Nestle Pure Nestle Pure LifeLife

Company Introduction Company Introduction

• Nestle AG, the world's largest Nestle AG, the world's largest food company. Health food company. Health conscious consumers are conscious consumers are becoming part of the vast and becoming part of the vast and potentially lucrative new potentially lucrative new market. market.

• Already the global leader in Already the global leader in bottled water, with designer bottled water, with designer labels like Perrier and San labels like Perrier and San Pellegrino, the Swiss food Pellegrino, the Swiss food giant has launched Pure Life giant has launched Pure Life as an affordable global water as an affordable global water brand aimed specifically at brand aimed specifically at the poor and thirsty in the the poor and thirsty in the developing world. developing world.

Conti………….Conti………….

Pure Life is the first water with the Nestle Pure Life is the first water with the Nestle moniker -- the company is spending $100 moniker -- the company is spending $100 million over the next three years to roll out million over the next three years to roll out Pure Life in as many as 20 countries, Pure Life in as many as 20 countries, hoping to increase volume to two billion hoping to increase volume to two billion litres by the end of 2002.litres by the end of 2002.

Pure Life made its name in Pakistan and Pure Life made its name in Pakistan and will soon go to Brazil, with mega markets will soon go to Brazil, with mega markets like India and China under consideration like India and China under consideration

Background of Pure Life Background of Pure Life

The launch of Pure Life raises delicate issues about the The launch of Pure Life raises delicate issues about the business of selling water in developing countries, at a business of selling water in developing countries, at a time when an estimated one billion people lack access to time when an estimated one billion people lack access to basic water services. In Pakistan, that has tragic basic water services. In Pakistan, that has tragic consequences: 40 per cent of deaths of children below consequences: 40 per cent of deaths of children below the age of five here are caused by waterborne diseases. the age of five here are caused by waterborne diseases.

"Nestle steps in and fills a need, but turns water into a "Nestle steps in and fills a need, but turns water into a luxury," says Peter Gleick, director of the Pacific luxury," says Peter Gleick, director of the Pacific Institute, a think tank based in Oakland, Calif. Others Institute, a think tank based in Oakland, Calif. Others worry that the arrival of private-sector products like Pure worry that the arrival of private-sector products like Pure Life could encourage governments to curtail further Life could encourage governments to curtail further investments in water infrastructure investments in water infrastructure

Pakistanis are reaching for Pure Life in record Pakistanis are reaching for Pure Life in record numbers. numbers.

Brand has taken over 50 per cent of the country's Brand has taken over 50 per cent of the country's small bottled-water market of 33 million litres (35 small bottled-water market of 33 million litres (35 million quarts) a year, according to Nestle million quarts) a year, according to Nestle

Pure Life is everywhere -- at roadside stalls, gas Pure Life is everywhere -- at roadside stalls, gas stations and rest stops. It's hawked at street stations and rest stops. It's hawked at street corners in traffic-clogged Lahore. Middle-class corners in traffic-clogged Lahore. Middle-class shoppers buy it by the case in supermarkets. On shoppers buy it by the case in supermarkets. On the remote mountain road leading from Islamabad the remote mountain road leading from Islamabad to the hill town of Murree, Pure Life billboards urge to the hill town of Murree, Pure Life billboards urge drivers to "drive only Nestle Pure Life." At small drivers to "drive only Nestle Pure Life." At small stores along the way, a flurry of banners proclaim: stores along the way, a flurry of banners proclaim: "Pure Safety, Pure Trust. The ideal water. From "Pure Safety, Pure Trust. The ideal water. From Nestle with love." Nestle with love."

Background of the problemBackground of the problem

Phases of Nestlé's Pure LifePhases of Nestlé's Pure Life

AWARENESS CAMPAIGN(INCREASE BRAND DEPTH)

PHASE #1

INCREASE THE USAGE (INCREASE BRAND BREATH)

PHASE #2

Findings of the research after Findings of the research after phase 1phase 1

NPL is the obvious choice.NPL is the obvious choice. Users non-users both declare reasons Users non-users both declare reasons

like;like; Nestlé is a well known nameNestlé is a well known name We trust its qualityWe trust its quality It’s a multi-national companyIt’s a multi-national company

AVA is the second choice AVA is the second choice

PURE LIFE and NESTLÉPURE LIFE and NESTLÉ Nestlé mineral water is predominant, and Nestlé mineral water is predominant, and

“Pure Life” has yet to gain parity with “Pure Life” has yet to gain parity with Nestlé in the consumers mind.Nestlé in the consumers mind.

NPL TRIALNPL TRIAL Almost all participants had tried Pure Life, Almost all participants had tried Pure Life,

at least once. It was rated highly on taste, at least once. It was rated highly on taste, bottle and brand presentation bottle and brand presentation

Nestle pure life (NPL) has done its phase 1Nestle pure life (NPL) has done its phase 1successfully.successfully.

In the 2In the 2ndnd phase they came up with a new phase they came up with a new advertising campaign. In which they had advertising campaign. In which they had developed 4 print ads.developed 4 print ads.

Just two days before the launch of the Just two days before the launch of the campaign the objection was raised by two campaign the objection was raised by two members of the executive board at the final members of the executive board at the final approval. The objection was that its not approval. The objection was that its not appropriate to launch such type of campaign. appropriate to launch such type of campaign.

They have decided it has to be pre-tested They have decided it has to be pre-tested before the launch.before the launch.

Research objectivesResearch objectives Nestlé's primary objective is to carve out Nestlé's primary objective is to carve out

the message comprehension of the the message comprehension of the campaign.campaign.

To seek out the primary and the To seek out the primary and the secondary message of the campaign. secondary message of the campaign.

Statement of the problemStatement of the problem

The sidelining of the Pure Life brand in the The sidelining of the Pure Life brand in the awareness campaign awareness campaign

Research design Research design

Descriptive research design.Descriptive research design.

MethodologyMethodology

Focus groupFocus group

Sample SizeSample Size

100 respondents100 respondents

50 females age (18-25)50 females age (18-25)

50 males age (18-30)50 males age (18-30)

RESPONDENTSRESPONDENTSPROFILE SKETCHPROFILE SKETCH

UserUser Sissy Sissy DependantDependant Mummy daddyMummy daddy AddictAddict Susceptible to germsSusceptible to germs

Non-UserNon-User SmarterSmarter ImmuneImmune StrongStrong

Time periodTime period

3 DAYS3 DAYS

BUDGETBUDGET

Rs. 100,000Rs. 100,000

FINDINGS OF THE PRETESTFINDINGS OF THE PRETEST

Findings of the pretestFindings of the pretest

MESSAGE COMPREHENSIONMESSAGE COMPREHENSION The campaign very effectively conveys the The campaign very effectively conveys the

idea/message.idea/message.

Primary Message ReceivedPrimary Message Received NPL is good for healthNPL is good for health

Secondary Message ReceivedSecondary Message Received NPL is hygienic and germ free.NPL is hygienic and germ free. Drink NPL and feel freshDrink NPL and feel fresh Everybody can/should drink NPLEverybody can/should drink NPL

LIKEABILITY OF ASPIRATIONAL LIKEABILITY OF ASPIRATIONAL IMAGESIMAGES

Some ads received an above average Some ads received an above average rating while mostly the results were rating while mostly the results were between “Neither like nor dislike” and “just between “Neither like nor dislike” and “just like”. (Ads receiving high ratings were like”. (Ads receiving high ratings were 6,9,1 and 10)6,9,1 and 10)LIKEABILITY OF LESS AFFLUENT LIKEABILITY OF LESS AFFLUENT IMAGESIMAGES

Some ads received an above average Some ads received an above average rating while mostly the results were rating while mostly the results were between “Neither like nor dislike” and between “Neither like nor dislike” and “dislike”. “dislike”.

FEMALE ADULTS FEMALE ADULTS OVERWHELMINGLY OVERWHELMINGLY

APPRECIATE THE CAMPAIGNAPPRECIATE THE CAMPAIGN

Females support the campaign Females support the campaign overwhelmingly terming it overwhelmingly terming it

Rhythmic and suitable for water.Rhythmic and suitable for water. Should say Piyo aur jiyo!Should say Piyo aur jiyo! The line can become popularThe line can become popular The (positioning) line at the bottom The (positioning) line at the bottom

explains the above message explains the above message

The comprehended The comprehended Piyo aur jiyo!Piyo aur jiyo!

Is for long lifeIs for long life Is for healthIs for health Idea is goodIdea is good Can be used in franknessCan be used in frankness Among friendsAmong friends It is humorous It is humorous

CRITICISMCRITICISM

CRITICISMCRITICISM

It is a bit overIt is a bit over Not appropriate for mineral waterNot appropriate for mineral water

PIYO AUR JIYO! – A BIT OF A PIYO AUR JIYO! – A BIT OF A RISQUERISQUE

Some perceived the statement as linked with Some perceived the statement as linked with consumption of alcoholconsumption of alcohol

Piyo aur Jiyo! was perceived to be youth Piyo aur Jiyo! was perceived to be youth oriented by the middle class.oriented by the middle class.

It is funnyIt is funny Is a male thingIs a male thing Is a student thingIs a student thing It is like if you don’t have it your life is in dangerIt is like if you don’t have it your life is in danger Lacks logic and decencyLacks logic and decency Only teens can say it.Only teens can say it.

PREFERED SCRIPTPREFERED SCRIPT

The English type was preferred over the The English type was preferred over the Urdu type.Urdu type.

TINKERING WITH NESTLÉ TINKERING WITH NESTLÉ IMAGEIMAGE

Nestlé is perceived as a top class brand.Nestlé is perceived as a top class brand. The line Piyo aur jiyo could be tinkering The line Piyo aur jiyo could be tinkering

with the image.with the image. The ads were perceived not in line with The ads were perceived not in line with

Nestlé image.Nestlé image. Nescafe ads are more in line with the Nescafe ads are more in line with the

image image

SUGGESTIONSSUGGESTIONS

SUGGESTIONS FROM SUGGESTIONS FROM TEENAGERSTEENAGERS

In order to change habits and opinions, address In order to change habits and opinions, address hard facts in adshard facts in ads

Educate peopleEducate people Use scientific, logical approachUse scientific, logical approach Discuss cost-benefit analysisDiscuss cost-benefit analysis Do not try to glamorize like Coca-cola or PepsiDo not try to glamorize like Coca-cola or Pepsi The cap should be removed from the bottle in The cap should be removed from the bottle in

visualsvisuals The bottle should not be shown in fullThe bottle should not be shown in full

SUGGESTIONS FROMSUGGESTIONS FROM ADULT FEMALES ADULT FEMALES

More children should be addedMore children should be added There should be a familyThere should be a family Fresher facesFresher faces Brighter photographsBrighter photographs

PERSUASIVENESSPERSUASIVENESS

It is just a visual stimulusIt is just a visual stimulus Won’t affect us to go and purchaseWon’t affect us to go and purchase

CONCLUSION CONCLUSION

CONCLUSION AND CONCLUSION AND IMPLICATIONSIMPLICATIONS

Efforts to increase consumer brand width of NPL are Efforts to increase consumer brand width of NPL are extremely validextremely valid

How this is done is the main questionHow this is done is the main question Does the target segment perceive NPL consumption as Does the target segment perceive NPL consumption as

light hearted and casual?light hearted and casual? Not quiteNot quite They still seem to need more direct advocacy on They still seem to need more direct advocacy on

benefits-preliminary health relatedbenefits-preliminary health related Pre-testing results indicate that there are no problems Pre-testing results indicate that there are no problems

with the overall conceptwith the overall concept In fact, some of the visuals are definitely strong and In fact, some of the visuals are definitely strong and

create a positive impactcreate a positive impact They can surely be used to convey the messageThey can surely be used to convey the message

CONT………..CONT……….. Others that are seen as static, lacking emotion, Others that are seen as static, lacking emotion,

movement or depth could be discardedmovement or depth could be discarded Never the less, liking for the line Piyo aur jiyo! Is found to Never the less, liking for the line Piyo aur jiyo! Is found to

vary markedly among gender and age segmentsvary markedly among gender and age segments Female adults appreciate the line better than male adults Female adults appreciate the line better than male adults

and male/female teenagersand male/female teenagers To some the slogan singles a definite shift in approachTo some the slogan singles a definite shift in approach If the idea is to bring the B/C segment in its fold, then the If the idea is to bring the B/C segment in its fold, then the

research data indicates that the slogan could be slightly research data indicates that the slogan could be slightly missing the mark specially for males and teenagersmissing the mark specially for males and teenagers

How it is improved and made more effective is a job for How it is improved and made more effective is a job for the creative.the creative.

It might help if it is toned down, or supported first with a It might help if it is toned down, or supported first with a more powerful, textual framework such as a vibrant TVCmore powerful, textual framework such as a vibrant TVC

Finished adsFinished ads

Profile of the companyProfile of the company

Pakistan chapter of Publicis, a French Pakistan chapter of Publicis, a French communication group, is ranked as 6th largest communication group, is ranked as 6th largest communication group and the 4th largest media-communication group and the 4th largest media-consultancy and buying group in the world. consultancy and buying group in the world. Publicis is accomplished in all types of Publicis is accomplished in all types of communications tools and techniques making communications tools and techniques making them available to promote the brands and them available to promote the brands and products in innovative ways. The strategic aim of products in innovative ways. The strategic aim of Publicis Pakistan is to service the globally aligned Publicis Pakistan is to service the globally aligned Nestlé account. The account management team on Nestlé account. The account management team on Nestlé is controlled from Dubai, reporting Nestlé is controlled from Dubai, reporting concurrently to Paris. The company’s head office concurrently to Paris. The company’s head office is based in Lahore due to Nestlé is based in Lahore due to Nestlé operations/marketingoperations/marketing..

Fawad M. Janjua - Account Director [BAT]Fawad M. Janjua - Account Director [BAT] IAL - Pakistan.IAL - Pakistan. Phone    [92 21]  568 9727 & 568 3032Phone    [92 21]  568 9727 & 568 3032 Direct    [92 21]  568 8890Direct    [92 21]  568 8890 Fax        [92 21]  568 3279Fax        [92 21]  568 3279 Email      Email      ial-ptc@cyber.net.pkial-ptc@cyber.net.pk                             janjuafm@hotmail.comjanjuafm@hotmail.com