Nestle Product Analysis

Contents

Introduction and Background 2

International Background 2

The South African Background 2

Introduction to Nestle Pure Life Waters 3

Product Range 4

Still and Sparkling Waters 4

Flavoured Waters 5

Brand identity and Positioning 6

Target Market Analysis 9

Pricing Strategy 12

Table 1: Prices of Nestle Water in Comparason to Competitors 13

Distribution Strategies 14

Intensive Distribution 14

Selective Distribution 14

Exclusive Distribution 14

Promotional efforts 15

Website Launch 15

Screen Capture 1: The New Nestle Website 15

Water Education of Teachers (wet) 16

Screen Capture 2: The Project Wet Website 16

Corporate social investment project 17

Social Networks 18

Screen Capture 3: NESTLE’S Facebook Fan Page 18

Reference List 19

The aim of this assignment is to conduct detailed research and analyze the water product range of Nestle. This will involve a review of Nestlé’s product range and branding, their pricing strategy, distribution strategy as well as their promotional efforts. It is required that the brand is relevant to an 18-24 year old South African Market.

Nestle produces many products ranging from Maggie 2minute Noodles, to chocolates and coffee, baby food, cereal, hot chocolate and ice tea. We have chosen to focus on their Pure Life Water range as the trend of the 18-24 year old market leaning is toward living a healthier lifestyle. Water thus compliments this way of life.

Introduction and Background

Nestle is a nutrition, health and wellness company that is committed to the enhancing of quality of life by helping communities in which it operates to meet basic and essential human needs (Nestle SA, 2010). According to the Nestle Nutrient Institute Africa (2010) Nestlé has aimed to use its resources, skills and technology to discover solutions to many socio-economic challenges that communities face. Many communities are confronted by challenges such as poor sanitation, lack of clean drinking water,...