Nestle - Zaka (68)

8/8/2019 Nestle - Zaka (68)

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Nestle PureNestle PureLifeLife

8/8/2019 Nestle - Zaka (68)


8/8/2019 Nestle - Zaka (68)


Company IntroductionCompany Introduction

• Nestle AG, the world's largestNestle AG, the world's largestfood company. Healthfood company. Healthconscious consumers areconscious consumers arebecoming part of the vast andbecoming part of the vast and

potentially lucrative newpotentially lucrative newmarket.market.• Already the global leader inAlready the global leader in

bottled water, with designer bottled water, with designer labels like Perrier and Sanlabels like Perrier and San

Pellegrino, the Swiss foodPellegrino, the Swiss foodgiant has launched Pure Lifegiant has launched Pure Lifeas an affordable global water as an affordable global water brand aimed specifically atbrand aimed specifically atthe poor and thirsty in thethe poor and thirsty in the

developing world.developing world.

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Conti………….Conti………….

Pure Life is the first water with the NestlePure Life is the first water with the Nestlemoniker -- the company is spending $100moniker -- the company is spending $100million over the next three years to roll outmillion over the next three years to roll outPure Life in as many as 20 countries,Pure Life in as many as 20 countries,hoping to increase volume to two billionhoping to increase volume to two billionlitres by the end of 2002.litres by the end of 2002.

Pure Life made its name in Pakistan andPure Life made its name in Pakistan andwill soon go to Brazil, with mega marketswill soon go to Brazil, with mega marketslike India and China under considerationlike India and China under consideration

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Background of Pure LifeBackground of Pure Life

The launch of Pure Life raises delicate issues about theThe launch of Pure Life raises delicate issues about thebusiness of selling water in developing countries, at abusiness of selling water in developing countries, at atime when an estimated one billion people lack access totime when an estimated one billion people lack access tobasic water services. In Pakistan, that has tragicbasic water services. In Pakistan, that has tragic

consequences: 40 per cent of deaths of children belowconsequences: 40 per cent of deaths of children belowthe age of five here are caused by waterborne diseases.the age of five here are caused by waterborne diseases. "Nestle steps in and fills a need, but turns water into a"Nestle steps in and fills a need, but turns water into a

luxury," says Peter Gleick, director of the Pacificluxury," says Peter Gleick, director of the PacificInstitute, a think tank based in Oakland, Calif. OthersInstitute, a think tank based in Oakland, Calif. Others

worry that the arrival of private-sector products like Pureworry that the arrival of private-sector products like PureLife could encourage governments to curtail further Life could encourage governments to curtail further investments in water infrastructureinvestments in water infrastructure

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Pakistanis are reaching for Pure Life in recordPakistanis are reaching for Pure Life in recordnumbers.numbers.

Brand has taken over 50 per cent of the country'sBrand has taken over 50 per cent of the country'ssmall bottled-water market of 33 million litres (35small bottled-water market of 33 million litres (35million quarts) a year, according to Nestlemillion quarts) a year, according to Nestle

Pure Life is everywhere -- at roadside stalls, gasPure Life is everywhere -- at roadside stalls, gas

stations and rest stops. It's hawked at streetstations and rest stops. It's hawked at streetcorners in traffic-clogged Lahore. Middle-classcorners in traffic-clogged Lahore. Middle-classshoppers buy it by the case in supermarkets. Onshoppers buy it by the case in supermarkets. Onthe remote mountain road leading from Islamabadthe remote mountain road leading from Islamabadto the hill town of Murree, Pure Life billboards urgeto the hill town of Murree, Pure Life billboards urgedrivers to "drive only Nestle Pure Life." At smalldrivers to "drive only Nestle Pure Life." At smallstores along the way, a flurry of banners proclaim:stores along the way, a flurry of banners proclaim:"Pure Safety, Pure Trust. The ideal water. From"Pure Safety, Pure Trust. The ideal water. FromNestle with love."Nestle with love."

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Background of the problemBackground of the problem

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Phases of Nestlé's Pure LifePhases of Nestlé's Pure Life

AWARENESS CAMPAIGN(INCREASE BRAND DEPTH)

PHASE #1

INCREASE THE USAGE

(INCREASE BRAND BREATH)PHASE #2

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Findings of the research after Findings of the research after

phase 1phase 1

NPL is the obvious choice.NPL is the obvious choice.

Users non-users both declare reasons like;Users non-users both declare reasons like; Nestlé is a well known nameNestlé is a well known name We trust its qualityWe trust its quality It’s a multi-national companyIt’s a multi-national company

AVA is the second choiceAVA is the second choice

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PURE LIFE and NESTLÉPURE LIFE and NESTLÉ Nestlé mineral water is predominant, andNestlé mineral water is predominant, and

“Pure Life” has yet to gain parity with“Pure Life” has yet to gain parity with

Nestlé in the consumers mind.Nestlé in the consumers mind.

NPL TRIALNPL TRIAL Almost all participants had tried Pure Life,Almost all participants had tried Pure Life,

at least once. It was rated highly on taste,at least once. It was rated highly on taste,bottle and brand presentationbottle and brand presentation

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Nestle pure life (NPL) has done its phase 1Nestle pure life (NPL) has done its phase 1

successfully.successfully.

In the 2In the 2ndnd phase they came up with a new advertisingphase they came up with a new advertisingcampaign. In which they had developed 4 print ads.campaign. In which they had developed 4 print ads.

Just two days before the launch of the campaign theJust two days before the launch of the campaign theobjection was raised by two members of the executiveobjection was raised by two members of the executive

board at the final approval. The objection was that its notboard at the final approval. The objection was that its notappropriate to launch such type of campaign.appropriate to launch such type of campaign.

They have decided it has to be pre-tested before theThey have decided it has to be pre-tested before thelaunch.launch.

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Research objectivesResearch objectives Nestlé's primary objective is to carve outNestlé's primary objective is to carve out

the message comprehension of thethe message comprehension of thecampaign.campaign.

To seek out the primary and theTo seek out the primary and thesecondary message of the campaign.secondary message of the campaign.

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Statement of the problemStatement of the problem

The sidelining of the Pure Life brand in theThe sidelining of the Pure Life brand in theawareness campaignawareness campaign

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Research designResearch design

Descriptive research design.Descriptive research design.

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MethodologyMethodology

Focus groupFocus group

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Sample SizeSample Size

100 respondents100 respondents50 females age (18-25)50 females age (18-25)

50 males age (18-30)50 males age (18-30)

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Time periodTime period

3 DAYS3 DAYS

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BUDGETBUDGET

Rs. 100,000Rs. 100,000

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FINDINGS OF THE PRETESTFINDINGS OF THE PRETEST

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Findings of the pretestFindings of the pretest

MESSAGE COMPREHENSIONMESSAGE COMPREHENSION The campaign very effectively conveys theThe campaign very effectively conveys the

idea/message.idea/message.

Primary Message Received Primary Message Received

NPL is good for healthNPL is good for health

Secondary Message Received Secondary Message Received NPL is hygienic and germ free.NPL is hygienic and germ free.

Drink NPL and feel freshDrink NPL and feel fresh

Everybody can/should drink NPLEverybody can/should drink NPL

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LIKEABILITY OF ASPIRATIONALLIKEABILITY OF ASPIRATIONALIMAGESIMAGES

Some ads received an above averageSome ads received an above averagerating while mostly the results wererating while mostly the results werebetween “Neither like nor dislike” and “justbetween “Neither like nor dislike” and “just

like”. (Ads receiving high ratings werelike”. (Ads receiving high ratings were6,9,1 and 10)6,9,1 and 10)

LIKEABILITY OF LESS AFFLUENTLIKEABILITY OF LESS AFFLUENTIMAGESIMAGES

Some ads received an above averageSome ads received an above averagerating while mostly the results wererating while mostly the results werebetween “Neither like nor dislike” andbetween “Neither like nor dislike” and

“dislike”.“dislike”.

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8/8/2019 Nestle - Zaka (68)


The comprehendedThe comprehended

Piyo aur jiyo!Piyo aur jiyo!

Is for long lifeIs for long life

Is for healthIs for health

Idea is goodIdea is good Can be used in franknessCan be used in frankness

Among friendsAmong friends

It is humorousIt is humorous

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CRITICISMCRITICISM

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CRITICISMCRITICISM

It is a bit over It is a bit over

Not appropriate for mineral water Not appropriate for mineral water

PIYO AUR JIYO! A BIT OF APIYO AUR JIYO! A BIT OF A

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PIYO AUR JIYO! – A BIT OF APIYO AUR JIYO! – A BIT OF ARISQUERISQUE

Some perceived the statement as linked withSome perceived the statement as linked withconsumption of alcoholconsumption of alcohol

Piyo aur Jiyo! was perceived to be youthPiyo aur Jiyo! was perceived to be youth

oriented by the middle class.oriented by the middle class. It is funnyIt is funny Is a male thingIs a male thing Is a student thingIs a student thing

It is like if you don’t have it your life is in danger It is like if you don’t have it your life is in danger Lacks logic and decencyLacks logic and decency Only teens can say it.Only teens can say it.

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PREFERED SCRIPTPREFERED SCRIPT

The English type was preferred over theThe English type was preferred over theUrdu type.Urdu type.

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TINKERING WITH NESTLÉTINKERING WITH NESTLÉIMAGEIMAGE

Nestlé is perceived as a top class brand.Nestlé is perceived as a top class brand.

The line Piyo aur jiyo could be tinkeringThe line Piyo aur jiyo could be tinkeringwith the image.with the image.

The ads were perceived not in line withThe ads were perceived not in line with

Nestlé image.Nestlé image. Nescafe ads are more in line with theNescafe ads are more in line with the

imageimage

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SUGGESTIONSSUGGESTIONS

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SUGGESTIONS FROMSUGGESTIONS FROMTEENAGERSTEENAGERS

In order to change habits and opinions, addressIn order to change habits and opinions, addresshard facts in adshard facts in ads

Educate peopleEducate people Use scientific, logical approachUse scientific, logical approach Discuss cost-benefit analysisDiscuss cost-benefit analysis Do not try to glamorize like Coca-cola or PepsiDo not try to glamorize like Coca-cola or Pepsi

The cap should be removed from the bottle inThe cap should be removed from the bottle invisualsvisuals The bottle should not be shown in fullThe bottle should not be shown in full

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PERSUASIVENESSPERSUASIVENESS

It is just a visual stimulusIt is just a visual stimulus

Won’t affect us to go and purchaseWon’t affect us to go and purchase

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CONCLUSIONCONCLUSION

CONCLUSION ANDCONCLUSION AND

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CONCLUSION ANDCONCLUSION ANDIMPLICATIONSIMPLICATIONS

Efforts to increase consumer brand width of NPL areEfforts to increase consumer brand width of NPL areextremely validextremely valid

How this is done is the main questionHow this is done is the main question Does the target segment perceive NPL consumption asDoes the target segment perceive NPL consumption as

light hearted and casual?light hearted and casual? Not quiteNot quite They still seem to need more direct advocacy onThey still seem to need more direct advocacy on

benefits-preliminary health relatedbenefits-preliminary health related Pre-testing results indicate that there are no problemsPre-testing results indicate that there are no problems

with the overall conceptwith the overall concept In fact, some of the visuals are definitely strong andIn fact, some of the visuals are definitely strong andcreate a positive impactcreate a positive impact

They can surely be used to convey the messageThey can surely be used to convey the message

8/8/2019 Nestle - Zaka (68)


CONT………..CONT………..

Others that are seen as static, lacking emotion,Others that are seen as static, lacking emotion,movement or depth could be discardedmovement or depth could be discarded

Never the less, liking for the line Piyo aur jiyo! Is found toNever the less, liking for the line Piyo aur jiyo! Is found tovary markedly among gender and age segmentsvary markedly among gender and age segments

Female adults appreciate the line better than male adultsFemale adults appreciate the line better than male adultsand male/female teenagersand male/female teenagers

To some the slogan singles a definite shift in approachTo some the slogan singles a definite shift in approach If the idea is to bring the B/C segment in its fold, then theIf the idea is to bring the B/C segment in its fold, then the

research data indicates that the slogan could be slightlyresearch data indicates that the slogan could be slightly

missing the mark specially for males and teenagersmissing the mark specially for males and teenagers

How it is improved and made more effective is a job for How it is improved and made more effective is a job for the creative.the creative.

It might help if it is toned down, or supported first with aIt might help if it is toned down, or supported first with amore powerful, textual framework such as a vibrant TVCmore powerful, textual framework such as a vibrant TVC

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Finished adsFinished ads

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Profile of the companyProfile of the company

Pakistan chapter of Publicis, a French communicationPakistan chapter of Publicis, a French communicationgroup, is ranked as 6th largest communication groupgroup, is ranked as 6th largest communication groupand the 4th largest media-consultancy and buyingand the 4th largest media-consultancy and buyinggroup in the world. Publicis is accomplished in allgroup in the world. Publicis is accomplished in alltypes of communications tools and techniquestypes of communications tools and techniques

making them available to promote the brands andmaking them available to promote the brands andproducts in innovative ways. The strategic aim of products in innovative ways. The strategic aim of Publicis Pakistan is to service the globally alignedPublicis Pakistan is to service the globally alignedNestlé account. The account management team onNestlé account. The account management team onNestlé is controlled from Dubai, reporting concurrentlyNestlé is controlled from Dubai, reporting concurrently

to Paris. The company’s head office is based into Paris. The company’s head office is based inLahore due to Nestlé operations/marketingLahore due to Nestlé operations/marketing..

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Fawad M. Janjua - Account Director [BAT]Fawad M. Janjua - Account Director [BAT]

IAL - Pakistan.IAL - Pakistan.

Phone [92 21] 568 9727 & 568 3032Phone [92 21] 568 9727 & 568 3032

Direct [92 21] 568 8890Direct [92 21] 568 8890

Fax [92 21] 568 3279Fax [92 21] 568 3279

EmailEmail [email protected]@cyber.net.pk [email protected]@hotmail.com

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Nestle - Zaka (68)

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