Nestle
Cerelac
Group Members:
Abdullah Khan
Syed waqar hussain
Muhammad faizan arif
Faculty: Sir Kashif Hafeez
Course: Marketing Management
(K.U.B.S)
1.0 ACKNOWLEDGEMENT
Writing this report appeared to be a
great experience to us. It added a lot
to our knowledge.
This report is one of our memorable
experiences in student life. Though
words are inadequate in offering
thanks to our teacher
Sir Kashif
Hafeez
For stimulating our creative abilities by
assigning this project to us and for his
able guidance and useful suggestions,
which helped us in completing the
project work, in time.Whatever we
have learnt from him and this project
report has put indelible impression on
our minds.
Vision:
Nestls global vision is to be the
recognized leading Nutrition, Health
and Wellness Company.
Nestl Pakistan subscribes fully to this
vision of being the number one
Nutrition, Health, and
Wellness Company in Pakistan.
Mission:
To positively enhance the quality of life
of the people of world by all that we do
through our
people, our brands and products.
Target Market
The consumers are the infants of
course but the customers are the
parents and they select the best
quality material for their children
and thats Nestl Cerelac.
3.1.1 Market
Demographics
To occupy a clear distinctive and
desirable place related to competing
baby foods in the minds of target
customers Nestl Cerelac segments its
market on following bases:
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Geographic Segmentation:
Cerelac segments its market
geographically on divisional basis.
They wil divide each division in
different zones and every distributer
is restricted to sale its products only
in his own zone.
Demographic
Segmentation:
Age:
Nestle have segmented the market
from early age infants to 5 years
children and have launched
different flavors and kinds of Cerelac
according to their requirements.
On the other hand Nestl Cerelac
has made this product for infants
but has actually targeted the
Income Level:
People belonging to lower income
groups cannot afford to buy
readymade baby foods so Nestl will
target that segment whose income
puts them in the upper middle and
higher income groups.
Social Stratification:
Buyers are divided into different
groups based on social class and life
style.
Upper upper class
lower upper class
Upper middle class
Psychographic
Segmentation:
Class consciousness:
Nestl has also segmented the
specific class of mothers who dont
want to give breast feed to their
children so Cerelac is the most
preferable and best nourishing food
for infants.
Level of Education:
Nestl makes promotional strategies
keeping in view the customer level
of education. If the % of education is
high in a country then through ads
people can be made well aware of
Behavioral Segmentation:
Benefits:
Buyers are classified according to
the benefits they seek. Nestl
Cerelac has launched different
flavors and types of Cerelac
according to benefits that are
required by the children of different
stages of early life.
3.2.1 STRENGHTS
Nestle includes a culture that is team
focused and an open door policy
which encourages employees to work
hard.
People all over the world trust and
recognizes Nestle as a big brand
name. It looks at achieving higher
volumes by renovating existing
products and innovating new
3.2.2 WEAKNESESS
One major weakness of Nestle is
that it is entering into
markets that are already mature
and can give a tough
competition to new entrants.
Nestle Plain Yogurt has proved to be
a Nestle weakness because it has
been unable to make its market
place in USA. Nestle by analyzing
the sensitive areas can overcome its
weaknesses.
3.2.3 OPPORTUNITIES
Nestle in Pakistan has a great
opportunity for expanding its
markets because in Pakistan there is
a large market of food and
beverages.
It also has opportunities largely in
3.2.4 THREATS
Nestle is facing the threats by
worldwide community
Many conferences and campaigns
have been held
against Nestl in this regard which can
damage the name and trust of its
customers.
Another threat is due to the
increasing popularity of its
competitor OLPERS in local and
international markets.
3.2 Competition
Nestle competes with other packaged
foods companies as well as store
brands from retailers
Nestls major competitors are:
Engro Foods
Geographic
dispersion
Family life cycle
Social Stratification
Age segments
Income level
Urban, suburban
Full nest, single parent
Upper upper class,
lower upper class,
upper middle class
Infants(0-5), mothers
(18-45)
Average income,
above average
4.3 Differentiation Of
Nestle Cerelac
1. Nestl Cerelac has strong brand
image on the basis of quality.
2. Nestl Cerelac always segments the
exact customers.
3. No any single Nestl competitors
are successful to compete on the basis
of quality.
4. Nestl Cerelac has positioned
among people as health provider
brand for infants.
4.5.2 Price:
Nestle Cerelac
banana
Price Rs.135
Nestle Cerelac
wheat
Price Rs.135
Nestle
strawberry &
apple Cerelac
Price Rs.135
4.5.3 Promotions:
Nestle has adopted the channels for
promotion through TV, News papers,
magazines Doctors and hoardings etc.
Advertisement budget of
the company
Nestle has preplanned to start the
financial year but it is kept secret by
the company.
Share of promotion
Share of promotion in over all projects
varies every year. Usually it is 40% of
the product.
Nature of marketing
4.5.4 Placement:
Outlets for Product Located
Nestl Cerelac is available all over in
Pakistan regardless of big and small
cities.
Direct Sales
It is not sold directly to the customers
because of the extensive consumer
groups. It is the reason they sale the
product through distributers for
easiness of the company.
Warehousing Facilities
Nestl Cerelac has its own warehouses
for the storage of products as well as it
also has hired some warehouses.
Transportation Modes
Usually Nestl mode of transportation
5.0 Financials
6.0 Controls
This is the mainand last elementof
the marketing planning byusing this
we cancheck product standard if
there is any problem arrive in
marketing plan the n it must be
corrected.
6.2 Market
Implementation
7.0 Biblography
www.nestle.com
wikipedia.org/wiki/Nestl
www.foodanddrinkeurope.com
www.foodnavigator.com
www.Google.com
www.shareinfoline.com
www.Ask.comsharekhan-firststep.com
http://www.nestleea.com/en/aboutus/OurMarkets/DRC/P
ages
http://www.scribd.com/doc/29582425/
Nestle
http://www.docstoc.com/docs/6285111
4/nestle
http://www.oppapers.com/subjects/nes
tle-cerelac-page1.html
http://www.oppapers.com/subjects/cer
elac-page2.html
http://www.scribd.com/doc/36009148/
Marketing
http://www.docstoc.com/docs/7708817