bm_nestle (pure life plus)_6402_6238_6851_6251

8/8/2019 BM_nestle (pure life plus)_6402_6238_6851_6251

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Brand Management

Final project

BRAND MANAGEMENT

FINAL PROJECT


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Red strip to differentiate

Name and Picture of

flavor

Easy to handle

Transparent to depict purity

Fruit flavored water

Flexible so its easy to crush

for recycling


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Nestle Pure Life is a brand of Purity which offers the highest standardswith optimal balance of essential minerals, enhancing the health andwellbeing of your family.

Its Pakistans favorite water because more people trust it than any otherbrand.

It is currently the market leader in volume with heavy usage in Urban areas. With the steady growth every year on year the brand ample opportunity to

gain further share in the highly competitive market.

Market Share: 48%

22%

16%

7%4% 3%

0

0.1

0.2

0.3

0.4

0.5

0.6

1

Market share

Nestle

Aquafina

Kinley

Sufi

First

Others

Current Status


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Category Profile

BEVERAGE

HOT COLD

WATERCARBONATED

DRINKSFRUITE JUICES OTHERS

PLAIN WATER

FLAVORED

WATER

BOTTLES

500 ML

12

LITRES


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Vision: To provide premium qualitynatural fruit flavored water at the

best price value for money


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Trade Marketing Plan - Price

To determine a pricing strategy for Nestle Pure PLUS, we mustfirst understand the background of competitors products and theprice of Pure Plus should be aligned with other products offeredby Nestle for e.g Pure Life. Further, gauging from recent studieson the behavior of Pakistani urban market we find that there hasbeen an decreasing trend in the consumption of carbonateddrinks or other drinks which directly effects health of anindividual. People are not more diet and health cautious.

Nestle pure PLUS will be placed in the medium price range.

The suggested price for small bottle (500ml) is Rs20 -/- and for12 litre bottle is Rs 170/-


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Trade Marketing Plan - Place

Commercial: Nestle has a big distribution channelwhich caters to a big market segment includingsupermarkets, bakeries, general stores, petrol pumpshops, canteens, small stores etc. HoweverNestlePure PLUS would mainly be available in the bigsupermarkets like Aghas, Ebco, Naheed etc notcatering to the small stores

Industrial: For industrial usage the product would beavailable at office/school canteens, and also coffeeshops not catering to restaurants and hotels as theymay not widely use the product, as there is a moretendency to consume juices and other carbonateddrinks at such places


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Trade Marketing Plan - Product

Nestle Pure PLUS is a premium quality natural fruitflavored water full of vitamins and minerals whichhas no artificial color, sugar, calories or carbs. The

bottle is transparent to depict its purity. It would actas an ultimate refresher and thirst quencher.

Initially Nestle Pure PLUS would be available in twobottle sizes 500ml bottle

12 liters bottle (to cater institutes and schools)


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Trade Marketing Plan-Promotion

Promotional campaigns will be held in the form

of ATL and BTL activities.

Sales promotions will be done includingsampling of flavored water of 100ml packs at

various super markets and shopping malls

Chillers will be installed at various schools and

universities. The promotion activities will further be

elaborated in the communication plan.


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Communication Plan-Marketing

Activities (BTL)

Below the line marketing activities serve as an active media

rather than passive. The consumer. The brand can engage one-

on-one with the customer and take the process of communication

forward through awareness. These activities will cover outdoor

hoardings, buss shelters signages, stickers on luggage trolleys at

airport, free sampling, coupons, standee, celebrity endorsements

Free sampling of the PURE PLUS would be carried out at

shopping malls and super markets to create awareness of the

product. Other sales promotion activities like standees would be

placed at super markets

To make PURE PLUS as an aspirational brand and give it a

premium feel, since Tennis is considered as an exclusive sport.

Celebrity endorsement by a famous tennis celebrity Aisam-ul-

Haq would take place to promote the product.


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Communication Plan- Marketing

Activities (ATL)

Above the line marketing activity is an advertising technique which uses mass media

to promote brands. The product would be advertised with a slice of life appeal on

televsion as well as radio. The ads would be shown during sports matches, cartoons,

and also on various music channels etc.

Print advertisement in newspapers, magazines would also be published.

The advertisement broadcasted on television would show:

-Scene 1: A tennis player in his dressing room before his final match anxiously talking

on the phone worried and split screen showing his mother taking his pregnant wife to

the hospital for delivery

- Scene 2: Deuce situation before his final point, the player falls down on the ground

exhausted. Images of his wife and fear of losing comes to his mind (Face expression:

disbelief)-Scene 3: The ball boy brings him a chilled bottle of PURE PLUS, he starts drinking it

-Scene 4: He slowly gets up from the ground with the renewed confidence and energy.

Smiles! Serves! And get an ACE! He wins raises his fisted hands in the air (gesture of

winning)

-Scene 5: He is shown with his wife and a new born baby.. and super shot appears of

the bottle and it says Pure Plus for Pure moments


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Communication Plan- Activation

Brand Activation is bringing a brand to life through

creating brand experience. Nestle by doing strong brand

activation activities can add a new facet to their

marketing activities which would make their brand moreexciting and aspirational.

Nestle PURE PLUS will sponsor all sorts of sports

events and matches and sports days held at schools and

universities. Free samples ofPURE PLUS would be

provided to reinforce its image as young, refreshing and

pure.


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POSITIONING

Root Strength: There is no doubt that Nestle is known forpurity.

Competitive Environment: : Currently there is nocompany in Pakistan which is selling flavored water.However there can be a lot of indirect competitors in thecold beverage category like tetra pack juices, fresh

iuices, other drinks like Tang, Limopani, Squash,Roohafza, and other carbonated drinks etc. In short allproducts which can quench thirst will act as competitors.


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Target: Pure Life Plus is mainly being targetted at youthand children who want something that can energize andrefresh them and also brings out their WOW factor on ahot and humid day!

Insights: The trends in Pakistan are changing, Peopleare moving towards and preferring non-carbonateddrinks which includes juices and refreshing drinks likeEnergile, Limo pani, fresh juicies. It must also be keptinto account that people today are questioning about the

originality of fruit juices. Since, our target is not just youthbut also children we must keep into account that childrenare reluctant to drink water and flavored drinking water isthe answer to it.

POSITIONING


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Benefits

- Rational: It gives the mother or the family a comfortable feelingand satisfaction that their loved ones are protected by usingpure, safe and healthy natural beverage either in home or out

of home.- Emotional: To modern, young, creative & fun loving people,

Nestle Pure PLUS offers aspiring experience to do creativeand challenging things in life.

Values and Personality:It believes in purity and trustworthiness. Every lady of thehouse feels her family safe with Nestle. Nestle Pure Plus has afun loving, energetic and high spirited personality. Is has beenmade to provide the consumers simple joy and energy!

POSITIONING


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Reason to Believe: The main reason to believe is thatNestle Brand ensures trust, quality and purity in all its

products. It is a relationship built on trust. Therefore any

product by Nestle is believed by its consumers to be notonly pure and healthy but also of premium quality.

Discriminator: Nestle Pure Life Plus has an emotional

appeal attached to it which differentiates it from plaindrinking water. It has the personality of a young and

energetic person which gives it a colorful image.

POSITIONING


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Essence:

Nestle Pure Life Plus is the first of its kind in

PakistanWho ever wants to try it has to gofor Nestle Pure Life Plus!

POSITIONING


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bm_nestle (pure life plus)_6402_6238_6851_6251

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