Integrated Communications Plan

Presented by Elite Marketing

Matt Schmoll, Kelsey Batson, Essence Taylor,
Leslie Fan and Jiang Sixu

Table of Contents
Executive summary . . . . . . . . . . . . . .
Situation analysis . . . . . . . . . . . . . .
IMC Strategy . . . . . . . . . . . . . . . . . .
SWOT analysis . . . . . . . . . . . . . . . . . .
Environmental threats . . . . . . . . . .
Competitive analysis
. . . . . . . . . .
Target audience
. . . . . . . . . . . . . .
Research analysis . . . . . . . . . . . . . .
IMC Objectivies
. . . . . . . . . . . . . .
Campaign timeline . . . . . . . . . . . . . .
Campaign budget . . . . . . . . . . . . . .
Creative brief . . . . . . . . . . . . . . . . . .
Evaluation
. . . . . . . . . . . . . . . . . .
Conclusion
. . . . . . . . . . . . . . . . . .
Appendices
. . . . . . . . . . . . . . . . . .
References
. . . . . . . . . . . . . . . . . .

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Executive summary
Good Food, Good Life Nestl is todays world leading health, nutrition and wellness
company (Nestle, 2012). As the largest food company in the world, Nestl is committed to
enhancing the lives of people, pets, and the communities where consumers live and work. As one
of the famous brands of Nestl water, Nestl Pure Life is known as the worlds largest bottled
water brand by its pure, safe water and loyal consumers.
Nestl Pure Life is dedicated to bringing the benefits of healthy hydration to as many
people as possible at an affordable price. With a quality guarantee, Nestl Pure Life is welcomed by women, low-income families and minorities. Nestl Pure Life offers eight different
economical and convenient bottle formats to provide access to quality refreshment wherever
consumers go. However, to keep ahead in the strong competition, Nestl Pure Life needs to do
more.
The objectives Elite Marketing has developed are designed to build the brand equity and
reach a growing audience. Elite Marketing believes Nestl Pure Lifes biggest goal is to grow
its loyal customer base. This requires creating positive conviction in potential customers and
reminding them of the benefits Nestl Pure Life provides.
According to Nestls history, percentage of sales and advertising fees proportion, Elite
Marketing suggests Nestl Pure Life invests $178,081,195 into different advertising channels,
including TV commercials, product placement, local sponsorship, social media and so on. The
suggested media strategies and implementation are based on the findings of the previous price
range and trends.
Elite Marketings marketing report contents are an in-depth analysis of Nestl Pure Lifes
company, product and the benefits and future outcomes of the proper implementation of the
strategies.

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Situation Analysis
Consumer analysis
Based on the research statistics and Nestl Pure Lifes current consumer profile, the customer
analysis can be broken down into the following two parts: behavioral profile and demographic
profile.

Behavioral analysis

Product labeling, packaging, flavor features and water source are likely to persuade
consumers to buy bottled water. Nestl Pure Life is classified as purified water, which means
it comes from a well or municipal source and is then carbon filtered, softened, demineralized,
remineralized and disinfected with ultraviolet light and ozone.
According to a blind taste-test made by Thrillist.com, Nestl Pure Life ranks the third
favorable bottled water among eight brands, defeating Fiji, Dasani and Evian. Besides its
good taste and cheapest price, Nestl Pure Life always keeps a good brand image before the
consumers. According to a survey by Washington-based Environmental Working Group (EWG),
in 2011, Nestl Pure Life began disclosing its water source and treatment method on the label.
Yet the nine other top domestic brands Coca-Colas Dasani, Pepsis Aquafina, Crystal Geyser, and
strangely six other of Nestls seven brands do not (Koch). The extent of disclosure about
the production process and nutrition label also influences consumer behavior. The transparency
of information distinguishes Nestl Pure Life from other brands. Especially among its targeted
family-oriented customers because those families with children put quality first when they make
purchase decisions.
Behavior profiles also focus on consumers actions. Nestl Pure Life is available in single
bottles, 6-packs and 32-packs. According to the Mintel report, middle-aged and older consumers
may prefer buying bulk size by traditional channels such as supermarkets, while younger buyers
may be more likely to buy water in convenience stores, natural food stores, specialty beverage
stores, and sandwich/coffee shops. (www.alternet.org) Consumers of different ages may also be
inclined to drink water during different parts of daily activity as scene in chart 1.1.

Chart 1.1 - Water habits by generation (Mintel)

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The good thing about Nestl Pure Life is that its brand image is very family-oriented with
the use of a green and blue color which reminds consumers of family and environmental ideas.
Currently, loyal consumers of Nestl Pure life are those that believe the slogan and brand image
of Nestl Pure life. These consumers value family, nature, safety and quality. They choose Nestl
Pure Life for a reliable product, reasonable price and the brand values.

Consumer demographics

The current target market of Nestl Pure Life is generally low-income families whose
average income is lower than $60,000. Most of them are Black, Hispanic and Asian and
middle-aged. Hispanic consumers tend to buy bulk water for cooking purposes while other
targeted customers make their decision based on health conscienciousness. According to the
Bottled Water U.S. 2015 industry report from Mintel, Blacks are especially important for Nestl
Pure Life because they are in favor of unflavored, still bottled and bulk water brands. The most
common type of Nestl Pure Life is single package bottled water, which perfectly satisfy the needs
of African Americans with an affordable price.
From a gender perspective, according to American Demographics, women constitute the
majority of bottled water drinkers. Some 45 percent of 18 to 34 year old women and 44.6
percent of 35 to 54 year old women consume bottled water over other beverages. In fact, the
overall bottle water industry shows a trend that female users choose bottled water as a primary drinking source 1.32 times as much as male users, with all other conditions being equal.
Nestl Pure lifes product, advertisements and brand image focus more on female consumers
which is a corresponds with the target audience. This is seen most through Nestl Pure Lifes
advertisements as a family-oriented product which reaches the matriarch with the family buying
power.
In the U.S., more Nestl Pure Life consumers are from the south and southwest states
possibly because most minorities are seen here, which matches Nestl Pure Lifes target
consumer mentioned in the previous paragraphs.
Nestl Pure Life is successful at reaching target consumers and defining its target market.
Throughout Elite Marketings campaign, the researchers hope to better understand how to reach
the target market and create lasting bonds with these consumers.

Company analysis

Nestl was founded by Henry Nestl in 1867 (China daily 2016). The companys
headquarters are located in Geneva, Switzerland with over 500 factories in the world, making
Nestl the worlds largest food manufacturer. Condensed milk was the first product Nestl introduced but the companys current biggest seller is its instant coffee and chocolate bars.
Nestl Pure life is the core brand of Nestl water group. This water the leader of the worlds
bottled water market as seen in chart 1.2 below. Nestl water group is located in the center of
water research in France and is famous for its advanced water quality research system with advanced water quality analysis equipment.
Nestl waters is a company that believes, Hydration is the core of health. Nestl Pure Life is
a company driven by healthy consumption choices. Making such choices will aid a much
happier and long existence tying into Nestls mission Good food, good life. Nestl has grown

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Chart 1.2 - Bottled water sales of various companies from 2013-2014 (Mintel)

over time but still implements the spirit of the founder Henri Nestl that made the company with
the intent of innovation and goodwill. This ideal is seen in Nestl Pure Lifes sustainable efforts
and company developments.
In October of 2014, Nestl Pure Life published a story of how the love of water is passed
down from generation to generation. This was accompanied by the slogan,You give me more
than life, you give me Nestl Pure Life. and over time 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. (Klaassen 2014)
Although Nestl Pure Life isnt the first bottled water introduced by Nestl Water Group, it
has became the most popular and relatable since its introduction into the market in 1998. This
specific bottled water is aimed toward a global market as Nestl Water saw a need for safe water
everywhere. Nestl Pure Life is a relatable and affordable product making it accessible for the
everyday person.

Product analysis

Nestl Pure Life has earned its place as the worlds largest bottled water brand. The
company believes in delivering pure, safe water to its consumers in over 40 countries, across five
continents. The product features and benefits include healthy hydration, sustainability and
convenience meeting all the needs of its target audience. Every drop comes from carefully
selected and protected springs and goes through a purifying process to ensure the customers get
exactly what is marketed, pure water. Nestl Pure Life makes access to healthy beverage options
affordable but is specifically committed to families. The features and benefits appeal to adults;
the mini and seasonal bottle designs appeal to children.
Nestl Pure Lifes water is from uncontaminated underground water which contains a
certain amount of mineral salts, trace elements or carbon dioxide gas. Under normal
circumstances, its chemical composition, flow, water temperature and other dynamic fluctuations
in the natural range is relatively stable.
Nestl Pure Life is rich in minerals and each mineral is within the specified range. Its water
is suitable for the physiological characteristics of the human bodys environment is conducive
to maintaining the normal osmotic pressure and acid-base balance. This can effectively promote
the bodys metabolism, accelerate the recovery of fatigue and also protect the heart and reduce
cardiovascular and cerebrovascular prevalence and mortality rate. Nestl Pure Lifes lithium and
bromine can effectively regulate the activities of the central nervous system and provide positive
emotional and sedative effects.

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IMC Strategy

Mission and Vision

The objectives Elite Marketing has developed are designed to build the brand
equity and reach a growing audience. Elite Marketing believes Nestl Pure Lifes
goal is to grow its loyal customer base. This requires creating positive conviction in
potential customers and reminding them of the benefits Nestl Pure Life provides.
This will be achieved through the following objectives and implementation.

Remind & Frequency

Nestl has 150 years of recognition in the food and beverage industry. The brand has been
consistent with their target audience over time with the exception of extending their brand to
include marketing to minority families.
Elite Marketing acknowledges Nestl Pure Life water as an established brand and is
concentrating on the remind aspect of the IMC pyramid. We plan to promote Nestl Pure Life
through multiple media outlets and focus on frequency over reach. This will keep Nestl Pure Life
in consumers mind which is important considering the saturated market.
This campaign will focus on end consumers and consistently reaching them through a
continuous pattern of media flow. Nestl Pure Life will focus on supporting activities already happening in local communities. Overall, the frequency of media will come from traditional media
outlets including television and print, to remind customers and gain even more familiarity. It will
also come from new media outlets such as social media and endorsements.
Nestl Pure Lifes focus on frequency will continue to remind consumers of the brand and
ensure Nestl Pure Life is the brand consumers are choosing as they shop. This relates to Elite
Marketings primary goal of building brand equity through a loyal customer base and brand
image.

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SWOT Analysis
Nestl Pure Life is a household name among most American families as well as families
in some other countries. Nestl has a strong global reputation and has been able to expand its
marketing efforts to reach countries individually. Because of this, Nestl currently possesses the
largest market share for bottled water products.
Nestl Pure Life is reasonably priced and has a well-defined focus on families. It also faces
some of the problems other bottled water companies are also facing such as environmental
concerns, a saturated market and strong corporate competitors. Despite these problems, the
bottled water industry is expected to grow through 2019. Nestl Pure Life also has potential to
grow with new product lines such as sparkling water and flavored water.
Overall, families are trusting Nestl Pure Life every day and continue to buy its product for
its convenience and consistent quality. With Nestl Pure Lifes focus on families this growth has
potential to grow for generations.

Strengths

As discussed already, Nestl Pure Life has a well-defined target audience that continues to bring
revenue to the brand. Because of its credibility and reasonable price, Nest Pure Life also holds
the largest share of the bottled water industry. It has become a household name and already
partners with some schools and hospitals. Below is a list of Nestl Pure Lifes biggest strengths.

Well defined target audience

Reasonable price
Hold the largest market share
Successful product for Nestl
Sold in almost every grocery store
Partner with schools and hospitals to provide product
Convenience
Household name
Positive reputation among many company products
Socially responsible company

Weaknesses

Although, it is a strong brand, Nestl Pure Life still struggles to command a significant market
share in a saturated market. One area of improvement is its campaign strategies and discussion
of its purification system. These weaknesses can be overcome with opportunities and strengths.
Below is a brief list of Nestl Pure Lifes weaknesses.

Saturated market
Packaging is dull
Water purification system is boring
No public figure representing brand
Promotion campaigns are lacking

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Oportunities
Nest Pure Life has already begun to expand in the global market. There is still opportunity for
further growth and new product lines. There are also opportunities to expand sponsorships and
partnerships throughout this campaign. Below is a list of Nestl Pure Lifes opportunities.

Possible new product lines such as sparkling water and flavored water
More people are choosing water over soda
Global market growth
Event sponsorship
Greater promotion presence
Reach out to more retailers
Including more positive additives in water

Threats

In a saturated market, there will be threats present. As the economy grows, consumers may
begin to choose more specialty brands. These brands tend to be more environmentally friendly
may offer similar products. Below is a list of Nestl Pure Lifes threats.

As the economy rises, more people may choose to upgrade their water
Strong corporate competitors
Environmentalists dislike of plastic bottles
Lack of clean water supply
Customer demand for reusable water bottles
Other competitors in similar markets such as coffee and tea

Key findings:
Because of these successes Nestl Pure Lifeshould continue to provide reasonable prices but
also recognize its brands worth in comparison to competitors. Future marketing
communications plans should focus on mainstream media communication such as social media,
youtube and family resource websites. They should continue to highlight successes such as price,
convenience and reputation. They should provide greater emphasis on their positive initiatives
such as partnering with after school programs. Finally, Nestl Pure Life can break into developing
country markets through social responsibility efforts.

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Environmental threats
The bottled water industry is constantly changing and will continue to do so since its rising
in 2014. The industry is looking for efficient and innovate new processes and technologies while
still remaining environmentally friendly. There are many things impacting the industry at the
moment that will lead to many changes in the upcoming years.
Advances in technology are pushing the industry to be eco-friendly and efficient. The push
for more eco-friendly containers has impacted the inspection process. Some packaging is so lightweight it cant withstand a rigorous inspection process. Non-contact automated inspection will be
key in upcoming years (Buono, 2015).
The transportation of large shipments of bottled water is also changing. Shrink wrapping
technologies are improving and becoming more automatic to ensure a quicker and more efficient
and accurate process. More effective wrapping techniques also save the actual plastic wrap to
reduce wasted product. Some companies have gotten rid of shrink wrapping all together
(Jacobsen, 2016). The industry as a whole is very proactive in making everything more efficient
and leaving a smaller carbon footprint.
Social trends today include enhanced and sparkling waters. Within the last year, consumers
have been drawn to water with extra benefits such as alkaline, immunity, and probiotic
(Harfmann, 2016). Organic products are also continuing to grow and there is a lot of emphasis
on it. With the growth of environmental friendliness there is a push to make sure the water is not
impacting the environment negatively.
Conservation of energy is a priority to manufacturing companies because being wasteful is
not tolerated by consumers using and supporting your company. The bottled water industry uses
the smallest water and energy level compared to any other beverage (Bottled, 2014). This is
another aspect of the industry that draws consumers in. Convenience store visits also are up and
the frequency of visits are up (Harfmann, 2016). This may play a role in bottled water purchases
due to the amount bottled water options that are offered in convenience stores.
Consumers are also focusing on the ethics of bottling water in terms of where and how they
are made. If a company builds in a town and begins using a citys water supply they need to be
sure to do it responsibly and ethically or consumer preferences will change. Consumers in the
U.S. have more of a utilitarian approach, especially with water, because it is well-known that
many countries still struggle to find clean water for use.
Economically, the bottled water industry is on the rise. There was a sharp increase in sales
around 2014 and it has continued to rise since. It is expected that by 2017 bottled water will
outsell all other bottled beverages in the industry (Mintel, 2016). Despite the rise in flavored
and sparkling water, unflavored water still accounts for 80.3 percent of the total market (Mintel,
2016).
Supermarkets are still supplying most of the bottled water consumers drink today,
accounting for close to 75 percent of the market volume. Globally, bottled water is becoming
popular as well. Europe accounts for 34 percent of the global market which is pretty significant.
This shows there is potential in foreign countries. Currently, the bottled water industry has huge
potential. It is projected to be a 28,513.6 million dollar industry by 2019 (Mintel, 2016).

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Political and legal factors in bottled water continue to occur. The biggest question focing
regulators is what to allow in bottled water: such as chemicals, pH levels, etc. It is also still
unclear who should be in charge of these regulations. Currently the FDA regulates the bottled
water industry because it is technically considered a food item. However, the EPA regulates the
tap water that consumers have in their homes.
Keeping these factors in mind Nestl Pure Life will need to adjust to the changing ways of the
industry. If they can get behind all the technological and social trends consumers will continue
to pick them over the competitors and their efficiency will increase. They will need to keep the
economic changes as well as the political aspects of the industry in mind to keep their positive
reputation.

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Competitive analysis
Nestl remains at the top of the product category in terms of market share. Nestl Pure Life
contributes on a large scale in the global market which helps its product succeed. As seen in the
chart labeled 2.1 provided below, Nestl Pure Lifes biggest competitors are Dasani made by
Coca-Cola and Aquafina produced by PepsiCo. There are also many other private labels that,
together, command a large portion of the market share.The third competitor, Evian, represents a
private label and was selected based on its target market.

Chart 2.1 - Brand comparison of market share (Mintel)

Nestl Pure Life Competition SWOT

Strengths

Weaknesses

Nestl Pure Life

Dasani

Reasonable price

Eco-friendly bottles

Positive reputation

Cap It campaign

Well-defined target
market

Packaging is dull
No public figure

representing brand

Saturated market

Opportunities

Threats

New product lines

Event sponsorship
Include more
minerals in water
Water conservation
Strong competitors
Demand for
reusable bottles
Lacks sophisticated
filtration

Aquafina
Unique filtration

Many promotions

Flavored/Sparkling

Distinct taste

Water reputation
Fast food

partnerships

Saturated market
Brand strength
Healthy
partnerships
Environmental
protection

Low investment in
social media

Broad target
audience

Evian

Drink up campaign
No hospitality
partnerships
Only 3 sizes
No public figure
Saturated market

Flavor drops

Water delivery
Size variety

Reusable water
bottles

Demand for luxury

water increases

Strong campaign to
young moms

Sponsorships
Trustworthy
Expensive

Segmented audience
Saturated market

Earn market share

of families
Gain high-end
sponsorships
Demand for luxury
water increases
Limited water
source

Cheaper natural

springs companies

Chart 2.2 - Elite Marketing SWOT of competitors

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Dasani
The biggest competitor for Nestl Pure Life is Dasani which holds
the next largest market share at 13.7 percent of the market.
(Bottled Water - US - January 2016). Dasani is known for being an
environmentally friendly company with a big initiative on innovative
bottles and recycling. Dasanis bottle is made of 30 percent plant
material with a cap that can be screwed onto faucet taps to conserve
water at home. Dasani has always focused marketing efforts on its
recycling initiatives. These efforts align with Coca-Colas Give it
Back campaign which focuses on reclaiming bottles (Dasani.com).
As a brand, Dasani has positioned itself as a water for the active
lifestyle through social media focused on activities including yoga
and surfing. Dasanis strong marketing efforts and current market
share make it a serious competitor for Nestl Pure Life.

Aquafina

Aquafina makes up approximately 8.5 percent of the bottled water

market share. Its marketing efforts are focused toward driven,
on-the-go people. Their unique purification system known as
HydRO-7 ensures no minerals or additives are included in the water
once the seven step process is complete. This positively reflects their
slogan, Pure water, perfect taste (cu.pepsico.com). They have also
decreased the size of their labels and have also cut 15 percent of the
weight of their packaging (Aquafina.com). Aquafina is able to thrive
because of the strong corporate support it receives and its social
responsibility. Its position in the market seems similar to Dasani,
although its initiatives are more similar to Nestl Pure Lifes. This is
why Elite Marketing deemed them a strong competitor.

Evian

The final competitor is Evian water. Evian water is an international

brand that commands a 5 million person audience and represents a
private label brand. Evian has done the best at creating an enticing
and attractive marketing campaign titled, Live Young. The premise
of this campaign is to focus on the safety and filtration of its water
source. Its water is the most unique and its target audience is well
defined. While Nestl Pure Life targets the family, Evian is also
seeking to target the mother. In most families, the mother is the one
with the buying power. Although Evian is more expensive, in a
growing economy it stands to gain ground over Nestl Pure Life in
the coming years. (Evian: Marketing and Communication Strategies)

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Target Audiences
Elite Marketings media plan will be launched to reach Nestl Pure Lifes target market. The
company is a strong family-orientated brand that focuses on the majority of families in the
United States as its primary target market. For this campaign, Elite Marketing has chosen to
target the Midwest and Southwest regions with stronger emphasis because Elite Marketing feels
these regions most strongly represent Nestl Pure Lifes target audience.
Along with Nestl Pure Life, Nestl has been effective in marketing other products to
families. The company is producing products like baby foods, dog foods and childrens snacks
making their ideal consumer evident. Nestl Pure Lifes logo is even designed to attract families
with the three figures representing two parents and a child who are joining hands. Below is a list
of characteristics that define Nestl Pure Lifes target audience for this campaign.

Target audience profile:

Family-oriented consumers/consumers with children

Women

Seekers of healthy hydration

Eco-friendly and sustainable customers

Working adults

Income level range: $20,000- $60,000

Lower middle class

White + minority families

People with on-the-go lifestyles

Values their bodies, their families and the earth

Nestl Pure Life is an affordable

bottled water company. Elite
Marketing believes the brand should
target consumers from the income
levels of $20,000 to $60,000. to reach
lower-middle class consumers. Due
to the low income level, it is more
likely that these families contain two
working adults and view bottled
Table 4.1 - Income levels (Nielson Pop-Facts, Demographics 2016) water as a convenience product

necessary for their busy lifestyles.
Nestl Pure Life generates a lot of consumers from the southwest states due to its slight under-development and lower income levels. Elite Marketing has determined this is an
appropriate target audience for its new campaign. The Southwest and Midwest aligns well with
the brand benefits and values and compose the audience Elite Marketing is interested in targeting

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Elite Marketing believes Nestl Pure Life should also specifically target minority groups
within these regions. These minority groups represent a more segmented variation of the
primary market and act as the secondary audience. The current target audience looks more
generically at lower middle class families. White citizens make up the majority of the population in America with 77 percent, and ten percent of this is in the lower class according to the U.S
Census Bureau. Whites account for the majority of the lower class compared to other races. Black
citizens account for 13 percent of the American population and Hispanic citizens account for 17
percent. Of those percentages, 21 percent of Hispanics are in poverty and 24 percent of blacks are
in poverty (US Poverty Statistics). These numbers are lower in relation to the entire population
but are significant in each individual community. Since Nestl Pure Life is an affordable bottled
water company it would be beneficial to market to minorities who need affordable healthy
drinking options. The demographics and psychographics of the two areas we are match those of
the companies ideal target market according to the Prizm Segmentation.

Table 4.2 - Brand comparison of market share (Nielson Pop-Facts, Demographics 2016)

Nestl Pure Life has already been active in targeting Hispanic consumers. In 2010, the
company launched a new campaign La Promesa Nestl Pure Life meaning Better habits for a
better life directly targeting Latina moms to encourage their families to have better drinking
habits. In the ad, Nestl Pure Life featured a well-known Hispanic TV host Cristina Saralegui.
Saralegui has also entered a partnership with Nestl Pure Life to help the brand gain familiarity
with its secondary market. The commercial doesnt only sell water but also explains to the
audience the importance purchasing of water over sugary, unhealthy beverages. To further win
over this group they created a sweepstakes opportunity. If the consumer pledges to replace
unhealthy beverages with water they could have a chance to win $20,000 in cash prizes and a
chance to meet Cristina Sarlegui. (OLeary, Noreen)
The target audience is defined by VALS as believers and achievers. This people group as a
whole is economical due to a lower income level. They are also interested in established brands
and creating small change in the world. They are also family-oriented. This is the general
psychographics and geographic area Nestl Pure Life should target throughout its campaign.

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Research Analysis
Elite Marketing began its research by understanding Nestl as a whole, and then began to
narrow to specific programs and audiences. The Elite Marketing team of five collected data for a
month from various websites, social media sites, and business databases. This data was used to
understand the history of Nestl, the internal and external position of Nestl Pure Life and
current and past marketing campaigns.
The team looked at the history of the company and what message and campaigns they have
created through the years. Nestl began as a baby food company in the mid-1800s in Switzerland.
The number of brands now owned and operated by Nestl is an astounding 2,000 companies. The
biggest products for Nestl are its instant coffee and chocolate bars. Overall, Nestl is the worlds
largest food producer.
Elite Marketing then narrowed its research to focus on Nestl Waters. The team was able
to see how many bottled water companies they control and how they separate each brand as
unique. Nestl Pure Life is the largest water company owned by Nestl, and there are 15 total
brands represented in this group. Some of the other significant companies represented by Nestl
Water are Ice Mountain, Poland Spring and S. Pellegrino. Through online searches and social
media searches, Elite Marketing found that Nestl Pure Lifes target message is Healthy
Hydration. This water brand is targeted to families and is perceived as family-oriented,
established as an everyday, convenience brand. One of the biggest discoveries about Nestl Pure
Life, is it doesnt portray itself as prestigious and the current advertising and marketing is pushed
toward the target audience of the everyday family across the globe.
Elite Marketing researched the Nestl Pure Life product position within the industry and
within the company. The team also researched the expected growth of the bottled water industry
and specifically Nestl Pure Life by looking at past sales and growth figures. These figures were
then compared to competitors in the industry including Dasani, Aquafina and Evian. This was
done through Mintel reports, Nestl data findings, and Business Premier Database searches.
Next, Elite Marketing researched Nestl Pure Lifes market share and placement in the
product lifecycle. It was surprising to find that Nestl Waters market share is currently 11.6
percent with Pure Life being their best-selling brand. This makes Nestl Pure Life the current
industry leader. After this discovery, Elite Marketing placed Nestl on the growth phase of the
product life cycle because it is still capable of expanding its brand and creating fresh marketing
campaigns.
The research continued by looking at their current and past advertising efforts and
campaigns. This was found through database searches and looking at the social media channels.
This allowed Elite Marketing to explore what practices Nestl Pure Life was already participating
in and what practices the team could activate. The majority of the advertisements were aimed
towards families with children and minority groups. In 2010, Nestl specifically targeted the
hispanic community in the Southwest and was able to see growth despite the recession. Nestl
has also done a great job reaching different cultures around the globe with its separate Facebook
pages targeting each country uniquely.

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purchases often dont happen and the quantity of purchase is not continuous or increasing.
Through Elite Marketings research the team has gained an understanding of Nestl Pure
Life as a company and as a brand in a highly saturated industry. The team has grown in
understanding of Nestl Pure Lifes mission. This has also included understanding their longterm goals and how they have approached reaching these in the past and continue to reach them
now.
Understanding Nestls business system better has helped Elite Marketing look at what
Nestl Pure Life is trying to achieve it. The team found benefits Nestl Pure Life offers to their
consumers include price, convenience, quality reliability and name recognition. Bottled water
can be defined as a convenience product, and Nestl Pure Life is one of the most convenient due
to the variety of bottle sizes it offers and its availability almost every convenience and grocery
store. Price and quality play a big role in consumer buying decisions, Nestl Pure Life is known
as being relatively low priced while still delivering quality water consistently.
The legal and political factors were most interesting to research and determine what rules
and regulations affect the industry. It was good to learn that the FDA regulates the bottled water
industry and decides on what chemicals and PH levels are acceptable, as well as the packaging
specifications. These factors can often be overlooked in marketing planning but it is important to
learn what political and legal factors could affect the product.
Another benefit of Nestl Pure Life is the name recognition of Nestl. Nestl offers many
products and is well known internationally with a positive reputation. Through our research we
have looked at Nestls competitors with a SWOT analysis approach and gained some insight on
where Nestl is falling short, possible opportunities for Nestl, as well as the strengths they have
over their competition. Some of the strengths we found was the reputation they have, as well as
their pricing. Some of the biggest weaknesses we found were the lack of public figures
representing the brand and that the packaging is somewhat dull and has remained the same for
quite some time. Possible opportunities we found were a change of packaging and new product
lines such as enhanced waters that seem to be up-and-coming in the industry. The threats
section of the SWOT analysis was the most surprising due to the sheer number of things that
could impact Nestl Pure Lifes longevity and profitability. Possible threats we found were
market saturation and a change in consumer behavior, such as the desire for reusable water
bottles instead of disposable. There are a lot of things that you dont really think of as threats for
a brand until you draw it all out.
By conducting a situation analysis, the team took a look at the bottled water industry and
the possible direction, potential competitors, strengths and weaknesses, impact on Nestl Pure
Life and consumer impact in coming years. The team was able to look at industry trends and new
emerging products with potential. This research was most useful in determining background and
looking ahead to planning Nestl Pure Lifes next campaign. The target audience, objectives and
preliminary budget were determined based on Elite Marketings above research.

Elite Marketing - 17

Key findings
1. Longevity is a key component to their success. Nestl Waters has been in business for 28
years descending from Nestl Corporation which began in the 1800s. With longevity comes
name recognition which can be used to their advantage.
2. Price and quality are key attributes many consumers use to evaluate their purchase
decisions for bottled water. Nestl Pure Life is regarded as very reasonable in terms of price
and of high quality to current consumers.
3. Past advertising campaigns were clearly aimed towards their target market, families.
Nothing seemed to stick with consumers though. Social media was used sparingly and
seemed to have little impact on interactions with consumers, making it hard to develop a
brand personality.
4. There is no face of Nestl Pure Life with regards to celebrity endorsements currently.
Consumers better connect to a brand when there is a public figure backing the name that
they agree with or highly influence them. Finding a face for Nestl with help increase brand
image.
5. Nestl offers more bottle sizes than many of their competitors. Getting the consumers to
choose Nestl Pure Life is where the issues occur. With a lack of customer loyalty, repeated

Elite Marketing - 18

IMC Objectives
Objective 1:
Enhance Nestl Pure Lifes brand image to build loyal customers and not be perceived
as a low-involvement convenience item.
Nestl Pure Life will achieve this by using celebrity endorsers in its upcoming campaign
These endorsers will be featured in a line of specialty bottles. Two new bottles will be
released each quarter.
These endorsers will leverage personal social media for the campaign, casually including
Nestl Pure Life in their regular routine.
Expand social media campaign to mommy bloggers and internet sensations.

Reasoning: Nestl Pure Life will be able to leverage this campaign to remind customers to look
for the new bottle on social media platforms. These partnerships allow consumers to see Nestl
Pure Life as a relatable, fashionable brand. Partnerships will be created with specific celebrities
that align with Nestl Pure Lifes segmented minority audiences including Hispanics and blacks.

Media strategy:

These can also include celebrity families with similar values to the regions.

Endorsements (11.1% of budget) - secondary

Nestl Pure Life seems to lack a brand personality people can relate to. Elite Marketing proposes
that celebrity endorsements could help provide a brand personality that consumers understand.
These endorsers must support family values, working families and reach the target markets of
Midwest and Southwest regions. Proposed endorsers include Warren Cash, Jessica Alba, Will and
Jada Smith, and Carrie Underwood and Mike Fisher. Because women are the primary
decision makers in households it is important Nestl Pure Lifes endorsers appeal to women.
These endorsers will help enhance Nestl Pure Lifes brand image and build brand loyalty.

Elite Marketing - 19

Objective 2:
Build confidence in Nestl Pure Life.
Nestl Pure Life will achieve these by partnering with the community through
sponsorship and engagement.

Establish partnerships with 100 school corporations and after-school programs in the
Midwest and Southwest to provide bottled water to them for two years.
Provide water throughout disaster relief for the the next year.
Continue sharing the Healthy Hydration Toolkit for dieticians and medical professionals
in multiple communications channels to increase awareness.
Highlight environmental awareness on owned and paid media channels by December 2017.

Reasoning: This partnership is a unique way Nestl Pure Life can reach its target audience.
Nestl Pure Life must continue to remind consumers of its care for people and the environment.
By placing its product in schools throughout these regions, Nestl will be able to target family
units of diversity and share its family-oriented values and corporate responsibility.
Nestl Pure Life has contributed resources during major disasters and continues to be in the
center of water research in France. Nestl currently produces some of its own resources such as
the, Healthy Hydration Toolkit, for dieticians and other medical professionals. (Water,
Hydration and Health, 2016) It has also reduced its plastic use in products and is currently
reducing its water use in North American factories. Continuing to highlight these initiatives
through sponsorship and public relations tactics such as media pitching and social media is a
small way Nestl Pure Life can connect with consumers and create a lasting impact

Media strategy:

Sponsorships/Local Activities (23.3 % of budget) - primary

The last media will be sponsorships at local activities and schools around the Midwest and
Southwest. Sponsorship will allow Nestl Pure Life to segment its market target specific
audiences. Nestl Pure Life will be able to sponsor family-friendly events and school programs.

Digital (16.3% of budget) - primary

The digital aspect of Elite Marketings campaign encompasses three of the biggest social media
platforms and celebrity interaction with all three. The celebrity voice component will be a big
shift from what Nestl Pure Life is currently doing. As of right now there is no social media
interaction or guest post related to celebrities at all. Elite Marketing proposes an increase in
celebrity interaction on social media. This will help Nestl Pure Life to be seen as a high class
brand without changing anything about the water. This aligns with an overall objective to
enhance brand image.

Elite Marketing - 20

Objective 3:
Create a loyalty and trade-in program.
Nestl Pure Life will establish a trade-in bottle program in 50 schools within six months
in the Midwest that rewards local schools with the funds.

Reasoning: Students will collect bottles at home and bring them to a drop-off location at their
local schools. When the schools send these to Nestl Pure Life they will receive a donation back to
the schools. Partnering with schools continues to be a location where Nestl Pure Life can reach
its target audiences. By focusing on the Midwest, this will allow Nestl Pure Life to fine-tune the
program before expanding it to the Southwest region and hopefully around the globe.

Media strategy:

Digital (16.3% of budget) - primary

Written here.

Print (2.5% of budget) - secondary

Print media is an important part of this media campaign. Elite Marketing believes it is a great
media choice given the objectives and target market. One advantage print media will provide
Nestl Pure Life is the multiple readership, especially with families, and the longevity that
magazines provide. The magazines Elite Marketing has chosen include People, US Weekly, Better
Home and Gardens, Good Housekeeping and Parenting. These allow Nestl Pure Life to reach its
target audience of family-oriented consumers and women. The more popular consumer
magazines such as People and US Weekly will help reach low-income families and minorities
because of their wide popularity.

Elite Marketing - 21

Objective 4:
Encourage greater frequency or quantity of use.
Entice frequent users with a rewards system and ad placement

Create commercials to run on family-friendly shows throughout the duration of the one
year campaign beginning in July 2017.
Continue the Hydration Nation initiative by utilizing the website information and sharing
clearly on all owned media by October 2017.
Create online user accounts to track purchases and earn rewards for frequent purchases by
August 2017.

Reasoning: The Hydration Nation initiative is a great consumer reminder but does little to activate loyalty. Therefore, Nestl Pure Life will create a promotional strategy that rewards consumers for frequent purchases with an account online that tracks the amount of purchases and
rewards after 10 cases by the beginning of 2017. This is similar to competitor practices like the
Coca-Cola Rewards program.
This initiative is about creating a conviction and positive attitude toward Nestl Pure Life
in current customers. It is a way for consumers to return the brand and choose it even when it is
not the sale brand because they will be receiving online rewards. The identified target audience
is a money-conscious group and Elite Marketing believes this audience will take advantage of this
rewards program.

Media strategy:
Television (34.6% of budget) - primary
Television will also be a major media resource throughout Elite Marketings campaign and
takes up the biggest section of the budget. Television remains number one for media usage, so it
is important to emphasize commercials and product placement in this campaign. Elite Marketing
has targeted prime-time spots during Dancing with the Stars, The Middle and The Voice on
ABC and NBC to air commercials. Elite Marketing has also targeted product placement on FOX
and VHI.
The TV commercials reach Nestl Pure Lifes target market due to the sheer number of viewers as well as the viewers for those specific shows. Shows such as The Voice and Dancing with
the Stars are shows families can enjoy together and have wide, positive appeal. The Middle
was chosen because it is set in the Midwest, a target audience for Nestl Pure Life. The product
placement was chosen on FOX and VH1 because these channels tend to reach minority audiences
which is another large target audience for Nestl Pure Life.

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Campaign Timeline
This is a year-long campaign that will be evaluated and revised at year end. The campaign
will begin July 2017 and continue through the end of June 2018. Throughout the campaign
a continuous pattern will be used for most media. This is because this campaign is designed
to continuously remind consumers of Nestl Pure Life as a brand and its core product benefits.
Media will be boosted during the summer and fall months as well as January to remind moms
to include Nestl Pure Life in their back-to-school shopping and New Years resolutions. Certain
media will be pulsed slightly including television, endorsements and magazine. This is primarily
because of cost, but also to increase receptiveness to the messages Nestl Pure Life will create
and disseminate into the market.
Every media component will be used at the beginning of the campaign. This is to create the
strongest awareness as possible. For television, prime time spots will draw the largest audience
and Nestl Pure Life has the money to include these in its budget. An example of the first two
quarters of the media flow chart are gis given below in chart 3.1. The complete chart can be found
in the appendices.

Table 3.1 - Elite Marketing Media Flowchart

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Campaign Budget
Based on the current marketing analysis and SWOT analysis, Elite Marketing suggests that
Nestl Pure life retains their current customers. The current customer group is located in the
Southwest region. Elite Marketing then proposes expanding the market towards the Midwest.
This region shares the family-oriented values that Pure Life promotes.
Nestl Pure Life has differentiated itself from others with its family-oriented values and
reasonable price. As the overall bottled water market continues to grow, Elite Marketing sees that
Nestl Pure Life has the potential to go further than its competitors. Sales of bottled water grew 5
percent in 2014 to an estimated $13.9 billion, up from $11.6 billion in 2009. Sales are forecasted
to increase 5 to 6 percent each year between 2014 and 2019, reaching $18 billion. This means
Nestl Pure Lifes focus on marketing is important to continue to be the brand consumers choose.
Currently, Nestl Pure Life advertises and promotes its products through public media such
as TV, newspaper and magazines. To focus on family-oriented customers, Nestl Pure Life has
specific marketing communication to different family segments. To continue its marketing efforts,
Elite Marketing proposes emphasizing Nestl Pure Lifes market position by building sponsor
relationship with family-oriented companies and local schools, running product placement in one
popular family show, and including celebrity endorsement and partnership.
To achieve these practices, Elite Marketing proposes using a Percentage of Sales budget
method. This requires using a base percentage for advertising based on the total sales. Table 4.1
and 4.2 describes this practice below and on the next page. In summary, using this technique,
Nestl Pure Life uses about five percent of its overall sales on advertising. Nestl Waters gives
about 50 percent of its advertising budget to support Nestl Pure Life. Overall, Nestl Waters
values Nestl Pure Life as a brand and has given it tools to succeed.
This budget can then be broken down into different media channels as described in Table
4.3. These numbers are based on the objectives and new campaign proposal, Pure Body, Pure
Earth, Pure Life. The three main focuses of this campaign will be television commercials,
sponsorship activities and endorsement deals. This will help Nestl Pure Life reach mainstream
families in all demographics and continue to keep the brand front of mind. It will also help them
to reach local families in a positive way and on a more personal level.

Nestl Pure Life - Marekting Related to Sales

Total spent marketing
Company sales total
Marketing as % of sales

Q1

Q2

Q3

Q4

Total

$40,412,430

$35,343,250

$43,792,262

$31,744,820

$178,081,195

4.5%

3.9%

4.9%

3.5%

4.9%

$902,870,000

$902,870,000

$902,870,000

$902,870,000

$3,611,480,000

Table 4.1 - totaal marketing described as overall sales for Nestl Pure Life

Elite Marketing - 24

Nestl Pure Life Budgeting Analysis - Sales Percentage

Nestl Waters advertising spending worldwide 2014

$202,170,000.00

Ad as percentage of sales

4.93%

Nestl Waters North America 2014 sales

$4,100,000,000.00

Nestls advertising spending worldwide

$2,930,000,000.00

Total Nestl Pure Life Sales 2016 (first three months)

$902,870,000.00

Total Nestl Water Sales 2016 (first three months)

$1,800,000,000.00

Percentage of Nestl Pure Life in total Nestl water sales

50.16%

Estimated Nestl Pure Life advertising expenditure 2016 (full year)

$178,081,197.95

Table 4.2 - Elite Marketing Percentage of Sales breakdown

Nestl Pure Life - Overall Budget

Advertising Channel

Price Range

Allocation

Investment Budget

TV Commercials

$115 - $235,000

28.4%

$50,575,060

National/Local Sponsorship

N/A

23.3%

$41,492,919

Product Placement

Magazine & Newspaper

Social Media

$300,000

$15,000 - $150,000
N/A

Endorsement

$300,000

Celebrity Tweet fee

Contingency/Disaster Relief

Total

$45,000
N/A

6.2%
2.5%

13.7%
11.1%
2.6%

12.2%
100%

$11,041,034
$4,452,029

$24,397,124
$19,767,012
$4,630,111

$21,725,906

$178,081,195

Table 4.3 - Elite Marketing proposed total budget

Elite Marketing - 25

Creative Brief
Pure Body, Pure Eart, Pure Life
By defining objectives, Elite Marketing has designed the creative concept, Pure
Body, Pure Earth, Pure Life. This campaign focuses on recognizing Nestl Pure
Lifes efforts to support the family unit through information on healthy hydration,
partnerships with schools and projects and initiatives to keep water clean that lead
to the pure life. Elite Marketing proposes achieving these initiatives through
celebrity sponsorships, sponsoring and supporting local schools, social media
campaigns highlighting initiatives, fresh packaging and product placement.

Elite Marketing - 26

Evaluation
The effectiveness of Elite Marketings IMC plan needs to be measurable and be
done through all of the different media types. There are a total of four medias that
need to be addresses and evaluated, all of which are quantifiable.

Quantifiable evaluation
All of the objectives are quantifiable. Three of the four can be tracked through
point-of- purchase equipment or analytic software. The most difficult objective to measure will
be the trade-in bottle program due to the lack of technology incorporated into it, making an exact
count of bottles vary from time to time. It will be key to know if the objectives are working, and if
not, that they can be adjusted and re-evaluated quickly with minimal downtime in programs or
presence.

Online evaluation

Most of the online media can be tracked relatively easy with the help of search engine
software such as Google Alerts, Google Analytics, or Google Search Console, all of which are free
to use. Any article or publication that refers to Pure Life needs to be recorded and saved in PDF
in a folder each month to see what the media is saying about Pure Life. To track the social media,
an application such as HootSuite or Buffer will be used to post as well as track our most popular
instances on each platform. Social media applications typically have annual fees which can be
incorporated in our media or contingency budget with little to no negative overall campaign
effects. This evaluation should be done quickly everyday to catch immediate issues and more
thorough every two weeks to adjust with the quick nature of the Internet.

National/local sponsorship evaluation

Evaluating partnerships with schools should be done on a monthly basis to ensure quality
throughout the whole year. An email survey should be sent out monthly to the administration of
partnering schools and and evaluation should be done to see what can be changed and how to fix
current issues. This will ensure the continuation of partnerships of schools and get our product
in the hands of a target consumer. The trade-in program can be evaluated by recording each time
a school turns in their bottles with a date and total number collected. A total should be
counted every six months for each school. A special year end gift or money value could be given
to the years winner to ensure their participation for the following year as well as give all schools
some incentive.

Elite Marketing - 27

Television evaluation
Evaluation of the television advertisements and product placements will be harder to track. While
the team can estimate the GRPs per month for each instance the issue of zapping, zipping, and DVR all can
play a role in how much of the target market actually sees Nestl Pure Lifes advertisements. The team
will use Nielsen applications to get a better understanding of what is being watched and adjust the
advertisements to the most popular shows on each channel. This evaluation should be done weekly after
each episode airs to track what ad was shown and when it done. Then a comparison should be done on
sales two weeks after each ad airs to see what the effects were and if they need adjustment.

Print media evaluation

Print media will be the hardest to evaluate and improve due to the long lead times for each medium
and the lack of responses that are recorded in direct correlation with an advertisement. The team can
estimate our impressions and circulation but it all depends on the consumer. Tracking print media should
be relatively easy. A copy of all advertisements should be saved on both digital format as well as
physical to be sure that there are no repeated ads and that we can look back at what we have done. The
team can get a number of subscribers to each magazine but the actually number of readers is very
difficult to research.

Elite Marketing - 28

Conclusion
Nestl Pure Life is undoubtedly one of the biggest names in the bottled water
industry. They are known for quality, convenience, and a fair price. Their target
consumers are families and always have been. While they currently address their
target audience pretty well, there are opportunities to grow.
One issue this campaign has addressed is gaining loyal customers.
Many consumers dont seek out Nestl Pure Life when choosing a bottled water.
This is for a number of reasons including a lack of brand personality, lack of
advertising initiatives and a lack of attention to brand image. Missing potential key
consumers can be detrimental to their market share as well as their longevity in the
bottled water industry.
Implementing these objectives will help address some of their missed
opportunities. Aligning Nestl Pure Life with a celebrity face should get their name
more recognition as well as help them become the choice that consumers pick.
With an advertising schedule that includes five different media approaches their
name should begin to stick with consumers, building a better brand image and
bringing in repeat customers. With families being such an important aspect of
Nestl Pure Life market, a push of sponsoring and endorsing schools should help
get them familiar in not only childrens mind but parents as well.
We look forward to helping Nestl Pure Life achieve its goal of staying number
one in the bottled water industry and continuing to grow by implementing these
marketing objectives.

Elite Marketing - 29

Appendices
The following resources can be used in the implementation of this IMC plan.

Media flow chart

. . . . . . . . . . . . . .
Monthly budget
. . . . . . . . . . . . . .
Frequency chart
. . . . . . . . . . . . . .
Billboard
. . . . . . . . . . . . . . . . . .
Infographic
. . . . . . . . . . . . . . . . . .

31
32
34
35
36

Elite Marketing - 30

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Frequency Chart

Elite Marketing - 34

Elite Marketing - 35

Elite Marketing - 36

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