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1 MARKETING PROCESS
MARKETING“There are many definitions of marketing. The better definitions are focused upon customer orientation and satisfaction of customer needs.”
“Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”
KOTLER
“Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
“Marketing is a Systematic process which starts from Customer and ends on Consumer along with profitability.”
“Marketing is successful if customer becomes a repeated consumer after getting full satisfaction.”
AS-HAM.
(AMBREEN, SAMREEN, HAMAD, AMINA, MUHAMMAD ARSLAN)
NESTLE CORPORATION
2 MARKETING PROCESS
MARKETING PROCESS
It is a process which consists of four steps enabling the marketers to perform their strategies according to their plans. These steps are:
ANALYZING MARKET SITUATIONIt is based on information and research including SWOT and PEST analysis of market
DEVELOPING MARKETING MIXIt includes development of 4P’s namely
ProductPricePlacePromotion
MARKETING IMPLEMENTATIONIt involves turning plans into actions.
MARKETING CONTROLBeing the last step it identifies the gap between planned and actual goals
Marketing process
NESTLE CORPORATION
ANALYZING MAEKETING SITUATION
ANALYZING MAEKETING SITUATION
DEVELOPING MARKETING MIX
DEVELOPING MARKETING MIX
MARKETING CONTROMARKETING CONTRO
MARKETING IMPLEMENTATION
MARKETING IMPLEMENTATION
3 MARKETING PROCESS
MILK PAK
Milk Pack was the first tetra pack
introduced in Pakistan in 1981 with
green and white packaging that is
associated with Pakistan’s flag. It was a
brand that promised natural and healthy
milk. It further gained strength when it
was backed by Nestle Switzerland a well
established and reputable international
brand that bought in to it and expanded
its scope and activities. It has recently
highlighted the use of iron that has been
added to the milk and communicated
this in its advertising and packaging. The
tag line also reads as “making a stronger
household”.
Milk Collection
The core raw material of Nestle
MilkPak is milk. Over the last Twenty Eight years, the company's prime concern has been to improve the
quality and volume of milk for UHT processing and for other milk based products. the company
successfully established its own collection system and expanded its operations over a very large milk
shed area in Punjab. Owing to this tremendous growth in the volume of an extremely high quality raw
milk, Nestle MilkPak now produces a superior quality and better tasting UHT milk, with longer shelf life.
NESTLE CORPORATION
4 MARKETING PROCESS
Today, Nestle MilkPak can boast of the largest milk collection network in the country, unmatched in size,
productivity and efficiency. Milk is collected through a vast network of village milk centers (VMCs), sub-
centers and centers. At these centers, chillers have been installed to lower milk temperature to 4C for
preventing bacteria development during long hauls to the factories, which are undertaken by a large
fleet of specially insulated tankers.
Nestle gathers High Quality milk through a comprehensive strategy, intensive education program for the
farmers and the milk collection staff, up gradation of milk loading and transportation system, increase in
the chilling capacity and above all, adherence to the highest acceptance standards at all milk collection
points, including the factories.
NESTLE CORPORATION
5 MARKETING PROCESS
MARKETING PROCESS
ANALYZING MARKETING SITUATION
SWOT analysis
A SWOT Analysis is conducted by the company so that it is able to position itself to take
advantage of particular opportunities in the environment and to avoid or minimize
environmental threats. In doing so, the organization attempts to emphasize its strengths and
moderate the impact of weaknesses. The analysis is also useful for uncovering strengths that
have not been fully utilized and in identifying weaknesses that can be corrected. Matching
information about the environment with the organization's capabilities enables management to
formulate realistic strategies for attaining its goals.
A SWOT Analysis of Nestlé MilkPak is as follows:
Internal analysis
Strengths
Socially Responsible Company.
NML’s products enjoy strong brand image and market pull.
Innovative and constantly growing product line. NML launched 17 new products, including
variants of existing products in recent past.
Sales force is the major resource strength in terms of physical resources of the company.
NESTLE CORPORATION
6 MARKETING PROCESS
Marketing strategies established by the company are innovative and lure customers.
Financial, marketing and sales strategies are formulated by gauging the customer demands.
Periodic research carried out to judge market trends.
It is a large scale organization, with abundant funds and has the capability of acquiring
weaker firms by throwing them out of competition. The recent acquisition of the water
brands Aqua and Fontalia provide an example for this strength of the company.
Multinational.
Growing Sales and profits.
Major shareholder in the food industry of Pakistan.
Aggressive Marketing.
Efficient Distribution networks through out the country.
Quality Products.
Environment Friendly.
Skilled labor.
Educated staff.
Large number of offerings.
Pre purchase virtual display.
Arrangement of events.
Good background of the company.
Easy to approach outlets.
Physical evidence Strong Brand image
Quality product
Solid Financial position
Strong supply chain network
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Qualified work force
Commitment to High Quality Products
Focus on research and development Estimations of UHT Milk Production and Consumption
up to 2008– 09
Year Annual Production
(million liters) Annual Consumption
(million liters)
2008-09 => 648.43 353.71
2009-10 => 753.89 372.05
Weaknesses
Selective investment due to uncertain economic and political conditions.
Feasibility of new products needs to be analyzed, e.g. Nestea was launched some
years back but it failed because no customer demand for it existed.
Relatively a new company in comparison to its rivals e.g. Lever Brothers.
Low levels of inventory maintained can be dangerous.
No credit sales.
Low sales margins due to highly value added products.
They cannot launch many of its expensive international brands due to the lower income
groups.
Physically impossibility to have target market.
There is weak marketing of MilkPak as there is no advertisement of MilkPak on official website.
Lack of awareness among the target market.
It Dependency on others (govt. & sponsors) for the arrangement of events. The target
market of Nestle MilkPak is upper middle and high class because lower middle and poor
class cannot afford to buy UHT milk due to its premium price.
It is a main weakness of MilkPak that there are different companies of milk but the name of
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8 MARKETING PROCESS
nestle MilkPak is always stand in the last because of low advertising and marketing.
External analysis
Opportunities
Pakistan is the seventh largest producer of milk in the world with annual output of
over 22 billion liters.
There are substantial growth opportunities considering the average yield of
Pakistani animals at only 1,100 liters/annum as compared to 6,000 liters/annum for animals
in Europe and USA. There are nearly 20 million milk producing animals in the country, mostly
in Punjab (80%).
The overall milk market in Pakistan is 20 billion liters, out of which processed milk
contributes only 3 million liters. Nestlé MilkPak along with other processed milk businesses
contribute only 2% to this large market.
Nestlé MilkPak has expanded its product range by entering the cold dairy market
recently by launching Nestlé plain yogurt and now fruit yogurt is also added to it.
To expand the cold dairy products range, Nestlé fruit yogurt is the latest addition to
this group.
The cold dairy market offers many opportunities for the company which can
capitalize these products by banking on its superior quality milk.
The coffee brand also offers many opportunities for the company to expand by
tuning the taste of the masses towards coffee.
Credit policy can be adopted to increase sales.
Threats
Price fluctuations due to rupee devaluation as raw material are imported.
The uncertainty of economic conditions poses a great threat as the major funds invested in
the country come from outside Pakistan.
The present economic crisis in the world, led to the withdrawal of foreign management from
the company and the investment has come to a halt.
Competition with Nestlé’s owns smuggled brands.
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Effect of Seasonality’s upon sales.
Imported raw material, in some of the company’s products.
Major player may enter target market
Legal and ethical issues.
Market segment growth could attract new entrants.
Economic slow down can reduce demand. Two main competitors Haleeb and Olpers are
main threat for MilkPak especially the Olpers is growing very fast.
Inflation is getting higher and higher so the purchasing power of the people is decreasing
day by day.
There is no entry barrier for new entrants as the Olpers has come in the market.
Taste of consumer has already developed which is hard to change.
Current market situation
Today, Nestlé MilkPak produces in over 81 countries and achieves 98% of its turnover outside
Europe. Nestlé MilkPak is the world’s largest milk company, which does 98% of its business. It
has an annual turnover of 70 billion Swiss francs, 522 new factories in 81 countries, 200
operating companies, 1 basic research outer and 20 technological development groups, has
more than 231,000 employees and more than 8000 products around the globe. There are three
companies co-ordinate the activities of some 200 operating companies around the globe. Their
functions and details are as follows: The first, Nestlé MilkPak, holds the financial shares in the
allied companies. It also checks the profitability of these companies and to ensure the
profitability of the group as whole. The second, Nestlé MilkPak, has two areas of activities that
are as follows:
Research and technological development,
Technical assistance Beside this, it provides know-how in engineering, marketing,
production, organization, management and personnel training on a continuous basis.
The third company is Nestlé World Trade Corporation that oversees the import and
export of merchandise worldwide.
MARKET ANALYSIS
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In 1986, Haleeb entered the market with its distinctive blue packaging and positioned itself as
the thickest natural milk. The two brands were the main players in a market that is the world’s
fourth largest milk producing country. Then in 2006, Engro Foods launched Olper’s milk in a
market dominated by two highly entrenched strong brands.
Customer Profiling (Customer Data):
Transaction Details
Frequency,
amount and timing of purchases,
items bought,
prices paid,
Use of cash or credit.
Acquisitions Details
Marketing channel,
Promotion type, and
Address/city.
Appended Database Data
Life Style
Profession/occupation,
vehicle ownership,
Internet use,
Travel,
Pets, and
Hobbies.
Financial
Investments,
credit card usage and type,
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11 MARKETING PROCESS
living expenses, and
credit worthiness.
Demographic
Age,
income,
education,
gender,
marital status, and
Number of kids.
Almost all type of peoples are the consumers of the milk.
Geographic
Own/rent,
urban/rural,
size of city,
region, and
size of dwelling.
Market Research Data
Behavioral
Purchase patterns,
why they bought,
what they use the product for,
Responsiveness to different marketing channels.
Attitudinal
Product preferences,
willingness to try other brands,
price sensitivity,
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shop for convenience,
Opinion of the company and the competition.
DEVELOPING THE MARKETING MIX
The most interesting part of commerce is the marketing; this is the latter addition of the
business tools. It starts with conceiving idea of presenting a product, traditionally producers
were interested in producing those goods only which has existing pull, whereas now because of
marketing tools they are producing with the intention of pushing the product into consumer’s
hand. Marketers use numerous tools to elicit desired response from their target markets. These
tools constitute a marketing mix. Marketing Mix is the set of marketing tools that the firm uses
to pursue its marketing objectives in the target market. McCarthy classified these tools into four
broad groups that he called the four P's of marketing:
Product
Price
Place
Promotion
Product
Defining the characteristics of your product or service to meet the customers' needs.
Price
Deciding on a pricing strategy. Even if you decide not to charge for a service, it is useful to
realize that this is still a pricing strategy. Identifying the total cost to the user (which is likely to
be higher than the charge you make) is a part of the price element.
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Place or distribution
Looking at location (e.g. of a library) and where a service is delivered (e.g. are search results
delivered to the user's desktop, office, and pigeonhole - or do they have to collect them).
Promotion
This includes advertising, personal selling (e.g. attending exhibitions), sales promotions (e.g.
special offers), and atmospherics (creating the right impression through the working
environment). Public Relations are included within promotion by many marketing people.
Product
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Nestlé is a famous group of companies. It is well known for its rendered services in food sector.
Nestlé has more than 70 consumer products in Pakistan. Good nutrition is essential from the very
beginning. That's why Nestlé strives to provide the best for everyone.
Nestlé has recognized the special nutritional requirements which start from infants and covers the range
to all age groups.
They add specific nutrients to milk and encourage children to consume nutritious products with different
flavors, colors and shapes. For small children, and families Nestlé offers smaller sizes and portion able
packs.
Teens like lots of affordable enjoyment, with big portions and a succession of tastes and textures,
particularly when they are buying the products themselves. They also favor ready-to-drink beverages,
and here they can offer them a choice of refreshing teas or milk-based drinks
Good tasting lighter meals and healthier milks formulated specifically for adults are examples of how
Nestlé caters to these needs. Nestlé Clinical Nutrition has a range of good tasting products to help them
do it. Nestlé milk and dairy products are recognized throughout the world.
Pricing
Nestlé has its own set of techniques for setting the prices of the product. It does not primarily focus on
the competitor’s pricing strategies. It emphasizes on the market demand of the product. Nowadays
market is going through tough recession, so they set their prices keeping in view the purchasing power of
the customers.
Moreover the prices of the products are also subjected to the type of consumer product. If the product is
a daily use then it can have a minimum price to attract the customer towards your product. Thus the
company cannot influence much on the prices.
Price Structure
General: The prices of Nestlé’s products are and they are within the customer’s buying power. Nestlé also
give discounts to their regular customers. Nestlé has set prices in such a way that it offers the most
quality products with acceptable prices. Its prices are very much comparable with its competitors. It also
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considers the fact that Pakistani market is not as much economically viable as the other foreign markets.
So it keeps in mind all the below line factors while setting the prices of the products.
Place
Selection of place is also a very pivotal step in the success of the organization. The place must be right
where the customer wants to be, it must be easy assessable and approachable to the customer. Nestlé
makes it sure that its product is available at every corner of the country regardless of rural or urban
areas. Nestlé’s main focus is to make the product within the access of every consumer so that the
consumer should have no difficulty in getting the product. It also helps Nestlé to compete with the
competitors more effectively as by this it can make the product available to maximums number of target
customers. Nestle is catering the market of Gujrat in very effective manner by providing its products in
each and every corner which starts from the city and covers the rural areas specially its product,
MilkPak.
Middlemen and distribution channels
In Nestlé the distribution’s role within its marketing mix is to take the product to its target
market.
Today executives have come to realize their customers' satisfaction - or dissatisfaction - was
linked to the performance of their supply chain. Bernard Teiling, assistant vice president of
business process integration for Nestlé S.A., which is based in Vevey, Switzerland, says supply
chain management (SCM) is "both a source of competitive advantage and a lever for profit
margin." Even though the complexity and the cost of SCM have continually increased over the
last two decades, companies must be proficient in this process. "If you are not good at SCM,
someone else will be," says Teiling.
Nestlé defines SCM as the two-way management of the flow of goods, services and information
from suppliers to manufacturers, wholesalers, distributors, stores -- to the end user. SCM is
especially critical for the food industry because of the ease of spoilage.
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Teiling feels a consumer products company remains profitable only if it has the right product at
the right price in the right place at the right time. However, getting these stars to line up only
happens when "the entire supply chain works as one."
Seen that way, SCM becomes a branding issue. When Nestlé places its logo on a product, the
logo represents "a seal of quality." Protecting that quality makes Nestlé responsible for its entire
supply chain. Teiling says consumers don't care if a supplier or distributor had a problem. "If
something goes wrong in the supply chain, it ruins things for the consumer," says the Nestlé
executive.
Even though Nestlé feels responsible for every link in the supply chain, it outsources many of
those activities. "No one company can claim to do everything from A to Z in the food industry.
Today that's impossible," says Teiling. For example, Nestlé does no farming. And the world's
largest food company sells almost nothing directly to consumers.
With the arrival of the Internet, companies today want to manage their supply chains through
"an efficient interface with an eMarketplace." Many different exchanges are developing. Teiling
describes them "as a tremendous opportunity for Nestlé to work effectively to create new levels
of performance."
Nestlé is using all the three levels of channel to ensure that its product should readily available to all its
users throughout the country. Like it is using a zero level channel for distributing its product to its
customers. It uses mostly the 3-level channel. For example in case of milk products, it uses 3-level channel
to penetrate into the as there is enough competition. On other hand, in case of mineral water such as
Ava is uses zero level channel as it supplies the jumbo bottles of Ava directly to hotels.
Promotion
Nestlé sets its promotional budget on annually basis. Nestlé is well aware of the importance of the
effectiveness of the promotional program. It designs its promotional program using all the available
promotional tools.
Advertisements
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Advertisement plays very important role in promoting the image and name of the company. Because you
can give your massage and persuade the person (person may be Customer, client etc) to buy your
product, therefore effective advertisement plays important role in the success of product.
They give full-page coverage in newspaper and also made advertisement in the television. Also providing
advertisements on online facility through creating Web Page of their Nestlé, giving all required
information about the products. They also advertise in weekly newspapers and magazines
The budgets for various consumer products vary depending on the sale and demand of the product. Like
on milk Nestlé has 75% of sales out of the total sales. So similarly it spends more on promotional
activities of milk.
Promotional themes
Nowadays a lot of companies are using certain promotional themes to promote their product better than
their competitors. For example, in case of milk is uses the theme of “Khalis” creating a view that its milk
is closest to pureness. Similarly is uses the promotional theme for Nestlé Pure life for mineral water
It also uses other below line activities to promote its product like by using the following techniques:
Free sampling
Door to selling
Prizes
Market positioning
Present image in the mind of customers is given below:
COMPANY QUALITY SERVICES LOCTION EXTRA
OF
PRODUCT
FACILITY
Nestlé Better Excellent Excellent Good
Haleeb Normal Normal Normal Normal
Halla Good Normal Good Average
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In last two decades Nestlé Pakistan Ltd. has re-positioned itself by improving the elevations by its
products and allocating better customer services; because of it has the best position in the mind of the
customers among three companies. It also proves from the increasing market size of Nestlé.
IMPLEMENTATION OF MARKETING STRATEGIES
Market segmentation and target strategy
It is really a big market and it is always difficult to segment the big market. There are many uses for
segmentation. Nestlé’s strategies about their marketing are in the form of marketing segmentation.
They have implemented their strategies by doing segmentation. Secondly they have made their
distribution plans, network and methods very strong. Marketing channels and strategies about pricing
and positioning are also in main focus.
Needs Based Segmentation
Milk Pack has made different sizes of tetra packs which can match the needs of buyers, ranging from
0.25 liters to 1.5 liter. Buyers can buy according to there need between these quantities.
Product Segmentation
Manufacturers diversify products within each needs base to appeal to buyers with different tastes and
wealth.
Customer Segmentation
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Customers are segmented based on their needs and product preferences. Segments grow or shrink over
time as a product improve, become outdated or tastes changes.
Global Segmentation
Insurance firms and medical and legal practices also use product segmentation, and sometimes attempt
to cover all the product space.
In-store Display Segmentation
Nestle have also segmented Milk Pack on the bases of In- Store display segmentation. In this type of
segmentation the company have given different shelves in bib stores and also given the chillers to some
of the agent having the Milk Pack sticker upon them but in Pakistan unfortunately the shop keepers are
not using the shelves properly and they have put other brand products on those shelves. Drug stores,
grocery stores, book stores, and other retail outlets use segmentation in order to keep like products close
to each other within the store, making shopping convenient and cross selling more profitable.
Market Positioning:
They will position our product as a high quality product consumer focused. Messages like
“They knows your taste better than us”, “Nestle MilkPak now at your door step”; “Add
additional flavors’ to your life” will help us portray our picture clearly and distinctly. MilkPak will
position our product against the competitors and gain competitive advantage through our
efficient promotional methods, using innovations, and by reaching closer to our target market
through the arrangement of events like BASANT, VALENTINE DAY and etc. In short consumers
will view us as a product providing highly quality, in terms of taste, customer focused and, at the
same time reasonably priced as compared to others.
Pricing strategies of MilkPak
MilkPak was first launched in 1988 in Pakistan. Actually this is the Pakistani product and
purchased by the Nestle Company. Price of the MilkPak set after the market survey. In this
market survey the survey team want to search that how much value consumer actually wants to
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give this product. They provided the milk to the different people without telling them the name
of the company and ask them what should be the price of this one glass milk. In this way
company know the willingness of the people that how much money customer actually want to
spend on that product. After this they checkout their cost on that product and after analysis they
set the price of the MilkPak. After launching it in the market they again check the consumer
behaviour regarding price of the MilkPak, and if consumer is satisfy with the product then they
ask question to judge the behavior of consumer that if the price of the MilkPak increased by the
company then what will they do. If consumer still satisfied then they increase the price of the
MilkPak. CDL have adopted value pricing, in which they charge fairly low price for a high
offering. Value pricing says that the price should represent a high-value offer to consumers.
Value pricing is not a matter of simply setting lower prices on one’s products compared to
competitors. A matter of reengineering the company’s operations to become a low- cost
producer without sacrificing quality, and lowering prices significantly to attract a large number
of value-conscious customers.
Setting price by looking the competitors
The competitors of MilkPak are Haleeb milk, olphars and good milk but the biggest competitor is
open milk. Total requirement of milk in Pakistan is 31 billion litres in which only 3 billion litres
are provided by packed milk. 28 billion litres are provided by milkmaid. So if the nestle want to
set price according to their competitors then they have to set price according to the price of
open milk which is not possible.
Marketing Channels
These are the sets of the interdependent organizations involved in the process of making a
product or service available for the use of consumption.
Channel Function and Flows
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A marketing channel performs the work of moving goods from producer to consumers. It
overcomes the time, place and possession gaps that separate goods and services from those
that need or want them. It perform number of functions:
They gathering information about potential and current customer, competitors, and
other actors and forces in the marketing environment.
They develop and disseminate persuasive communication to stimulate purchasing
They place an order to the company
They provide for the successive storage and movement of the physical products.
Channel Level
Manufacturer
It is a two-level channel, MilkPak has its own distributors which are suppose to deliver the
MilkPak to the wholesaler as well as the retailer,.
Consumer
Wholesaler
&
Retailer
Distributor
Distribution Situation:
Company is using 2 channels for distribution of MilkPak
Retail outlets (indirect channel)
Sales promotion officers (direct channel)
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Retail Outlets (indirect channel): There are many retail outlets in all over Pakistan, which
provide every day consumable items to the consumers.. 80 percent of the milk’s sales would be
through indirect channels.
Direct Sales Promotion Channel: MilkPak is being distributed to institutions like government
institutes, offices, teashops, caters, schools, colleges and marriage halls. This channel will
constitute 10 percent of the total milk’s sales.
Distribution Outlets: to increase the distribution of MilkPak in all over Pakistan these outlets are
open..
Distribution
There are many authorized distributors of MilkPak. Company has its own network of vans, which
deliver the milk to all the retail outlets early morning. The number of vans operational in
different cities and rather then this 135 local vans are also used to supply the milk in pakistan.
Intermediaries: MilkPak identifies the types of intermediaries available to carry on its channel
works:
1. Company Sales Forces
MilkPak expand its direct sales force, assigning the sales representative to territories to contact
all prospects in pakistan
2. Stalls in BAZAAR
The company also introducing stalls in Sunday Bazaar, Tuesday Bazaar and Friday Bazaar at
different location of pakistan and especially to those areas where the sales volume of the
MilkPak would be low in order to encourage the consumer.
Integrated marketing communication:
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Company have a complete imc plan in which they that how can the company will inform their
consumer about the new, upcoming product and value added services to the existing product.
The sources which can use by the company to inform their consumers are print, electronic as
well as through their websites.
Unique selling proposition:
MilkPak is a trend setter in market. They first introduce the packed milk in market. The usp of
MilkPak is “khalis he sub kuch hai”. They provided their consumer pure milk and this the usp of
nestle MilkPak.
MARKETING CONTROL
Problems Faced By Nestle
Nestle is facing the problem that is regarding the quality of milk . it is being perceive that infant
or child belonging to poor family who use low quantity of milk then required in daily use are
getting effected.
It is hard to agree the customer to swich to pack milk because of taste which is huredel for
further expansion
Recommendations
Nestle must state in writing that it accepts that the international code and the
subsequent relevant World Health Assembly Resolutions are minimum requirements
for every country.
Nestle must state in writing that it will make required changes to bring its Baby Food
Marketing policy and practice into line with International Code and Resolutions.
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SUGGESTIONS
Nestle Milk Pack should concentrate on all age groups (by showing its benefits) instead of
concentrating just on child growth.
They should try to create strong brand loyalty among customers.
They should keep in mind the competing environment while designing their strategies.
They should concentrate on customer retention.
They should improve their customer services.
They should try to exploit the loopholes of their competitor’s products.
Should try to cater the mind of the customer by creating some attractive jingle like Haleeb: Chai
banaye khoob haleeb…..
REFERENCES
www.nestle.com
Economy survey of Pakistan 2008
www.Google.com
NESTLE CORPORATION