INTRODUCTION

Nestl is a Swiss-German word which means Little Nest which is its trademark Nestl is the worlds number one food company It is 5th largest company of the world according to its turn over 2 million 31 thousand people employed from all over the world in the Nestl. 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

NESTLE TODAY

With instant coffee, baby food and formula, and bottled water in the mix, Nestl crunches more than just chocolate. The world's #1 foods company in terms of sales, Nestl is also the world leader in coffee (Nescaf). It is present on all five continents, has an annual turnover of 74.7 billion Swiss francs, runs 509 factories in 83 countries and employs about 231,000 people the world over.

The Company owes its current status to the pioneering spirit inherited from its founders which continues to inspire it, to its concern with quality and to its constant search for new ways of satisfying man's nutritional needs.

Wherever possible, it sets up factories locally, employs personnel from the country concerned and relies on indigenous raw materials. Its agricultural services provide assistance to improve the quality and yield of the raw materials it uses. Much attention is devoted to professional training and to the integration of the Company in its economic and social environment.

NESTLE BRANDS Quality is an essential ingredient in all the Nestl brands and also Nestl brands maintain nutritional balance in a fast pace world, that is why people around the globe choose. The detail of the Nestl brand is as follows:

Baby foods (Nestl Cerelac, NAN) Breakfast cereals (Nestl Cereals) Dairy products (Milkpak, NIDO, Nespray, Nestl Yogurts, Everyday) Ice-creams (Movenpick, Dreyers) Chocolate confectionary (Kit Kat, Smarties, Toffo) Beverages (Nescafe, Milo, Nestl juices) Food service (Nestl Jumbo Bottle) Prepared foods (Maggi, Powered Soups) Bottled water ( Nestl Pure Life, Nestl Aquarral) Pet care (Pro Plan, Purine, ONE, Fancy feast, Dog Chow, Cat Chow, Felix, Alpo) Pharmaceuticals (Ophthalmic drugs, lens-care solutions & optical surgical
Instruments)

HISTORY Henri Nestl founded Nestl in 1866 in Switzerland. Nestl means little nest in Swiss German. Nestl first customer was a premature infant who could tolerate neither his mothers milk nor any other conventional substitute. Thus, Henris ultimate goal was to help fight the problem of infant mortality due to malnutrition for which he developed a product combining various cows milk, wheat flour and sugar and name it Farine Lactee Nestl, which was the first product of Nestl being marketed in Europe. In 1974, Jules Monnerat purchased Nestl and collectively they launched a condensed milk product of its own. In 1905, Nestl got merged with Anglo-Swiss condensed milk. After some time, when Nestl got fully established and all its operation were properly functioning in Europe and was gaining fame around Europe, then Nestl decided to

set up production plants around the globe to ensure the growth of the organization and to become multinational.

Objective of Nestle

Nestle business objective is to manufacture and market its products in a way that creates value that can be sustained over the long term for shareholders, employees, consumers, business partners and national economies in which Nestl operates. The aim of the creating values for the company include with improve business condition for the firm. To obtain more reliable and high qualify source of raw materials, improved government functioning and regulatory, employed skill and loyal workforce and superior quality products which successfully complete

Good Food is the primary source of Good Health throughout life. Nestl strive to bring consumers foods that are safe, of high quality and provide optimal nutrition to meet physiological needs. In addition to nutrition, health and wellness, Nestl products bring consumers the vital ingredients of taste and pleasure. As consumers continue to make choices regarding foods and beverages they consume, Nestl helps provide selections for all individual taste and lifestyle preferences.

SCIENTIFIC DEPARTMENTS Research at the Nestl Research Centre encompasses the sensory and nutritional value of products along with consumer behaviour, nutrition needs and social desires for foods and beverages.At the forefront of all research activities is Nestls commitment to the utmost safety and quality. A diverse selection of scientific disciplines is necessary for this global approach to nutrition research.

CONSUMER CONFIDENCE The Consumer Confidence department is the scientific heart of the Nestl Quality System. Consumer confidence and trust has been fundamental to Nestl's success for over 135 years. Companys wide range of expertise is made available to R&D scientists, operational and technical units and businesses. Nestle covers five main areas:

Consumer safety that guarantees the delivery of safe products. Product compliance that combines all aspects related to the legal compliance of Nestl products. Consistent quality that involves all measures for the delivery of Nestl products with a consistent level of quality. Consumer preference that ensures our products demonstrate superior organoleptic and nutritional quality. Occupational and environmental safety that combines all aspects related to the safety of workers and the environment.

Safety evaluation requires extensive scientific skills in the two areas of food safety: analytical method development and science-based risk assessment. Ingredients also need to be analyzed for authenticity and allergens. Leading edge packaging expertise also has a role to play in ensuring both quality and safety of Nestl food products.

Anticipation of food safety issues is guaranteed through a systematic screening of scientific and technical literature and evaluation by our network of experts for case-adapted responses.

FOOD/CONSUMER INTERACTION In the context of health and wellness, Nestle not only need to understand the physiology of health but also to know and understand the consumer's relationship with food. What is it about a food that makes the consumer like and chooses it?

Company study in detail aspects of pleasure derived from food before, during and after consuming it. These include the pleasure of anticipation, as well as sight, texture, taste and aroma. Company also investigate the feeling of satisfaction.

Physicists and chemists help company to understand how to deliver aroma, taste, and texture. But beyond biology, psychology or sensory behaviour, ethnic culture is also a key to understanding why a given consumer prefers certain foods over others.

The Department is truly multidisciplinary. With expertise ranging from chemistry and biology to sensory and social sciences, we are a natural bridge between Food Science and Nutrition and Health. CUSTOMER SERVICES Delivery at customer premises on schedule day & routing time. Ensuring delivery on special request forwarded by customer services. Attending all delivery related complaints in time.

MAIN STRATEGY OF NESTLE

Every organization has forms some strategy to follow. Therefore, strategies adopted by Nestl that have proved fruitful are as follows:

Consumer communication Product availability and development

CONSUMER COMMUNICATION

With the help of electronic media, advertisements boards, banners, advertising on newspapers, pamphlets, brochures, handouts and by the stall activity of marketing department; taste of the customer is developed and awareness is brought among people about the healthy living that can be achieved by healthy and delightful eating.
PRODUCT AVAILABILITY

From time to time activities such as area storming, discovering new places or areas are being done. Thus, making the distribution equally available everywhere.

S.W.O.T analysis in consumer perspective: Strength: Companys name Nestl signifies the quality image high standard and quality product. Loyalty from customers is also the major strength for the company. Being a multinational company it has the capability to attract more customer than the local Companies.

Weaknesses: Company mostly advertises its milk products, advertisement of confectionary products is notso better. They need to improve the facilities like chillers.

Opportunities: They have an opportunity to expand or capture the market by adding its product line. Company is trying to open stores in universities. Company can enter in ice cream products.

Threats: Some companies are competing on the basis of price.

S.T.P (Segmentation, Targeting and Positioning)

Segmentation: A market segment consists of a group of customers who share a similar set of wants. The marketer does not create the segments; the marketers task is to identify the segments and
decide which one (s) to target. Segment marketing offers several benefits over mass marketing. The customers can be classified according to the following variables:

1. Geographic segmentation- (India) Rular Suburban Urban

2. Demographic segmentation Age Gender Income and occupation

3. Psychographic segmentation Social class and life style Personality

Targeting: After the company has segmented a market, management must next select one or more segments as its target markets. The target market consists of upper lower class to upper class due to their purchasing power and company is following multiple targeting strategies which includes mainly two focus groups i.e. home & office consumption especially for bulk water. Positioning: After identifying the segments and then selecting one or more to target, the marketers must next decide what position to pursue. A position is the way a firms product, brand, or organization is viewed relative to the competition by current and prospective customers. When positioning a product the marketer wants to convey benefits most desired by the target market. Safe and healthy products Public awareness messages

Factors Affecting Consumers of Nestle

1. 2. 3. 4. 5. Quality Product development Pricing strategy Promotional strategy Placement strategy

CONCLUSION

Nestle is a market leader due to different reasons: Its price is high against its competitors but it matches its quality with its competitors. Nestle is using its brand name to promote its products & its very popular as compared to its competitors. its packaging is good eye catchy for consumers. We can easily find Nestle from any retailer shop. Consumption of its main categories in the foods business is even now, largely an urban phenomenon .there is enough scope to increases consumption of its products in the larger towns before thinking about tapping the semi urban and rural areas. Trends like nuclear families, working couples and general paucity of time in urban areas coupled with increasing awareness about health and hygiene will drive the growth of convenience products in the processed foods industry. The company has been gaining market share in certain categories lid chocolate and malted beverage .this trend many well continue as Nestles share even now in this categories is very low

Suggestions
1. Company should create a deep connection with your core target audience -your potential consumers. 2. Should design compelling offerings that pull customers in like a magnet. 3.80% of all purchase decisions are based on emotion. Its companys job as a marketer to know how your customers want to feel and to get them to visualize how your services can meet their needs. 4. Should provide customers with superior quality products. 5. Should provide shareholders with rapid growth & fair returns. 6. Should provide employees a challenging & satisfying work environment. 7. To be a good corporate citizen & contribute positively to the society in which we operate.

A PROJECT REPORT

BY Vijay Mahawar (10BSP1315)

ON Nestl

Date of submission: 26 / 08 / 2011