The 4Ps for Nestle Pure Life
The Product
Nestle Pure Life is a big brand that has dominated the market in its operational years because of the satisfactory product mix developed by the company. During its infancy, the company was only offering water in two forms, which include sparkling and flavored mineral water. Because of the customer preferences over the years, the company discovered that consumers preferred sparkling water to flavored water. Therefore, they settled on manufacturing still and sparkling water in large quantity, an approach that was aimed at boosting the revenues.
The Price
The pricing is usually set depending on the water quality of the various brands that the company presents to the market. The company has a big reputation and, therefore, dictates the price by setting them higher compared to the competitors’ prices. In fact, the rationale for higher prices is anchored on the quality product offered by the company, a situation that strikes the balance between the profit-making and satisfaction of the customers. Another aspect that has assisted the company in setting higher prices is through packaging strategies. In fact, every brand has its appealing design that attracts and entices the customer, a strategy that gives an edge over its rivals.
The Promotion
Promoting the products is a core value for the company in expanding its market territory. The Nestle Pure Life embraces this aspect and the company initiates promotion activities that are aimed at reaching out to more customers. In this aspect, they have collected information and facts about their product in the market, a situation that enhances their viewpoint for success. Through the initiative, they have established a close relationship with their consumers and won many loyal customers. They have other projects, which include conserving the environment, emphasizing on healthy living and how their product can help in promoting health. Therefore, those projects play a fundamental role in advertising their product. In essence, the company has been able to dominate the market, especially in the bottled water industry, an aspect that increases their revenue and build their reputation.
Channels
As the world embraces technology, so does the company. Indeed, Nestle Pure Life has increased its advertising platform by embracing social media platforms, including the Facebook pages where the company representatives interact with the customers by answering their questions. Nevertheless, video commercials remain the most applied advertisement strategy for the company.
The Detox Water 4Ps
The Product
The Detox water can be consumed as a normal drink in a typical day. It is healthy organic water with a fruity taste and low calorie and low sugar. The bottles are shaped in a way that they are easier to hold, and the color of the vegetables and fresh fruits can be seen in the transparent 500ml bottle. Other extras that will exist on the bottle include the nutritional facts, fitness and health tips the logo.
The Price
Our product is relatively new and unique. Therefore, pricing is a bit challenging. However, the price tag can be borrowed from the Masafi flavored water, which is the only product in the entire UAE that is similar to the Detox Water. Therefore, the price was arbitrarily chosen for this product and was set at AED 10. In fact, the consumer behavior dictates that high priced commodities are perceived to have higher quality. In addition, the rationale for the prices was set having the sports enthusiast in mind because they evaluate their product according to the quality and not the price. Still, the sportsmen and women buy the products that complement their lifestyle regardless of the price. Hence, the product will be appropriate for the sports enthusiast and those individuals who would like to have experiences in something new and refreshing.
The Place
The positioning and pricing of the product will dictate our target place, which will include stores in the local retail shops such as cafes and groceries. The vending machines in sports centers, workplaces, and gyms will be strategic places for distributing our drinks. Finally, the product will be sold to the highest end sports store, including Nike, Puma, and Adidas. Those are the places that will match our required high-quality standards and product image.
The Promotion
Promotion strategies will commence before and after our product is launched. In this aspect, it will increase the awareness to the customers towards our Detox Water, which is organic, high quality and refreshing. Various promotional efforts will be adopted, including TV and other popular platforms in the social media such as the Facebook pages, Twitter handles, and YouTube subscriptions. In the advertisement, the concept of “behold taste” will be adopted where the product will be demonstrated in use, especially in activities such as exercising, studying, working, and other individuals hanging out with their peers enjoying the product. Under those premises, the product will appeal to fitness and health fanatics and all people looking for a refreshing and healthy drink.
Consequently, the political aspect of the advertisement can be adopted because they create excitement and awareness and makes customers shift from another product and start using our product. In this approach, we will apply the current technology of advertisement that uses the 3D expertise where shapes of our product will be displayed in high traffic area. Consequently, the technology will allow the customers to post their pictures while enjoying our product and at the same time receive rewards and free product from our company. Finally, the company will sponsor events, especially sports where our product will be distributed to the participants and the fans to enhance product awareness.
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