Group 8 BBA-F

Members: Asif Sardar Ali

Muhammad Shoaib
Umme Rubab
Zia Ur Rehman

Marketing Presentation


Contents
Introduction
History
Marketing Mix
Segmentation
Targeting
Positioning
Competitive
Strategy
Conclusion





Nestle is the largest food company
of the world and 5
th
largest company
overall.

Annual sales in 2009 were $120 Billion.

Nestle has almost 6000 brands and 450
factories worldwide.

Its business segment includes Milk,
Cereals,coffee,Mineral water, Juices, ice
cream, chocolates, etc

Nestles famous brands are Milk Pak,
Nescafe, Cerelac, Nido,KItKat etc
Haleeb Foods is one of the
leading local packaged food
companies of Pakistan.

Its operating in following business
segments UHT Milk, Cream, Juices,
Powdered milk and butter.

Haleeb foods core business is milk and
related dairy products.

Haleebs main market is Pakistan but it
also exports food products toSouth
Asian and middle east countries.
History

Nestle was founded by Henri Nestle in
1867

1905 Anglo-Swiss condensed milk
Company merged with Nestle to form
Nestle-Anglo Swiss condensed milk
company.

1977 current name Nestle was adopted.

1988 Nestle started its business in
Pakistan by the acquisition of Milk Pak
Limited.

2007 Worlds largest Milk collection plant
was established at Kabirwala Pnjab.
Haleeb Foods started its business in 1984
with name Chaudhry Dairies Limited near
Lahore.

1989 established equity partnership with
CC Friesland.

1998 entered in franchise agreement with
Cedilac France.

2004 Changed its Corporate name to
Haleeb Foods

2004 started its fruit juices business under
Tropico Nectar brand.

2005 another production plant established
at Rahim Yar Khan.


Marketinng mix

4 Ps:

Product
Price
Promotion
Placement
Product
Nestls products are very wide spread in
range. Nestle has almost 6000 brands.
The products includes: milk coffee, bottled
water, cereals, infant food, beverages,
chocolates, yogurt, cream

MilkpakKit Kat,Crunch, Milkybar/Galak,
Tollhouse

Nestea, Nescaf, Tasters Choice, Nesquick, ,
Libbys

Deer Park, Ice Mountain, Pure Life, etc
Product
Haleeb foods different segments includes UHT
Milk,Dairy products and Juices.

Main Brands of Haleeb are:

Haleeb Milk, Dairy queen, Nrish,,Good
Day,,Tropico Nectar, Skimz etc
PRICE

Flexible prices are the key factor of
success of Nestle in global markets
while maintaining its quality.

Their marketing strategy includes a
wide range of pricing strategy, and
by doing this they can maintain their
product rates at a sustainable
position.

fruit juices are affordable to low
economy class and expensive tin
packed beverages are also doing
business in the market.

Bulk purchase discount is also
provided at the whole sale markets
as well as at the market stores.


Haleeb Foods products are priced
keeping in view the buying power of
middle income and high icome social
classes of society.
Haleeb Foods shares a justifiable
percentage with retailers to maintain
and expand its market share.

price variations are also made at
religious festivals

Bulk purchase discount is also
provided at the whole sale markets.
Place
Nestle is running globally, its setup
being run in 86 countries. So, the sales
are also done globally .

Nestle has a very strong supply
chain network.

Nestle products are available in
almost all countries of the world.

In Pakistan Nestle products are
mainly consumed in Urban areas.

Nestle products are available in
almost every retail and whole sale
shops in Pakistan.

The main focus of Haleeb Foods is
Pakistani market but exports are also
made to South asian and middle east
countries.

Haleeb foods products are available in
all over Pakistan but it dont have a very
well planned distribution network as
compared to its competitors.

The non-dairy products of Haleeb are
mostly consumed in Urban areas.

Nestle gives utmost importance to
marketing. In 2009 Nestles annual
advertisement expenditure was $2.62
Billion making it worlds #5

top advertiser.

Promotion strategies of the company are
very well planned and they always pay
multiples of the expected amounts.
Advertisement is done on electronic and
print media along with sign boards and e-
marketing.

Nestles limited economy offers boost up
the popularity of brand especially in the
case when new induction to the market is
made.

Advertisement by Tetra Pak is also
indirectly contributing to promotion of
Nestles Products



Haleeb Foods lacks a consistent
promotional strategy.

Advertisement is done through
electronic and print media but also
much focus is on sign boards
There is almost no e-marketing by
Haleeb Foods.

Festival based promotion is very
common by Haleeb Foods.
Advertisement by Tetra Pak is also
indirectly contributing to promotion
of Haleebs Products

Segmentation

Geographical:
Nestle provide huge range of products
mainly for urban areas population.

Demographic:
(i)-Nestle product: Mainly designed to
cater the needs of middle and upper
class families based on income
(ii)Age: nestle has huge range of
products for all age groups from kids to
old people

Geographical:
Haleeb main focus is on urban areas
urban areas of Pakistan but for its milk
sector it also focuses on rural areas

Demographic:
(i)-Income: Haleeb products are mainly
designed to meet the needs of middle
and upper class families
(ii)-Age: Haleeb do not have any baby
food products to serve the child
population. Its mainly focus on youth and
mature segment of market

Targeting
Nestle targeting is based on
differentiated marketing

They manufactures separate
products for each segments
customers

Haleeb targeting is based on
undifferentiated marketing

They do not manufacture separate
products for different segments
customers

Positioning
Khalis he sub kuch hai,

Good food Good life,
Banaye Mazboot gharana
Jaan banao.


Nestles strategy made room for it in
getting through all potention segments
of the market & building strong brand
loyalty
Chai banye khob haleeb

Haleeb has been positioning its product
by usage.
Brings you the best
Haleeb positioning is not so affective as
compare to nestle.

Haleeb lacks strong brand loyalty.
For example for its milk sector: it only
focused on tea usage






Competitive Strategy
Nestle main competitors in Pakistan
are engro foods,Haleeb Foods

Nestle is focusing on all food
segments

Nestle maintain and extends its
market share by following brand
extension.

Haleebs main competitors in
Pakistan are engro foods and
Nestle.

Haleeb Foods main focus is on dairy
segments

Haleeb adopts line extention
strategy to maintain its market
share

Conclusion
We have taken nestle as standard because it has greater market share and huge variety
of products.
We chose Nestle & Haleeb Foods because we wanted to compare a multinational and a
local company.

Nestle is growing its market share by more focus on advertisement and brand extension.
Haleeb is far behind nestle this context thats why its market share is less than Nestle.
Questions