Professional Documents
Culture Documents
MARKETING STRATEGY
PROJECT OF
AQUAFINA
Submitted to:
Mr. Jawad Saleem
Submitted by:
Hafiz Syed Umair Bukhari
Naeem Jahangir
M. Mashood Aaqib
Suhaib Haider
Sajid Mehmood
071138
071142
071417
071154
051106
Acknowledgement
All praises for almighty Allah. The creator. Whose uniqueness oneness is
unchallengeable countless thanks to he the lords of lords who blessed us
with the courage and power to complete this report and all respects and
regards to Holy Prophet Hazrat Muhmmad (PBUH) for giving us the faith
paving us on the right path with the essence of faith in GOD
We feel great pleasure in expressing our profound and cordial gratitude to
our respected teacher and taught supervisors Sir Jawad Saleem for his
admirable cooperation guidance for us and sympathetic attitude which
enable us in the formulation of and compilation of report.
Our special thanks and favor for our esteemed friends for their ever lasting
cooperation and giving us the homely atmosphere. Last but not the least we
thank full to our parents and our family members for their cooperation
guidance and inspiration throughout the course.
Executive Summary
The goal of this marketing plan is to outline the strategies, tactics, and
programs that will make the sales goals outlined in the AQUAFINA business
plan a reality in the year 2008.
AQUAFINA is the answer to an increasing demand. Marketing will play a
vital role in the success of AQUAFINA. AQUAFINA must build a brand
around the services it offers by heavily promoting itself through local
television, radio, and print advertising. Marketing efforts are just beginning
by the time a potential customer enters AQUAFINA for the first time. A
strong emphasis will be put on keeping customers and building brand loyalty
through programs focused on staffing, experience, and customer
TABLE OF CONTENTS
HISTORY OF AQUAFINA......5
HISTORY OF PEPSI7
WORLD WATER MARKET..10
PAKISTANI WATER MARKET ..10
ECONOMIC SURVEY11
MARKET POTENTIAL. 13
INDUSTRIAL SWOT ANALYSIS.14
MARKET ANALYSIS 15
COMSUMER ...16
MARKETING MIX.19
SWOT ANALYSIS OF AQUAFINA..23
MARKET GROWTH OF AQUAFINA.24
BIBLIOGRAPHY25
HISTORY OF AQUAFINA
Aquafina
Type
Water Beverage
Manufacturer
PepsiCo, Inc.
Country of origin
United States
Introduced
1994
HISTORY OF PEPSI
Pepsi-Cola
Type
Manufacturer
Cola
PepsiCo.
Country of origin
United States
Introduced
16 June 1903
History
Origins
Pepsi was first made in New Bern, North Carolina, in the United States in
the early 1890s by pharmacist Caleb Bradham. In 1898, "Brad's drink" was
changed to "Pepsi-Cola" and later trademarked on June 16, 1903.[1] There are
several theories on the origin of the word "Pepsi".
The only two discussed within the current PepsiCo website are the
following:
1. Caleb Brad ham bought the name "Pep Kola" from a local competitor
and changed it to Pepsi-Cola.
2. Pepsi-Cola" is an anagram for "Episcopal" - a large church across the
street from Bradham's drugstore. There is a plaque at the site of the
original drugstore documenting this, though PepsiCo has denied this
theory.
The word Pepsi comes from the Greek word "Pepsi" (), which is a
medical term, describing the food dissolving process within one's stomach. It
is also a medical term that describes a problem with one's stomach to
dissolve foods properly.
Another theory regarding the name's origins is that Caleb Bradham and his
customers simply thought the name sounded good and reflected the fact that
the drink had some kind of "pep" in it because it was a carbonated drink.
It was made of carbonated water, sugar, vanilla, rare oils, and kola nuts.
Whether the original recipe included the enzyme pepsin is disputed.[2][3]
In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into
a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The
next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848
gallons. In 1924, Pepsi received its first logo redesign since the original
design of 1905. In 1926, the logo was changed again. In 1929, automobile
race pioneer Barney Old-field endorsed Pepsi-Cola in newspaper ads as "A
bully drink...refreshing, invigorating, a fine bracer before a race".
In 1929, the Pepsi-Cola Company went bankrupt during the Great
Depression- in large part due financial losses incurred by speculating on
wildly fluctuating sugar prices as a result of World War I. Assets were sold
and Roy C. Mega gel bought the Pepsi trademark. Eight years later, the
company went bankrupt again. Pepsi's assets were then purchased by
Charles Goth; the President of Loft Inc. Loft was a candy manufacturer with
retail stores that contained soda fountains. He sought to replace Coca-Cola at
his stores' fountains after Coke refused to give him a discount on syrup.
Goth then had Loft's chemists reformulate the Pepsi-Cola syrup formula.
Aquafina is dealing with the water industry in Pakistan and tend to provide
the pure water to the consumer as there is no mineral water bottle company
in Pakistan we want to provide the mineral water for the first time in
Pakistan as our organizational process is continually improving
Reason:
When Auafina has been launched by Pepsi in local market their was only
few local brands and one multi national brand which is nestle
Overall Economic Scenario:
With the population of 180 million (estimated July 2007) Pakistan
holds the ninth largest market with 34% urban population
10
Annually consumption
189billion liter
Estimated sales
$ 200 billion
Consumption growth
7 % per year
7 to 8 %
Annually consumption
water
Estimated sales
RS 20 billion
Consumption growth
11
ECONOMIC SURVEY
Pakistans biggest consumer markets include:
CITES
POPULATION
Karachi
15 million
Lahore
9 million
Rawalpindi
3.0 million
Faisalabad
2.6 million
Multan
1.6 million
Gujranwala
1.3 million
Hyderabad
1.3 million
Islamabad
1.3 million
peshawar
Population and growth:
1.0 million
population
180 million
Growth rate
4.09%
12
Urban population
56 million
2.10%
82 million
3%
Age structure:
Age category
0-14 years
15-64 years
65 years and over
Population
64.5 million
94.5 million
7.0 million
%age
39%
57%
4%
13
Market Potential
At an average , a Pakistani consumer spends 42 % of income on food.
Retail sales of processed foods are expanding by 10 percent per year.
Consumer often prefer branded food items for both quality and status
reasons
Demand for packager food is growing
Key factors are:
Changing lifestyle
Influence of foreign media
Increase awareness of health principles
Advertising is also helping to stimulate demand for branded food items.
Per capita real GDP has increased at an average of 5.6 % per annum during
the last three years
This increase has led to a rise in average income of people and a increase in
consumer spending
Targeted segment- youth and elders- is health conscious and thus adds to the
demand
14
Weaknesses:
Weaknesses in this industry is that the lack of awareness and the poverty.
Similarly there is lack of promotion and advertising is also the main
weakness. Some time the lack of availability in the remote areas is also the
strong reason
Opportunities:
Big competition in this industry is big opportunity in this industry and
people are becoming more health conscious
Threats:
Trust of people is the main threats in this industry. So there should not be
any complaint in this industry.
15
Market Analysis:
Major players in this industry are:
Nestle
Kinley
Sufi
First
Others
16
Nestle is the leader in this industry in Pakistan and the aquafina is the
follower.
Consumer Analysis
We did a small research on consumer analysis:
When you use bottled water?
More people using bottled water, when they are on traveling and some
people use at office or university and 25 % use at meal.
17
18
19
MARKETING MIX
PRODUCT:
VISION:
To provide superior water to our consumer
MISSION:
To provide the healthy water in order to facilitate people
SLOGAN:
Fina nahi tu Pena nahi
20
Product packaging
Plastic bottles
500 ml
1500 ml
Labeling
sticker containing ingredients
on the other side USP of the product is specified
USP
purity
Taste of Aquafina is taste of. Water.
21
Pricing Policy
On going rate price
Almost the prices of all bottled water is same
500 ML
1500ML
12-14
24-26
DISTRIBUTION
PRIMARY DISTRIBUTION
Producer TO distributor
SECONDARY DISTRIBUTION
Distributor TO retailer TO consumer
22
PROMOTION
ADVERTISING STRATEGY
TV
RADIO
NEWSPAPER
MAGAZINE
BILLBOARD
BUSINESS TO BUSINESS PROMOTION
(YELLOW PAGES)
23
STRENGTH
Parent brand is PEPSI
Distribution channel is strong
highly preferable for health conscious people
WEAKNESSES
It is new thing for the user of PEPSI.
WEAK in TV commercial
OPPORTUNITY
Apply the experience
GOOD MARKET GROWTH
Lack of pure drinking water over the country
Threats
High expectation of the consumer is associated with PEPSI
If not fulfill the expectation, might effect the reputation of PEPSI
Big Leader Nestle already exists.
24
25
BIBLIOGRAPHY
CONSUMER SURVEY
Gallop survey
economic survey of Pakistan
met with Sajid Ali ( sales manager )
www.altavista.com
www.google.com
www.wikipedia.com