NESTLE’S PURE LIFE

PREMIUM DRINKING WATER

CONTENTS:

Company’s introduction - Sameen Fakhar

Company’s industry and competitive environment

Market environment Company’s product line Marketing mix Market segmentation Problem with pure life Solution

Company’s introduction

Henri nestle founded nestle in 1866 Nestle’s logo “good food , good life” Nestle Pakistan is a subsidiary of nestle S.A Headquarters in lahore. Among top 25 companies of karachi stock

exchange (KSE) Ensures its products available throughout the

country

Company’s industry

Nestlé's vision:

“ at nestle ,we believe that research can help us to make better food, so that people live a better life”

Company’s industry

Mission statement: “ nestle is dedicated to providing the best foods to people

throughout their day, throughout their lives , throughout the world. With out unique experience of anticipating consumers’ needs and creating solutions , nestle contributes to your well-being, and enhances your quality of life”

Launch of Nestle pure life

Began in 1998 40% urban residents and 90% rural residents lack access

to clean water Identified the problem of unsafe and unhealthy drinking

water in Pakistan

Competitive environment

First one to launch bottled water in 1998 Maximum market share 85% New competitors like Sufi drinking water, springley ,

aquafina Nestle always promoting brand as quality product Quality and trust has lead to success

Market environment

Macro environment: Political Economic Social Technological international

Market environment

Micro environment: Customers Competitors suppliers

Company’s product line

Bottled water nestle pure life:

Premium drinking water Offered in quantities of 0.5L,1.5L,12L, 20L

Marketing mix Product Price

Expensive for lower class Target pricing strategy Profit margin low

Place: Affordabilty determines the place of availability Prefer to make it largely available in cities Sales higher in cities Convention and vertical distribution channel

Marketing mix

Promotion: Creating awareness about safe drinking water Working on creating brand equity Company used:

Televison Radio Billboards Newspapers

Now, doesn’t spend much on aggressive promotion

Sponsors events for promotion

Market segmentation

Geographically: Segmentation on divisional bases and further into

zones For e.g lahore division into east, west, north south

zones

Demographically: Product is for everyone

Problem:

Pricing strategy Very low profit margins Increased cost to due to start up of new

packaging plants

Solution: