Nestle Pure-Life

Vaibhav Mandhyan -37 Vanessa Dalgado -38 Veeral Khoda -41 Vishal Agarwal -43 Ricken Gala -45 Mohit Palesha -46 Pulkit Khandelwal -47

The Indian market is estimated at about Rs 3,000 Crore and is growing at whopping rate of 40 per cent. There are more than 200 bottled water brands in India and among them nearly 80 per cent are local brands. The total annual bottled water consumption in India had tripled to 10 billion liters in 2010 from 5 billion liters in 2004

The market leader is Bisleri International, which boasts a 40 per cent share. It is followed by Coca- Cocas Kinley (around 30 per cent) and PepsiCos Aquafina (around 10 per cent). Pure Life Share 1 per cent. The top players in bottled water industry in India are the major international giants like Bisleri, Coca cola, Pepsi and noticeable presence of national players like Mount Everest, Manikchand, Kingfisher, Mohan Meakins, SKN Breweries , Indian Railways etc

The bottling plants are concentrated in the southern region - of the approximately 1,200 bottling water plants in India, 600 are in Tamil Nadu. Bottled water is sold in a variety of packages: pouches and glasses, 330 ml bottles, 500 ml bottles, one- litre bottles and even 20- to 50-litre bulk water packs. Premium natural mineral water includes brands such as Evian, San Pelligrino and Perrier, which are imported and priced between Rs.80 and Rs.110 a litre. Natural mineral water, with brands such as Himalayan and Catch, is priced around Rs.20 a litre. Packaged drinking water, which is nothing but treated water, is the biggest segment and includes brands such as Parles Bisleri, Coca-Cola's Kinley and PepsiCo's Aquafina.

Feb 2001NESTLE India Ltd. launched `Pure Life', its mass-market bottled water Pure Life aimed at being No 2, within two years It wore "purity" virtually on its sleeve in terms of sporting a tamper-proof hologram Nestle India announced the exit of its mass bottled water brand Pure Life in August 2003.

Pure Life by launching the mass market brand at Rs 12 for a litre. In comparison, Bisleri and Kinley were selling at Rs 10 for one litre and Aquafina was selling at Rs 10 for 700 ml. Says a competitor, In a market as pricesensitive as India, why would anybody pay Rs 2 extra for something as basic as bottled water?

Nestle launched Pure Life with just one production unit in Samalkha in Haryana. And even after two years, the company was attempting to serve the country with that one single plant. Kinley and Aquafina had their distinct advantages they could ride on their cold storage distribution for soft drinks Coke and Pepsi extended the presence of Kinley and Aquafina to out-of-home consumption with a large presence in small and large eating joints that comprise a large part of mineral water sales.

, Pure Life was promoted on the purity plank and targeted families. Purity was not a unique selling pitch most of the players have dabbled with it at one point of time or the other so Nestle modified the positioning in 2002 and repositioned Pure Life on the stay active and fitness platform. But this did not have any impact on sales Its ads, too, were hardly memorable

Pure Life was only available in 1L bottles at first then launched 500ml. Other Companies sold in a variety of packages: pouches and glasses, 330 ml bottles, 500 ml bottles, one- litre bottles and even 20- to 50-litre bulk water packs.

Product: - Packaged drinking water which is currently available in 200 ml. pet Bottles, 200 ml pet Cups, 0.5 Ltr. 1 Ltr., 1.5 Ltr. and 2 Ltr. bottles as well as 20 Ltr. Jars Price : -Going Rate Pricing (Rs 12 at lauch) Place: -It has 4 plants in India at present Haridwar, Pune, Bangalore, Chennai & the packaged drinking water is available in Maharashtra, Gujarat, Goa, Andhra Pradesh, Karnataka, Tamilnadu, Delhi & Uttaranchal. Promotion: - Print and media Ads , Hoardings, Newspaper Ads