Brand Strategy and Brand Communications of Nestlé Waters

Brand Strategy and Brand Communication of Nestlé Waters

Introduction to Nestlé waters

— Nestlé is the biggest food manufacturing company in the

world, with 29 of its brand having an annual sale of over $1.1 billion and the company a market cap of over $200 billion. Nestlé has a wide collection of products ranging from baby to pet food and from coffee to water (DuBois, 2011)

— The first major brand of Nestlé Water – Valvert – made its

debut in 1992. With this success and subsequent expansion, Nestlé waters is now a major global brand (Nestlé waters, 2012:8)

Objectives of Nestlé

— Nestlé's objective is to be the

leader in nutrition, health and wellness, and the industry’s reference for financial performance, trusted by all stakeholders (Nestlé, 2014)

Nestlé Roadmap to Good Food, Good Life – Source: www.nestle.com

— This objective is made possible by its adherence to the principles of ‘Creating Shared Values’, which forms its growth drivers; ‘ComplianceSustainability’ Culture, which and forms its operational which pillars and ‘Nestlé's Values Principles’, forms its unparalleled

competitive advantage. (Nestlé, 2014)

Product Summary

— Natural mineral, Spring and Prepared water make-up its

brand portfolio

Ø Natural mineral water is obtained directly from protected underground sources and packaged at source Ø Spring water is defined by origin of the water source Ø Prepared water is subjected to modification treatments to comply with drinking water regulations (Nestlé waters, 2014) — All Nestlé water categories are shown on packaging labels for easy identification by consumers

Segmentation Analysis

— Accurate database difficulties notwithstanding, Nestlé’s

segmentation pattern generally falls within the following criteria: market strategy is to reach as many people as possible.

— Demography – Water is consumed by everyone. Nestlé's

The world is the market limit!

— Geography – In order to achieve this reach, the company

hopes to...