A Dissertation Report

On

MARKETING STRATEGIES OF NESTLE

DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF

REQUIREMENT FOR THE DEGREE
OF

MASTER OF BUSINESS ADMINISTRATION

PREPARED BY:

BIKASH TIWARI

VU registration no: 0000 of the year 2016-2017

Year of registration: ……
Major specialization: Marketing
Name of Institute: EIILM, Kolkata

UNDER THE GUIDANCE

OF

(INTERNAL GUIDE NAME)

FACULTY, EIILM

SUBMITTED TO

March, 2017
 PREFACE

Nestle have different products in the market such as ,m Dairy product – Nestle milkind Uth milk, milk
ind butter , Nestle plain Yogart , milk cream , milk deshi ghee , Nestle every day , Nestle Nido,chocolate
Drink- milo powder , milo rtd, coffree , Nescafe classic – Nescafe forthe, Nescafefrappe, fruit drink- frost,
Nestle juices, Dietic and infant products-lactogen cerelac, Nestle rice, Nestle wheat, Neslac, Culinary
products – magi 2 minute noodles, Magi cold sauce.

The strength of pricing for nestle comes from its packaging or consumption based pricing . For Nescafe as
well as Maggi, Nestle offers a lot of sizes and package options . In super market, you can even find a 16
packet magi whereas in small retail shops, you can find 5hrs magi . Thus, with the variety available ,
customer can make his own choice based on his consumption , In other product like Kitkat, Munch, due
to tough competition from other companies . Nestle offers competitive pricing . You will find that Nestle
will be similar priced to many of Cadbury’s product in the chocolate segment .

Nestle follows the FMCG strategy of distribution which involves breaking the bulk . The typical
distribution strategy of nestle is as follows ,Manufacturing >>C& Fagent >> distributor >>Retailers
>>Consumers. These are two different forms of distribution which Nestle has . It is typical of any FMCG
company .However the Nestle channel is known to be strong with a good marketing and sales network for
channel distribution .

One of the most widely known tunes is the Nescafe tune, it was one of the best advertising campaigns and
was launched at least 2 decades back . However , that campaign brought Nescafe strongly in the market,
Nestle uses online promotion , television promotion , newspaper promotion for their product to promote.