NESTLE’S PURE LIFE
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Transcript of NESTLE’S PURE LIFE
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NESTLE’S PURE LIFE
PREMIUM DRINKING WATER
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CONTENTS:
Company’s introduction - Sameen Fakhar
Company’s industry and competitive environment
Market environment Company’s product line Marketing mix Market segmentation Problem with pure life Solution
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Company’s introduction
Henri nestle founded nestle in 1866 Nestle’s logo “good food , good life” Nestle Pakistan is a subsidiary of nestle S.A Headquarters in lahore. Among top 25 companies of karachi stock
exchange (KSE) Ensures its products available throughout the
country
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Company’s industry
Nestlé's vision:
“ at nestle ,we believe that research can help us to make better food, so that people live a better life”
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Company’s industry
Mission statement: “ nestle is dedicated to providing the best foods to people
throughout their day, throughout their lives , throughout the world. With out unique experience of anticipating consumers’ needs and creating solutions , nestle contributes to your well-being, and enhances your quality of life”
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Launch of Nestle pure life
Began in 1998 40% urban residents and 90% rural residents lack access
to clean water Identified the problem of unsafe and unhealthy drinking
water in Pakistan
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Competitive environment
First one to launch bottled water in 1998 Maximum market share 85% New competitors like Sufi drinking water, springley ,
aquafina Nestle always promoting brand as quality product Quality and trust has lead to success
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Market environment
Macro environment: Political Economic Social Technological international
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Market environment
Micro environment: Customers Competitors suppliers
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Company’s product line
Bottled water nestle pure life:
Premium drinking water Offered in quantities of 0.5L,1.5L,12L, 20L
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Marketing mix Product Price
Expensive for lower class Target pricing strategy Profit margin low
Place: Affordabilty determines the place of availability Prefer to make it largely available in cities Sales higher in cities Convention and vertical distribution channel
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Marketing mix
Promotion: Creating awareness about safe drinking water Working on creating brand equity Company used:
Televison Radio Billboards Newspapers
Now, doesn’t spend much on aggressive promotion
Sponsors events for promotion
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Market segmentation
Geographically: Segmentation on divisional bases and further into
zones For e.g lahore division into east, west, north south
zones
Demographically: Product is for everyone
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Problem:
Pricing strategy Very low profit margins Increased cost to due to start up of new
packaging plants
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Solution: