Brand Audit of Nestle Pure Life

by NYDAQ in Activism, April 19, 2011

Nestle is the leading FMCG company of Switzerland established by Henri Nestle. Nestle is serving worldwide with its more than 500 factories in 86 countries comprising almost all continents. Nestlé’s product portfolio is more than 500 products all over the world serving best to their customers. Henri Nestlé endowed his company with the symbol derived from his name. His family coat of arms, the nest with a mother bird protecting her young, became the Company’s logo and a symbol of the Company’s care and attitude to life-long nutrition.

Nestle is the world leader in FMCG industry. People trust on the products launched by the company even the product is facing some problems. Nestle pure life is doing its job good but now the perception of consumers are changing because of health and safety issues e.g. it is assumed now that original nestle pure life is not available and there are various fake manufacturers who are selling tap water under the name of nestle. They are mixing unhygienic things which can cause damage to customer’s health. When informal interviews were conducted with customers they told that they can observer very clearly dust particles in Nestle mineral water when you keep it in sunlight. This is the main threat to nestle pure life. Now they have to do more effort to make position strong in market because when you lose your image in customer’s eye then it is difficult to renew it.

On the other hand consumers have very high brand equity of nestle pure life in their minds. Consumers appreciate the variety of sizes in which Nestle Pure Life. Users & non-users both declare that;

l Nestle is a well known name

l We trust its quality

l It’s a multi-national company

In interviews consumers also told that they think that people who use nestle pure life are:

l Smarter

l Immune

l Strong

The management of nestle is committed to fulfill its promise. NESTLE’s Pure Life Bottled Drinking Water promises a healthy and safe way of quenching the thirst. The products’ catch phrase ‘Pure Life’ says it all. Customer’s satisfaction is guaranteed by a high standard of production, quality and offering convenience though a widest possible range of bottled waters and distribution though a multiple trade channels!