Juice Manya

BRAND AUDIT

STRATEGY BRAND MANAGEMENT

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TABLE OF CONTENTS

|No. | Particulars |Page |

|1 |Executive summary |3 |

|2 |History and Introduction |4 |

|3 |Mission and vision |10 |

|4 |Value chain Analysis |12 |

|5 |Pest analysis |19 |

|6 |Market analysis |22 |

|7 |Competitor analysis |24 |

|8 |Swot analysis of nestle juice |27 |

|9 |Porter five model |30 |

|10 |Analysis of buying behavior |33 |

|11 |Hierarchy of goals |35 |

|12 |Marketing segmentation |35 |

|13 |Positioning |36 |

|14 |Product strategy |37 |

|15 |Communication strategy |38 |

|16 |Budget |40 |

|17 |Distribution strategy |41 |

|18 |Price strategy |42 |

|19 |Sale forecast |47 |

Executive summary

Nestle foods was established in 1866. Since then it has continued to provide quality products to its customers with products and packaging innovations. Nestle juices is Pakistan's number one and fastest growing food company. The company is trying their level best to differentiate themselves from other local companies and trying to win the competition in juice industry by adopting the modern trends and technologies in both operational fields as well as in marketing of their products.

In this detailed project we covered all most all the topics related to the marketing plan. First of all we presented the companies' history and introduction which included the year of formation and certain steps the resulted in the today's form of Nestle. We describes value chain analysis PEST analysis about nestle juices and our brand competitor .And the next step we do experiment about SWOT analysis who its effect on our brand .so we described MARKET analysis, competitor analysis, analysis buyer behavior , hierarchy of organization goals and the next step to STP of nestle company ,so we explain product strategy , price strategy and distribution strategy ,communication strategy and other things related to a marketing plan such as marketing budget and last of our project sale forecast for last 5 year.. Innovative technology, , Globalization, Matrices, , Financial Review, Porter's five model, Industrial analysis, Five Ws and Future Plans Of Company.

SITUATION ANALYSIS

INTRODUCTION AND HISTORY OF COMPANY

History

In the 1860s Henri Nestlé, a pharmacist, developed a food for babies who were unable to breastfeed. His first success was a premature infant who could not tolerate his mother's milk or any of the usual substitutes. People quickly recognized the value of the new product, after Nestlé's new formula saved the child's life, and soon, Farine Lactée Henri Nestlé was being sold in much of Europe.

1905-1918

In 1905 Nestlé merged with the Anglo-Swiss Condensed Milk Company. By the early 1900s, the company was operating factories in the United States, Britain, Germany and Spain. World War I created new demand for dairy products in the form of government contracts. By the end of the war, Nestlé's production had more than doubled.

1918 -1938

After the war Government contracts dried up and consumers switched back to fresh milk. However, Nestlé's management responded quickly, streamlining operations and reducing debt. The 1920s saw Nestlé's first expansion into new products, with chocolate the Company's second most important activity

1938 -1944

Nestlé felt the effects of World War II immediately. Profits dropped from $20 million in 1938 to $6 million in 1939. Factories were established in developing countries, particularly Latin America. Ironically, the war helped with the introduction of the Company's newest product, Nescafé, which was a staple drink of the US military. Nestlé's production and sales rose in the wartime economy.

1944 -1975

The end of World War II was the beginning