Product Positioning:

In marketing, positioning has come to mean the process by which marketers try to create an
image or identity in the minds of their target market for its product, brand, or organization.

Nestle Water’s Preface:

Nestle is the biggest fish in the pond. Based in
Switzerland, Nestle is the world's 53rd biggest
corporation and the world's largest producer of food and
bottled water, according to industry data.

Nestle controls about one-third of the global bottled

water market. The company produces 75 different labels
of bottled water at 103 factories in 36 countries.

Product Attributes:
Nestle Pure Life is a pure, safe and healthy, colorless and odorless drinking water with a
pleasant taste. NESTLE PURE LIFE is guaranteed by a specific production process carried out
under strict hygiene conditions which ensures that the quality of the water is preserved right up
to the place where you buy it.

By Product or Service Class:

In 2000, NESTLÉ Pure Life established a successful Home and Office (H&O) delivery service
in Pakistan, 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. As compare to the competitors there are few those are selling 5-gallon water bottle
but they have not the high market concentration the coverage area of Nestle in Pakistan is fully
covered by its Distribution Channel.
By Competitor:
NESTLE Water Pakistan has mainly three competitors in Pakistan those are Aquafina, Kinley
and Sufi Waters. These three companies are targeting customers of The Upper and Middle Class
People Who Are Health Conscious. Rest of the companies targeting lower and middle class. But
before thinking to compete the Nestle in the market it’s enormous to see the coverage area and
brand name of nestle.

It’s in the theory of business the company who enters first in the market makes its impression
on the consumers. Same is the case with nestle it was first bottle water company in Pakistan.
The holding power of nestle can be view by its share in the market. The total Market Shares are
9,072,000 and the following shows individual share holding’s in market:
NESTLE 2,903,040
AQUAFINA 1,995,849
SUFI 4,53,600
KINLEY 1,451,520
OTHER 2,268,000

By Price or Quality:
Nestle pure life is brand pricing through which it provides functional and psychological
satisfaction to its target customer. The pricing strategy of Nestle Pure Life is market skimming.
Tough Competition from Aquafina and Kinley. Nestlé expected the brand to become the first
truly global bottled water brand, with plans to develop the brand into the world's leading bottled
water by 2010.

The Bottom Line:

What does create an environment for success is providing consumers with products that are
different than other options, creating competitive advantages. The advantage can be time saved,
money saved, enhanced performance, a new taste, a new image, packaging changes, etc…

People don't want simply to buy the product; they want to have empathy with the company too.
Anita Roddick