1 “Project On Nestle Company” Submitted To: Mam Fareeha Submitted By: Muhammad Naeem Roll Number: 0364-BH (E)-ECO-18 Course Title: Introduction to Business and Entrepreneurship (BAF-2201) Bsc (Hons.) in Economics Session 2018-22 Department of Economics Government College University, Lahore O1 July, 2020 1 2 Contents Introduction: .................................................................................................................................................. 4 Mission/Vision ........................................................................................................................................... 4 Market Classification ..................................................................................................................................... 6 Marketing Ps .................................................................................................................................................. 6 Products: ........................................................................................................................................................ 7 Beverages:.................................................................................................................................................. 7 Milk and milk products: ......................................................................................................................... 7 Price: .............................................................................................................................................................. 9 Place: ............................................................................................................................................................ 10 Promotion/ Advertising strategy: ................................................................................................................ 10 People: ......................................................................................................................................................... 11 Process: ........................................................................................................................................................ 11 Physical Evidence: ........................................................................................................................................ 12 Market segmentation .................................................................................................................................. 12 Bases for segmentation ........................................................................................................................... 12 Geographical area: ............................................................................................................................... 13 Demographic age: ................................................................................................................................ 13 Psychographic: ..................................................................................................................................... 14 Behavioral benefits: ............................................................................................................................. 15 Target marketing ......................................................................................................................................... 15 Differentiated: ......................................................................................................................................... 15 Positioning strategy ..................................................................................................................................... 15 Product differentiation: ....................................................................................................................... 15 Channel differentiations: ..................................................................................................................... 16 Image differentiations: ........................................................................................................................ 16 People differentiations: ....................................................................................................................... 16 Service differentiations: ....................................................................................................................... 16 Channel of distribution ................................................................................................................................ 16 Types of distribution ................................................................................................................................ 16 Agents .................................................................................................................................................. 16 Distributor & Super stockiest............................................................................................................... 16 2 3 Mange Area.......................................................................................................................................... 16 Re-distributor ....................................................................................................................................... 16 Wholesaler & retailer........................................................................................................................... 17 Market Communication ............................................................................................................................... 17 Two types of promotion .......................................................................................................................... 17 Trade promotion .................................................................................................................................. 17 Consumer promotion .......................................................................................................................... 18 Conclusion .................................................................................................................................................... 18 Bibliography ................................................................................................................................................. 19 3 4 Introduction: The pharmacist Henri Nestles in 1867 founded Nestle Company, which is one of the world’s largest beverage and Food Company, in Switzerland. It’s held-quartered in Vevey, Vaud, Switzerland. It is a public type and food processing industry. The maximum of Nestle is “good food good life” in 1905 Henri Nestle his Nestle company merges with Anglo-Swiss to form a new Nestle group. Henri Nestle in 1867 launched his ‘farine lactee’ (floor with milk) in Vevey Switzerland. It is a mixture of cow’s milk, sugar and wheat flour. Nestle developed for consumption. In this time he started, iconic, Nest, logo in 1875.Three local business man had by Henri company and factory from Henry Nestle. They expand production and sales due to high skilled workers and chemist. In 1904 first time Nestle besom selling chocolate due to over expert sales for Peter & Kohler. It has 447 factories in 194 countries employing 3, 39,000 people in their company. Approximately 230,000 had employed from worldwide with & 71.7 billion in sales. During year by year Nestle company is increasing different variety of products. Mission/Vision The world top processing brand and food has most effective mission and vision statements. Mission: Nestle company mission is “good food, good life” to consumer for their best consumption, best taste and having most nutritious choices in the largest range of food and beverage like drinks 4 5 categories and occasions. It is a world’s leading health, wellness and Nutrition Company. It is indicates that Nestle company put their customers at high top of the level, major points of this: (i) Improving lives (ii) Boosting health (iii) Improving communities Vision: The vision statements of Nestle company is “ to be a leading nutrition, health and wellness company delivering improved shareholder value by being a preferred corporate citizen, preferred employer supplier selling preferred products” the following two components based on this statements: (i) Delivering improved values (ii) Be a leading company Due to long experience Nestle has learned the art leadership. 5 6 Market Classification If we talk about market structure, than Nestle is Monopolistic competition where many sellers each produce similar but different type of products. Nestle as a global company approximately a heterogeneous consumer market because people belong to different regions and having different taste, needs, and preferences. Marketing Ps The 7Ps of Marketing mix: (i) Products (ii) Promotion (iii) Price (iv) Place (v) People (vi) Process (vii) Physical evidence 6 7 Market mix of Nestle Company tells us or shows us about its product line. Products: It has 8,000 brands with wide range of products across the market. Nestle have various verities of product which satisfy to consumer. In the market company have high range product line which are best qualities different types of products Nestle provide ot5her countries due to their demand. Their products are less costly. Company has strong graft on products. Nestle having own brands. Beverages, milk and milk products,