Group - 5

INTRODUCTION
• Nestlé is a Swiss multinational food and drink
processing corporation headquartered in
Switzerland.

• Nestlé was formed in 1905 by the merger of the

Anglo-Swiss Milk Company, established in 1866 by
brothers George and Charles Page, and Farine Lactée
Henri Nestlé, founded in 1866 by Henri Nestlé.

• It has more than 2000 brands ranging from global

icons to local favorites, and are present in 190
countries worldwide.
 NESTLE INDIA
• NESTLÉ's relationship with India dates back to 1912,
when it began importing and selling finished products in
the Indian market.

• NESTLÉ responded to India's aspirations by forming a

company in India and set up its first factory in 1961 at
Moga, Punjab, where the Government wanted NESTLÉ to
develop the milk economy.

• NESTLÉ India manufactures products of truly

international quality under internationally famous brand
names such as nescafé, maggi, milkybar, kit kat, bar-one,
milkmaid and nestea.
 MARKETING RESEARCH
• The Marketing
Research is the
systematic collection,
analysis, and
interpretation of data
pertaining to the
marketing conditions.
Nestle uses all the following methods of
research:
• Qualitative Research
• Quantitative Research
• Primary Research
• Secondary Research
• Internal/External Research
• Observational Research
• Focus Group Research
• Behavioural Research
• Surveys
• Questionnaire Design, In Depth Interviews
 RESEARCH OBJECTIVES
• To identify the attributes where the nestle lags
with respect to competition.

• To evaluate customers expectations on certain

parameters.

• To find the gaps between the customers

preferences and present offerings of nestle
 MARKET SEGMENTATION
• Market segmentation is the
process of dividing a market of
potential customers into
groups, or segments, based on
different characteristics.

• The segments created are

composed of consumers who
will respond similarly to
marketing strategies and who
share traits such as similar
interests, needs, or locations.
 Geographic Segmentation
• Weather

Nescafe Ice : Summer

Nescafe Classic : Winter

 Demographic Segmentation
• Age
Lactogen: Lactogen 1 is for babies less than 7 months.
Lactogen 3 is for babies less than 12 months.
Cerelac: For babies under 1 year.
Nido: For children of 2 years.
• Occupation
Nescafe Classic : For those who work hard.
• Income
Nestle segmented their market based on customer’s
earnings in an effective way.
 Psychographic Segmentation
• Lifestyle and Personality
Nestle provides KIT KAT for those people who
really want to enjoy chocolate.
Nescafe 3 in 1 for exclusively those customer’s
who are really busy and do not have enough time.

Behavioral Segmentation
• Benefits
For those customers who want more benefits
from the products , Cerelac contains vitamin,
mineral and all nutritious elements for babies.
 PRODUCTS

• Beverages

• Prepared dishes & cooking aides

• Chocolates

• Milk & milk product

 PRICE
Depends on the following factors:-

• Market(Demand)

• Competition

• Quality

• Packaging

• Nature of consumers
 PLACE
• Place decisions outline where a company sells a product and
how it delivers the product to the market.

• Marketing is about putting the right product, at the right

price, at the right place, at the right time.

• It’s critical then, to evaluate what the ideal locations are to

convert potential clients into actual clients.
 Place as a marketing mix of nestle
• Nestle follows the FMCG strategy of distribution which
involves breaking the bulk. The typical distribution strategy of
Nestle is as follows.

• Manufacturing >> C & F agent >> Distributors >> Retailers >>

Consumer
Manufacturing >> Bulk buyers >> Consumer

• These are the two different forms of distribution which Nestle

has. It is typical of any FMCG company. However, the Nestle
channel is known to be strong with a good marketing and
sales network for channel distribution.
 PROMOTION
• Innovative campaign of Maggi and KITKAT
• Nestlé regularly uses TVC’s and ATL marketing
• Nestle is a brand with strong products and strong
marketing.
• Nescafé tunes.

Trade promotion:
• Nestlé regularly introduces trade discounts and
various tactics To keep the channel motivated.
• Providing traders better discount Or gifts on
targeted sales.
Promotion strategy for market expansion
• Availability of Nescafe enhanced through an
Expansion of the vending machine network.
• New Consumption opportunities for Chocolates and
confectionary were identified Developed in areas like
railway platform ,College Canteen and major events.
• Nestlé set up café Nestlé and Coffee corners Across
Metro stations .

Main aim of promotion:

• To create awareness Generate sales
• Create brand loyalty Create interest
 BRAND EQUITY
• Brand equity includes not only the value of
the brand, but also implicitly the value of
proprietary technologies patents, trademarks
and other intangibles such as manufacturing
know-how.

• Why is brand equity of Nestle Best?

• Corporate Brand Performance.

 BRAND LOGO
• Nestlé's use of symbolism is also thoughtful and
measured. It extends the idea of nourishment, but it
doesn't stretch it as the company continues to evolve
and extend into new products, lines of business.

• The symbol that once represented the literal feeding

of infant birds by their mother is now on the t-shirts
of volunteers who are hard at work at food drives,
and also on banners that wave over classrooms.
 CUSTOMER RELATIONSHIP
MANAGEMENT

• What is CRM?
“It is the combination of practices strategies
and technologies that companies use to
manage and analyze customer interactions
with a goal of improving customer relations
and customer retention.”
 Benefits of CRM
• Better client relationship
• Improved efficiency in serving clients
• Increased revenue and profitability
• Identify and target the best customers
• Improved product and services
• Satisfied customers
• Repeated orders from customers
• Positive word of mouth
 CRM at NESTLE
Email id :
Customer service –wecare@in.nestle.com
General enquires – communication@in.nestle.com

Number :
Customer service -1800 103 1947

• Requests for services are created, assigned ,and

managed
• Call centre software routes call to agents
• Help desk software provides service data and suggestion
• Personalized support by customer care executives
• fast mechanism for correcting service deficiency
• user friendly mechanism for registering complaints
• Software used for CRM
Case Study - Maggi
 Presented by
Heena 40311170115 18

Hasti 40311170410 57

Aditya 40311171048 05

Dhrumin 40311170651 83

Abhishek 40311170786 96

Samradni 40311170231 31

Anuj 40311170335 43

Jay 40311171099 70