Brand research by PCRWR on bottled water dominating in Pakistan!

Pakistan Council of Research in Water Resources is abbreviated as PCRWR. The organization did research on bottled water consuming in Pakistan territory and the results are incalculably alarming. In Pakistan by 2009 there were about 63 bottled water brands in the market positioning them as Pakistan’s no. 1 mineral water. According to the research conducted by PCRWR among 63 the 33 brands declared unsafe for human consumption. This unsafe water has contained dangerous elements either on chemical parameters or microbiological parameters.  By research 22 brands were found unsafe due to the bacteriological contamination & 14 were chemically contaminated.

The results are based on quarterly sampling of bottled water during January-March in the year 2009 and the samples were collected in January from Islamabad, Rawalpindi, Lahore, Bahawalpur, Multan, Peshawar, Quetta, Karachi and Hyderabad. The brands with bacteriological contamination were Elan, Sprinkle, Legend, Alfa, Shahi Avisa, Miracle, Aab-e-Sehat, Keeper, Spring Fresh, DeAar, Asmo, Fresh Lay, Aqua One, Zinpa, Maza, Aspen, Piyass Plus, Pak Crystal, Classic, Aqua Save, Khyber Aqua and Aqua Water. The brands found chemically contaminated were Alfa, Max Fresh, Pak Crystal, Classic, Nation, Avion, Active, Clean Plus, Aqua Clean, Pacific, Cool, Bake Master, Isberg and Droplet. Three brands were found unsafe on both counts — Alfa, Pak Crystal and Classic. It is indeed alarming that bottled/ mineral water is sold at extremely high prices but is unfit for drinking.

One of major misconduct of some of these brands is when a brand was banned because of poor quality; it reappeared under a different label. On the other hand various improved water supply technologies have been developed by the modern world nations which included household connections, public standpipes, boreholes, protected dug-wells, protected springs and rainwater collections but in Pakistan all is in vain. In this situation various problems have arisen-increasing the number of terminal diseases like Hepatitis etc. For those who can afford to avoid this unclean drinking water, bottled water is the only solution.  

The 30 brands declared safe are Gourmet, Berg, Nectar, Nestle, Aquafina, Ripple, Vey, Sparkletts, First Water, Snow Mountain, Pakola Vital, Meme, Kinley, Best Water, Buxton, Culligan, Blue Gold, Better Life, Aqua Link, Natural, Fairmount, Sufi, Unipak Healthy Life, Voila, Pak Pure, Snow Cape, Hamaliyan, Kinza, Golden and Aqua Hygenic. For the interest of the common readers, it may be added here that MNCs engaged in bottled water business are very powerful in our country where there is little room for the rule of law. 

Nestle Cerelac Customer-Based Brand Equity Pyramid (CBBE)

CBBE has bottom to top 4-levels as: 

1 – Level: Salience

Salience means awareness. Nestle Cerelac has high brand awareness among its customers. This awareness includes information as it is commonly used for babies as a nutritious food. It is available in various new tastes and new textures along with a reasonable assortment (350gm, 175gm and 25gm sachet pack) for the customers’ convenience. 

2 – Level: Performance (Left-hand side) & Imagery (Right-hand side)

As far as performance is concerned Nestle Cerelac is a nutritious product. It contains Bifidobacterium Lactic which is also present in the breast milk and improves the digestive immunity of the upset tummies. It is a kind of positive bacteria and it kills the harmful negative bacteria. Moreover it has 7 minerals and 12 vitamins which are essential for  healthier babies.

Nestle Cerelac has an image that it is a completely balance diet for healthier, active and energetic babies among its customers. Balance diet means which contains appropriate ratio of minerals, vitamins, iron and calcium in the food. It makes mothers feel free and relax about its child diet plan. And that it is a consumer-centric product which focuses on the consumers’ specific needs.

3 – Level: Judgments (Left-hand side) & Feelings (Right-hand side)

Customers judge Nestle Cerelac on its quality dimension. They see it is a best quality food available in the market for babies. Second judgment they have that it is an innovative as well as a reliable product. The name of Nestle brings credibility with Cerelac. They know that it is a pioneer brand and market leader so they feel the brand superiority in the market. 

Customers feel that the brand evokes the sense of calmness and peacefulness in them. Also the usage of brand brings the sense of security and comfort.

4 – Level: Resonance

Resonance means the ultimate social status of the brand and how much loyal customers the brand has. Nestle Cerelac has 40% loyal customers and repeat purchase is near about 65%.  As it is a quality symbol in society as a result people have affiliation with it. Feel a sense of community by using Cerelac as society is accepting it. And for making this bond even stronger company has a “Medical detailing team” for mothers. This team consists of 18,000 doctors belongs to the whole country. At this stage people are in active engagement with the brand with the team. 

ZMET - Nestle CERELAC

Zaltman Metaphor Elicitation Technique (ZMET) is a technique for eliciting interconnected constructs that influence thought and behavior.

It is used to measure the brand equity. This tool can help companies in creating positive associations with customers. This works most, as by talking the brand in the form of story , marketer better able to grab the attention of customers and touch their feelings.

Nestle Cerelac is the leading brand in baby food category. See how Cerelac brand equity measure through ZMET technique. By using this example, you can better able to apply this tool and increase you brand's overall worth.

Miss Sana was very tense about her first child because he was very weak and always crying. She prepared food by mixing different thing for the baby to make him strong but she didn’t know which food is better and which is not for the baby. She had visited the doctor for the check up of baby in order to know the problem with her baby. After the check up the doctor find out that the baby didn’t get the right food needed for the growth. The doctor told Miss Sana that how she can meet the requirements of the essential vitamins and minerals for her baby. Doctor advised Miss Sana to give rice or wheat cereal initially (For 8 months) and then she can use banana, honey and other fruits along with cereal for her baby. So, she started giving her baby rice and wheat cereal. After 8 months she also added banana, honey and other fruit pieces in her baby’s diet. Miss Sana used what the doctor told her and the baby become to strong and healthy day by day. She was very happy of the results. And now she tells her friends about the experience she has faced and guides them to use right food for their babies

Dependency of Customer Loyalty on Employee Satisfaction

All customers experienced it when go to a store to buy something and the service is down they walk out annoyed and makes a mental note for them never to shop there again. Or  they go to another store selling the same stuff and the service is excellent, they walk out feeling good and make mental reminder to come back to this store when the next need whatever they sell. The difference behind these experiences is primarily employee training and attitude. Employees who are poorly trained or dissatisfied with how they perceive being treated by their employer and manager will reflect that in how they deal with their customers.                                         
Many companies focus on customer retention and loyalty as a means to market and sell additional products, services or solutions to existing customers via the Internet. A key element of this strategy is to increase customer retention and loyalty: Customer retention means that a customer continues to actively use your product, service or solution and there is some continuing relationship such as subscribing to support or maintenance services. While Customer loyalty means that a customer desires to continue doing business with firm based on their positive experience and satisfaction. They want to buy more from it. While companies obviously want to retain customers, developing customer loyalty is the key to generating significant revenues from existing customers.
However, before company set off on any marketing and sales program based on customer retention or loyalty then there is a direct correlation between employee satisfaction and customer loyalty. There is a lot of research to support this - just search for “customer loyalty and employee satisfaction” on favorite Internet search engine. If employees in every area of its business and particularly those who interact with customers are dissatisfied with their situation or the conditions at company overall customer loyalty rating will negatively reflect that.
In this situation companies immediately take action for their business as: If they plan to do an internet marketing campaign to their existing customers, they will deal with its employees in some manner like email, phone, or live chat etc. Secondly during challenging business or economic periods, businesses may need to take actions that may be negatively perceived employees. If companies are in this situation then they have to make a realistic plan to deal with the outcomes in its marketing campaign and customer loyalty program.
Customers can sense when something is wrong at a company based on the conduct related with employees. In epitome, an employee satisfaction program should be an integral originator to using customer loyalty for marketing and sales campaigns.

Health & fitness diet brand-Nestle flavored Yogurt

Nestle is a multinational packaged food company founded and headquartered in Vevey, Switzerland. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company for milk products established in 1866 by the Page Brothers in Cham, Switzerland and the Farine Lactee Henri Nestlé Company set up in 1867 by Henri Nestlé to provide an infant food product. Several of Nestlé's brands are globally renowned, which made the company a global market leader in many product lines, including milk, chocolate, confectionery, bottled water, coffee, ice cream, food seasoning and pet foods. The company stock is listed on the SWX Swiss Exchange.

Nestle Fruit Yogurt, a mouth-watering treat with real fruit chunks in sweet creamy yogurt. It is by far the delicious, healthier alternative to any other snacks– loved by kids and grown-ups alike. It is easily digestible and a good source of Calcium too. anyone can have it as a snack, as dessert, or even with breakfast cereal but most importantly no one need to look for an excuse to enjoy this nutritious and healthy treat any time they like. Nestle Fruit Yogurt is available in 3 indulgent flavors: Mango, Peach and Strawberry, in ready-to-serve 100g cups.

With protein, calcium, magnesium, riboflavin, vitamins B-6 and B-12, and more, plain low-fat or non-fat yogurt is as nutritious as skim milk. In fact, yogurt does milk one better because its active cultures help digest the naturally occurring sugar (lactose) in milk that can cause bloating and diarrhea in some people. Mixing plain low fat or non-fat yogurt with fresh fruit is your best investment on health care. In a typical yogurt aisle in a grocery store, plain yogurt is set aside by trays, tubs and tubes in which sugar, granola and even candy have replaced some of the yogurt. The result: sugar and calories are up, nutrients are down.
The best and most nutritious choices in yogurt are Nestle fruit yogurt which is free from candy, cookies, sprinkles and artificial sweeteners. In fruit yogurt customers’ are on an advantage edge of using yogurt and fruits at the same time both are nutritious and good for health. Moreover, it can use multiform like as a dessert like ice cream because of its thick creamy and fruity taste. Perfect diet plan contains three times use per day of it in order to compensate the daily calcium requirement. Use as a snack instead of allowing junk food unhealthy items to kids.