Business Plan

Product NestPalmo Cooking Oil launched

under the umbrella of successful company Nestle has capability of acquiring a major market share, because already a successful brand name of company is prevailing in the minds of consumers.

 Founded by Henri Nestl Worlds biggest Food and Beverage Company

Developed first milk product in 1867

Merger with the Anglo-Swiss Condensed Milk Company.

MISSION STATEMENT
Nestls mission is to provide the best food to people

throughout the world. NESTLE CORE VALUES

The Nestl global vision is to be the leading health,

wellness, and Nutrition Company in the world. Nestl Pakistan subscribes fully to this vision.

 EDIBLE OIL INDUSTRY (3 SEGEMENTS)

Group 1(Premium Segment)
Group 1compromises of 6 oil companies that have

formed an oligopoly.
This group includes Dalda, Seasons Canola, Habib, SoyaSupreme, Eva, Foreign Brands

 Group 2(Popular Segment)

This group includes, Kisan, Kashmir, Manpasand,

Sufi, Meezan and Rafhan

Upper middle/lower middle class mostly prefer such brands.

Group 3 (Lower Segment)

This group includes Loose oil, Family, A-1, Gulab,

Zaiqa and Sultan.

 The statistics of the total edible oil market with a clear

indication of the market leader is as follows:

Dalda 9% Habib Cooking Oils 7% Soya Supreme 4% Tullo-3% Seasons 1% Non branded/small local brands 69% (includes all those companies that either do not have a brand name as such, or they do have a name but it is not established)

The procedure that is adopted by all manufacturers of

edible oil is given as follows. However organizations modify the processes to suit their requirements.
Step # 1: Blending of different oils in different quantities. Step # 2: Refining the blended oil. Step # 3: Packaging. Step # 4: Marketing and Sales

STRENGTHS
Skilled labor. Educated staff. Large number of offerings. Pre purchase virtual display. Arrangement of events. Good background of the

WEAKNESSES
No any experience regarding

company. Easy to approach outlets. Physical evidence

product manufacturing and marketing of it. Lack of awareness among the target market. Selection of proper candidate for a job will be a difficult task. Cost of manufacturing a product will also be critical and may cause to charge high price from customers at initial level.

 Opportunities
Quick penetration in

Threats
Major player may enter

market due to strong brand image and brand equity Company is able to eliminate the competition because competitors lack such brand equity in comparison with Nestle.

target market Legal and ethical issues, regarding ingredients and manufacturing process of product. Market segment growth could attract new entrants. Economic slowdown can reduce demand.

COMPETITOR ANALYSIS

Abdul Ghafoor Kassim Acp Oil Mills (pvt) Ltd. Adeel Hamza Oil Ind. Ahbab Oil Industries (pvt) Ltd. Ahmad Oil & Ghee Mills (pvt) Ltd. Ahmad Oil Industrieds (pvt) Ltd. Al-hamd Edible Oil Industries (pvt) Ltd. Al-hashmi Brothers Oil Industries Ltd.

Atta Oils (pvt) Ltd. Baluchistan Oil Mills (pvt)

Ltd. Bashir & Co. Bengal Oil Mills Ltd. Ayesha Cooking Oil Mills (pvt) Ltd. Al-hilal Vegetable Ghee Mills (pvt) Ltd. Allied Oil Traders

 DEMOGRAPHIC SEGMENTATION

(a) AGE:
Under 25, 25-45,over 45

(b)Gender:
Male, Female

(c) Income:
A-B C households with class A households having the highest

income and class B the Middle Income Group and C the Low Level Income class

PSYCHOGRAPHIC SEGMENTATION:

(a) SOCIAL CLASS:

A-B-C households A being upper class and B being the Middle

class and C the Poor Tier

 (a) Purchase Occasion:

Regular occasion Special occasion

(b) Benefits Sought:

Quality Service Economy

(c) User Status:

Nonuser Ex-user Potential user Regular user None Medium Strong Absolute

(d) Loyalty Status:

Personalized Marketing ( Experiential Marketing) Event Marketing (Food Festivals) Sponsorship Celebrity endorsement ATL ( TV Advertising)

Making people aware about palm oil, its nutritious

value, taste and benefits. Focusing price, taste and unique selling propositions while developing marketing campaign. Building brand proposition to different consumers according to their perception. Creating customer loyalty and making customer delight by proper quality assurance campaign.

 Product (Brand name)

The brand name NESTLE has a direct relation with food and

beverages as the name comes in mind the person things of nothing but a quality products. The brand name is easy to read and pronounce at the same time stylish and attractive NestPalmo Cooking Oil.
Palm oil is obtained from the fruits of Oil Palm tree (Elaeis guineensis). It is obtained from the outer fleshy part of the pulp called (mesocarp).

Price After analyzing theses limitation best strategy in start will be going for cost-bases pricing strategy that would include:

Design the product Determine the cost Set price based on cost and finally convince buyers of products value to pay for additional marginal

 PLACE
Our first target will be the big cities of the, in case of

failure of product the invested could be reversed and the distribution will be Effective distribution chain through a complex network of C&F agents, wholesalers/stockists &retailers (kirana shops, supermarkets).
Promotional Mix:
Following tools will be used in our promotion: Advertising Public Relations Sales Promotion

Direct Marketing

 Responsibilities of the Team

Marketing Head will be responsible to coordinate all the marketing activities happening. Sales management in this the management is responsible for the activities related to sales such as discounts and other sale promotions. The financial officers keeps record of the marketing budget and the distribution of budget allocated for various areas by the head. The process control officers make sure that all the process involved in the service is performed efficiently.

 To make sure that the whole marketing process runs

smoothly we will be doing:

Budget Monitoring Updating Plan Measuring Objectives

Value drivers

We provide the best packing option by the following manner:

Plastic bottles Steal coded seals Convenient to use

 Nestl is the world's leading food company. Since many

decades it has been associated with providing high quality, customer and consumer focused products. Our new brand NestPalmo Cooking Oil will prove to be number one brand in category of cooking oil through its quality and performance and eliminate major competitors from market. We will take pride by setting consumer satisfaction our first priority and we will be successful in the upcoming years.