MARKETING STRATEGIES OF

HARDIK MAHWANA(NR11071) CHIRAG MEHTA(NR11078) SHIVAM TRIVEDI(NR 11166) BANSIL PATEL(NR11101)

INTRODUCTION
Nestle India is a subsidiary of Nestle S.A. of Switzerland.
Nestle India manufactures a variety of food products such as infant food, milk products, beverages, prepared dishes & cooking aids, and chocolates & confectionary. Some of the famous brands of Nestle are NESCAFE, MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE, MILKMAID, NESTEA, NESTLE Milk, NESTLE SLIM Milk, NESTLE Fresh 'n' Natural Dahi and NESTLE Jeera Raita.

HISTORY
Nestle was founded in 1867 in Geneva, Switzerland by Henri Nestle.
Nestl's first product was "Farine Lactee Nestle", an infant cereal. In 1905, Nestle acquired the Anglo-Swiss Condensed Milk Company. Nestl's relationship with India started 1912, when it began trading as The Nestle Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market.

After independence, in response to the then economic policies, which emphasized local production, Nestle formed a company in India, namely Nestle India Ltd, and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestle to develop the milk economy.
Today, Nestle is the world's largest and most diversified food company. It has around 2,50,000 employees worldwide, operated 500 factories in approximately 100 countries and offers over 8,000 products to millions of consumers universally.

Products of Nestle

MARKETING STRATEGIES
Nestl's Branding Strategy The Nestle brand itself had played a key role in the company's globalization efforts. In 1996, about 40% of the total revenues were generated from products covered by the Nestle corporate brand. Nestl's logo was an important part of the company's corporate identity. The 'nest' was a graphic translation of Henri Nestl's name, which meant "little nest."...

Divesting Non-Strategic Brands

The success of the Kit Kat brand inspired Nestle to think and act 'globally' i.e. establishing global as well as local brand identity. Nestle had taken a similar approach to several other acquired sub-brands.
Moreover, Nestle introduced the Kit Kat brand in several other countries across the globe. Nestl's brand management strategy included the divestment of nonstrategic brands. In February 1999, Nestle negotiated the sale of its Findus brand of frozen food to EQT Scandinavia BV...

Operations in India
Nestl set up its operations in India, as a trading company, in 1912 and began manufacturing at the Moga factory on 15th of November 1961.

The production started with the manufacture of Milkmaid and other products were gradually brought onto the fold. Nestl India Limited was formally incorporated in 1978, prior to which the manufacturing license was issued in the name Food Specialities Limited.

Cont..
The corporate office is located at the DLF Centre, Gurgaon, and the Registered office at M-5A, Connaught Circus, New Delhi. At present Nestl has manufacturing units countrywide which are successfully engaged in meeting the domestic as well as the exports demand. In addition there are several co-packing units. The Moga factory is the largest and oldest producing the widest range of food products.

Competitors of Nestle

Evaluations
Positive criticism Follows the rules and ethical standards Creates value for its customers, employees, local communities and international economics Negative criticism Recall of its milk products in China Negative comments from facebook users.

Swot analysis
Strength weakness

Opportunity

threat

STRENGTHS
The greatest strength of nestle is that it includes a culture that is team focused and an open door policy. Another thing is high-level of market share and that people all over the world trust and recognizes Nestle as a big brand name.

Strength is that people trust on Nestle. It looks at achieving higher volumes by renovating existing products and innovating new products. Strength is that they are low cost operators which allow them to not only beat competition but also edging ahead operating excellence, innovation, renovation, product availability and communication are major strengths.

WEAKNESS
One major weakness of Nestle is that it is entering into markets that are already mature and can give a tough competition to new entrants. Nestle Plain Yogurt has proved to be a Nestle weakness because it has been unable to make its market place in USA. But Nestle by analyzing the sensitive areas can overcome its weaknesses. Communication is weak
Lack of Awareness

OPPORTUNITY
Nestle in Pakistan has a great opportunity for expanding its markets because in Pakistan there is a large ready market of food and beverages due to trends of eating and the increasing .I t also has opportunities largely in China and India as well. Through proper marketing research Nestle can cash on to these opportunities. Concentrating on these areas can increase sales Increase in product line

THREATS
Nestle is facing the threats by worldwide community due toots violation of international marketing standards. Many conferences and campaigns have been held against Nestle in this regard which can damage the name and trust of its customers. Another threat is due to the increasing popularity of its competitor OLPERS in local and international markets.
Segments are being shared by competitors Uncertain conditions will effect the sales(diseases of animals) Under cutting by competitors.

Recommendations
Company should conduct survey from time to time to according to which changes can be introduced in the organization to stay updated in the market. They should introduce creativity into the work, so that the employees can do their work active mindedly. Employees should be given compensation in order to keep them loyal. Employees should be more involved in decision making to become more differentiated.

conclusion
Nestle is today the worlds largest food and beverage company with its mission to provide healthier lifestyle. It has launched many products in Pakistan the majority of which are popular and among the market leaders. Nestle is installing new plants and importing latest technologies to improve. Moreover, innovation is one of its greatest strengths so it has a bright future in Pakistan.