Executive summeryWe are analyzing the marketing plan of Nestle which is an FMCG company. Our

analysis of Nestle will include the current market situation and strategic analysis of the

company. We will see the various strategies that can be used by them for improving

their product. Nestle has been serving worldwide with its excellence in product safety,

quality and value. It provides many products which include dairy products, beverages,

water, and infant dietetic and confectionary. We have taken NESTLE WATER for our

project report. Their aim is to provide customer with pure drinking water on suitable

prices make the product as convenient as possible. According to their claim that they

provide the best food throughout the World. For Nestle Pure Life they adopted the

societal and marketing concept. Further we will explain the SWOT, SMART, IMC plan

competitive analysis and all other strategies used by them.

Nestle Pure Life Water & Current Market SituationThe launch of Nestle Pure Life in December 1998 was a truly significant episode in the

history of Nestle Pakistan. Nestle Pure Life was going to get the entry of Pakistan’s

growing water market. At the same time Pakistan became the first country where Nestle

launched the new brand. Nestle Pure Life is a premium drinking water, produced to the

highest standards of safety and purity as per the website suggests. It is ideally balanced

with essential minerals like vitamins, calcium and many other useful items. According to

nestle, pure water product is the stasr of nestle having useful ingredients in every drop

of water which are essential for being hydrated all the time. Capitalizing on its strong

brand recognition, aggressive pricing and supported by a strong marketing campaign,

Nestle Pure Life has made very strong inroads into the water market in Pakistan. Nestlé

PURE LIFE is available around the globe today in Canada, USA, Mexico, Brazil,

Argentina, South Africa, Saudi Arabia, Jordan, Egypt, Lebanon, Turkey, Russia,

Uzbekistan, Pakistan, China, Thailand, and the Philippines.

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“A social and managerial process where by individual & groups obtains good food and

good life through creating and exchanging products and values.”

Launched on the North American market in 2003, Nestlé PURE LIFE is destined to

become the world’s top and most widely distributed brand by 2010. Nestle is also willing

and has goal to achieve the $1Billion enterprise by 2014. Nestle Pure Life is a premium

drinking water, produced to the highest standard of safety and purity. The company is

seeking to provide customer with pure drinking water on suitable prices make the

product as convenient as possible. According to their claim that they provide the best

food throughout the world. Nestle is leading brand in water market and has left behind

many local brands which were working before the launching of Nestle Pure Life. Now it

has maximum market share in developed and major cities of Pakistan like Lahore,

Karachi, Islamabad, Multan, Hyderabad and many others. As we have discussed earlier

that Nestle is going to become the fully market leader of water market in Pakistan, signs

are clearly visible to achieve the set point of Nestle. Nestle Pure Life is also the star

product of Nestle Pakistan and most probably all over the world where Nestle Pure Life

exist.

Hierarchy details of marketing and sales department

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The main reason is Pure Water which is the name of this product. Rests of the water

products are using chemicals which can be harmful for the human body but Nestle Pure

Life is the only water product which is pure in nature. That is also the unique selling

point of Nestle Pure Life. This is the most powerful point that is in the mind of the

customers while purchasing any water bottle in their routine life. The brand name is also

very important for the consumers. The slogan of Nestle is “Good Food Good Life”. That

is very attractive slogan people can attract from. It puts the perception in the minds of

people that they’re being offered good products for their healthy lifestyle. If you look at

the logo of Nestle, you’ll get to know that a bird is feeding the children. Obviously a

mother can’t deceive the children. Nestle pure life is a brand of nestle which explains a

big symbol of quality to customers. Nestle Pure Life shows in their ads about the purity

of water and the water need for your body. In its launching advertisement, the company

advertises Nestle Pure Life very successfully. In that advertisement, a lady is drinking

Nestle Pure Life Water and then it goes towards inside the body to show the functions

of pure water. That was the awesome commercial that boosted the sale of Nestle Pure

Life. Nestle is also advertising on famous websites like you can observe that whenever

you will login to your Facebook account, the ads of Nestle will be there. There are

number of sign boards and banners you will see in the cities to aware people about the

products of Nestle. Thus, Nestle is using all types of media to advertise their products in

anyway. When Nestle Pure Life was launched, they distributed the free samples of 0.5L

bottles for market testing and for their advertising purpose. Then a short walk was also

arranged for the sake of good health and seminars was also conducted to make sure

about the pure water needed your body. To understand the depth of Positioning, we will

divide into three steps.

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Personal SellingA direct Vendor Selling Activity was coordinated and carried out during the summer

months of June, July, and August 1999 in Lahore. A team of vendors, clad in branded

T-shirts, caps and jackets, sold chilled 0.5liter bottles to traveling customers on all major

intersections. The brand got great mileage out of this innovative idea of personal selling

in terms of brand awareness, paid trial, image as well as real sales.

Sales PromotionSpecific promotions of Nestle Pure Life were arranged in some of the key outlets of

Lahore. Elaborate shelf space was acquired for product display and specially designed

POS material was extensively used to promote sales. On a 12-bottle purchase of 1.5

ml, one 1.5 ml bottle was offered free to consumers. Similarly on a 6-bottle purchase of

1.5ml, one 0.5 ml bottle was offered free. Regarding trade promotion, the retailer was

also given an additional discount of 4 % during this sales promotion. Not only did the

sales of Nestle Pure Life grow tremendously during the promotion, these continued at a

higher pace even after it was over

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The above map shows the ranking of different products in the eyes of customers and

retailers as per our survey. In this map, Coca Cola, Kinley, Pepsi’s, AquaFina are the

real time competitors of Nestle Pure Life. Nestle Pure Life is on the top of the map

having larger market share. You can see the pie chart of market share in the diagram

shown here. There are other products available in the market like Deja Blue, Dew

Drops, and Springley etc…..

Media advertising:

“THE CYCLE OF LIFE”: A GLOBAL CAMPAIGN FOR FAMILY HYDRATION

An emotional story of how the love of water is passed down from generation to generationThe international campaign has been air in over 17 markets during 2014.There is

nothing more beautiful than caring for children, giving them a safe and healthy life, so

that one day they can do the same, in the same spirit of education and love … This is

the story of how the handing down process begins.

“You give me more than life, you give me Nestlé Pure Life”

Over the space of a few years, Nestlé Pure Life, the world’s leading bottled water brand,

has asserted itself as the healthy choice for families. The brand plans to make parents

conscious about the benefits of a healthy hydration lifestyle while passing down the love

of water to the next generation.

The advertising firmly asserts the brand’s position as a natural and essential partner for

all the mothers who have chosen to encourage healthy hydration in their families.

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Place AdvertisingHere is another outdoor advertisement by Core Media-Pvt LTD spotted in Lahore. There

were many creative pill boards and roundabout branding of Nestle Pure Life. This

creative work spotted at Hussain Chock and Masjid Chock DHA Lahore. It gives a

beautiful view at night.

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Advetisements in magazines

Discover the health benefits of waterWater is vital to health. Our body loses water during the day so it is essential to replenish it. Proper hydration helps maintain the body’s functions, as well as mental and physical performance.

NESTLÉ Pure Life – PET BottlesThe year 2001 saw the successful completion of three years of outstanding business for NESTLÉ Pure Life – PET Bottles of 0.5 and 1.5 liters. The exceptional brand success was the result of expanding national distribution and an increasingly loyal customer base. The brand has revolutionized the Pakistani market by tapping the real consumer need for pure, healthy, and safe water and has successfully dominated a key strategic business

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NESTLÉ Pure Life – Home & Office ServiceIn 2000, NESTLÉ Pure Life established a successful Home and Office (H&O) delivery service in Lahore, which has substantially grown ever since and has come to dominate the 5- gallon market. Successful marketing and sales strategies offer greater convenience and better value to the consumers. The brand is poised for strong growth in future.

Trade PromotionsHere in Nestle Pure Life, Marketing campaign directed at wholesalers or retailers rather than at final consumers. In a trade promotion, wholesalers and/or retailers are offered special price discounts (often in addition to a trade allowance), subsidized or free display racks, or stands, gifts, or other incentives, we have the examples in Nestle Pure life as below.

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Consumers PromotionsIt’s true that Consumer Promotions are sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships. The most popular consumer sales promotions in Nestle Pure Life are directly associated with product purchasing. These promotions are intended to enhance the value of a product purchase by either reducing the overall cost of the product (i.e., get same product but for less money) or by adding more benefit to the regular purchase price (i.e., get more for the money). We have the examples as given below.

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Event Marketing and sponsorshipsIn Nestle Pure Life, Some trade show promotional opportunities include sponsorship of the press room, an international lounge, a speaker or VIP room, an awards reception, educational programs, banners, badge holders, audio visual equipment, display computers, tote bags, shuttle buses, napkins and drink cups.

So, why should Nestle Pure Life be interested in sponsorship? When done well, it offers significant opportunities for distinct marketing and competitive advantages, as well as showing support of the event.

I have a picture overview as given.

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PublicityPure Life was launched on 14 December, 1998 in Karachi with a huge amount of enthusiasm and positive response shown by the locals. The successful story of its launch was printed in all the local newspapers the next day. This greatly helped in creating awareness of the brand and gave its introduction a good start.

Point of purchase advertisingPoint of purchase advertising is actually the Advertising that is built around impulse purchasing and that utilizes display designed to catch a shopper’s eye particularly at the place where payment is made, such as a checkout counter.in Nestle Pure Life, There are various types of point-of-purchase displays, including window displays, counter displays, floor stands, display bins, banners of any kind, and all types of open and closed display cases. Generally, these displays are created and prepared by the manufacturer for distribution to wholesalers or retailers who sell the manufacturer’s merchandise. Often, a manufacturer will discount the cost of merchandise or in some other way compensate the retailer for using a point-of-purchase display.

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