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Pakistan’s milk industry has been the fourth largest milk producing country
since two decades. Major brands included in this are Haleeb Milk of Haleeb
foods, Milk Pak of Nestle and recently introduced Olpers and Nesvita.
Pakistan’s annual estimated milk production is around 44.97 million tons out
of which
• 36.299 million tons is consumed by households
• 1.35 million tones i.e. three percent is consumed by milk companies
and
• Remaining is utilized by the industrial sector
The concept of packaged milk was introduced by Nestle in 1981 when they
came up with a packaged milk product by the name of Milk Pak. They came
up with this product when they saw people getting more and more health
conscious.
Why Packaged Milk
Supply chain involves collection of milk from the rural areas. Then that milk
is then processed through UHT (Ultra – High Temperature Processing)
Treatment. This milk is then packed into the uniquely colored triangular and
rectangular packs designed to prolong the milk’s quality. The milk in it
remains fresh because the packs are vacuumed i.e. air free from air due to
which they don’t get spoiled. This milk is then sold to consumers.
Increasing Demand
In 2009 LPD consumption has reached 18.9 billion liters, which has kept
Pakistan as the fourth largest LDP consumer after India, China and US. The
Dairy index shows that over the last 10 years, the ratio of urban population
in Pakistan has increased by three percent points and as people move
further away from dairy farms the availability, access to fresh unpackaged
milk is significantly affected. This in return creates demand for the packaged
milk because of its availability in the urban areas. Moreover the increase in
urbanization also created more educated and sophisticated segment of
consumers, which values safety, hygiene and convenience of processed
packaged milk.
Rising Population of Pakistan is also raising the number of people falling into
the middle class category. These people can now afford more premium
priced products. That is why from alone 2006-2009, the consumption of LDP
has grown 8.4 percent per annum as compared to demand of unpackaged
products which only grew by 2.1 percent per annum
The major players in the market that have a tough competition between
them are as follows
According to the survey conducted from a sample size of 100 females, the
following brand were found to be used by them.
Strengths:
• Dairy industry of Pakistan is the fifth largest industry in the world
• Pakistnan’s dairy industry is cheaper than Australia, America and other
developed countries.
• Farmers are engaged in agriculture and dairy at the same time.
• By- products of agriculture are used in dairy
• By-products of dairy are used in agriculture.
Weaknesses:
• Poor profitability for farmers
• Lack of contacts for the farmers to the market mechanism
• Poor dairy infrastructure in rural areas
• Lack of education among the farmers is making it difficult to change
farm and dairy management system.
• Lack of knowledge about optimal feeds
• Bad quality of milk due to lack ness of cold chain.
• Availibity of trained support service staff.
• Difficulties in meeting consumer demands due to unavailability of fresh
milk.
• Imported products increasing demand in local market.
• Product range not developed properly for consumers.
• Milk production decline to 55% of peak production at its lowest point in
mid-June. While at the same time, the demand increases by 60% as
compared to December.
Opportunities:
• There are prospects for company to bring in valued added products
like khoya, flavored milk, ice creams, shrikhand, dairy sweets, paneer,
etc.
• Further innovations can be done with packaging, development and
presentation as there is a huge scope for it.
Threats:
• Dairy farms receive very bad/low quality milk which is a big threat for
this market.
• Unavailibility of animals by which we get milk is also a huge threat for
the milk industry.
Nestle
“Good Food, Good Life: the key to health, nutrition and wellness”
Nestle Pakistan limited is a Pakistan based food and beverages company and
is the leader in food and beverages industry terms of having largest R & D in
food science and nutrition. Due to this, many of their brands have taken
advantage of its active ingredients developed at the research center. It has
been recognized the top food company in the world due to there aim to
provided quality food to there consumer so that they can have a good life.
The company started its manufacturing processing in 1988 when the parent
company Nestle SA acquired the shares in Milkpak Ltd and since then it is
serving Pakistani consumer market with sale of food products. The company
is registered in KSE and LSE for last 5 years in Pakistan and is being declared
among the top 25 companies in KSE by 2014. The company goal is to be a
100 billion rupees company. The learning and growth for human capital in
this company is tremendous both at international and domestic levels. The
company provides over 8000 brands all over the world and they are
renowned for the health benefits, taste and good quality. Their philosophy is
summed up in the phrase "Good Food, Good Life: and they remain committed to
help consumers choose better tasting and healthier products to help them enjoy
happier, healthier lives”.
Nestle Brands
“When it comes to food and Beverages Pakistanis know they can rely on
Nestle”
Nestle develops the products keeping the consumers preference, taste and
needs. Whatever products they come up with are pure, nutritious and have
convenience. They have always been the initiator in creativity i.e. they have
most of the time introduced differentiated and unique products. Their
product portfolio includes the following
Their product line is broadly diversified into seven different kinds of products.
The products are further classified into different flavors, taste etc
• Milk Pack
• Nesvita
• Nido
• Neslac
• Everyday
• Nestle Dahi
• Nestle Fruit Yogard
• Nestle Raita
• Milk Pack Cream
2. Beverages
• Nescafe
• Nesquik
• Milo
• Nestle Fruita vitals
6. Breakfast Cereal
• Corn Flakes
• Honey Gold Flakes
• KoKo Krunch
• Milo
• KitKat
• Kitkat chunky
• Polo
Nesvita - Diffentiated Product in Milk Industry
TARGET MARKET
Nestle’s Nesvita targets the market who are health conscious about them selves.
Since in our part of the world, health is majorly being looked after by women, there
fore they have specifically targeted the todays women who is either married or is on
Job. Nestle’s Nesvita believes that it’s the women who need to consume the low fat
milk along with high calcium. Nestle’s Nesvita plays essential role in protecting
women from osteoporoses disease which speeds up the process of calcium loss in
bones causing them to become weak and fragile.
Demographic segmentation
Psychographic segmentation
Nestle’s Nesvita concentrate on health conscious women who value their life style
and their personality traits. These are the women who want to achieve success in her
life and who want to fulfill her dreams. This is the reason why their aids narrate the
same concept and message. All these segments were identified and based on them;
Nestle’s Nesvita was ready to position it self in customer mind through the following
promotional strategies.
Market position
The main focus of Nestle’s Nesvita is on the lifestyle and health and that is why
it creates a diverse position in consumer mind by using market lines like “B o
n e s S t ro n g T o u M a i n S t r o n g” which clearly states that there they
want to spotlight the healthy lifestyle in their consumer minds.
Slogan
Producing more than 10.000 food items, Nestle is the world’s largest food company
and is growing big time. It has captured large part the market share. Although they
have a name in the market, due to large competition in milk industry, it is suffering
a decline in the market. However they have re-launched their product in diversified
manner and brought a new trend.
SIZES Available
• 1 Liter (Milk)
• 200 ml (Milk)
• 450 gm (yogurt)
Ingredients
• CALCIUM 27-30%
• PROTEN 15-18%
• POSPHORUS 31-34%
• VITAMIN A 6-9%
• ENERGY 160-169 K CAL
Pricing
Psychological pricing
The products psychological pricing is used as well. Prices are quoted high so that it
can reflect the positioning for “Hight quality on High price”
Price Structure
(Consumer price)
• 20 ml Rs. 20 (Milk)
• 1000 ml Rs. 65 (Milk)
• 450gm Rs. 38 (Yogurt)
Proper planning by following demand and supply rule carries out distribution. Also the
distribution strategy of the competitors is considered. Inventory level of milk in the
godowns of the distributor is always kept more than the demand of the potential
customers.
It is distributed in all “A” class superstores of high traffic market of posh
areas. For example in case of Karachi the areas of high availability are
Makro, Mettro, Aaghaz, Naheed and other super and general stores
Strengths
Weakness
• Less awareness of the product among the females
Opportunities
• Nesvita brand may get entire market share by availing opportunities in
market that include health conscious people
• Increased knowledge of health and awareness
• It has no direct competition right now
Threats
• Competitors may enter into this category as well.
• There is less loyalty as far as milk is considered
• If quality or taste is not liked by the target market
• Price is also a factor
• High collection of milk is required
• Credit systems is not available for the firm as being given by local
loose milk producers
BCG Marix
Keeping the BCG matrix in view Nestle Nesvita is a Star since it is the first
one to identify this market need and introduce a product that is directly
targeting females and indirectly all those who are health conscious and don’t
get time to exercise but want to remain fit and healthy. It includes people of
all age.
Promotion
Advertising
All advertisement used by Nestle Nesvita highlights that over the years, food
products have evolved from mere commodities to a statement of life style,
as a consumer gets more health and quality conscious, consumer
empowerment surges. They say that if you are set for an active and healthy
lifestyle then you need to get the strength your bones need and the
smartness you desire, with Nestle Nesvita Milk as its high in calcium and low
in fats
Broadcast ads
Nestle Nesvita has captured the women of today both either working or
the ones who are housewives need to have stronger bones and
consume more calcium than anybody else. They believe that kids can
bloom and blossom more if their parents especially mother is strong,
their parenting will lead these children to be smarter and healthier.
Two TVCs are used so far by Nestle Nesvita for the promotion of their
brand. In one of the TV commercials a housewife is shown. She first
locks up her jewelery box which contains jewels; she then locks the
door for safetyof the house. In the end the husband asks her if they
could now leave. She then asks him that can I put the Calci lock? Then
she consumes a glass of Netle Nesvita as her body is more valuable
than jewels and for the sfety of her health and to have fit body she
needs to put up that Calci-Lock with 50% more calcium than regular
milk. It locks the calcium in your bones making them strong and
healthy. It contains a special combination of calcium, Vitamin D and
other essential vitamins and minerals
Print Ads
Emphasis is given more on females. Their marketing campaign shows that ithe
working women of today has to be strong as she has to look after herself and her
family as well.
Sponsored TV Shows
Growth Strategy
They have been doing aggressive marketing through different means. This
has helped them creating awareness among females of not only fitness but
also of this product. Since the awareness among people is increasing and is
the need of every person to remain healthy thus the market share will also
keep on increasing since every one now is becoming health conscious.
Nesvita directly is targeting females but indirectly all health conscious
people especially old age people who become the target of different
diseases like heart problems, high cholesterol problem, etc in old age.
Aggressive media and other campaigns are done for marketing its new
products but Nestle does not spend it funds for the marketing of
products that have high market share or are cash cows for the firm.
References
http://www.nestle.pk/
http://www.brecorder.com
http://tribune.com.pk