Executive summery

We 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 Situation

The 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 Pakistans
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. Nestl
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, Nestl PURE LIFE is destined to
become the worlds 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 theyre being offered good products for their healthy lifestyle. If you look at
the logo of Nestle, youll get to know that a bird is feeding the children. Obviously a
mother cant 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 Selling
A 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 Tshirts, 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 Promotion
Specific 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, Pepsis, 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 generation
The 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 Nestl Pure Life
Over the space of a few years, Nestl Pure Life, the worlds 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 brands 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 Advertising
Here 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 water
Water is vital to health. Our body loses water during the day so it is essential to
replenish it. Proper hydration helps maintain the bodys functions, as well as mental and
physical performance.

NESTL Pure Life PET Bottles

The year 2001 saw the successful completion of three years of outstanding business for
NESTL 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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NESTL Pure Life Home & Office Service

In 2000, NESTL 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 Promotions
Here 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 Promotions
Its 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 sponsorships

In 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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Publicity
Pure 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 advertising

Point of purchase advertising is actually the Advertising that is built around impulse
purchasing and that utilizes display designed to catch a shoppers 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 manufacturers
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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