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Nestlé Pure Life 4Ps Marketing Strategy

Nestlé Pure Life (NPL) uses a 4 P's marketing strategy. For product, NPL is positioned as safe, pure, refreshing and healthy water. The product line has expanded to include smaller bottle sizes. For pricing, NPL maintains a single price across Pakistan and offers trade discounts. The higher price reflects the high quality. For placement, NPL uses an intensive distribution strategy through producers, wholesalers and retailers to consumers. For promotion, NPL sponsors educational and sports events and uses public relations through newsletters, reports and charitable donations. Quality is the cornerstone of NPL's success.

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Marie Noël
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232 views2 pages

Nestlé Pure Life 4Ps Marketing Strategy

Nestlé Pure Life (NPL) uses a 4 P's marketing strategy. For product, NPL is positioned as safe, pure, refreshing and healthy water. The product line has expanded to include smaller bottle sizes. For pricing, NPL maintains a single price across Pakistan and offers trade discounts. The higher price reflects the high quality. For placement, NPL uses an intensive distribution strategy through producers, wholesalers and retailers to consumers. For promotion, NPL sponsors educational and sports events and uses public relations through newsletters, reports and charitable donations. Quality is the cornerstone of NPL's success.

Uploaded by

Marie Noël
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Marketing Mix-4p’s Strategy of Nestlé Pure Life (Npl)

Product Strategy

1. Product Positioning: Product is something that is offered to the market. Nestlé Pure Life (NPL)
product strategy studies show that they are positioning the product with respect to its attributes that
NPL is safe, pure, refreshing and healthy water. 2. Product line expansion: Nestlé also does product
line expansion; recently it has offered a 0.25 liter bottle of NPL in the market. It’s also using the
company name with its product name i.e. Nestlé Pure Life. NPL round shape and elegance of the
bottle are instantly recognizable. Quality is cornerstone of NPL success. Nestle people say: “Quality is
our more successful product and it is key to our success today and tomorrow.”

Pricing Strategy

1. Non-price competition: In Price strategy, Nestle has adopted the strategy of non-price competition.
It is offering one price for NPL to all cities of Pakistan. It also keeps the check on distributors to
maintain single price of NPL. It offers trade discounts to its distributors. 2. Cost Based Pricing: The
cost of production, which stands at the base of all pricing strategy, is well reflected in Nestle Pure Life
price. Its rather higher price relative to other bottled waters can be explained using the Pricing
Strategies Matrix. Since the quality of Nestle Pure Life is very high both from the Company’s and the
consumers’ perspective, the high price justifies itself.

Place of Distribution Strategy

1. Intensive distribution strategy: Placement is the distribution of the product to its customers at right
time, in right quantity, at right price and at right place. To ensure this, channel adopted by the Nestlé
for distribution of NPL is as follows:

Producer Wholesaler Retailer Consumer

NPL comes under the category of Fast Moving Consumer Goods (FMCG), so for this the timely
supply is very important that’s why Nestlé is following intensive distribution strategy.

Promotion Strategies

1. Sponsorship: The Company is actively involved in sponsorship of educational and sports activities.
In particular, the company sponsors Youth Pakhtakor, a young football team, and the friendly
meetings or competitions of that team. Furthermore, outdoor posters and banners, references in
movies and articles have made tens of thousands of people subconsciously aware of Nestle Pure Life
(and other Nestle products).

2. Public relations: For establishing public relations, Nestlé distributes its newsletters, annual reports,
calendars and diaries, lobbying, donation for charitable and civic events. For the victims of 8th
October 2005 earthquake, Nestlé has donated 90 trucks, which were containing different foods items,
and NPL was one of them which are around Rs. 2 Billion. The Nestle organized its teams to distribute
products to the affected areas and all employees contributed from top to bottom.

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