T NESTLÉTPURETLIFE

StrategicTMarketingTPlanTforTNestleTPureTLife

Student'sTName

Affiliation

DueTDate

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T NESTLÉTPURETLIFE

ExecutiveTSummary

ThisTarticleTlooksTatTNestle'sTmarketingTstrategyTasTanTFMCGTcompany.TNestle'sTan
alysisTwillTincludeTtheTcompany'sTcurrentTmarketTsituationTasTwellTasTaTstrategicTan
alysis.TWeTwillTexamineTtheTvariousTwaysTtheyTcanTuseTtheseTstrategiesTtoTimprove
TtheirTproduct.TCustomersTallTacrossTtheTworldThaveTbeenTservedTtoTtheThighestTsta
ndardsTofTproductTvalue,Tquality,TandTsafetyTbyTNestle.ItTprovidesTaTvarietyTofTgoo
ds,TsuchTasTdairyTgoods,Tdrinks,Twater,TnewbornTdieteticTitems,TandTsweets.TForTou
rTprojectTreport,TweTchoseTNestleTWater.TTheirTgoalTisTtoTprovideTcustomersTwithT
cleanTdrinkingTwaterTatTreasonableTpricesTwhileTmakingTtheTproductTasTeasyTasTpos
sibleTtoTuse.TTheirTclaimTisTthatTtheyTserveTtheTbestTfoodTinTtheTworld.TNestleTPu
reTLifeTusedTtheTsocietalTmodel.TTheTSWOT,TIMCTPlanTcompetitiveTanalysis,TSMA

TTandTallTOtherTmeasuresTdeployedTbyTthemTwillTbeTdetailed.T

IntroductionTOfTNestle:

NestleTisTSwitzerland'sTleadingTFMCGTcompany,TfoundedTbyTHenriTNestle.TNestleTs
ervesTtheTworldTthroughTitsTmoreTthanT500TfactoriesTinT86TcountriesTspanningTalmo
stTallTcontinentsT(ShellyT2013).TNestlé’sTTheTproductTportfolioTconsistsTofToverT500
TproductsTdistributedTthroughoutTtheTworldTtoTbestTserveTtheirTcustomers.THenriTNes
tléTgaveThisTcompanyTtheTsymbolTthatTbearsThisTname.THisTfamilyTcoatTofTarms,Ta
TnestTwithTaTmotherTbirdTguardingTherTyoung,TbecameTtheTcompany'sTlogoTandTaT
symbolTofTtheTcompany'sTconcernTforTandTattitudeTtowardsTlifelongTnutritionT(vander
TetTal,T2011).TTheTNestléTnestTrepresentsTtheTimportanceTofTnourishment,Tsecurity,T
andTaTsenseTofTfamilyTinTlife.THenriTNestlé'sTfirstTproductTwasTaTformulaTforTbreas
tfedTbabiesT(mignonTandTHe,.T2005).

NestléTPakistan'sTstrategyTandToperationsTrelyTheavilyTonTtheTconsumer'sTvoice.TWhe
therTyouTresideTinTaTsecludedTvillageTorTtheTbustlingTcityTofTKarachi,TtheTNestleTC
onsumerTServicesTteamTisTreadyTtoTlistenTtoTyourTissuesTandTgiveTanswersTregardin
gTourTproductsTasTwellTasThealthTandTwellnessTadviceT(Khan,T2016).TNestlé'sTglobal
TobjectiveTisTtoTbeTtheTworld'sTleadingThealth,Twellness,TandTnutritionTcompany.TNe
stle'TPakistanTwholeheartedlyTsupportsTthisTworldwideTambition.TNestleTPakistanTinten
dsTtoTdoTtheTfollowingTinTaddition:

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T NESTLÉTPURETLIFE

 LeadTaTpassionate,Tenthusiastic,TandTprofessionalTcrewTthatTisTproudTofTitsThi
storyTandToptimisticTaboutTtheTfuture.

 MeetTtheTnutritionalTneedsTofTallTageTgroupsTthroughTaTdiverseTproductTrang
eTthatTincludesTanTinnovativeTportfolioTofThigh-
qualityTbrandedTfoodTandTbeverages.

 MaintainTlong-termTgrowth,TandTdeliverTshareholderTvalue.

 EstablishingTresponsibleTcommunicationTwithTconsumersTcanThelpTusTunderstan
dTwhatTchangesTneedTtoTbeTmadeTtoTourTproducts.

 IncreaseTtheTcompany'sTreputationTasTtheTfinestTplaceTtoTworkTforTtalentedTa
ndTdrivenTpeople.

NestleTMission:

"NestleTisTcommittedTtoTofferingTtheTgreatestTmealsTtoTpeopleTthroughoutTtheirTday,
TthroughoutTtheirTlives,TandTaroundTtheTworld."TNestleTcontributesTtoTyourTwell-
beingTandTimprovesTyourTqualityTofTlifeTviaTourTuniqueTexperienceTpredictingTcusto
merTdemandsTandTdevelopingTsolutions."

NestléTPureTLifeTWaterT&TMarketTSituation:

NestléTPureTLife'sTpremiereTinTDecemberT1998TwasTaTdefiningTmomentTinTNestleTP
akistan'sThistory.TNestléTPureTLifeTwasTsetTtoTenterTPakistan'sTexpandingTwaterTmar
ketT.PakistanTwasTtheTfirstTstateTtoTintroduceTtheTnewTNestléTproduct.TTheTwebsiteT
describesTNestléTPureTLifeTasTaTqualityTdrinkableTwaterTpreparedTtoTtheThighestTsta
ndardsTofTsafetyTandTquality.T(BarnabasT&TMekoth.T2008).TItTisTwellTbalancedTwith
TnecessaryTelementsTsuchTasTvitamins,Tcalcium,TandTaTvarietyTofTotherTbeneficialTin
gredients.TNestle'sTpureTwaterTproduct,TaccordingTtoTNestle,ThasThelpfulTelementsTin
TeveryTdropTofTwaterTthatTareTvitalTforTstayingThydratedTallTtheTtime.TNestléTPureT
LifeThasTmadeTsignificantTinroadsTintoTtheTPakistaniTwaterTindustryTbyTemphasising
TstrongTbrandTawareness,TcompetitiveTpricing,TandTaTstrongTmarketingTeffortTMoreov
er,TNestléTPURETLIFETisTcurrentlyTmarketedTinTcountriesTsuchTasTSaudiTArabia,TJo
rdan,TEgypt,TLebanon,TTurkey,TRussia,TUzbekistan,TPakistan,TChina,TThailand,TandTt

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T NESTLÉTPURETLIFE

heTPhilippines,TasTwellTasTinTtheTUnitedTStates,TCanada,TMexico,TBrazil,TArgentina,
TSouthTAfrica,TandTsoTonT(GleickT&THeberger,.2014).

NestléTPURETLIFE,TwhichTdebutedTinTtheTNorthTAmericanTmarketTinT2003,TisTonT
trackTtoTbecomeTtheTworld'sTtopTandTmostTwidelyTdistributedTbrandTbyT2010T(Gleic
k,T2010).TNestleTisTalsoTwillingTandThasTsetTaTtargetTofTbecomingTaT$1TbillionTent
erpriseTbyT2014T(hamannT2014).TNestleTPureT&TSimpleTLifeTisTaTpremiumTdrinking
TwaterTmadeTtoTtheTgreatestTsafetyTandTpurityTstandards.TTheTcompany'sTgoalTisTto
TsupplyTcustomersTwithTpureTdrinkingTwaterTatTreasonableTpricesTwhileTmakingTthe
TproductTasTeasyTtoTuseTasTpossible.TAccordingTtoTtheirTboasts,TtheyTprovideTtheTg
reatestTmealsTinTtheTworld.

Company’sTmarketingTgoalsTandTobjectives:

Nestlé'sTbusinessTgoalTisTtoTmakeTandTpromoteTtheTCompany'sTgoodsTinTsuchTaTwa
yTthatTlong-
termTvalueTisTcreatedTforTshareholders,Tworkers,Tcustomers,TandTbusinessTpartnersT(P
ayaud,T2014).TNestléTacknowledgesTthatTitsTcustomersThaveTaTgenuineTandTlegitimate
TinterestTinTtheTconduct,Tvalues,TandTactivitiesTofTtheTcompanyTbehindTtheTbrandsTi
nTwhichTtheyTputTtheirTfaith,TandTthatTtheTcompanyTwouldTnotTexistTwithoutTitsTcu
stomers.

NestléTremainsTcommittedTtoTfollowingTandTrespectingTallTrelevantTlocalTregulationsT
inTeachTofTitsTmarkets.

SMARTTAnalysis:

SMARTTisTanTabbreviationTthatTinformsTusTthatTwhenTweTmakeTgoalsTforTourTbusi
nesses,

ST=TSpecific

M=TMeasurable

AT=TActionableTorTAchievable

RT=TRealistic

TT=TTimeTFrame

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T NESTLÉTPURETLIFE

MarketTShare:

NestleTcontrolledT85%TofTtheTdrinkingTwaterTmarketTinTPakistanT(Rosemann,T2005).
TinTtheTcityTofTLahore.TNestléTPureTLifeTcontrolsT69%TofTtheTmarket,TSparkletT13
%,TCoolT11%,TandTtheTremainingT7%TisTheldTbyTvariousTlocalTfirms.TNestleTcontro
lsT50%TofTtheTmarketTinTKarachi,TAVATcontrolsT25%,TandTotherTlocalTfirmsTcontr
olTtheTremainingT25%.TInTIslamabad,TNestléTPureTLifeThasTaTmarketTshareTofT65%.
TTheyThaveTspecificTaimsTandTobjectivesTthatTtheyTwantTtoTattain.TTheyTseekTtoTm
anufactureTandTmarketTtheirTitemsTinTorderTtoTincreaseTtheTvalueTofTtheirTproducts.
TTheyThaveTtheTresourcesTtoTimproveTtheTqualityTofTtheirTproductTandTcompeteTwit
hTit.TNestléTrecognisesTthatTaTcorporation'sTperformanceTreflectsTtheTprofessionalism,
Tethics,TandTresponsibleTattitudeTofTitsTmanagementTandTworkersT(Sethi,.T2012).TAs
TaTresult,ThiringTtheTproperTpersonnelTandTprovidingTcontinuingTtrainingTandTdevelo
pmentTareTcritical.

MarkeT Shares
Others
7%
Cool
11%

Sparklet
13%

Nestle Pure Life

69%

Nestle Pure Life Sparklet Cool Others

FigureT1:TTotalTMarketTshares

MarketTSegmentationTandTTargetingTStrategyTandTConsumerTProfile
TAnalysis

MarketTSegmentation:

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T NESTLÉTPURETLIFE

AsTperTourTobservationsTandTdataTanalysis,TNestléTPureTLifeTWater'sTsegmentationTi
sTbasedTonTtwoTelementsTinTorderTtoTachieveTtheTgreatestTmarketTshareTandTconsu
merTrespect.

 DemographicTSegmentationT
 GeographicTSegmentation

1) GeographicTSegmentation:T

TheTcompany'sTgeographicTsegmentationTisTdividedTintoTseveralTregions.TTheyTbegan
TbyTsegmentingTtheTentireTcountryTandTthenTdividedTeachTprovincialTcapital'sTareaTi
ntoTnorth,Teast,Twest,TandTsouth.TAsTaTresult,TtheTorganisationTmayTbeTableTtoTope
rateTmoreTefficientlyTinTtermsTofTsupplyTchainTmanagementT(SteenkampTandTTerTH
ofstede,T2002).

2) DemographicTSegmentation:T

NestléTPureTLifeTisTnotTaThigh-
endTproductTforTtheTupperTcrustT(KumariTandTMuralidharaT2021).TTheTproductTisTint
endedTforTeveryone.TFromTinfancyTtoTtheTelderly.TThereTareTnoTrestrictionsTonTtheT
product'sTuseTbasedTonTage,Tgender,Tincome,TorTanyTotherTfactor.TTheTproductTisTin
tendedTforTeveryone.TTheTproductTisTsuitableTforTuseTbyTanyone.

TargetingTStrategy:

AccordingTtoTourTobservationsTandTmarketTresearch,TthereTareTnoTdefinedTdemograp
hicTapproachesTforTdeterminingTtheTexactTtargetTmarket.TWaterTisTsomethingTthatTev
eryoneTconsumes.TEveryoneTcanTconsumeTwhateverTsizeTbottleTthatTNestléTprovides.
TSomeTvariationsTcanTbeTmadeTbasedTonTOURTOBSERVATIONTbutTnotTfromTtheT
company.TNestléTPureTLifeTisTavailableTinTfourTdistinctTsizes.TTheseTfourTareTaimed
TatTvariousTsortsTofTindividualsTandTlifestyles.

 NestléTPureTLifeTWaterTcomesTinTtheTsmallestTcapacityTofT0.5Tlitres.TThisTsi
zeTisTcommonlyTusedTbyTcustomersTinTsubstitutionTofTsoftTdrinks.TThisTsizeT
targetTmarketTalsoTincludesTuniversitiesTandTcolleges.TYetTtheTproductTisTused
TbyTeveryoneTinTsociety.TItTisTnotTjustTtheTindividualsTmentionedTpreviously.

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T NESTLÉTPURETLIFE

 ThisTisTNestleTPureTLifeTWater'sTsecondTsize,TwhichTisTaboutT1.5Tlitres.TThi
sTsizeTisToftenTusedTinTmeetings.TThisTproductTisTusedTinTanyTaspectTofTan
TofficeTmeetingTorTanyTotherTsocialTgathering.

 ThisTisTtheTthirdTsizeTofTtheTNestléTPureTLife,TwhichTisTcommonlyTusedTin
TwaitingTroomsTinThomesTandTworkplacesT(offices).

 ThisTisTaTcompletelyTdomesticTproductTthatTisTalsoTusedTinTexecutiveTsuitesT
andTworkplacesTwithTdispensers.TThisTNestleTPureTLifeTWaterTBottleTisTalsoT
extremelyTusefulTinTvariousTdispensersTthatTareTavailableTonTtheTmarket.

FigureT2:TShowingTDifferentTSizeTofTNestleTPureTLife

ConsumerTProfilingTAnalysis:

ManyTindividualsTinTPakistanTuseTtheTproduct,TandTthereTareTnoTrestrictionsTonTusin
gTNestleTPureTLifeTbecauseTitTisTnotTaTproductTwithTuniqueTqualities.TNestleTPureT
LifeTisTaccessibleTtoTeverybody.TTheTfollowingTtableTillustratesTthatTNestléTPureTLif

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T NESTLÉTPURETLIFE

eTisTsuitableTforTeveryone.TNestléTPureTLifeTWaterTcansTdoTnotThaveTtoTbeTlimited
TtoTpeopleTwithTgreaterTincomes.TAsTaTresultTofTtheTdata'sTcorrelationTtoTtheTwide
TusageTofTNestléTPureTLifeTwaterTtins.TTheTincomeTmightTbeTconsideredTforTtheTfo
lksTwhoTuseTNestleTPureTLifeTonTaTdailyTbasis.TIfTweTomitTtheT"dailyTbasis"Telem
ent,TtheTanswerTisTno.TThereTareTnoTrestrictionsTonTMuslimsTorTnon-
MuslimsTusingTNestléTPureTLife.

BottleTAspects AgeTSegment ParticipantsTRelated Gender Income Education

T s

TLitre
0.5 Infant- AllTpeopleT both no No
MaximumTage
1.5 15-60 Houses/Homes both no mostly
12 25-70 HousesTandToffices both CanTbe mostly

19 25-70 HousesTandToffice both CanTbe mostly

TableT1:TconsumerTprofileTAnalysis

ProductTStrategyTandTFABTAnalysisTwithTProductTLine:

TheTproductTwasTlaunchedTasTaTresultTofTseveralTcausesTandTchallengesTencountered
TbyTtheTgovernment,TasTwellTasTotherTaspects.TThereTareTseveralTregionsTinTPakista
nTwhereTweTwillTdiscoverTcontaminatedTwaterTratherTthanTpureTwater.TThisTcouldTh
armTyourThealthTandTleadTtoTDiarrhoea,TaTsevereTdisease.TItTisToneTofTtheTdangero
usTillnessesTthatTcanTleadTtoTdeath.TToTaddressTthisTissue,TNestléTchoseTtoTdevelop
TitsTwaterTproductTbyTacquiringTAVATCompany'sTwaterTfactory.

NestleTPakistanTLtd.TnowTcontrolsTtheTfactoryT(HumayunTandTPervez,T2010).TNestleT
createdTtheirTproductTbyTprovidingThighlyTimportantTelementsTlikeTvitamins,Tcalcium,
TandTmanyTotherTthingsTthatTprovideTtheThumanTbodyTwithTmoreTthanTjustTwaterT(
KumarTetTal,T2011).

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T NESTLÉTPURETLIFE

FBATAnalysis:THereTisTtheTcomprehensiveTFABTAnalysisTofTNestleTPureTLifeTthat
TallTconsumersTshouldTbeTawareTofTforTeffectiveTCRM.

Feature Attribute Benefit

DistillationTandTOs WaterTinTit ItTassistsTtoTtheTsafetyTofTwaterTbyTregula

mosis sTproperTba tingTtheTotherTelements.TStrengthTofTSodiu
lance mTBicarbonate
BicarbonateTsoda TDegree/ BoostTyourTpower,Tspeed,TandTstaminaTals
strengthT oTwhileTreplenishingTyourTthirst.

EpsomTsaltT(Magnes DecreaseTin ItTisTeasilyTabsorbedTbyTtheTskin,TlettingT

iumTsulphateTheptah flammationT usTtoTreduceTinflammation.
ydrate)
CalciumTdichloride. HealthyTKid ItTimprovesTtheTfunctionTofTtheTkidneys.
neys
TableT2:TFeature,TAttribute,TandTBenefitTAnalysisT(FBA)

SWOTTAnalysisTofTtheTCompany:

SWOTTanalysisTwouldTprovideTusTwithTaTmoreTaccurateTpictureTofTtheTcompany'sTc
ompetitiveTsituation.TTheTcompany'sTSWOTTanalysisTisTprovidedTbelow.

1) StrengthsT
• StrongTBrandTNameT(NESTLETLOGOT&TFAMILYTBRAND);
• CleanTDrinkingTWaterTinTtheTMarket;TMineralTProductT(FreeTofTChemicals);

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T NESTLÉTPURETLIFE

• OnlyTBrandTinTtheTAreaTMaintainingTitsTQualityTandTTaste;TLargestTMarketT
Share,
• EasyTAccessTtoTTheirTProductsTAcrossTPakistan;T
• HugeTProductTRangeTandTHugeTDiversificationTReducesTRisk.
• HighTqualityTstandards

2) Weaknesses:
• PoorTcommunicationT
• LackTofTawarenessT
• WeakTdistributionTchannels

DespiteTtheTsignificantTincreaseTinTclientTdemand,TtheseTdistributorsTrefuseTtoTrecruit
Tnew,TmoreTefficient,TandTinventiveTpersonnelTthatTwouldTpropelTtheTbusinessesTfor
ward,TinsteadTstickingTwithTtheirTexistingTstaffTmembers.

3) Opportunities:
• FocusingTonTtheseTareasTofTweaknessTcanTdriveTsales.
• ItThasTtheTchanceTtoTpromoteTitsTgoodsTmoreTeffectively.
• ItThasTtheTgreatestTpossibilityTtoTexpandTitsTproductTrangeTbyTestablish
ingTmineralTwaterTdivisions.TMineralTwaterTshouldThaveTdistinctTflavou
rs.TForTexample,TAQUATFINATinTtheTUnitedTStatesThasTofferedTmine
ralTwaterTwithTseveralTflavours.TAsTaTresult,TitTdominatedTtheTmarket.
• ItTcanTenhanceTrevenueTbyTexpandingTitsTproductTportfolio.

4) ThreatsT
• CompetitorsTareTsharingTsegments;
• CompetitorsTareTundercutting.
• UncertaintyTcircumstancesTwillThaveTanTeffectTonTrevenue.

CoreTCompetenciesT&TkeyTsuccessTfactors:

A)TInnovativeTProduct:

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T NESTLÉTPURETLIFE

NestleTwasTtheTfirstTtoTdevelopTrevolutionaryTproductsTinTPakistanT(Mehmood,T2022
).TNestle'sTmainTcapabilitiesTareTlistedTbelow.

• ItTisTpureTwater;T
• itTisTgerm-free;Tand
• itTisTchemical-free.
• ItTcontainsTseveralTvitaminsTinTtheTwater,TwhichTincreasesTitsTpurityTa
ndTdistinguishesTthisTmineralTwaterTfromTothers.
• DrinkingTWaterTforTGoodTHealth.TBecauseTitTcontainsTvitaminsTthatTpr
otectTitsTconsumersTfromTmanyTailments.
• NestleTsponsorsTvariousTactivitiesT
• ConstantTdevelopmentT
• SocialTresponsibility

So,TcoreTcompetencyTisTessentiallyTtheTtalentTthatTaTcorporationTpossesses.TNestléT
MineralTWaterTpossessesTthisTessentialTskill.TNestleTcanTincreaseTitsTsalesTandTreven
ueTifTitTmeetsTtheseTessentialTskills.TThenTitTmayTdistinguishTitsTgoodsTfromTothers.
TAsTaTresult,TtheyTareTcriticalTsuccessTelements.

CompetitiveTAnalysis:

TheTcomparisonTofToneTcompanyTtoTitsTcompetitorTisTincludedTinTcompetitiveTanaly
sis.TItTdistinguishesTproductsTandTindicatesTwhichTproductsTareTinTwhichTplace.TItTd
escribesThowTtheTproduct'sTqualitiesTandTshortcomingsTdifferTfromTthoseTofTitsTrival
s.TAquaTFinaTisTNestle'sTmainTcompetitor,TasTweTallTknow.

NestleTPureTLife AQUATFINA
LargeTmarketTsharesT SmallTmarketTsharesT
Vitamin-EnrichedTWater MineralsTwaterTwithTchemicals

NestléTWaterTisTeasilyTobtainable. ProductTavailabilityTisTdifficult.
NestléTPureTWaterThasTonlyToneTsegme ItThasTaTdistinctTflavour.TItThasTbeenTse
nt.TItTjustThasToneTflavour.TAsTaTresult, gmented.TItThasTintroducedTseveralTsector
TitTisTaTweakTproductTinTtermsTofTseg sTinTmineralTwaterTofTvariousTflavours,T
mentation.TAsTaTresult,TtheTcorporationT resultingTinTaTsignificantTsegmentation.T
shouldTprovideTpureTwaterTinTaTvarietyT AsTaTresultTofTsegmentation,TitTisTraisin
ofTflavours. gTitsTsales.

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T NESTLÉTPURETLIFE

TableT3:TComparisonTBetweenTNestleTPureTLifeTandTAquaTFina

STRATEGIESTFORTCOMPETITIVETADVANTAGES:

EveryTproductTonTtheTshelf,TeveryTservice,TandTeveryTclientTinteractionTcontributesTt
oTtheTformationTofTthisTimage.TATNestléTbrandTnameTonTaTproductTassuresTtheTclie
ntTthatTtheTproductTisTsafeTtoTingest,TthatTitTconformsTwithTallTlegislation,TandTthat
TitTfulfilsThighTqualityTstandardsT(OlawepoTandTIbojo,.2015).

ConsumersTexpectTusTtoTalwaysTkeepTthisTcommitment.TUnderTnoTcircumstancesTwil
lTweTcompromiseTaTproduct'sTsafety,TandTeveryTeffortTmustTbeTdoneTtoTavoidThealt
hTdangers.TComplianceTwithTallTapplicableTrulesTandTregulationsTisTalsoTaTprerequisi
teTandTisTnotTnegotiable.TPersonnel,Tequipment,TandTinstrumentsTareTmadeTaccessible
TatTallTtimesTtoTassureTtheTsafetyTandTconformanceTofTNestléTgoods.TTheTworkTisT
worthwhile.TQuality-
consciousTbusinessesTmakeTfewerTmistakes,TloseTlessTtimeTandTmoney,TandTareTmor
eTproductive.TTheyTalsoTmakeTmoreTmoney.TOurTmostTsuccessfulTproductTisTquality.
TThatTisTtheTkeyTtoTourTsuccessTtodayTandTinTtheTfuture.

OtherTmarketingTstrategiesTadoptedTbyTtheTcompany:

PepsiTandTCoca-
Cola,TtwoTPureTLifeTcompetitors,TplanTtoTlaunchTtheirTownTwaterTinTtheTmarketTin
TtheTnearTfutureT(BarnabasT&TMekoth.T2008).TBecauseTtheirTcompetitorTwillTadverti
seTtheirTproductTatTaThighTlevel,TpeopleTwillTbecomeTmoreTawareTofTdrinkingTwate
r,TandTNestleTPureTLifeTcanTachieveTaTlargeTmarketTshareTinTtheTfutureTbecauseTpe
opleTcanTseeTthatTourTwaterTisTbecomingTmoreTcontaminatedTbyTtheTday,TandTthere
TisTaTneedTforTpureTdrinkingTwaterTtoTsurviveTinTtheTworld.

InTorderTtoTcapitaliseTonTtheseTprospects,TtheTbusinessTplansTtoTopenTaTnewTdrinkin
gTwaterTplantTnextTyear.TNestléTPureTLifeTinitiallyTfocusedTonTproductTandTpriceTst
rategyT(RosemannT2005),TbutTitThasTlatelyTshiftedTitsTattentionTtoTmarketingTstrategy
TinTorderTtoTraiseTcustomerTknowledgeTofTtheTproductTinTunderservedTregions.

MarketingTFinancials:

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T NESTLÉTPURETLIFE

Nestlé'sTmarketingTfinancialsTshowTaTmodestTadvertisingTspendTbecauseTtheirTprofitT
marginsTforTNestléTPureTLifeTareTunderT5%T(StevensTetTal,.T2012).TTheyThaveTpoor
Tadvertising.TToTgrowTrevenue,TbusinessesTmustTexpandTsegmentationTandTimplement
TmoreTeffectiveTtechniques.TIfTtheyTexpandTtheirTproductTline,TtheirTsalesTwillTriseT
dramatically,TandTtheirTprofitTmarginTwillTriseTasTwell.TThenTtheyTmayTmarketTtheir
TgoodsTevenTmoreTthroughTadvertisingTandTmethodsTlikeTthese.

GAPTAnalysis:

GAPTanalysisTisTtheTidentificationTofTmarketTGAPSTthatTaTcompanyTmayTbenefitTfr
om.TThisTmeansTthatTthereTisTaTgapTbetweenTwhatTtheTcustomerTwantsTandTwhatTt
heTcompanyTprovides.TTheTsubsequentTsectionTisTknownTasTGAPTAnalysis.TTheTco
mpany'sTGAPTanalysisTisTshownTbelow.

WhenTweTcompareTNestleTtoTAqua,TthenTwe'dTlearnTthatTinTtheTUnitedTStates,TAqu
aTFinaTsellsTmineralTwaterTinTaTvarietyTofTflavours.TAndTitTwillTprovideTmineralTw
aterTofTvariousTflavoursTtoTPakistanTsooner.TWhenTweTlookTatTNestle,TweTseeTthat
TitTonlyToffersTcleanTwaterTinToneTflavour.TBecauseTtheTconsumerTprefersTaTdiffere
ntTtasteTinTtheirTwater.TThisTisTaTgapTstudyTbetweenTtheTfirmTandTtheTclient.TTheT
mainTdistinctionTisTbetweenTvariousTportions.TAsTaTresult,TNestléTshouldTexperiment
TwithTdiverseTflavoursTofTwaterTinTorderTtoTsatisfyTcustomersTrequirements.

ProblemsTaccordingTtoTtheTcompany:

NestleTisTextremelyTconcernedTaboutTPakistan'sTpresentTeconomicTsituation,TasTtheTc
orporationTplansTtoTbecomeTaT$1TbillionTenterpriseTbyT2014T(ShahTetTal.T2020).

Solution:

NestleTshouldTcontactTtheTmainTheadquartersTinTSwitzerlandTforTfinancial,Teconomic,
TandTstrategicThelpTinTorderTtoTrealiseTNestléTPakistan'sTaims.TAnotherToptionTisTfo
rTtheTcorporationTtoTmakeTcertainTagreementsTregardingTtheirTbusinessTstrategiesTinT
orderTforTtheTorganisationTtoTfunctionTconsistently.TTheTbusinessTwishesTtoTexpandTi
tsTproductTrange,TbutTowingTtoTinternalTandTexternalTfactors,TasTwellTasTsecurityTco
ncerns,TitTisTexperiencingTaTshortageTofTsomeTitemsTthatTareTinThighTdemandTinTth
eTmarket.

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T NESTLÉTPURETLIFE

ProblemsTaccordingTtoTtheTgroupTanalysis:

ToTmeetTmarketTdemand,TtheTcompanyTshouldTbuyTexistingTplantsTinTPakistanTusing
TwhateverTmeansTpossible.TSinceTestablishingTaTnewTfactoryTmightTbeTexpensiveTfor
TtheTcorporation.TItTisTalsoTlikelyTthatTtheTcompanyTmayTcollaborateTwithTotherTsm
allTbusinessesTtoTsatisfyTdemand.TBecauseTNestle'sTbrandTimageTisTsoTstrongTinTthe
TPakistaniTmarket,TthereTshouldTbeTveryTlittleTriskTofTlossTonTtheTitems.

StrategiesTrecommendedTforTrectifyingTproblems:

TheTorganizationTshouldTmakeTsignificantTexpendituresTonTadvertisingTinTruralTPakist
anTtoTpromoteTawarenessTamongTtheTpeopleTthere.TNestléTPureTLifeTshouldTbeTpro
motedTthroughTseminarsTandTmeetingsTorganisedTbyTtheTcorporation.

Conclusion:

NestleTisTtheTworld'sTlargestTCompany.TConsumersThaveTtrustTinTtheTcompany'sTpro
ducts,TevenTifTtheyTareThavingTissues.TNestleThasTdoneTaTterrificTjobTinTtheTpast,Tb
utTitTisTpresentlyTexperiencingTchallengesTwithTproductTquality.TNestleTisTbeingTsued
TbyTsomeoneTwhoTclaimsTtheyTareTconductingTunethicalTbusiness.TTheyTareTcombini
ngTunsanitaryTingredientsTthatTmayTendangerTtheTcustomers'Thealth.TItsTexampleTisTt
hatTtheirTwaterTisTnotTpureTandTbeneficialTtoTone'sThealth.TWhenTexposedTtoTsunlig
ht,TdustTparticlesTmayTbeTseenTinTNestleTmineralTwater,TindicatingTthatTtheTcompan
y'sTproductTqualityThasTdeclined.TTheyTshouldTnowTdoTmoreTtoTenhanceTtheirTpositi
onTinTtheTmarketplaceTsinceTitTisTtoughTtoTrestoreTtheirTimageTafterTitThasTbeenTda
magedTinTtheTeyesTofTcustomers.

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T NESTLÉTPURETLIFE

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