Professional Documents
Culture Documents
Topics to cover
Significant brand SWOT analysis Product market expansion grid Strategy for launching new product Marketing strategy Action programs Projected budget
Control Market segmentation Positioning Marketing mix (product, price, place and promotion) promotional mix Advertisement Public relation Sales and promotion Direct marketing conclusion
Significant brand
Nestle
ice cream that means a refreshing treat that every one loves The project is about introduction of Nestle ice cream in Pakistan. nestle ice cream just a magic
is the world's leading food company In recent years it has focused on becoming a nutrition, health and wellness company.
There
are small, medium and large manufacturers of ice cream in Pakistan as competitor.
labor. Educated staff. Large number of offerings. Arrangement of events. Good background of the company. Easy to approach outlets.
weakness
Sometimes
our product runs out of market due to shortage of labor and stocks Lack of awareness among the target market. Dependency on government for arrangement of events.
opportunities
The
biggest opportunity would be considered geographically Increasing interest of people Few and local competitors
Threats
Market
segment growth could attract new entrants. Economic slow down can reduce demand. It requires a heavy investment to increase market growth or to capture market.
Innovation Product
reach)
Communication
AWARENESS Capturing 60 % of target market within 1 year. Launching the product in summers. Opening different outlets.
Marketing strategy:
ACTION PROGRAMS:
We
will be acting for our operations by the following schedule. For the implementation of the plan we have divided the tasks to the respective staff that will ensure the implementation
Head Sales management The financial officers The process control officers there are Further staff
the Task force will work keeping in view the following major activities. The service is to be launched on 14th July 2009 The advertisement through cable and our magazine will be started one week before the launch. The first issue of the magazine will be distributed along with the English news papers on Sunday 24th of June 2009
Projected budget:
project
control
To
make sure that the whole marketing process runs smoothly we will be doing: Budget Monitoring Updating Plan Measuring Objectives
Market segmentation
We have divided our market into geographic, demographic, psychographic and behavioral segments. These segments will help us understand our market better
Geographic Segmentation :
We will be launching our product ( NESTLE ICE-CREAM ) initially at Lahore and Karachi.
Demographic segmentation:
The
demographic segmentation includes different variables It includes the age and Gender and other statistics
Psychographics Segmentation:
Lower class, Middle class, Upper class
Behavioral Segmentation:
This
segment includes people who are interested The People who are willing to buy The People who are not interested in the concept
Target
market:
Our
target market would be mainly Lahore and Karachi first. And our main targets in these two cities are youngsters of age 18-30.
Positioning:
We
will position our product as a high quality product consumer focused. Messages like
Who
knows your taste better than us, Nestle ice-cream now at your door step; Add additional flavors to your life
product is high in providing quality, taste and hygiene Our products will include: range of flavors , Modifying our products, affordable prices, appropriate ingredients
Actual Product
Our actual product consists of following attributes
name: The brand name NESTLE has a direct relation with food and beverages Features: services like sending our representatives to the door steps Quality: we provide are durable, healthy, fresh and long lasting Styling: Style and catchy designs are the most important aspects of our product
Brand
Price:
Our
pricing is done considering Our marketing objectives The economic conditions of our target market Pricing of our competitors The nature of our business
PLACE:
We
will be placing our product by different channels to hit the target consumers
Promotion
Our
promotional efforts will not only help attract the existing market but also create interest in new groups of people specially youngsters
Promotional Mix:
Following tools will be used in our promotion: Advertising Public Relations Sales Promotion Direct Marketing
Advertisement
Networks for advertise
Channel Of Distribution
Three
Competitors
Main
Walls
Yummy Igloo Hico omore
Public Relations
Build
good relations with customer Satisfy them Bring new opportunities to attract customer Create good relationship
Sales Promotion
By
Direct Marketing
Important
conclusion
Nestle is the world leading food company since many decades ago. it has been associated with providing high quality consumer and customers focus products .our company nestle will be focus on becoming the no 1 company in nutritious health and wellness company.
Thanks