Nestle

Nestlé Pakistan, the global ideology of Nutrition, Health and Wellness is inspired by the scientific
breakthrough of our founder, Henri Nestlé and ever since it runs in our DNA ever since. Guided by our
values and with nutrition at our core, we enhance quality of life and contribute to a healthier future. We
are the leading Food & Beverages Company in Pakistan, reaching out to the remotest areas, offering
products and services for all stages of life, every moment of the day.

Just Noticeable Difference (J&D) :

Fruita Vitals:
Product:
NESTLÉ FRUITA VITALS is a brand that inspires the world to be more positive and encourages
people to celebrate the positivity around them because every day might not be good but there
is something good in every day. NESTLÉ FRUITA VITALS Premium range is currently available in
Chaunsa, Red Grape, Apple, Kinnow, Pineapple, Guava, and Peach at Carrefour Lucky One Mall.
Segmentation and Targeting:
The organization has mainly focused on the urban people for this product. Fruita Vitals target
ages from all groups of people, like children, teenagers, young people, middleage group,
and the older people; as everyone likes pure and good quality juice. There are a lot of
income groups in the market. Fruita Vitals targets mostly the upper class, upper middle class
and middle class people. The price of Fruita Vitals is average, so a huge amount of people from
different income groups has the ability to buy this.
Positioning:
Nestlé has created a certain image in consumers mind about their product. It can be expected
that Fruita Vitals being aproduct of Nestlé will also be able to create a good image in
consumers mind. It has certain quality that ensures consumers belief to prefer this
product more than the competitors.

 Healthy and Nutritional

 High quality product
 Reliable and safe

Prices:
nestle fruita vitals 1000 ml: before discount Rs. 170
nestle fruita vitals 1000 ml: after discount Rs. 153
Packaging over the years:

The new shape of positivity August 23, 2018.

The nestle fruita vitals juices of 200 ml were available in a pack of 6 for Rs. 152 in the flavours:
Gauva, red grapes, peach, apple and Kinnow.

Changes in Logos during the years

 Social Media Presence

Placement:

The 1000ml nestle fruita vitals juice bottles were placed on the shelves on the front row. There were 2
shelves which that displayed these bottles.

The 200ml nestle fruita vitals juice boxes were placed in the fridge as well as it was stacked in a pack of 6
with different flavors on top of each other in the center of the aisle.
Promotion:

The following promotions and discounts were going on when we visited the mall on the 24th March
2019.

The nestle fruita vitals 1000 ml: before discount Rs. 170
The nestle fruita vitals 1000 ml: after discount Rs. 153
The nestle fruita vitals juices of 200 ml were available in a pack of 6 for Rs. 152
Observation:
We had visited Carrefour at lucky one mall on the 24th of March to observe the behavior of the
consumers. An observational research was done by us to observe the behaviour that consumer
display in searching and purchasing the products. As marketers and future marketers, it is
important for us to recognize why and how individuals make their consumption decisions,
so that we can make better strategic marketing decisions.
A middle aged woman who was in her 30s-40s.
The lady walked towards the shelf where the 1000ml juice bottles were placed and picked up 1
bottle, after that she then saw the promotional price “Before Rs.170 and after discount Rs.153”
and picked up another bottle in the flavor Chaunsa.
This behavior tells us that she is a regular customer of nestle fruita vitals because she did not
search for any other products and she knew exactly what she wanted and therefore picked
that. After reading the discounted price that made her purchase another bottle of nestle fruita
vitals so this was an effective strategy which was used.
Product 2

Carrefour Juices:
Carrefour juices were available in 200ML in the flavours mixed fruit, orange and mango.
Prices:
Price: 200ML Before discount Rs. 85 and after discount Rs. 65
Carton of 200ML: Before discount Rs. 750 and after discount Rs. 630
Placement:
There were 3 shelves allotted to the Carrefour juices and they were placed below the nestle
fruita vitals shelves. The juices were placed in front and there was a promotion banner placed
on top of the juices. The juices were also placed in the fridge on one shelf. There were 6 packets
of juices placed in the fridge in the middle along with the promotional banner.
Observation:
On our second visit to Carrefour Lucky One mall which was on the 7 th of April 2019 we observed
the behavior of the consumers. An observational research was done by us to observe the
behaviour that consumer display in searching and purchasing the products. As marketers and
future marketers, it is important for us to recognize why and how individuals make their
consumption decisions, so that we can make better strategic marketing decisions.

 A family of 3:
There was a family of 3 which included a husband, wife and a child. The child was around the
age 13-15 male. The parents were middle aged. The wife at first was opting for nestle fruita
vitals but then upon discussion with her husband she decided to buy the carton which had a
promotional discount offer i.e “Before discount Rs. 750 and after discount Rs. 630”. This shows
that this buying the nestle fruita vitals was her initial choice but after discussing with her
husband he had an influence on her and her choice changed and they bought the carton of
200ML juice.

 A young adult woman

The woman was around the age of 22-30. She walked towards the fridge and was trying to get
information of the product by reading it. After reading the product description and the
promotional discount offer she decided to buy three different flavours packets of 200Ml. This
tells us that this customer was new to the product and was buying it for the first time. After
getting information on that product then she decided to buy it. This shows that she was a
verbalizer and wanted to read the description and was not only satisfied with the visuals.

Product 3
SHAKARGANJ FOOD PRODUCT LIMITED:
SFPL is comprised of two divisions. The Dairy Division uses Tetra Pak packages to deliver UHT
products to local markets. The Juice Division produces concentrates and purees primarily
targeted to the export market.
Anytime
Product:
Anytime is all about making the best out of life, making memories and spending good times
because you only live once, why take it slow. Step up and stay cheers to life with anytime!
Flavours Available in: Chaunsa, 100% Orange, Red Grapes, Apple, Peach, Mango-Peach-Banana,
Fruit Cocktail, Langra, Dusehri and Anwar Ratol. It is available in 200ML and 1 Litre
Segmentation and Targeting:
The Juice Division produces Juice Concentrates targeted to the wholesale export market. It
targets school, university going students to working professionals. It is preferred by a variety of
customers. It targets the urban market and part of the rural market as well. Its flavours such as Langra,
Dusheri and Anwar Ratol are very unique and different as compared to the other juice markets.
Prices:
1 Litre: Before Rs. 160 and after discount Rs. 135
200ML: Rs. 25
Placement:
Anytime juices of 200Ml were placed in the fridge on the top shelf and at the bottom the 1 litre
juice boxes were placed in all the flavours except for grapes and orange. The 1 litre juices were
also placed on the outside shelf. It was placed in front right at the bottom below the Carrefour
juices.
Social Media Presence:

Observations:
On our first visit to Carrefour at lucky one mall on the 24th of March an observational research
was done by us to observe the behaviour that consumer display in searching and purchasing
the products. As marketers and future marketers, it is important for us to recognize why and
how individuals make their consumption decisions, so that we can make better strategic
marketing decisions. The following observations were made on this day.

 Couple
There was a middle aged couple. The promotional discount offer caught the eye of the
husband and therefore he walked towards that shelf. He was looking for information about
the product after reading it thoroughly he did not discuss the purchase decision with his
wife and added 2 boxes of 1 litre juices to his cart. This shows that he had an inner directed
personality. He did not ask his wife for her opinion on his purchase decision. He wanted to
try the product and base his opinions of the product on his own experience. Or he could be
buying it for someone else at home.