Consumer Preference in Pakistan: Nestlé Vs Aquafina

CONSUMER BEHAVIOUR
Final report
GROUP MEMBERS
AYESHA MAJID
DANISH TASLEEM
JUNAID UR REHMAN
MUHAMMAD DANISH ALI KHAN
MUHAMMAD BILAL SARWAR
MUHAMMAD AMEEN ABDULLAH
RIDA FATIMA

NESTLE PURE LIFE Vs AQUAFINA
1
Nestle Pure Life
VS
Aquafina

2
Contents
Nestle.................................................................................................................................. 6
Introduction to Company.................................................................................................... 6
Product Profile.................................................................................................................... 7
Nestlé Water ................................................................................................................... 7
Nestlé’s vision of Nestle Pure life (Bottled water)......................................................... 7
Nestlé’s Mission of Nestle Pure life (Bottled water)...................................................... 7
Product Development ......................................................................................................... 7
Consumer profile ................................................................................................................ 8
Market Segmentation........................................................................................................ 10
Behavioral segmentation: ............................................................................................. 10
Demographic Segmentation.......................................................................................... 11
Geographic Segmentation:............................................................................................ 11
Target Marketing .............................................................................................................. 11
Marketing Mix.................................................................................................................. 13
Product.......................................................................................................................... 13
Packaging...................................................................................................................... 14
Price.............................................................................................................................. 15

3
Placement/Positioning .................................................................................................. 17
Promotion ..................................................................................................................... 18
Aquafina .......................................................................................................................... 21
Introduction to Company.................................................................................................. 21
Mission Statement ........................................................................................................ 21
Vision Statement........................................................................................................... 22
Marketing Mix.................................................................................................................. 22
Product:......................................................................................................................... 22
Price:............................................................................................................................. 23
Placement Positioning: ................................................................................................. 24
Packaging...................................................................................................................... 24
Label:............................................................................................................................ 24
Segmentation .................................................................................................................... 25
Target market.................................................................................................................... 25
Advertising tools............................................................................................................... 26
Creative strategy............................................................................................................... 26
Literature Review ............................................................................................................. 26
Perception ......................................................................................................................... 29
Exposure (Nestle) ......................................................................................................... 29

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Attention ....................................................................................................................... 31
Interpretation................................................................................................................. 32
Exposure ( Aquafina).................................................................................................... 32
Attention:...................................................................................................................... 33
Interpretation: ............................................................................................................... 33
Group Member Opinions.................................................................................................. 34
Rida Fatima................................................................................................................... 34
M.Bilal Sarwar.............................................................................................................. 34
Danish Tasleem ............................................................................................................ 35
Ayesha Majid................................................................................................................ 36
Danish Ali Khan ........................................................................................................... 36
Junaid Ur Rehman ........................................................................................................ 37
Ameen Abdullah........................................................................................................... 38
Conclusion.................................................................................................................... 38
Informal Interviews .......................................................................................................... 39
Interview 1:................................................................................................................... 39
Interview 2.................................................................................................................... 39
Focus Group Questions .................................................................................................... 40
Findings of Focus Group .................................................................................................. 41

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Focus Group 1: ............................................................................................................. 41
Focus Group 2: ............................................................................................................. 43
Observations in marketplace............................................................................................. 44
Observation at Rahat Bakery and Departmental Store................................................. 44
Observation at Gourmet Shop. ..................................................................................... 44
Conclusion:................................................................................................................... 45
Consumption Tables......................................................................................................... 46
Nestle............................................................................................................................ 46
Aquafina ....................................................................................................................... 47
Recommendations..............................................................Error! Bookmark not defined.
References..........................................................................Error! Bookmark not defined.

6
Nestle
Introduction to Company
Nestle originated in 1866 in Switzerland founded by Henri Nestle. Today it is the world’s
largest food and beverage company, having an active workforce of around 250,000 people
belonging to almost 70 different countries and having factories or operations in almost every
country of the world. In 1867 when Henri Nestle, a pharmacist by profession launched his
product FARINA LACTEAL Nestle, a nutritious gruel for children was actually when the basis
or the foundation of Nestle products was laid.
Nestle Pakistan Ltd is a subsidiary of Nestle S.A, a company of Swiss origin
headquartered in Vevey, Switzerland. It is a food processing company registered on the Karachi
and Lahore Stock Exchanges and operating in Pakistan since 1988 under a joint venture with
Milk Pak ltd and took over management in 1992. For ten years in a row, the company has won a
place among the top 25 companies of the Karachi Stock Exchange.
Nestle Corp. has a diversified product line, which keeps on growing through innovation
and renovation while keeping an equilibrium in geographic activities and its product portfolio.
The company’s top most priority is to provide the best and most relevant products to its
consumers, regardless of their geographic location, catering to all their needs and targeting all
age groups.

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Product Profile
Nestlé Water
Nestlé Waters was created in 1992. Today Nestlé Waters is the number one bottled water
company worldwide. With around one hundred production sites in 33 countries, Nestlé Waters
has 31,740 employees and a portfolio of 51 unique brands, enabling to constantly innovate in
order to meet the different expectations of consumers all over the world. Among those brands
Nestlé PURE LIFE has become in 2008 the largest bottled water brand sold in the world.
Nestlé’s vision of Nestle Pure life (Bottled water)
To provide PURE WATER to consumer
Nestlé’s Mission of Nestle Pure life (Bottled water)
To add up minerals best for digestive system of human body
Product Development
The launch of Nestle Pure Life in December 1998 was a truly significant episode in the
history of Nestle Pakistan. Nestle Pure Life was going to get the entry of Pakistan’s growing
water market. At the same time Pakistan became the first country where Nestle launched the new
brand. Nestle Pure Life is a premium drinking water, produced to the highest standards of safety
and purity as per the website suggests. It is ideally balanced with essential minerals like vitamins,
calcium and many other useful items. According to nestle, pure water product is the star product
of nestle having useful ingredients in every drop of water which are essential for being hydrated

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all the time. Capitalizing on its strong brand recognition, aggressive pricing and supported by a
strong marketing campaign, Nestle Pure Life has made very strong inroads into the water market
in Pakistan. Today Nestle Pure Life has dwelled into one of the most dominant product amongst
its competitors with having a highest market share.
Consumer profile
NESTLE is focusing People as a whole regardless of demographic, psychographics and
geographic. The main target of the firm is PEOPLE. This can be seen from their media and
hoardings. In many of their advertisements and on the bottle labels, one can see the FAMILY,
which focuses all the age groups.
Nestle Pure Life has been providing a good quality water to its customers since a long time
and is still committed to further improve its quality. The product is sold to diverse population all
around the Country. With each passing day, people are becoming more aware of hygiene needs
and want to live healthier and a happy life, therefore the Nestle Pure life is taking all the possible
measures to meet up people’s expectations from the Product. Nestle Pure life is purchased by
different classes, mainly by high level to middle class. Also the product is very much used, by the
tourists up North and in South region of the country. Furthermore, the product is greatly used for
domestic purposes as well as a premium product offered in restaurants, offices and corporates. The
demographics that can be considered are:
• Age-: above 5 up-till 60 or more.
• Gender- targets both genders.
• Family Size: 1-2; 3-4; 5-6; 7 and Over.
• Income: segments different income level.

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• Education: The level of education is another factor that the company is paying
attention to. In a high percentage education, the company can use advertisements to
convey the company massage.
• Occupation: Professional and Technical, Managers, Officials and Proprietors,
Clerical staff, Crafts People, Foremen, Students, tourists, and in restaurants.
• Religion: Muslim, Hindu, Jewish, Catholic and others.
Requirement
Considerable
Bottle
Size Age Group
Related To People
Of / Use Sex Income Education
0.5L
infant -
maximum age All the people No No Yes
1.5L 15years -
60years
Restaurants/Offices/Tourists No No Yes
12L 25years -
70years
Household & Offices No Can be Yes
19L 25years -
70years
Household & Offices No Can be Yes
The above table shows that Nestle Pure Life is for all. It is not necessary that Nestle Pure Life
Water Cans can only be used by higher income persons.

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Because the data is linked with the regular use of Nestle Pure
Life Water Cans. Means income can be considerable for the people who
consume Nestle Pure Life on daily basis. If we exclude the factor of
daily basis the answer will be No. there is not restriction to use Nestle
Pure Life for Muslims and non-Muslims.
Market Segmentation
Market segmentation is the basis of segmenting a product according to different
requirements and expectations of people associated to the product. Thus, there is no single way
to segment a market. The company has to try different segmentation variables, alone and in
combination, to find the best way to view the market structure.
Nestle Pure Life Pakistan establishes different basis for segmentation such as
demographics, psychographics, behavioral segmentation, personal demographics and
benefit segmentation. However the charts of product consumption is said to be high in urban
areas compared to rural areas.
Behavioral segmentation:
Behavioral segmentation divides buyers into groups based on their knowledge attitude,
usage or responses to a product. Buyers can be grouped according to occasions when they get
their idea to buy, actually make their purchase or use the purchase item.
Thus Nestle Pure life enjoys the luxury of being a premium product and is said to be
found on all important occasions like family dinners, get to gather’s, conferences, workshops,
seminars, trips, etc. The brand customers are pretty much loyal to the product and their trust in

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the product is so high that may go an extra mile to buy Nestle Pure Life as they are not ready to
compromise on their health and safety
Demographic Segmentation
Nestle Pure Life is not bounded to any particular age, gender or lifecycle stage. People
from any area, culture, age, sex, belief will drink Nestle Pure Life. Furthermore, the company
gives importance to income and household size. They have offered different sizes of Nestle Pure
life for different consumers belonging to different income levels and the need to consume the
product, considering different situations. The sizes are further discussed in the following section.
Geographic Segmentation:
The company has divided its geographic segmentation in several regions. First they have
the segmentation of a whole country and from each provincial capital, they divided its areas into
north, east, west, south. So that it could be easy for the company to work efficiently on its supply
chain
Target Marketing
According to our observation and market survey, we have concluded that as such there
are no set demographic techniques to set the specific target market for the product as water is
something that everyone uses. Everyone and anyone can use any size of bottle that Nestle is
offering depending upon their need. There are some variations that can be made through OUR
OBSERVATION but not from the company’s perspective.

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Nestle Pure Life comes in four different sizes. These four are targeting different types of
people and lifestyles.
This is the smallest size of Nestle Pure Life Water of 0.5L.
This size is being heavily used by the consumers in place of soft drink.
University, Colleges, schools and public places are a high potential
target market of this particular size.
This is the second size of the Nestle Pure Life Water which is
about 1.5L. This size is being used mostly in restaurants, food chains,
large gatherings and while travelling. Also, the foreigners who visit
Pakistan and delegates also use this size as they cannot the otherwise
available water in Pakistan. Guest houses and Hotels also use these
bottles to entrain there customers and this sized water bottle is an
essential in every room of a good hotel.
This is the third size of the Nestle Pure Life which is used in
mostly houses and offices in the waiting areas (offices).

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This is the fully household product and also used in executive
rooms in offices with the dispensers. This Nestle Pure Life Water
Bottle is also very helpful in many dispensers available in the market
with good options.
Marketing Mix
Marketing mix refers to ‘putting the right product in the right place, at the right price, at
the right time.’ Therefore, it is a set of actions or tactics a company adopts to sell its product.
Marketing mix consists of 4Ps which are: product, price, placement and promotion.
Product
Nestlé Pure Life is drinking water that has been treated and rematerialized using a
standardized industrial process to ensure purity and quality. Pure and Safe Nestle PURE LIFE
refills your body with water to maintain a good level of hydration. It provides a balanced mineral
formula (on average 150-170 mg per liter), contributing to daily mineral requirements
Structure of water:
Concentration,
Mineral Component not more
General mineralization (mg/l) 220 mg/l

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Calcium 40 mg/l
Magnesium 15 mg/l
Potassium 20 mg/l
Bicarbonates 60 mg/l
Fluorides 0,6 mg/l
Hardness Mg-eq/l 3
Product quality:
NESTLÉ PURE LIFE is guaranteed by a specific production process carried out under
strict hygiene conditions, which ensures that the quality of the water is preserved right up to the
place where you buy it. Throughout the process, ongoing quality control measures are applied.
More than 100 controls are carried out daily, from water source to packaging, in order to ensure
the perfect quality of the final product.
NESTLÉ PURE LIFE benefits from Nestlé’s guarantee; Nestlé, a renowned brand with
expertise in the field of bottled water and nutrition, helps you to make healthy choices.
Packaging
Nestlé PURE LIFE is available in a wide variety of packaging formats to suit all
consumer needs and consumption occasions. Packaging is innovative to meet the individual
needs of consumer all over the world.

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The range of formats extends from the individual bottle for on-the-go consumption (0.33l
to 0.5l), to the family size bottle (1.5l) and on to larger formats of 5 gallons (18.9l) for in-home
and office usage.
Nestle PURE LIFE 18.9-liter bottles have a protective cover, so that the consumer can
immediately define, that the product was delivered from the factory. Its proprietary design
equally protects the brand from counterfeiting.
Nestlé Pure Life's originality lay in the use of an all-new plastic, P.E.T. (polyethylene
terephthalate), which is stronger and more elastic than the PVC. Besides, P.E.T. is recyclable.
LABEL:
The label provides information like quantity, mineral contents, logo, manufacturing date and best
before date. Consumer service number is mentioned and stamp of PSQCA with license number is
also mentioned.
Price
Price is the monetary value of a product offered by a company. While all other 3Ps are
cost generators, price is the only source of income and profits. There are several pricing

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strategies available to a company to adopt depending on a number of factors, such as company
objectives, etc. These pricing strategies are: penetration pricing; skimming pricing; competition
pricing; psychological pricing; premium pricing; bundle pricing; cost based pricing; cost plus
pricing; optional pricing.
Nestle Pure Life adopts competition pricing strategy for its products. Competition pricing
refers to setting prices in comparison with competitors. Under this pricing strategy three options
available to a company are:
• to lower the prices
• to increase the prices
• To keep the prices same as competitors.
The option which Nestle Pure Life chooses is to set the prices similar to that of
competitors. Nestle comes in different quantity packaging.
Following are the list prices of these different packaging:
• 500 ml --- Rs. 25
• 1 litre --- Rs. 150
• 5 litre --- Rs. 140
• 19 litre--- Rs. 200

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Placement/Positioning
Current position of the Nestle Pure Life in the market is that it is matchless in terms of
quality and Hygiene. It has a well-recognized name and place in the market. It is positioned only
on the one benefit that is the “purity” like the corporate image. Nestle Pure Life is also using the
corporate image for the product. The positioning philosophy pursued is the corporate product
positioning. In corporate product positioning the perception of the consumer is developed among
the similar product line of the company instead of the competitors. For all types of products
company uses the same name for their brand and this is very much helpful for the company to
position its product easily distinguished from competitors and it is also helpful to the company to
decrease their advertisement costs that would be utilized to position their product from zero
level.
Nestle Pure Life has adopted the functional positioning strategies like;
“Drink Better, Live Better”
“Live pure life”
“The water for active people”.
Water is essential to the human body. Daily exercise, a good night’s sleep and proper nutrition
are all part of the equation when it comes to leading a healthy lifestyle. But, NESTLÉ PURE

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LIFE understands that with today’s busy lifestyles, it’s sometimes hard for families to stay on
track. Drinking NESTLÉ PURE LIFE water contributes to staying hydrated throughout the
day. That’s why they have adopted the motto “Drink better, live better”
Promotion
As part of the marketing mix, promotion includes all activities that involve
communicating with the customer about the product and its benefits and features
To make consumers aware and persuade them Nestle Pure Life follows four promotional
strategies. These include:
Advertising
Advertising through TVCs and other media Nestle stresses on the quality it offers through
Pure Life. In 2015, Nestle Pure Life made an entire TVC jingle “healthy Hai” (it is healthy). This
ad featured people of different ages and backgrounds singing just the one line “healthy Hai”. To
maintain its loyal customer base, Nestle Pure Life made a TVC in 2014 which showed
generations of love and featured a mother who addresses her mother that she not only gave her
life instead she gave her “Pure Life”, and promised to do the same for her own daughter. All of
the Nestle Pure Life advertisements end on the note “drink better, live better”. However, apart
from mass advertising, Nestle Pure Life does not have any celebrity endorsements.

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Personal selling
Nestle Pure Life launched the home delivery of its 19
liter water bottle to residential areas and offices. These
bottles are directly supplied by the Nestle through its own
representatives.
Public Relations & Sponsorship
Nestle Pure Life launched new
campaign “Ripple Effect” dedicated to
encouraging children to drink more
water. In Pakistan Nestle Pure Life held
a competition named “Healthy Habits”
on its Facebook page. In this people had
to send a photo of their child imitating
their one of the healthy habits. Then the
people with the most likes on their photo
would win a water dispenser and one month supply of Nestle Pure Life.

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Sales Promotions
Nestle Pure Life holds short term strategic activities which aim to encourage a surge in
Sales.

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Aquafina
Introduction to Company
PepsiCo is multinational company having headquarters in New York, United States, it
produces manufacturing, marketing and distribution of grain-based snack foods and other
products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and
FritoLay, Inc. PepsiCo has expanded from a famous product Pepsi to a broader range of foods. It
deals in following brands Mountain Dew, Lay's, Tropicana, and 7Up, Lipton Teas, Cheetos,
Mirinda, Aquafina, and Pepsi Max.
Based on net revenue, PepsiCo is the second largest food & beverage business in the
world. In North America, PepsiCo is ranked as the largest food and beverage business the
number of employees working in PepsiCo is 285,000 worldwide.
At PepsiCo we believe that business and society can thrive together. We are guided by
Performance with Purpose: delivering top-tier results in a way that sustains and respects
business, society and the planet.
Mission Statement
As one of the largest food and beverage companies in the world, our mission is to provide
consumers around the world with delicious, affordable, convenient and complementary foods
and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to
evening treats. We are committed to investing in our people, our company and the communities
where we operate to help position the company for long-term, sustainable growth.

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Vision Statement
At PepsiCo, we aim to deliver top-tier financial performance over the long term by
integrating sustainability into our business strategy, leaving a positive imprint on society and the
environment. We call this Performance with Purpose.
This vision means creating products that our consumers are eager to buy and our
employees are proud to sell.
It starts with what we make— a
wide range of foods and beverages from the indulgent to the more nutritious; extends to how we
make our products— conserving precious natural resources and fostering environmental
responsibility in and beyond our operations; and considers those who make them— striving to
support communities where we work and the careers of generations of talented PepsiCo
employees.
Marketing Mix
Taking into consideration the 4 Ps of the marketing mix.
Product:
There is a public impression that municipal water is harmful for health as it could be. In
some cases, that’s true. There are many places in the Pakistan where the tap water is injurious to
health and causes disease so as a result demand for pure water rises so keeping in view this
problem like other companies PepsiCo introduced a water brand named Aquafina

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Aquafina is one of the brand of bottle water products launched by Pepsi Co, Inc. having
vitamin and low calories. It is in both flavored and unflavored water. PepsiCo takes tap water
which goes through a purification process strict engineering design and other technology
instruments. It ensures that the water supplied to people is pure from germs and other harmful
bacteria for the convenience of customers PepsiCo is launching lightest half liter bottle
Aquafina uses the trademark hydro-7 process by PepsiCo. This is the highlight of the
drinking water produced under Aquafina brand. The product bottled water, as a result of this
process, is one of the fine and pure drinking water that is available in the market.
The packaging of the product is simple and incudes mountains which depict the purity of
the water because it highlights that the source used for their water and the process used is the
finest in the industry and consumers can perceive that they are getting the finest product in the
market.
In order to cater to the general public at large the product is available from small half liter
bottles up to PET bottles that can be delivered to your location.
Price:
Pricing strategy used by Aquafina is competitive. Basing it on the uniqueness of the
product quality that differentiate it from its competitor rather than going for a cost effective
approach. Prices are kept in line with the competitor products yet differentiated on the basis of
their product purity and through the process that it is achieved.
The prices of the products are same as the Nestlé’s. Starting from half liter bottles
available for 25 Rupees up to 200 for the 19-liter bottle.

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Placement Positioning:
The difference between other bottled water brands and Aquafina is that they have their
own distribution network. The product is delivered to retailers or end consumers by their own
staff rather than using the services of a third party like a wholesaler. The product is available at
every local market as well as big malls and service providers like restaurants.
The self-distribution ensures quality of product and for the peace of mind of the consumer
that they are provided with the genuine product. This is also the forte of the company on which
they feel proud of as this process adds value to their supply chain.
The motto of the company is “purity Guaranteed”. And this is the image that is being
perceived by the consumer. The product is placed in such a manner that the consumer makes
Aquafina its lifestyle. It has become the staple of everyday life. People perceive it to be a
healthy, nutrition and pure drinking water.
Packaging
The range of formats extends from the individual bottle for on-the-go consumption (0.33l
to 0.5l), to the family size bottle (1.5l) . The bottles are made of environmental friendly
recyclable plastic which keep the water preserved.
Label:
The label of Aquafina is an innovative one mentioning its parent company i.e. PepsiCo to
show and establish a stronger brand
image in the minds of the consumers. It
also mentions the tag line of the product
and mentions about the seven steps that

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are employed to purify the water. The label also mentions in the mineral compositions used.
Segmentation
Aquafina comes under the niche type of market segment. A small but profitable segment
of a market suitable for focused attention by a marketer. Market niches do not exist by
themselves, but are created by identifying needs or wants that are not being addressed by
competitors, and by offering products that satisfy them.
Target market
Understanding what the product is about, is the key to deciding the target market. “There
is a public perception that municipal water is not safe as it could be.” As the cola market had
become mature and did not seem to be growing very rapidly, Pepsi had to look for other
alternative products in the huge beverage market to generate new sales and customers; thus the
introduction of Pepsi’s bottled water, Aquafina. Since Pepsi was already treating and purifying
water for its Cola product, it was a cost effective strategy to introduce Aquafina, a noncarbonated
bottled water as an alternative to municipal water.
Many consumers continue to associate bottled water with snooty brands like Perrier and
Evian, which are both spring waters. With their in-house treatment facilities and filtration
systems, Aquafina was very competitive in pricing with their spring water cousins.
The target audience we are aiming for Aquafina is the same age group that of Nestle pure
life as both products are competitor for each other. However Aquafina has a slight edge over
Nestle Pure Life as it is rich in minerals compared to Nestle therefore is mostly preferred by

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people who are involved in sports and related activities and are concerned for keeping mineral
concentration high in their bodies. In response to the concerns over teenagers drinking too many
soft drinks, it could position the drink as a substitute for soft drinks. This would be problematic
for Pepsi but could be a complementary alternative.
Advertising tools
Aquafina has always used TVCs, i.e. television commercials and print ads in newspaper
only for advertising their product. They cast celebrities to endorse a greater brand image of their
product. Furthermore, they keep on coming up with new advertisements each season in order to
keep the brand image alive in the minds of the consumers. Furthermore the company sponsors
cricket matches and there a lot of printed ads, screens and broachers advertise the product.
Creative strategy
Aquafina has to focus on persuasive and reminder advertising. It will enable them to
build brand preferences which will encourage customers to switch to their brand by effectively
changing customer’s perceptions about the product.
Literature Review
Life cycle assessment of drinking water: Comparing conventional water treatment,
reverse osmosis and mineral water in glass and plastic bottles
Authors: Marianna Garfí, Erasmo Cadena, David Sanchez-Ramos, Ivet Ferre
Published: 2016
 The article talks about the environmental effect of different types of drinking water as well
as the inherent purity of those water types specifically in Barcelona, Spain. The types of
water tested are tap water, domestic water with reverse osmosis, reverse osmosis at water
treatment plant, glass bottled mineral water and plastic bottled mineral water.

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 The article tested the abiotic depletion, acidification, eutrophication, global warming,
ozone layer depletion, photochemical oxidation.
 A full life cycle assessment was carried out from the source of drinking water to consumer.
 Tap water is the most cost effective method of water production.
 The level of water contamination is satisfactory in tap water.
 Tap water has the least amount of environmental effect.
 The domestic reverse osmosis method showed higher environmental impact by about 10-
24 percent than tap water. This is due to higher electricity usage at domestic level.
 The water treated with reverse osmosis is of better quality than simple tap water, and is a
great method of improving tap water purity and quality.
 The treatment plant reverse osmosis had higher environmental impact nearly double as
compared with reverse osmosis at domestic level, mostly pertaining to high electricity
consumption at mass level. But provided a cost effective alternative due to mass
production.
 The level of water quality was far better than the tap water.
 The highest amount of energy and raw material consumption was shown in the bottled
water, specifically the glass mineral water bottles.
 The bottled water is also the most expensive one as compared to other types.
 The bottled mineral water is far superior in quality and taste to other methods specially the
tap water that goes through the process of disinfection and it’s by product is the bad tasting
water.
 The research concludes that the tap water is satisfactory for consumption, and have the
least amount of environmental effect but if the purity and quality is demanded than the
mineral water is by far the best but this process has the highest cost, expensive to
consumers and the highest environmental impact that is concerning. The best solution
that meets the middle ground is to use the reverse osmosis treatment at domestic level,
they are cost effective and have the least environmental impact as compared to other
methods of water processing. This method is also good in improving the overall taste
(Organoleptic characteristics) of the tap water. Therefore, this method is the best
compromise in terms of taste and environmental effect, and should be employed thereof.

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Bottled Water vs. Water Bottles: How Can Marketing Change the
Trend?
 It’s convenient, easily available and no need to carry a bottle and take the heed of filling
it again and again.
 Its healthy compared to soft drinks and tastes better than tap water.
 Bottled water sales have grown by leaps and bounds the last two years to total about 1.7
billion half-liter bottles of water sold every week in 2015 and on the other hand, soft
drinks sale has decreased.
 It has been advertised as a lifestyle choice compelling people to consume it more and
more.
 It is advertised in a unique way and the safety and health concerns are always the priority
of the companies.
An assessment of the quality of various bottled mineral water marketed in Turkey
Authors: A. Baba & F. S. Ereeş & Ü. Hıçsönmez & S. Çam & H. G. Özdılek
Published online: 19 June 2007
 Fifteen bottled mineral waters purchased at random all over Turkey were analyzed for
their chemical composition
 Results show a wide spread in the chemical specification of these mineral waters
 Differences in chemical composition observed in the regions being due to the geological
environment
 The majority of bottled mineral waters exceeding the pH limit of Turkish drinking water
standards
 The pH limit of Turkish drinking water standards. When the concentrations of elements
are evaluated, it can readily be seen that generally there are three types of mineral water
in Turkey
 Mineral water was compared with the limits established by the Turkish Standard for
Natural Mineral Waters (Turkish Official Gazette 2004); water standards prepared by

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World Health Organization (2006) and the United States of America Environmental
Protection Agency (US EPA) drinking water standards (1993)
 The comparison shows that, except for Ba and Mn, the concentrations of the other heavy
metals are lower than the limit of the US
 Many people now prefer bottled water to tap water for a number of reasons. They may
not like the taste, smell, or color of tap water. Others are worried about their health and
see bottled water as more natural, pure, and a healthier alternative to tap water
 Analysis of 15 bottled mineral waters in Turkey for 28 elements shows a wide spread in
composition for most of these elements due to geological variances in the water sources
 The natural concentration of a number of elements known to be extremely toxic, for
which not even a maximum allowable concentration level for drinking water has been set
by the US
 Generally, mineral water is good for drinking in Turkey. However, all mineral water in
Turkey needs to be analyzed regularly
Perception
Exposure (Nestle)
Sensory threshold is the level of strength a stimulus must reach to be detected. Nestle
Pure Life uses a light blue colored theme in all its advertisements. It comes up with strategic
advertisement plans for each season where the advertisement campaigns vary from point of sales
and personal selling to bill boards, roof hoardings and advertisements on local transport busses
so that the message of Nestle providing a healthy water which eventually guarantees “pure life
reaches out to the masses of its target audience. Furthermore, the company sponsors certain
special social welfare programs where the Nestle water is served for free in order to promote the
brand.

30
Moving on Nestle also uses bill boards to advertise their products. For bill boards, it
mostly advertises the 19 liter water bottles and whereas for daily and versatile consumption of
water, the
company
advertises its
other sizes i.e.
half liter and the
1.5 liter bottle s
they are easily
available because
of the strong
distribution
channel of the
company.
The company’s advertising strategies speed up with the approach of summers as the
potential sales for bottled water also increase in summers. Furthermore, in remote and mobile
areas, the company provides its retailers with arbitrary mobile shops which are totally painted by
the ad focusing on Nestle Pure life.
On the festivals and special days, the brand comes up with innovative promotional ads
wishing people in regard to the festival and reminding
them to stay healthy and drink water. For example on
Eids, they come up with ads wishing Eid to people.
Sinilarly when the month of ramadan ends, they come
up with innovative ads bidding farewell to ramadan or
on the independence day they create ads with pakistani
flags on the bottle. Even during the month of August,

31
they came up with green labels for te ir bottles with green caps.
Moving on, the company keeps intracting with its
potential customers by occasionaaly annnouncing lucky
draws where one participates by sending there selfies to the
facebook pge of the company and then the lucky winners are
announced.
Attention
When talking about perception of a product, attention is the time or the attention span that
one would actually pay to an ad for a particular product. With so much information about same
products by different brands, often the marketing campaigns are ignored until they are not
unique in their content and style.
With so much potential put in the advertisements and marketing campaigns, Nestle pure
life definitely attracts the right target audience for its product. The advertisements are often very
colorful and are innovative. The strategies used are different for different age groups and thus
the target market is carefully segregated and targeted for these advertisements. For example, the
19 liter bottle is mostly used in offices and homes by
sophisticated and elite class. So the company
advertises its product on the very first page of a
national newspaper in order to ensure that the
message is delivered to a the houses and the offices
and other work platforms where 19 litre water bottles
are consumed on regular basis and the funds
management is an issue but no leverage on the
quality can be done.

32
Interpretation
Interpretation is the meaning that people derive out of the advertisements and how they
understand the hidden meanings in these
advertisements. Nestle pure life in each of its ad
promotes a strong family system and guarantees a
healthy and a happy life. This is the prime motive
of Nestle based on which it drives its marketing
strategies and captures its target consumers.
Furthermore, on all of its products and different
packings it endorses the 150 years of its service to
its consumers and shows its commitment to the promise of providing healthy and pure products
to consumers.
Exposure ( Aquafina)
Aquafina is a product of PepsiCo and much of its advertisements are based on the
outdoor activities and external environments where water is an essential part of balanced and a fit
body. Most of the advertisements of Aquafina are featured through PepsiCo advertisements as it
is through the promotion of PepsiCo as a company, Aquafina is promoted as a water. However as
mentioned earlier Aquafina is
sort of a fit body oriented
product so it sponsors sports
events where its majority of the
target market is the sportsmen or
women and those who carry out
physical workout and need
constant increase in the water level and mineral level in their bodies.

33
Also another medium used by PepsiCo to
advertise and give Aquafina a noticeable
image in the market, PepsiCo provides its
retailers with separate freezers in which
only PepsiCo products along with
Aquafina water are placed. PepsCo also
uses celebrity endorsment to leave an
effective message in the minds of the
consumers that aquafia is a quality
product and the customers should only prefer ot drink it as it is also used by famous celebrities.
Attention:
The company uses blue and white theme to develop its ads which is appealing to the eyes
of the consumers when they are drinking water. Furthermore the constant strategy of
associating Aquafina with outdoor activities and including actually recreational, outdoor
playing, travelling scenes in its t.v commercials or ads makes it popular among the
targeted audience and they kind of develop brand loyalty and thus prefer to use Aquafina
when on physical workout or move.
Interpretation:
The meaning that Aquafina tries to convey to its customers through its advertisements is
that it a product which is really pure and is vital for a happy and a healthy body> The
consumers are able to interpret the exposure and actually put their attention at right time
towards the product as they do consume the product when involved in playing or physical
activities.
Here we will be talking about how each of us perceive both the products.

34
Group Member Opinions
Rida Fatima
Aquafina:
I personally like the bottle structure and the colors of its bottle. It’s more convenient to
hold and use. It tastes the same as nestle though. The pricing is same for the 0.5ml pet bottle,
which I use the most. I’m sure for lots of people it’s all time used. Like I use the filtered tab
water and only use the bottled water in university or while travelling. People only prefer using
bottled water in their homes too.
Nestle:
For me its bottle isn’t that attractive as Aquafina. I only use it when I see no Aquafina
bottle. It’s just a mind game as I believe both are delivering same quality water to us. Its
advertisement is also more towards a happy family including children and a couple. It is an
advertisement too. But I end up consuming nestle a lot at times due to its more availability.
M.Bilal Sarwar
Nestle:
When we demand a Nestle Mineral water, somewhere in the conscious or unconscious
mind, Purity is what we are looking for. Thus I have always assumed Nestle Pure Life to be very
safe and healthy and I do believe that it provides all those benefit which are talked about in its
various commercials. This particular belief is what makes me choose Nestle mineral water
compared to Aquafina or other competitors. The innovative bottle structure of Nestle mineral
water also portrays a superior product which ultimately adds up to the brand image ensuring
superior values. Lastly, Nestle is the most widely available bottled water which can be found
throughout the country and thus it constant use over the years makes it hard for me to use any
other brand.
Aquafina:

35
PepsiCo being the world famous beverage company has been able to penetrate bottled
water market but however, emerging as the top brand in the industry is yet too far away for the
company. PepsiCo is the main sponsor for our cricket team and thus we see it widely used in
sports events throughout the country. As far as my personal opinion is concerned, I feel that
Aquafina fails to provide the safety and hygiene that Nestle Pure life provides. Though there is
almost no difference in the taste of water by both companies but Aquafina does not fulfils my
satisfaction of mineral enrichment that I want while using Bottled Water. I only choose to drink
Aquafina when Nestle is not available at all.
Danish Tasleem
Nestle:
‘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 consumer’s mind. Consumers like
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.
Although nestle is considered as a premium brand than other mineral water brands, its packaging
has now become very light and stressful for some consumers. The bottle of nestle is not suitable
for carrying for a long time as its shape gets destroyed after some time.
Aquafina:
Aquafina assures the refreshing taste of 100% pure, non-carbonated, purified drinking
water. The consistent purity and great taste of Aquafina are guaranteed by means of a state-of-
the-art purification process that includes reverse osmosis and carbon filtration. It has state-of-the-
art HYDRO 7 purification system that removes substances most other bottled waters leave in, so
consumers get pure water and perfect taste every time. Sportsmen prefer Aquafina just because
of its hydro-7 purification system and the fact that it tastes better than Nestle or any other brand.
The blue color packaging of the water bottle attracts people towards it as it seems a satisfying
color and is similar to what people perceive as the color of water. The quality of bottle is far
better than Nestle as they use a better plastic material for their bottle.

36
Ayesha Majid
Nestlé:
My evaluation for Nestle is based on the 150 years of history and the brand image that is
associated with the product. The Nestle water has improved its taste and quality over the years
ensuring that its customers get the best premium product available in the country. They keep on
innovating the product packing and labelling as per according to our local sustoms and festivals
which is why I like Nestle Pure life more.
Aquafina:
Aquafina has won over consumers with its great taste and purity.. It is the most popular
and reliable brand for bottled water after Nestlé in the middle income group of Pakistan; and is
gaining popularity now in Pakistan. Aquafina Pakistan’s PepsiCo's own purification system,
which it calls HydRO-7 that includes charcoal filtration, reverse osmosis and Ozonation.
PepsiCo states in marketing material that this system removes substances that may be in other
brands of bottled water, also shown in their launching ads in Pakistan.
Usually students and middle income group is seen using it because it is slightly cheaper
then Nestlé pure life and is seen more reliable than local brands like Sufi, Gourmet water etc. In
LSE it is consumed by a vast majority of both students and instructors because of its large
quantities present in all the cafeterias’.
Danish Ali Khan
There are three steps involved in ‘perception’. First one is exposure which refers to the
extent a person encounters a stimuli. In the case of Nestle Pure Life people get exposed to it
through mainly TVCs. Nestle has also placed its specialized bottle stands or racks in the stores to
which people are consciously or unconsciously are exposed to. The other reason why people are
exposed to nestle pure life is its vast distribution channel. It is easily available all over the areas
of Pakistan. In order for stimuli to be consciously processed, attention is needed. That is the
reason why Nestle pure life spends more on advertisements than its competitors. Much of the
attention that is paid to nestle pure life is voluntary attention which means people actively search
out information that has personal relevance. With such a strong brand name associated with a

37
water bottle is the reason why people always recall Nestle Pure life when they are asked about a
mineral water. Third stage is interpretation which involves making sense out of the stimulus. The
catch phrase used in promotions ‘drink better, live better’ with the backing of “nestle” brand is so
strong that people always regard nestle as being healthier among all.
As far as exposure regarding Aquafina is concerned it is mostly through its distribution
channel. People hardly remember its advertisements. People prefer Aquafina because of brand
loyalty, much of which is due to Pepsi Co. As there are very few advertisements, attention that is
given to Aquafina is also too low. The major factor why people pay attention to it is due to word
of mouth and its slogan “purity guaranteed”. People hear about it and its unique taste. The last
stage of perception is interpretation. People interprets it according to its brand slogan “purity
guaranteed” as being superior to its competitors. People also regard it as unique in taste as
compared to other bottled mineral water. Its “sweet” taste forms an image in people’s mind that
it is the pure mineral water.
Junaid Ur Rehman
I would like to prefer nestle pure life mineral water over Aquafina due to its quality.
Nestle has been serving the country for well over two decades. The product produced by nestle is
of export quality. Many of nestle products made in Pakistan are being exports to other countries
like Afghanistan. The Nestle bottled water follows a simple principle of providing quality water
free of contaminants to people on the go or at home. The trust in nestle is further enhanced by the
tests conducted by PCSIR, which showed that the water nestle is providing is free of
contamination which hasn’t been the case with Aquafina, that provided contaminated water in
the past as per PCSIR. The bottled water of nestle has a good security seal on its bottles as well
as a simple logo that enhanced the moto of the company. Simple yet effective. The Aquafina on
the other hand has no extra security feature like the Nestle and there bottle design and print is of
low quality. This makes the case for the nestle water to be of higher quality and purity because a
consumer feels that they are getting the genuine bottle of nestle as opposed to a fake one which
enhances the perception of quality.
Although, the bottled water is expensive to produce and has a greater environmental
impact, it provides the highest quality one can get and nestle is the leader in that. There are many

38
competitors of nestle but due to a high market share in the bottled water segment it has made a
quality perception in the minds of the consumer. This is attributed to encouraging healthy life
and associating daily exercise with their water. And the message to keep hydrated. This
campaign of focusing on a healthy life style rather than the product advertisement has made the
consumer associate their product with a healthier choice even if it as simple as a water. So, given
the quality and purity of water as well as the brand associated with it. I would feel more
comfortable buying Nestle pure life water bottle as opposed to Aquafina.
Ameen Abdullah
Water is essential for health and life but water should be pure and clean. To make sure
this thing each person don’t have time in this busy life. So brands are playing impressive role to
satisfy consumers. Like Nestle water and Aquafina of Pepsi. Both are Competitors in market.
Each of them is satisfying their consumer with different aspects like Psychological attracting
them to their brands. As nowadays people are very brand conscious or in other words attached to
particular brands. They mostly prefer specific brand in their interdependence. And something is
related to Availability. People prefer Nestle water and Aquafina to other water brands as they are
satisfied with both products purity. But in Somehow Nestle water is preferred most to Aquafina
water this thing is Type of brand loyalty. Market share of Nestle water is more than Aquafina In
my point of view.
Conclusion
On the whole, all of the group members were of the opinion that Nestle Pure life is a
better product in regard to water Industry as it has a good taste and a strong brand image
associated with it with a repute of 150 years of providing the best and the healthy products to its
consumers. Also that Nestle has been investing a lot in the research and development department
therefore its product i.e. Nestle Pure life water is always up to the mark and is certified by the
ISO standards and keep updating the status of their production house so that no compromise can
be made on the quality.

39
Informal Interviews
Interview 1:
Eman Tariq- Graduated- 23 years old
Q1: Which Brand do you prefer the most? And why?
A1: Nestle, because of the taste and hygiene conditions and also brand name.
Q2: What is the major difference between both of them?
A2: Quality and taste.
Q3: Which one is conducting a good marketing campaign?
A3: Nestle.
Q4: What kind of a marketing strategy do you suggest them?
A4: They should be following a creative marketing strategy like through creative advertisements.
Q5: What do you think about the quality they are delivering in Pakistan?
A5: Quality is good as it has an established brand name so trust factor is there.
Q6: What do you think majority of people prefer and why?
A6: According to my opinion, majority prefer Nestle since it’s an established brand and
associated with good quality in minds of consumer.
Q7: Comment on the design of their bottle.
A7: Bottle design of Nestle is practical and good in terms of modernity. Whereas, of Aquafina
the design is not new looks bit old design and common.
Interview 2
Haider Ali Talat- Student- 21 years old

40
Q1: Which Brand do you prefer the most? Nestle or Aquafina?
Ans: Nestle.
Q2: What is the major difference between both of them?
Ans: Taste. To me, Aquafina is just like the tap water whereas Nestle seems to be having a better
quality with high minerals.
Q3: Which one is conducting a good marketing campaign?
Ans: Nestle as it can be found easily everywhere around us.
Q4: What do you think about the quality they are delivering in Pakistan?
Ans: Nestle is perceived to be a supreme product and as the Nestle policy suggests, they
hopefully cannot compromise on the quality of the product.
Q5: What do you think majority of people prefer and why?
Ans: I think that majority of the consumers of Bottled water prefer Nestle as Nestle promises to
Provide healthy products
Q6: Comment on the design of their bottle.
Ans: I like Nestles bottle compared to Aquafina as less plastic is used for making the bottle
which is more Environment Friendly.
Focus Group Questions
1. How much water do you drink on average in summer and winter?
2. Do you think mineral water is much more hygienic than normal water?
3. Do you ever process your drinking water?
4. How often do you buy bottled water?
5. Do you buy water more often for home consumption or socially e.g. when out?
6. What kind of water do you usually use for tea, coffee etc.?
7. Do you think the price the companies are charging, is worth the product?
8. The trend for consumption of bottled water is increasing, do you agree?

41
9. Would you be willing to pay a few rupees extra for the water to fund a more convenient
industry-sponsored recycling system such as plastics-only bins located in shopping
centers? If yes, how much?
10. Tell me about positive experiences you’ve had with bottled water?
11. Tell me about disappointments you’ve had with bottled water?
12. What is your opinion about the design of the plastic bottles and does it affect your
decision?
13. Who or what influences your decision to purchase a particular type of mineral water
brand?
14. Do you consider the source of bottled water before buying it?
15. Does the taste of the water effect your decision?
16. What other factors do you consider while purchasing bottled water?
17. What brand image comes to your mind when you hear about nestle or Aquafina?
18. Your preference to buy the bottled water, particularly nestle or Aquafina, is based on
quality or the brand image of the company?
19. When you decide to purchase nestle/Aquafina what qualities do you look for?
20. What are your experiences of using nestle pure life water and Aquafina?
21. Have you ever changed brands of mineral water? What brought about the change?
22. What brand of water do you prefer while eating at a restaurant or other public place?
23. What do you like the most about nestle/Aquafina?
24. You prefer nestle/Aquafina? What about the competing brands?
25. Do you think Aquafina and nestle have different taste?
26. Do you prefer to go look for your desired brand, if not available at one shop?
Findings of Focus Group
Focus Group 1:
The first focus group was conducted from professionals. The focus group constituted off
employees (bankers) of Askari Bank, Y-block, DHA. A total of 5 males and 1 female

42
took part in the group. The professionals were all above the 30 years’ age group. The
focus group was conducted with regards to Lahore only.
 Bottled water is used by the members for all purposes including at home or outside.
 Both of the bottled water are relatively expensive for a consumer.
 Using bottled water is a necessity due to sub-standard tap water.
 Members of the group preferred the Nestle water over Aquafina due to a brand image.
 They related more with the Nestle because of its advertisements depicting quality, safety
and healthy family.
 Nestle water is preferred due to its higher quality and is also recommended by doctors,
as per the member of the focus group, for small children or sensitive people.
 The design of the Nestle water bottled was preferred due to its light weight. And this
meant that it also gets colder in less time than Aquafina when refrigerated.
 Brand loyalty is towards Nestle water and would buy nestle every time if they can afford
it.
 The distribution of Nestle was satisfactory, but Aquafina lacked in availability due to
small distribution set-up than Nestle, who also deliver water at door-step.
 At times switched brands due to price factor but returned to using Nestle or Aquafina due
to higher quality of water.
 Competing brands of Nestle and Aquafina have bad odor in their water which is not
present in these brands.
 Blind test resulted in all the members preferring the Nestle bottled water.
 The taste of nestle water was also preferred because it did not felt alkaline (bitter) like the
Aquafina water, but was more neutral in taste.
 The recommendation is to reduce the prices slightly on higher volume products like the
1.5-liter bottle or PET bottles due to their regular use in-house, which is felt unjustifiably
expensive by the members.

43
Focus Group 2:
The second focus group was conducted amongst students from Lahore School of
Economics. These students included six female respondents and 3 males. The students
varied in age from 18 to 21 and were regular consumers of bottled water.
 Most of the time was spent at university so the major portion of water intake was from
bottled water.
 Preferred bottled water as it levelled and filled the deficiency o minerals in their bodies.
 There was no particular criteria for selecting some particular brand.
 Mostly chose nestle because of its wide availability.
 Mineral concentration in Aquafina water was strong compared to nestle
 Nestle pure life seemed like a premium product compared to Aquafina and was better in
quality.
 Despite the fact both brands ensured purity, there were doubts amongst them in regard to
if the bottled water was really processed or not when talking about Aquafina.
 Consumption patterns changed due to change in patterns.
 The strong company reputation cannot be ignored to prefer Nestle pure life over
Aquafina.
 Nestle bottle was more flimsy and students feared carrying it around in their bags along
with books.
 The plastic used for making the bottle seemed to be of low quality for Nestle bottles as
they could be easily twisted and unshaped.
 Brand loyalty was high in case of Nestle Pure Life.
 Market segment was high for Nestle as it was widely available throughout the country
unlike Aquafina.
 Nestle should come up with flavored water as well like the lemon and so on.
 A new size of botte should be introduced.
 The prices were high for both the products.

44
 People would actually make extra effort to look for Nestle water botte amongst all its
competitors and if not available then use Aquafina as it was considered to be second in
quality after Nestle.
Observations in marketplace
Observation at Rahat Bakery and Departmental Store
Before I could analyze the consumers directly, I asked the store manager about what was
the status of bottled water sales in his store. The answer was quite expected. He pointed out
that since Aquafina did not have the 19 litre bottle of water therefore they only sold Nestle
Pure life in the 19 litre category and that much of the sales of bottled water constituted of the
19 litre bottles compared to 1.5 litre or 500 ml.
Thanking him, I moved towards the freezers area and began observing for consumers of bottled
water. I had to wait for quite a while until a 16 year old boy who was in his joggers, helped
himself with a 0.5 litre water bottle. As he turned to leave I approached him and started my
conversation with him. Ahmad, was just coming back from the football ground and said that he
was really thirsty and wanted to have water. I asked him why he picked up the Nestle water
bottle whereas there was Aquafina, Kinley and the Rahat (departmental Store) water was also
available. Thinking for a minute, he said that there was no particular reason for choosing
Nestle over the other brands however as the Nestle water had occupied most of the shelves in
the freezer and was placed at his eye level that’s why he chose Nestle. I asked him if he
frequently used bottled water to which he said that he often did when outdoor and mostly used
nestle because of its wide availability.
Observation at Gourmet Shop.
For second observation, I went to gourmet and waited for some consumers to buy the
bottled water. Again the sales were huge for the 19 litre bottle compared to the other sizes of
water bottles. Seeing a lady around her forty’s I approached her and asked her if I could just
ask her couple of questions for my project. She agreed to it and my first question was to her

45
that for how long she had been using bottled water. She said that as the drinking water in her
home was not hygienic and had lots of impurities, therefore her family had been using the
bottled water for around seven years. I then asked her why did she preferred gourmet water
whereas shoe could get the Nestle water delivered to her door step and she won’t have to go
through the hassle of bringing te water bottles to home herself. Smiling she said that she ran a
very calculated budget for her home and the Nestle bottled water was quite expensive
compared to the gourmet water when the entire consumption of water was from bottled water.
Then I asked her if she used gourmet water while travelling as well to which she said no
because it is only available at gourmet outlets and not at all shops or stores. Therefore, at those
times she preferred using Nestle water. Why nestle? Why not Aquafina or Kinley? I asked her
and to this she said that firstly this is Pakistan where you don’t know if you are consuming a
healthy product or not and when it comes to Nestle products, they have an international
standards image associated with them which do make me believe that at least Nestle products
would be hygienic as they promise in their advertisements. Secondly she said that Aquafina
water is too much strong in terms of mineral concentration and she does not likes it’s taste at
all that’s why she avoids Aquafina water.
Conclusion:
Form both the observations and short interviews, it can be clearly deduced that Nestle
pure life dominates the sale in bottled water industry because of its wide availability as well as
the strong brand image of the company associated with it, however Nestle is facing a tough
competition when it come to the sales of 19 litre water bottles as other competitors like
gourmet are providing the same quantity of water in very less compared to Nestle. Therefore
Nestle pure life should revise its costs and try to regain the market share it has lost. For
Aquafina, they should try to improve their product and make it available at every store and try
to have a shelf space at eye level so consumers can easily identify it. Also they need to make
changes in their mineral formulae so that the consumers who perceive Aquafina to be strongly
mineralized or bitter in that sense may not have these complaints from the brand and become
loyal to the brand.

46
Consumption Tables
Nestle
Pre purchase (Consumers) Post purchase (Consumers)
The consumer will first consider
the availability of the brand
Consumers will evaluate their purchase
decision to buy Nestle Pure life was
worth buying or not regarding taste than
other mineral water brands
The consumers will take into
account the price of the bottle
Can the bottle be easily reused?
They will see their requirement of
bottle size (500ml, 1.5l)
Is their requirements of purchasing the
brand was satisfied or not?
They will consider their past
experience relating to nestle pure
life
Will this purchase decision be added to
their list of good experience or bad
experiences
The consumers will compare the
quality of Nestle Pure Life with
other brands
As Nestle Pure Life is easily available in
the market it will add to the factors that
make consumers loyal towards it
Is the bottle convenient to carry? As Nestle is a global brand, people
mostly purchase it without considering
any other brand
Design of the bottle will be
considered at the time of purchase

47
Aquafina
Pre purchase of Aquafina (consumers) Post purchase of
Aquafina(consumers)
 Consumers will look for
healthy water bottle.
 They will go through some
drinking water bottles’
properties.
 They will compare the prices
of different brands with one
another.
 They will check all the
desired qualities they want in
a mineral water bottle.
 They will finally make a
decision to buy Aquafina as
it rich in minerals and
considered best for outdoor
use.
 Requirements of people need
to be cater.
 Aquafina is not that well
known as Nestle is so
consumer awareness needs to
be created that it is far better
than Nestle now.
 So consumers should be
provided with correct
information and right time.
 Due to high mineral content in
Aquafina they just took a sip and
especially children they said it’s
bitter in taste.
 Less number of consumers prefer
Aquafina over other brands due its
less availability.
 As nestle is in the market from a
long time than Aquafina so people
blindly trust Aquafina.
 As the quality has improved a lot
people like the new Aquafina.
 The Aquafina bottle is of better
quality than any other brands so
people do prefer it as well.
 Aquafina marketing is increasing
it is casting stars more than Nestle
do.
 Customer care number is provided
on the label of bottle so further
improvements can be done by the
consumers’ perspective.

48
Recommendations
Aquafina
 Improve the taste.
 Introduce 19 liter dispenser bottles for home & office usage.
 Need to market more to create awareness and target all age groups
 Satisfy the consumer that what they are drinking is safe and trustworthy.
 Can involve in charitable activities to improve their image.
 Improve the distribution system to avoid any fraud activities.
 Cope up with the increasing competition.
 Come up with innovative bottle labels and designs so that the company keeps its
attention in the minds of the consumers.
Nestle
 Keep the taste better and never compromise on its quality.
 Increase advertisements to show the competitive edge.
 Introduce more attractive packages to increase customers.
 Need to increase the distribution networks, especially for the 19 liter bottles.
 Also prove the loyalty towards healthy and safe water.
 Cope up with the increasing competition.
 Come up with better packaging so that the complaints of consumers are resolved.
 Establish customer centers throughout the country in order to seek feedback from
the consumers and then improve the products so that the consumers may not have
any more complaints.

49

Consumer Preference in Pakistan: Nestlé Vs Aquafina

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