GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DELHI

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

BBA-Project Report
L-0 T-0 Credit -3 External and Internal Marks:100
Project Report Title: A study on marketing mix of Nestle
SUBMITTED IN PARTIAL FULFILLMENT FOR THE PROJECT EXAM

Examiner - Student :
Dr. Navneet Joshi Name: Ridhi Saini
Microsoft Faculty Fellow Roll NO: 01214001721
Ph.D., M.Com., PGDIT, EPCF-IIM-C Course: BBA
Professor (Finance / Accounting ) Shift:- 1st shift

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INTRODUCTION

This is a project report regarding the products of “ NESTLE “ which is an Switzerland based FMCG company which
includes beverages, baby food, cereals, chocolates and confectionary, baked goods and health care nutrition and
prepared dishes . Nestle is a worlds leading, health and nutritious wellness company . It gives a briefing about all the
products of Nestle. Nestle believes in the motto of “ Good Food Good Life ” which means that Nestle is committed in
providing good life to everyone , everywhere by its products or service. Nestle is also one of the biggest shareholder of
largest cosmetic company Loreal . It has more than 2000 brands which includes Nescafe , Maggi , Nesquik, Smarties ,
Nestea etc. Some of the competitors of Nestle are Amul , Heinz , Kellogg's , Hershey's etc. With eight factories and a large
number of co-packers, Nestlé India is a vibrant Company that provides consumers in India with products of global
standards and is committed to long-term sustainable growth and shareholder satisfaction.

The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its
relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is
acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India .Nestle is the
world’s largest food group involved in nearly every field of nutrition, with a turnover of 81.4 billion Swiss Francs
annually. With a total workforce of approximately 224,541 people in some 479 factories worldwide, Nestlé is not only
Switzerland’s largest industrial company, but it is also the World’s Largest Food Company. Nestlé products are available in
nearly every country around the world. Nestlé is dedicated to providing the best foods to people throughout their day,
throughout their lives, throughout the world. With their unique experience of anticipating consumers’ needs and creating
solutions, Nestlé contributes to everyone’s well being and enhances the quality of life. Wherever one lives, only Nestlé
can provide the best and most relevant food and beverage products to meet everyone’s needs throughout the day, and life.
Nestlé provides a wide, diverse range of products, suitable for use and consumption of everyone ranging from infants to
adults. Nestle is a global brand. They made product for every age groups. Nestle provide baby food, coffee, chocolate,
health drinks etc. The company work with honesty and gain trust and respect by the people’s.

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OBJECTIVES

• To comprehend the product mix and specification provided by Nestle.

• To understand the pricing strategy of Nestle.

• To study the supply chain of Nestle.

• To identify the promotional strategies adopted by Nestle India.

• To know the product range of Nestle

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RESEARCH DATA / DATA ANALYSIS

The data analysis of Nestle has a briefing about the all 4Ps of Nestle i.e. product , price , place and promotion. The
Marketing mix of Nestle discusses the 4P’s of one of the strongest FMCG companies of the world. The Nestle marketing
mix shows Nestle has a strong product line which boosts its marketing mix. There are 4 different strategic business units
within Nestle which are used to manage various food products ( beverages , milk and dairy products , chocolates and
confectionaries , prepared dishes and cooking aids). Nestle’s pricing strategy is quite unique than the other brands. It solely
depends on recognition which is commonly known as the product’s perceived quality. Perceived quality means that
consumers get to touch and feel the quality of the products. Depending on the quality and consumer’s approach towards it .
Nestle follows several pricing strategies like affordable pricing strategy , bundle pricing strategy , stock keeping units ,
competitive pricing and also offers various discounts to attract more customers.
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. Nestle is able to drive other products in the market as
well. One of the most widely known tunes is the Nescafe tune. It was one of the best advertising campaigns and was
launched at least 2 decades back. However, that campaign brought Nescafe strongly in the market. KitKat website too is
very innovative and shows nothing but asks the visitor to take a break and have a Kitkat. The major push expected of a
FMCG company is in sales promotions at the ground level. This is where Nestle really rocks. Nestle focuses on its strength
which is Maggi, Nescafe and Kitkat which are the most promoted brands in the market on ground level.
Besides this, Nestle regularly uses TVC’s and ATL marketing. It is also present online through some smart creative.
Overall, Nestle is a brand which has strong
Various celebrities have been promoting nestle since decades including Milind soman , Madhuri dixit , ayushman Khurana
, Deepika Padukone etc.
FINDINGS

1) Nestle is indeed one of the largest and most successful companies in the world. The company has focused on food
and beverages as its main trading commodities.

2) The products includes features that contain the combination of both health and hygiene keeping in mind the
individuals requirements in terms of taste

3) Many choices are provided to satisfy the customers needs. Nestle brand is trusted hence many people tends to buy
its products

4) Nestle is the product differentiation strategy by providing the superior quality products. Their main focus is to
keep the customers loyal. Nestle tried to reach each and every group of people in which they have succeeded.

5) Customer satisfaction is the focal point for the company. They provide hygienic products to their customers.
Products are verified by health and safety measures and also by international quality standards.

6) Nestle research and development analyses the local consumer’s trend in lifestyle, culture and purchasing power. It
facilitates to understand customers need and to make new products. Also Nestle indulge in nutrition research to
increase nutrition level with tasty products.

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CONCLUSION
Nestle is a market leader due to different reasons:

Its price is high against its competitors but it matches its quality with its competitors. Nestle is using its brand
name to promote its products & it‘s very popular as compared to its competitors. Its packaging is good. We can
easily find Nestle from any retailer shop. Due to its advertisement, Nestle attracts more customers & has very
prosperous future if it continues to promote its products and bring all the possible innovational aspects using
different product line strategies .It has always maintained the quality of its products. Despite of all the facts,
there‘s need to maintain the condition of office and enhance the security. Behavior of employees is not
professional and every department should treat equally . Nestle is the largest company which is in the world’s
leading food manufacturer and the market leader in every range whether it is beverages , cereals , porridges , milk
and dairy product . It produces a wide range of products including prepared dishes , cooking aids and baby food.
Nestle is organic model of organizational design. It is flexible and highly adaptive to the competitive external
environment and also decentralized decision authority.
CONCLUSION

1) Although product line is very good and it has good width and depth but Nestle should try to make stronger brand
equity in dairy products because Amul is still a leader.

2) Should also look for rural market .

3) Nestle is quite successful in the consumer packed goods market. However, there are still some areas where it can
improve to strengthen its market standing.

4) Should also upgrade its online services to create a unique competitive advantage in the consumer packed goods.

5) For promotional offers, company should go for free gifts rather than going for other way.

6) Company should concentrate more on television for advertisement, as mostly people get attracted through
television only.

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 THANK YOU
Name : Ridhi Saini
Mobile NO. 8178621412
E-mail:- ridhi_saini_bba21s1@jimsindia.org

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