Presentation on Nestle

2. Presentation Topic
Brand Audit of Nestle Pure Life

3. Areas We Will Cover
 Introduction
 History
 Logo History
 Major Competitors
 Mission & Vision Statement
 Objectives
 NPL Elements
 Brand Attributes
 Marketing Mix

4. 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

5. Introduction
 Founded
 Founder
 Headquarter
 Countries
 Factories
 Employees
 Annual Turnover
 Operations in Pakistan
 Factories in Pakistan
 Nestle Pure Life in Pakistan

6. 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

7. Major Competitors
 Engro Foods
 Haleeb Foods
 Shezan
 Pepsi

8. Brand Portfolio

9. 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

10. Sana Rauf
Roll # 35

11. 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.”

12. 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”.

13. Logo History of Nestle

14. In1868

15. In 1875

16. In 1938

17. In 1966

18. In 1988

19. Brand Elements

20. Logo

21. 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.

22. 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.

23. Slogan
JIYO! Kay yahi hay Zindagi.

24. Tagline
“Drink well, live well”

25. Character
Three family members. ”a hydration family”

26. Qurat ul Ain Ayaz
Roll # 29

27. Brand Attributes
 Affordability
 Healthy water
 Great taste
 Convenient
 Good value of product
 High Quality
 Pure water.
 Safe water

28. Positioning Strategy
 Position nestle water as a safe & healthy water for the entire family
 Name
 Quality
 Bottle design

29. Price strategy
 Non-price competition
 Single price of NPL
 Trade discounts to its distributors

30. Distribution strategy
distribution of NPL is as follows:
 Producer
 Wholesaler
 Retailer
 Consumer

31. Sidra Ashraf
Roll # 37

32. Mental Map

33. Sources of Brand Equity
Elements of Brand Equity are
 Brand Loyalty
 Brand Awareness
 Perceived Quality
 Brand Association (Premium Price)

34. 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

35. SWOT Analysis
Strengths
 Maintaining its taste and quality
 Economical
 Pure Water
 Strong Brand Name
Weaknesses
 Communication is weak
 Lack of Awareness

36. SWOT Analysis
Opportunities
 Concentrating on key areas can increase sales
 Increase in product line
Threat
 Uncertain Conditions
 Segments
 Under Cutting

37. Muhammad Adeel Tariq
Roll # 15

38. Customer Based Brand Equity
Pyramid

39. 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.

40. Akasha Shafiq
Roll # 02

41. 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

42. Suggestions and Recommendations
 Keep the taste pleasant
 Role And Responsibility
 Increase advertising & show your competitive edge
 Sponsoring events
 Broadening its target market