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
Sana Rauf Roll # 35
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