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NUPUR HARDE
NIHAR RANJAN PRADHAN
B H AV E S H A G A R WA L
C . B H A R AT S I M M A R E D D Y
PIYUSH SINGH
S H I VA M YA D AV
INTRODUCTION
• N ES TLE WA S F O U N D ED BY H EN R I N ES TLE I N
1 8 8 6 IN S WI TZER LA N D .
• BY 1 9 1 0, C O M PA NY H A D FA C TO R IES I N U S , U K ,
G ER M A NY, A U S TR A LI A, S PA I N .
MICRO-DISTRIBUTION IN BRAZIL
• Brazil was the first market where Nestle started a regionalization unit to develop
products.
• The product developed in these units were known as PPPs ( Popularly positioned
products).
• Existing distribution system were not designed to distribute products in the quantity
demanded by the target consumers in urban slums called Favelas.
• In order to address the issue, Nestle came up with distribution system called Nestle ate
voce.
• Micro-distributor recruited reseller who were women from Favelas, who peddled
Nestle product in their neighbourhood.
• Further micro-distribution in country, Nestle launched the floating supermarket that
targeted inaccessible village in the amazon.
RETAILING
• RE TA I L IN G I N CL U D E S A L L A CT I V I TIE S D I RE CT LY RE L AT E D TO S A L E S
O F G O O D S A N D S E RV I CE S TO T H E U LT I MATE CO N S U ME R.
• CO N S U ME RS BE N E F I T F RO M RE TA I L ING I S T H AT RE TA I L E RS P E RF O RM
MA RK E T I N G F U N CT I O N S T H AT MA K E S I T P O S S IBL E F O R CU S TO ME RS TO
H AV E A CCE S S TO BRO A D VA RI E T Y O F P RO D U CT S A N D S E RV I CE S .
TYPES OF RETAILING
• Store Retailing
• Non-store Retailing
1) Direct marketing
2) Direct selling
3) Automatic vending machine
4) Buying service
• Corporate Retailing
THE RETAIL ORGANISATION
• Corporate chains
• Consumer cooperative
E-Retailing
• Electronic retailing is the sale of goods and services through the
Internet.
• Nestle used Non store retailing in the BOP segment by recruiting the people
among who sold products like drinks, candy and flowers among the community.
• There were Micro distributors who appointed Resellers who had lived in the
neighbourhood for at least 5 years and were trusted by the community.
• The Micro distributors and Resellers were trained on different food groups and
they could advise the customers about the combination of food they need to eat.
Commodity Vs Branding
•BRANDS CONNECT WITH EMOTION.
Commodities Connect on Price