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
