Business Research Method

GROUP MEMBERS:

ADEEL AHMAD BBHM-F19-033

AHMAD MUBARAK BBHM-F19-030
ZABI ULLAH BBHM-F19-032
WALEED AKRAM BBHM-F19-018

Submitted to:
MAM SHUMAILA
Table of Contents
Introduction:..............................................................................................................................................1
Company Profile:......................................................................................................................................2
History:.......................................................................................................................................................3
Mission:......................................................................................................................................................4
Vision:........................................................................................................................................................4
Nestle Products:.........................................................................................................................................4
SWOT Analysis of Nestle:.........................................................................................................................4
Strength:-.................................................................................................................................................4
Weaknesses:............................................................................................................................................4
Opportunities:..........................................................................................................................................5
Threats:....................................................................................................................................................5
Overview of Research and Development Department:...........................................................................5
Nestle Product Technology Centers:........................................................................................................6
Nestle Application Groups:.......................................................................................................................6
In-house fundamental research centers:..................................................................................................6
PESTLE ANALYSIS (Nestle):.................................................................................................................6
One: Political analysis:............................................................................................................................6
Two: Economical Environment:..............................................................................................................7
Three: Social analysis..............................................................................................................................7
Four: Technological:...............................................................................................................................7
Five: Legal...............................................................................................................................................7
Six: Environment.....................................................................................................................................7
Week 2....................................................................................................................................................8
Competitor analysis...................................................................................................................................8
Competitor Analysis (Market Intelligence).........................................................................................8
Broad problem Area................................................................................................................................15
Transcriptions of Interview.......................................................................................................................15
Empathy Map:.........................................................................................................................................16
Problem Statement:..................................................................................................................................17
Stakeholder Need Insight.................................17
Ideate (Brainstorming):............................................................................................................................17
Prototyping and Testing:........................................................................................................................18
Market segmentation...............................................................................................................................18
Geographic segmentation........................................................................................................................18
Demographic Segmentation..................................................................................................................18
Target Market:........................................................................................................................................19
Market Mix........................................................................................................................................19
Pricing Strategy.........................................................................................................................................19
Place of Distribution Strategy................................................................................................................19
Promotion Strategies..........................................................................................................................19
Conclusion:..............................................................................................................................................20
Introduction:
Nestle was formed in 1905 by the merger of
the Anglo-Swiss Milk Company, established in 1866 by
brothers George Page and Charles Page, and Ferine Lactee
Henri Nestle, founded in 1866 by Henri Nestle. The company
grows significantly during the First World War and again
following the Second World War, expanding its contributions
outside its early-reduced milk and child formula products. The
company has made a number of corporate acquisitions,
including Crosse & Blackwell in 1950, Findus in
1963, Libby’s in 1971, Rowntree Mackintosh in 1988 and Gerber in 2007.

Nestles products include baby food, bottled water, breakfast cereals, coffee, confectionery, dairy

products, ice cream, pet foods and snacks. 29 of Nestles brands have annual sales of over 1
billion Swiss francs (about $ 1.1 billion), including
Nespresso, Nescafe, KitKat, Smarties, Nesquik, Stouffer’s, Vittel, and Maggi. Nestle has around
450 factories, operates in 86 countries, and employs around 328,000 people. It is one of the main
shareholders of L’Oreal, the world’s largest cosmetics company.

Nestle has a primary listing on the SIX Swiss Exchange and is an element of the Swiss Market
Index. It has a secondary listing on Euronext. In 2011, Nestle was listed No. 1 in the Fortune
Global 500 as the world’s most gainful business with a market capitalization of $ 200 billion,
Nestle ranked No. 13 in the FT Global 2011.

Company Profile:
Nestle Pakistan Ltd, one the biggest players in FMCG segment, has an
existence in milk & nutrition, beverages, prepared dishes & cooking aids & chocolate &
confectionery segments. The company is unavailable in the food business. The food business
incorporate product groups, such as milk products and nutrition, beverages, prepared dishes and
cooking aids, chocolates and confectionery. Nestle Pakistan manufactures products under brand
names, such as Nescafe, Maggi, and Milky bar, Milo, Kit Kat, Bar-One, Milkmaid and Nestea.

The company has also introduced products of daily utilization and use, such as Nestle Milk,
Nestle Slim Milk, Nestle Fresh ‘n’ Natural Dahl and Nestle Jeer Raita. The company’s brands
include milk products and nutrition, prepared dishes and cooking aids, beverages, and chocolates
and confectionery. Their milk products and nutrition includes Nestle Everyday Dairy Whitener,
Nestle Everyday Ghee, Nestle Milk, Nestle Slim Milk and Nestle Dahl. Beverages Include
Nescafe Classic, Nescafe Sunrise Premium, Nescafe Sunrise Special and Nescafe Cappuccino.

Nestle Pakistan is a secondary of Nestle S.A. The company has attendance across Pakistan with
seven manufacturing facilities and four branch offices extend across the region. The four branch
offices in the country help facilitate the sales and marketing of its products. They are in Delhi,
Mumbai, Chennai and Kolkata. The company’s four factories were awarded the internationally
predictable external certification ISO 14001 for adherence to environmental processes and
OSHAS 18001 for Health and Safety. In the year 2008, the company launched Nestle Nesvita
Pro-Heart Milk with Omega-3 in Mumbai. Nestle Nesvita Pro-Heart is part of daily diet and has
Omega-3 heart friendly nutrients scientifically known to help manage cholesterol. As part of
their ongoing dedication to offering best in class nutrition products to Pakistan consumers, the
company launched NESTLE NAN 3, a follow-up formula for older infants. During the year,
MAGGI PICHKOO Tomato Ketchup was launched in a unique easy to handle daypack to drive
affordability, taste and convenience for a larger number of consumers.

History:
Nestles origins date back to the 1860s, when two separate Swiss enterprises were
founded that would later form Nestle. In the following decades, the two competing enterprises
expanded their businesses throughout Europe and the United States.
In 1866, Charles Page (US consul to Switzerland) and George Page, brothers from Lee County,
Illinois, USA, established the Anglo-Swiss Condensed Milk Company in Cham, Switzerland.
The company's first British operation was opened at Chippenham, Wiltshire, in 1873.
In 1867 in Vevey, Switzerland, Henri Nestle developed milk-based baby food and soon began
marketing it. The following year, Daniel Peter began seven years of work perfecting the milk
chocolate manufacturing process. Nestle was the solution Peter needed to fix his problem of
removing all the water from the milk added to his chocolate, thus preventing the product from
developing mildew. Henri Nestle retired in 1875 but the company, under new ownership,
retained his name as Society Farine Lactee Henri Nes
In 1877, Anglo-Swiss added milk-based baby foods to its products; in the following year, the
Nestle Company added condensed milk to its portfolio, which made the firms direct rivals.
In 1879, Nestle merged with milk chocolate inventor Daniel Peter.
Aleppo Nestle building Tilal Street 1920s.
Certificate for 100 shares of the Nestle and Anglo-Swiss Condensed
Milk Co. issued one. November 1918
In 1904, François-Louis Cailler, Charles Amedee Kohler, Daniel Peter, and Henri Nestle
participated in the creation and development of Swiss chocolate, marketing the first chocolate –
milk Nestle.
In 1905, the companies merged to become the Nestle and Anglo-Swiss Condensed Milk
Company, retaining that name until 1947 when the name 'Nestle Aliment Ana SA' was taken as a
result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its holding
company, Aliment Ana SA, of Kempttal, Switzerland. The company's current name was adopted
in 1977. By the early 1900s, the company was operating factories in the United States, the
United Kingdom, Germany, and Spain. The First World War created demand for dairy products
in the form of government contracts, and, by the end of the war, Nestles production had more
than doubled.
Mission:
Positively influence the social environment in which we operate as responsible
corporate citizens, with due regard for those environmental standards and societal aspirations
which improve quality of life.” 

Vision:
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.

Product Milkmaid:
A partly skimmed sweetened condensed milk, nestle milkmaid is a
versatile product and excellent as a dessert ingredient. With milkmaid, you can whip up lip-
smacking desserts for your family in the shortest possible time.

Nestle Products:
 Nestle Nescafe
 Nestle Munch
 Nestle KitKat
 Nestle Maggi

SWOT Analysis of Nestle:

Strength:-

BRAND IMAGE

Marketing strategies established by the corporate are innovative and lure Customers. Financial,
marketing and sales ways are developed by gauging the Periodic analysis carried out to evaluate
market trends. It a large-scale organization, with abounding funds and has the aptitude of exploit
weaker corporations by throwing them out of competition. Example for this strength of the
corporate. International. Growing Sales and profits. Major Pakistan within the food business of
West Pakistan. Aggressive selling. Economical Distribution networks throughout the country.
Quality merchandise. Surroundings Friendly. Proficient labor. Educated workers. Large number
of offerings. Pre purchase virtual show. Sensible background of the corporate. Simple to
approach retailers. Solid monetary position strong offer chain network target analysis and
development Estimations of UHT Milk Production

Weaknesses:
The target market of Nestle Milk Pak is higher middle and high category because of lower
middle and poor category cannot afford to buy UHT milk because of its premium value. it's a
main weakness of Milk Pak that there are a unit completely different corporations of milk
however the name of Nestle Milk Pak is usually substitute the last attributable to low advertising
and promoting.

Opportunities:

There are substantial growth opportunities considering the typical yield of Pakistani animals at
only one, 100 liters/annum as compared to six, 000 liters/annum for animals in Europe and USA.
There are nearly twenty million milk-producing animals within the country, largely in
geographical area (80%). the milk market in Pakistan is twenty billion liters, out of that
processed milk contributes solely three million liters. Nestle Milk Pak at the side of different
processed milk businesses Contribute solely two to the current massive market. Nestle Milk Pak
has swollen its product vary by coming into the cold dairy farm market recently by launching
Nestle plain yoghurt and currently fruit yoghurt is accessorial to that. To expand the cold dairy
farm merchandise vary, Nestle fruit yoghurt is that the latest addition to the current group. The
cold dairy farm market offers several opportunities for the corporate, which may capitalize this
merchandise by banking on its superior quality milk. The occasional whole additionally offers
several opportunities for the corporate to Expand by tuning the style of the masses towards
coffee. Credit policy is adopted to extend sales

Threats:

Price fluctuations because of rupee devaluation as material are foreign. The uncertainty of
Economic conditions poses a good threat because the major funds invested with within the
country come back from Outside Pakistan. This economic crisis within the world, led to the
withdrawal of foreign management from the corporate and the investment has come back to a
halt. Competition with Nestles owns smuggled brands. Result of Seasonality is upon sales.
Foreign material, in a number of the company’s merchandise. Major Player might enter target
market Legal and moral problems. Market section growth might attract new entrants. Economic
lag will cut back demand. Two main competitors Haleem and Loppers square measure main
threat for Milk Pak particularly the Loppers is growing in no time. Inflation is obtaining higher
and better that the getting power of the individuals is decreasing day by day. There is no entry
barrier for brand spanking new entrants because the Loppers has are available in the market.
Style of shopper has already developed that is tough to change. Current market situation

Overview of Research and Development Department:

Innovation has been at the heart of our company since its starting. Whether or not it is regarding
convenience, health or pleasure, our R&D team creates trustworthy product, systems and
services that contribute to rising the standard of peoples’ lives. Our R&D team drives comes that
go from developing packaging and equipment, to coming up with food and beverages for the
pilot of star Impulse, a world-first arrange to compass the world in a very star steam-powered
aircraft; Working with Imperial college London to enhance nutrition, or manufacturing a little
flavored that tackles iron deficiency. Clearly, there is a large vary of comes for scientists,
engineers, nutritionists, food person, designers, regulative specialists and client care
representatives to urge concerned in. Our R&D network is that the largest within the food
business with involving regarding five, 000 folks in twenty three locations worldwide

Nestle Product Technology Centers:

The Product Technology Centers (PTCs) offer technical development experience for our product,
producing and packaging processes. Every is aligned with a specific business and bound product
classes – as such, it acts as a worldwide hub. As an example, the Switzerland PTC offers
worldwide experience on low, beverages, and cereals, dairy farm and nutritionary products.

Nestle Application Groups: 

Attached to individual Nestle factories, our Application teams confirm our products reflect
native tastes. They also work with PTCs to check scientific applications. Here, you may gain
broad exposure to everything from pet care with Purina, to chocolate with KitKat.

In-house fundamental research centers:

 
Nestle Institute of Health Sciences provides and translate biomedical research into personalized
science-based nutrition. Nestle Research Center provides the scientific knowledge and research
base for product renovation and innovation. Clinical Development Unit provides medical
expertise and manages clinical trials for the company, worldwide.

PESTLE ANALYSIS (Nestle):

The main theme of PEST analysis is to measure market potential and situation, by Indicating
growth or decline. PEST analysis can be used for marketing and business development
assessment and decision-making, and the PEST analysis encourages proactive thinking, rather
than relying on habitual or instinctive Reactions.

One: Political analysis:

Nestles baby can be affected by political change in many alternative ways i.e. Political change
will influence public priorities and funding arrangements. Nestle has to operate among the
framework of laws set by Parliament, which is why it Depends on political issues. Government
plays very important role by imposing the law and regulation on the businesses. Government set
standard laws for corporations that has to meet otherwise they need to Pay fines. Nestle is trying
standard all the standard laws that are set by the govt. as an example Health and Safety Act,
disability Act however highly Nestle break the Law. Government laws and regulation in
accounting standards, taxation needs, including rate changes, new tax laws and revised tax law
Interpretations are extremely influenced on Nestle business.
Two: Economical Environment:

Nestle must have enough data about the country rate of inflation, economic process rate and
national per person capital financial gain, during which they are willing to start their business.
Condition varies from country to country. Before beginning the baby, milk has, specialize in the
above factors. These are the factors That Nestle needs to consider before setting company
objectives.

Three: Social analysis

Social or cultural surroundings had nice impact on Nestle. The main target of Social/ cultural
includes the Social modification involves changing attitudes and Lifestyles. The social and
cultural surroundings is continually dynamical. Very different Countries had different culture
(language, non-secular beliefs, food, family, and covering additionally, their lifestyle). Each
country has different completely different} client style and fashion and Nestle needs to develop
effective ways to fulfill different fashion client behavior. Company is incredibly captivated with
the patron fashion and their angle. Product or services cannot be successful until company has
enough Information about the consumer lifestyle. Nestle has to consider social and cultural
Factors in order to achieve their strategic objectives.

Four: Technological:

Technological change has the most speedy, persistent and profound impact. It creates
Opportunities for new product and product improvements and after all new promoting
techniques- the net, e-commerce. Technology creates opportunities for brand spanking new
product or product enhancements and new techniques of marketing like web and e-commerce.
Nestle uses technology by taking orders via telephone additionally, on-line by web. Moreover,
Nestle uses technology in numerous business Activities like record of their customers and staff.

Five: Legal

The legal factors are associated with the legal surroundings of a company and have an effect on
its demand and value. For associate example, Nestle was provided health and safety law for his
or her members. Nestle can pay the compensation for his or her members via their Free legal
facilitate scheme with personal injury specialists Thompsons Solicitors.

Six: Environment

Any large organization has an environmental impact. For an example, Nestle Respects the setting
and is committed to environmentally sound business Practices throughout the globe, therefore
taking under consideration the requirement to preserve Natural resources and save energy. Any
giant organization has Associate in nursing environmental impact. For Associate in Nursing
example, Nestle Respects the setting and is committed to environmentally sound business
 Practices throughout the globe, therefore taking under consideration the requirement to preserve
Natural resources and save energy.

Week 2

Competitor analysis
Competitor Analysis (Market Intelligence)

    superior UOL UCP

Products\Serv Aquafina Blue water
ice Name Nestle Water

Similar
Feature Add minerals
Add minerals after Add minerals after
after filtration
Possessed by filtration process filtration process
process
all
Unique Superior
FeaturesWhat’ Osmosis™
technology
s different in
Continuously
Product/S each circulates water
ervice competitor They have customer through an
This water has clean and
which isn’t satisfaction optimized
refreshing taste due to 7
available with Since 150 years. membrane filter
steps purification system.
other three until purified.
This means that
more water is
recovered for
use and much
less is wasted.
Key Benefits
to customers
Si
due to Unique
Feature
Pricing The best price of
The best price of Aquafina Mineral Water
blue Water in
Nestle Water in Pet Bottle 1.5 Liter. 4 1
Pakistan is Rs.
Price Pakistan is Rs. 162 Ratings, 0 Reviews.
155 and the
and the lowest price Rs.46
lowest price
found is Rs. 30. .
found is Rs. 50
Place Geographical Switzerland and United states and operate England its
operate factory in factory in other country factory also
 Location(s) more than 80 operates in other
countries. country
What is their Aquafina makes use of
Promotional Nestle uses all media various conventional and
like TV, hoardings, traditional techniques to
Mix
print, online ads etc. promote its product.
Similar for its promotion. They engage in print
Platform(s) Nestle has a strong media, television Advertising
social presence will advertisements, celebrity Sales promotion
also allow it to interact endorsements etc. to Direct marketing
and engage with its promote their product. Public relations
customers and get They simply position
better insights about their product as a pure
their products and water brand which is free
Promotion other services from any bacteria and
safe for drinking
Platforms
which are used
by all
Unique
Platform(s)
What different
each university
do to promote
its program
Upper, Middle
or Lower
Class
Please Specify The target market is
with example anyone willing to pay
The mean Target
Target for bottled water. The main target audience
audience for
Market However, bottled for Aquafina is the
blue water is the
water companies have health-conscious women
health conscious
narrowed their target who are looking to drink
people. Who are
market to zero calorie products and
flocking to
specific...groups such men who are on the go.
Clean water?
as 'new moms',
'minorities',
How do you The Product We consider alternative Bluewater uses
evaluate Technology Centers packaging materials to its own-patented
Technologi (PTCs) provide plastic that can meet Superior
Technological technical development consumers’ needs. For Osmosis™
cal skills
Competencies expertise for our Aquafina, we have technology to
of each? product, chosen to offer an option deliver a
 completely new
generation of
manufacturing and reverse osmosis
packaging processes. water purifiers
Each is aligned with a of aluminum packaging. with outstanding
particular business and Both plastic and performance and
certain product aluminum packaging, design –
categories – as such, it when they are recycled, delivering
acts as a global hub. or made from recycled cleaner, healthier
For instance, the content, present an drinking water
Switzerland PTC opportunity to reuse from the tap and
offers worldwide valuable material and drastically
expertise on coffee, keep it out of the cutting the water
beverages, and cereals, environment. wastage
dairy and nutritional common to
products. traditional
reverse osmosis
technology.
How do you  Aquafina Pure Water,
evaluate the primary unflavored
infrastructure product produced under
the Aquafina brand, is
Infrastruct and resources derived from local
ure and of each?   municipal tap water
resources sources and goes through
a purification process
that incorporates reverse
osmosis, ultraviolet, and
ozone sterilization
Service How do you This is our very Aquafina water it cans Blue Water
Quality evaluate foundation and is will contain the same and Shipping is an
essential in order to be high quality water international
service quality
fully trusted by all of purified through a transport and
of each? our stakeholders. It rigorous purification logistics
includes not only process. company, Since
complying with the company
established internal was founded
values, policies, more than 40
standards, guidelines, years ago, our
specifications and ambition has
practices, but also been to provide
being in full clients with the
conformity with best service and
relevant international highest quality
or local laws, in the industry.
regulation and Offering our
 standards.
Deliver high quality
water
This ensures we have
the best offer on the
shelf. We will
continue to identify
clients
improvement
customized
opportunities in
solutions with
everything we do, so
unique service
we can guarantee the
and of high
availability of high
quality
quality bottled water
and services at a
competitive price.
Delight our consumers
This approach is at the
heart of everything we
do at Nestle Waters.
How do you Network strength Network
evaluate of Nestle water are Network strength of strength of
Network
network very good and Aquafina water are blue water are
Strength
strength of cover the all good. very low and
each? populated areas. pure.
How do you At Nestle, we believe
evaluate the that a comprehensive
leadership style Leadership of
leadership Leadership strategy is
leading to win,
profile and managing for results, the collection of blue water is
competence? growing talent and behavior that a dynamic
teams, and proactively manager uses to communicatio
Leadershi
competing and
influence his or her n, increasing
p connecting with the
employees to Engagement
external environment and
– provides the accomplish
competitive edge to organizational goals communicatio
create shared value for n leadership.
our shareholders and
for society.
Vision Clarity of To be a leading, The vision of Aquafina is To be globally
vision among competitive, Nutrition, To be a leading house of recognized in the
leaders and Health and Wellness FMCG product and energy sector as
Company delivering service with local an independent,
the team? improved shareholder dominance global excellent
value by being a Prominence. Aquafina is provider of
 fulfilling its vision by
making its production
and distribution effective.
All the elements of the
vision statement are
present in the production,
manufacturing and
distribution of a
company. The mission of
preferred corporate Aquafina is to Pledges to
innovative, solid
citizen preferred serve its customers with
technologies and
employer preferred the highest level of
reliable and safe
supplier selling integrity and diversity in
services.
preferred products. Product and services at
affordable price.
Aquafina is serving its
customer with excellent
quality products
Moreover; their pricing
and distribution strategies
are favorable for their
customers.

Mission Clarity of The vision of Aquafina is Bluewater will

mission To be a leading house of employ and
Positivel FMCG product and develop the best
among leaders
y influence the social service with local people in order
and the team? environment in which dominance global to provide
we operate as Prominence. Aquafina is innovative, solid
responsible corporate fulfilling its vision by and cost-
citizens, with due making its production effective
regard for those and distribution effective. solutions in all
environmental All the elements of the areas of its
standards and societal vision statement are business,
aspirations which present in the production, ensuring steady
improve quality of manufacturing and growth, financial
life.” distribution of a stability and a
company. The mission of challenging
Aquafina is to Pledges to work
serve its customers with environment. A
the highest level of pro-active,
integrity and diversity in responsible
Product and services at approach to
affordable price. safety and
Aquafina is serving its environmental
customer with excellent care is a
 quality products
Moreover; their pricing
and distribution strategies
prerequisite.
are favorable for their
customers.

How do you
evaluate the Traditional
practice of values of seamen
as support,
values by
Nestle core values are teamwork, care
each?  Service to the
“full legal compliance, of resources and
Community
honesty, fair dealings, respect for the
 Integrity
integrity, and respect.” oceans, move
 Innovation and our spirit.
It is not a wonder that
Values Nestle has managed to
Creativity
cultivate positive  Teamwork
practices among all its  Employee
staffers in all corners Growth and
of the globe. Reward

STRENGTHS On the basis . Health and Hygiene An unlimited

of above Analysis Conscious: Packaged water resource
Unmatched research Water category is a and a self-
and development healthier option contained state
capability considering the of art bottling
increasing amount of facility, ensures
Strong geographic water diseases and their
excellent quality
presence, with one of consequences.
control
the best Strong Parent Company:
geographically Aquafina has a stronger Blue water has
diversified revenue Brand value with the achieved
sources support of PepsiCo. increased
PepsiCo has been a major
distribution at
Unrivaled product and factor in the quick
several level in
brand portfolio growth and wider reach
of Aquafina. its regional
Environmental Strong Branding and market while
sustainability efforts Marketing: Aquafina has consistently
performed brilliantly as increasing
Ownership of some of far as branding and annual revenue
the most recognizable marketing are concerned.
From the Local point of Company has no
 purchase branding to TV
Commercials, Aquafina
has been successful in
promoting itself as a
Brand.
brands in the world Strong Distribution
Network: Aquafina has a
. very strong distribution
network courtesy Dept. and is
PepsiCo’s strong supply
poised for
chain. Aquafina is
available in small retail growth
chains to large hotels and
restaurants.
 The target market of  High Competition:
Nestle Milk Pak is Presence of high
upper middle and high Competition such as
class because lower Basler, Kinley, Bailey
middle and etc. discourages an
increase in market share
Poor class cannot for Aquafina. An average of
afford to buy UHT Misuse of empty bottles: 20% of
milk due to its There have been various distributed water
WEAKNESSES premium price. examples wherein empty is un accounted
branded bottles have for KSA
On the basis of It is a main weakness been used to refill with The Water sector
Analysis of Milk Pak that there impure water and this infrastructure is
are different affects the image of the outdated and in
companies of milk but company. some areas
the name of Lack of differentiating deteriorating.
factors: In the Packaged
Nestle Milk Pak is waiter section, Aquafina
always stand in the does not have much to
last because of low differentiate from the
advertising and other brands.
marketing.

Week 3, 4

Broad problem Area

In nestle water the salt of minerals are exist so how to overcome it and the bottle of nestle is very
cheap so how to improve its packaging.

Transcriptions of Interview
Transcription of interviews (Questions of stakeholder).

 Which water are you using?

 Difference between Nestle water and Aqua water?
 What is the quality of water providing by nestle?
 Are you the permanent customer of Nestle water?
 How long have you using this brand?
 Is nestle water healthy for your life?
 Which Nestle branch you visit?
Interview 1
Name: Abdul Rahman
Age: 21
The bottle is cheap and you get what you pay for the water taste like the toxic plastic taste. Taste
just as if tap water Holes on the capes of some water it has minerals.
Interview 2
Name: Zohaib
Age: 23
Each bottle is super flimsy and when you go to take them off water spills everywhere. They are
also lopsided and it takes some imagination to get stand straight if possible. Every bad smell
Interview 3
Name: Ahmad
Age: 20
The water tastes like toxic plastic. Every time I try to drink a bottle, the taste is disgusting and I
end up dumping it out. This bottled water is clearly old and has been sitting in a warehouse for a
long time before making it to my house. I would not re-buy.
Interview 4
Name: Ansa Iqbal
Age: 22
I am new to prime pantry and this is one thing I will not be buying again. Tastes like plastic. Not
just a little like "it bottled water it tastes plastic" this stuff has obviously been left in the heat for
a prolonged period of time
Interview 5
Name: Asif
Age: 20
The price of the bottle is normal but it tasted weird to me. Might have just been me though.
Interview 6
Name: Adeel
Age: 25
My first impression was that the water tastes very Crip, dry touch added to quite bad smell and
taste of the mineral added. The quality of the water itself is masked by its name. You can check
it out. This is not spring water. NYC straight water smells and tastes so much better.
Interview 7
Name: Salman
Age: 20
Bottles damaged due to poor packaging, leaking and some empty. Bottles warped and do not
stand up. Crush easily in your hand. Taste is fair for the water. I do not recommend.

Empathy Map:

Say: Think:

The People say water taste is not good People think that Nestle should reduce
due to the existing of minerals. the amount of minerals in its water so
that it can be tested better.

Do: Feel:

He was sitting In front of me. People feel very bad when they taste the
toxic water.

Problem Statement:

Stakeholder Need Insight

Student The water test is not Due to careless work
good and the price is
high
Empathy Map

Say: Think:

He say that its packaging Improve Packaging

is poor and high expense

Do: Feel:
He was standing in the Disappointed.
front of Cafe.

Problem Statement:
Stakeholder Need Insight

Student Packaging is not

Packaging are low
good.
quality due to high
sales

Ideate (Brainstorming):
The packaging and the quality is not good the staff in not good behaviour.They should do the
same quality as before.
Ideas Creation and Selection of Feasible Idea:
Idea 1
They should improve their packaging.
Idea 2
They should do their taste well.
Idea 3
They should do their service quality.
Idea 4
They should lower their price.
Ideas Selection:
They should do their taste well
They should lower their price

Prototyping and Testing:

We bring our ideas to the people and they appreciate our work almost 80% people were satisfied.

Week 5

Market segmentation
For getting the maximum market share and respect of the product in the minds of the consumer,
as per our observation and market survey we have concluded that nestle pure life water
segmentations is based on two points.
 Geographic segmentation
 Demographic segmentation

Geographic segmentation
The company has divided its geographic segmentation in several regions first they have the
segmentation of the 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 management.

Demographic Segmentation

Nestle pure life is not a supreme quality product that only the high class uses. The product is for
all. Infant to seniors. There is no age, sex, income and any other kind of limitations on the use of
product. The product is for all. Anyone can use the product as per need.

Target Market:
According to our observation and market survey, we have that concluded as much there is not set
demographic techniques to set the specific target market because water is something that
everyone uses everyone can use any size of bottle that Nestlé is offering there are some variation
that can be made throw our observation but not from the company.

This is the smallest Nestlé pure the consumer in the place of soft drink universities is heavily
using life water of zero, 5 L .This size and colleges are included in its target market of this size.
This is the fully household the product and using in executive rooms in office with the
dispenser's.
Market Mix:
Product Strategy
Product is something that is offered to the market. Nestlé Pure Life (NPL) product strategy
studies show that they are positioning the product with respect to its attributes that NPL is safe,
pure, refreshing and healthy water. 2. Product line expansion: Nestlé also does product line
expansion; recently it has offered a 0.25-liter bottle of NPL in the market. It is also using the
company name with its product name i.e. Nestlé Pure Life. NPL round shape and elegance of the
bottle are instantly recognizable.
Quality is cornerstone of NPL success. Nestle people say: “Quality is our more successful
product and it is key to our success today and tomorrow.”

Pricing Strategy
Non-price competition: In Price strategy, Nestle has adopted the strategy of non-price
competition. It is offering one price for NPL to all cities of Pakistan. It also keeps the check on
distributors to maintain single price of NPL. It offers trade discounts to its distributors.
The cost of production, which stands at the base of all pricing strategy, is well reflected in
Nestle Pure Life price. Its rather higher price relative to other bottled waters can be explained
using the Pricing Strategies Matrix. Since the quality of Nestle Pure Life is very high from both
the Company’s and the consumers’ perspective, the high price justifies itself.

Place of Distribution Strategy

Intensive distribution strategy: Placement is the distribution of the product to its customers at
right time, in right quantity, at right price and at right place. To ensure this, channel adopted by
the Nestlé for distribution of NPL is as follows:

Promotion Strategies
The Company is actively involved in sponsorship of educational and sports activities. In
particular, the company sponsors Youth Pakhtakor, a young football team, and the friendly
meetings or competitions of that team. Furthermore, outdoor posters and banners, references in
movies and articles have made tens of thousands of people subconsciously aware of Nestle Pure
Life (and other Nestle products).
The Nestle organized its teams to distribute products to the affected areas and all employees
contributed from top to bottom.

Recommendations and Unique Solutions:

Nestlé first introduced innovative product in Pakistan. Some of unique competencies of Nestle
are given below
 .Pure Water
 .It’s free of Germs
  .It is free of chemical
 .It includes different vitamins in water, which increase its purity and make this mineral
water unique from others.
 .Health Drinking water.
 .Nestlé sponsors different events
Therefore, core competencies is the skills that a company has. As the Nestlé, mineral water has
this core competency. Therefore, these are key factors to achieve success and meet goals.

Conclusion:
Nestlé is the word leader in FMCG industry. People trust on the products launched by the
company even the product is facing some problems.
Nestlé was doing its good job in past but now it is facing some PR of low quality of their
products. Someone they claim that they are doing unethical business uses Nestlé. They are
mixing unhygienic things, which can cause damage to customer’s health. Its example is that their
water is not pure and good for health. You can see dust particles in Nestlé mineral water when
you keep it in sunlight that shows its product quality is down .Now they have to do more making
their strong position in market because when you lose your image in customer’s eye then it is
difficult to review their image.