MARKETING MANAGEMENT FINAL PROJECT

PREPARED BY:
SUBIKA KALEEM ARSALAN JAVED ZOYA SAJID (BB-25063) (BB-25079) (BB-25082)

PRODUCT:

PURE MILK

COMPANY:

NESTLE

PLAN:

INTRODUCING MILK PRODUCT FOR SAFE & HEALTHY LIFE

TABLE OF CONTENTS

Executive Summary Source of idea Segment and target market of your product Marketing mix strategies Product strategies should include type of product, unique features of you product name and slogan. Pricing strategies should include type of pricing strategy and the pricing method. Promotional strategies should include media selection for your product and sales promotion method. Place strategy should include distribution channel for the product.

REFRENCES

Executive Summary
Pakistan is an agricultural country. According to Ministry of Food, Agriculture and livestock, agriculture accounts for 20.9 percent of the GDP. Dairy industry contributes 49% to the agriculture value and 11% to the GDP. Annual production of milk is 35.25 Billion liters in the country; But the Processed milk is only 4% of the total production. Like other countries Dairy is not a dedicated profession of the people, farmers is associated with dairy and agriculture at the same time, Profitability for the farmers is very less. Infrastructure is not developed, cooling tanks and other facilities are not available, and the large part of milk production is wasted. There is a multi-hierarchal distribution system of the milk; the farmers are not getting reward of their work. All these factors are making this industry unattractive for the farmers and the industry is no developing up to the mark.

Only 4% of the total milk production is processed and used in urban areas of the country. According to Pakistan Dairy Development Authority Only 0.52 Billion liters UHT and 0.5 Billion liters pasteurized milk is available in the country. In urban areas 4.7 Billion liters milk is provide by Gawalas. 1.27 Billion liters processed milk is sold by the milk shops. There is a potential of about 5 billion liters of milk sold in the urban areas. In urban areas people are more health and quality conscious, the income level of urban population is also good so this segment has potential for UHT and Pasteurized milk. Nestle is the world largest food company and nestle Pure milk is Nestls famous UHT milk brand. Nestle Pure milk has south Asias biggest Plant at Kabirwala. It is targeting upper and middle class. It is differentiating its brand by adding Iron and Vitamin C.

Source Of Idea
No company is focusing the people of rural areas. Maybe the marketers thinks that the product will fail on the rural areas as the people of the rural areas are conscious and not favor the products of the company as compare to their own products. According to this situation we decided to capture the people of rural areas by showing that we care for them. Its not easy to make them our customer but in future if it will done so it will make so much profit for the company.

Segment and Target Market of the Product