To examine the markets in which my chosen product Nestle’s “Fruita Vitals” operated in, I

visited a total of 10 markets belonging to Class A, B and C in different areas and questioned
sales persons and shop keepers about the price, demand, distribution, ATL and BTL marketing
and competition faced by Fruita Vitals.

Nestlé Fruita Vitals is a range of premium Juices and Nectars from Nestlé. With a large variety of
delicious flavors, Apple, Red Grapes, Orange, Pine Apple, Mango Chaunsa, Guava and Peach,
consumers get a rage that delights different taste palates. Nestlé Frujta Vitals is currently the
market leader of the juices and nectars category in Pakistan. Nestlé has re-launched Nestlé
Fruita Vitals in premium Prisma packaging format. This is the first time that this new attractive
packaging is being launched in Pakistan.

Below is presented the information that I was able to collect and analyse from the marketing
visits.

CLASS A MARKETS

I visited four SEC A markets, namely; Imtiaz Store Bahadurabad, Naheed Supermarket, Agha’s
Supermarket, and EBCO Supermarket in The Forum.

The markets were well maintained, properly lighted, sophisticated, had proper inventory control
and payment systems.

Naheed Super market

Naheed Supermarket has a multistory building with different floors for different categories of
items. Its food and grocery items were located in the basement. It had proper trolleys for
customers and adequate space to move. IT was properly lighted and air conditioned and had a
soft feel to it. In other words, one felt comfortable and at ease shopping there and there were
several salespersons to guide.

Naheed Supermarket had Nestle Fruita Vitals in its juices category on its shelf amongst the
juices of several other local and international brand such as Rani juice, Ceres juice, Lacnor juice,
Shezan All pure, Nada juice, Masafi juice, Fawakeh, Best-in and Just Juice.

Nestle Fruita Vitals were placed in a prominent position in the middle shelf which could be seen
easily and reached easily as well. It was not placed in a separate stand of nestle unlike Shezan’s
juices. The shelf had prominent tags reading “grab health” and “dil se”. All its flavors were
available. The recently launched new flavor “Berrylicious” was also available.

The price was Rs. 120 whereas the price of Nestle’s nesfruta juices was RS, 85. However the
sales person informed that Nestle Fruita vitals had the highest demand at Naheed superstore
seconded by Lacnor’s juices which is an international brand. I was told that after the relaunch of
the new prisma packing, Netle’s Fruita Vitals’ demand had increased.

Fruita Vitals is restocked weekly at Naheed’s. The sales man places the order at Nestle’s
distributor and the distributor comes with new stock weekly. The distributor is “Galaxy
Distributors” appointed by Nestle for the task. However I also got to know that other juices,
mostly international ones weren’t stocked weekly, but on a monthly basis. Orange was the
most popular Fruita Vitals flavor among the customers at Naheed.

There were numerous other juices of different competing brands. Olfrute by Engro Foods is the
newest competitor of Fruita Vitals with good demand but lesser than Nestle’s.

In response to my questions regarding any fluctuations in demand of Fruita Vitals, I was told
that demand of all juices this month has declined because of the change in season, the season
has turned a bit cold and people are prone to viral infections thus people are avoiding
consumption of juices in this weather.
EBCO Supermarket
EBCO is located at THE FORUM shopping mall. It is a big, sophisticated superstore with proper
lighting and air conditioning catering to people of SEC A. At noon there were very few people
there however, there were several sales persons there.

The management at EBCO was quite hesitant to answer any questions. However I observed the
environment at the store in which Nestle Fruita Vitals was sold. Just like Naheed Fruita Vitals
juices were placed on EBCO’s own shelf in the middle among juices of other brands. However
there was fewer variety of juices at EBCO. The juices of other brands which were available were
Olfrute, Stute, Compal, Ceres, Ribena, Delmonte, Lacnor, Elmenhorster and Masafi. Here also
Fruita Vitals were available in all flavours at Rs.120. while Lacnor was available for Rs. 135 and
Ceres for Rs. 225.

I just got to know that Lacnor was sold the most in imported juices category while Fruita Vitals
was the most popular in local juices category. The management at EBCO wasn’t very
cooperative thus I wasn’t able to obtain information about the level of distribution and about
the who is delivering the brand.

Agha’s Supermarket
Before I entered Agha’s supermarket, the first thing I noticed was a big banner of Nestle Fruita
vitals’ berrylicious flavor. This is an example of BTL advertising carried out by Nestle.
In comparison to EBCO at Forum, Agha’s super market was overcrowded and its management
and sales staff were very cooperative. Due to the rush, it was difficult to move at Agha’s
however there was suitable lighting and air conditioning and even soft music was playing in the
background.

Fruita vitals were placed in a prominent place on a shelf among other juices however there was
a condola rack provided by Nestle to Agha’s which contained packs of Nestle’s new flavor :
Berrylicious.

Of all the places I visited, Agha’s had the greatest number of juices. The other brands of juices
were Lacnor, Masafi, Elmenhorster, Vimto, Al Rabie, Best-in, Del Monte, Sun Exotic, Ribena, Al
Marai, Ceres, Compal, Olfrute, Stute, Soyfresh, Slice juice and Rani tins. Under the shelf of the
big packs of juices were placed small Rs. 25 packs of Fruita Vitals.

The most running brand in the category of juices was Fruita Vitals at Rs. 120. The second was
Lacnor which was priced at Rs. 135. Ceres was a new brand but it hadn’t affected sales of Fruita
Vitals at all. The sales of Nestle’s juices had increased after the change in packaging. Moreover
when I asked about and special discounts or allowances, I was told that in Ramazan, Fruita Vitals
had introduced the offer of giving a glass free on purchase of two RS. 120 packs of Fruita Vitals.

The sales person wasn’t able to give me the name of their distributor, however he told me that
Nestle’s distributors are given an order as to how much packets need to be provided to Agha’s.
The distributors then drop the required amount of juice packets at Agha’s warehouse from
where Agha’s supermarket’s own trucks bring and deliver the juice packets to the store weekly.
International juices were restocked only monthly or twice a month. Local juices were restocked
weekly.

A trolley at Agha’s was full of juices of Fruita Vitals, which proved high demand for the juice.
CLASS B MARKETS

Family Supermarket and Pharmacy Bahadurabad

This store was located at Bahadurabad amongst several other stores. When I walked straight
inside I could see packs of Fruita Vitals on a prominent and easily reachable middle shelf along
with other juices such as FRESHER, Olfrute, Shangrila Fruity-o.

As with all stores, here also Nestle was sold at Rs. 120. The tags here placed said:

Here also Fruita Vitals were the most selling juices of the store and they were supplied weekly
by Nestle’s distributors when order was placed by the sales staff. Olfrute was the competitor
and the newest entrant but as told by the sales person, Olfrute hadn’t affected Fruita Vitals’
sales at all. When I asked, I was told, that any new campaign of Fruita Vitals, doesnt induce
more interest among customers and sales also don’t rise.

Nestle hadn’t offered any product discounts or allowances. But they claimed that Fruita Vitals
had better taste than Nesfruta so they were sold more.

Also the sales person said that the management of the store placed orders at Nestle and
Nestle’s distributors then delivered the brand to the store weekly.
Ali General Store
This store was crowded at evening and customers were purchasing different items of everyday
use. At this store, Fruita Vitals were placed on a shelf in almost all flavours. The price charged
was RS.120. Small packs were also available but they were kept in a fridge.

Here the variety of juices that were present in comparison to Class A supermarkets was low. At
this store, Olfrute, Nesfruta, Pakola milk, Mainute maid and Slice juice were available. The sales
person said that the demand for Fruita Vitals and Nesfruta were equal. And Fruita Vitals were
demanded more in small Rs.25 packs by the customers. Olfrute was a good running brand as
well however one sales person remarked that its taste was almost like Fruita Vitals but it had
lower level of demand than Fruita Vitals. But he had no idea of any of Nestle’s trade discount or
allowances.

The salesperson said that when the new packaging of Nestle had been relaunched, its demand
had increased reapidly. However he said that any new marketing campaign of Fruita Vitals
induces little sales or interest if any.

The shopkeeper said that Frutia Vitals was delivered to the store weekly after the store placed
the order. Nestle’s distributor delivered the juices weekly directly to the store.

S. S. Superstore and Medicos

This was a medium sized store, with little customers at evening. It was adequately lighted and
there were 2 salespersons. Its large juice packs were placed the shop’s rack whereas its small
juice packs were placed inside the fridge of some other company.

Here also the price of the large pac;

The most running brand in the category was Fruita Vitals. Other substitutes were Olfrute, Slice,
Minute Maid, Shezan juice, Shangrila Fruity-O.

Fruita Vitals had highest demand at this store as well. As this shop was located quite near to a
small school, the sales person commented that demand for small packs of Fruita Vitals was high
among youngsters. At, this shop, after the new packaging, demand for Nestle juices has risen.
However after that any new sales campaign hadn’t resulted in any increase in sales.

The offer of any discount or allowance was unheard of. Nestle’s distributors deliver the juices to
the shop upon order weekly.

786 General Store

This store was a little big as compared to other C market shops. The variety here was a little
different from that of other Class B shops. It had Shezan twist, Rani elixir, Shezan Allpure, Tops,
Slice, apkola Milk, Rani juice and Ripe juice. The price of Fruita Vitals was the same as that other
shops.

However, I noticed that Nestle had provided its own fridge to this shop which was full of Fruita
Vitals, Nestle and Nestle mineral water as well. Nstle was available in both large and small
packs. But it was surprising to hear from the sales person that Nesfruta juices were most
popular.

Every week here the distributor of Nestle delivers the stock weekly that Is ordered. There had
been no discount offers.

CLASS C MARKETS

Makki Bakers and Stationers (APWA)

This shop not only had food items, but it also had stationery items and printing facility. It had no
lights switched on during the day. And no customers were there when I went there. At this
store, there were only few packets of Fruita Vitals available (less than 10). The shopkeeper
awaited delivery. This shop had less variety of juices of other brands which were also available
in limited quantity. The other brands of juices were Rani(Rs.45), Fresher (Rs.30) and Apple malt.
The shopkeeper said that the reason for limited quantity was limited demand for juices in
customers who came at his shop. Fruita Vitals has the highest demand amongst juices but the
demand for Cold drinks is highest, the shopkeeper claimed. The shopkeeper said wasn’t aware
of any new entrant in the category of juices.

All the juices and drinks were kept in Coca Cola fridge but still the fridge seemed empty. The
shop had only small packets of juices available. Fruita Vitals was the cheapest brand of juices
available at Rs 25.

The shopkeeper said that any new marketing campaign did induce interest in customers which
led to rise in sales for a short span of time only. The juices were brought to the shop weekly by
Nestle’s distributor Kolachi, when the shopkeeper placed an order.

Naeem Shah Store

This store was very small. It had juices, milks, confectionery items, snacks etc. but in limited
quantity. There was inadequate light and improper ventilation.

At this store I couldn’t see any packs of Nestle Fruita Vitals and when I asked the shopkeeper
about it, he claimed that he kept few stocks of Fruita Vitals and the previous stock had finished
and he was awaiting delivery of the new stock. Fruita Vitals has good demand he claimed,
especially after the introduction of the new packaging. The shopkeeper said that Nestle Fruita
Vitals were distributed at his shop by Nestle’s distributor and he failed to give me the name of
the distributor.

At this store, only a few packs of other juices or drinks could be seen such as Fanta, Nmda fruit
drink, Redbull and Fresher. There was no proper place to keep juices thus all the juices were
kept in a single Coca Cola’s Retail Drinks Display Fridge Chiller and were lying haphazardly.

He claimed that he kept only small packs of Nestle Fruita Vitals which sold for Rs.25. Nestle
hadn’t provided and trade discount. He declared that advertising campaigns didn’t have any
effect on sales of Fruita Vitals.

E Pharma medical Store

This shop was better lighted than others in C category. It had a shopkeeper and a salesperson
who were quite cooperative. The shop had biscuits, chips, juices, chocolates and medicines.

The shop had an almost empty fridge of Coca Cola, inside which some packets of Nestle Fruita
Vitals(Rs. 25), Fresher(Rs. 30) and Frooto(RS 12) and Pakola milk juices(Rs. 15) were kept. Frooto
and Pakola were the most popular at this shop. The shop didn’t have any Olfrute juices as the
shopkeeper claimed that Olfrute didn’t have any demand.

The shopkeeper said that until now Nestle had provided any discount or allowance on Fruita
Vitals and companies provide such discounts only in off seasons when demand for products is at
its lowest. He claimed demand for Fruita Vitals will be at its lowest in December-January but he
doubts that any trade discount or sales allowance will be offered.

The shopkeeper said that any new campaign induced interest in customers and increased sales
only till the time that customers remembered the female model in the ad.

Regarding distribution, he said order is placed based on demand and supply. He places orders
with Nestle and the distributor Kolachi delivers the required stock weekly. Since some time no
rise in demand of any food product has been witnessed as was claimed by the shopkeeper
because according to him people have become tasteless due to disturbing city conditions.