Nestle Pakistan Brands Face Tough Competition
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Nestle is having hard time in Pakistan. First it was Aquafina by Pepsi that snatched its market share of mineral water then it was Olper’s by Engro Foods siding the Nestle Milk Pak and becoming the market leader of the category.
And this time its also a launch by Engro Foods that is giving competition to Nestle.
Yes it is Olfrute launched recently by Engro Foods but will it really be able to take the market share of Nestle Fruita Vitals? Or it will have fate like Shezan and Freshers had ?
So far Olfrute hasn’t been a hit. Engro foods relied on the brand equity of Olper’s by naming it Olper’s Olfrute but I feel it’s confusing. Olper’s is a dairy thing and fruit category is totally different thus Olfrute can’t be leveraged on the brand equity Olper’s.
Moreover the taste is similar to Nestle Fruita Vitals. It has nothing unique to offer to consumers. The price level is also kept high. The television commercial shown is not good. The ad shows Nadia Jamil, a lady in her 30s acting like a young lass teenager which is actually so stupid.
The packaging also fails to attract the attention of consumers shopping around.
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 has gotten more active on television commercials, and billboards are seen all around.
Lets see who wins the battle this time. Will Nestle be left to be a follower or will it carry on being the leader?