Nestle India is a subsidiary of Nestle S.A of Switzerland, With 7
factories and a large number of co-packers, Nestle India is a
vibrant company.
• Nestle India has its presence in Milk & Nutrition, Beverages,
Prepared dishes & Cooking aids, Chocolate and Confectionery
Segment.
• Nestle India manufactures products under the brand names
of NESCAFE, MAGGI, NIDO, NESTEA, KITKAT, NESPRESSO and
many more.
5. ORIENTATION OF COMPANY
• Focus on product quality & provide finest
product.
• Enhance product reliability.
• Developing high quality products which must
be sold at right price.
• Use of tools like product research, product
testing and product focus effectively.
6. BCG MODELMarketGrowth
Star
ALPINO
NESTLE a+
MILKMAID
NESLAC
EVERYDAY
NESCAFE GOLD
NESCAFE CAPPUCCINO
? ? ?
MILO
MILKMAID-creations
NESTEA
MAGGI SOUP
C a s h C o w
MAGGI NODDLE
MAGGI SAUCE
KIT KAT
MUNCH
POLO
MILKYBAR
ÉCLAIR
NESCAFE SUNRISE
D o g
NESTLE RAITA
NESTLE FRUITY YOGURT
NESTLE ACTIPLUS PROBIOTIC DAHI
Relative Market Share
7. SWOT
STRENGTHS
• HIGH NUTRIENT INTAKE
• UNIQUE SELLING POINTS
• VALUE FOR MONEY
• HIGH BRAND VALUE
• HIGH BRAND GOODWILL
• STRONG MONETARY BACKUP
• GLOBALLY RECONGNISED BRAND
• A NESTLE INITIATIVE
8. WEAKNESS
• TOO MUCH COMPETITION
• TIGHT MARKET TO PENETRATE
• STUBBORN MINDSET OF CONSUMERS
11. Market study
FINDINGS AND OBSERVATIONS
TASTE/FLA
VOR
95%
APPEARAN
CE
5%
TEXTURE
0%
ENERGY
0%
LIKELINESSPREFERENCE
BOURVITA
HORLICKS
BOOST
COMPLAIN
ANY OTHER
14. TARGETING
PRODUCT
MILO strong
MILO rich
MILO snack bar
MILO can
TARGET AUDIENCE
Kids aging from 5-19 & all chocolate
lovers
Health Conscious , dry fruit & white
chocolate lovers irrespective of
any age group
Kids,
office goers,
sportsmen
Above 12
15. POSITIONING
• Globally Recognised
• Brand Extension
• SWISS Chocolate taste
• Actigen-e and Protomalt
Introducing Taglines for every product....
16. POSITIONING
MILO Strong - “It’s Time for my MILO”
MILO RICH - “Enrich your Day”
MILO Snack Bar – “I Win Pack!!”
MILO Can – “Sip Healthy Sip Tasty”.
17. 4Ps OF MARKETING
PRODUCT
What are we
selling?
PRICE
How much are
we selling it
for?
PROMOTION
How will we let
people know
we are selling
it?
PLACE
Where and
how will we
sell it?
23. PRODUCT NUTRITION PRODUCT PACKAGING
ACTIGEN-e
8 vitamins
+
4 minerals
PROTOMALT
Vitamin B
vitamin C
Calcium
Glucose
•Food safety
•Avoids wastage
•Maintains freshness
•Providing meaningful
information
•Recycling and dispose
24. PLACE
• Malls,Stations,Theatres, Corporate Canteens, Supermarkets,College
Campuses, near Playgrounds,Schools Bus stops Cafe's.Mumbai
• Railway Stations, Cafe's, Malls, schools and colleges, Bus stations.Kolkata
• Colleges, Malls, Super markets Corporate canteens, bus stops,
Cafe's.Delhi
• Malls, Super stores, Bus stops, Educational Institutes, Office
canteens, Cafe's.Pune
• Malls, Railway Stations, Colleges and Institutes Cafe's.Chennai
• Malls, Educational Institutes, Office Canteen, Bus stops.Bengaluru
• .Railway Stations , Malls , Schools , Cafe's.Ahemdabad
25. PROMOTION
•1 cup or jar free on 1kg Milo strong or rich pack.
•Free Hercules cartoon action with Milo strong.
•Get offers if you buy 6cans of Milo strong
•Provide large pack benefits.
•Free Milo sachet with kids comics & magazine or newspaper as samples.
•Visit schools and colleges and advertise Milo strong and snack bar
( Campaign)
• free sampling.
•Organizing sports competitions in school.
•Free sports gears
•Winners of scratch card contest will win sports accessories such as caps,
tee’s, and wrist bands.
•Launching an ad campaign in association with the movie KRRISH3.
•Marketing the brand by collaborating with cafes like cafe coffee day and
barista
27. MILO
Product
Qty Packag
e
Price
MILO Rich 1 kg Bottle
Pouch
412/-**
404/-**
MILO Can 220ml
180ml
Can 28/-**
18/-**
MILO
Snackbar
100gm Pack of
1
20/-**
Rival
Product
Qty Package Price
NO COMPETITION
Amul
Kool
220ml
180ml
Can 25/-
Snickers 54gm Pack of
1
30/-
**- All our product contain SWISS chocolate.
**- Prices subject to change as per company policy.
30. RADIO CAMPAIGN
• Duration – 20sec ad for 2 weeks
• Tariff- 9-11 lacs for 10 sec ad for 2 weeks
• Cost : 20 lacs approx
• Time Slot : 11:00 am to 3:00pm & 9:00 pm to
10:00pm
31. NEWSPAPERS & MAGAZINE
• TOI Front Page Cost:- 8 lakh on the day of launch
• TOI half of 3rd page for 3 days each for 4 weeks Cost @ 3 lakh/day-
36 lakh
• Regional Newspapers Front half page for 1 week- 12.6 lakhs
• Advertisement of Product MILO Strong- Comics, & Children
Magazines
• Advertisement of Product MILO Rich- Lifestyles Magazines
• Advertisement of Product MILO Snack Bar- Sports & News
Magazines
• Advertisement of Product MILO CAN- Entertainment and Youth
Magazines , Fashion Magazines.
• Approximate Cost of Placing ads in Monthly Magazines- Insertion
Cost of ad varies from 50000 to 1 lakh depending upon the readers
subscription. 2.5 – 2.8 lakh monthly.
32. TELEVISION
• Leading National Commercial channels :
• Star Plus, Star sports, ABP News.
• Sony, Set Max, Sony Sports.
• Zee Tv, Zee News
• Colours , Cartoon Network, POGO
• For 45 days
• Frequency: every 45 min
• Cost 10-12 crores.
33. E-Advertising
Putting an ad online like Facebook ,
Twitter,Flipkart, etc would approximately cost
for 1 month 5-6 lakhs.
34. OTHER MEDIA
• Billboards ad :
Rs. 20 Lakhs approx for hoardings in
metropolitan cities.
Mumbai – Rs 10 lakhs and other cities Rs10
lakhs.
35. EXECUTIVE OVERVIEW
At the core of a new product launch pays a fundamental point of
tension between how business and market behave.
Although Nestle relies on new product launch to increase customer
relationship and boost revenue, market is more likely that not to
reject new offerings.
Regardless of how innovative or break through MILO be, to deliver
revenue for Nestle, the launch focuses on communicating the
product’s and promise and convert buzz into revenue.
In that sense Nestlé’s MILO launch is perhaps the most sensitive step
in achieving for the growth.
36. LAUNCHED BY:
SONY MATHEWS- 68
SUDIPTO HIZLI- 70
TANAY SHAH- 73
SHARON PANGETH-64
SHIVANGI TALATI- 66
THANK YOU
