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”

Qurat ul Ain Ayaz
Roll # 29
 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
Sidra Ashraf
Roll # 37
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
Muhammad Adeel Tariq
Roll # 15
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.
Akasha Shafiq
Roll # 02
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