Documente Academic
Documente Profesional
Documente Cultură
Submitted By:
Ali Ashfaq
M. Javeed Sardar
Moazzam Riaz
Muneeb Akram
Kashif Ali
TABLE OF CONTENTS
PREAMBLE 3
MARKET 5
MARKET DEMOGAPHICS 5
INDUSTRY ANALYSIS 6
MISSION STATEMENT 6
VISION STATEMENT 7
ORGANIZATION PORTFOLIO 8
Competitor Analysis 20
WATER 21
SEGMENTATION STRATEGY 22
TARGET MARKET 23
POSITIONING 23
SWOT ANALYSIS 24
MARKETING MIX 25
1-PRODUCT 25
PRODUCT TYPE: 26
PRODUCT ATTRIBUTES: 26
BRAND NAME: 26
BRAND POSITIONING: 26
BRAND IMAGE: 26
BRAND EXTENSION: 26
PACKAGING: 26
LABEL: 27
2-PROMOTION: 27
3-PLACE: 28
4-PRICE: 28
DIFFERENTIATION STRATEGY: 29
CONSUMER ANALYSIS 30
SUGGESTIONS 31
PREFERENCES 32
PREAMBLE
Praise to be Allah Almighty, the one testing us all at all times and making decisions about
what we don’t know and can’t know.
Today it is impossible for a common man to run the business especially in this period of
competition. This situation demands energetic, duly qualified experienced business
administrators who could meet the challenges of this age of modernization. PAK AIMS
produce management specialists fully aware of the ins and outs of the business
management, and capable of meeting the challenges of modern business environment.
In this project we discussed how started workings what are the objectives and goals of the
organization nestle and what are the products and services offered by the company to its
target customers. We made a marketing plan for “NESTLE PURE LIFE” that how the
marketing share of this product can be increased what strategies should use for this
purpose. We elaborate all the aspects of the marketing plan in this project.
MARKET
Market
is any structure that allows buyers and sellers to exchange any
type of goods, services and information
MARKET DEMOGAPHICS
Population: 180,000,000
INDUSTRY ANALYSIS
POPULATION 180000000
RURAL 116916480
URBAN 63083520
MISSION STATEMENT
Nestlé is dedicated to providing the best foods to people throughout their day, throughout
their lives, throughout the world. With our unique experience of anticipating consumers’
needs and creating solutions, Nestlé contributes to your well-being and enhances your
quality of life.
VISION STATEMENT
Pakistan with the unique ability to meet the needs of consumers of every age group
from infancy to old age,
ORGANIZATION PORTFOLIO
ESTABLISHMENT:
Nestlé was founded in 1866 by Henri Nestlé with headquarters in Vevey, Switzerland. It
has employed around 250,000 people and has factories or operations in almost every
country in the world.
COMPANY TYPE:
BRANDS:
Nestle offers a variety of brands of which the most well known are Nescafe, Nestlé Kit
Kat, Nestlé juices and Nestlé bottled waters.
Nestlé’s existing products grow through innovation and renovation while maintaining a
balance in geographic activities and product lines.
The Company's priority is to bring the best and most relevant products to people,
wherever they are, whatever their needs, throughout their lives.
BRAND PORTFOLIO:
In 1992, Nestlé was the first company to dare to launch a mineral water, Valvert. Today
Nestlé Water is established in 130 countries and markets about 70 different brands.
In 1998, for the first time in its history, Nestlé associated its name with bottled water
“Nestlé Pure Life”.
The brand was launched in Pakistan and soon appeared in Brazil, followed by Argentina,
Thailand, the Philippines, China, and Mexico in 2000. In 2001, India, Jordan, and
Lebanon followed, and in 2002, Egypt, Uzbekistan and the United States.
Today the Nestle Pure Life brand is present in 20 countries around the world, across all
continents - Asia, Near East, South and North America and Europe.
Wherever it is to be found around the world, Nestle PURE LIFE answers some crucial
consumer needs, focused on three core pillars: Trust, Quality and Service.
Nestle PURE LIFE offers an ideal balance between a healthy supply of minerals and a
pleasant, refreshing taste, making it suitable for the whole family. It contains essential
minerals such as:
Calcium:
necessary for building strong bones and teeth,
Magnesium:
necessary for muscle contraction and transmission of pulses.
Nestlé acquires Victor Schmidt & Söhne, Austria's oldest producer of confectionery,
1995
including the famous 'Mozartkugeln'.
Nestlé, through the Perrier Vittel Group, expands its mineral water activities with the
1997
outright acquisition of San Pellegrino.
Nestlé acquires Spillers Petfoods of the UK and strengthens position in the petfood
1998
business which began in 1985 with the acquisition of the Carnation Friskies brand.
Divestiture of Findus brand (except in Switzerland and Italy) and parts of Nestlé's
frozen food business in Europe.
1999
Divestiture of Hills Bros, MJB and Chase & Sanborn roast and ground coffee brands
(USA).
2000
Acquisition of Power Bar.
The key factor which drove the early history of the enterprise that would become The
Nestlé Company was Henri Nestlé's search for a healthy, economical alternative to
breastfeeding for mothers who could not feed their infants at the breast.
Nestlé's first customer was a premature infant who could tolerate neither his mother's
milk nor any of the conventional substitutes, and had been given up for lost by local
physicians. People quickly recognized the value of the new product, after Nestlé's new
formula saved the child's life and within a few years, Farine Lactée Nestlé was being
marketed in much of Europe.
Henri Nestlé also showed early understanding of the power of branding. He had adopted
his own coat of arms as a trademark; in Swiss German, Nestlé means 'little nest'. One of
his agents suggested that the nest could be exchanged for the white cross of the Swiss
flag. His response was firm: "I regret that I cannot allow you to change my nest for a
Swiss cross .... I cannot have a different trademark in every country; anyone can make
use of a cross, but no-one else may use my coat of arms."
In 1882 Swiss miller Julius Maggi created a food product utilizing legumes that was
quick to prepare and easy to digest. His instant pea and bean soups helped launch Maggi
& Company. By the turn of the century, his company was producing not only powdered
soups, but bouillon cubes, and sauces and flavorings.
Innovation and an entrepreneurial spirit have been Nestlé characteristics from the start.
In 1886, while the Page brothers in Cham were building Europe’s first condensed milk
factory, for the Anglo-Swiss Condensed Milk Co., Henri Nestlé, in Vevey, was
developing his infant cereal “Lactous Farina Nestlé “launched in 1867.
The two companies merged in 1905 to become the “Nestlé & Anglo-Swiss Condensed
Milk Co.”. The former had developed a successful long-life product from fresh milk, a
highly perishable raw material, whilst Henri Nestlé had achieved international acclaim
due to the remarkable qualities of his invention. Given the highly infant mortality rate,
due mainly to the lack of an appropriate breast-milk substitute, his infant cereal respond
to a real need.
His name and the Nestlé symbol (Nestlé means “little nest” in German) were guarantee of
the consistent quality of his product, the result of painstaking scientific research.
Contacts with other leading companies that have innovative ideas led to acquisitions and
diversifications.
Cailler
Peter and
At the same time, reseat at Nestlé resulted in the development of new products such as
Milo (1934),
Nestea (1944),
Nesquick (1948),
NAN (1962),
Yes (1979),
Nespresso (1986),
LC (1994) and
Existing products such as Nescafe, Maggi culinary products or the various dairy products
have been constantly improved and adapted to current consumer life-styles.
Today and tomorrow a company that cares about consumers al around the globe
Today, Nestlé is the world’s leading food company. Its international R&D network
supports the products made in 479 factories in 81 countries.
Being a company dedicated from the start to food, Nestlé remains sensitive to culinary
and eating habits, and responds to specific nutritional problems, whilst also setting and
matching new trends such as growing out-of-home consumption.
Social
In the social sector, the company has created over 1200 permanent job opportunities for
the skilled, unskilled and professional manpower, apart from hundreds of contractual
jobs. It has also played a remarkable role in expansion and vitalization of the dairy and
livestock sector.
Environment
Another key area where the company is proud to make a contribution in the environment
is by making available the processed and packaged dairy.
Sheikhupura
Kabirwala
Factories
Khanewal – Kabirwala Road, Kabirwala
Citibank N.A
F-77/1, Block 7,
Islamabad, Pakistan
Islamabad
Phone : (051) 2271874-5, 2824328
Investors
Assessment of earnings and dividend prospects.
Bankers/Creditors concern
Debt coverage.
Government's concern
THE ANALYSIS
The financial ratios discussed here are those which are derived simply and directly from
financial statements. These ratios are used in analyzing the financial statements in
ordinary course of business activity. The ratio analysis can be divided into three broad
categories:
Competitor Analysis
• NESTLE
• Aquafina
• Sufi
• Kinley
• Other
• TOTAL SHARE
• 9072000
– NESTLE 2903040
– AQUAFINA 1995849
– SUFI 453600
– KINLEY 1451520
– OTHER 2268000
WATER
The year 2001 saw the successful completion of three years of outstanding business for
NESTLÉ Pure Life – PET Bottles of 0.5 and 1.5 liters. The exceptional brand success
was the result of expanding national distribution and an increasingly loyal customer base.
The brand has revolutionized the Pakistani market by tapping the real consumer need for
pure, healthy, and safe water and has successfully dominated a key strategic business
In 2000, NESTLÉ Pure Life established a successful Home and Office (H&O) delivery
service in Lahore, which has substantially grown ever since and has come to dominate
the 5- gallon market. Successful marketing and sales strategies offer greater convenience
and better value to the consumers. The brand is poised for strong growth in future.
To expand its H&O water delivery business countrywide, Nestlé acquired major share
holdings in both these businesses in 2001. While AVA is an important national player in
the branded bottled water category, both in PET and H&O services
The launch of Nestlé Pure life in December 1998 was a truly historic event. This marks
Nestlé Milkpak's entry into the country's fastest growing water market. At the same time
Pakistan became the first country where Nestlé launched this new worldwide brand. It
has been launched in 11 markets internationally with its lead and best performing market
being in Pakistan. The reporting of Nestlé Pure life is not directly under the Nestlé
headquarters at Vevey, Switzerland. Rather all the water brands at Nestlé have to report
to Perrier Vittel, the pioneer and lead French Brand in the water market. Other than that,
all the research concerning the contents is carried out at the Research Center at Vevey.
SEGMENTATION STRATEGY
• Psychographic Segmentation
• Demographic Segmentation
• Geographic Segmentation
• Behavioral segmentation
TARGET MARKET
• Targets The Upper And Middle Class People Who Are Health Conscious
POSITIONING
Strengths
Weaknesses
Opportunities
Threats
– Economical Uncertainty
SWOT ANALYSIS
Strengths:
Weakness:
Opportunities:
Threats:
MARKETING MIX
1-PRODUCT:
Nestlé Pure Life is drinking water that has been treated and rematerialized using a
standardized industrial process to ensure purity and quality. Pure and Safe Nestle PURE
LIFE refills your body with water to maintain a good level of hydration. It provides a
balanced mineral formula (on average 150-170 mg per liter), contributing to daily
mineral requirements.
Structure of water
Concentration,
Mineral Component
not more
General mineralization (mg/l) 220 mg/l
Calcium 40 mg/l
Magnesium 15 mg/l
Potassium 20 mg/l
Bicarbonates 60 mg/l
Fluorides 0,6 mg/l
Hardness Mg-eq/l 3
PRODUCT TYPE:
PRODUCT ATTRIBUTES:
Nestle Pure Life is a pure, safe and healthy, colorless and odorless drinking water with a
pleasant taste.
BRAND NAME:
BRAND POSITIONING:
BRAND EXTENSION:
Nestle is soon introducing flavored water in lemon, orange, raspberry and strawberry
flavors.
PACKAGING:
Nestlé PURE LIFE is available in a wide variety of packaging formats to suit all
consumer needs and consumption occasions. Packaging is innovative to meet the
individual needs of consumer all over the world.
The range of formats extends from the individual bottle for on-the-go consumption (0.33l
to 0.5l), to the family size bottle (1.5l) and on to larger formats of 5 gallons (18.9l) for in-
home and office usage.
Nestle PURE LIFE 18.9-liter bottles have a protective cover, so that the consumer can
immediately define, that the product was delivered from the factory. Its proprietary
design equally protects the brand from counterfeiting.
Nestlé Pure Life’s originality lay in the use of an all-new plastic, P.E.T. (polyethylene
teraphthalate), which is stronger and more elastic than the PVC. Besides, P.E.T. is
recyclable.
Nestlé PURE LIFE is bottled when possible in the country, or at least in the region where
it is sold, combining the benefit of a local production and the strength of a worldwide
brand.
LABEL:
The label provides information like quantity, mineral contents, logo, manufacturing date
and best before date. Consumer service number is mentioned and stamp of PSQCA with
license number is also mentioned.
2-PROMOTION:
Nestle Waters Coolers has been a part of Nestle Waters since 2003 and represents Nestle
Pure Life brand. Service quality has always been the main driver of HOD business. They
are using television and radio advertisements in electronic media. In print media they are
using billboards, newspapers, pole signs and posters.
In big departmental store they have display corner in which Nestle Pure Life is
refrigerated. Moppies are also used for advertisement in these stores.
In summers direct marketing is used for promotion by providing cool points of Nestle
Pure Life where chilled Nestle Pure Life is available for instant drinking.
3-PLACE:
Nestle Pure Life is a convenience good and is frequently used therefore it has been placed
on all big and small stores to make it available everywhere. The type of placement used
for nestle pure life is spot exchange.
4-PRICE:
Nestle pure life is following brand pricing through which it provides functional and
psychological satisfaction to its target customer. The pricing strategy of Nestle Pure Life
is market skimming.
Prices of Nestle Pure Life are relatively higher than their competitors. Market prices of
individual consumables (0.33l to 0.5l) are Rs.10 and Rs.13. The price of family size
bottle (1.5l) is Rs.24 and of large bottles of 5 gallons (18.9l) is Rs.130
PRICE
PRODUCT
PROMOTION
PLACE
MARKETING MIX
DIFFERENTIATION STRATEGY:
They have developed a very visible image of their water that it is safe and healthy and is
“PURE LIFE” in true sense.
Nestle is a trusted brand and its products are consider to best and of very high quality
world wide. This is a very important competitive advantage of Nestle Pure Life.
Characteristics
Marketing
Implications
Market Market
Overall Strategy Defensive Efficiency
Development Penetration
Stable or
Costs High per unit Declining Low
increasing
Improved
Product Strategy Undifferentiated Differentiated Pruned Line
items
Lower over
Pricing Strategy Most Likely high Lowest Increasing
time
CONSUMER ANALYSIS
Buy preferences
SUGGESTIONS
• They should introduce 0.20l water glass of Nestle Pure Life which
should be provide on cool points in summer.
• They should set the price of their product in accordance with their
competitor’s price.
• Now a day, they are not advertising properly therefore they should focus
on more advertisement so that they could create strong brand loyalty
among customers.
• They should introduce 0.20l water glass of Nestle Pure Life which
should be provide on cool points in summer.
• They should set the price of their product in accordance with their
competitor’s price.
• Now a day, they are not advertising properly therefore they should focus
on more advertisement so that they could create strong brand loyalty
among customers.
PREFERENCES
Muhammad Adeel Aman Khan, Sales Manager Nestle
www.nestle.com
www.Google.com