Presentation Topic

Brand Audit of Nestle Pure Life

Areas We Will Cover

Introduction

History

Logo History

Major Competitors

Mission & Vision Statement

Objectives

NPL Elements

Brand Attributes

Marketing Mix

Areas We Will Cover

Brand Portfolio

Mental Map

Sources of Brand Equity

PoPs and PoDs

Swot Analysis

CBBE Pyramid

Counterfeiting: Threat to equity

Suggestion & Recommendations

Introduction

Founded

Founder

Headquarter

Countries

Factories

Employees

Annual Turnover

Operations in Pakistan

Factories in Pakistan

Nestle Pure Life in Pakistan

History

In the 1880s 1n 1874 Jules Monnerat and jointly they launched the condensed milk In the 1920s, the company saw the first expansions into the new products with

chocolate World War I & II In 1947 merger was done with Magi Seasoning and soups, in 1950 with Crosse &

Blackwell, in 1963 with Findus, in 1971 with Libby’s and in 1973 with Stouffer. In the 1980s New round of acquisitions and Services in Pakistan In the 1990s acquisitions with San Pellegrino, Spillers Pet foods and Ralston

Purina were made. In the 20th Century

Major Competitors

Engro Foods

Haleeb Foods

Shezan

Pepsi

Brand Portfolio

Objectives

To achieve compatibility

To build mutual trust

To ensure continuous improvement

Conservation of natural resources

Total compliance with the laws.

To establish the benchmark

Employing new technologies and processing

Measuring the cost and benefits

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Mission Statement

“Nestle 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, Nestle contributes to your well-being and enhances your quality of life.”

Vision Statement

“To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen preferred employer, preferred supplier selling preferred products”.

Logo History of Nestle

In1868

In 1875

In 1938

In 1966

In 1988

Brand Elements

Logo

Name

Nestle named its bottled water “Nestle Pure Life”.

Name of nestle brand provides an promise to its consumer that it is safe to consume.

Colour

Pure life brand light blue colour gives the cool image.

Colour theme is sky blue, white and dark blue are merging in each other.

Slogan

JIYO! Kay yahi hay Zindagi.

Tagline

“Drink well, live well”

Character

Three family members. ”a hydration family”

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Brand Attributes

Affordability

Healthy water

Great taste

Convenient

Good value of product

High Quality

Pure water.

Safe water

Positioning Strategy

Position nestle water as a safe & healthy water for the entire family

Name

Quality

Bottle design

Price strategy

Non-price competition

Single price of NPL

Trade discounts to its distributors

Distribution strategy

distribution of NPL is as follows:

Producer 

Wholesaler 

Retailer

Consumer

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Mental Map

Sources of Brand Equity

Elements of Brand Equity are

Brand Loyalty

Brand Awareness

Perceived Quality

Brand Association (Premium Price)

PoPs and PoDs

Points of Parity Basic Values

Fulfilling the thirst need of the customer

Points of Difference Different from its competitors

Quality, Purity, Taste and Freshness

SWOT Analysis

Strengths Maintaining its taste and quality

Economical

Pure Water

Strong Brand Name

Weaknesses Communication is weak

Lack of Awareness

SWOT Analysis

Opportunities Concentrating on key areas can increase sales

Increase in product line

Threat Uncertain Conditions

Segments

Under Cutting

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Customer Based Brand Equity Pyramid

Counterfeiting: Threat to equity

NPL not facing counterfeit issues at widespread level but at public places, It has extensive resources to fight these issues. Anti-counterfeit measures by NPL are:

Excessive awareness.

Packaging by protective covers.

Special “P.E.C” bottles with hygiene quality.

Engraved writing.

Glimpse of blue color.

Bottle labeling.

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Suggestions and Recommendations

Keep the price low

Conduct survey

Availability

Distribution Network

Increase loyalty of customer with brand through attractive packages

Diversify product portfolio

Incentive To Retailer

Suggestions and Recommendations

Keep the taste pleasant

Role And Responsibility

Increase advertising & show your competitive edge

Sponsoring events

Broadening its target market