ContentsEXECUTIVE SUMMARY.............................................................................................................3

HISTORY........................................................................................................................................4

INTRODUCTION...........................................................................................................................6

Mission Statement...........................................................................................................................9

Vision...............................................................................................................................................9

BRAND SELECTED....................................................................................................................10

SWOT ANALYSIS.......................................................................................................................10

Strengths....................................................................................................................................10

Weaknesses................................................................................................................................11

Opportunities.............................................................................................................................11

Threats.......................................................................................................................................12

Sources of Brand Equity................................................................................................................13

Brand Equity..............................................................................................................................13

Measuring & Monitoring Brand Equity....................................................................................13

Tools & Procedures...................................................................................................................14

Brand name knowledge, awareness, recognition, recall............................................................14

Position understanding...............................................................................................................14

Persona recognition...................................................................................................................14

Segmentation.................................................................................................................................15

Psychographics..............................................................................................................................16

Behavioral Style.............................................................................................................................16

a. Cultural Factors......................................................................................................................17

I. Culture................................................................................................................................17

II. Subculture.........................................................................................................................17

III. Social Class......................................................................................................................17

b. Social Factors.........................................................................................................................18

i. Groups................................................................................................................................18

ii. Family................................................................................................................................18

iii. Roles and Status...............................................................................................................19

c. Personal Factors.....................................................................................................................19

i. Age and Life-Cycle Stage...................................................................................................19

ii. Occupation.........................................................................................................................19

iii. Economic Situation..........................................................................................................20

iv. Lifestyle............................................................................................................................20

v. Personality and Self-Concept............................................................................................20

d. Psychological Factors............................................................................................................20

i. Motivation..........................................................................................................................21

ii. Perception..........................................................................................................................21

iii. Beliefs and Attitudes........................................................................................................21

Targeting........................................................................................................................................22

Positioning.....................................................................................................................................22

Points of Parity..............................................................................................................................23

Points of Differences.....................................................................................................................23

Integrated Marketing Communications.........................................................................................23

Adds in TV channel...................................................................................................................24

News papers...............................................................................................................................24

Billboard....................................................................................................................................24

Areas of Improvement...................................................................................................................25

EXECUTIVE SUMMARY

Nestle foods was established in 1866. Since then it has continued to provide quality products to

its customers with products and packaging innovations. Nestle juices is Pakistan’s number one

and fastest growing food company. The company is trying their level best to differentiate

themselves from other local companies’ and trying to win the competition in juice industry by

adopting the modern trends and technologies in both operational fields as well as in marketing of

their products. In this detailed project we covered all most all the topics related to the

marketing plan. First of all we presented the company’s history and introduction which included

the year of formation and certain steps the resulted in the today’s form of Nestle. We describes

value chain analysis SWOT analysis about nestle juices. We described Sources of brand equity,

Points of Parity and Points of Differences. In our to launch a strong brand we had to

communicate the integrated marketing communication used by the brand and the secondary

brand associations along with areas of improvement in the coming future.

HISTORY

In the 1860s Henri Nestlé, a pharmacist, developed a food for babies who were unable to

breastfeed. His first success was a premature infant who could not tolerate his mother’s milk or

any of the usual substitutes. People quickly recognized the value of the new product, after

Nestlé’s new formula saved the child’s life, and soon, FarineLactée Henri Nestlé was being sold

in much of Europe.

1905-1918

In 1905 Nestlé merged with the Anglo-Swiss Condensed Milk Company. By the early 1900s, the

company was operating factories in the United States, Britain, Germany and Spain. World War I

created new demand for dairy products in the form of government contracts. By the end of the

war, Nestlé’s production had more than doubled.

1918-1938

After the war Government contracts dried up and consumers switched back to fresh milk.

However, Nestlé’s management responded quickly, streamlining operations and reducing debt.

The 1920s saw Nestlé’s first expansion into new products, with chocolate, the Company’s

second most important activity.

1938-1944

Nestlé felt the effects of the World War II immediately. Profits dropped from $20 million in

1938 to $6 million in 1939. Factories were established in developing countries, particularly Latin

America. Ironically, the war helped with the introduction of the Company’s newest product,

Nescafé, which was a staple drink of the US military. Nestlé’s production and sales rose in the

wartime economy.

1944-1975

The end of the World War II was the beginning of a dynamic phase for Nestlé. Growth

accelerated and companies were acquired. In 1947 came the merger with Maggi seasonings and

soups. Crosse & Blackwell followed in 1960, as did Findus (1963), Libby’s (1971) and

Stouffer’s (1973). Diversification came with a shareholding in L’Oréal in 1974.

1975-1981

Nestlé’s growth in the developing world partially offset a slowdown in the Company’s

traditional markets. Nestlé made its second venture outside the food industry by acquiring Alcon

Laboratories Inc.

1975-1981

Nestlé divested a number of businesses 1980/1984. In 1984, Nestlé’s improved bottom line

allowed the Company to launch a new round of acquisitions, the most important being American

food giant Carnation.

1966+

The first half of the 1990s proved to be favorable for Nestlé: trade barriers crumbled and world

markets developed into more or less integrated trading area. Since 1996 there have been

acquisitions including, San Pellegrino (1997), Spillers Pet foods (1998) and Ralston Purina

(2002). There were two major acquisitions in North America, both in 2002: in July, Nestlé

merged its U.S. ice cream business into Dreyer’s, and in August, a USD 2.6 billion acquisition

was announced of Chef America, Inc.

Nestlé Today:

Today, after 142 years it was first used, the nest continues to be the corporate Identity of Nestlé

as the world’s leading Food Company and remains the symbol of quality. Nestlé is the symbol of

quality and commitment in the field of food products. Nestlé is the world’s No. 1 food company.

It is present on all five continents, has an annual turn-over of 70 billion Swiss francs, runs 522

factories in 81 countries, 200 operating companies, 1 basic research center and 20 technological

development groups and has more than 231,000 employees all over the world.

The Company owes its current status to the pioneering spirit inherited from its founders which

continues to inspire it, to its concern with quality and to its constant search for new ways of

satisfying man’s nutritional needs. Whenever possible, it sets up factories locally, employs

personnel from the country concerned and relies on indigenous raw materials.

Its agricultural services provide assistance to improve the quality and yield of the raw materials it

uses. Much attention is devoted to professional training and to the integration of the company

and its economic and social environment.

INTRODUCTIONA well-known brand, FROST was introduced in 1986 and has the largest share of the

countrywide market. Positioned as a cold drink and alternate to cola drinks, its strength lies in the

convenience attached to its usage.

NESTLE FRUITA VITALS

Encouraged by the consumer response to NESTLÉ ORANGE JUICE that was launched in 1996,

the category of NESTLÉ juices was expanded with the introduction of Mango-Orange and

Mango flavors in the year 2000. This has further strengthened the position of Nestlé as leader in

the value added/premium drinks market. Consumer response to these new flavors has been very

upbeat and is expected to gain further. Now Nestlé company have launch following juice brand

in Pakistan.

Indulge in the pure pleasure of a healthy life!

Nestlé brings you a range of juices that will scintillate your taste-buds and add variety to suit

every moment.

NESTLÉ Pure Orange Juice

Oranges are in demand not only for their divine juicy flavor but equally celebrated for their

health benefits. They are naturally low in calories, and excellent source of Fiber and Vitamin C.

Squeezed from the finest handpicked oranges, 100% pure Nestlé Pure Orange Juice has no added

sugar and is a good source of Vitamin C. Having Orange juice everyday is a great way of

strengthening the body resistance against infections and diseases and maintaining a healthy

lifestyle.

NESTLÉ Clear Apple Nectar

Apples have no fat and are cholesterol free. NESTLÉ Clear Apple Nectar is made from the finest

Apples and is 100% clear.

As irresistible as sin itself-give into the anber kick of NESTLÉ Clear Apple Nectar.

NESTLÉ Red Grape Nectar

Grapes also called the ‘queen of fruits’ are known for their great internal body cleansing

properties. They are a good source of Vitamin C and Potassium that plays an important role in

proper heart functioning by regulating blood pressure and heart beat.

Relish the full-bodied, smooth flavor of Nestlé Red Grapes Nectar and let your taste buds soak in

the sensuous richness of Red Grapes.

NESTLÉ Pineapple Nectar

Pineapples are a good source of Vitamin C, an antioxidant that helps fight against free radicals,

one of the main reasons for aging.

Made from premium pineapples, NESTLÉ Pineapple Nectar brings you the exotic taste of

pineapples with a refreshing tropical flavor and is a good source of Vitamin C.

NESTLÉ Mango Orange

Sink into Fruity Refreshment. Feel the burst of fruity fun and discover the flavors of NESTLÉ

Mango & NESTLÉ Mango Orange fruit drink made with the juiciest, sweetest Mangos and racy,

sharp Oranges to sass up your taste buds.

NESTLÉ Chaunsa Nectar

NESTLÉ Chaunsa Nectar is prepared from the finest quality mangoes that are procured from the

best fruit farms. The 100% rich mango nectar is nutritious, refreshing and wonderfully delicious.

It helps to replenish the lost vigor during workouts and enhances your fitness by providing

fortified energy endowed with dietary fiber, Vitamin A, C & E.

NESTLÉ Guava Nectar

A chilled glass of pink NESTLÉ Guava Nectar is not only great tasting but is also wholesome in

antioxidants making it very nutritious. NESTLÉ Guava Nectar is rich in Vitamin A, Vitamin B,

Vitamin C and Niacin and due to excessive fiber content it is an effective fat burner.

NESTLÉ Mango

Feel the burst of fruity fun and discover NESTLÉ Mango fruit drink made with the juiciest,

sweetest mangos to sass up your taste buds.

Now that is a sweet deal!

NESTLÉ Peach Nectar

Peaches are a perfect combination of flavour and nutrition. Their natural fruit goodness, enriched

with Vitamin C, protects the body from free radical damage and helps maintain the immune

system.

Savour the extraordinary flavour of NESTLÉ FRUITA VITALS Peach Nectar; abundant in

Vitamin C. 200ml NESTLÉ FRUITA VITALS Peach Nectar fulfills 33% of your daily Vitamin

C requirement.

Mission Statement “Good food good life”

Build Branded food business to improve quality of life by offering tasty, affordable and highly

nutritional products to our consumers while maximizing stake holder’s value.”

NESTLÉ to be the “Beverage Wellness Champion” offering consumers healthy and refreshing

pleasures of life through a variety of premium juices and nectars.”

VisionExplore all over the worlds-from baker to babies, parents to pet owners single serving to catering

providing for all their needs always with the assurance of outstanding quality

BRAND SELECTEDThe brand that we have selected for the re-branding rationale is “NESTLE FRUITA VITALS”

SWOT ANALYSIS

Strengths1. Company image:

Nestle company has a great image in the mind of people. Nestle company has worldwide

reputation.

2. Quality Concious

Nestle produce a good quality products. It can not compromise on quality.

3. Well-developed strategy

Nestle has recognized there is a right time and place for their product; therefore, their

strategy makes room for adjustments

4. Market Share

Nestle juices has a highest market share i.e. 60% in juices market

5. Good marketing skills and services

Nestle is now a days working on this concept because they want to increase their market

share. They are providing quality products to the customers that include their services and

products.

6. Brand strength

In Pakistan Nestle has some very strong brands like Nescafe, Maggie, Cerelac , Nestle water

and these brands are almost generic to their product categories.

7. Research & Development

Research and development department keeps Nestlé is continuous knowledge about itself

and competitors. It has a competitor advantage because many local juices have no research &

development department

8. Product innovation

The Company has been continuously introducing new products, thus expanding its product

offerings.

9. HR department

Nestle company has a strong HR department.

Weaknesses1. Higher prices

2. Market coverage

Opportunities1. Support foreign investors

Government support foreign investors to invest in Pakistan.

2. Scientifically gas

This is great opportunity for nestle company. Because in coming future nestle take the benefits

of uses the scientifically gas.

3. Changing Social Trend

Consumers in urban areas drink functional drinks on a regular basis as they increasingly adopt

Western lifestyles, especially the younger generation which is hugely influenced by the Western

media. Younger consumers tend to follow Western eating and drinking habits. There was an

increase in demand for functional drinks over the review period.

4. Health conscious

Increasing health and hygiene awareness among Pakistanis has greatly increased sales of fruit/

vegetables juice products. Both the government and the media have started health awareness

campaigns to make Pakistanis realizes that consumption of fruit/ juices is as essential as eating

food. Fruit /juices are doing very well in both urban and rural areas.

5. Global hub

Since manufacturing of some products is cheaper in Pakistan than in other South East Asian

countries.

6. Market growth

Juices market expands very fast. A new research proves that in future every person use 85.5

liters juices per year.

7. Limited options in real fruits juices

Limited options are in locally produced real fruit juices.

Threats1. Government Regulation

They face problem if government employ taxes on them which force them to raise the price of

their product.

2. Increase in competition

There is large competition in juices market

3. Entry barrier

There are no many entry barriers so a large numbers of local juices enter in juices market.

4. Labor cost

Increase labor cost

5. Inflation rate

Increase inflation rate very fast.

Sources of Brand Equity

Brand EquityIt is defined as brand’s power derived from goodwill and name recognition it has earned over

time and which translates into higher sales volume and higher profit margins against competing

brands.

Measuring & Monitoring Brand EquityAt Nestle the management is well aware of the metrics which are being used today by

other companies and realizes that it is important for any business to be able to measure its

performance in an appropriate manner so that strategies can be developed accordingly and

decision makingcan improve.The metrics listed below are used by the different brand teams of

the Nestleportfolio.

Tools & Procedures

Brand name knowledge, awareness, recognition, recallConsumers are asked to identify the brand in various ways and this indicates the strength of the

brand. Tracking reports are created which identify the awareness of Brands along with

consumption of the Nestlé’s brands. 

Position understandingBy administering questionnaires, focus groups and other techniques the target market is asked

questions about the brand’s positioning and selling message. This is done to know if the idea has

been clearly conveyed and if the targeted customers are responding to the marketing campaigns

in the manner desired. It is important for the marketing team to monitor  if a particular campaign

is running successfully or not, and accordingly it decide to either continue the campaign, or

discontinue it, change it.

Persona recognitionThis information is very useful to brand managers at

Nestle as they need to find out how their brand is perceived and whether this needs to be adjusted

or not. For this research agencies carry out focus groups and other techniques on random samples

of the target market asking them various questions and then develop a persona from the answers

obtained. Media tracking takes place here and periodic analysis are conducted to develop the

brand persona and then analyze it.

Segmentation

Demographics

Socio-Economic Class B2, A1 & A2

Age Bracket 12 – 40 years

Gender male & female

Income Rs. 20,000 and above

Occupation students, working women & men

Education School, college graduates and above

Generation Generation X & Y

Table 1: Demographics

Psychographics

Psychographics

Lifestyle sports-oriented, outdoor-oriented

Personality ambitious, habitual, social, outgoing, friendly,

open

User Status potential users, first-time users, regular users

Usage Status medium users & heavy users

Loyalty Status strong & absolute

Readiness Stage unaware, aware, informed, interested, desirous

& intending to buy

Attitude towards the product keen, upbeat, enthusiastic, optimistic &

confident

Table 2: Psychographics

Behavioral StyleFollowing are the behavioral style that influence and affect the final decision making and buying

behavior of the individuals. These are as follows:

a. Cultural

b. Social

c. Personal

d. Psychological

a. Cultural Factors

Cultural factors exert the broadest and deepest influence on consumer behavior. The marketer

needs to understand the role played by the buyer's culture, subculture, and social class.

I. Culture

Culture is the most basic cause of a person's wants and behavior. Human behavior is largely

learned. Growing up in a society, a child learns basic values, perceptions, wants, and behaviors

from the family and other important institutions.

Every group or society has a culture, and cultural influences on buying behavior may vary

greatly from country to country. Failure to adjust to these differences can result in ineffective

marketing.

II. Subculture

Each culture contains smaller subcultures or groups of people with shared value systems based

on common life experiences and situations. Subcultures include nationalities, religions, racial

groups, and geographic regions. Many subcultures make up important market segments, and

marketers often design products and marketing programs tailored to their needs.

III. Social Class

Almost every society has some form of social class structure. Social Classes are society's

relatively permanent and ordered divisions whose members share similar values, interests, and

behaviors. Social class is not determined by a single factor, such as income, but is measured as a

combination of occupation, income, education, wealth, and other variables. Marketers are

interested in social class because people within a given social class tend to exhibit similar buying

behavior. Social classes show distinct product and brand preferences in areas such as clothing,

home furnishings, leisure activity, and automobiles.

b. Social Factors

A consumer's behavior also is influenced by social factors, such as the consumer's small groups,

family, and social roles and status.

i. Groups

Many small groups influence a person’s behavior. Groups that have a direct influence and to

which a person belongs are called membership groups. In contrast, reference groups serve as or

indirect points of comparison or reference in forming a person's attitudes or behavior. Reference

groups to which they do not belong often influence people. Marketers try to identify the

reference groups of their target markets. Reference groups expose a person to new behaviors and

lifestyles, influence the person's attitudes and self-concept, and create pressures to conform that

may affect the person's product and brand choices.

The importance of group influence varies across products and brands. It tends to be strongest

when the product is visible to others whom the buyer respects. Manufacturers of products and

brands subjected to strong group influence must figure out how to reach opinion leaders—people

within a reference group who, because of special skills, knowledge, personality, or other

characteristics, exert influence on others.

Many marketers try to identify opinion leaders for their products and direct marketing efforts

toward them. In other cases, advertisements can simulate opinion leadership, thereby reducing

the need for consumers to seek advice from others.

ii. Family

Family members can strongly influence buyer behavior. The family is the most important

consumer buying organization in society, and it has been researched extensively. Marketers are

interested in the roles and influence of the husband, wife, and children on the purchase of

different products and services.

Husband-wife involvement varies widely by product category and by stage in the buying

process. Buying roles change with evolving consumer lifestyles.

iii. Roles and Status

A person belongs to many groups—family, clubs, organizations. The person's position in each

group can be defined in terms of both role and status. A role consists of the activities people are

expected to perform according to the persons around them.   

c. Personal Factors

A buyer's decisions also are influenced by personal characteristics such as the

buyer's age and lifecycle stage, occupation, economic situation,

lifestyle, and personality and self-concept.

i. Age and Life-Cycle Stage

People change the goods and services they buy over their lifetimes. Tastes in food, clothes,

furniture, and recreation are often age related. Buying is also shaped by the stage of the family

life cycle—the stages through which families might pass as they mature over time.

ii. Occupation

A person's occupation affects the goods and services bought. Blue-collar workers tend to buy

more rough work clothes, whereas white-collar workers buy more business suits. Marketers try

to identify the occupational groups that have an above-average interest in their products and

services.

A company can even specialize in making products needed by a given occupational group. Thus,

computer software companies will design different products for brand managers, accountants,

engineers, lawyers, and doctors.

iii. Economic Situation

A person's economic situation will affect product choice. Marketers of income-sensitive goods

watch trends in personal income, savings, and interest rates. If economic indicators point to a

recession, marketers can take steps to redesign, reposition, and re-price their products closely.

iv. Lifestyle

People coming from the same subculture, social class, and occupation may have quite different

lifestyles. Life style is a person's pattern of living as expressed in his or her psychographics. It

involves measuring consumers' major AIO dimensions—activities (work, hobbies, shopping,

sports, social events), interests (food, fashion, family, recreation), and opinions (about

themselves, social issues, business, products). Lifestyle captures something more than the

person's social class or personality. It profiles a person's whole pattern of acting and interacting

in the world.

v. Personality and Self-Concept

Each person's distinct personality influences his or her buying behavior. Personality refers to the

unique psychological characteristics that lead to relatively consistent and lasting responses to

one's own environment. Personality is usually described in terms of traits such as self-

confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.

Personality can be useful in analyzing consumer behavior for certain product or brand choices.

d. Psychological Factors

A person's buying choices are further influenced by four major psychological

factors: motivation, perception, learning, and beliefs and attitudes.

i. Motivation

A person has many needs at any given time. Some are biological, arising from states of tension

such as hunger, thirst, or discomfort. Others are psychological, arising from the need for

recognition, esteem, or belonging. Most of these needs will not be strong enough to motivate the

person to act at a given point in time.

ii. Perception

A motivated person is ready to act. How the person acts is influenced by his or her own

perception of the situation. All of us learn by the flow of information through our five senses:

sight, hearing, smell, touch, and taste. However, each of us receives, organizes, and interprets

this sensory information in an individual way. Perception is the process by which people select,

organize, and interpret information to form a meaningful picture of the world.

People can form different perceptions of the same stimulus because of three perceptual

processes: selective attention, selective distortion, and selective retention. People are exposed to

a great amount of stimuli every day. For example, the average person may be exposed to more

than 1,500 ads in a single day. It is impossible for a person to pay attention to all these

stimuli. Selective attention—the tendency for people to screen out most of the information to

which they are exposed—means that marketers have to work especially hard to attract the

consumer's attention.

Even noted stimuli do not always come across in the intended way. Each person fits incoming

information into an existing mind-set. Selective distortion describes the tendency of people to

interpret information in a way that will support what they already believe. Selective distortion

means that marketers must try to understand the mind-sets of consumers and how these will

affect interpretations of advertising and sales information.

iii. Beliefs and Attitudes

Through doing and learning, people acquire beliefs and attitudes. These, in turn, influence their

buying behavior. A belief is a descriptive thought that a person has about something. Buying

behavior differs greatly for a tube of toothpaste, a tennis racket, an expensive camera, and a new

car. More complex decisions usually involve more buying participants and more buyer

deliberation. Figure shows types of consumer buying behavior based on the degree of buyer

involvement and the degree of differences among brands.

Targeting Targeting strategy of Nestle Fruita Vitals is differentiation from other brands

Nestle Fruita Vitals targets both the genders male & female.

It targets the youth and the people who want to have refreshment whenever they are

tired in the form of fresh juice which Nestle provides them.

It targets the upper and middle class people who are very health conscious people

and do not compromise on their health.

PositioningBrand Strategy is at the heart of marketing strategy. It is the act of designing the company offer

and image so that it occupies a distinct and valued place in the target customer mind.

Nestlé brings you a range of juices that will scintillate your taste-buds and add variety to suit

every moment. Nestle Fruita Vitals has certainly gotten active on right time. We see great

merchandising at stores by them after the launch of Fruita Vitals and have gotten more active on

television commercials, and billboards are seen all around.

Nestle positioned itself as one of the superior brands in the local market currently. It has

differentiated itself from others by launching its new range of juices under the umbrella of

NESTLE FRUITA VITALS. This has made Nestle a market leader in the fresh juice industry of

Pakistan. People have started to perceive Nestle a brand that matches the quality of imported

juices with almost the same pricing that other imported juices are offering.

Points of Parity High Quality

Quality taste

Tetra packing

Similar Distribution Channel

Points of Differences 100% pure juice

Enhanced nutrition

Revitalizing

Differentiation

Convenient Packaging

High Price

Integrated Marketing CommunicationsNestle company use different sources to communicate their target marketing. Nestle company

use those sources on that the more customer attract like TV,NEWSPAPERS,BILLBORD and

when they lunch any product in juices category they use pamphlets to aware their customer.

When launch the new juice or new sale promotion for the juice then they spread the awareness

about their brand through following communication strategy. Communication objective Nestle

Company use different sources to attract their target customer. The objective of nestle produce

awareness in our customer about new products and also produce awareness to new customer

about nestle Fruita vital. Nestle also tells their customer that nestle provide pure juices to their

customers. Nestle also give the knowledge of nestle fruita vitals that they give you energy and

good taste and good for health Communication strategy of competitor Nestle main competitor is

shezan juice.

Adds in TV channelNestle fruita vital give ads on different TV channel at different time. Nestlé’s marketing team

also keep in mind that their competitors use what channel and what time they give ads. Nestle

management also keep in mind what type of customer they attract and what time they sit before

TV. Nestle fruita vital different time on different channel to keep in mind the target customer TV

watching time. Nestle juices give ads on PTV home, GEO, ARY, Dunya Tv, etc

News papersNestle company advertise fruita vitals through news papers. Large numbers of customers have

reading habits of news papers, so nestle use the media of news papers to attract their customer.

Nestle management also keep in mind that their competitors use what type of news paper and

what time they give their ads. So after all these analysis nestle select DAWN and NAWAE

WAQT. Nestle give their ads on both news paper at the time of Sunday.

BillboardNestle fruita vital attract their customer through billboard. Nestle company select the main city in

country and those places where large numbers of customer easily attract.

Areas of ImprovementNestle can improve itself more by bringing its prices down and sell it on competitive prices in

order to enhance the market share and to capture the lower middle class also. This will surely

increase its sales and it can also tap the uncovered market that will be only covered by low

quality brands such as country, shezan and tops. Nestle being the market leader can surely

penetrate this market and bring out the great deal out of this. Higher prices sometimes discourage

the youth as they are the main target market of the Nestle Fruita Vital because students do not

have that much money to spend on themselves, which mainly makes them lose the major chunk

of potential population that can be their buyer if the prices are slightly lowered down as

compared to other competitors.