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Product Positioning:

In marketing,positioning has come to mean the process by which marketers try to create an

image or identity in the minds of their target market for its product, brand, or organization.

Nestle Waters Preface:

Nestle is the biggest fish in the pond. Based in

Switzerland, Nestle is the world's 53rd biggest

corporation and the world's largest producer of food and

bottled water, according to industry data.

Nestle controls about one-third of the global bottled

water market. The company produces 75 different labelsof bottled water at 103 factories in 36 countries.

Product Attributes:

Nestle Pure Life is a pure, safe and healthy, colorless and odorless drinking water with a

pleasant taste.NESTLE PURE LIFE is guaranteed by a specific production process carried out

under strict hygiene conditions which ensures that the quality of the water is preserved right up

to the place where you buy it.

By Product or Service Class:

In 2000, NESTL Pure Life established a successful Home and Office (H&O) delivery service

in Pakistan, which has substantially grown ever since and has come to dominate the 5- gallon

market.

Successful marketing and sales strategies offer greater convenience and better value to the

consumers. As compare to the competitors there are few those are selling 5-gallon water bottle

but they have not the high market concentration the coverage area of Nestle in Pakistan is fully

covered by its Distribution Channel.

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By Competitor:

NESTLE Water Pakistan has mainly three competitors in Pakistan those are Aquafina, Kinley

and Sufi Waters. These three companies are targeting customers of The Upper and Middle Class

People Who Are Health Conscious. Rest of the companies targeting lower and middle class. But

before thinking to compete the Nestle in the market its enormous to see the coverage area and

brand name of nestle.

Its in the theory of business the company who enters first in the market makes its impression

on the consumers. Same is the case with nestle it was first bottle water company in Pakistan.

The holding power of nestle can be view by its share in the market. The total Market Shares are

9,072,000 and the following shows individual share holdings in market:

NESTLE 2,903,040

AQUAFINA 1,995,849

SUFI 4,53,600

KINLEY 1,451,520

OTHER 2,268,000

By Price or Quality:

Nestle pure life is brand pricing through which it provides functional and psychological

satisfaction to its target customer. The pricing strategy of Nestle Pure Life is market skimming.

Tough Competition from Aquafina and Kinley. Nestl expected the brand to become the first

truly global bottled water brand, with plans to develop the brand into the world's leading bottled

water by 2010.

The Bottom Line:

What does create an environment for success is providing consumers with products that are

different than other options, creating competitive advantages. The advantage can be time saved,money saved, enhanced performance, a new taste, a new image, packaging changes, etc

People don't want simply to buy the product; they want to have empathy with the company too.

Anita Roddick

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