Company Introduction
u Nestlé is the world¶s most famous company
dealing in food products. It is a multinational
company and operating in almost every country of
the world.
u It has 130 years of experience in dealing in food
products.
u It has a total of 522 factories (having 233 in
Europe, 157 in America and 132 in Asia and
Africa) in 81 different countries of the world with
230,000 employees in the world over.
u ïenri Nestlé is the founder of Nestlé Company.

u ³Nestlé´ Food Company were laid in 1868 A.D.

 Nestle In Pakistan
u In Pakistan, the ïead Office of Nestlé Food Company is
at Lahore. It has different Regional Sales Offices in all
the big cities of Pakistan including Lahore, Karachi,
Islamabad, Peshawar, Quetta, Gujranwala, Faisalabad,
Multan, ïyderabad and Sukkur.

u The Regional Sales Office of Nestlé in Peshawar is

located at ³City Towers´ commercial plaza.
 Products Of Company
u Butter
u Cream
u Desi-Ghee
u NIDO (Instant Powered Milk)
u Nescafé Instant Coffee
u Maggi Soups
u Kitkat Chocolate
u Orange Juice
 Introduction Of Nescafe
u NESCAFÉ is a brand of Nestlé. It offers a very refined
quality of coffee.
u Nescafe is the worlds most famous coffee.
u It is dark brown in colour.
u There are four different types of coffee under the brand of
Nescafé . The difference is slight depending upon the
quality, form and taste. These are;
u Nescafé ,
u Nescafé Classic,
u Nescafé 3 in 1,
u Nescafé FrotheR
u Nestlé is famous in today¶s world for its best

quality coffee and it is the most popular in the

whole world.
 Promotion Strategy
For Converting non-Users To
Users
 



Ë Promotion is one of the most important factor of
Marketing Mix.It is uses to attract customers towards the
brands of coffee offered by Nestle.
Ë Promotion is further divided in to
u Advertising
u Personal Selling
u Sales promotion
u Publicity
The Nescafé coffee is heavily promoted. That is why it has a
very high image in the eyes of consumers and possess a
high position in the market.
 
 
They promote Nescafé heavily through advertising. A
lot of their finances are spend on the eye catching
and interesting advertisements of Nescafé. The
advertisements are really worth seeing. Mostly, they
use television as their medium for advertisements.
But some posters are also there that are distributed
among the retailers and wholesalers. Banners and
sign boards, are not used for advertising Nescafé that
significantly. Everyday, new attractive and unique
advertisements are telecasted on the television
promoting Nescafé. These advertisements are really
stylish and modern.
  


There is no ³personal-selling´ used in case of

Nescafé as the product is of low unit value and a
convenience good. Moreover, the distribution is
so wide that it is not possible to personally sell
the product. Secondly, they also do not have
their own chain of retail stores, so in door
personal selling is also not done in case of
Nescafé.
 



u There is a department present sales-promotion
regional sales-office of Nestlé.
u They promote the product heavily by implementing
different schemes, by giving incentives and by
devising new techniques for the promotion of the
product.
u Nescafé ¶ is promoted by giving trade-discounts to
distributors, profit-margins to whole sellers and
retailers, by sampling and promotion actives at
schools, colleges and different other institutes and by
organizing and sponsoring exhibitions and
programmes, etc., at different levels
 
u They have got consumer-service and medical-
delegates. The medical delegates are highly qualified
M.B.B.S. doctors and consumer-service consists of
highly qualified nutritionists. These people work
independently and keep a check on the ingredients,
nutritional-values, quality, etc., of the products. If
they find anything wrong, they tell them to remove it.
u Journalists are also welcomed to see such tests. In this
way, Nescafé is publicized.