Nestle has decided to restrict advertising of ‘Pure Life’ mineral water on television and instead concentrate more on print and point of purchase promotions. Currently, the mineral water market operates at a very low margin. Hence, the company felt the need to promote its brand through PoPs and print media.
The Rs 700 crore mineral water industry is described by analysts as a low advertised but high visibility category, which is growing at 70 per cent per annum. Advertising within the industry, after the entry of major players like Coca-Cola, Pepsi has now increased, specially outdoors, with out-of-home consumption going up.
The total number of brands in this segment are estimated at around 200 with the existing national leader, Bisleri. There are also a number of regional brands in this segment.
To spur the consumer goods market, Nestle is currently working on a strategies to renovate its existing range of products and launch a host of new products.