It is about the New Product Development and product Life cycle of Nestle and Britannia

1. BY
Deepthi C (15AB12)
Fathima mammu (15AB14)
Kanishma E Reddy (15AB18)
Kumaraguru B (15AB21)
Ranjani B (15AB30)

2. NEW PRODUCT DEVELOPMENT
AND PRODUCT LIFE CYCLE

3. NEW PRODUCT
DEVELOPMENT
OF Nestlé

4. • Each of Nestlé's factories is a centre of excellence that specializes in
developing new areas of food technology.
• Research and development was carried out and new Maggi 'A
Natural Choice‘ was created and developed
• New product development involves a number of important stages.
• At the same time front labels are designed, product photography
commissioned, recipe sheets produced and sales presenters are
designed to ensure a successful product launch.

5. New product of nestle

6. Range of
beverages
Alpino

7. KIT KAT Travel Break Sharing Bag 20x517g
NESTLE SWISS Assorted Dark Chocolates
Tower 10x230g
Sharing bag 167g

8. Our product development has been designed to follow the category
management approach, with all our new lines planned to add growth
to the key subcategories, such as Informal Gifting, Family Gifting and
Snacking & Sharing.

9. Product Life Cycle

10. Product Life Cycle - KitKat
• Introduction
KitKat is the best-selling confectionery bar produced by Nestlé. After being
officially launched in 1937.
• Growth
This stage of the product life cycle for many years, competing with other big
sellers such as Cadbury’s Dairy Milk.
• Maturity
 By the late 1990s KitKat was still one of the top-selling confectionery bars in
the UK, but sales had started to drop.
• Saturation
KitKat Chunky was launched in 1999. different-flavoured versions have been
made, including white chocolate, orange, mint, vanilla, strawberry, lime,
yoghurt, lemon and caramel.

11. Product Life Cycle ― Nescafe
Introduction
Attracting customer by raising awareness of and interest in the product offering
though advertising, public relation and publicity efforts that connect key product
benefits to customers' needs and wants. First, Nestle make the official launch for
new product included Press conference then advertising their product through
newspaper, radio and television.
Nestle conducts free testing section, gives free samples to customer at
hypermarket and offers their product in cheaper price during the promotion of
new launched product.
Furthermore, Nestle ensure there is high availability and visibility of the product
through trade promotion activities that encourage channel (hypermarket,
convenient store and etc)

12. Growth
Nescafe has a strong branding, high quality with reasonable
price to secure their market position.
 Utilize advertising to stress the product's benefits for target
customer.
Maturity
 At this stage, Nescafe also develop a new product image and
apply the new technology to their products.

13. INTRODUCTION GROWTH MATURITY DECLINE
Nesvita
Nestle Chilled
Coffee
Nesfruita
Nestle Milo Cereals
Nestle Fitness
Nestle cocco
crunch-cereals
Nestle Crunch
Nestle Nido
Nestle Everyday
Nestle Fruita vitals
Nestle Pure Life
Nestle Noodles
Nestle Cerelac
Lactogen
Nestle Corn flakes
Nescafe
Kitkat
Yogurt

14. New Product Development

15. IDEA GENERATION
• Britannia Nutri Choice was the first brand to recognize the needs of
the fast-emerging segment of health conscious consumers in India.
• For the first time, attempted to combine health with taste in the
biscuits market.

16. Product concept - Nutri choice umbrella
• Britannia's overall brand portfolio underwent a further restructuring
in 1999.
• As a part of this exercise, NutriChoice was created as a separate
platform, and brands such as Britannia Thin Arrowroot, Britannia
Digestive and Britannia CreamCrackers were brought under the
NutriChoice umbrella to clearly differentiate them as part of the
company's health offering.

17. • Britannia made a further attempt to strengthen its NutriChoice
platform by launching a number of brands such as NutriChoice Good
Morning and NutriChoice Junior by 2001.
• Over the subsequent years, Britannia’s overall brand portfolio did not
undergo any significant change, until 2005.

18. 2001-2005
• the company continued to test a number of products in the market
under the NutriChoice umbrella in order to gain a holistic
understanding of the psyche, tastes and preferences of Indian
consumers
• The company realized that it could not simply ride the burgeoning
health and wellness trend to gain acceptance in Indian households,
but would need to communicate the overall value proposition and
the possible health benefits associated with the consumption of
these brands clearly.

19. In 2005
• With a change in the company’s management in 2005, Britannia once
again underwent a transformation, as its product portfolio and
overall marketing approach were overhauled.
• As part of this restructuring, the company separated its biscuit
offerings into ‘delight and lifestyle’ and ‘health and nutrition’
categories to clearly align its marketing efforts according to the target
audience.
• Now, NutriChoice brand a frontrunner in promoting the concept of
‘health, taste and happiness’ in the biscuits category in India.

20. In 2005
• NutriChoice led the way in offering a ‘health with taste’ proposition
as Indian consumers always perceived healthy food to be low on
taste and flavor

21. In 2009
• In 2009, Britannia undertook a number of initiatives to streamline and
strengthen its marketing approach, encompassing the creation of two
distinct marketing functions ‘health and nutrition’ and ‘delight and
lifestyle’ portfolios.
• The ‘Eat Healthy, Think Better’ campaign was repositioned to ‘Zindagi
Mein Life’, which means adding enjoyable vitality to life.

22. • The ‘health and nutrition’ platform comprises brands such as Tiger, Milk Bikis,
Marie Gold and NutriChoice;
• The ‘delight and lifestyle’ platform consist of brands such as Good Day, Treat,
• 50-50 and Pure Magic.
• A number of initiatives have been taken to strengthen the ‘health and nutrition’
portfolio of brands, including the company's decision to remove trans-fats from
its entire portfolio of brands, leading to the removal of an estimated 8,500 tons of
fat.

27. Britannia launched a promotional
campaign during the 2010 new-year,
which offered consumers a week-long
pre-activated gym pass at a renowned
fitness center in India, a gym sipper bottle
and a diet chart
Added significant credibility to
the ‘health plus taste plus
lifestyle’ positioning that the
brand was aiming for.
In 2010

28. Product Life cycle

29. BRITANNIA PLC
INTRODUCTION:
• Delbis Bread in the Introduction Phase of BIL.
• In late 50’s Britannia introduce the Bread as first time in the market.
GROWTH:
• Majority of the bread customers starts buying the product frequently
• BIL offering 2 bread categories in the initial stage, as in this stage they
evolved to 22 packs of wide variety of taste and price segment in the
bread market.

30. BRITANNIA PLC
MATURITY:
• Survival is the major objective during this stage, Daily fresh bread and
non biscuits business are the stay for them.
• So they added more variety to the existing product like Cherry bread,
cup cakes, and some variants.
Decline:
• Daily fresh in BIL sees the decline and nutri choice also.
• Renewal is by introducing new biscuits to the market which will
compromise the existing customers.