Letter of Transcript
13th April, 2011
To,
Mr. Mehdi Hussain,
Course Instructor
Faculty of Business Administration
North South University (NSU)
Dhaka, Bangladesh.
Subject: Prayer for submission of the report for the Marketing Management.
Dear Sir,
It is our great pleasure to submit the report titled “New product idea (Dry Egg
Powder or Protein Powder) for Nestle Bangladesh Limited” that you
assigned us a partial requirement of the course “Marketing Management”. We
are thankful to you for allowing us the opportunity to do the formal report on this
topic.
As we know, Nestle is the world class food brand all over the universe. Also in
Bangladesh it is one of the most leading companies based on the food and beverage.
The main them of Nestle is “Good food & Good life”.
The report attempts to look into the point and analysis of Marketing strategy and
their product and service opportunities for this new product. It also focuses on the
point of an organization use this in marketing policy. It also focuses on the point of
an organization for this new product marketing concept in Bangladesh prospective.
Finally, we are truly grateful to you for giving us this nice opportunity to work on this
report, which we have considered as a great chance for us to develop our
Management concept. The entire group contribution has led to the successful
completion of this report. Although we have tried our best, certain mistakes and
inconvenience may reside and for this we seek pardon and hope you will accept our
apologies.
Sincerely yours,
Name
xxxx
ID
xxxxxx
1
Reference Letter
13th April, 2010
To,
Marketing Manager
Nestle Bangladesh Limited
Dhaka
Re: Request for an Educational Survey at your organization
Dear Sir/Madam,
Congratulations for your successful operation through out the country.
It gives us pleasure to inform that North South University (NSU) believes in quality
education with some taste of practical orientation in the real world situation. We
prefer to send our students to different organization as a part of their education
program. All information provided by you will be strictly used for academic purpose
only.
The undersigned student(s) of BBA are assigned to work on an assignment on “New
product idea (Dry Egg Powder or Protein Powder) for Nestle
Bangladesh Limited.”
Name:
ID No:
xxxxx
XXXXXXX
We are trying to groom our young students to become effective and efficient future
manager in the society. Your co-operation in this regard would be highly appreciated
and would work as a milestone for our future citizens.
Sincerely,
………………………
Mr. Mehdi Hussain (MDH)
Permission granted by:
2
Acknowledgement
At first particularly we are thankful to the almighty Allah for blessing us and give us
the ability to complete this Project paper.
Marketing Management is really an interesting course and attending a project like
this leaves us with a store of knowledge. This type of report will help us in our
future job. We are thankful to our course teacher MDH, our Academic faculty from
North South University. He is teaching us this interesting course so easily, that we
can understand properly. It is an important course for Business students. The
versatile viewpoint and teaching style of Mr. Mehdi Hussain(MHD) is very nice
and examples given by his throughout his lecture are very much realistic. So it
helped us to understand the topics of this course easily.
Out side the university we are very much grateful to Mr. Ahsan Parvez Khundker
(Executive POP, Excellence Channel & Category Sales Department). He gave a lot of
support to us. These persons and our course teacher helped us to prepare this
project. We are very indebted to them.
At last we would like to thank our classmates. Many of our friends and also many
well-wishers contributed ideas and made suggestions that greatly enhanced this
research report. We would like to thank them.
At the last, but not the least, we also very thankful the Internet which is very
supportive and grateful medium for completing this research report.
Where this research report succeeds we share the credit, where it errors we all accept
the responsibility.
3
Executive Summary
Egg is a very common and essential food item in our daily food menu. Egg is a
storehouse of lots of food value. Our project is based on this egg. We all have more
or less knowledge about milk powder. From that idea we have attempted to
produce a new kind of product which is based on egg. Our product is egg powder.
We will produce egg powder. The egg powder will be produced from egg just like
the milk powder. This powder can be preserved for a long time. And there would be
two different powders of egg. One will be made from the egg white and another
from the egg yolk. It is basically dry eggs. Egg protein is made from egg white. It's
fat-free, very high in protein, and is considered as a perfect source of protein because
of its complete makeup of essential amino acids, branch chain amino acids, and
glutamic acid. Once egg protein is in your system, it is completely absorbed by your
body. When other proteins are measured for quality and effectiveness, egg protein is
at the top of the list and is the standard for measurement.
We se that protein is necessary for our body, we choose a new product for our
assignment which can help customs get protein without fat. The product is
produced by eggs. Its name is Egg powder. We named our product is EGGvita and
Company name is Nestle Bangladesh Limited. In Marketing Promotion we create a
Integrated Marketing Communication Plan or Promotional Plan of this EGGvita
product. It is a new food habit for Bangladeshi people. So our segmentation,
targeting, positioning, marketing mix, advertising concept based on this new habit.
It is a total planning of EGGvita promotion.
4
The Company:
Since Henri Nestlé developed the first milk food for infants in 1867, and saved the
life of a neighbor’s child, the Nestlé Company has aimed to build a business based
on sound human values and principles.
While our Nestlé Corporate Business Principles will continue to evolve and adapt to
a changing world, our basic foundation is unchanged from the time of the origins of
our Company, and reflects the basic ideas of fairness, honesty, and a general concern
for people.
Nestlé is committed to the following Business Principles in all countries, taking into
account local legislation, cultural and religious practices.
Mission:
Nestle want to be dedicated towards continuous improvement in the food safety
and quality of every product they make and in every activity in which they perform.
Vision:
Research and Development is a key competitive advantage for Nestlé. Without our
R&D Nestlé could not have become the food industry leader in nutrition, health and
wellness.
With 26 research, development and technology facilities worldwide, Nestlé has the
largest R&D network of any food company. Nestlé’s research, development and
technology network, together with local market application groups, employs around
5,000 people.
Nestlé further strengthens its R&D capability through Open Innovation at each stage
of the product development process – from early stage collaborations with start up
and biotech companies to late stage partnerships with its key suppliers. In 2008
Nestlé invested CHF 1.98 billion in R&D.
5
1
Introduction
1.1 About Nestle
Nestle 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 Nestle 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 Nescafe 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 Nescafe that are known globally. The company updated its corporate
branding in the 1970s.
1.2 Pronunciation of Nestle
Today, in English-speaking countries, Nestle is most commonly pronounced.
However, the original pronunciation was, as in the English verb nestle. This
pronunciation was common throughout much of the 20th century, but changes in its
spoken form in advertising influenced it to become more akin to its native
pronunciation in French-speaking Switzerland. The old pronunciation, however, is
still used today in some regions such as the Black Country.
6
2
Company Overview
2.1 Historical Background of The Company
The company dates to 1867, when two separate Swiss enterprises were founded that
would later form the core of Nestlé. In August of that year, Charles A. and George
Page, brothers from Lee County, IL in the United States, established the Anglo-Swiss
Condensed Milk Company in Cham. In September, in Vevey, Henri Nestlé
developed a milk-based baby food and soon began marketing it. In the succeeding
decades both enterprises aggressively expanded their businesses throughout Europe
and the United States. (Henri Nestlé retired in 1875, but the company, under new
ownership, retained his name as Farine Lactée Henri Nestlé.) In 1877 Anglo-Swiss
added milk-based baby foods to its products, and in the following year the Nestlé
company added condensed milk, so that the firms became direct and fierce rivals.
Henri Nestlé
In 1905, however, the companies merged to become the Nestlé and Anglo-Swiss
Condensed Milk Company, retaining that name until 1947, when the name Nestlé
Alimentana SA was taken as a result of the acquisition of Fabrique de Produits
Maggi SA (founded 1884) and its holding company, Alimentana SA of Kempttal,
Switzerland. Maggi was a major manufacturer of soup mixes and related foodstuffs.
The company’s current name was adopted in 1977. By the early 1900s, the company
was operating factories in the United States, United Kingdom, 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 more than doubled.
7
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.
Nestle's logo used until 1970s.
Nestlé felt the effects of World War II immediately. Profits dropped from US$20
million in 1938 to US$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, Nescafe, which was a staple drink of
the US military. Nestlé's production and sales rose in the wartime economy.
The end of World War II was the beginning of a dynamic phase for Nestlé. Growth
accelerated and companies were acquired. In 1947 came the merger with Maggi
seasonings and soups. Crosse & Blackwell followed in 1950, as did Findus (1963),
Libby's (1971) and Stouffer's (1973). Diversification came with a shareholding in
L’Oreal in 1974. In 1977, Nestlé made its second venture outside the food industry
by acquiring Alcon Laboratories Inc.
In 1984, Nestlé's improved bottom line allowed the company to launch a new round
of acquisitions, notably American food giant Carnation and the British confectionery
company Rowntree Mackintosh in 1988, which brought the Willy Wonka Brand to
Nestlé.
The Brazilian president, Lula da Silva, inaugurates a factory in Feira de Santana
(Bahia), February, 2007.
The first half of the 1990s proved to be favorable for Nestlé: trade barriers crumbled
and world markets developed into more or less integrated trading areas. Since 1996
there have been acquisitions including San Pellegrino (1997), Spillers Pet foods
(1998), and Ralston Purina (2002). There were two major acquisitions in North
America both in 2002: in June, Nestlé merged its U.S. ice cream business into
8
Dreyer's and in August a US$2.6 billion acquisition was
announced of Chef America the creator of Hot Pockets. In the
same time frame, Nestlé came close to purchasing the iconic American company
Hershey's though the deal fell through. Another recent purchase includes the Jenny
Craig weight loss program for US$600 million.
In December 2005 Nestlé bought the Greek company Delta Ice Cream for €240
million. In January 2006 it took full ownership of Dreyer's, thus becoming the
world's biggest ice cream maker with a 17.5% market share. In November 2006,
Nestle purchased the Medical Nutrition division of Novartis Pharmaceutical for
$2.5B, also acquiring in 2007 the milk flavoring product known as Ovaltine. In April
2007 Nestlé bought baby food manufacturer Gerber for $5.5 billion. In December
2007 Nestle entered in a strategic partnership with a Belgian chocolate maker Pierre
Marcolini.
2.2 Business Portfolios:
Nestlé has a wide range of products across a number of markets including coffee
(Nescafé), bottled water, other beverages, chocolate, ice cream, infant foods,
performance and healthcare nutrition, seasonings, frozen and refrigerated foods,
confectionery and pet food.
For different kinds of products, we are mentioning those kind of product which are
very well known for all kind of nestle customers. Those products are:





Cereals : Cini Minis, Honey Nut Cheerios, Oat Cheerios, Cookie Crisp,
Fitnesse, Force Flake, Honey Stars, Koko Krunch, Milo Cereals, Nestlé Corn
Flakes, Nesquik, Shreddies, Shredded Wheat, Clusters, Trix etc.
Coffees: Bonka, Buondi (Portugal), Christina (Portugal), Dolca (Argentina),
Ecco (Peru, Chile), International Roast, Kirma (Peru), Loumidis (Greece),
Nescafe, Nespresso etc.
Water: Aqua Pod, Aqua Panna, Deer Park, Ice Mountain, Nestle Aquarel,
Nestle Vera etc.
Other Drinks: Nestea, Milo, Carnation, Nesquik, Growers direct fruit
juices, etc.
Child Food: Lactogen, Nan, Neslec, Nestogen, Nido, NanSoy, Good Start,
Gerber, etc.
9




Healthcare Nutrition: Boost, Nutren, Nutren Senior,
Peptamen UTI, Novertis, Ovaltine, etc.
Frozen Foods: Maggi, Buitoni, Hot Pockets, Lean Pockets, etc.
Chocolate, Confectionary & Baked Goods: 100 Grand Bar, Aero, Milky
Bar, Minties, Kit Kat, Bertie Beetle, Butterfinger, Dairy milk chocolate, etc.
Pet Care Food: Alpo, Dog Chow, Fancy Feast, Go Cat, Bakers, Butchers,
Gourmet, Mighty Dog, ONE, Pro Plan, Tidy Cats, etc.
2.3 Management Team:
The executive board, a distinct entity from the board of directors, includes:










Paul Bulcke, Nestlé CEO.
John J. Harris, EVP, Chairman and CEO of Nestlé Waters.
Frits van Dijk, EVP of Asia, Oceania, Africa, Middle East divisions.
Petraea Heynike, EVP of Strategic Business Units and Marketing.
Francisco Castañer, EVP of Pharmaceutical and Cosmetic Products, Liaison
with L'Oréal, Human Resources.
Michael Powell, EVP of United Kingdoms Division.
James Singh, EVP of Finance, Control, Legal, Tax, Purchasing, Export.
Luis Cantarell, EVP of Europe divisions.
Richard T. Laube, Deputy EVP of Nutrition Strategic Business units.
Werner J. Bauer, EVP of Research and Development, Technical, Production,
Environment.
Current members of the board of directors of Nestlé are: Günter Blobel, Peter Böckli,
Daniel Borel, Peter Brabeck-Letmathe, Rolf Hänggi, Nobuyuki Idei, Andreas
Koopmann, André Kudelski, Jean Pierre Meyers, Carolina Müller-Möhl, and Kaspar
Villiger. Secretary to the Board Bernard Daniel.
10
2.4 Corporate Governance:
Nestlé's commitment to sound Corporate Governance goes back to its very early
days. This commitment is reflected and explained in several publications, such as
the Corporate Governance Report, Articles of Association, Committee charters etc. It
is also visible in Nestlé's day-to-day business behavior.
The Corporate Governance Report covers the following areas:









Group structure and shareholders
Capital structure
Board of Directors
Executive Board
Compensations, shareholdings and loans
Shareholders’ participation
Changes of control and define measures
Auditors
Information policy
2.5 Business Principle:
Nestlé is committed to the following Business Principles in all countries, taking into
account local legislation, cultural and religious practices:
1. Nestlé's business objective is to manufacture and market the Company's
products in such a way as to create value that can be sustained over the long
term for shareholders, employees, consumers, and business partners.
2. Nestlé does not favor short-term profit at the expense of successful long-term
business development.
3. 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.
4. 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.
11
5. 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.
6. Nestlé continues to maintain its commitment to follow and respect all
applicable local laws in each of its markets.
2.6 Innovation:
Innovation is one of Nestlé’s key competitive advantages. They have more than 140
years of research, development and scientific know-how. While there is a great deal
of pure and applied science research that takes place in global R&D centers, Nestlé
ensures that the consumer, and the consumer benefit, remains at the core of all their
activities.
 Consumer Benefits
Nestlé R&D addresses three areas of benefits for consumers:
• Safety and Quality
• Nutrition and Health
• Taste, Texture and Convenience
 Areas of interest
Nestle areas of interest in nutrition and health is:
• Growth & Development
• Healthy Ageing
• Energy & Weight Management
• Physical and Mental Performance
• Digestive Comfort
• Protection
• Skin Health & Beauty
• Healthy Recovery
12
2.7 Global R & D:
Nestlé Research is a dynamic global network of 24 Nestlé centres of excellence in
research and product development. Its scope and reach are global. They have the
world's largest food and nutrition research organization, with about 5000 people
working in R&D, as well as corporate venture funds and research partnerships with
business partners and universities. Nestlé scientists in each market ensure that
global R&D is applied locally to meet different consumer needs and preferences.
Figure: Nestlé Research & Development location worldwide.
13
3
Introduction of Egg Powder
3.1 About Dry Egg Powder or Protein Powder
At first everybody wants to know, “what is dry egg powder?” In this point of view
dry egg powder is one kind dried powder which is made by an egg. In this point of
view we introduce two kinds of egg powder. Those egg powders are given bellow:
1. Egg yolk powder.
2. Egg White powder.
3.2 Nutrition of Egg
The nutritional information will vary slightly depending on the mass of the egg. It
follows, that the larger the size of the egg, the higher the levels of vitamins and
minerals present.
Energy
Protein
Fat, total
-saturated
Carbohydrate,
total – sugars
Sodium
Per serving (2 eggs)
618kJ
13.3g
10.5g
3.2
0.3g
0.3g
138mg
Per 100g
594kJ
12.8
10.1g
3.1
0.3g
0.3g
133mg
Vitamin A
Riboflavin
Niacin
Folate**
Vitamin B12
Vitamin E
Iron
Per serving (2 eggs)
166mg (22% RDI*)
0.4mg (24% RDI*)
3.6mg (36% RDI*)
51mg (25% RDI*)
1.4mg (68% RDI*)
1.0mg (10% RDI*)
1.7mg (14% RDI*)
Per 100g
160mg
0.4mg
3.5mg
50mg
1.3mg
0.97mg
1.6mg
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3.3 Technical Analysis
For better judgment about this new product idea, we prepare some technical
analysis. For this analysis it is help to know about the product idea in Bangladesh
prospect and also product recognition in Bangladesh market place.
3.3.1 Important Machineries:
For producing egg protein powder, Nestle Bangladesh Limited will import some
machineries & equipments which costing approximately Tk 1,04,00,000. The
different costs related with imported costs are given below:
Imported Machinery
Particulars
Quantity/ No.
Egg Breaker
4
Centrifuge
2
Filter
2
Storage Tank
4
Feed Pump
2
Tubular Heater
1
Balance Tank
4
Feed Pump
2
High Pressure Pump
2
High Pressure Spray Dryer
1
Cyclone with exhaust and fan
1
Packing Unit
1
Generator
1
Total
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Price
3,20,000
9,60,000
3,20,000
4,80,000
9,60,000
12,80,000
4,80,000
11,20,000
12,80,000
12,00,000
5,60,000
8,00,000
6,40,000
1,04,00,000
15
Figure : Egg Breaker
Figure : Loader
Figure : Egg Breaker Bird view
Figure : Liquid Packing
16
Figure: Egg shell breaker
Figure: Lysozyme Extracting
Figure: Egg Wash & Load
Figure: Packing
3.3.2 Pre-operating Expanses:
Planning, research & development the plan of the projects cost is define here. The
cost of these is Tk. 2,00,000. For Research Tk. 1,00,000 is needed & other 1,00,000 is
needed for Planning & development of final plan.
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4
Marketing Analysis
4.1 Justification of starting up this new product idea
In the beginning of 2005, the European Union announces a new purity law
(International Food Standard), which prohibited the limitation substances in a
normal egg.
Therefore, 6 out of 8 competitive companies had to be closed due to hygienic
problems in the world during the last two years.
Additionally, the production of powder in purest and driest quality is required in
order to effectively interrupt the viruses and the bacteria transmission chain of
animals and human beings such as the bird illness– SARS, Bird-flu.
Thus, this will lead to an increase of the customer demand for “safety products” in
the food industry.
Egg is the most common and healthy element to fulfill our daily demand of protein.
But it is not easy to preserve for long time. If any natural calamity or any disease
happens to chicken, the demand will be not fulfill by the suppliers. The shortage of
eggs in the market can be a big trouble. Egg is cheap, so any body can purchase it
easily as healthy food. Restaurants & Bakeries use lots of eggs daily to make cake,
biscuits, and cookies or to serve many other food items to the customers. So it will be
very helpful and cost effective for them. It is germ free, hygienic and it can consume
more than 2 year. So it is easy for bakery’s to avoid the defaulted eggs problem.
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4.2 Advantages for using the Egg Powder:
This product is produced from 1st quality Hen eggs which have been Pasteurised
and Spray Dried.
The advantages of using Powder Egg compared to Eggs in Shell are:
1.
2.
3.
4.
5.
6.
The safest way to consume eggs.
Guaranteed free from salmonella.
Guaranteed free from Avian Influenza virus.
No Waste.
Long shelf Life (12 months)
Consistent high quality that means consistent end products
This pack contains 250 grams which is equals to the liquid 20 medium sized whole
eggs.
4.3 Demand & Supply Analysis
Resulting from decrees, hygiene orders, energy saving enforcement, quality
assurances systems and resolutions modes by world food programs, the consumer
market for dry proteins in our country shows an increase of 8% per year by “WHO”.
In Dhaka city, the yearly demand of egg is 2,73,75,00,000 among which only
1,89,80,000 eggs are supplied in the market. The deficit is 2,71,85,20,000. We will
supply 1,61,60,000 eggs yearly in the market which will decrease the deficit amount
by 3,51,40,000 eggs. After our market entrance the deficit amount will be
21,96,30,000 eggs per year.
Yearly demand
Yearly supply
Deficit
Contribution
2,73,75,00,000
1,89,80,000
2,71,85,20,000
1,61,60,000
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4.4 Distribution channel
In the figure we show our distribution channel for the dry egg powder or protein
powder in the Bangladesh marketing prospect. The figure is given bellow:
80 distributors
based on district
level
Factory
Local
Production
Local
Packaging
Distribution
W/H
Nestle has one
distribution W/H
Distributors
Outlets
Nestlé’s Partners
End users /
Customers
Local suppliers
Figure: Distribution channel of dry egg powder or protein powder in Nestle Bangladesh Limited.
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4.5 Sales strategy
The sales strategy and implementation of the dry egg powder or protein powder
will be a very straightforward approach to extending our products to potential
customers via every cost-effective approach possible. Our product offering is very
unique, and allows for more profitability while staying ahead of other industrial
distributors in terms of delivery and competitive pricing. For our customers, this
means lower costs.
4.6 Marketing mix
Before going into deeper we should design the present marketing mix of our new
product idea which is represent by Nestle Bangladesh Limited. We will try to figure
out the following model :
Product
(Protein powder)
Price
(Lower cost)
Target
Customers
(Whole
market)
Place
(Local market)
Promotion
(Mass marketing)
Figure: Marketing mix diagram for the dry egg powder or protein powder.
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4.6.1 Product:
For our new product idea (dry egg powder or protein powder), at first we introduce
the three types egg powder which is made by an egg. Nestle also produce these
three kinds of egg powder for market coverage in the begging time. Those three
products are given bellow:
Whole egg powder.
Egg yolk powder.
Egg white powder.
4.6.1.1 Product value:
Whole Egg Protein Powder is made of pasteurized egg mass by tower drying and
can be preserved over a long time. Formula: 100 g = 8 eggs; 1 kg = 80 eggs. Areas of
use: Used as eggs and egg mass in baking and preparing food (mayonnaise, pies,
salad dressings, pastas, etc.).Instructions: 250 g of powder mixed with 750 g of water
equals 1 kg of egg mass (20 eggs).
4.6.2 Price:
The market of Bangladesh is very much priced sensitive. The major portion of the
population is living under the poverty line. In this country per capita income is very
low.
So before setting the price of our product we had to consider these factors & after
analyzing these factors we set our pricing strategy. The pricing strategy the Egg
protein powder would essentially be the market penetration pricing. The basic
theme of this strategy is to grabs the major market portion by providing product in
lower price.
As we know that, Nestle is a world class food beverage company in the whole
world. And we also know that, Nestle products are only for the upper and upper
middle class. But in this stage, Nestle is launching this new product in a very lower
price for the every level of the class. So, for the first time Nestle is going to start a
new business strategy in our country.
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This strategy will enable our product to grab the market within a very short time.
1. Market must be highly price sensitive
2. Production & distribution cost must fall as sales volume increases
3. Low price must help to keep competition
Serial No
Items
Quantity
Unit Price
Total Amount
1
Egg powder
15000/100gm
125/100gm
1875000
2
Egg powder
10000/250gm
320/250gm
3200000
3
Egg powder
10000/500gm
550/500gm
5500000
4
Egg powder
10000/1kg
1100/1kg
11000000
5
Egg powder
10000/2kg
2000/2kg
20000000
6
Egg powder
500/3kg
2900/3kg
1450000
7
Egg powder
1000/5kg
4500/5kg
4500000
8
Egg powder
500/10kg
8500/10kg
4250000
Total
51775000
We are producing three types of Egg Protein Powder. In first year, we started with
these three types. We will include other types in future years.
4.6.3 Place:
Selection of place is also a very pivotal step in the success of the organization. The
place must be right where the customer wants to be, it must be easy assessable and
approachable to the customer. Nestlé makes it sure that this product is available at
every town of the different districts of the country. For starting this new product
Nestlé’s main focus is our Dhaka City. Because the population of the Dhaka city is
higher than the any other city in this country and the demanding of the egg is also
very high in this city. For this reason, it is quite good for us for establishing our new
product idea and also the recognition of the product.
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4.6.4 Promotion:
Nestlé is well aware of the importance of the effectiveness of the promotional
program. It designs its promotional program using all the available promotional
tools. Advertisement plays very important role in promoting the image and name of
the company. As a new idea, Nestle will provide or arranging the mass advertising
for the “Dry Egg Powder or Protein Powder”. Our promotional activities are given
bellow:







Bill-board.
Newspaper.
Weekly magazine.
Free sample distribution.
Television advertising.
Advertising on the web (www).
Transit advertising.
4.7 Competitor
Nestle is world class food beverage company. For this reason, there are many
competitors also present. But in this case, we don’t have any direct competitor in
Bangladesh. Egg powder is completely a new concept in our country. Nestle is the
first company to manufacture and sale the egg powder in our market. So, Nestle is
the pioneer in this business. That means there is no exact competitor of this new
product idea. Dry egg powder or protein powder is going to be a new food habit for
the general people of our country.
4.8 Waste management
Our west product is egg shell. We sold the egg shells to the fish food manufacturing
company for extra outcome and also very profitable for this management process or
policy.
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4.9 Possible product on egg protein powder:
By the procedure the molecular dispersion during the dehydrogenation (withdrawal
of water molecules) of organics substances those are manufactured in the following
specified products as required and noticing situation with the appropriate
prescriptions in the factory:







Whole egg.
Egg yolk.
Egg white.
Whole egg for restaurant.
Whole egg with sugar for confectionary & bakery.
Whole egg with honey for confectionary & bakery.
Free-cholesterol egg powder.
4.10 SWOT Analysis of the Product
SWOT- Analysis (in proportion to competition):
STRENGTHS
The most modern technology
The highest quality
Market position
OPPORTUNITIES
Example industry
Market guidance
WEAKNESSES
Feedback
Capacity
Name recognition
THREATS
Egg producers
Diseases of hen
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Conclusion
The “Dry Egg Powder or Protein Powder”
is the most nutritious natural product. Eggs
are rich in protein, vitamins and minerals.
During last three decades, the poultry
industry in the country has made remarkable progress and grown into an
organization and highly productive industry. That’s why Nestle Bangladesh Limited
take this step for providing and also introducing us a quality food. As we know that,
the poultry industry in our country is a very strong business and also very
profitable. For this reason, we have enough resource and Nestle also use this
resources for better consumption. “Dry Egg Powder or Protein Powder” can be
stored and transported at room temperatures. It is quite stable and has long shelf
life. The manufacture of the “Dry Egg Powder or Protein Powder” is an important
segment off egg consumption. There is enough scope of “Dry Egg Powder or Protein
Powder” manufacturing plant, with a suitable capacity.
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