Brand audit of Nestle

Nestle Pure Life Brand Audit
Department of Management Sciences. IUB Page 1
EXECUTIVE SUMMARY
This report is the Brand Audit of the Famous Brand of Nestle that is “Nestle Pure Life”. This report highlights the major branding concepts of Nestle Pure Life. It introduces the product and its brand elements and moves onto explaining more concrete concepts further into the report.
It contains a detailed analysis of the Brand Inventory and then checks the match of that with the Brand Exploratory through which it explains any mismatch between the two or if the brand has been able to translate its core values to the consumers.
Along with the entire analysis of the core concepts and the surveys, the reports ends with certain valuable recommendations which can be implemented by the brand to realize it’s very potential.

Introduction:
Nestle has been serving in this world for more than one hundred and Forty years. Nestle is a multinational company and was founded by Henri Nestle in 1866. Today, Nestle is the world’s largest food and bottled water company. Its Headquarter is in Switzerland. Its employees are around 250,000 people and is operating in almost every country of the world. Nestle has operations in Australia, Brazil, England, Pakistan, India, France, Hungry, Italy, Belgium, Spain and many other countries around the world. Nestle are now in all the seven continents and have more than 522 factories in 83 countries. Out of which 220 are in Europe, 153 in America, 136 in Africa and Oceania. Today, Nestle is called the world’s leading Health, Wellness and Nutrition Company and has an annual turnover of 74.4 Billion Swiss Frances. Being the world's top bottled water company is based on a firm economic model, global presence, strong brands, innovation capacity, and passionate people.
Nestle started its operations and services in Pakistan in 1988, when Nestle acquired a share in Dairy Company MilkPak Ltd and today it is integrated in the Pakistani Peoples life and also known as producers of nutritious, safe and tasty food and leaders in uplifting and developing the societies in which they work. Pakistani people also actually needed of it because Pakistan is the fifth largest milk producing country in the world. Therefore Nestle also deals mostly in dairy products. It also sells other products like juices, Chocolates, Water, baby food and breakfast cereals in the country. It provide quality products to its customers and consumers at premium cost and earning good profits. Nestle sells same quality of product in Pakistan as it sells abroad that is why the demand of the Nestle products in Pakistan is increasing day by day. In Pakistan, Nestle have manufacturing plants in Karachi, Lahore, Islamabad, Sheikhupura and Kabirwala. The milk processing plant in Kabirwala is the world’s largest milk processing plant. Nestle regional sale offices are in Islamabad, Jehlum, Peshawar, Lahore Gujranwala, Faisalabad, Multan, Karachi, Quetta and Hyderabad.

Nestle Pure Life Introduction: Nestle Pure Life was launched in Pakistan on December 1998. It was a historical event. This marks the Nestle Pure Life entry into the country’s fast growing water market. At the same time Pakistan become the first country where Nestle launched the new brand. Nestle Pure Life is a premium drinking water, produced to the highest standards of quality, purity and safety. It is available in five convenient sizes of 330ml, 500ml, 1 ltr, 12 ltr and 19 ltr. Capitalizing on its strong brand recognition, value pricing and supported by a strong marketing campaign, Nestle Pure Life has made very strong inroads into the water market in Pakistan. There are three main competitors of “Nestle Pure Life” in the market which are Aquafina, Kinley and Sufi.

History of Nestle:
In the 1860s a pharmacist Henri Nestle, developed the food for the babies who were unable to breastfeed. His first customer was a premature infant who cannot tolerate the milk of his mother and any other usual substitute was not available for the child. When the Nestle save the life of that child, People quickly accepted the importance of the new product and soon product was being sold in Europe. In 1874, after the major invention, Nestle was purchased by Jules Monnerat and jointly they launched the condensed milk. Nestle does the merger with the Angelo-Swiss Condensed milk company and Nestle’s factories was operating in the USA, England, Spain and Germany. During the World War I, new demand of Dairy products was created in the form of Government contracts. At the end of war, Nestle production was almost doubled.
In the 1920s, the company saw the first expansions into the new products with chocolate. But soon after during the World War II, the company felt the effects of the War and profits fell from $20 million to $6million in 1939. But by the end of the War II, it was a start of a dynamic period for Nestle. Growth of the company was accelerated and companies were acquired. 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 1974, diversification came with shareholding in L’Oreal. During the 1970s, Nestle does joint Venture with Alcon Laboratories Inc. which was outside the food industry company.
In the 1980s, the company improved its bottom line and allowed the company to start a new round of acquisitions. During this time, Nestle also started its operations and services in Pakistan. The 1990s was also favorable for the Nestle because major acquisitions with San Pellegrino, Spillers Pet foods and Ralston Purina were made.

The 20th century started well for the Nestle. In the 2003 acquisitions of Movenpick Ice Cream was made and the position of the company was enhanced. Jenny Craig and Uncle Toby’s were also included in the Nestle portfolio in 2006 and Novartis Medical Nutrition, Gerber and Henniez join the Nestle and today, there are more than 10000 brands of Nestle.
Major Competitors:
Nestle has the tough time in Pakistan. The major competitors of Nestle Pakistan are;
 Engro Foods
 Haleeb Foods
 Shezan
 Pepsi
Engro Foods:
Engro foods launched its milk pack named “Olper” and Dairy Omung” which is giving the hard time to Nestle “Milk Pak” product and siding the Milk Pak and becoming the market leader in this category. Engro foods also launched its Juice named “Olfrute”that is giving tough time to the Nestle “Fruita Vitals”.
Haleeb Foods:
Haleeb is also a competitors of Nestle in the Milk products category. Its market share is at the third place after the Nestle and Olper. Its market share is increasing day by day and can give tough time to Nestle in the future. Haleeb market share is 40% in the milk products category.
Shezan:
Shezan has its juices products in the market which are the competitors of the Nestle juices. Shezan Juices are “Twist” and “All- Pure” in the market. Its market share is 35% while Nestle Market Share is 45%.

Pepsi:
Pepsi is a beverage company and its product Aquafina is giving the hard time to Nestle Pure Life mineral water. It snatched the market share of the Pure Life.

Mission and Vision Statements
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”.

Objectives of Nestle:
Company’s objective is to be the world’s largest and best branded food manufacturer while insuring that nestle name is synonymous with the products of the highest quality. Its chief objectives are:
 To achieve compatibility with international voluntary standards on environmental management systems.
 To build mutual trust with consumers, governmental authorities and business partners.
 To ensure continuous improvement of nestles environmental performance.
 Conservation of natural resources and minimization of waste.
 Total compliance with the laws.
 To establish the benchmark for good business practice.
 Employing new technologies and processing.
 By committing to resources, both human and financial.
 Measuring the cost and benefits to business of its activities

Brand Elements

Logo of Nestle:
History
The Nestle logo is often considered as one of the world’s most iconic and instantly recognizable logos. It has undergone several modifications over the years.
Different logo of Nestle
1868 the logo changed when new owners took over the company. 1875 the nest design became combined with "nestle." 1938 the design was simplified. 1966 in the design, they removed the worm from the bird's mouth since the company wasn't just about nutrition any more. Also, instead of four birds, there were now three. This was to illustrate the modern family of two children. 1988 the "nestle" part of the logo used continuation because your eye follows the direction the line goes.
Current logo of nestle looks like this. It represents a modern family, health and well-being.

Nestle Pure Life
Logo
Name
Nestle named its bottled water “Nestle Pure Life”. Name of nestle brand provides a promise to its consumer that it is safe to consume. It complies with regulation and that it meet high standard of quality and purity. Pure life brand is Memorable, Transferable, Suggestive, Protectable and Adoptable.
It is well known brand of the world. So, it is a memorable brand of nestle. Pure life name of brand is transferable to other brand. The name of brand provides meaning of healthy brand. It is very suggestive. Its name and theme is registered so it is also protectable and adoptable.

Colour theme.
Nestle Pure Life brand blue color gives the cool image and show the purity of the water. Color theme is Sky Blue and white and dark blue are merging in each other.
Slogan
JIYO! Kay Yahi hay Zindagi.
Brand Mantra
Good Food, Good Life
Tagline
“Drink well, Live well”
Character
Three family members. ”a hydration family”

Brand Inventory

Brand Attribute Brand attributes are the attractive benefits products or services which can be implied in the brand’s promise with a series of phrases. Nestle’s attributes are:  Affordability  Healthy water  Great taste  Convenient  Good value of product  high Quality  Pure water.  Safe water
Brand Positioning, price and distribution Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. While strategy is the action plan to do something and hence, Marketing Strategy is the managerial process of developing and maintaining a viable fit between the organization’s objectives, skills resources and its changing market opportunities. The aim of marketing strategy is to shape the company’s business and products so that they yield targeted profit growth. Nestle Pakistan Limited is selected to study that how they have planned their marketing strategy for Nestlé Pure Life (water). Nestlé is a multinational food company and offering Fast Moving Consumer Goods (FMCG). The motto of Nestlé is “Good Food, Good Life”, so delivering the qualitative products to the customer is their main objective. It is offering 75 brands of bottled waters worldwide. Nestlé Pure Life (NPL) is one of them that were first offered in Pakistan by Nestlé Pakistan Limited in 1998. People felt need of Pure, safe and clean water because of impurities in water especially in the industrialized cities like Karachi, Lahore, and Faisalabad etc. Nestlé identified this opportunity and lunched NPL that satisfied the customer needs and Nestlé become market leader in the water industry.

Marketing Mix Marketing mix include 4 P’s strategy i.e.  Product  Price  Place  Promotion Product Product is something that is offered to the market. NPL product strategy studies show that they are positioning the product with respect to its attributes that NPL is safe, pure, refreshing and healthy water. Nestlé also does product line expansion; recently it has offered a 0.25 liter bottle of NPL in the market. It’s also using the company name with its product name i.e. Nestlé Pure Life. NPL round shape and elegance of the bottle are instantly recognizable. Quality is cornerstone of NPL success. Nestle people say: “Quality is our more successful product and it is key to our success today and tomorrow.” Price In price strategy, Nestle has adopted the strategy of non-price competition. It is offering one price for NPL to all cities of Pakistan. It also keeps the check on distributors to maintain single price of NPL. It offers trade discounts to its distributors. Place Place is the distribution of the product to its customers at right time, in right quantity, at right price and at right place. To ensure this, channel adopted by the Nestlé for distribution of NPL is as follows: Producer Wholesaler Retailer Consumer NPL comes under the category of FMCG, so for this the timely supply is very important that’s why Nestlé is following intensive distribution strategy. Promotion Promotion is the very important and crucial element of marketing strategy as through it the company establishes its image in the minds of the customers. NPL is promoted by using different ways of promotion. Advertisement of NPL is done through TV, radio, billboards, newspapers and magazines. Current advertising slogans are that NPL is trust, hope and happiness and JIYO! Kay yahi hay Zindagi. Nestlé also conducts the tradeshows, concerts, events, sponsorships, and discounts for sales promotion. For establishing public relations,

Nestlé distributes its newsletters, annual reports, calendars and diaries, lobbying, donation for charitable and civic events. For the victims of 8th October 2005 earthquake, Nestlé has donated 90 trucks, which were containing different foods items, and NPL was one of them which are around Rs. 2 Billion. The Nestle organized its teams to distribute products to the affected areas and all employees contributed from top to bottom (MD himself was involved personally to distribute products physically)

Brand Portfolio:
Nestle Brand Portfolio is as under;
Bottled Water
Milk
Juices
Baby Food
Chocolates
Coffee
Food
Nestle
1. Nestle Pure Life
Health & Nutrition
1. Every Day
2. Nido
3. Milk Pak
4. Condensed
5. Carnation
6. Nesvita
1. Fruita Vitals
2. Juicy Juice
3. Milo
4. Nesfruta
1. Slim Milk
2. Active Plus
3. Fitness Cereal
1. Cerelac
2. NAN
3. Nestum
4. Nesquik
5. Lactogen
6. Neslac
1. Kit Kat
2. KoKo Krunch
3. Aero
4. Role
5. Polo
1. Nescafe
1. Maggi Noodles
2. Maggi Cold Sauces

Mental Map of Nestle
When a mental map of the brand is analyzed, it shows that what things comes into the customer’s mind when he thinks about the brand.
“Nestle Pure Life” is a Nestle mineral water brand. It is satisfying the consumers in terms of Purity, Taste, Quality and freshness. It creates its image in the consumer’s mind. Consumers likes the design of the bottle and think “Nestle Pure Life” as their passion and they use it with full excitement. They always show reliability on this mineral water and consider it their first choice.
Purity
Quality
Reliability
Design
Image
Freshness
Taste
Passion

Sources of Brand Equity:
“Brand equity is defined as the differential effect that knowledge about the brand has on consumer response to the marketing of that brand”.
Elements of Brand Equity:
 Brand Loyalty
 Brand Awareness
 Perceived Quality
 Brand Association (Premium Price)
Brand Loyalty:
Brand loyalty is a measure of the attachment that a customer has with a brand. Nestle is positioning of water in the mind of the consumer is very positive. They position NPL on the basis of good taste. They said good tasting drinking water.
Brand Awareness:
Brand Awareness is the ability of a potential buyer to recognize or recall that a brand is a member of a certain product category. As research conducted and asked people to recall the mineral water than most of them said its Nestle pure life. So it’s proven that Nestle has a strong recognition among consumer.
Perceived Quality The customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality is a perception by customers.

 Nestle sells water to health conscious people, that’s why nestle pure life full all these factors which is important for who want health.
 Nestle is reliable it’s always health conscious
 A nestle quality level that matches target market needs and wants. Nestle provides water with specific minerals, deliver the desired level of quality to consumers.
Brand Association:
A brand association is anything "linked" in memory to a brand.
Price Premium: Nestlé Pure Life where the consumer is willing to pay price Premium compare to ordinary tap water

PoPs and PoDs
Points of Parity
All the mineral water brands offer the basic values. At the product level Nestle Pure Life, Kinley, Aquafina and Sufi etc. have the function of fulfilling the thirst needs of their consumers and clients and also used in making several beverages. Therefore these following factors fulfill the basic needs of the consumers equally creating a point of parity amongst all.
Points of Difference
Since all the mineral water brands are similar at the basic or core product level therefore Nestle Pure Life has differentiated itself from its competitors on the basis of adding values for its customers. Like Nestle values are quality, purity taste and freshness. These are points of difference which make Nestle extend its PLC and continue to outperform and maintain its market lead.

SWOT ANALYSIS OF NESTLE PURE LIFE:
STRENGTHS
 The only brand in the area maintaining its quality and taste and having the same impact on its customer
 Economical
 Pure Drinking Water in market (Free of chemicals)
 Strong Brand Name
WEAKNESS
 Communication is weak
 Lack of Awareness
OPPORTUNTIES
 Concentrating on these areas can increase sales
 Increase in product line.
THREATS
 Segments are being shared by competitors
 Uncertain conditions will affect the sales (diseases of animals)
 Under cutting by competitors.

Brand Exploratory

Customer Based Brand Equity Pyramid
With the help of Questionnaire, we prepare this Pyramid. Explanation of the Pyramid with the help of Questionnaire results is given below,
Brand Salience
Nestle Mineral water brand “Nestle Pure Life” has a high breadth and depth of awareness in the consumers. Therefore, it is a highly Salient brand. When asked to consumers to recall the Mineral Water brands, 72% of the consumers were able to recall “Nestle Pure Life” first. It clearly shows that this brand has a high level of recall and awareness in the consumers mind, identifying the product, its elements and its logo quickly.
Brand Performance
“Nestle Pure Life” is highly satisfying the consumers at the basic ingredients level. It is satisfying the consumers in terms of Quality, Purity and Taste. The consumers are seen by associating these attributes with the brand as compared to other Mineral Water Brands. This brand is most preferred among the friends, Colleagues and family of the respondents. But some consumers are little concerned and not fully satisfied with the advertisement of “Nestle Pure Life”. They believe that Aquafina of Pepsi has a better Logo and Tagline.

Imagery
“Nestle Pure Life” has a strong positioned in the consumer’s minds and they call it their target brand including Students, Business man, Sportsman and house wives. This is a brand that brings satisfaction and comfort in terms of purity and quality in the consumers as compared to other Mineral Water Brands.
Judgments
“Nestle Pure Life” has and maintained a strong image in the consumers due to its performance and the strong image of the parent company. This is fact and it is backed by our survey as people associate the brand with high purity, taste and quality. It differentiates itself from other mineral brands by its addition of ingredients. It’s these features makes the brands greater to other brands. “Nestle Pure life” has high integrity. Nestle is an trustworthy, innovative and likeable company because it invests in Research & Development on regular basis, it regularly conducts marketing research to keep consumers view in mind and always give consumers good value of their money.
Feelings
The brand building feelings associated with “Nestle Pure Life” according to consumers and company are satisfaction and trust. “Nestle Pure Life” makes the consumers energized and enlightened and it makes the consumers feel that they are experiencing something new and special. Peoples have very positive feelings about the brand values and name it communicates to the people in general. Our survey show that 92% of the feelings were associated with “Nestle Pure Life”.
Resonance
Nestle Pure Life brand loyalty is very strong in the consumers of the country. Consumers in our survey seemed very loyal to the brand. Consumers believe that sometime it is not available but they search it as they believe that this brand give them the best value of their money. They believe that purity, quality and taste offered by this brand is supreme to other brands. In the market other brands are also available but it is noticed that peoples are associated with Nestle Pure Life. Peoples are using it since many year and is the first choice of the peoples.

Counterfeiting: Threat to equity
Counterfeiting is a global issue. It is probably as old as branding itself. As technological advancement is rapidly growing, counterfeit production is relatively become easier. Thereby, it increases the potential threat of counterfeiting globally. It can ruin the brand equity in several ways. It impact seriously on brand equity. It undermines the confidence of customers as well as real worth of brand. It reduces the credibility. Although, “Nestle pure life” is not facing counterfeit issues at widespread. But it is noticed that some common public places like Railway stations and general bus stands, it might be practiced at a very miner level. To cope up with the forging, Nestle pure life has extensive resources to fight these issues. It increasingly strives to reduce it by making special efforts and anti- counterfeit measures. These are related to:
1. Provide excessive awareness about brand recognition and recall.
2. Packaging is made by protecting cover.
3. Special P.E.T bottles that have hygiene crystal material with company seal. It is stronger and more elastic to its competitive brands.
4. Engraved writing on bottle.
5. Glimpse of blue color in water.
6. Bottle labeling also shows the badge, expiry and manufacturing date that can be assure through company data base.

Suggestions and Recommendations:
Nestle is the world’s best company. Nestle is an industry giant and doing a successful business around the world and also operating in Pakistan. But still certain measures are that should be taken in Pakistani market are recommended below specially for “Nestle Pure Life” brand
1. Price of the “Nestle Pure Life” is little bit high so prices should be low to increase the consumers.
2.The people who use other mineral products not “Nestle Pure Life” should be survey and then concentrate on those facts that why people are not using this product.
3. Availability of” Nestle pure Life” should be ensured on every shop.
4. Nestle should increase the distribution Network.
5. The company should offer small pack sizes in order to compete with others competitors. 6. At present, the company is sponsoring events on a small scale. It should go for financing regional events.
7. Company should provide incentives to shop keepers.
8. Nestle should sell same quality of products in Pakistan as they sell in the developed countries because consumers of Pakistan are now much aware than a decade ago.
9. Nestle should introduce new design of Nestle Pure Life bottles as their competitors are doing.
10. Nestle should increase the promotional campaigns magnitude since strong competitors are taking over the industry especially in mineral water products.
11. NPL should diversify its product portfolio & introduce some other products which can cut the competition of the major competitors in Pakistan.
12. Nestle should aim at broadening its target market from some specific areas like upper class. Nestle should target the lower class in Pakistan.
13. Nestle frequently change the frequency of their advertisement and bring some celebrity in their advertisement. Advertisement campaigns should be different for different occasions like Ramzan when the demand of the water increases like other things.

References:
www.Nestle.com
www.scribd.com
www.ask.com
http://www.nestlegoodfoodgoodlife.com/history
http://nestlepakistan.wordpress.com/about/
http://www.nestle.pk/nhw/introduction
http://www.slideshare.net/shahjei/nestle-pakistan-27772586
http://www.nestle.pk/brands
http://wiki.answers.com/Q/Who_are_the_competitors_of_Nestle?#slide=1
http://download-reports.blogspot.com/2011/04/marketing-report-on-nestle.html
http://www.nestle.co.za/aboutus/missionvision
http://www.nestle-purelife.co.uk/live-well/how-much-water
http://famouslogos.net/nestle-logo/
http://www.nestle-waters.com/media/medialibrary/pictures/brands/brandslogos
http://advertisingpak.blogspot.com/2011/10/nestle-pure-life-drinking-water-now- in.html
http://www.nestle-purelife.com/Products/Quality
http://www.nestle-purelife.com/Products
http://www.slideshare.net/mirzashakeel/lecture-34-12858296

Appendix

QUESTIONNAIRE
A study to assess the information about “Nestle Pure Life”.
Dear Sir/Madam:
We are students of Management Sciences Department at The Islamia University of Bahawalpur. We are doing a course project on the Brand Audit of “Nestle Pure Life”. Your information provided will be very helpful for us in analyzing and completing our project. I hope you will agree to spend 10 to 15 minutes of your precious time to complete this survey. We ensure you that the information you provide will be kept confidential and will be used for the research purpose only. Thank you for taking out time for this survey.
Brand Awareness and usage:
1. When you recall Mineral Water which brand comes at the top of your mind?
a) Nestle Pure Life b) Aquafina c) Kinley d) Others
2. Have you ever used NPL?
a) Yes b) No
3. Which brand of Mineral water you purchase more often?
4. Which mineral water brand is more used in your circle of friends/family and colleagues?
5. What is your overall opinion of “Nestle Pure Life”?
a) Excellent b) Good c) Neutral d) Bad
6. What is most unique about “Nestle Puree Life”?
a) Quality b) Purity c) Taste d) Freshness
Please read the following statement and marks accordingly
1. Strongly Agree 2.Agree 3. Neutral 4.Disagree 5. Strongly Disagree
Brand Feelings:
1. Does NPL gives you feelings of Fun.
1
2
3
4
5
2. Does NPL gives you feelings of Warmth.
1
2
3
4
5
3. Does NPL gives you feelings of Excitement.
1
2
3
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5
4. Does NPL gives you feelings of Social approval.
1
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5
5. Does NPL gives you feelings of Self-respect.
1
2
3
4
5

Brand Judgment:
1. Extra Ordinary 2. High 3. Medium 4.Low 5. Negative
1. We are interested in your overall opinion of “NPL”.
1
2
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5
2. How well does Nestle satisfy your need?
1
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5
3. How would you recommend Nestle to others?
1
2
3
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4. To what extent does Nestle offer advantage that others brands cannot?
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5
5. To what extent Nestle is superior to others brands in the beverage category?
1
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5
Brand Performance and Imagery:
1. To Great Extent 2. To Some Extent 3.To Little Extent 4. To Low Extent 5. Negative
1. Is convenient to drink?
1
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4
5
2. Has a satisfactory price?
1
2
3
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5
3. Has a varied of taste?
1
2
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5
4. To what extent people you admire and respect to drink NPL?
1
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5
5. To what extent do you feel that you drink NPL?
1
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6. To what extent do you feel NPL contribution to your personality?
1
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5
7. NPL is a quality drink, after drink I feel energetic.
1
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5
8. Has satisfactory price?
1
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5
9. Always found with purity.
1
2
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5
10. How do you feel that NPL is reliable, daring and attractive?
1
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5
Brand Resonance:
1. Strongly Agree 2. Agree 3.Neutral 4.Disagree 5.Strongly Disagree
1. I always buy NPL, it is more than product to me.
1
2
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5
2. I feel deep connection with NPL.
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5
3. I really like to talk about NPL to others.
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4. I feel the community feelings with NPL.
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5. Compare to others I follow news about Nestle closely.
1
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6. I like to visit the web site for Nestle to know about NPL.
1
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5

SAMPLING METHODOLOGY
Sample Size
Our sample size was a total of 100 respondents (n=100) from the A and B income groups which include the Middle-middle, Upper-middle and elite class of the society since they the main consumers of Nestle Pure Life.
Sampling Technique
Our sampling technique comprised of the following two steps.
Quota Sampling
The sampling was done on the basis of quota and the quota was assigned as 10 people from 5 different areas namely University Chowk area, Model Town A, Satellite Town, Commercial Area and Islami Colony.
Judgment Sampling
The sampling within the 5 areas was based on pure judgment. The person who seemed to belong to the upper, upper middle and middle classes of the society was selected.

QUESTIONNAIRE ANALYSIS
The following is the analysis of our questionnaire and it entails a question by question analysis which provides an insight of the brand’s perception in the minds of the consumers and how successful the brand has been in translating its values to the consumers. With the help of this questionnaire we have been able to check the match between the Brand Inventory and the Brand Exploratory as in what the Brand has tried to do in order to market “Nestle Pure Life”.
Question. When you recall Mineral Water which brand comes at the top of your mind?
Analysis:
This question was designed to check the top of the mind awareness of consumers about NPL brand. From the results we can infer that with 62% of votes, NPL has a clear edge. Thus the brand recall of Nestle Pure Life is fairly good. While its competitors brand have less awareness in the consumers. 21% consumers have awareness about Aquafina, 15% about Kinley and 2% peoples are aware with others mineral water brands.
62%
21%
15%
2%
When you recall mineral water which brand comes at the top of your brand?
NPL
Aquafina
Kinley
Others

Question. Have you ever used NPL?
Analysis:
98% of the people we surveyed have used Nestle Pure Life at some point of time. It was a filter question, aimed at finding out whether we were surveying the right individuals. But 2% people never use the Nestle Pure Life.
98%
2%
Have you ever used NPL?
Yes
No

Question. Which brand of Mineral water you purchase more often?
Analysis:
This question was designed to check the association of the consumers with the brand. From the result, it is clear that 72% consumers purchase NPL. So, NPL has clear edge on its competitors. 19% people are associated with Aquafina, 7% with Kinley and 2% are associated with others brand.
72%
19%
7%
2%
Which brand of mineral water you purchse more often?
NPL
Aquafina
Kinley
Others

Question. Which mineral water brand is more used in your circle of friends, family and colleagues?
Analysis:
This question was aimed at finding the opinions of a wider target audience. Results showed that 59% of the people in social circle of our sample used Nestle Pure Life. While 27% Aquafina, 12% Kinley and 2% others brands are used in social circle of friends, family and colleagues.
59%
27%
12%
2%
Which mineral water brand is more used in your circle of friends, family and colleagues?
NPL
Aquafina
Kinley
Others

Question. What is your overall opinion of “Nestle Pure Life”?
Analysis:
72% of the people felt that Nestle Pure Life was good, 15 % felt it is excellent and 12% had neutral opinion. Surprisingly 1% thought it is bad or worst.
15%
72%
12%
1%
Sales
Excellent
Good
Neutral
Bad

Question. What is most unique about “Nestle Puree Life”?
Analysis:
This question show that 47% consumers like the NPL due to its quality. 34% like its purity, 12% like the taste and only 7% consumers like the freshness of the NPL.
47%
34%
12%
7%
What is most unique about NPL?
Quality
Purity
Taste
Freshness

Brand audit of Nestle

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