This presentation is contains on Brand audit of Nestle Pure life Pakistan.

2. Group Members
Name Roll #
Muhammad Safdar Hussain 17
Muhammad Adeel Tariq 15
Akasha Shafiq 02
Qurat ul Ain Ayaz 29
Sana Rauf 35
Sidra Ashraf 37

3. Presentation Topic
Brand Audit of Nestle Pure Life

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

5. 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

6. Introduction
 Founded
 Founder
 Headquarter
 Countries
 Factories
 Employees
 Annual Turnover

7. Nestle in Pakistan
 Operations in Pakistan
 Factories in Pakistan
 Nestle Pure Life in Pakistan

8. History
 In the 1870s
 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

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

10. Brand Portfolio

11. 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

12. Our Survey Results

13. When you recall Mineral Water which
brand comes at the top of your mind?
62%
21%
15%
2%
When you recall mineral water which brand comes at the top of your brand?
NPL
Aquafina
Kinley
Others

14. Have you ever used NPL?
98%
2%
Have you ever used NPL?
Yes
No

15. Which brand of Mineral water you
purchase more often?
72%
19%
7% 2%
Which brand of mineral water you purchse more often?
NPL
Aquafina
Kinley
Others

16. Which mineral water brand is more used in
your 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

17. What is your overall opinion of “Nestle
Pure Life”?
15%
72%
12% 1%
What is your ovrall opinion of NPL?
Excellent
Good
Neutral
Bad

18. What is most unique about “Nestle Puree
Life”?
47%
34%
12%
7%
What is most unique about NPL?
Quality
Purity
Taste
Freshness

19. Sana Rauf
Roll # 35

20. 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.”

21. 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”.

22. Logo History of Nestle

23. In1868

24. In 1875

25. In 1938

26. In 1966

27. In 1988

28. Brand Elements

29. Logo

30. 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.

31. 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.

32. Slogan
JIYO! Kay yahi hay Zindagi.

33. Tagline
“Drink well, live well”

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

35. Qurat ul Ain Ayaz
Roll # 29

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

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

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

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

40. Sidra Ashraf
Roll # 37

41. Mental Map

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

43. 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

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

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

46. Muhammad Adeel Tariq
Roll # 15

47. Customer Based Brand Equity
Pyramid

48. 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.

49. Akasha Shafiq
Roll # 02

50. 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

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