Marketing objectives are compatible with the overall corporate objectives of nestle. Company’s objective is to be the world’s largest and best-branded food manufacturer while ensuring that nestle name is synonymous with the products of the highest quality.
During the year under review, the company achieved sustainable profitable growth by capitalizing on the opportunity presented by a positive business environment. This became possible through successful marketing and sales strategies and focus on key initiatives.
Innovation and renovation remained the key to the development of new products. In 2006 several new products were introduced that included fruit vitals juice, NIDO 3+, podina raita, honey and banana flavoured cream for Afghanistan and new packaging for several products.
During the period under review, we continued with our strategy to increase distribution penetration and develop additional trade channels. Activities such as town storming, special distribution drives and distributor training were extensively undertaken in second strata towns. Area-based territory management continued to be strengthened and wider availability and visibility of products provided a competitive edge.
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The key initiative of category sales development continued to effectively strengthen strategy planning with respect to channels, customers and shoppers.
The greatest strength of nestle is that it includes a culture that is team focused and an open door policy. Nestle focus on collectivism and performance orientation attitude which encourages employees to work harder. Another thing is high level of market share and that people all over the world trust and recognizes Nestle as a big brand name.
Strength is that people trust on Nestle. It looks at achieving higher volumes by renovating existing products and innovating new products. Strength is that they are low cost operators which allow them to not only beat competition but also edging ahead operating excellence, innovation, renovation, product availability and communication are major strengths.