The Nestle Pakistan case study stands out as a shining example of CRS’s strategic prowess and ability to challenge prevailing norms and taboos. The story unfolds back in September/October 1998 when Nestle Pakistan set its sights on launching drinking water ‘Pure Life’ in the Pakistani market. At that time, the concept of bottled drinking water was relatively unknown and unaccepted in Pakistan, presenting a formidable marketing challenge.

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