Project Introduction

 Nestle Ice cream which means a refreshing

treat which everyone loves. Nestle started
their Ice-cream product in 1991 in United
States. The product gain a wide acceptance
with Kids and grownups.
 The project is about introduction Nestle
Ice-Cream in Pakistan.
 INTRODUCTION
“Nestlé” is a Swiss-German word which means “Little
Nest” which is its trademark

Nestlé is the worlds’ number one food company

5th largest company of the world according to its turn

over

2 million 31 thousand people employed from all over

the world

Present in 81 countries of the globe having 522

factories

Over 700 products renovated or innovated in the past

five years, with wellness in mind
 HISTORY
Henri Nestlé established
Nestlé in 1867 in
Switzerland (Vevey HQ)

His first product was

lactogen formula for
infants by the name
“Farine Lacteé”
 Nestle In Pakistan
Nestle has been serving Pakistani
consumers since 1988, when our parent
company, the Switzerland-based Nestle
SA, first acquired a share in Milk pack
Ltd. 
Today we are fully integrated in Pakistan.
We have 4 factories in Pakistan. Two are
in Karachi, one is in Islamabad and one is
in Sheikhupura.
 MISSION STATEMENT

"Nestlé is the largest food company in the world. But,

more important to them is to be the world's leading
food company”.
 Product Line
Upper Class

Middle Class

Lower Class
Swot Analysis
 Strength
Nestle is the world largest food and beverage company
in term of sale .Due to strong brand name our product
will gain a wide consumer acceptance from allover the
Pakistan .The biggest strength would be the strong
brand name the risk in investing would be very low.
We will strength our product by broad distribution
network which will increase sale growth .We will make
sure that we will not having surprise shortage weather it
is winter or summer no matter what circumstances are.
 Weakness 
The main weakness of our product is the lack of
establish good standing .Our competitors have been
around for decade and therefore have a loyal base
.Other weak point would be spending millions in
strong brand is no guarantee to wealth .Future
weakness would be 
• small target markets
• lack of awareness among the target markets
 Opportunities
 
The biggest opportunities would be consider
geographically .Pakistan is situated in an area where we
have summer most of the time. People love as well as
enjoying eating ice cream in this season. Due to strong
good will in the market our ice cream has a great potential
to earn profit .Our ice cream would like be more because
we are introduced health base product and we are market
leader we would like be more successful in introducing a
new product.
 
 Threats
 
The biggest threat to our product is the competition
in the market. Walls by (Unilever is one of the biggest name
in ice cream which distribute their ice cream in nation wide.
The other threat will face would be Gourmet and Omore the
small competitor which can effect market. we should attract
new entrants, and also must follow legal and ethical issues.
BCG MATRIX
 STARS
The products which have high market
share and high growth rate are lies under this
category. Nestle two major products lies in the
star product. The first one is nestle milk pack and
the second one is nestle water. Only these two
products will lies in the category of star product.
 
 QUESTION MARK
The product which have high anticipated
growth rate but low market share would be
considered as question mark. The product we are
going to launch first time in Pakistan ( NESTLE
ICE­CREAM ) would come under the question
mark.
 CASH COW
The product which have low
growth rate and high market share would be
considered as cash cow. The product which
lies under this category is Milo.
 DOGS
 
The product which have low growth
rate and low market share would be considered
as dog product. The product which lies under
this category is nestle corn flakes.
MARKET SEGMENTATION
Nestle Ice-cream has segmented the market on the
following basis:

 Geographic

 Demographic

 Psychographic

 Behavioral
GEOGRAPHIC FACTORS

 World Region: Asia

 Country : Pakistan
 Cities: All major cities of Pakistan
 Density: Urban
 Climate :Hot and Dry
Demographic

 Age: 12-30+
 Gender: Male, Female
 Occupation: From middle class to upper class
 Education :School, Colleges and Universities
 Race :Asian
 Nationality: Pakistani
Psychographic
 Social Class: Middle class, Upper Class
 Lifestyle: Actualizes, Fulfilled, Believers, Achievers,
Strivers, Experience’s maker and Strugglers.

Behavioral
 Occasions :Parties, Sports and Regular Occasions 
 Benefits : Quality and Taste 
 User Status:  First time user 
 Loyalty Status: Strong 
 Readiness Stage: Aware and Interested
 Marketing Targeting
• Nestle is targeting mainly on those city in
which density of population is high such as
Lahore, Karachi, Faisalabad etc.
• Nestle is also focusing on educated class
because they know the values of health in
life.
• Teenagers
• Children
 Marketing Positioning
 We position nestle Ice-cream for the entire
family & for all consumption needs. Nestle
products are famous all over the world due to
its quality.
 Its image in the mind of people is very good.
The positioning of Nestle Nesberry is very
positive in the minds of consumers.
 Marketing Differentiation
Our service is very efficient as compared to others.

 Nestle Nesberry is available in different packing they

are more convenient as well as economical.

 Their quality check is much better than others so there

is no need to bother about the quality and the taste of
Ice-cream.
 Competitive Analysis
 In Pakistan the competition in the ice cream business is
very small currently two or three companies are doing the
business of ice cream of which one brand is international
and other two brands are local from this it can be
concluded that there would be a lot of chances of other
international famous brands of ice-cream start their
business in Pakistan.
Competitive Analysis (Cntd.)
There are different competitive in the market
such as:
• Snoopy
• Walls
• Omore
• Hico
• Gourmet
STAGES OF PRODUCT LIFE
CYCLE (PLC)
 Product Life Cycle Stages 
There are five stages of Product life cycle (PLC) under
as:

1. product development
2. introduction
3. growth
4. maturity
5. decline
 Product Development
 The firm devises and creates a new product.

 Develops a new-product idea.

 zero sales

 Company’s investment costs mount.

 Introduction
 Mostly market pioneers. Risky and costly.

 Little competition.

 Often unprofitable (need to be the first one to

promote this new product)

 Aimed towards early adopters: often highly innovative

customers who keep up with new tech

 Intro strategies: skim or penetrate

 Growth
 Rapid increase in sales

 Many entrant competitors

 Many new customers (intro companies can reap

repeat sales from early adopters)

 Gains in profitability

 Increasing product differentiation due to

competitors
 Maturity
 Intense competition on all 4 Ps.

 Clear segmentation: experience buyers, slowdown in

customer acquisition, no technological,
breakthroughs.

Repeat sales are key now.

Squeeze out profits through: niche branding, small

differentiations (size, color), cost cutting.
 Decline
1. Withdraw/divest (leave market)
2. Harvest (reduce investments, let sales go on)
3. Niche (resegment to focus on whoever is still buying them)
4. Market leadership (reinvigorate product into new markets)
Various PLC Shapes
Marketing Information System
 Marketing Information System
Survival in market especially in the presence of large number of
competitor is not an easy job. One should always be well aware
about the environment. what is there competitor doing what
strategies they are following that is the feedback of customer of our
products and what customer wants. from our information system we
came to know about…..

 What are the competitors market making Ice-Cream?

 what price they are charging from customer?
 What type of packing is attracting the customer?
 What is purchasing power of people of a particular area?
 What is the budget of competitors on advertisements?
Etc……
MARKETING MIX OF
ICE-CREAM
 MARKETING MIX OF
ICE-CREAM
 4P’S 4C’S
 PRODUCT CUSTOMER SOLUTION
 PRICE CUSTOMER COST
 PLACE CONVENIENCE
 PROMOTION COMMUNICATION
 PRODUCT
• VARIETY
• QUALITY
• DESIGN
• FERATURES
• BRAND NAME
• PACKAGING
• SERVICES
 PRICE
 The pricing strategy nestle is as such that is
differentiating its products from the rest of
the competitors .

 Its price are higher than local brands and are less
than other international brands.

 We are charging reasonable price ranging from

Rs 20 to 25.
 PLACE
 Availability of NESBERRY is one
of its major competitive advantages.

Distribution is making the product

available at:
 Right place
 Right time
 Right condition
 It is available in major cities of Pakistan
 Marketing Promotion

For any company to capture the market of

its own wish and target, promotion plays
the most important role in fulfilling the
quest for market share. Although the
process of promotion is very complex and
can be looked in detail:
Marketing promotion (Cntd.)

• Advertising
• Electronic Media
• Direct marketing
• Public relation
Details of promotion budget:
This budget is first two months after the
launch.
Total budget = 1,110,000
ALLOCATION
Activity Budget Require Details
RS

World call cable advertisement 450,000 1 minute advertisement 20 times

a day

World call cable scroll 100,000 First two months after the
launch

magazines 310,000 10,000 copies every

Public relation activities 250,000 Prize money to the winners

,giving away shirts etc.
 Project Budget
 As nestle is a huge plant and needs an
enormous investment to start its
production.
 The project require an estimated budget of
about 125 million. Luckily we have four
partners and the contribution will be equally
divided among all. Furthermore we will be
acquiring loans from Bank.
 Control
To make sure that the whole marketing process runs
smoothly we will be doing:

i. Budget monitoring
ii. Updating plan
iii. Measuring Objective
 FUTURE PLANS
 After the success launch of our nestle Nesberry ice
cream in three big cities of Pakistan namely
karachi,Islamabad and Lahore.

 We will extend our product line by launching

nestle mango and chocolate ice cream.

 We have also decide to capture the market of

other big cities of Pakistan by distributing new
and exciting flavors of nestle ice cream over there.
 CONCLUSION
Nestle is the world leading food company
since many decades it has been associated
with providing high quality customer and
consumer focus product. Our project Nestle
Ice cream will be focused on becoming no.
1 in health and wellness product.

Our first priority is consumer satisfaction

and we will be successful in upcoming days