Nestle Profile

Topics: Juice, Fruit, Pasteurization Pages: 9 (824 words) Published: December 23, 2014


Assignment : 01

Topic: Presentation of FRUITA VITALS & their Competitors

Reg: Fa11-Mba-004
Submitted To: Dr. Waseem Ikram
Submission Date: 16th Sept, 2014

Juice Consumption:
Pakistani people consumed 2,500,000 liters of juices each month. Nestle Profile
Nestlé Pakistan Ltd. is a food processing company, which is engaged in the manufacture and sale of food products in Pakistan. It operates through two segments: Milk & Nutrition Products and Beverages. The Milk & Nutrition Products segment comprises of milk based products and cereals. The Beverages segment includes juices and water. Its products include dairy, confectionery, culinary, infant nutrition, beverages, drinking water, breakfast cereals and juices. Nestlé Pakistan was founded in 1988 and is headquartered in Lahore, Pakistan. In 1996 Nestle installed a juice plant of Polo Mint in Pakistan and start producing Orange Juice. By year 2000 Orange juice expanded to Mango and after that Orange + Mango. Now we have a wide range of Fruita Vitals Flavors.

Product:
Nestle fruita vitals
(Premium Product)

Product category:
Beverages
(Tetra Pack Juices)
Slogan:
Real Taste Real fruita vitals
Market Share:
45%

Product
Flavors
Pack Size
Price
Nestle Fruita Vitals
Berrylicious Nectar
1000 ml
Rs.150

Apple Nectar
250ml/ 1000ml
Rs.30/Rs 150

Orange Nectar
250ml/1000ml
Rs.220

Mango Nectar
2500ml/1000ml
Rs.30/Rs150

Guava Nectar
250ml/1000ml
Rs30/Rs150

Pine apple Nectar
250ml/1000ml
Rs30/Rs150

Peach Nectar
250ml/1000ml
Rs30/Rs150

Pomegranate Nectar
1000ml
Rs 200

Chaunsa Nectar
250ml/1000ml
Rs30/Rs150

Red Grapes Nectar
250ml/1000ml
Rs30/Rs150

Orange +Mango Nectar
250ml/1000ml
Rs30/Rs150

Orange + Carrot
(Will be available soon)

IMC Strategy:

Adds in TV

News papers, Magazines

Billboards

Internet

BUDGET:

Rs9413424
Rs.17703360
Rs.25600000

RANKINGS:

*****
****
****
*****
Total promotional Budget=

Rs.52716784
Target Audience
Youth/Students
Children
Aged People

Competitive Advantage:
Company worldwide image.
Quality Conscious
Market Leader
Strong HR Department
Offering Wide Range of Flavors
Continuous Product Innovation
Good Marketing skills & Services

2) Shezan:

Shezan International Limited manufactures, trades in, and sells food products in Pakistan and internationally. The company operates in two segments, Juices and Drinks, and Others. Its products include juices, pickles, ketchup, sauces, jams, etc. derived from fresh fruits and vegetables. The company offers juice drinks in bottled, as well as tetra pack packing. It also offers various recipes, syrups, vinegar, quench, squashes, mango nectar, and Ispaghol. The company offers its juice products primarily under the All Pure and Twist names. Shezan International Limited was incorporated in 1964 and is headquartered in Lahore, Pakistan.

Product:
Premium
Slogan:
No Drama Buss All Pure
Market Share:
35%

Product Category
Packs size
Flavor
price
IMC Strategy
Ranking
Competitive Products
Budget
Competitive analysis
Beverages
250ml/1000ml
Orange
Rs25/Rs125
Billboards
****

Shezan has its own fruit farms.
Tetra pack juices

Mango
Rs25/Rs125
TV Ads
****
Nestle

Operates earlier than nestle.

Apple
Rs25/Rs125
News paper
***
Fruitian

Better Understanding of Country Culture

Grapes
Rs25/Rs125
Magazines
***
Slice
Rs. 78.926 million
Best distribution Channel

Guava
Rs25/Rs 125
Internet
****

Cost effective

Pineapple
Rs25/Rs125

Target Market:
Young Generation
Kids
Adults

3) FRUITIAN:

Citropak Limited has launched its first consumer product by the name of Fruitien in Pakistan. Fruitien is a premium quality brand in fruit juices and nectars entering the Pakistani market with 7 tempting variants.

Initially, Citropak will be launching Fruitien with a 100%...
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