brand audit of nestle pure life
DESCRIPTION
This presentation is contains on Brand audit of Nestle Pure life Pakistan.TRANSCRIPT
![Page 1: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/1.jpg)
![Page 2: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/2.jpg)
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
![Page 3: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/3.jpg)
Presentation Topic
Brand Audit of Nestle Pure Life
![Page 4: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/4.jpg)
Areas We Will Cover
Introduction
History
Logo History
Major Competitors
Mission & Vision Statement
Objectives
NPL Elements
Brand Attributes
![Page 5: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/5.jpg)
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
![Page 6: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/6.jpg)
Introduction
Founded
Founder
Headquarter
Countries
Factories
Employees
Annual Turnover
![Page 7: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/7.jpg)
Nestle in Pakistan
Operations in Pakistan
Factories in Pakistan
Nestle Pure Life in Pakistan
![Page 8: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/8.jpg)
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
![Page 9: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/9.jpg)
Major Competitors
Engro Foods
Haleeb Foods
Shezan
Pepsi
![Page 10: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/10.jpg)
Brand Portfolio
![Page 11: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/11.jpg)
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
![Page 12: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/12.jpg)
Our Survey Results
![Page 13: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/13.jpg)
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
![Page 14: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/14.jpg)
Have you ever used NPL?
98%
2%
Have you ever used NPL?
Yes No
![Page 15: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/15.jpg)
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
![Page 16: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/16.jpg)
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
![Page 17: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/17.jpg)
What is your overall opinion of “Nestle Pure Life”?
15%
72%
12% 1%
What is your ovrall opinion of NPL?
Excellent
Good
Neutral
Bad
![Page 18: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/18.jpg)
What is most unique about “Nestle Puree Life”?
47%
34%
12%
7%
What is most unique about NPL?
Quality
Purity
Taste
Freshness
![Page 19: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/19.jpg)
Sana Rauf Roll # 35
![Page 20: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/20.jpg)
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.”
![Page 21: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/21.jpg)
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”.
![Page 22: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/22.jpg)
Logo History of Nestle
![Page 23: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/23.jpg)
In1868
![Page 24: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/24.jpg)
In 1875
![Page 25: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/25.jpg)
In 1938
![Page 26: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/26.jpg)
In 1966
![Page 27: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/27.jpg)
In 1988
![Page 28: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/28.jpg)
Brand Elements
![Page 29: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/29.jpg)
Logo
![Page 30: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/30.jpg)
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.
![Page 31: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/31.jpg)
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.
![Page 32: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/32.jpg)
Slogan
JIYO! Kay yahi hay Zindagi.
![Page 33: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/33.jpg)
Tagline
“Drink well, live well”
![Page 34: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/34.jpg)
Character
Three family members. ”a hydration family”
![Page 35: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/35.jpg)
Qurat ul Ain Ayaz Roll # 29
![Page 36: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/36.jpg)
Brand Attributes
Affordability
Healthy water
Great taste
Convenient
Good value of product
High Quality
Pure water.
Safe water
![Page 37: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/37.jpg)
Positioning Strategy
Position nestle water as a safe & healthy water for the entire family
Name
Quality
Bottle design
![Page 38: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/38.jpg)
Price strategy
Non-price competition
Single price of NPL
Trade discounts to its distributors
![Page 39: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/39.jpg)
Distribution strategy
distribution of NPL is as follows:
Producer
Wholesaler
Retailer
Consumer
![Page 40: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/40.jpg)
Sidra Ashraf Roll # 37
![Page 41: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/41.jpg)
Mental Map
![Page 42: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/42.jpg)
Sources of Brand Equity
Elements of Brand Equity are
Brand Loyalty
Brand Awareness
Perceived Quality
Brand Association (Premium Price)
![Page 43: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/43.jpg)
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
![Page 44: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/44.jpg)
SWOT Analysis
Strengths Maintaining its taste and quality
Economical
Pure Water
Strong Brand Name
Weaknesses Communication is weak
Lack of Awareness
![Page 45: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/45.jpg)
SWOT Analysis
Opportunities Concentrating on key areas can increase sales
Increase in product line
Threat Uncertain Conditions
Segments
Under Cutting
![Page 46: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/46.jpg)
Muhammad Adeel Tariq Roll # 15
![Page 47: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/47.jpg)
Customer Based Brand Equity Pyramid
![Page 48: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/48.jpg)
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.
![Page 49: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/49.jpg)
Akasha ShafiqRoll # 02
![Page 50: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/50.jpg)
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
![Page 51: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/51.jpg)
Suggestions and Recommendations
Keep the taste pleasant
Role And Responsibility
Increase advertising & show your competitive edge
Sponsoring events
Broadening its target market
![Page 52: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/52.jpg)
![Page 53: Brand Audit of Nestle Pure Life](https://reader033.vdocuments.site/reader033/viewer/2022061506/558cf338d8b42a830f8b457e/html5/thumbnails/53.jpg)