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STUDENTS DECLARATION
I hereby declare that this report submitted in partial fulfillment of the requirement of
Master of Management Studies degree awarded by University of Mumbai from H.K.
Institute of Management Studies and Research, is my original work and not submitted
for award of any other degree or diploma fellowship or for similar titles or prizes.

I further certify that I have no objection and grant rights to H.K. Institute of
Management Studies and Research to publish any chapter/project if they deem fit to
publish in Journal/Magazines and newspapers etc. without my permission.

Name SOHEL SHAIKH

Class MMS/A

Roll No. 37

Place MUMBAI

Date

Specialization MARKETING

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 CERTIFICATE
This is to certify that the dissertation submitted in partial fulfillment for the award of
Master of Management Studies under University of Mumbai from
H.K. Institute of Management Studies and Research is a result of the bonafide
research work carried out by Mr. SOHEL SHAIKH under my supervision and
guidance. No part of this report has been submitted for award of any other degree,
diploma, fellowship or other similar titles or prizes. The work has also not been
published in any Journals/Magazines.

Project Guide:
DIRECTOR INCHARGE
PROF NEHA SHARMA

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 ACKNOWLEDGEMENT
I take this opportunity to thank all those who have been of help to me in the
completion of this project.

I would like to appreciate PROF NEHA SHARMA (faculty of HKIMSR) for

their guidance and constant supervision as well as for providing necessary
information regarding the project & also for their support in completing the Project.

I am also grateful to, Director …………and all the faculty members who have
directly or indirectly helped me in preparing this project report.

SOHEL SHAIKH

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EXECUTIVE SUMMARY

Nestle is the world's best Nutrition, Health and Wellness company. Our
work of "good food, good life" is to offer customers with the top tasting,
most nutritious choices in a wide variety of food and drink categories and
eating occasion, beginning morning to night. The members working in
the Organisation are concerned about developing the high standards in the
market. They basically focus on making sure that their products are best
to use. Nestlé has the one of the largest R&D networks of any food
company.Headquartered in Vevey, Switzerland, Nestlé is one of the
world’s largest food and nutrition Company. Nestlé now operates 115
countries and has around 280,000 employees worldwide. Nestlé produces
a different range of product categories from baby foods, bottled water,
chocolate, coffee, dairy to healthcare and sports nutrition. Well‐known
product brands owned by Nestlé include NesCafé, Kit Kat, Milk products
and ice cream represent around one‐fifth of the company's total turnover
in 2009. According to the company's 2009 report, the operations, offices
and manufacturing sites of Nestlé are present in 115 countries around the
world and Nestlé has 449 factories in 83 countries of which Nestle
Headoffice is situated at Gurgaon, Haryana in India.

Through engaging in various partnerships with organisations that range

from business enterprises to development boards, Nestlé is developing
its business globally as well as establishing a favourable image.Nestle’s
performance in the past years gives and idea about ther effective business
strategies and unique strenghts. Despite of this prestige status Nestle is
face a number of challenges and has also undergone many
controversiesnin past and also in present (Maggi). Nestle’s follows
various marketing strategies, promotional strategies which directly or
indirectly promotes products in the market and also gains consumer
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preference towards their products to some extent in chocolates and
confectioneries i.e. KitKat & milk and milk products i.e. Milkmaid, much
extent in prepared food dishes and cooking aids i.e. Maggi, & beverages
i.e. Nescafe. The advertising strategies of Nestle is attractive to much
extent to the customers & potential customers. The positioning strategies
of Nestle is good as Nestle products are easily available, affordable to the
customers. The company values research and development and perceives
it as a key competitive advantage for the company

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 CHAPTER 2 INTRODUCTION TO NESTLE

2.1 INTRODUCTION

The Nestlé company was founded by a German political refugee, Henri

Nestlé, who in the 1860s developed a way of combining flour with milk
for babies whose mothers were unable to breastfeed them. Maggi (now
part of Nestlé) was launched in the 1880s, when miller Julius Maggi - the
son of an Italian immigrant father - working with factory inspector
Fridolin Schuler, developed nutritious instant soups, using peas, beans and
lentils.

NESTLÉ's relationship with India was since 1912, when it began trading
as The NESTLÉ Anglo-Swiss Condensed Milk Company (Export)
Limited, importing and selling finished products in the Indian market.
After India's independence in 1947, the economic policies of the Indian
Government stressed the need for local production. NESTLÉ responded
to India's hop and ambition of achieving local production 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.
Progress in Moga required the introduction of NESTLÉ's Agricultural
Services to educate, advise and help the farmer in a variety of aspects.
From increasing the milk yield of their cows through improved dairy
farming methods, to irrigation, scientific crop management practices and
helping with the procurement of bank loans.

NESTLÉ set up milk collection centres that would not only ensure
prompt collection and pay fair prices, but also instil amongst the
community, a confidence in the dairy business. Progress involved the
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creation of prosperity on an on-going and sustainable basis that has
resulted in not just the transformation of Moga into a prosperous and
vibrant milk district today, but a thriving hub of industrial activity, as
well. NESTLÉ has been a partner in India's growth for over nine decades
now and has built a very special relationship of trust and commitment
with the people of India. The Company's activities in India have
facilitated direct and indirect employment and provides livelihood to
about one million people including farmers, suppliers of pamaterials,
services and other goods.

The Company continuously focuses its efforts to better understand the

changing lifestyles of India and anticipate consumer needs in order to
provide Taste, Nutrition, Health and Wellness through its product
offerings. The culture of innovation and renovation within the Company
and access to the NESTLÉ Group's proprietary technology/Brands
expertise and the extensive centralized Research and Development
facilities gives it a distinct advantage in these efforts. It helps the
Company to create value that can be sustained over the long term by
offering consumers a wide variety of high quality, safe food products at
affordable prices.

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 and in
recent years the Company has also introduced products of daily
consumption and use such as NESTLÉ Milk, NESTLÉ SLIM Milk,
NESTLÉ Dahi and NESTLÉ Jeera Raita.

NESTLÉ India is a responsible organisation and facilitates initiatives that

help to improve the quality of life in the communities where it operates.

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2.2 HISTORY

Nestlé's products include baby food (some including human milk

oligosaccharides), medical food, bottled water, breakfast cereals, coffee
and tea, confectionery, dairy products, ice cream, frozen food, pet foods,
and snacks. Twenty- nine of Nestlé's brands have annual sales of over 1
billion CHF (about US$1.1 billion),
[11] including Nespresso, Nescafé, Kit Kat, Smarties, Nesquik,
Stouffer's, Vittel, and Maggi. Nestlé has 447 factories, operates in 189
countries, and employs around 339,000 people.[12] It is one of the main
shareholders of L'Oreal, the world's largest cosmetics company.[13]

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 1867 by Henri Nestlé.[14] The
company grew significantly during the First World War and again
following the Second World War, expanding its offerings beyond its
early condensed milk and infant formula products. The company has
made a number of corporate acquisitions, including Crosse & Blackwell
in 1950, Findus in 1963, Libby's in 1971, Rowntree Mackintosh in 1988,
Klim in 1998, and Gerber in 2007.

The company has been associated with various controversies, facing

criticism and boycotts over its marketing of baby formula as an
alternative to breastfeeding in developing countries (where clean water
may be scarce), its reliance on child labour in cocoa production, and its
production and promotion of bottled water.

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2.3 ADVANTAGE & DISADVANTAGE

Founded in 1866, Nestlé is a Swiss- German multinational company that

specialise in infant formula, instant coffee, powdered milk, chocolates,
soups and mineral water. They are the world’s largest food company.
Nestlé grew significantly during the First and Second World War,
expanding its products into pet food and even condensed milk. Nestlé
brought about Product Differentiation by offering more than two
thousand brands worldwide compared with several other brands. For
instance, Nestlé- MILO and Vico, they are closely related in terms of its
benefits for consumers- provide energy, strong teeth, bones and muscles.

They adopted the Standardised Strategy which results in maximum

productivity and heavily reliant on the advances of technology and
telecommunications. They adopted similar packaging, distribution
methods and sell the same products creating product retention in
customers, which everyone is well aware off across the world. The only
difference is the changes in language to fit the culture. For instance, in
China, it is known as . With such high competitiveness, it is important
and crucial that Nestlé have a coherent…show more content…

One of the factors includes ‘People, Culture, Values & Attitudes’ which
describes employees’ work perspective, drive and attitude towards their
job responsibilities. The other strategy- Operational Pillars are four inter-
related core competencies of the company. One of the factors includes
‘Operational Efficiency’ which relates to employees’ work progress,
efficiency, and output of their job performance. As mentioned above, we
can tell that the relationship between The Organisation and Human
Resource (HR) Strategy are closely related in terms of their goals and
where they hope to see themselves. This is known as a Holistic.

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2.4 LOGO
The Nestlé logo is undoubtedly one of the most memorable and well-
recognized food logos ever created. Despite being changed several times,
the logo still retains a sense of authority and modernity with an up-to-date
feel.

Shape of the Nestlé Logo:

The earliest Nestlé logo was introduced by Henri Nestlé in 1868, based
on the meaning of his name in German, i.e. little nest, as an artistic
conceptualization of his family emblem. Henri secured a 15-year French
patent for this design the same year. Following his retirement, the logo
was registered in Vevey in 1875 by the new owners of the Nestlé S.A.
Company.

Later in 1938, the “Nestlé” name was introduced to the traditional nest
design, giving rise to the “combined mark”. However, in 1966, the design
was simplified once again, with a few minor graphic tweaks to the nest as
well as the typeface.

In 1988, the worm in the beak of the mother bird was taken out while an
extra fledgling was also added. Such changes were intended to put an
emphasis on the activities of the company, which was
broadening its horizons to include diversified products, while
reflecting the modern family with two children.

The current Nestlé logo has been recently simplified, and the tree is
supposed to symbolize an oak and the birds’ thrushes.

Colour of the Nestlé Logo:

The blue colour in the Nestlé logo represents prosperity, purity, care and goodness.
Font of the Nestlé Logo:

The custom typeface used in the Nestlé logo has been derived from Helvetica.
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 CHAPTER 3 COMPANY PROFILE

3.1 VISSION & MISSION

VISION

People understand that food is a source of nourishment and

satisfaction, but also pleasure, health, happiness and peace of mind.
They are
increasingly aware that their food and beverage
choices can impact their quality of life and affect the
lives of others.
Innovation has been at the heart of Nestlé’s
company since its beginning. Ever since Henri
Nestlé invented Farine Lactée to alleviate infant
mortality, they have been dedicated to enhance
people’s lives.Each day they strive to make their
products tastier and healthier choices that help
consumers care for themselves and their families.
This would not be possible without Nestlé’s
unmatched R&D capability, nutrition science and
passion for quality in everything they
do.Nestle has the largest R&D network of any food company in the
world, with 34 R&D facilities (3 Science & Research centres and 31
Product Technology Centres and R&D centres worldwide), and over
5,000 people involved in R&D.
Behind every one of Nestlé’s products there is a team of scientists,
engineers, nutritionists, designers, regulatory specialists and consumer
care representatives dedicated to earn their consumers’ trust with safe
products of the highest quality: at Nestlé, safety and quality are non-
negotiable.

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Whether it is in terms of convenience, health or pleasure, they are able
and committed to create trustworthy products, systems and services that
contribute to improving the quality of consumers’ lives.

MISSION
“Nestlé is the world's leading nutrition, health and wellness company.
Our mission of "Good Food, Good Life" is to provide consumers with the
best tasting, most nutritious choices in a wide range of food and beverage
categories and eating occasions, from morning to night.”

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3.2PRODUCT MIX
Nestlé has 64 brands, with a wide range of products across a number of
markets, including coffee, bottled water, milkshakes and other
beverages, breakfast cereals, infant foods, performance and health care
nutrition, seasonings, soups & sauces, frozen & refrigerated foods, & pet
foods.

PRODUCT CLASSIFICATION

MILK PRODUCTS

NESTLE EVERYDAY DAIRY WHITENER:

NESTLE EVERYDAY is the No.1 selling dairy whitener in INDIA. It’s

no wonder then, that in blind taste tests consumes ranked tea made with
NESTLE EVERYDAY as their No.1 choice for a perfect cup of tea.

NESTLÉ ACTIPLUS Probiotic Dahi:

NESTLE ACTIPLUS DAHI is a deliciously thick ‘n’ tasty low fat DAHI
enriched with the goodness of more than 100 CRORE special
PROBIOTICS in every serving (100g), which work hard everyday to
ensure your digestive system is strong and healthy.
NESTLÉ MILKMAID:

A Partly Skimmed Sweetened Condensed Milk, NESTLE MILKMAID is

a versatile product and excellent as a dessert ingredient. With
MILKMAID, you can whip up lip- smacking desserts for your family in
the shortest possible time

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NESTLÉ EVERYDAY Ghee:

NESTLE EVERYDAY Ghee is 100% pure Clarified Butter hygienically

packed to preserve its rich aroma and granular texture. As a cooking
medium, NESTLÉ EVERYDAY Ghee helps you add that authentic
ethnic aroma and flavour to Indian preparations every time, everyday.

NESTLE Bhuna Jeera Raita:

NESTLE Bhuna Jeera Raita is a unique proprietary product from Nestle,

currently available in Delhi NCR. It offers all the innate goodness of Dahi
with real Jeera – a delicious meal accompaniment which tastes exactly
like home-made Raita. It aids in digestion and is low in Fat (only 1.5%
fat).

NESTLE Masala Buttermilk and Sweet Lassi:

NESTLE Masala Buttermilk and NESTLE Sweet Lassi NESTLE Masala

Buttermilk has the goodness of Ayurvedic ingredients like Jeera, Kala
Namak, Mint and Ginger NESTLÉ Sweet Lassi is a tasty and refreshing
drink with approximately 99 Kcal per pack.\

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3.3 MARKETING MIX

The Marketing mix is a set of four decisions which needs to be taken

before launching any new product. These variables are also known as the
4 P’s of marketing. These four variables help the firm in making strategic
decisions necessary for the smooth running of any product/organization.
These variables are as follows:

1. Product
2. Price
3. Place
4. Promotions

Marketing mix is mainly of two types:

PRODUCT MARKETING MIX

Comprised of Product, Price, Place and Promotions. This marketing

mix is mainly used in case of Tangible goods.

SERVICE MARKETING MIX

The service marketing mix has three further variables included which are
people, physical evidence and process. They are discussed in detail in the
article on service marketing mix.

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 PRODUCT MARKETING MIX OF NESTLE

The Marketing mix of Nestle discusses the 4P’s of one of the

strong FMCG companies of the world. The Nestle marketing
mix shows Nestle has a strong product line which boosts its
marketing mix. Below are the products, price, placement and
promotions of Nestle.

PRODUCTS

There are 4 different strategic business units within Nestle which are
used to manage various food products.

 Beverages
One of the most known coffee brands Nescafe, belongs to the house of
Nestle and is one of the cash cows for Nestle. However, it is not the
biggest cash cow. Nestle has a worldwide distribution and has many
different variants. Looking at India, Nestle has also launched Nestea.

 Milk and Milk products

Nestle everyday, Nestle slim and Nestle Milk maid are some of the
milk and milk based products from the house of Nestle.

 Prepared dishes and cooking aides

Nestle has a third category of products which comes into prepared dishes
and cooking aides. The major cash cow of Nestle lies in this segment,
which is Maggi Noodles.
Probably one of the most widely sold ready to cook noodle brands is
Maggi. Maggi has a fantastic taste and quality. Thus, it was not a
surprise, that Nestle expanded the Maggi brand to create an umbrella of
different products like Maggi pasta, Maggi sauce, Maggi cubes etc. The
Maggi range contributes vastly to the bottom line of Nestle.
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Chocolates
Nestle has some popular chocolate products, most popular being Nestle
KitKat, Munch, Milky bar, Éclairs and Polo. The newly introduced
Alpino is targeting the gifting segment in response to various chocolates
like Dairy milk and Bourneville by Cadbury. The chocolates segment of
Nestle is a star, where the competition is high and the expense is high but
at the same time the market size is huge as well.
As we can see, two major brands of Nestle are a very high contributor to
its Brand equity – Nescafe and Maggi. These are two brands sold across
India in small as well as big shops and super markets. There have been
many competitors for these products, like Bru for Nescafe and Top ramen
and Sun feast Yippee against Maggi.

The appreciable factor in Nestle is that quality maintenance of products is

up to mark and there are hardly any complaints about Nestles products in
the market. This is a major achievement for a company which relies
majorly on food product

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 PRICING STRATEGY

The price is dependent on the market of each individual products. For

example, Nescafe and Maggi being the clear leaders are priced with
higher margins for the company as compared to competition. This is
because the product quality is good enough and a bit of skimming price
will not cause the customer to switch brands.
The strength of pricing for Nestle comes from its packaging or
consumption based pricing. For Nescafe as well as Maggi, Nestle offers a
lot of sizes and package options. In supermarkets, you can even find a 16
packet Maggi whereas in small retail shops, you can find 5Rs Maggi.
Thus, with the variety available, customer can make his own choice based
on his consumption. In other products like KitKat and Munch, due to
tough competition from other companies, Nestle offers competitive
pricing. You will find that nestle will be similar priced to many of
Cadbury’s Products in the chocolate segment.

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 PLACE/DISTRIBUTION STRATEGY

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.
On top of it, Nestle regularly introduces trade discounts and various
tactics to keep the channel motivated. The major challenge is in the
distribution of Maggi which is the most in-demand product along with
Nescafe. Due to these two products, Nestle is able to drive other products
in the market as well. Thus, on purchase of one weak product, the
distributor might get a discount on the stronger product or vice versa.
The challenge for Nestle is in the chocolate segment where it faces stiff
competition from Cadbury and hence selling the chocolates becomes
difficult. Kitkat might have its own brand positioning, but it is not better
than Dairy milk. Thus, converting retailers to sell Nestle instead of
Cadbury is the toughest task for Nestle. This is converted mainly through
promotions.

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PROMOTIONAL STRATEGY
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.
On the other hand, Nestlé’s brand was pushed by the excellent product
quality of Maggi and the witty and innovative campaigns of Maggi.
Where Nescafe focuses on value and the good things in life, Maggi
focuses on moments you had with your Maggi. The recent campaign was
completely focused on your Maggi story, where people had to come out
with various innovative ways that they had their Maggi.
Promotions for other products too is done smartly. Kitkat focuses on
“Take a break” and has done some good marketing for the same. Kitkats
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 products as well as strong marketing, and hence the
brand has a very high brand recall value. We hope that Nestle keeps
bringing in good products and keeps maintaining the quality of the
products it already has.

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 BEVERAGES:
MARKETING MIX OF NESCAFE

PRODUCTS OF NESCAFE

Nestle is the parent company of Nescafe and it is one of the most

successful companies in the world and is well known for offering a
variety of products, one of them being Nescafe. Nescafe has developed
a lot over the years and is touted as the market leader in the instant
coffee industry.

The history of Nescafe can be traced as far back as 1930 when its coffee
specialist Max Mergenthaler and his team were asked to produce high
quality coffee that could be prepared by simply adding hot water, yet
retain its natural aroma. It then took nearly 8 years of research in their
Swiss laboratories until they finally managed to get the solution in 1938.
The final product was called Nescafe, a portmanteau of the names Nestle
and Café. However, the instant coffee did not become an instant success
in Europe due to World War II. It was immediately exported to other
countries like Great Britain, France and the U.S.A. It later on became a
huge success in the United States and its fame spread further to Europe.
By 1950’s people was flocking coffee shops for the product.

Later in 1965, Nescafe introduced its Gold Blend version which was a
huge improvement on the original Nescafe which used carbon-dioxide as
a preservative. The Gold Blend brand was made of freeze-dried soluble
coffee granules. And in the 1960, another brand called Taster’s choice
was unveiled. Over the years, the company has produced a number of
brands under the umbrella name, Nescafe.
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The following is the full list of the brands

 Nescafé Original
 Nescafé Classic
 Nescafé Gold Blend Half Caff
 Nescafé Gold Blend Decaf
 Nescafé Alta Rica Decaff
 Nescafe Blend 43
 Nescafé Blend 37
 Nescafé Black Gold
 Nescafé Classico
 Nescafé Decaff
 Nescafé Half Caff
 Café Parisien
 Nescafé Gold Blend
 Nescafé Suraya
 Nescafé Alta Rica
 Nescafé Espresso
 Nescafé Fine Blend
 Nescafé Partners Blend

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PROMOTIONAL STRATEGIES OF NESCAFE
Nestle has used a number of advertising strategies throughout the years
to make the product Nescafe appealing. In particular, it has used
persuasive advertising, with an emotional aspect, to make it an instant
success. Nestle runs a number of advertisements and TV commercials
focused towards making it a household premium brand. Another
powerful tool is the widely known ‘Nescafe tune’ which is one of the
best advertising campaigns which was launched about 20 years ago.
The continuous advertising with smart promotions has given Nescafe a
strong position in the instant coffee industry. Nescafe also focuses on
producing high quality products and experiments with a lot of variants. It
recently introduced the Nestea which was instant tea, looking at the
potential consumption of tea loving customers. Moreover, Nestle also
uses its other powerful products like Maggi and KitKat to strongly push
for a higher market share. In India, Nescafe has signed on Deepika
Padukone as the brand ambassador and has introduced many ads
including Purab Kohli and Karan Johar to push the Nescafe coffee brand.

A significant portion of Nescafe’s promotion strategy involves the use of

 Advertising Campaigns
 Newspapers
 Internet
 Television
 Public relation activity
Another promotion strategy is excellent branding that is used to
build high brand value for end customers. Besides some packaging
and product changes, Nescafé logotype has always remained the
same since it’s origin.

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 PRICING STRATEGIES OF NESCAFE
Nestle has adopted the strategy of non-price competition. It ensures that
traders don’t take advantage and hike prices by maintaining uniform
pricing for all its products, including Nescafé. It offers generous
discounts to its distributors. Different Nescafé brands come with different
prices depending on how they are made. Nescafe has estimated other cost
factors such as labor and considered mass production in order to reduce
the price and make it more affordable in India. However, being one of the
premium brands it enjoys a high stature and acceptability at a relatively
high cost than its nearest competitors.

PLACE/DISTRIBUTION STRATEGIES OF
NESCAFE

Nestle company follows the FMCG strategy of distribution. This is

quite effective because it involves breaking the bulk in a typical
distribution channel. The two channels are
 Manufacturing-C&F agent-Distributors-Retailers
 Manufacturing- Consumers Bulk buyers-

Actually, the above distribution channels are typical of any FMCG

company. However, Nestle enjoys a stronger distribution network and
sales network than most because of the pull from the market. In order to
encourage sales, Nestle frequently offers bulk buyers trade discounts to
keep the sales high. The company also uses two other famous products
(Maggi and KitKat) to boost sales. For instance, when a merchant
purchases one product, he/she might get a discount for purchasing an
additional product. The only challenge for Nescafe is that it faces
competition from other chocolate companies like BRU and Cadbury.
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29
 PREPARED DISHES & COOKING AIDS

MARKETING MIX OF MAGGI NOODLES

PRODUCTS OF MAGGI NOODLES
Maggi has introduced numerous products in the market according
to the needs and tastes of its consumers. The brand has been known for its
noodles, wuze, bouillon cubes, instant soups, stocks, sauces, ketchups and
seasonings. The products that have surpassed the expectations of the
people and have become a hit in the minds of the consumer’s are-

 Maggi 2 Minute Noodles- The flagship product in the Maggi umbrella

brand, this product is available in five flavours that are Tricky Tomato,
Chicken, Masala, Romantic Capsica and Thrillian Curry.

 Maggi Vegetable Multigrainz Noodles is a product that has Fibre,

Calcium, protein and added vegetables.

 Maggi Vegetable Atta Noodles is made from wheat flour that has fibre
content and added vegetables.

 Maggi Cuppa Mania is available in an easy cup format with two variants
Chilly Chow Yo and Masala Yo.

 Maggi Oats Noodles is an innovative, healthy and delicious dish that is

made from Wholegrain Oats.

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 Maggi Sauces
 Maggi Pichkoo
 Maggi Pazzta
 Maggi Healthy Soups
 Maggi Magic Cubes
 Maggi Coconut Milk Powder
 Maggi Masala -ae- Magic
 Maggi Bhuna Masala
 Maggi Pasta and Pizza Sauce

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 PLACE/DISTRIBUTION STRATEGIES OF MAGGI
Maggi has followed the distribution channel of Nestle to Distributor to
Retailer to Consumer, as a chain system is helpful in proper distribution
of the product.

 Nestle- The Company has decentralized the process of manufacturing

where every plant is responsible for its own production. It follows a
twofold path for distribution. In the first, the product is available to every
local store and the second where the stock is available for every malls and
shopping centres.

 Distributors- The Company offers its distributors a clear-cut margin of

6%. In this scheme, the distributor makes advance payment to the
company but supplies the product on credit to the retailers.

 Retailer- The retailer in turn gets a 15% margin on promotional products

and 10% margin on normal products.

The key ingredient in the Marketing mix of Maggi has been its
distribution. It is one thing to have a successful product in your hand, it is
a completely different ball game to ensure time and time again that this
top of the line product reaches the nooks and corners of the world. Even
if you go in the Himalayas, you will find Maggi selling there at select
places. Isn’t that something!! This single factor – distribution, has been
the backbone for the success of the product.

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 PRICING STRATEGIES OF MAGGI
Maggi has a penetration pricing strategy because it knows it has to
penetrate the market the world over. There are many indirect competitors
to Maggi as well. Maggi has a very clear-cut policy regarding its prices.

 From its initial years it has kept low pricing policy because, its
consumers mostly belong to the average middle class group.

 To make the product affordable they had to tone down their prices
but the volumes the product generates has helped the company in
maintaining a healthy profit. Therefore, the prices have always
been kept normal without any dramatic changes.

 In order to keep with the changing economic times Maggi has

reduced the quantity, instead of the prices.

 Along with this, to cater to the middle and low income class
customers, Maggi offers different sizes of packets at various prices
so that the customer can buy as per budget.

 Considering the price points in the market for Maggi, it should

continue to position itself in the “snack” category itself, since few
would be willing to accept it as a meal.

 The company is taking no chances and is extending its distribution

reach to smaller towns and cities. Maggi happens to be Nestlé’s
most widely distributed brand in the country. Through independent
channels, it reaches those villages where the company has no
33
 presence, according to Hedge. This is also the time that Maggi’s
value-for—money pack priced at Rs5 is expected to come handy.
The regular pack comes for Rs10.

 Affordable by all income groups.

34
 PROMOTIONAL STRATEGIES OF MAGGI
When the parent company Nestle decided to launch Maggi in India, its
promotional activities included creating awareness amongst the females
and kids.

 Toys and utensils were offered as gifts along with packets of

Noodles. This turned out to be a huge booster for the brand and
made it an instant household name.

 Maggi advertised on kid’s channels and between main programs in

the television. Its tagline “2 minute noodles” is known to be the
smartest tagline in the advertising industry and is still very famous
amongst the consumers.

 Till date, no one has been able to cook a Maggi in 2 minutes J but
still, people love the product for the quick way they can get an
excellent snack.

 Maggi has also announced many offers and schemes over the years
to attract its consumers like Fun books, free Maggi products,
scratch and win coupons, discounts and money back offer.

 In an exciting commercial for Maggi Oats Noodles, a consumer

can see the famous Bollywood actors commending the product to
the viewers. The convincing advertisement has proved to be a hit
with the audiences taking the company to new heights.
35
 In all its campaigns, since the year 1982, the product has been
advertised as “2 minute noodles”. The famous actor Amitabh
Bachchan is also seen in the promotional activities of Maggi.

 You can see Maggi advertising heavily when it brings a new

product in the market. But time to time, it also advertises for
product recall.

 For example, the Maggi masala for ready made food is advertised
time to time to keep the product in the minds of the consumer.
On the other

hand, the 2 minute noodles are advertised heavily when there is a

new variant such as Oats noodles or Aata noodles.

 The major cash cow of Nestle lies in this segment, which is Maggi
Noodles. Probably one of the most widely sold ready to cook
noodle brands is Maggi. Maggi has a fantastic taste and quality.

 Thus, it was not a surprise, that Nestle expanded the Maggi brand to
create an umbrella of different products like Maggi pasta, Maggi
sauce, Maggi cubes etc. The Maggi range contributes vastly to the
bottom line of Nestle.

36
37
 MILK AND MILK PRODUCTS
MARKETING MIX OF MILKMAID
PRODUCTS OF MILKMAID

Nestle Milkmaid is the market leader in the Rs 150 Crore condensed milk
market in India. Milkmaid is a heritage brand which was imported to
India from the time Nestle started its operations 90 years ago. It was in
the year 1969 that Nestle started manufacturing this brand in India.

PRICING STRATEGIES OF MILKMAID

NESTLÉ MILKMAID a name synonymous with delicious desserts

has been delighting generations of Indian consumers over the past 100
years. In fact, MILKMAID defined Nestlé’s ‘sweet’ entry into India –
It was the first brand to be traded by the company in India!
Its convenient format and versatile nature allows you to prepare a
plethora of traditional as well as contemporary desserts. Price of a small
400grm milkmaid can is rs 58 only.

38
3.4 PRODUCT LIFE CYCLE

The product life cycle has 4 very clearly defined stages, each with its own
characteristics that mean different things for business that are trying to
manage the life cycle of their particular products.

INTRODUCTION STAGE

This stage of the cycle could be the most expensive for a company
launching a new product. The size of the market for the product is small,
which means sales are low, although they will be increasing. On the other
hand, the cost of things like research and development, consumer testing,
and the marketing needed to launch the product can be very high,
especially if it’s a competitive sector.
39
GROWTH STAGE

The growth stage is typically characterized by a strong growth in sales

and profits, and because the company can start to benefit from economies
of scale in production, the profit margins, as well as the overall amount of
profit, will increase. This makes it possible for businesses to invest more
money in the promotional activity to maximize the potential of this
growth stage

MATURITY STAGE

During the maturity stage, the product is established and the aim for the
manufacturer is now to maintain the market share they have built up. This
is probably the most competitive time for most products and businesses
need to invest wisely in any marketing they undertake. They also need to
consider any product modifications or improvements to the production
process which might give them a competitive advantage.

DECLINE STAGE

Eventually, the market for a product will start to shrink, and this is what’s
known as the decline stage. This shrinkage could be due to the market
becoming saturated (i.e. all the customers who will buy the product have
already purchased it), or because the consumers are switching to a
different type of product. While this decline may be inevitable, it may
still be possible for companies to make some profit by switching to less-
expensive production methods and cheaper markets.

40
PRODUCT LIFE CYCLE OF MAGGI

INTRODUCTORY STAGE OF MAGGI

Nestle launched Maggi in India in the year 1982 with its 2 minutes instant
noodles. When Nestle launched this product there were a lot of ups and
downs, with high failure rates. Maggi, then had no competition and
incurred high production cost. A lot of research was also done in this
stage which caused frequent modifications.
GROWTH STAGE OF MAGGI

Around 1985, the demand for Maggi had increased tremendously in

India. The entire development cost was recovered and moreover its sale
rates had also increased. In 1990 the demand for Maggi had dropped a
little because of an introduction of a new brand named Top Ramen. So in
order to increase its sales Nestle formulated a new flavour which wasn’t
well accepted by its consumers. Thus in 1999, Nestle re- launched the
flavour of Maggi, which in turn increased its sales.

MATURITY STAGE OF MAGGI

During its maturity stage, Maggi’s sales were at peak, production costs
were low and profits were high.

DECLINE STAGE OF MAGGI

As we all know that Maggi is now banned in India due to its high lead
content. Thus it is going through its decline stage now. Nestle is
conducting a lot of research and if they come up with something new and
better, then Maggi might be selling its products in future, or else after
the declining stage, this brand would become history in India.

41
42
STRENGHTS

Nestle has a global reach, with presence in more than 100 countries. They
gained this advantage through decentralization, as every branch in their
respective countries are responsible in running the business efficiently.
The extent of their decentralization includes autonomy in the hiring of
staff and varied product ranges to suit different cultural tastes.
Additionally, they also have a medium-length supply chain, with 3-4
intermediaries to ensure that their products cover different regions
efficiently. To ensure maximum effectiveness, Nestle also implements
standardization in criteria for selection, terms of operations and incentives
in their distribution (Nadar, 2013)

43
WEAKNESS:

 Implementation of CSR

Although Nestle has implemented eco-friendly packaging and improved

on nutritional values on their current products (as stated above), they still
gain criticism for their weak implementation of CSR. The company has
repeatedly been at human rights risk in the areas of labour practices
(Rossman, 2013), food safety and the environment (Eccleston, 2008).
Some examples of these issues include mass firing of union workers,
presence of child labour in the Ivory Coast and for involvement in the
Palm Oil industry which has caused the deforestation of Borneo (CSR
News, 2010). In facing most of these CSR issues Nestle usually responds
by feedback control, where the issues are handled when it is too late.
Thus their CSR issues has been made known to the public, which leads to
conflict with external stakeholders such as pressure groups and customers
who lose faith in the brand or boycott Nestle products.

44
OPPORTUNITIES

 Acquisitions and Mergers

Nestle also has the advantage of having a large amount of money

(Nestle.com, 2014) and brand recognition at their disposal, which gives
them the opportunity of acquiring startups. One significant focus point
they can focus on is expanding their product portfolio, which still lacks
significant health based products. By acquiring new startups that creates
products for well-being, they are able to accomplish this easily and with
minimal monetary cost. Additionally, they can be involved in
partnerships with other multinationals such as the Coca Cola Company to
create new products as well.

THREATS

 Rising Raw Food Prices

Due to an increase in global population and stronger economies, prices of

raw foods produced in developing countries will increase. This will be a
problem that Nestle has to consider in the long-term as their cost of
production will increase. Nestle will be forced to consider either
increasing the prices of their products as well, or keeping them the same.
Increasing their prices may lead to a lower demand while maintaining it
will reduce their profit margins.

45
3.5 PROMOTIONAL STRATEGIES OF NESTLE
PROMOTIONAL STRATEGIES FOR MAGGI NOODLES

Maggi noodles is a brand of instant noodles manufactured by Nestlé.

Maggi has been the highest sold noodles in India. It is a product of Nestle
Brand. It took several years and lots of money for nestle to establish its
noodles brand in India Maggi was invented in Europe by a person named
Julius Maggi. In India it was launched in 1980s by Nestle group of
companies. Maggie had merged with Nestle family in 1947.

Maggie has faced lot of hurdles in its journey in India…. The basic
problem the brand faced was the Indian psyche. i.e. Indians used to be
conservative about the food habits so noodles faced a lot of problem in
promoting sales.

Initially nestle tried to position the Noodles in the platform of

convenience targeting the working women. However, the sales of Maggi
was not picking up despite of heavy Media Advertising. To overcome
this NIL conducted a research, which revealed that it was children who
liked the taste of Maggi noodles and who were the largest consumers of
the product. So they came up with Maggi- 2 minute noodles with price of
Rs. 2.10 with a close of 100% margin. NIL shifted its focus from working
women and targeted children and their mothers through its marketing.
NIL's promotions positioned the noodles as a 'convenience product', for
mothers and as a 'fun' product for children. The noodles' tagline, 'Fast to
Cook Good to Eat'

was also in keeping with this positioning. They promoted the

product by 1.Distributing free samples.

46
2.Giving gifts on return of empty

packets. 3.Dry sampling-distributing

Maggi packets

4. wet sampling - distributing cooked Maggi.

5.Availability in different packages

50gm,100gm,200gm,etc.. and 6.Effective Tagline

Communication.

Through its ads, NIL positioned Maggi as a 'fun' food for kids which
mothers could prepare easily. Taglines like 'Mummy, bhookh lagi hai'
(Mom, I'm hungry), 'Bas 2-

47
Minute,' and 'Fast to Cook Good to Eat' effectively communicated the
product's benefits to target consumers.

These ads had become so popular that the tagline 'Bas 2-Minute'
immediately reminded Indian consumers of Maggi noodles even several
years after the ads were taken off the TV. Maggi's first product extension
was Maggi instant soups launched in 1988. With the launch of Maggi
soups, NIL had become a pioneer in the organized packaged soup market
in India. Since then Maggi has been successful in India and launched
ketch ups sauces and soups in India, which was very successful in
grasping market. Though NIL tried to extend to other

ready to eat products like pickles, cooking aids and paste, It was unsuccessful so

dumped those products. Maggi is competing with Heinz Sauces and

Ketchup, Knorr Soups, Kissan Sauces and Ketchup, Top Ramen, Sun
feast Pasta Wai and 2 PM in corresponding categories of products and
variants.

Market position of Maggie:

1.No.1 in instant noodles and

sauces. 2.No.2 in healthy

soups.

3. Market share of noodles- 80%

4.current sales-5.5crores boxes in

India

48
PROMOTIONAL STRATEGIES FOR MILKMAID

Nestle Milkmaid is the market leader in Rs150 Crore condensed milk

market in India. Milkmaid is a heritage brand which was imported to
India from the time Nestle started its operations 90 years ago. It was in
the year 1969 that Nestle started manufacturing this brand in
India.Milkmaid is partly Skimmed sweetened condensed milk. This is a
popular ingredient in sweets and delicacies and desserts prepared at
homes. Milkmaid has more than 55 % share in the organized condensed
milk market in India. Milkmaid is positioned as a premium brand and is
promoted with the tagline

49
" Bana De Everything Tempting " ( Makes everything tempting). The
brand is positioned as the inevitable ingredient in all home-made
delicacies.

Milkmaid although was a market leader, the brand faced issue of product
usage. There were certain factors that inhibited the product usage : price
and convenience . Milkmaid was a premium brand and the shelf life of
the product was limited , hence the affordability of this brand was limited.
Another factor was that many households were unaware of the use of
Milkmaid other than as an ingredient in sweets and desserts.

The brand tried lot of promotional activities to increase the usage of the
brand. The brand was promoted heavily through visual media and
through cookery shows, the brand tried to educate the customers on the
various recipes with Milkmaid.

The brand also came out with a package innovation. The brand created a
variant Milkmaid Squeeze which was the tube form of Milkmaid. The
purpose was to use Milkmaid as a topping for biscuits and breads.

Milkmaid faced intense heat of competition when Amul launched

Mithaimate brand in the market. Mithaimate was priced much lower to
Milkmaid and this forced Milkmaid to reduce the price to match the
Amul brand. With the lower price, Amul was giving Milkmaid a tough
fight for the market share.

This year saw a unique move by this brand. Milkmaid has come out with
a brand extension. Milkmaid has recently launched Milkmaid Fun shake :
a fruit flavoured milk targeting kids. The marketers predict a huge growth
in the ' Alternate Milk Category " in the coming years. Nestle had earlier
tried out a Milkshake version of Nescafe but with little success. It was
little surprising to find a brand like Milkmaid extending itself to a milk
shake category. The ads are already on air. Fun shake is available in
50
Mango , banana and Chocolate flavour and comes in a tetra pack. The
message is similar to Nido. The ad shows kids crying when their mothers
try to give them ordinary milk and then seen enjoying taking Fun shake.
Old message and nothing new in execution .

In my personal opinion, Nestle needn't have sought the extension of

Milkmaid for this product. Fun shake could succeed as a standalone
brand. By associating with Milkmaid, Fun shake is not going to gain any
positive association.

51
Milkmaid is facing two challenges now. One arising from the price war
from Amul and host of other competing brands and second is to make the
category popular in households.

PROMOTIONAL STRATEGIES FOR KITKAT

Nestlé has used a wide range of promotional tactics with Kit Kat.
Promotion offers have included free bars in the multi-bar family packs
and an instant win deal with Burger King in 1996. This promotion, where
over 75 million free burgers were on offer, increased sales of Kit Kat by
an estimated 30 In 1998, an on-pack promotion featuring 'The Simpsons,'
with the chance to win £20,000 cash and hundreds of other prizes,
increased sales of Kit Kat by a staggering 41

Advertising plays an extremely important part in the confectionery

industry, with spend approaching £114 million in 1996. The Have a
Break, Have a Kit Kat theme appeared briefly in 1939, but has been the
on-going Kit Kat slogan, or strapline, since the mid 1950s. Kit Kat's
advertising is concentrated in two media:

television commercials - which follow the well-known Have a Break tradition

posters - where the powerful colours of the pack and product are used to
dramatize the message.

A particular challenge for the advertisers is to appeal to both the

consumers and the purchasers. Women account for two thirds of all
confectionery sales, but a large proportion of these purchases are
subsequently consumed by children. Men eat as much as they purchase
suggesting they are less generous.

PROMOTIONAL STRATEGIES OF NESCAFE

52
Nescafé brand is owned by Nestlé and it is worth around 13 billion
dollars. Each year approximately 94 billion Nescafe cups are sold around
the word, which is around 3,000 cups every second. According to the
Inter-brand study, the brand "has benefitted from the increase in demand
for premium coffees", and has also educated its consumers about the
health benefits of the beverage.

53
Promotion tool refer to using different tools to support

marketing goals. The various tools being used are:

Television

Nescafé extensively advertise them on television. Television is above the

line marketing tool. Television these days have a wide coverage and are a
superb tool to promote ones product.

Newspapers and Print media

Nescafe whenever introduces a new flavour it publicizes itself through

print media. Print media at times tell all sorts of benefits. The consumer
can meticulously go through and decide.

Public relation activity

Nescafe can be brought into limelight by associating itself with some

activity like sponsoring a tournament etc. Through this it has a good
scope of being the cynosure of consumer's eyes. This can be said to be a
below the line marketing strategy. The only problem here is it does not
have a huge coverage areas

Direct selling

Nescafe has its own coffee corner where they sell coffee along with other
nestle product. So this can be called as a good promotion tool to attract
consumer and here they can have a first-hand experience.

 A "pull" selling strategy one that requires high spending on

advertising and consumer promotion to build up consumer demand

for a product.

If the strategy is successful, consumers will ask their retailers for the
product, the retailers will ask the wholesalers, and the wholesalers will ask

54
the producers. Nescafe is into Pull strategy as it advertises itself pretty
good. If we see the television advertisement they are youthful and try to
strike an emotional chord with the audience. This may attract lots of
consumer toward the product and they do like to give it a try. As coffee
and cold drinks are the substitute for coffee they always have to keep
themselves alive in the memory of consumer because product category
competition is very high.

55
Coffee is the largest beverage that is consumed worldwide. Nescafé is
very popular brand all over the world. Nescafé basically try to target:

 Youth: Coffee is very popular among youth. They have tried to

associate NESCAFE with youthfulness. So mostly in their
advertisement they show young boy or girl having coffee in RED
NESCAFE MUG.
 The Common man:

The Nescafé targets common man who is just looking for a cup of coffee
to get them through the day. Coffee is a beverage that can revitalize them

 Working executive: Coffee is a beverage that is said to have

some properties that can

Energise a person easily, so they are targeting working executives who

are working very hard. This beverage can be a re-energiser for them.

To promote the product and to reach the market NESCAFE has used
the following strategies

 Availability of NESCAFE enhanced through an expansion of

the vending machine network
 New consumption opportunities for chocolates and
confectionaries were identified and developed in areas like
railways, platforms, college canteens.
 Nescafé has set up 'Café Nescafé' and 'Coffee Corners' across
metros and mini metros.

3.6 POSITIONING STRATEGIES OF NESTLE

56
Positioning Strategy

By creating product, service, channel, people and image differentiation

Nestle arrives the consumer touch point more easily, effectively &
efficiently in comparing with other competitors in the highly competitive
food processing market.

57
Product Differentiation

Nestle brings a many of product for target customers. They make

available 25 types of minerals in Nido for children.

It also arranged Cereals’

and Lactogen 1 &3 for newly born baby exclusively. Now

the doctors says these products for child’s to their parents for great & maximum

nutrition Nescafe is a product which contains 4 types of

categories. They offer Nescafe ice for hot and warm weather,They
provide Maggi including Maggi instant; Maggi 2 minutes which Includes
and contain various minerals, vitamins and

nutrition’s.

Channel Differentiation

Nestle reach their products to the customers through their experienced

market salesman and transportation. So that their products are much easy
to their customers.

Image differentiation

Nestlé’s logo is totally different from others competitors that are

greatly choices by its users. For that way customer easily choose them in
the market which is another effective benefits for Nestle products.

People differentiation

The company has a large number of manpower’s that are highly educated and trained.
58
In Singapore, 400 employees are

employed in market Company chairman; They are running this business

successfully for a long time.

59
Service differentiation

Another advantage for this company is better service for its respective
users from its competitors. They provide24x7 hot line service. High
quality checking is providing for its customers. Its marketing dept. and
public relation dept. are working for

finding out customer’s new needs and response toward their nestle products.

Positioning Statement Baby Products

To babies who are deprived of proper nutrition, Nido, Cerelac, Lactogen

are the very nutritious milk Product that provide you more use full
nutrition different from any other brand because these includes different
types of vitamin, mineral etc.

POSITIONING STRATEGIES OF NESTLE MILKMAID

Milk powders were rapidly replacing condensed milk as a tea & coffee
whitener. The value-for-money equation and convenience factors had
skewed the balance. It seemed Milkmaid was destined to bite the dust and
become a ‘has-been’.

That is when a controversial positioning proposal (titled ‘Quo Vadis’)

was mooted. What if Milkmaid could be re-positioned as an aid to make
desserts? An approach considered too risky, at that time, as it could
potentially alienate the traditional customer base. When the strategy
rolled out, Milkmaid ended up creating a segment all its own and got
ready acceptance as a ‘dessert-maker-par-excellence’. The bold approach,
the life-cycle of the brand got extended indefinitely.

60
POSITIONING STRATEGIES OF NESCAFE

1. Choosing a Positioning Strategy

Nescafe uses product differentiation and image differentiation in order to

gain competitive advantages to build a position by providing superior
value compare to competitors. Nescafe has the biggest market share in
instant coffee market with the features of its products, quality levels, and
the satisfaction that it gives to customer as perceived value. Besides, the
company conveys Nescafe Classic’s distinctive benefits

61
and positioning since customers perceive a difference based on brand
image differentiation when competing offers look the same.

2. Value Proposition

Nescafe is selling its products at the same prices with market average like
its competitors but at the same time presents its customers high level of
satisfaction with respect to quality of coffee.

3. Positioning Statement

“To people who are inspired and outgoing, cool and trendy,

In the need of starting each morning with an enjoyable taste and

original smell of coffee,

Nescafé and its Classic gives the best taste and

quality, That makes you both relax, happy and

unsleepy.”

POSITIONING STRATEGIES OF MAGGI

Positioned their product with the well known

slogan. “2 minutes noodles”

“taste bhi health bhi”

“easy to cook, and good to eat”

Positioned their product as to get fast relief from hunger.

POSITIONING STRATEGIES OF KITKAT

62
Target Market

Kit Kat’s target market is men and women of all ages. The brand is
youthful in nature, and focuses on the consumer segment who love
chocolate, and are willing to indulge themselves with chocolaty snacks.
What draws consumers to this brand is its

63
association with “breaks” due to its tag line “Have a Break, Have a Kit
Kat”. It’s low prices, constant over the past 100 years, allows it to target
the mass consumer market.

Points of Parity (POP)

1. Affordability

In comparison to other major brands, Kit kat being lower in price is

affordable to a wide range of customers.

2. Milk / Dark / White Chocolate

Kit Kat’s use of milk, dark and white chocolate variances in its products
is a POP for the brand as it is one of the features which helps Kit Kat
target a range of different consumers.

3. Lucrative packaging and variations

Kit Kat’s two-stick and four-stick versions come in varying package sizes
and types. For the last couple of years, Nestle has been producing
numerous limited editions for Kit Kat, such as Kit Kat Chunky Peanut
Butter and Kit Kat Green Tea Chocolate.

Points of Difference (POD)

1. Wafer stick

64
Kit Kat team feels that the fact that wafer stick is one of the key PODs for
the brand among it’s chief competitors. Though M&M and fererro-rocher
have versions that incorporate wafer, they feel that being a chocolate
wafer stick is a unique attribute for Kit Kat.

65
2. Associated with snacks

Kit Kat is often associated with the word “snack”, as opposed to others
which are primarily associated with being chocolates. Kit Kat was able to
achieve the “snack” status as a result of its highly recognized tagline
“Have a Break, Have a Kit Kat”.

3. Uniqueness of taste

The main difference between Kit Kat and other competitors lies in the
taste it holds, the reason why Kit Kat is successfully holding a wide
portion of the market worldwide for ages.

4.Ice-cream production

Unlike any other chocolate brands, Kit Kat produces Ice-creams keeping
up with the same great taste and satisfying ice-cream lovers as well.

5.Association with Android

Android 4.4 Kit Kat is an android operating system launched in

collaboration with android without any trade of cash. This is the first ever
chocolate brand labeled for an android operating system.

3.7 CONSUMER PREFERENCES

MEANING OF CONSUMER PREFERENCES

66
Consumer preferences are becoming increasingly known through online
sources, according to Maritz. Younger people expect companies to
communicate online

67
through forums and social media. Companies also attempt to listen to
consumers' needs through online sources as well. Young consumers
between 18 and 24 prefer generic online messages rather than private
communications through email.

Consumer preference is a general term applied to all facets of marketing

products and services. This is not to be confused with the more-specific
term brand preference, which relates to consumers preferring one brand
over competing brands. If one brand is unavailable, consumers will likely
choose another brand to fill the gap.

A revealed preference is also a subset of consumer preferences in that

companies determine consumption behaviour based upon sales numbers.
The theory is that companies can change strategies if consumers buy one
product over another. The revealed preference theory was first
promulgated in 1938.

There are 4 main types of factors influencing consumer behaviour:

Cultural factors

Culture is crucial when it comes to understanding the needs and

behaviors of an individual.

Throughout his existence, an individual will be influenced by his family,

his friends, his cultural environment or society that will “teach” him
values, preferences as well as common behaviors to their own culture.

For a brand, it is important to understand and take into account the

cultural factors inherent to each market or to each situation in order to
adapt its product and its marketing strategy. As these will play a role in
the perception, habits, behavior or expectations of consumers.

Sub-cultures
68
A society is composed of several sub-cultures in which people can
identify. Subcultures are groups of people who share the same values
based on a common experience or a similar lifestyle in general.

Subcultures are the nationalities, religions, ethnic groups, age groups,

gender of the individual, etc..

69
The subcultures are often considered by the brands for the segmentation
of a market in order to adapt a product or a communication strategy to the
values or the specific needs of this segment.

Social classes

Social classes are defined as groups more or less homogenous and

ranked against each other according to a form of social hierarchy. Even if
it’s very large groups, we usually find similar values , lifestyles, interests
and behaviors in individuals belonging to the same social class.

We often assume three general categories among social classes : lower

class, middle class and upper class.

People from different social classes tend to have different desires and
consumption patterns. Disparities resulting from the difference in their
purchasing power, but not only. According to some researchers, behavior
and buying habits would also be a way of identification and belonging to
its social class.

Beyond a common foundation to the whole population and taking into

account that many counterexample naturally exist, they usually do not
always buy the same products, do not choose the same kind of vacation,
do not always watch the same TV shows, do not always read the same
magazines, do not have the same hobbies and do not always go in the
same types of retailers and stores.

Cultural trends

Cultural trends or “Bandwagon effect” are defined as trends widely

followed by people and which are amplified by their mere popularity and
by conformity or compliance with social pressure. The more people
follow a trend, the more others will want to follow it.

They affect behavior and shopping habits of consumers and may be

70
related to the release of new products or become a source of innovation
for brands.

By social pressure, desire to conformity or belonging to a group, desire to

“follow fashion trends” or simply due to the high visibility provided by
media, consumers will be influenced, consciously or unconsciously, by
these trends

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Social factors

Social factors are among the factors influencing consumer behavior

significantly. They fall into three categories: reference groups, family and
social roles and status.

Reference groups and membership groups

The membership groups of an individual are social groups to which he

belongs and which will influence him. The membership groups are
usually related to its social origin, age, place of residence, work, hobbies,
leisure, etc..

The influence level may vary depending on individuals and groups. But is
generally observed common consumption trends among the members of a
same group.

The understanding of the specific features (mindset, values , lifestyle,

etc..) of each group allows brands to better target their advertising
message.

More generally, reference groups are defined as those that provide to the
individual some points of comparison more or less direct about his
behavior, lifestyle, desires or consumer habits. They influence the image
that the individual has of himself as well as his behavior. Whether it is a
membership group or a non-membership group.

Family

The family is maybe the most influencing factor for an individual. It

forms an environment of socialization in which an individual will evolve,
shape his personality, acquire values. But also develop attitudes and
opinions on various subjects such as politics, society, social relations or
himself and his desires.

But also on his consumer habits, his perception of brands and the products he buys.
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We all kept, for many of us and for some products and brands, the same
buying habits and consumption patterns that the ones we had known in
our family.

Perceptions and family habits generally have a strong influence on the

consumer buying behaviour. People will tend to keep the same as those
acquired with their families.

Social roles and status

The position of an individual within his family, his work, his country
club, his group of friends, etc.. – All this can be defined in terms of role
and social status.

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A social role is a set of attitudes and activities that an individual is
supposed to have and do according to his profession and his position at
work, his position in the family, his gender, etc.. – and expectations of the
people around him.

Social status meanwhile reflects the rank and the importance of this role
in society or in social groups. Some are more valued than others.

The social role and status profoundly influences the consumer behavior
and his purchasing decisions. Especially for all the “visible” products
from other people.

Personal factors

Decisions and buying behavior are obviously also influenced by the

characteristics of each consumer.

Age and way of life

A consumer does not buy the same products or services at 20 or 70 years.

His lifestyle, values environment, activities, hobbies and consumer habits
evolve throughout his life.

Purchasing power and revenue

The purchasing power of an individual will have, of course, a decisive

influence on his behavior and purchasing decisions based on his income
and his capital.

This obviously affects what he can afford, his perspective on money and
the level of importance of price in his purchasing decisions. But it also
plays a role in the kind of retailers where he goes or the kind of brands he
buys.

As for social status, some consumers may also look for the “social value”
of products they buy in order to show “external indications” of their
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incomes and their level of purchasing power..

Lifestyle

The lifestyle of an individual includes all of its activities, interests, values

and opinions.

The lifestyle of a consumer will influence on his behavior and purchasing

decisions. For example, a consumer with a healthy and balanced lifestyle
will prefer to eat organic products and go to specific grocery stores,
will do some jogging regularly (and therefore will buy shoes, clothes
and specific products), etc..

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Personality and self-concept

Personality is the set of traits and specific characteristics of each

individual. It is the product of the interaction of psychological and
physiological characteristics of the individual and results in constant
behaviors.

It materializes into some traits such as confidence, sociability, autonomy,

charisma, ambition, openness to others, shyness, curiosity, adaptability,
etc..

While the self-concept is the image that the individual has – or would like
to have – of him and he conveys to his entourage. These two concepts
greatly influence the individual in his choices and his way of being in
everyday life. And therefore also his shopping behavior and purchasing
habits as consumer.

In order to attract more customers, many brands are trying to develop an

image and a personality that conveys the traits and values - real or
desired – of consumers they are targeting.

Psychological factors

Among the factors factors influencing consumer behavior, psychological

factors can be divided into 4 categories: motivation, perception, learning
as well as beliefs and attitudes.

Motivation

Motivation is what will drive consumers to develop a purchasing

behavior. It is the expression of a need is which became pressing enough
to lead the consumer to want to satisfy it. It is usually working at a
subconscious level and is often difficult to measure.

To increase sales and encourage consumers to purchase, brands should

try to create, make conscious or reinforce a need in the consumer’s mind
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so that he develops a purchase motivation. He will be much more
interested in considering and buy their products.

They must also, according to research, the type of product they sell and
the consumers they target, pick out the motivation and the need to which
their product respond in order to make them appear as the solution to the
consumers’ need.

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Perception

Perception is the process through which an individual selects, organizes

and interprets the information he receives in order to do something that
makes sense. The perception of a situation at a given time may decide if
and how the person will act.

Depending to his experiences, beliefs and personal characteristics, an

individual will have a different perception from another.

Each person faces every day tens of thousands of sensory stimuli (visual,
auditory, kinesthetic, olfactory and gustatory). It would be impossible
for the brain to process all consciously. That is why it focuses only on
some of them.

Learning

Learning is through action Beliefs and attitudes

. When we act, we learn. It implies a change in the behaviour resulting

from the experience. The learning changes the behaviour of an individual
as he acquires information and experience.

A belief is a conviction that an individual has on something. Through the

experience he acquires, his learning and his external influences (family,
friends, etc..), he will develop beliefs that will influence his buying
behaviour.

While an attitude can be defined as a feeling, an assessment of an object

or idea and the predisposition to act in a certain way toward that object.
Attitudes allow the individual to develop a coherent behaviour against a
class of similar objects or ideas.

Beliefs as well as attitudes are generally well-anchored in the individual’s

mind and are difficult to change. For many people, their beliefs and
attitudes are part of their personality and of who they are.
78
3.8 BRANCHES & OFFICES

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After more than a century-old association with the country, today,
NESTLÉ India has presence across India with 8 manufacturing facilities
and 4 branch offices.

NESTLÉ India set up its first manufacturing facility at Moga (Punjab) in

1961 followed by its manufacturing facilities at Choladi (Tamil Nadu), in
1967; Nanjangud (Karnataka), in 1989; Samalkha (Haryana), in 1993;
Ponda and Bicholim (Goa), in 1995 and 1997, respectively; and
Pantnagar (Uttarakhand), in 2006. In 2012, Nestle India set up its 8th
manufacturing facility at Tahliwal (Himachal Pradesh).

The 4 Branch Offices located at Delhi, Mumbai, Chennai and Kolkata

help facilitate the sales and marketing activities. The NESTLÉ India’s
Head Office is located in Gurgaon, Haryana.

3.9 ORGANISATIONAL STRUCTURE

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CHAPTER 4 RESEARCH METHODOLGY

 MEANING OF RESEARCH

The systematic investigation into and study of materials and sources

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in order to establish facts and reach new conclusions.

 MEANING OF RESEARCH METHODOLOGY

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It is the systematic, theoretical analysis of methods applied to a field of
study. It comprises the theoretical analysis of the body of methods and
principles associated with a branch of knowledge.

 MEANING OF RESEARCH DESIGN

Research design is important primarily because of the increased

complexity in the market as well as marketing approaches available to the
researchers. It is important tool to study buyer’s behaviour, consumption
patter, brand loyalty, and focus market changes. A research design
specifies the methods and procedures for conducting a particular study.
According to Kerlinger, “Research design is a plan, conceptual study, and
strategy of investigation conceived as to obtain answers to research
questions and to control variance.

 TYPES OF RESEARCH

Qualitative Research:

It is primarily exploratory research. It is used to gain an understanding of

underlying reasons, opinions, and motivations. It provides insights into
the problem or helps to develop ideas or hypothesis for potential
quantitative research.

Quantitative Research:

Quantitative research is the systematic empirical investigation of

observable phenomena via statistical, mathematical or computational

techniques.[1] The objective of quantitative research is to

develop and employ mathematical models, theories and/or
hypotheses pertaining to phenomena.

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  SOURCES OF DATA

PRIMARY DATA:

Primary data are those which are collected at the first hand either by the

researcher or by someone else especially for the purpose of the study is

known as primary data.

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Questionnaire is to be filled up by an informal means. Tool or instrument
for primary data is questionnaire.

SECONDARY DATA:

Any data, which have been gathered earlier for some other purpose, are

known as Secondary Data.” Secondary data are already gathered by any

other or someone else. Like magazines, books etc.

COLLECTION OF DATA

The sampling technique used is convenience sampling or opportunity

sampling, it is a type of non-probability sampling that involves the
sample being drawn from that part of population that is close to hand.
That is, a sample population selected because it is easily available and
convenient.

It is fast, inexpensive and the subjects are readily available. The relative
cost and time required to carry out a convenient sampling are small in
comparison to probability sampling techniques.

 Keeping my objective in mind and techniques to be used, I

designed a questionnaire.(i.e. primary data)
 I initially conducted a pilot survey with a sample size of 50.
 After this pilot survey , I conducted interview in Kamgar Nagar to
analyse the positioning strategies in the above area.

Types of questions asked

 Dichotomous questions
 Multiple choice questions
85
Interview Method:

Interview is verbal questioning. In research, Lindzey Gardner has defined

interview as “a two-person conversation, initiated by the interviewer for
the specific purpose of

86
obtaining research-relevant information and focused by him on the
content specified by the research objectives of description and
explanation”

Types of interviews:

 Informal, conversational interview:

No predetermined questions are asked, in order to remain as open
and adaptable as possible to the interviewee’s nature and priorities;
during the interview the interviewer “goes with the flow”.

 General interview guide approach:

Intended to ensure that the same general areas of information are
collected from each interviewee, this provide more focus than the
conversational approach, but still allows a degree of freedom and
adaptability in getting the information from the interviewee.

 Standardized, open ended interview:

The same open ended questions are asked to all the interviewees,
this approach facilitates faster interviews that can be more easily
analysed and compared.

 Closed, fixed-response interview:

All interviewees are asked the same questions and asked to choose
answer from among the same set of alternatives. This format is
useful for those not practiced in interviewing. This type of
interview is also referred to as structured.

According to my research an open ended interview was the best way to

get across to the answers of the objectives of the research.

I interviewed Mr. Ahmed Mohammed Shaikh (owner of a retail shop at

87
Kamgar Nagar) on 23rd October 2015. He guided me with the answers to
the following questions-

1. How many Nestle products he sells?

He sells most of the Nescafe, Maggi Noodles (when in market),

Kit Kat & Milkmade
2. Does he promote the products to customers by asking them

about any of Nestle product:?

The customers ask for Nestle products from their end.
3. Do customer ask for Milkmade?
Customers do ask for Milkmade but he don’t sell in that particular
area because it doesn’t have much of demand and also that there
are for it to get spoilt.
4. What no of customers does he attend for Nestle products and how

of it he sells per day?

He sells approx. 5-6 Kit Kat chocolate daily and 12 Kit Kat
chocolates weekly,
He also purchases a packet of 10-24 sachets, and many customers
demand for Nescafe.
5. What would be the number if Nestle Maggi is back in market that he sells?
He sells 24 pieces weekly of every variety and of different range
related to price i.e Rs.5 and Rs.10.
6. Whether he would sell if MIilkmade is demanded by customers?
He would sell if comparatively the demand increases for Nestle Milkmade.

Secondary Data:

88
It includes information collected from internet ,books

89
 CHAPTER NO. 5
ANALYSIS AND INTERPRETATION

Q Gender

GENDER PERCENTAGE FREQUENCY

MALE 48% 24
FEMALE 52% 26
TOTAL 100% 50

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 TABLE NO. 13 GENDER

FINDINGS AND INTERPRETATION

It is found that in the sample size of 50 there:
 48% are male respondents
 52% are female respondents

Q1 Respondents who are aware of Nestle products.

AWARE PERCENTAGE FREQUENCY

YES 100% 50
NO 0% 0
91
TOTAL 100% 50

92
 TABLE NO. 4.1: Respondents who are aware of Nestle products.

FINDINGS AND INTERPRETATION

From the above table (Table no. 4.1), it is observed that when
respondents were asked whether they are aware of Nestle company, on
the basis of survey done on 50 respondents, it was found that all are
aware of Nestle Brand.

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Q2 Respondents who have tried Nestle products.

NESTLE USERS PERCENTAGE FREQUENCY

YES 100% 50
NO 0% 0
TOTAL 100% 50

TABLE NO. 4.2 RESPONDENTS WHO HAVE ACTUALLY

TRIED NESTLE PRODUCTS

94
FINDINGS AND INTERPRETATION
From the above table (Table no. 4.2), it is observed that when
respondents were asked whether the respondents have tried Nestle
products or no, it was found that all the respondents have tried at least
one of the product of Nestle Brand.

Q3 Respondents who recalled products from four Nestle products.

OPTIONS PERCENTAGE FREQUENCY

KITKAT 30.0752% 40
NESCAFE 26.3158% 35
MAGGI 27.8195% 37
NESTLE MILKMAID 15.7895% 21
TOTAL 100% 133

TABLE NO. 4.3 Respondents who recalled products from

four Nestle products.

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Q3 Respondents who recalled products from four Nestle products.

OPTIONS PERCENTAGE FREQUENCY

KITKAT 30.0752% 40
NESCAFE 26.3158% 35
MAGGI 27.8195% 37
NESTLE MILKMAID 15.7895% 21
TOTAL 100% 133

TABLE NO. 4.3 Respondents who recalled products from

four Nestle products.

FINDINGS AND INTERPRETATION

From the above table (table no. 4.3), it is observed that when respondents
were asked which products they would recall in the choices of four products
(i.e. Kit Kat, Nescafe, Maggi & Nestle Milkmaid),
 30.07% of the respondents can recall Nestle Kit Kat
 26.31% of the respondents can recall Nestle Nescafe
 27.81% of the respondents can recall Nestle Maggi
 15.78% of the respondents can recall Nestle Milkmade

96
97
Q4 How frequently the respondents used Nestle products.

OPTIONS PERCENTAGE FREQUENCY

DAILY 18% 9
WEEKLY 56% 28
MONTHLY 24% 12
YEARLY 2% 1
TOTAL 100% 50

TABLE NO. 4.4 How frequently the respondents used Nestle products.

FINDINGS AND INTERPRETATION

From the above table (table no. 4.4), it is observed that when the
respondents were asked how frequently they use Nestle products,
 18% of the respondents used Nestle products daily.
 56% of the respondents used nestle products weekly.
 24% of the respondents used nestle products monthly.
98
  2% of the respondents used nestle products yearly.

Q5 Respondent’s favourite products among the

given choices: CHOCOLATES

OPTIONS PERCENTAGE FREQUENCY

PERK 40.5797% 28
BIG BITE 2.8986% 2
KITKAT 55.0725% 38
NECCO WAFER 0% 0
CHOC
YUM WAFERS 1.4493% 1
BRITANIA WAFERS 0% 0
TOTAL 100% 69

TABLE NO. 4.5.1 CHOCOLATES

FINDINGS AND INTEREPRETATION

From the above table (table no. 4.5.1), it is observed that when the
respondents were asked what was their favourite product in the given
options in wafer chocolate,
 40.57% of the respondent’s favourite wafer chocolate is Perk.
 2.89% of the respondent’s favourite wafer chocolate is Big Bite.
99
 55.07% of the respondent’s favourite wafer chocolate is Kit Kat.
 1.44% of the respondent’s favourite wafer
chocolate is Yum Wafers.
 None of the respondent’s favourite wafer chocolate is
Necco Wafer Chocolate & Britania Wafers

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0
 Q6. Media through which respondents were aware of Nestle products.

COMMUNICATION MEDIUMS PERCENTAG FREQUENCY

E
ADVERTISING 64.2857% 45
INTERNET 17.1429% 12
PRINTED MEDIA 4.2857% 3
SALES PROMOTION 4.2857% 3
EVENT & EXPERIENCE 4.2857% 3
PRICE 5.7143% 4
TOTAL 100% 70

TABLE NO. 4.9 Media through which respondents were

aware of Nestle products.

FINDING AND INTERPRETATION:

From the above table (table no. 4.9), it is observed that when the
respondents were asked about how they came to know about NESTLE
in the given options,
 64.28% of the respondents came to know about
Nestle from ADVERTISEMENTS.
 17.14% of the respondents came to know about Nestle from INTERNET.
 4.28% of the respondents came to about Nestle from PRINTED MEDIA.
 4.28% of the respondents came to about Nestle
from SALES PROMOTION.
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 4.28% of the respondents came to know about Nestle from
EVENT & EXPERIENCE.
 5.71% of the respondents came to know about Nestle .

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Q7. Respondents who find Nestle advertisement attractive.

OPTIONS PERCENTAGE FREQUENCY

YES 80% 40
NO 20% 10
TOTAL 100% 50
TABLE NO. 4.10 Respondents who find Nestle advertisement attractive

FINDINGS AND INTERPRETATION

From the above table (table no. 4.10), it is observed that when the
respondents were asked about whether the advertisements they see
were attractive,
 80% of the respondents found the advertisements they
see were attractive.
 20% of the respondents found the advertisements they
see were not attractive.

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Q8 Influence of advertisement in the buying process of the respondents.

OPTIONS PERCENTAGE FREQUENCY

YES 60% 30
NO 40% 20
TOTAL 100% 50

TABLE NO. 4.11 Influence of advertisement in the buying

process of the respondents

FINDINGS & INTERPRETATION:

From the above table (table no. 4.11), it is observed that when the
respondents were asked about whether the advertisement they see
influence them,
 60% of the respondents are influenced by the advertisements.
 40% of the respondents are not influenced by the advertisements.

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Q9 Reasons for respondent’s favourite product.

OPTIONS PERCENTAGE FRQUENCY

HEALTHY 22.3684% 17
TASTY 40.7895% 31
AFFORDABLE 6.5789% 5
EASILY AVAILABLE 15.7895% 12
ATTRACTI 1.3158% 1
VE
PACKAGIN
G
QUALITY PRODUCT 22.3684% 10

10
5
TOTAL 100% 76

TABLE NO. 4.6 Reasons for respondent’s favourite product

FINDINGS AND INTERPRETATION

From the above table (table no. 4.6), it is observed that when the
respondents were asked about reasons behind why they purchase product
(in the above 4 tables i.e. table no. 4.5.1, table no. 4.5.2, table no. 4.5.3,
& table no. 4.5.4),
 22.36% of the respondents purchase the products because
they feel it as healthy product.
 40.78% of the respondents purchase the products because
they feel it as tasty product.
 6.57% of the respondents purchase the products because
they feel it as affordable product.
 15.78% of the respondents purchase the products because
they feel it as easily available.
 1.31% of the respondents purchase the products because
they feel it as having attractive packaging.
 22.36% of the respondents purchase the products because
they feel it as quality product.

Q10 Satisfaction level of the respondents.

OPTIONS PERCENTAGE FREQUENCY

SATISFIED 58% 29
10
6
QUITE SATISFIED 34% 17
DISSATISFIED 0% 0
QUITE 0% 0
DISSATISFIED
NEITHER 8% 4
SATISFIED NOR
DISSATISFIED
TOTAL 100% 50

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TABLE NO. 4.7 Satisfaction level of the respondents.

10
8
 CHAPTER NO 6
CONCLUSIONS

 It is found that awareness made by Nestle for its products is good

enough as in sample size of 50, everybody know well about Nestle
and also have tried Nestle’s products.

 It is found that at least 20 respondents out of 50 can recall Nestlé’s

product in the given four options.

 It is found that most of the respondents consume Nestle products

weekly with 56%, monthly with 24%, daily with 18% & yearly
with 2%.

 It is found that main competitor for Nestle in chocolates and

confectioneries id Cadbury Perk i.e. it is a main competitor to
KitKat.

 It is found that the main competitor to Nestle Milkmaid would

be Amul Mithaimate. Milkmaid is favourite of more than 40% of
the respondents among 50.

 It is found that Maggi Noodles is main favourite product of the people.

10
9
 It is found that Nescafe is leading in the market. Bru would be the competitor

 It is found that the Nestle products which are consumed is beacause

they are approx. 22% healthy, 40% tasty, 6% affordable, 1%
having attravtive packaging & 22% quality product.

 It is found that approx. 58% of the respondents are satisfied with

the Nestle products, 34% are quite satisfied & 8% are neither
satisfied nor dissatisfied.

 It is found that 58% of the respondents rated Nestle as good among

the other brand, 32% respondents rated very good & 10%
respondents rated excellent.

 It is found that advertising plays an important role in making the

people aware of the Nestle products.

 It is found that 80% of the respondents found Nestle advertisements attractive.

 It is found that 60% of the respondents are influenced by just

seeing the advertisements of Nestle.

 It is found that 30% of the respondents are influenced by the

advertisements of Nestle if celebrities are endorsed.

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0
 CHAPTER NO. 7
SUGGESTIONS

 The company should more of variety of products in eatables such

as BISCUITS, WAFERS, and also COLD DRINKS.
 the company should also make sure of quality of the product (as in
MAGGI), and should also get back Maggi in the market as it is
favourite among many of the people.

 The company should put up affordable prices to the product and

also should ensure about the quality as well as quantity.

The company should keep producing new products as consumers

always want varients in the products

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1
 BIBLIOGRAPH
Y

 BOOK NAME: Special studies in

marketing. AUTHOR: Romeo S.
Mascarenhas. PUBLISHER:
Vipul Prakashan

 BOOK NAME: Marketing

management AUTHOR : Philip
Kotler

WEBLIOGRAP
HY

 http://www.iuf.org/sites/cms.iuf.org/files/NESTLE%20.pdf
 http://www.marketing91.com/marketing-mix-nescafe/
 https://www.nestle.in/aboutus/allaboutnestl%C3%A9
 http://www.gtu.ac.in/ABP/GCSR%20PDF%202012/816%20-
%20Switzerland.pdf
 http://www.academia.edu/7613238/Marketing_Report_on_Nestle_Pakistan
 http://ideasmakemarket.com/2012/02/ideasclash-2-0-entry6-
branding- strategy-of-maggi-noodles.html
 https://www.scribd.com/doc/107494610/7/COMPANY-PROFILE
 www.managementparadise.com/forums/marketing-
management/205529- product-profile-maggi
 http://in.reuters.com/finance/stocks/companyProfile?symbol=NEST.BO
 https://en.wikipedia.org/wiki/Nestlé
 http://www.reuters.com/finance/stocks/companyProfile?symbol=NESN.VX
 http://companies-profiles.blogspot.in/2009/08/nestle-india.html

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 http://www.nestle.com/asset-
library/Documents/Library/Documents/Annual_Reports/201
1-Annual- Report-EN.pdf

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