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Executive Summary
• Only 0.52 Billion liters UHT and 0.5 Billion liters pasteurized milk is available in the
country.
• In urban areas 4.7 Billion liters milk is provide by Gawalas.
• 1.27 Billion liters processed milk is sold by the milk shops.
• There is a potential of about 5 billion liters of milk sold in the urban areas.
• In urban areas people are more health and quality conscious, the income level of urban
population is also good so this segment has potential for UHT and Pasteurized milk.
Nestle is the world largest food company and nestle Milkpak is Nestlé’s famous UHT milk
brand. Nestle Milkpak has south Asia’s biggest Plant at Kabirwala. It is targeting upper and
middle class. It is differentiating its brand by adding Iron and Vitamin “C”.
The Nestle Milkpak is following growth strategy. The immense competition is going in the
market; it is recommended that Nestle Milkpak should invest more in milk business and
other value added milk products. In this way Nestle Milkpak can fulfill the local demand
by locally processed milk and milk products instead of the imported milk products. Nestle
has brand recognition throughout the world and they can export milk powder and other
value added products in future.
NESTLE
Nestle is the largest food company in the world. It is present in all five continents, has an
annual turnover of 74.7 billion Swiss Frances. There are 509 factories are running in 83
countries, having 231,000 employs.
Company Mission
At Nestle, we believe that research can help us to make better food, so that people live
a better life.
Good food is the primary source of good health, so we are trying to make good food.
To provide fresh and pure products to the customers, we introduced (SHE) Safety, Health
and environment policy to protect health of our employs and keep clean our surrounding
environment
Company Vision
History Of Nestle
• Our story begins in 1867, when Henry Nestle developed a baby formula that saved
child’s life and marked the beginning of Nestle.
• It is originally consisted of two companies and two products, Henry Nestle and His
baby food in Vevey, and the Anglo Swiss Condensed Milk company and its
condensed Milk in Cham, both in Switzerland.
• His first factory was located in Vevey.
• In 1875, He sold His Company and retired.
• In 1880 second factory was built in bercher.
• In 1883, first time Nestle built a factory abroad, in Edlitz Grimmenstein.
• In 1890, Vevey factory produced 28 billion cans of Milk food and 2.2 million cans
of condensed Milk.
• In 1912, Nestle begins it long relationship with South Asia when Nestle condensed
Milk company start.
• In 1979, Milkpak Ltd. Is founded by Syed Baber Ali. It manufactures UHT Milk,
Cream and Butter as well as fruit Juices.
Nestle In Pakistan
• Nestle have been serving Pakistani consumers since 1988, when our parent
company Switzerland based on Nestle first acquired share in Milkpak.
• Nestle acquires 40% share in Milkpak.
• In 1990, sheikhupura factory starts the production of Nido Milk Powder cereals; a
plant is acquired at Kabirwala.
• 1n 1992, Nestle takes over the running of company and begins to develop its Milk
collection network.
• In 1996 Milkpak is renamed to Nestle Milkpak Ltd.
• In 1997, the Kabirwala plant becomes a fully owned unit of Nestle Pakistan.
• 1n 1998, Nestle Milk collection system in Punjab matures and company is able to
buy all its Milk from Formers instead of relying on contractors.
• In 2005, Nestle Milkpak Ltd. Is renamed again Nestle Pakistan.
• Quality is the foundation of our food, nutrition, Health and Wellness Company.
• A Nestle brand name on product is a promise to the customers that :
• It is safe to consume.
• It complies with all relevant laws and regulation.
• Quality is to win consumers trust and preference.
• We are committed to offering products and services to all customers that meat their
needs.
• Quality is every body’s commitment.
• Our management takes the lead, sets the objectives and demonstrates its
commitment towards quality.
• All Nestle functions across our value chain are fully responsible to follow
mandatory norms.
• Quality is to strive for Zero defect and no waste.
• We focus on facts and results and we strive for Zero defect and excellence in every
thing we do.
• We adopt “No waste” and we constantly look for competitiveness and opportunities
for continuous improvement of the quality standards delivered to our customers.
• Quality is to Guarantee, food safety and full compliance.
• We enforce food safety, regulatory and quality requirements in every step of our
value chain.
Nestle Milkpak
• Launched in 1981, it has become synonymous with quality milk. Backed by a very
strong brand name, aggressive marketing and distribution plans, consistent quality
and availability through out the year, MILKPAK UHT has been extremely
successful. In September 1999, MILKPAK UHT milk was launched as NESTLE
MILKPAK UHT MILK. NESTLE MILKPAK UHT MILK is available in three
pack sizes of 1000, 500 and 250 ml.
• “ Dhood ki Qudrati Ghizayat Pure, nutritious goodness of Milk”
• Pure, rich and delicious Nestle Milkpak standardized (UHT) benefits from Nestlé’s
expertise in bringing you the best life has to offer and benefits from 140 years of
consumers trust.
• Encourage your family to exercise regularly, eat a healthy, well balanced diet and
drink pure, nutritious Milk for good health.
• Milk is a must drink for your children as it is a rich source of calcium that helps in
the growth and development of strong bones and teeth.
• A 250ml Nestle Milkpak Glass consist of following things
• 27-30% of calcium, 15-18% of protein, 31-34% of phosphorous,6-9% of Vitamin
A and 160-169 kCal of energy, as recommended dietary allowance by national
Academy of Science (USA).
• Enjoy Nestle Milkpak in four convenient sizes, depending on your family need.
• 1500ml, 1000ml, 500ml and single serve 250ml packing
Dynamic Expansion
Nestle Pakistan has being at the forefront of development of dairy sector in Pakistan as
major industrial stake holder for a while .internal efforts and some initiatives with
government have being going on since long in order to maximize the development of the
sector .still, a need for sector wise coordination and combine efforts was there to ensure
utilization of all available resources to move forward in the direction.
Through the agric-services department nestle has being involved with various
infrastructure and support related initiatives such as development of model farms, setup of
milk chiller and import of Australian cow to boost milk production .nestle is also working
towards setting up mega dairy farms to exemplify best farm practices and ways to boost
mike production
• Nestle Juices
• Nestle Nesvita
• Nestle yogurt
• Bottled Water
• Chocolate
• Baby Food
• Maggi noodles
• Nescafe
INTERNAL COMPETITORS
• Haleeb Milk
• Olpers milk
• Good Milk
• Dairy Queen Milk
EXTERNAL COMPETITORS
• DANONE
• MILUPA
COMPETITORS ADVANTAGES
Marketing objectives are compatible with the overall corporate objectives of nestle.
Company’s objective is to be the world’s largest and best branded food manufacturer while
insuring that nestle name is synonymous with the products of the highest quality.
• Monitor progress.
• Audit results.
• Review targets.
Strengths
•Skilled labor.
•Educated staff.
•Arrangement of events.
•Good background of the company.
•Quality product
Weaknesses
•It Dependency on others (govt. & sponsors) for the arrangement of events. The target
market of Nestle Milkpak is upper middle and high class because lower middle and
poor class cannot afford to buy UHT milk due to its premium price.
•It is a main weakness of milkpak that there are different companies of milk but the
name of nestle milkpak is always stand in the last because of low advertising and
marketing.
Opportunities
• Increasing interest of people
• 31billion customers are there in Pakistan for milk. Upton now only 4 billion
customers are being facilitated.27 billion customer markets is still available to
be penetrated.
• Few and weak competitors
• Estimations of UHT Milk Production and Consumption up to 2008– 09
• The projected values of UHT Milk consumption and production are obtained from
the ARIMA model.
• More people are coming towards processed milk because loose milk is dangerous
for health due to a lot of contamination.
• Growth of processed milk is increasing with 20% annually so Nestle Milkpak has
the opportunity to capture a large share of market.
Threats
• Major player may enter target market
• Legal and ethical issues.
• Market segment growth could attract new entrants.
• Economic slow down can reduce demand. Two main competitors Haleeb and
Olpers are main threat for Milkpak especially the Olpers is growing very fast.
• Inflation is getting higher and higher so the purchasing power of the people is
decreasing day by day.
• There is no entry barrier for new entrants as the Olpers has come in the market.
• Taste of consumer has already developed which is hard to change.
Today, Nestlé Milkpak produces in over 81 countries and achieves 98% of its turnover
outside Europe. Nestlé milkpak is the world’s largest milk company, which does 98% of its
business. It has an annual turnover of 70 billion Swiss francs, 522 new factories in 81
countries, 200 operating companies, 1 basic research outer and 20 technological
development groups, has more than 231,000 employees and more than 8000 products
around the globe. There are three companies co-ordinate the activities of some 200
operating companies around the globe. Their functions and details are as follows: The first,
Nestlé milkpak, holds the financial shares in the allied companies. It also checks the
profitability of these companies and to ensure the profitability of the group as whole.
The second, Nestlé milkpak, has two areas of activities that are as follows:
• Research and technological development,
• Technical assistance Beside this, it provides know-how in engineering, marketing,
production, organization, management and personnel training on a continuous
basis. The third company is Nestlé World Trade Corporation that oversees the
import and export of merchandise worldwide.
Core competency and key success factors:
Nestle have stronger distribution channels
Employees 2,345
Financials
Financials for September 2005
Description Values
Nestle is a big name and it is one of the best brand of the country having the largest market
share in milk pack industry in Pakistan. It is not only one person who is marketing the milk
pack everyone who is part of Nestle is marketing it.
If we make the hierarchy of the marketing of Nestle Milk pack we will find out that there
is a brand manager who is responsible for all activities that will take place in the marketing
department under him is sub brand manager who is responsible in the absence of the brand
manager. They are the top management and mostly deicide what to do and how to do.
What steps should be taken to do the marketing. Under them there is a whole marketing
team who work according to the instructions which they have got from the top
management. These team are further divided into sub teams. All the decision regarding the
T.V commercials, radio, news paper and billboards are decided by the brand manager on
the advice and on the bases of statistical calculations. For example for placing a billboard
all calculations are made that what size of billboard will be suitable, where should be it
place so that is well seen, how much should be spend on it either it is in our budget or not.
All these things are taken in account and a lot of thinking is done before applying the idea.
Officers and Directors
Customer
Service Officers System Support
Territory
Officer
In-
charge
DS
Sales Associates
Event
Management
Officer
Leader
Market segmentation and target strategy including consumer
profiling
It is really a big market and it is always difficult to segment the big market. There are
many uses for segmentation.
Needs Based Segmentation
Milk Pack has made different sizes of tetra packs which can match the needs of
buyers, ranging from 0.25 liters to 1.5 liter. Buyers can buy according to there need
between these quantities.
Product Segmentation
Manufacturers diversify products within each needs base to appeal to buyers with
different tastes and wealth.
Customer Segmentation
Customers are segmented based on their needs and product preferences. Segments
grow or shrink over time as a product improve, become outdated or tastes changes.
Global Segmentation
Insurance firms and medical and legal practices also use product segmentation, and
sometimes attempt to cover all the product space.
Acquisitions Details
• Marketing channel,
• Promotion type, and
• Address/city.
Financial
• Investments,
• credit card usage and type,
• living expenses, and
• credit worthiness.
Demographic
• Age,
• income,
• education,
• gender,
• marital status, and
• Number of kids.
Almost all type of peoples are the consumers of the milk.
Geographic
• Own/rent,
• urban/rural,
• size of city,
• region, and
• size of dwelling.
Attitudinal
• Product preferences,
• willingness to try other brands,
• price sensitivity,
• shop for convenience,
• Opinion of the company and the competition.
FAB Analysis
Product strategy including a complete FAB analysis, product line and product depth
analysis.
These are the sets of the interdependent organizations involved in the process of
making a product or service available for the use of consumption.
Channel Level
Manufacturer
It is a two-level channel, milkpak has its own distributors which are suppose to
deliver the milkpak to the wholesaler as well as the retailer,.
Consumer
Wholesaler
&
Retailer
Distributor
Distribution Situation:
Retail Outlets (indirect channel) : There are many retail outlets in all over
pakistan, which provide every day consumable items to the consumers.. 80 percent of
the milk’s sales would be through indirect channels.
Distribution
There are many authorized distributors of milkpak. Company has its own network of
vans, which deliver the milk to all the retail outlets early morning. The number of
vans operational in different cities and rather then this 135 local vans are also used to
supply the milk in pakistan.
milkpak expand its direct sales force, assigning the sales representative to territories
to contact all prospects in pakistan
2. Stalls in BAZAAR
The company also introducing stalls in Sunday Bazaar, Tuesday Bazaar and Friday
Bazaar at different location of pakistan and especially to those areas where the sales
volume of the milkpak would be low in order to encourage the consumer.
Company have a complete imc plan in which they that how can the
company will inform their consumer about the new, upcoming product and value
added services to the existing product. The sources which can use by the company to
inform their consumers are print, electronic as well as through their websites.
Nestle is facing the problem that is regarding the quality of mill . it is being perceive
that infant or child belonging to poor family who use low quantity of milk then
required in daily use are getting effected.
It is hard to agree the customer to swich to pack milk because of taste which is
huredel for further expansion
Recommendations
Nestle must state in writing that it accepts that the international code and the
subsequent relevant World Health Assembly Resolutions are minimum requirements
for every country.
Nestle must state in writing that it will make required changes to bring its Baby Food
Marketing policy and practice into line with International Code and Resolutions.