2. Presentation Topic
Brand Audit of Nestle Pure Life

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

4. Areas We Will Cover Brand Portfolio Mental Map Sources of Brand Equity
PoPs and PoDs
Swot Analysis
CBBE Pyramid
Counterfeiting: Threat to equity
Suggestion & Recommendations

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

6. History
In the 1880s
1n 1874 Jules Monnerat and jointly they launched the condensed milk
In the 1920s, the company saw the first expansions into the new products with chocolate
World War I & II
In 1947 merger was done with Magi Seasoning and soups, in 1950 with Crosse & Blackwell, in 1963 with Findus, in 1971 with Libby’s and in with Stouffer.
In the 1980s New round of acquisitions and Services in Pakistan
In the 1990s acquisitions with San Pellegrino, Spillers Pet foods and Ralston Purina were made.
In the 20th Century

7. Major Competitors
Engro Foods
Haleeb Foods
Shezan
Pepsi

8. Brand Portfolio

9. Objectives To achieve compatibility To build mutual trust
To ensure continuous improvement
Conservation of natural resources
Total compliance with the laws.
To establish the benchmark
Employing new technologies and processing
Measuring the cost and benefits

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11. Mission Statement
“Nestle is dedicated to providing the best foods to people throughout their day, throughout their lives, throughout the world. With our unique experience of anticipating consumers' needs and creating solutions, Nestle contributes to your well-being and enhances your quality of life.”

12. Vision Statement
“To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen preferred employer, preferred supplier selling preferred products”.

13. Logo History of Nestle

14. In1868

15. In 1875

16. In 1938

17. In 1966

18. In 1988

19. Brand Elements

20. Logo

21. Name
Nestle named its bottled water “Nestle Pure Life”. Name of nestle brand provides an promise to its consumer that it is safe to consume.

22. Colour
Pure life brand light blue colour gives the cool image. Colour theme is sky blue, white and dark blue are merging in each other.

23. Slogan
JIYO! Kay yahi hay Zindagi.

24. Tagline
“Drink well, live well”

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

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

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

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

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

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32. Mental Map

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

34. PoPs and PoDs Points of Parity Points of Difference Basic Values
Fulfilling the thirst need of the customer
Points of Difference
Different from its competitors
Quality, Purity, Taste and Freshness

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

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

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38. Customer Based Brand Equity Pyramid

39. Counterfeiting: Threat to equity
NPL not facing counterfeit issues at widespread level but at public places, It has extensive resources to fight these issues. Anti-counterfeit measures by NPL are:
Excessive awareness.
Packaging by protective covers.
Special “P.E.C” bottles with hygiene quality.
Engraved writing.
Glimpse of blue color.
Bottle labeling.

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41. Suggestions and Recommendations
Keep the price low
Conduct survey
Availability
Distribution Network
Increase loyalty of customer with brand through attractive packages
Diversify product portfolio
Incentive To Retailer

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