Executive Summary
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. While strategy is the action plan to do something and hence,
Marketing Strategy is the managerial process of developing and maintaining a viable fit between the organization’s objectives, skills and resources and its changing market opportunities. The aim of marketing strategy is to shape the company’s business and products so that they yield targeted profit growth.
Nestlé Pakistan Limited is selected to study that how they have planned their marketing strategy for Nestlé Pure Life (water). Nestlé is a multinational food
Motto of Nestlé is “Good Food, Good Life”.
Objectives
* Nestlé does not favor short-term profit at the expense of successful long-term business development. * Nestlé recognizes that its consumers have a sincere and legitimate interest in the behavior, beliefs and actions of the Company behind brands in which they place their trust, and that without its consumers the Company would not exist. * Nestlé believes that, as a general rule, legislation is the most effective safeguard of responsible conduct, although in certain areas, additional guidance to staff in the form of voluntary business principles is beneficial in order to ensure that the highest standards are met throughout the organization. * Nestlé is conscious of the fact that the success of a corporation is a reflection of the professionalism, conduct and the responsible attitude of its management and employees. Therefore recruitment of the right people and ongoing training and development are crucial. * Nestlé continues to maintain its commitment to follow and respect all applicable local laws in each of its markets.
2.2 History (The story of Nestlé: From nutrition to wellness)
1866 -1905
In the 1860s Henri Nestlé, a pharmacist, developed a food for babies who were unable to