Auditing Of The Marketing Strategies Adopted By Nestle To Promote Its Milk Product Line In Pakistan

Abstract

Packaged milk industry is a fast growing industry in Pakistan. Nestlé, presently is losing share at the hands of competitors and is engaged in differentiation and value-pricing strategies. Stiff competition from local players and changing consumer preferences are the main hurdles in Nestlé MilkPak’s efforts to regain its market leadership position in the industry. During our research we were able to access the lapse of largest and pioneer tetra milk pack company; Nestlé MilkPak Pakistan in this sector and opportunities that are ahead of them. We endeavor to identify the compatibility of the company's basic marketing strategies to its resources, structure of the company and ultimately the milk industry, and finally about implementing their strategies and staying abreast with everyday engorging competition. Through the analysis we determined that there is a need for a change in the dimensions and workings of Nestlé and how it can retain its position in such a dynamic industry