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NESTLE’S PURE LIFE
PREMIUM DRINKING WATER
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
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
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”
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”
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
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
Market environment
Macro environment: Political Economic Social Technological international
Market environment
Micro environment: Customers Competitors suppliers
Company’s product line
Bottled water nestle pure life:
Premium drinking water Offered in quantities of 0.5L,1.5L,12L, 20L
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
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
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
Problem:
Pricing strategy Very low profit margins Increased cost to due to start up of new
packaging plants
Solution: