IMC PLAN FOR NESTLE MILKPAK

PRESENTED BY : MAIRA HASSAN UZMA KHZLID

ABOUT NESTLE PAKISTAN

Pakistan-based company engaged in manufacturing, processing and sale of food products, such as dairy, confectionery, culinary, beverages, infant nutrition and drinking water. The Company operates in two segments: Milk and nutrition products, which include milk based products and cereals; and Beverages, which comprise juices and water. The Company's products are traded under brands such as

NESTLE MILKPAK, NESVITA, NIDO, EVERYDAY, MILKPAK CREAM, NESTLE CREATIONS, NESTLE RAITA, NESTLE RIWAYATI MAZAA and NESTLE FRUITA VITALS, among others.

MISSION
Nestls mission is to provide the best food to people throughout the world.

VISION

The strategic priorities of Nestl milkpak are focuses on delivering shareholder value through the achievement of sustainable, capital efficient and profitable long term growth. Nestl milkpak envisions to grow in the shortest possible time into the number one food company in Pakistan. We envision the company to develop an extremely motivated and professionally trained Innovation and renovation. We aspire, as a respected corporate citizen, to continue playing a significant role in the social and environmental sectors of the country. Most innovative and fastest growing food company offering Products enjoyed in Every home every day.

NESTLE MILKPAK

Milk Pack was the first tetra pack introduced in Pakistan in 1981 with green and white packaging that is associated with Pakistans flag. It has recently highlighted the use of iron that has been added to the milk and communicated this in its advertising and packaging. The tag line also reads as making a stronger household. Over the last Twenty Eight years, the company's prime concern has been to improve the quality and volume of milk for UHT processing and for other milk based products. Today, Nestle MilkPak can boast of the largest milk collection network in the country, unmatched in size, productivity and efficiency.

IMC TOOLS FOR MILKPAK

Determining the Promotional Methods:
The method adopted by Nestl for introducing Nestl UHT Milk was advertising outdoor printed media for advertising like hording boards, new papers, posters etc.

RE LAUNCHING:
After thoroughly analyzing the reasons of presence of large number of competitors Nestle decided to relaunch it product with new packing and new statement BANAYE MAZBOT GHARANA

ADVERTISING (MAIN FOCUS OF MILKPAK)

Media opted for: Television, Bill Boards and Print
Media.

Slogan: Good food, Good life Theme: MILK FOR EVERY ONE Push VS Pull: At some stores there is push strategy
for the product whereas at some stores its pull.
Value Preposition: Best value for money. Marketing Strategy Used: Penetration strategy supported by product differentiation Core Benefit: Fulfillment Functional Benefit: Makes Energy

Promise & Support: BEST MILK FOR DRINKING

BROADCAST MEDIA
TELEVISION
Nestle

use 40% of their budget on the broadcast

media.
Television

is the major medium used for the advertisement.

Nestle has been playing commercials on the TV since they have launched the Nestle Milk pack.

Their Ads

cover all the lifestyles of the people.

Contd:
RADIO
Nestle is not only advertising on Television but they are also advertising on radio. They play the vocal ads on Fm 100 and 101. Advertising on radio is basically for the people who are on roads.

PRINT MEDIA
In the print media Nestle is using the following mediums to advertise.

Magazines & Newspapers

Nestle advertise in both magazine and newspaper on weekly and monthly basis.

BELOW THE LINE

Below the line includes following mediums of advertisement:

Direct mail Outdoor Transit Supplementary material

DIRECT MAIL ADVERTISING:

It is any form of advertising issued directly to the prospect, whether through the mail, fax, online computer services, salesperson, dealers or other means rather than through traditional mass media. Postcards Leaflets/ flyers

Folders / brochures

OUTDOOR
Nestle spend a big share of their advertisement budget on the out-door Advertisement, which includes:

Painted Billboards MMT Vinyl sheet Rotary Plan

COMMUNICATION PROCESS
Source:

The source provides the purpose for communication. This source should consist of ideas, needs intentions, information and purpose.

Here in this billboard the source is Nestle (The Company)

Encoding:

Translating the source into a code requires encoding. Encoding develops the information from the source into a code. Here in this billboard they are encoding that:

contd:

The Milk they are providing is so pure that it led you live a long healthy life because it provides you the real energy and calciums which in turn makes a strong family and they thank the customers who had faith in them.

Message

An encoded document would then express the purpose or message of the source, the message being that body of information necessary for sufficient graphic communication.
Here in this billboard the message is BANAYE MAZBOT GHARANA.

Contd:
Channel

The medium or carrier of the message would be the channel. choice of channels is often an important factor in the effectiveness of communication. Here the channel is billboard. Here the channel is billboard

Receiver

The receiver is the target of the communication. Mass Market is targeted as every-one take milk in daily life in different needs.

Contd:
Decoding

The receiver must have a set of skills and abilities necessary to decode information The receiver needs a decoder to understand the message. Here in this billboard the decoding is: Natural Beauty Healthy & Attractive Skin Fresh

Energetic
Bright Faces

Contd:
Noise/Interference:

Interference is the undesired outside influence that tends to prevent the completion of effective communication. The goal of any communication is to eliminate or minimize interference. In case of billboard we can only consider the traffic signal as source of noise.

Contd:
Response/Feedback:

The effectiveness of a communication is assessed when the source receives response. The feedback can be a tangible product of the communication and can lend itself to easy evaluation. We like to buy Nestls Milk because its purest form of milk.

SALES PROMOTION

sales promotion strategy is also used somehow, along with excessive advertising, discounts and incentives are given to the customers as well as the retailers and whole sellers on the following occasions especially. Ramadan offers Buy one get one free

Bundle packaging

INTERACTIVE OR INTERNET MARKETING

Internet advertising is done on a small scale in which pop-up come forward on kids websites and play station downloads. These create interest and fun in kids and promote the brand.

PERSONAL SELLING

Initially when Milkpak was launched, it was sold door to door as well to create awareness in the country people and especially in rural areas to drink pure milk without any impurities. But that was done for a short time period, as the company is producing a normal consumer well therefore; it had its basic push on massive advertising using almost all form of advertising.

CONCLUSION

Nestl' is continuously investing in it's Brands. From our report it is concluded that nestle has a good reputation as a strong consumer brand. 66% of the consumers use Nestls products regularly. 60% of the consumer's associate quality with Nestle. 57.3 % of the consumers prefers Nestle over other brands of pure water that are available in the market .

Contd:

66% consumers bought Nestle water because of its brand image which is of good quality products. This is also proved by the statistical and graphical analysis of the data obtained from consumers that they are quite satisfied from nestle pure water. Nestle formulating a good strategy and they are trying to go for mass-marketing.