Marketing Presentation

Group 8 BBA-F
Members: Asif Sardar Ali
Muhammad Shoaib
Umme Rubab
Zia Ur Rehman
 Contents
• Introduction
• History
• Marketing Mix
• Segmentation
• Targeting
• Positioning
• Competitive
Strategy
• Conclusion
• Nestle is the largest food company • Haleeb Foods is one of the
of the world and 5th largest company leading local packaged food companies
overall. of Pakistan.

• Annual sales in 2009 were $120 Billion.

• Its operating in following business
segments UHT Milk, Cream, Juices,
• Nestle has almost 6000 brands and 450 Powdered milk and butter.
factories worldwide.

• Haleeb foods core business is milk and

• Its business segment includes Milk,
Cereals,coffee,Mineral water, Juices, ice related dairy products.
cream, chocolates, etc
• Haleeb’s main market is Pakistan but it
• Nestle’s famous brands are Milk Pak, also exports food products toSouth
Nescafe, Cerelac, Nido,KItKat etc Asian and middle east countries.
 History
• Nestle was founded by Henri Nestle in
1867
• 1905 Anglo-Swiss condensed milk
Company merged with Nestle to form
Nestle-Anglo Swiss condensed milk
company.
• 1977 current name Nestle was adopted.
• 1988 Nestle started its business in
Pakistan by the acquisition of Milk Pak
Limited.
• 2007 Worlds largest Milk collection plant
was established at Kabirwala Pnjab.
• Haleeb Foods started its business in 1984
with name Chaudhry Dairies Limited near
Lahore.
• 1989 established equity partnership with
CC Friesland.
• 1998 entered in franchise agreement with
Cedilac France.
• 2004 Changed its Corporate name to
“Haleeb Foods”
• 2004 started its fruit juices business under
“Tropico Nectar” brand.
• 2005 another production plant established
at Rahim Yar Khan.
 Marketinng mix

4 Ps:
• Product
• Price
• Promotion
• Placement
 Product
• Nestlé’s products are very wide spread in
range. Nestle has almost 6000 brands.
• The products includes: milk coffee, bottled
water, cereals, infant food, beverages,
chocolates, yogurt, cream

• MilkpakKit Kat,Crunch, Milkybar/Galak,

Tollhouse

• Nestea, Nescafé, Taster’s Choice, Nesquick, ,

Libby’s

• Deer Park, Ice Mountain, Pure Life, etc

 Product
• Haleeb foods’ different segments includes UHT
Milk,Dairy products and Juices.

• Main Brands of Haleeb are:

• Haleeb Milk, Dairy queen, N’rish,,Good

Day,,Tropico Nectar, Skimz etc
 PRICE
Flexible prices are the key factor of
success of Nestle in global markets
while maintaining its quality.
• Their marketing strategy includes a
wide range of pricing strategy, and
by doing this they can maintain their
product rates at a sustainable
position.
• fruit juices are affordable to low
economy class and expensive tin
packed beverages are also doing
business in the market.
• Bulk purchase discount is also
provided at the whole sale markets
as well as at the market stores.
•
• Haleeb Foods products are priced
keeping in view the buying power of
middle income and high icome social
classes of society.
• Haleeb Foods shares a justifiable
percentage with retailers to maintain
and expand its market share.
• price variations are also made at
religious festivals
• Bulk purchase discount is also
provided at the whole sale markets.
 Place
• Nestle is running globally, its setup
being run in 86 countries. So, the sales
are also done globally .
• Nestle has a very strong supply
chain network.
• Nestle products are available in
almost all countries of the world.
• In Pakistan Nestle products are
mainly consumed in Urban areas.
• The main focus of Haleeb Foods is
Pakistani market but exports are also
made to South asian and middle east
countries.
• Haleeb foods’ products are available in
all over Pakistan but it don’t have a very
well planned distribution network as
compared to its competitors.
• The non-dairy products of Haleeb are
mostly consumed in Urban areas.

• Nestle products are available in

almost every retail and whole sale
shops in Pakistan.
 Promotion
• Nestle gives utmost importance to • Haleeb Foods lacks a consistent
marketing. In 2009 Nestle’s annual promotional strategy.
advertisement expenditure was $2.62
Billion making it world’s #5 top advertiser.
• Advertisement is done through
• Promotion strategies of the company are electronic and print media but also
very well planned and they always pay much focus is on sign boards
multiples of the expected amounts.
Advertisement is done on electronic and • There is almost no e-marketing by
print media along with sign boards and e- Haleeb Foods.
marketing.

• • Festival based promotion is very

Nestle’s limited economy offers boost up
the popularity of brand especially in the common by Haleeb Foods.
case when new induction to the market is • Advertisement by Tetra Pak is also
made. indirectly contributing to promotion
of Haleebs Products
• Advertisement by Tetra Pak is also
indirectly contributing to promotion of
Nestle’s Products
 Segmentation
• Geographical:
Nestle provide huge range of products
mainly for urban areas population.
• Demographic:
(i)-Nestle product: Mainly designed to
cater the needs of middle and upper
class families based on income
(ii)Age: nestle has huge range of
products for all age groups from kids to
old people
• Geographical:
Haleeb main focus is on urban areas
urban areas of Pakistan but for its milk
sector it also focuses on rural areas
• Demographic:
(i)-Income: Haleeb products are mainly
designed to meet the needs of middle
and upper class families
(ii)-Age: Haleeb do not have any baby
food products to serve the child
population. Its mainly focus on youth and
mature segment of market
 Targeting
• Nestle targeting is based on • Haleeb targeting is based on
differentiated marketing undifferentiated marketing

• They manufactures separate • They do not manufacture separate

products for each segments products for different segments
customers customers
 Positioning
• “Khalis he sub kuch hai”,
• “Good food Good life”,
• “Banaye Mazboot gharana”
• “Jaan banao”.
• Nestle’s strategy made room for it in
getting through all potention segments
of the market & building strong brand
loyalty
• “Chai banye khob haleeb”
• Haleeb has been positioning its product
by usage.
• “Brings you the best”
• Haleeb positioning is not so affective as
compare to nestle.
• Haleeb lacks strong brand loyalty.
• For example for its milk sector: it only
focused on tea usage
”
•
Competitive Strategy
Nestle main competitors in Pakistan
are engro foods,Haleeb Foods
• Nestle is focusing on all food
segments
• Nestle maintain and extends its
market share by following brand
extension.
• Haleeb’s main competitors in
Pakistan are engro foods and
Nestle.
• Haleeb Foods main focus is on dairy
segments
• Haleeb adopts line extention
strategy to maintain its market
share
 Conclusion
• We have taken nestle as standard because it has greater market share and huge variety
of products.
• We chose Nestle & Haleeb Foods because we wanted to compare a multinational and a
local company.

• Nestle is growing its market share by more focus on advertisement and brand extension.
Haleeb is far behind nestle this context that’s why its market share is less than Nestle.
Questions