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Executive Summary
Our project was aimed at studying the marketing mix of products marketed by Nestlé India there by understanding the concept of 4P’s better. It details how Nestle has marketed its product in India. Nestlé India has divided its product portfolio into four different segments, namely-
Milk Products and Nutrition,
Chocolates and Confectionery,
Beverages, and
Maggi (noodles, soups and ketchups).
Separate marketing mixes have been developed for these four different segments. The pricing, promotion techniques used and place of marketing and of course the product of one segment are very different from products of another segment. Therefore, we also decided to divide our project coverage into four different sections to cover the segments separately. Besides this
Apart from the secondary research from newspapers, journals and the inter-net, we have interacted with some officials concerned with these things, present at Nestlé India, Gurgaon. All this has helped us in our extensive study of the marketing mix of various Nestlé India products.
History of Nestlé
Nestlé S.A. is a multinational packaged food company founded and headquartered in Vevey, Switzerland, and listed on the SWX Swiss Exchange with a turnover of over 87 billion Swiss francs. It originated in a 1905 merger of the Anglo-Swiss Milk Company for milk products established in 1866 by the Page Brothers in Cham, Switzerland, and the Farine Lactée Henri Nestlé Company set up in 1866 by Henri Nestlé to provide an infant food product. The two world wars both affected growth: during the first, dried milk was widely used but the second war caused profits to drop by around 70%. However, sales of the instant coffee Nescafé were boosted by the US military. After the wars, growth was stimulated by acquisitions expanding its range and taking control of several well known brands, so they now include Maggi, Thomy and Nescafé that are known globally. It is the world's largest food company, with Kraft Foods being second.