PROJECT SYNOPSIS

ON

MARKETING STRATEGY OF NESTLE

SUBMITTED TO:-

CHANDIGARH UNIVERSITY

IN PARTIAL FULFILLMENT OF THE DEGREE OF BACHELOR OF BUSINESS

ADMINISTRATION (B.B.A) COURSE SPECIALISATION IN BANKING AND FINANCE

UNDER THE GUIDANCE OF

MR. VIVEK SHARMA
:INTRODUCTION OF MARKET
Marketing is a form of communication between a business house and its
customers with the goal of selling its products or services to them. Goods are
not complete products until they are in the hands of customers. Marketing is
that management process through which goods and services move from
concept to the customer. Marketing has less to do with getting customers to
pay for a product as it does with developing a demand for that product and
fulfilling the customer’s needs. According to the American Marketing
Association (AMA) Board of Directors, Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and
society at large. Dr. Philip Kotler defines marketing as “the science and art of
exploring, creating and delivering value to satisfy the needs of a target market
at a profit. Marketing identifies unfulfilled needs and desires. It defines,
measures and quantifies the size of the identified market and the profit
potential. It pinpoints which segments the company is capable of serving best
and it designs and promotes the appropriate products and services.” Thus,
marketing refers to all the activities involved in the creation of place, time,
possession and awareness utilities and beyond.

:INTRODUCTION TO MARKETING STRATEGY

A marketing strategy refers to a business’s overall game plan for reaching
prospective consumers and turning them into customers of their products or
services. A marketing strategy contains the company’s value proposition, key
brand messaging, data on target customer demographics, and other high-level
elements.

A thorough marketing strategy covers the four Ps of marketing: product, price,

place, and promotion.

KEY TAKEAWAYS
A marketing strategy is a business’s game plan for reaching prospective
consumers and turning them into customers of their products or services.
Marketing strategies should revolve around a company’s value proposition.
The ultimate goal of a marketing strategy is to achieve and communicate a
sustainable competitive advantage over rival companies.
:INTRODUCTION OF THE COMPANY
Nestlé SA, multinational manufacturer of food products. It is headquartered in
Vevey, Switzerland, and operates factories in more than 80 countries. Nestlé’s
chief products are condensed and powdered milk, baby foods, chocolate
products, candies, instant coffees and teas, soups, seasonings and condiments,
frozen foods, ice cream, and bottled water. The company also produces
pharmaceuticals.
The company dates to 1866, when two separate Swiss enterprises were founded
that would later form the core of Nestlé. In August of that year, Charles A. Page
and George Page, brothers from the United States, established the Anglo-Swiss
Condensed Milk Company in Cham, Switzerland. In September, in nearby Vevey,
Henri Nestlé developed a milk-based baby food and soon began marketing it. In
the succeeding decades both enterprises aggressively expanded their businesses
throughout Europe and the United States. (Henri Nestlé retired in 1875, but the
company, under new ownership, retained his name as Farine Lactée Henri
Nestlé.) In 1877 Anglo-Swiss added milk-based baby foods to its products, and in
the following year the Nestlé company added condensed milk, so that the firms
became direct and fierce rivals.
In 1905, however, the companies merged to become the Nestlé and Anglo-Swiss
Condensed Milk Company, retaining that name until 1947, when the name Nestlé
Alimentana SA was taken as a result of the acquisition of Fabrique de Produits
Maggi SA (founded 1884) and its holding company, Alimentana SA of Kempttal,
Switzerland. Maggi was a major manufacturer of soup mixes and related
foodstuffs. The company’s current name was adopted in 1977.
From the beginning of the 20th century the Nestlé company began diversifying.
In 1904 it bought chocolate rights that would eventually result in products under
the Peter, Kohler, Nestlé, and Cailler brands. In 1927 it acquired rights from the
cheese makers Gerber & Company AG. In 1937 the company invented instant
coffee, which it began producing under the name Nescafé the following year. In
1960 it acquired control of Crosse & Blackwell (founded 1830) and affiliated
companies in Great Britain, Australia, South Africa, the United States, and
elsewhere. Nestlé’s bottled-water division was created through the purchase of
European brands such as Vittel (1987), Perrier (1992), and Sanpellegrino (1998).
The many acquisitions of U.S. food companies have included Libby, McNeill &
Libby (1970), the Stouffer Corporation (1973), and one of America’s largest food
companies, the Carnation Company (1985).
Over the years, Nestlé came under scrutiny for some of its business practices. In
July 1977 a boycott was started in the United States against the company’s
products, because of Nestlé’s advertising of its infant-formula baby food to
mothers as an alternative to breast-feeding, particularly in less-developed
countries. The boycotters criticized the advertising as aggressive and claimed
that the use of infant formula resulted in health problems and deaths among
infants; led by such groups as World Alliance for Breastfeeding Action (WABA)
and Save the Children, the boycott later spread to Europe and beyond. Nestlé
was also targeted by lawsuits from the International Labor Rights Forum and
anti-child-labour activists for alleged child-labour practices on its cocoa farms in
Côte d’Ivoire. In 2013 Nestlé Canada, two of its former executives, a competitor,
and a distributor were charged with allegedly fixing the price of chocolate; the
charges followed a multiyear investigation by the Canadian Competition Bureau
that also resulted in a $23 million settlement paid by Nestlé Canada and other
chocolate producers.

: REVIEW OF LITERATURE
A literature review is a piece of academic writing demonstrating knowledge and
understanding of the academic literature on a specific topic placed in context.
A literature review also includes a critical evaluation of the material; this is why
it is called a literature review rather than a literature report.
To illustrate the difference between reporting and reviewing, think about
television or film review articles. These articles include content such as a brief
synopsis or the key points of the film or programme plus the critic’s own
evaluation. Similarly the two main objectives of a literature review are firstly the
content covering existing research, theories and evidence, and secondly your
own critical evaluation and discussion of this content.
Usually a literature review forms a section or part of a dissertation, research
project or long essay. However, it can also be set and assessed as a standalone
piece of work.
:RESEARCH METHODOLOGY
Research methodology is a way of explaining how a researcher intends to carry
out their research. It's a logical, systematic plan to resolve a research problem.
A methodology details a researcher's approach to the research to ensure
reliable, valid results that address their aims and objectives. It encompasses
what data they're going to collect and where from, as well as how it's being
collected and analyzed. Research methodology simply refers to the practical
“how” of any given piece of research. More specifically, it’s about how a
researcher systematically designs a study to ensure valid and reliable results
that address the research aims and objectives.

:AIM AND OBJECTIVES

Marketing objectives are compatible with the overall corporate objectives of
nestle. Company’s objective is to be the world’s largest and best branded food
manufacturer while insuring that nestle name is synonymous with the products
of the highest quality.

CHIEF OBJECTIVES:

*To achieve compatibility with international voluntary standards on

environmental management systems.
*To build mutual trust with consumers, governmental authorities and business
partners.
*To ensure continuous improvement of nestles environmental performance.
*Conservation of natural resources and minimization of waste.
*To establish the benchmark for good business practice.
*Employing new technologies and processing.
*Measuring the cost and benefits to business of it’s activities.
*Monitor progress.
*Audit results.