Date post: | 20-Jan-2017 |
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PRODUCT MIX OF NESTLE INDIA LTD.
MILK PRODUCTS & NUTRITION BEVERAGES
PREPARED DISHES &
COOKING AIDSCHOCOLATES & CONFECTIONERY
NESTLE INDIA LTD.
PRODUCT LINES & PRODUCT LINE LENGTH OF NESTLE
Product Mix Breadth & Product Line Length of NestleMilk Products & Nutrition• DAIRY WHITENER
• Nestle Dairy Whitener
• GHEE
• Nestle Everyday Ghee
• MILK
• Nestle Milk
• Nestle Slim Milk
• Nestle Nido
• Nestle Milkmaid
• DAHI
• Nestle Fresh n natural Dahi
• Nestle Fresh n Natural Silm Dahi
• Nestle Nesvita Dahi
• Nestle Dahi
• RAITA
• Nestle Jeera raita
• FRUIT YOGHURT
• Nestle Milkmaid Fruit yoghurt
• INFANT FOOD
• Lactogen
• Cerelac
Beverages• COFFEE
• Nescafe Classic
• Nescafe Cappuccino
• COFFEE- CHICORY MIXTURE
• Nescafe Sunrise Premium
• Nescafe Sunrise Special
• TEA
• Nestea Iced tea with green tea
• Nestea Iced tea
• Nestea Instant Hot Tea Mixes
• COFFEE, MILK AND SUGAR
• Nescafe 3 in 1
Prepared Dishes & Cooking Aids• MAGGI NOODLES • MAGGI 2-Minute Noodles• MAGGI Vegetable Atta• MAGGI Vegetable Multigrainz Noodles
Noodles • MAGGI Cuppa Mania • MAGGI Chinese Noodles
• MAGGI SOUPS
• MAGGI Healthy Soups
• MAGGI Sanjeevni Cup Soup
• MAGGI 'TASTE OF INDIA' READY-TO-
COOK PASTES• MAGGI Masala-ae-magic• MAGGI Coconut Milk Powder • MAGGI Bhuna Masala• MAGGI MAGIC Cubes • MAGGI Pazzta
• MAGGI KETCHUP
• MAGGI Sauce
• MAGGI Pichkoo
• MAGGI Pizza Mazza
Chocolates & Confectionery• KITKAT
• Nestlé Kit Kat
• Nestlé Kit Kat Chunky
• MUNCH
• Nestlé Munch
• Nestlé Munch Pop Choc
• MILKYBAR
• Nestlé Milkybar
• Nestlé Milkybar Choo
• Nestlé Milkybar Crispy Wafer
• BAR-ONE
• Nestlé Bar-one
• MILK CHOCOLATE
• NESTLÉ Milk Chocolate
• POLO
• Polo
• ECLAIRS
• NESTLÉ Eclairs
• NESTLÉ MILKYBAR Eclairs
PRODUCT DEPTH
DAIRY WHITENER
Nestle Dairy Whitener
GHEE
Nestle Everyday Ghee
MILK
Nestle Milk
Nestle Slim Milk
Nestle Nesvita Pro-Heart Milk Omega 3
Nestle Nido
Nestle Milkmaid
DAHI
Nestle Fresh n natural Dahi
Nestle Fresh n Natural Silm Dahi- Fat-free
Nestle Nesvita Dahi- probiotic
Nestle Dahi- 150gm(Rs.10),1 Kg(Rs.40)
RAITA
Nestle Jeera raita
FRUIT YOGHURT
Nestle Milkmaid Fruit yoghurt-
Strawberry and Mango-flavoured
MILK PRODUCTS & NUTRITION
BEVERAGES
COFFEE
Nescafe Classic - 150 gm , 285 gmNescafe Cappuccino - NESCAFÉ Choco Mocha , NESCAFÉ Vanilla Latte.
COFFEE- CHICORY MIXTURE
Nescafe Sunrise Premium - (Coffee: Chicory = 70%:30%).Nescafe Sunrise Special - (Coffee: Chicory = 60%:40%)
TEA
Nestea Iced tea with green tea
Nestea Iced tea
Nestea Instant Hot Tea Mixes
COFFEE, MILK AND SUGAR
Nescafe 3 in 1 – 1 sachet(Rs.5)
PREPARED DISHES & COOKING AIDS
MAGGI NOODLES
• MAGGI 2-Minute Noodles• Masala - 85 gm/ 346 gm/
510gm• Chicken - 85 gm/ 346 gm• Tricky Tomato - 42 gm• Thrillin Curry - 42 gm
• MAGGI Vegetable Atta - 85 gm/ 340 gm
• MAGGI Vegetable Multigrainz Noodles Noodles
• MAGGI Cuppa Mania - 70 gm • Masala Yo• Chili Chow Yo
• MAGGI Chinese Noodles
MAGGI SOUPS • MAGGI Healthy Soups
• Home Style• Creamy Chicken• Mixed Vegetable• Rich Tomato• Masala Noodles Soup
• Chef Style• Cream Mushroom • Sweet sour tomato noodles• Tangy tomato vegetable• Palak Corn Soup
• Chinese Style• Chinese Sweet corn chicken• Chinese Sweet corn
vegetable• Chinese Hot & sour
vegetable• Oriental Thai Noodles Soup
• MAGGI Sanjeevni Cup Soup• Tomato Amla• Vegetable Spinach• Dal Tomato
MAGGI 'TASTE OF INDIA' READY-TO-COOK PASTES
• MAGGI Masala-ae-magic• MAGGI Coconut Milk
Powder • MAGGI Bhuna Masala
• for Gravy Dishes• for Vegetables and Dal
• MAGGI MAGIC Cubes • MAGGI Pazzta
• Masala Penne• Cheese Macaroni
MAGGI KETCHUP
• MAGGI Sauce• ( 200gm/ 500 gm/ 1 kg)
• Rich tomato• Rich tomato- No Onion, No
Garlic• Hot & sweet• Chatpat
• MAGGI Pichkoo - 90 gm• MAGGI Pizza Mazza - 300 gm
COMMENTSLENGTH• The length of product line is about 56 product. Some product-lengths are very short
(‘Nestlé Beverages’) and some are considerably long(e.g. Milk and Nutrition products).• Can launch quite a few products in the short product-lengths.
Width• All product-lines pertain to human food items only.• Should launch products other than food varieties also.
Depth• There are quite a few of products having less product-depths. Example – Kitkat ,Eclairs
&Munch• Where as some products are having a good product-depths.
Example : Maggi : Total 10 varieties. • There are a lot of scope for developing depths on several products which will enhance
both growth and profitability.• Should launch products other than food varieties also.
PRODUCT LEVEL OF NESTLEProduct Core Benefit Basic Product Expected
ProductAugmented Product
Potential Product
Milk Products & Nutrition
Health, Nutrition,
Taste Hygiene Offers, Gifts. Flavours, Calories, Shelf Life.
Beverages Pleasure, Freshness .
Flavour Blending, Aroma
Offers ,Gifts Flavours
Cooking Aids Instant Food, Time Saving
Taste ,Flavour
Price ,Nutritious ,
Packing Variations
Indigenous
Chocolates & Confectionery
Delighting Taste,Pleasure
Flavour, Sweetness
Attractive Packing,
Calorific Value
Size And Shape
CONSUMERS/CUSTOMERS AND INFLUENCERS
Product Customer Influencer
Milk Products & Nutrition Infants, Family , Doctor, Celebrities.
Beverages Family, Children, Advertisements, Dealers.
Cooking Aids Employees, Youths, Children
Advertisements, Time.
Chocolates & Confectionery
Children, Youth, Family Advertisements, Celebrities.
SCOPE FOR IMPROVEMENT
1. Nestle’ can think of diversification.2. Can go for increasing the product-lengths in some cases like
‘Prepared dishes & Cooking Aids’ and ‘Beverages’3. Trim up the product-lengths in select cases like chocolates to
eliminate confusion.4. Entry into the niche segment – less competition.
BRAND ISSUESConfusion among the customers:• MUNCH- CRUNCH• Multi Flavours in KITKAT • Veg - Non-Vegs in MAGGI
Duplicating the brands:• KITKAT-KITCAT• Milkmaid - Milkmade
Withdrawal of few products in 2006
These are Nestlé Chocostick, Nestlé Butter, and Dust Tea, which have been discontinued from the market on the grounds that "they do not add value to the Nestle India brand”.
GM issues: Nestle India’s products like Maggi and infant foods were rejected on grounds of GM issues.