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Imagyne 360°

PR REPORT



Imagyne 360 is a marketing and public relations firm that is doing a PublicRelation based social activity for Nestle involving in addressing the clean watercrisis issue in Cholistan Desert by introducing new 24/7 ponds reservoirs. The

motive behind this activity is mainly focused towards the perception building of the Nestle corporation to attain competitive edge of the brand over itsdirect and indirect competitors for increased Market shares and Salesrevenues, more over using this special event as a vessel for Corporative SocialResponsibility and Media coverage for better PR building between the brand

Nestle and its target audiences.

THEME



Project Objectives

Providing Healthy, Pure and convenient water to the deprived area of Cholistan Desert for Consumption, Household purposes and Cattle Feeding.

Company Objectives

1. Brand Building, brand recognition, perception building, image building

2. Corporative Social Responsibility

3. Media coverage

OBJECTIVES



� Imagyne 360 Public Relations is a full-service public relations andmarketing firm, focusing on customized strategic campaigns in the areas of Socially Motivated Events, Project Launch PR, consumer goods and

entertainment public relations.

� Imagyne 360 Public Relations has an in house art department to maintaincreativity and quality control over all projects. The agency·s staff isexperienced in the fields of marketing, advertising, and public relations.

� What sets Imagyne 360 apart from other public relations companies is that

we understand that in Public Relation we are not the boss, our clients are,our staff is the hardest working team in the Public Relation game and wedo not operate on a 9 to 5 mentality. We work until the job is done and wetirelessly campaign for your visibility in the press.

COMPANY INTRODUCTION;

IMAGYNE 360



� Nestlé has been serving Pakistani consumers since 1988

� Today they are fully integrated in Pakistani life, and are recognized asproducers of safe, nutritious and tasty food, and leaders in developing anduplifting the communities in which Nestle operate.

� Fully integrated into the local social, cultural & economic life.

� Must be good corporate citizens, and give back to the societies to which webelong.

� There are two ways of fulfilling our responsibility and practicing corporateSocial Responsibility:

o

Through social investments: giving to charities, leading and supporting cultural or welfareinitiatives.

o Through the realization that businesses create social and environmental impacts, bothpositive & negative, through the daily operations of their value chain.

� Define Pure Life

TARGET COMPANY;

NESTLÉ



� The presence of a semi-nomadic population and 2 million head of livestock inthe middle of a fragile desert ecosystem are encouraging the government and

various NGO·s to explore new ways to improve livelihoods by increasing

availability of water resources through capture, storage and treatment.� Cholistan is the largest of four major deserts of Pakistan.

� It is bordered on the south by the Thar desert in Sindh province and on theeast by the Rajasthan desert in India.

� The Cholistan desert covers about 26,000 km2, which corresponds to 26% of the 110,000 km2 of the country·s total desert area and 3% of its overall surface

area.� In Pakistan, the provision of water for agriculture, industry and households

has historically been the responsibility of provincial governments. However,provision of drinking water for the inhabitants of deserts and their livestock has not received much attention at this level.

CHOLISTAN DESERT



� It is not possible to state with any degree of accuracy how many peopledepend on drinking water ponds for their domestic needs, but the numberis not insignificant.

� In the last three decades there has in several areas been much neededinvestment in rural drinking water systems, but coverage especially indispersed settlements outside local rural centers is often still low.

� Based on detailed work in three districts in Pakistan PCRWR establishedthat at any point in time 37% of all rural systems are not operational. Thepattern is that non-functionality is higher in remote areas that are more

likely to be deprived of basic maintenance facilities.� Taking all these into account a fair guestimate is that at least 6 Million

people use for part of the year the water collected in ponds. In additionlarge numbers of livestock in the same areas rely on the water from ponds.

PROPOSED PROJECT



� Now using our areas of expertise and support of Nestle Pakistan we havedevised a project to initiate a Water Reservoir in the Cholistan desert whichis going to provide clean and healthy water year around as to address the

problem of Water related crisis from the Cholistan Desert. We will start of by initiating the project by introducing new ponds where the current (non-functional) toobas and Khurds are, and to avoid the fate of Khurds we willhave proper water cleaning plants and facilities to provide clean anddrinkable water to the people of Cholistan Desert.

W

ATER PONDS



� The main challenges in the drinking water ponds are the duration of storage and water quality.

� Drinking water ponds loose water due to seepage and evaporation andunless well-maintained will silt up. It is not unusual for ponds over time tolose 90% of their storage capacity due to sedimentation.

� Water quality from the open surface ponds is without exception far below official health standards.

� And to further avoid this problem the best solution is to refill the pond ina time period of 4 ² 6 months thus to make the reservoir last longer thanusual. To avoid this problem we have developed rain harvesting technology in this project.

CHALLENGES



W

ATER POND; RESERVOIR



� Water quality from ponds is low, yet there are several ways to improve this.In some areas sand filters are installed on ponds themselves. These willremove turbidity but will not significantly affect pathogens. For this to

work the sand filter would need to be moist throughout the year to keepthe bacteria active that will reduce other pathogenic bacteria. Point of use water treatment is more promising either disinfection or filtering.

W

ATER PURIFICATION



S W

OT ANALYSIS

Strength Weakness1. Unique project for Pakistani Market

2. CSR and Perception building (2 in 1)

3. Uses all Channels (Mass Comm.)4. Renovation of old Projects5. Feasibility provided by Govt.

6. Special Funding·s and Subsidiaries

1. Low Employee base (Outsourcing

Required)

2. Complete outsourced Materials3. High Financial Cost

4. Project on Large Scale

5. New area based venture

Opportunity Threats

1. International Media attention2. MNC and international Brands3. Symbolize core values of Pure Life

(Brand)4. Further Development in other regions

5. Collaboration with other institutions

1. Natural Disasters2. Government Intervention

3. Terrorism

4. Tribal Conflicts

5. Droughts

6. Scatter Rain

7. Sewage and Dirt



� Currently Nestle is an organization providing quality food and beverageconsumer goods along with stiff market competition in overall productportfolio.

� The aim is to do a comprehensive research in this regard, develop distinctUSP·s for Nestle through this project as to provide a competitive edge overits customers and to have incremental Market share and growth in bothgoing concern of the company as well as the sales revenue generation.

� Nestle has yet to participate in such events as other Multinationals are

comprehensively participating and building a perceptual change in theconsumers cognition.

� Better opportunity available

W

HERE ARE W

E NO W?



� The main objective of this event is the perception building of Nestle by conducting this socially motivated Public Relation activity. Following arethe key factors that are to be nourished from this particular PR activity;

1. Brand Building, brand recognition, perception building, image building

2. CSR

3. Media coverage

W

HERE DO W

E W

ANT TO BE?



� The audiences of this event are the end users of this brand, the reason thisevent is taking place is to promote a socially motivated ethical image of Nestlebrand. Further to promote the Health and Purity concerns in the consumersthus igniting the USP of the brand to be the deciding factor in the consumerbuying behaviors by inducing Attitudinal changes through cognitiveenrichment and perception building.

� Primary Nature Audiences (For Nestle)

� 1. End Consumers

� Secondary Nature Audiences (For Nestle)

� 1. Retailers� 2. Distributors

� 3. Vendors

� 4. Suppliers

TO WHOM ARE WE TALKING

(AUDIENCES)?



1. Message; ´Nestle is a Human company providing a response to humanneeds throughout the worldµ

2. Audience; External (Customers, Suppliers, Vendors, Outsiders)

3. Channels:

a) Electronic Medium: Public Service Announcement

b) Print Medium: News Letter, News Release, PR KIT

c) Face to Face Medium: Personal Appearance

M.A.C



� The concept is perception building promoting both a social image as wellas ´Health and Purityµ concerns in the audiences at the Mass level. Thisperception building would help in an attitudinal change of consumers in

the Bottled water industry, thus providing Nestle with a competitive edgeas well as a greater market share from the industry.

WHAT DO WE W ANT THEM TO

DO?



� Promoting Nestle brand through this particular event would help inelevating the overall brand perception thus creating a better USP incomparison to the competition in the Bottle Water Industry. This induced

USP would lead Nestle in attaining a higher competitive advantage over itscompetitors hence inducing the market share and sales of Nestle. And when the level of Sales rise so would the revenue of the corporationproviding a good healthy relation with the audiences of the Brand as wellas an increased Market share and higher revenue generating capability forNestle.

WHY DO WE W ANT THEM TO DO

IT?



Press kit

1. LifeStraw (A Straw based Water Purifier)

2. Event info brochure

3. Company profile (corporate social responsibility)4. Nestle gift hamper and goodies i.e

a) Nestle mug

b) Water bottle (Pure Life)

c) Nescafe

d) Nestle juices

e) Pen holders

f) Diary

g) Table calendar

h) Note pad

WHAT ARE WE GOING TO SAY TO

THEM (MESSAGES - PR)?



� Print Media

1. Inviting Press personnel fromthese papers

2. Daily Dawn

3. Tribune

4. Jang (The News)

5. Spokesperson·s interviews inMagazines

6. Herald

7. Spider

8. Daily Dawn Sunday (Entertainment side)

� Television

1. Spokesperson·s interviews in TV (Different time periods)

2. GEO Nadia Khan Show

3. ARY Good morning Pakistan

4. DAWN Breakfast with Dawn

� Web

1. Facebook 2. Twitter

3. Their own websites (South AsiaRegion)

� Special Event

WHERE ARE WE GOING TO

REACH THEM (CHANNELS)?



� The opening of the event would be carried out on the world water day which is 22nd March. The press releases and awareness would be apreamble activity initiating on the starting of construction of the Water

reservoir till the actual event.� The reason we selected this particular day is that it represents our actions

and thus would grasp more attention if we successfully complete on thisday

WHEN ARE WE GOING TO REACH

THEM?

STAGES ACTION DURATION

Phase -1 Project Planning 20 TH Sep to 20th Oct,10

Procurement 20th November,10

Phase-2 Media Plan 1st December,2010

Ponds Digging 1st Jan ² 20th Feb

Final PHASE Water Reservoir Launch Water Day, 22nd March,10



WHICH TECHNIQUES (METHODS)

ARE WE GOING TO USE?



� The overall project being a Public Relation stunt would cost a huge capital but would nourish into better brand perception and recognition for Nestle. Theinitial costs includes the research and development costs of the project,followed by the construction and completion of the Water Reservoir inCholistan.

� The cost is also occurring in the inauguration of the event as well as some low profile media advertisement for the sake of a better perceptual change processthrough a complete zegarnic effect created through series of media

Advertisement and PR related news. This cost includes print media andSponsoring of Talk shows on popular cable TV channels listed in the previous

parts of the report.

� Following is a summarized cost structure of this project starting from theinvestment in the Research of the project till the Week long PR andpromotional advertisements carried out.

HO W MUCH ARE WE GOING TO

SPEND? (BUDGET)



BUDGET SHEET

Description Costs AssumptionsR&D PKR 250,000,000 Estimated based on Government R&D in Thar 2007

Renovation; Khuds PKR 1,200,000,000 Estimated based on Government R&D in Thar 2008

Total PKR 1,450,000,000 (Sum of R&D and Renovations)

Govt. Subsidiary 30% PKR 435,000,000 NGO/ Development treaty Chartered by UNTotal Cost of Project- II

PKR 1,015,000,000

Expected RevenueIncrease

PKR 8,200,000,000 Based on the Assumptions of Revenue and

Promotion ComparisonsEvent and

Inauguration

PKR 10,000,000 Estimations and Assumptions

AdvertisementBudget (13%)

PKR 1,066,000,000 Based on the overall percentage expenditure on

promotion in comparison to RevenueRevenue 1st year(Rev)

PKR 7,124,000,000 (Subtraction of Event and Ads costs from revenue)

Net Revenue PKR 6,109,000,000 15% additional Revenue in local markets (Rev ² II)



Crisis

1. Catastrophe/ Natural Disaster

2. Terrorism

3. Unfavorable Government Intervention

4. Local Cholistan Residence base conflicts

Contingency

Due to any unforeseen crisis or event mismanagement and failure, the

contingent plan proposed by Imagyne 360 is a re-launch of the event based asa promotional activity rather than a PR activity. We will use TVC and otheradvertisement techniques to highlight our social responsibility and thuscreating this event not as a PR activity of perception and attitudinal change,rather make is a more behavioral effecting Promotional activity.

WHAT IF THERE ARE

UNFORESEEN PROBLEMS?



HO W DID WE DO? (CONCLUSION

AND RESULTS)



THANK YOU

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