SALU P KUMAR B1163 MBA B
Oct 21, 2014
SALU P KUMARB1163MBA B
ABOUT NESTLE Nestlé's relationship with India as The Nestlé
Anglo-Swiss Condensed Milk Company Ltd. Dates back to 1912.
Nestle India is a subsidiary of Nestle S.A. of Switzerland.
Ranked 78th as per economic times brand equity ranking (62 during last year)
Today,Nestle is the world's largest and most diversified food
company.
Nestle India is engaged in the manufacturing, marketing, exporting
and sales of food and beverages.
It has seven manufacturing facilities and exports its products to
Russia, Australia and Africa.
Nestle India had a annual sales of over 5000 crore last year and has
been enjoying a growth of around 20 percent in the last 2 years.
Values- security, maternity and affection, nature and nourishment,
family and tradition
PRODUCTS Nestle has 8000 diverse range of products which includes :
a) Milk Products
b) Nutrition Products
c) Beverages
d) Prepared Dishes
e) Chocolates and Confectionary
f) Bottled Water This makes Nestle the most diversified food product
company. Some famous brands include: Nescafe, Maggi, Milkybar,
Milo, Kit Kat, Bar-One, Milkmaid and Nestea,Nestlé Milk, Nestlé Slim Milk and Nestlé Fresh.
PRICE Nestle is targeting mainly the middle income
group And therefore prices of their products are
economical and affordable Usually price is made considering the competition
and the value consumer give for the product
PLACE Distribution network of nestle products are too
high Nestle products are easily available across the
length and breadth of India The products are available in all type of retail
stores in india From hyper markets to kirana stores
PROMOTION Uses wide promotion techniques Heavy television advertising is an important
promotion strategy used by nestle Uses the personal selling and public relation Promotion is also done through visual
merchandising
STP
SEGMENTATIONNestle has products for all segments. And segmentation differs based on each product.Usually segmentation is done on the basis of age TARGETINGNestle targets mainly the middle income group. POSITIONING "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to nigh
BRAND IDENTITY
PHYSIQUE Highly recognizable logo of birds nest
RELATIONSHIPRelated as a food partner. Nestle products are highly associated with Indian food habits
REFLECTIONStands for taste , health and purity
SELF IMAGENutrition and healthTrying to keep an honest image and as a trustable brand. Symbolizes maternity and affection
CULTUREImportant part of indian food habits and at the same time has an international image.A part of family and tradition
PERSONALITYCreative , healthy , innovative, honest and trustworthy , affectionate
BRAND LOYALTY Long standing familiarity with brands Like kit Kat , Nescafé Easy availability also added to the brand
loyalty One among the most popular brands in
India One among the daily used products in
india
SERVICES : TATA DOCOMO
Tata DoCoMo is from Tata Tele services LTD Tata DoCoMo marks a significant milestone in
Indian telecom land space First mobile service provider to have second pulse
tariff “ anywhere” in Japanese Expanded as do communications over the mobile
network Ranked 9th as per economic times brand equity
ranking
Pan India license as GSM operator Started in November 2008 with 18 circles With NTT DOCOMO Which is the worlds largest japan based telecom
company The first company to commence 3G services
besides BSNL
Had the largest number of demand of SIM Cards
allover the state where an customer statistics were
taken as 10persons / min.
Cheapest network cost ever.
Short time famous firm.
Cheapest VAS
TARGET GROUP
Adopting a multi segment approach Offering services of differentiated
products to their respective markets Home calling cards for getting
connected to other nations Cheap internet offers for youth Facilities for circle users
POSITIONING First in the market for pay per second First in the market for pay per site Schemes like listen to your songs when
dial others Positioned as “ value for money” brand
PRODUCTS AND SERVICES Internet services Voice solutions Data and networking solutions Business solutions Cloud services
PRICING Attractive pricing offers First in the market to offer pay per sec Which was later adopted by the
competitors
PROMOTION STRATEGIES High advertisement campaigns through Tvc Use of bill boards for promotion Use of social media for promotion Personalized and innovative advertisements
Ranbir Kapoor was the brand ambassador for Tata
Docomo
Ads was aired at the time of IPL to compete with
Vodafone
Do the new Campaign
Airport Wi-Fi entered into an exclusive partnership
with GMR Airports to offer WiFi services at Terminal 3
of the Indira Gandhi International
Airport in Delhi and the Rajiv Gandhi International
Airport in Hyderabad.
COMPETITORS Airtel Idea Aircel Bsnl vodafone
BRAND IDENTITY Brand slogan : Do the New; Because Life
changes in seconds High brand visibility Youthful brand and high youth appeal Catchy brand name and jingles.
BRAND PERSONALITY Youthful Innovative Dynamic Uniqueness friendly
THANK YOU ….