Introduction:

Nestl was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in 1866
by brothers George Page and Charles Page, and Farine Lacte Henri Nestl, founded in 1866 by
Henri Nestl. Nestl S.A. is a Swiss multinational food and beverage company headquartered in
Vevey, Switzerland. It is the largest food company in the world measured by revenues. Nestl's
products include baby food, bottled water, breakfast cereals, coffee, confectionery, dairy
products, ice cream, pet foods, and snacks. Its various brands include Nespresso, Nescaf, Kit
Kat, Smarties, Nesquik, Stouffer's, Vittel, and Maggi.
Nestl Pakistan Ltd is a subsidiary of Nestl S.A. It is a food processing company, registered on
the Karachi and Lahore stock exchanges and operating in Pakistan since 1988 under a joint
venture with Milk Pak ltd and took over management in 1992. For ten years in a row, the
company has won a place among the top 25 companies of the Karachi Stock Exchange. Nestl
Pakistan operates in many ways but people, products and brands are the main flag bearers of the
Companys image, and we continue to enhance the quality of life of people.
Nestl Pakistan today is the leading Food & Beverages Company in Pakistan with key focus on
Nutrition, Health and Wellness and reaching the remotest of locations throughout Pakistan to
serve the consumers. Nestl Pakistan also prides itself in being the leaders in Nutrition, Health &
Wellness. Ever since 1867, when Henri Nestl invented the first infant food, nutrition has been in
our DNA. Today more and more consumers mirror our emphasis on nutrition, as they realize that
food choices affect their health and quality of life.
Nestl's largest international competitors are PepsiCo, Kraft Foods, Unilever and Mars
Incorporated. It also faces competition in local markets or specific product ranges from
numerous companies, including Sara Lee, Cadbury and Danone. Nestl wants its products to be
within reach for every single Pakistani. Yet nutritional value and quality remain the most
essential ingredients in all our brands. Over the years, food products have evolved from mere
commodities to a statement of lifestyle; as consumers get more health and quality conscious,
consumer empowerment surges.

Nestle Mint
Nestle has made its name in the market in terms of quality and purity. The one thing that remains
constant in every product of nestle is the nutrition value and its quality. Nestle makes everything
from Baby food to breakfast cereal, from coffee, confectionery to dairy products. So Nestle Mint
must not only needs to be pure but also high in nutrition value and must have absolutely no side
effects.
There can be seen an exponential growth in the energy boosters and energy supplement market.
More and more energy drinks are being launched by big corporate giants in the market but
almost all of these are synthetic and have adverse effects on health in the long run. Seeing a huge
gap for a healthy energy drink made from healthy natural ingredients this product has been
designed. Nestle Mint is an Herbal energy drink which will give an instant boost of energy
without having any side effects. Most of the energy drinks available in the market are mainly
synthetic and have enormous amounts of side effects. The main ingredient which does the trick is
the caffeine. There are several natural herbal ingredients that can provide a reasonable amount of
caffeine which will be used in this Energy drink making it herbal, safe and healthy to drink.
Although some products are seen as natural alternatives to caffeine, many actually contain
caffeine itself or similar chemical substances that have similar effects. These include kola nut,
yerba mate, and guarana. Green tea also provides a dose of caffeine and a related compound,
theophylline, as well as the antioxidant epigallocatechin gallate (EGCG). It is possible that,
because of these specific compounds, green tea and all these herbs may have unique effects on
mental and physical energy.
The uniqueness of this product will cater a huge market gap of health conscious people who
wants to get an instant energy boost but also cares about their health. There is almost no product
available in the market that caters to this market segment. Nestle Mint will cater to the needs of
its target market effectively and efficiently providing all their desired benefits in just one
product. With Nestle as its parent company this product will have an edge over all the others due
to the already well made reputation of nestle in the market.

Focus Group I:
Purpose of Focus Group
Focus group is conducted by the people, representing Nestle, interested in launching a new
product Herbal Energy Drink. The focus group members include the students from Lahore
School of economics who are energetic, healthy and young. Through the focus group our group
is able to find the pros and cons of launching the product.
Participant Demographics
Seven participants took part in the focus group:

7 young men

4 students were 19-21 years old; 3 were 22-24 years old

5 of them play sports regularly, 2 of them dont play any kind of sports

Analysis
At the start of the focus group we checked the perception of our target market about the Energy
drinks. The perception of energy drink among our target market is quite positive. People think
that it is a good option to make up for the lost energy, to get an instant boost, to keep them active
and to stay awake People often use them while travelling because of above mentioned reasons.
Energy drinks have also become a status symbol in our society. Brand name was found to be
very important in this regard as the perception of any particular Energy drink depends upon its
brand name. Some of the Top brands that came up were Sting and Redbull. Availability and
Advertisements are the most important factor in the consumption of a particular energy drink.
People get attracted towards a product if it is given a proper shelve space or if if its
advertisement is catchy, a member also mentioned the tagline of Redbull (Redbull gives you
wings). Price range is another important factor; People prefer cheap energy drinks over the
costlier ones. Then we focused on our USP i.e Energy drink with no side effects. We asked our
Focus group if they knew about the side effects of the energy drinks. They all were well aware of

the side effects of the energy drinks and they know that they are not good for their health and
cannot be consumed on daily basis but at the same time they are not willing to stop drinking
them just because of their side effects. The flavors that they liked were fresh fruit flavors and
Mint. The energy drink should be carbonated and should have a strong flavor. The price range is
between50-100. Tin packaging is mostly preferred by the people because of easy handling and
disposal of the packaging. The advertisement should be very energetic showing enthusiasm and
spirit and for this purpose it would be better to use any sports celebrity. Women sports celebrities
should also be used. Sampling can prove to be very useful before the launch of the product to
get real reviews about the product. In the end to summarize it is a very good idea for Nestle to
launch this kind of product because they have already established their name in purity and
naturalness so, with such a strong parent company at the back this kind of product should come
in the market as the need exists in the market.

Market Segmentation
In creating effective marketing campaign market segmentation play a very important role. Nestle
Mint in this regard has to differentiate itself from the clutter of all the energy drinks. The main
differentiating feature of Nestle Mint is that it is that it is made up of ingredients that are not
harmful for health thus making it one of the very few energy drinks in the market that are
actually healthy. For Nestle Mint the narrow markets within the broad market are created to
ensure that target markets are effectively and profitably served. One of which are Non-User
health conscious people and the other is Dissatisfied Users.
The four different types of segmentation include demographic, geographic, and behavioral
segmentation.

Target Market
The nature of our product is such that it can be consumed by everyone but we must choose the
market segment that has the greatest potential. Our target market can be defined on the basis of
Demographic and Psycho graphic segmentation.
Demographic

Age: 18-35
Gender: Both Male and Female
Social Class: Middle and Upper class
Geographic
Geographically our target market consists of people living in big cities.
Psychographic
People who are required to do any kind of physical labor and likes to live an active and healthy
life.

Consumption Process
Pre-Purchase:
Nestle Mint is a new product and is based on a relatively unique concept. We will have to work
harder in order to change the negative/unhealthy attitude of the consumer towards the energy

drinks. To reinforce the idea of Nestle Mint being healthy and having absolutely no side effects,
through extensive advertising will help to form a positive attitude towards the product. The
information about the ingredients will also be made available on every medium used for
marketing. The parent company can play an important role in this regard as nestle has made its
name in pure and healthy products so consumers already has a positive attitude towards the
company.
Purchase:
The situational factors play a very important role in consumption process. As the respondents
mentioned in our first focus group that the availability of the product is one of the major issues
consumers are concerned about. The product must be available at all the retail stores, shops,
bakeries and the supermarkets. Eye level placement is also very important in this regard.
Different kind of standees can be designed and placed to make it easy for the consumers to find
our product. If proper incentives are given, then the retailers can play a very important role by
recommending our product to the consumers. For the supermarkets a special sales team will be
made who will tell customers about the product and boost up the sales. For the first few weeks
free samples will also be distributed which will not only give us real time feedback but also help
us to increase our sales.
Post-Purchase:
This part of the consumption process depends on the quality of the product. It will mainly consist
of the facts that that whether a consumer is satisfied with the product and willing to buy it again
or not. If the product tastes good and is providing the desired benefits to the consumer than the
consumer will definitely be motivated to buy it again another thing relevant here is the positive
word of mouth that will ultimately bring about higher sales of the product. The disposal of the
product is very important; we have made its tin packaging keeping in mind the use of product
and its recyclability.
Relationship Marketing:
We would focus on building long-term relationships with customers in order to maintain a
database of the loyal consumers to effectively serve and retain them through positive
reinforcement. This will help us in improving sales and on top of that we will be able to provide
extra attention to our loyal consumers. This will result in not only satisfaction but in the

development of our Brands image. As we are planning to bring out more flavors later on, this
type of marketing can also help us in informing the already existing customers about the new
products or any sales promotion for the product.

Perception
Basically perception is giving meaning to your sensory. Perception is how you interpret the
world around you and make sense of it in your brain. You do so via stimuli that affect your
different sensessight, hearing, touch, smell, and taste. In other terms perception is
identification of sensory information in order to understand and represent the environment.
Consumers are bombarded with messages on television, billboards, magazines and Internet.
When it talks about NESTLE, the perception of the consumers about the company is Hygienic,
Healthy, Fresh. The good perception about Parent company matters a lot in order to launch a
product.
That's why to maintain the very same perception; Nestle came up with an idea of Herbal Energy
drink an energy drink with no side effects and harmful ingredients.

Sensation
Sensation refers to immediate response of our sensory receptors(eyes, ears, nose, mouth, fingers)
to basic stimuli such as light, color, size, sound, odor and texture.
Colors
Colors may even influence emotions directly. Colors play great role in attracting consumers.
Reactions to color are biological & cultural.
Nestle Mint used Green color as for their identity, as green color is truly related with Nestle and
Mint.
Secondly Green color is associated with Nature, Freshness, and Health this is easy on eyes that
are why we chose this color as its matches to the product very deeply.
Size
Its a biological factor that vertical line always look longer than horizontal line weather they are
same in length. This is basically Vertical Horizontal illusion. We selected 250ml long Cans for

NESTLE Mint as our market survey and focus group report states that consumers are demanding
this packing. And from marketer's perspective its better to focus on height rather than width. so
that's why we chose Long 250ml Cans.
Smell
Smell plays important part in branding (every one can remember the delicious smell of their
favorite brands). They help a lot in making mood and memory. In Nestle Mint smell of mint is
used as its best describe to the flavor too. Smell of mint is totally related to freshness, coolness
which helps to keep consumer attentive, fresh.
Nestle using Scented marketing strategy here my promoting their products through smell. so
whenever wherever consumer went through smell of mint he will definitely thought of Nestle
Mint and will retain the product.
Hearing
Many aspects of sound affect people's feelings and behavior.
Sound plays an important part in branding as well (everyone can remember the crazy jingles of
their favorite brands). The sound track used by Nestle in TVs is quite energetic and attractive.
The high pitch sound matches best with the Nestle Mint. This helps consumer to retain the
product whenever they listen to that sound. They will attach a memory of Nestle Mint with that
energetic sound.
Taste
As like other sensory receptors, mouth is the most important among all in our case because our
main target is to differentiate the taste of Nestle Mint from other Energy drinks present in the
market and to compete with our competitors. Nestle mint has taste of Mint and Lemon which
differentiates it from all energy drink. As both of the things Lemon and Mint are related to
freshness, combine together to give exciting energetic taste. The taste is the main thing of Nestle
Mint which forces the consumers to buy more and more.

Learning and memory

As Nestle Mint is a new product it is very necessary for us that it remains in the memory of the
consumers. The advertisements must catch the viewers attention and should contain such
elements that will help consumers in retaining the memories of the product. The advertisements
must contain good popular music, excellent imagery and some element of humor to make it
memorable. The repetition frequency of the advertisements would be such that it does not wear
out but create maximum impact on consumers mind.

Positive Reinforcement:
Positive reinforcement will be done by building relationships with the consumer and making
them feel that they are important for us. Feedback will be collected on a regular basis through
social media forums. Greeting letter sand gift vouchers will be sent to our most loyal customers.
Message including the details of upcoming promotions will also be delivered to the privileged
customers.
All the marketing stimuli will be used in such a way that they create maximum impact on the
consumers mind so that it not only gets into their memory but they must be able to recall these
when they enter into a retail store. This will help us in generating more sales for the company
and also in the effective brand recognition.

Motivation and values

Motivation is a driving force within individuals that impels them to action. This action would be
a positive measure for the consumer to accept what Nestle is introducing. Nestle aims to create
awareness in the consumers mind for their hidden needs. Having a large number of loyal
customers
Nestle has to make sure that they are able to motivate the consumers by adding value to their
products. Thus considering the quality factor Nestle herbal energy drink can have an edge for
motivating its customers conveniently.

:-It is a process that leads consumers to behave the way they do.
Nestle through proper market research would determine the unfulfilled needs of its value
customers
In order to create tension and the urge to get what Nestle has brought into limelight. Through
Excessive promotions and online persuasive advertisements Nestle would mold this tension for
their own advantage and drive consumers towards it. As the unique selling point of Nestle energy
drink is the herbal factor and with minimum side effects and no harm to the health so it would
attract customers towards this. As consumers tension increases it would drive them towards the
Nestle products and create curiosity within them. This would further relate to differentiating the
product from all others and as it is a unique concept so consumers would grade it according to
Nestle built perception and would get attracted towards it.
Nestle image in back of their mind and would evaluate new concept according to it. As Nestle is
famous for "Good Food, Good Life" it would motivate customers.

The result of this perception, learning and reasoning would fall in the cognitive process of being
motivated as consumers would think and extract the uniqueness of Nestle Herbal energy drink.
Moreover being one of the largest brands globally consumers would be expected to have a
positive behavior and show their brand loyalty. At this point, consumers are focused to attain
their desired goal as this stage is the final stage of fulfilling hidden needs. As the consumers
goal is attained this would lead to reduction in tension that was risen due to the unfulfilled needs
initially.
Nestle would also focus on building motivational strength and to actually devote consumers
towards their product. Expectancy and drive theory would be used to dedicate consumers and to
make them choose Nestle Herbal energy drink over other energy drinks. As there are already
many direct competitors so it would be an advantage for the company like Nestle that believes in
innovation. They would be motivated to behave in a positive way towards Nestle. This would be
done through the brand image itself, Good quality, unique concept and exclusivity of the
products. Furthermore Nestle is considered as a High standard product and determine class.
Nestle would try to get positive response also by informing their consumer that what they would
forgo if they are not taking advantage of such healthy energy drink. This would divert their
behavior from other brands and they would be willing to try something new. However at the core
of all the decisions by consumers is the cognitive process that would help consumers to know
how to behave and what to choose. So Nestle would enforce a positive image in minds of its
customers and would help them to shortlist their choices and choose Nestle Mint Herbal energy
drink.
So what types of needs is Nestle Mint (herbal) fulfilling?
Generally Nestle is attaching its loyal customers to new product line of in Healthy energy drinks
a way that they could realize the fact that Nestle Mint is a healthy energy drink and its not
damaging their body like all other energy drinks are doing. Nestle Mint specifically focuses on
the following needs:

Hedonic need
There is always a need for excitement, pleasure, adventure and luxury products. As Nestle is
already at flow state point positive reinforcement is necessary. Nestle Mint will cater to the
hedonic needs of the consumers as Nestle already has an exciting and adventurous image in the
minds of the consumer for e.g MILO. The advertisements will also include the element of
excitement and adventure to not only keep u-p the already existing image of the company but
also attracting the potential customers which mainly consists of youngsters (athletes)
Project Final Report
Utilitarian Need
Utilitarian needs relates to the practical purpose, and relates to the idea that health is more
important than just energy boost. Therefore Nestle Mint increases usefulness by adding value to
the product by removing the harm factor and making it a herbal energy drink. Nestle aims to
cater to all sorts of needs of its consumers in order to satisfy them behind their expectations and
make them feel that the product they are buying is a great value of money.
Psychogenic Need
It is Catering to the mental rather than organic need. Nestle aims to focus on the mental aptitude
of the consumers by giving them the value of money and health and providing them with unique
attributes in every product will cater to the psychogenic needs of the consumer and will result in
higher involvement.

Personality
A consumers personality influences the way he responds to marketing stimuli, but efforts to use
this information in marketing contexts meet with mixed results.
Our product Nestle Mint (Herbal Energy Drink) has an edge over the other energy drinks that is
its herbal in other words in has no side effects that normally energy drinks posses and it is
specially designed for the people who are more health conscious.
As the studies shows that ones personality is always in a conflict. This struggle is carried out in
the mind among three system i.e. is the Freudian Systems.

Freudian theory
Id-pleasure principle
Super ego our conscience
Ego mediates between Id and super ego
Now our product gives out the pleasure equivalent to other energy drinks even better and it has
the same kick and the boost that one requires from an energy drink, therefore fulfilling the Id.
Then comes super ego and here is our product unique selling point that it causes no or minimum
harm to the consumer. So our conscience is clean. Then comes the ego and that is when our
conscience is clean the consumer knows that the product is off no harm he fully enjoys the
product. That is from other energy drinks it gives you minimum harm so its better to have Nestle
herbal energy drink rather than any other.

Trait theory
Trait theory is defined as identifiable characteristics that define a person. The main traits that we
are focusing are
1) Innovativeness
They do things because they're new.
Influencers look to be first to try new things. As our product is new and its a Herbal Energy
Drink they would b interested in the story about what makes this energy drink an amazing
product or experience and why you should try it too.
2) Self consciousness
They like to share things with their friends.
The second trait of an influencer you want to look for is that they love sharing the new things
they've discovered. Once the consumer has tried Nestls new product they would now tell their
friends about it whether they like the product or not. These are the ones re-tweeting and
commenting, talking about and spreading the story.

Brand personality
A brand personality is the set of traits people attribute to a product as if it were a person. It is
related to perceptual positioning.
As Nestl is the world's leading nutrition, health and Wellness Company. Good Food, Good Life
is the promise we commit to everyday, everywhere so our consumer know well of the quality of
products we produce. The position of our products in the minds of the consumers is high or I
other words in a good position as we maintain a certain quality over several years. So our herbal
energy drink would have a back hand and people would tend to consume it as they trust nestle
with their products.

Psychographics
The study of personality, attitude, lifestyles and interests is called psychographics. Psychographic
factors are also called IAO variable because this areas deals with the research of interest, opinion
and activates. Culture, behaviors and environment can be considered as the examples of
psychographics. Its the understanding how consumer mind thinks and behaves. Its the believes
and the values.
Studying the lifestyle of men particularly who are into sports and more adventure like consume
more energy drinks rather than other individuals, Nestle herbal energy drink caters to their need.
As their was no other herbal energy drink in the market which could cater to these people who
are fitness freaks and health conscious athletes so nestle helps them out while studying deeply
into their psychographics.

Psychographic Analysis

thinking process of the consumer

Lifestyle profile segmentation

Energy drink
Users- non users

Product specific profile

Nestle Mint energy drink

General lifestyle segmentation

Product specific segmentation

Nestle herbal energy
Its healthy

80/20 rule (consumer rule)

If Nestle Mint (herbal energy drink) is able to convince and make 20% consumer loyal to our
drink out of 80% that is more than enough.

Attitudes
As an attitude is a lasting general evaluation of people, objects, advertisements or
issues. Consumers attitude formation is very important for any brand or product. If
the attitude of the people is positive towards a brand than this will automatically not
only results into sales but also in brand equity. We have to make a positive attitude
of the consumer towards Nestle Mint and for this it should be projected as a herbal
energy drink which is healthy instead of being harmful.
Functions of Attitude
We know that attitude facilitate the social behavior. The attitudes exist because
they serve some purpose for the consumers. Here all four functions can be used
such as:
Utilitarian Function
The utilitarian function plays a very important role. If the consumers are satisfied
with the Taste, Energy level and design of the product, they will be satisfied with
Nestle Mint. It not only offers the health benefits but also brand name Nestle will
help to build a positive attitude towards the product. Nestle Mint got a great taste
which provide pleasure to the taste buds of our consumers. Its taste is not that
strong, we have balanced it with the fresh flavor of mint which is not strong nor very
mild. Likewise when the person will be physically fit with daily check on his health
and a healthy life will be considered as a reward of the product.
Value Expressive Function
The consumers will not form the attitude because of its objective benefits that is
their own health, but because of what product says about the person eg. He is
health conscious person; He chooses classy products for himself.
Ego Defensive Function
Our consumers would like to stay protected from external threats (such as tension,
anxiety, frustration, all these factors lead to heart diseases or high blood pressures)
and internal factors (such as the consciousness to stay healthy).
Knowledge Function
Consumer will be kept up to date about the new researches about the product and
its ingredients in this way they will have all the required knowledge about the
product and they will know what exactly are they drinking and what are its health
benefits.
Consumer feels that Nestle Mint is healthy. They would give NESTLE MINT a chance
and want it to be in the market.
The package design is unique. Its in green color which makes the consumer to think
of freshness. The brand image, packaging design and a simple advertisement
attracts the consumers attention. Its packaging plays a very vital role in
experiential hieracrchy of effects.

As we have mentioned above that the NESTLE brand itself have a great reputation
in the market as well as in the consumers mind. The theory of cognitive dissonance
could play a very important role here. If some consumer are not satisfied with this
product, they would still give it a try because of its other products. The dissonance
would eventually reduce. As consumer knows that caffeine could be harmful but still
they will try it because f its brand image and less caffeine statement.
For the feedback of consumer and to communicate with our audience we have used
different mediums such as TVCS , billboards and print ads.
We have used different appeals in our message. Its sex, humorous and fear
appeals. We are portraying Nestle mint as less harmful with a great taste. The best
thing that is attracting consumers to our project is Nestle positive image in the
market. They go for recycling process, which helps in eliminating pollution.
The package design is unique. Its in green color which makes the consumer to think
of freshness. The brand image , packaging design and a simple advertisement
attracts the consumers attention. its packaging plays a very vital role in experiential
hierarchy of effects.
Nestle herbal energy drink promises less caffeine which would be less harmful but
deep down consumers know that intake of caffeine is harmful not only for
youngsters but for everyone, but still they're willing to have this energy drink

Communication Model:
Effective communication being the most important factor is one of the main objectives of Nestle
due to which there has been a positive response of every product. Therefore while introducing
Herbal energy drink; a positive feedback is very important. The communication mediums Nestle
uses to deliver the message to the consumers are through Television, Billboard adzs and Print
ads .Marketers would deliver a catchy advertisement using the right medium, for the right
audience and at the right time. For this purpose colorful and energetic advertisements are made
to show the adventure, energy and enthusiasm which are every effective for our target audience.
With the right Message, the right Communication medium to deliver it and delivered to the right
audience will create a maximum impact and positive word of mouth will be created which will
further increase the brand equity of our product. We have to be very careful in choosing what
kind of message to be delivered through what medium, to create maximum impact. The
billboards advertisement is made very catchy to attract the consumers attention and have a very

little text. The Print ad is made very simple but a bit more informative because people have more
time to see that advertisement.

The Source:
The source is one of the most importance parts of a communication strategy. The credibility,
reliability and attractiveness of the source are very important. Source not only creates but
enhances the brand image of the product. For nestle mint to connect effectively with its
enthusiastic target audience we will chose the energetic sportsmen. They will show the energy
and the power that will enhance our products attributes and will convey our message effectively
to the audience. Famous sports stars will be selected for this purpose to ensure the source
credibility. The sports stars that we choose must be good looking to increase the source
attractiveness and they should have extensive knowledge and experience in their respective field
so that knowledge bias does not come into play. One other importance source that we will be
using for digital marketing will be the social media forums like facebook and twitter. These
sources are very important to effectively connect with the audience and get a real time updates
and the feedback of the consumers. Credible information will also be shared on these forums to
increase the consumers knowledge about the product.

Self concept
Nestle Mint is a product for Health conscious people as it differentiates between people who are
really concerned about their health and who dont. Like all the Nestle Products which are
targeted to people who likes to stay fit and healthy, Nestle Mint will also cater their traditional
target market. Nestle Mint therefore as its reputation suggests is targeting health conscious
people and its idea, innovativeness, and uniqueness are some of the attributes that could match
with ones personality traits. As marketers, consumers with low self-esteem are optimistic,
aggressive and hence are easily convinced to make a purchase .In addition to this the content that
is attractiveness indulges the customer in making a purchase. The intensity, stability overtime
and accuracy motivates individuals to relate a well-established product with themselves in
addition to this the social forces plays an immense role in making these purchases.

Ideal self
Consumers will want the features of nestle herbal energy drink as it gives health and fat people
will become smart after consuming it regularly and more energy would make the person stand
out more than other person. In the advertisement we show that the person who is consuming
Nestle Mint is better than normal person, although the other person is healthy and looks more fit
but result were change. People who will consume it will have more stamina; they feel cool in hot
summer.

Viral Identity
We will be focusing on viral marketing as we believe that word of mouth is of extreme
importance. Diversifying a well reputed brand is extremely risky and any negative publicity
would leave to failure of the product line but also a take a huge hit to the brand image. Therefore
positive viral marketing would be emphasized.

Symbolic Interactions
People exist in a symbolic environment and we assign meaning to any situation or object by
interpreting the symbols in this environment. When coming to nestle the first thing comes to our
mind is purity. So people who want purity and taste will consume it. so nestle mint is a product
for those people who are health conscious.

Self/Product Congruence
As we are offering a product line that would match the aspects of the self that is individual this
model applies to our product assuming there is a cognitive matching between products attributes
and the consumers self-image.
Our product line will become the part of the extended self on individual level as herbal energy
drinks will be part of the individual itself. People will say your preference will show how much
health conscious you are. This extended self would also include group level as individuals
regard their attachments to certain social groups as part of self and once they consider these
consumers subcultures they psychologically try to indulge the same activities/preferences of their
group.

Sex Roles
Our product line is unisex which is it offers products for both genders. Therefore there is no
gender bender. Male consumers who are athlete and, female consumers who regularly do
jimmying or jogging.

Body Image
We are not using any model/celebrity for the endorsement of our product as our product is
already well reputed and signifies the importance of individuals bringing the common people in
lime light. The reason why we choose simple athlete is to show that models doesnt matter a lot.
People who consume will consider themselves as a powerful athlete. There body image will

boost up after consuming it . since health issues are very important, people are now becoming
more health conscious so people want health with no side effects. They will feel the major
difference in their body after consuming it.

Lifestyle
Lifestyle defines the pattern of consumption on an individual, their personal choice and how they
would like to spend money and time. Netsle is a brand that focuses on health issues. People
belong to middle and upper class has lifestyle which suites to nestle mint, because the targeted
group is more health conscious than other group. The other reason is that nestle is a well known
brand people believe on nestle because they know that nestle will never break the trust. People
are more conscious the brand they are consuming. Brand loyalty has become a major factor for
companies now a day.

Focus Group II:

Analysis
At the start of the 2nd focus group the consumers were asked about the Product which includes
packaging, style etc...The response of majority of people was very positive towards whole of the
product. They put forward their views that, its very eye catching. The color of the can is quite
attractive and refreshing, seems like a pure summer drink. But as far as packaging is considered
it's not giving impression of energy drink. They suggested that packaging should be modified so
that it will give look of energy drink more as compared to refreshing drink. Secondly there must
be mentioned that it's a Herbal energy drink so that people should be aware of your product that
it has no such harmful ingredients. The green color is so eye catchy that shows point of freshness
as well as herbal but again if the colors would be more bright then it will relate more better with
energy drink and more consumers were attracted towards the product.
But as whole Product is seen Nestle has a brand image and we always expects good things from
them as nestle is related with healthy products. The best and major thing about the whole product
is that it's totally made of herbs and natural things which has no side effects and that is their
unique selling point.

Price
On asking them which price approximately would they prefer for this product we came to know
from consumers that as Nestle is a multinational company and has a brand image too so price of
this Nestle Mint must be competitive to other products because if the price kept so less it will
portray a negative image of the product and may be nobody will prefer to buy it. The price
should be kept less than Red bull because it's very hard to break the market of red bull as it is the
largest consumed energy drink in the Pakistani market and people are so much loyal to Red Bull
energy drink. So to convince the consumer towards your product price should be kept less so that
consumers must give a try to Nestle Mint.
On quantitative measure the price should be kept around 70 to 75 as on this price you can break
the competitors of both, the energy drink and the soft drink.

TVs Ad
The ad shown is quite amazing and kind of humorous too. The first impression the viewer should

get from this TV commercial will be it gives you energy and boost your stamina. But in the
advertisement it was not focused that it's a herbal energy drink which again distracts customer
from main characteristics of the whole product. Basically there must be shown that it's a herbal
energy drink so that people should get awareness about this healthy drink which is clear from
harmful ingredients like caffeine, steroids, etc.. . Furthermore to get more fan following some
kind of celebrity endorsement must be added in TVs ad as energy drinks are more related to
sports and consumers will attract towards product more if a celebrity star is the brand
ambassador of the product . Like Pakistani tennis player Aisam-ul-Haq would be suitable as
brand ambassador of Nestle Mint.

Print Ad
As far as other advertisements are concerned print ad is the best among all to portray and clarify
the point that it is a Herbal Energy Drink. The color combination is very eye catching and
refreshing. After watching such kind of ads every viewer tempted and attracts towards the
product. And little information regarding the Herbal energy drink will improve it more overall
it's amazing.

Billboard Ad
The best thing in this ad is that it is very jazzy the use of sharp colors will attract Youth a lot. The
sparkling thrilling layers exactly describing the product. Sparkling and lighting combination in
this giving meaning that it is the main source of energy and it could be more effective if it is
related to print and TVs Ad .

Promotional strategies
As far as all promotions are concerned you are coming to market with excellent promotional
strategies and the ideas. But it's very necessary to hit the market at right time besides these
promotional strategies you must have to do free sampling of your product so that people came to
know about the taste of the product and if they like the taste you will definitely become
successful in the market.
One thing more by which you can attract more consumers towards the product is by advertising
your product in Cricket matches and other sports and specially one GEO super which is totalyy
sports based Pakistani channel.

Recommendations.
There is lack of information on packaging, and TVs, print and bill board ads. By adding more
information about you product in the ads.
Secondly the Tag line must be so catchy that it will cover your product main thing which is
herbal energy. Tag line must be covering all aspects of your product like Refreshing drink and
herbal energy drink.
And last but not the least you must have to mention in your ad and on your product packaging
that it's a Herbal energy drink which is very important because you cannot hit the market until
right information is not provided to consumers.