Strategic

Marketing
Success
NESVITA
Group 3
Shanze Khan
Manizeh Dossa
Tallal Ahmed
Hufsa Faisal
Rafia Rasheed
Hassan Masood

Brief History and Facts

Nestle: Good Food, Good Life: the key to
health, nutrition and wellness
Focus on purity, nutrition, convenience and
creativity
Nesvita launched in Pakistan in 2003, both
yogurt and milk
Our focus on Pro Bone Protection Nesvita
Milk
95% market share in skimmed milk category

Market Share in Milk

Category: Skimmed Milk

Skimmed Milk
Fresh/regular Milk

3%
97%

Market Share in Skimmed

Milk: Nesvita

Nesvita

Other

5%
95%

Skimmed Milk
Industry Analysis
Low
Expectation of retaliation
Limited distribution
channels

Moderate
High
demand
Low
adherence
to hygiene
compliance
standards

High
Standardizat
ion
Few
switching
costs

High
Fresh milk
Regular/low-fat milk

Product
Price
Place

Product
UHT/long life milk brand
50% more calcium than regular milk
& Less than 1% fat 2 glasses
required
Promises more than just calcium but
also STRENGTH
Calci-Lock formula; Vitamin
D,Calcium, Protein,Phosphorus
,Vitamin A.
Recipe change this year of iron, tea

Store Keeping Units (SKU)

Available in 2 SKUs
200 ml with straw
individual
1ooo ml (1litre)
household
Introduction of
Nesvita Powder in
360 gm cardboard
box

Packaging
Green, white and yellow
packaging
A professional appeal housewives and career oriented
women
Display of vitality
Informative packaging than
competitors

Price
Premium brand, psychological pricing
Formula costs reflected
This pressure on costs: 75 rupees to
90 rupees per liter increment
No price differentiation based on
season or area

Competitors Prices
(Nesvita Milk = Index 100)

161

Lacnor
149

Al Marai
109

Olpers Lite

100

Nesvita Milk
92

Prema
Olpers

87

Milkpak

86

Nesvita Powder

83

Skims

82

Haleeb

79

Place
Distribution through two channels:
Direct supply - the company delivers the
quantity demanded to the warehouses of the big
retail stores
Distribution channels outsourced by Nestle
Retailers: highest demand of Nesvita in skimmed
milk
Evidence of strong association of stronger bones
amongst customers
Shelves on an average restocked every 2-3 hours
Should increase in point of sale promotions

Segmentati
on &
Targeting
Positioning
Promotions

Segmentation & Targeting

Primarily Dimension: SEC (A & B)
Secondary Dimension: LCC
Primary Target: End Consumers,
Women (18-25 years)
Secondary Target:
- Mothers: Customers who make the
purchase
- Health conscious individuals
specifically with respect to calcium

Positioning Statement
For 18-25 years old fitness
conscious & active women,
NESTLE NESVITA PRO BONES is a
low fat, hi calcium milk brand with
LESS THAN 1 % FAT AND CALCILOCK so that the consumers can
enjoy the benefits of drinking milk
while staying fit

Copy Strategy

To ASSOCIATE the
consumption of Nesvita,
by the target market, into
the ATTAINMENT OF INNER
STRENGTH and

CHANGE IN COPY
STRATEGY
2009 TVC:
http://www.youtube.com/watch?v=fH
UnK2txVRw
2011 TVC:
http://www.youtube.com/watch?v=T2x_
_mlgatI

Nesvita Women
of Strength
Campaign

Mission Statement
ARE YOU THE ONE?
NESVITA "Women of Strength" is about you. Its about
your dreams and the challenges you face.
We honor strong women like you; women who live
demanding lifestyles and have a burning desire to
excel in their chosen field in order to build a better
future for themselves and their family.
NESVITA "Women of Strength" will help you discover
your inner strength and achieve your goals so that you
can make your dream a reality!

Nesvita WOS 2009: Initiating

Community Based Marketing
http://www.youtube.com/watch?v=pGWF1ykwGig

Project was webbed in an online and offline

campaign selection of 26 random lucky
females
TV show engaging them into a stimulating
session, candidates share aspirations and
obstacles
Team of professionals and experts - guide
through various motivational exercises

2010: Intern with

your DREAM
http://www.youtube.com/watch?v=kM
MENTOR
yAv8LqU88

Testimonials of young women:

http://www.facebook.com/video/?id=
63779256304&s=15#!/video/video.php
?v=399191277403

Three Interns and Mentors

Aspiring Nutritionist

Aspiring
Fashion
Designe
r

Aspiring
TV Host

Nesvita WOS 2011:

STRENGTHEN YOUR
FUTURE
Interactive session
in schools and
colleges across Pakistan, awareness
about Osteoporosis
Goal Setting Exercises, quiz and speech
competition
Winners to participate in workshops
conducted by NAVITUS;
communication, time management and
problem solving skills

Bahria College

Hamdard University

USA College

Karachi and
Lahore: Nesvita
WOS 2011

Consumer Promotions

Social Media Promotions

Zahra and Nausheen

Nesvita WOS
Campaign
Effectiveness

BCG Matrix

DPM - Nestle
SKIMM
ED
MILK

REGULAR
MILK

Survey Findings

Which Milk Category

do you Prefer?

Which Milk Brand

are you Currently
Consuming?

Most Effective
Means of
Promotion?

consume low fat,

high calcium milk
WHY?

consumer low fat,

high calcium milk
WHY?

Are you Aware of

Nesvita WOS
campaign?

Assign a Gender to
Nesvita?

Directional
Policy Matrix
Skimmed Milk
Health
Consciou
s

Price
Sensiti
ve

Promoti
on
Conscio
us

Taste
Conscio
us