Shudhata ki

Nishani
Hiten Jhamnani - 64
About the Brand
Paani is a packaged drinking water.
Punchline :
Paani: Shuddhatta ki Nishani (A symbol of
purity). Deliberately, chosen in Hindi, to make
our product more appealing.
Priced at Rs.10/- per liter, initially for market
penetration.
Available in 6 pack sizes: 250ml cups Rs. 3/-,
500ml bottle Rs.5/-, 1 lit bottle Rs.10/-, 2 lit bottle
Rs. 20/-, 5 lit can Rs.45/- & 20 lit can Rs.150/-.
Segmentation
Geographic :
Region Tier 2 and tier 3 cities

Demographic : -
Age Above 4 years
Education Semi Literate
 Main Target
Middle class and lower
middle people in small towns
and villages.

Stalls, eateries and canteens

on railway station & bus
stands.

Hotels, dhabbas, petrol

pumps, eateries.

Resorts, hotels, tourists

places. College & company
canteens.
Personality
Affordable
Easily available
Good quality mineral
water
POSITIONING.
Positioning it in India in
such a way that paani
must be tantamount to
pyaas.
(e.g.: Soft skin -Dove ;
Thanda Coke, etc.)
 Direct
Direct
Publicity
Publicityand
andPR
PR Marketing
Marketing
Sales
Sales Event
Event
Promotion
Promotion Marketing
Marketing
Personal
Personal
Selling
Selling
Packaging
Packagingand
and
designing
designing
Point
Pointof
Message. ofsale
sale
Communication Channels to Deliver a Clear, Consistent, Compelling
Company Carefully Integrates and Coordinates Its Many
Communication
Marketing
 Packaging &
designing
A small buckle on
top of the sealed
cap, to enhance its
portability.

Light blue colored

plastic strip around Shudhata ki Nishani

the bottle having

price, packaged &
expiry dates,
composition of water
in mg/lit(its Ph factor,
calcium, magnesium,
chlorides etc.)
 Point of
: Sale:
-Display of banners and posters at retail mentioning
different quotes for the importance of Paani

Sales Promotion:
-Do kharidiye aur ek muft paaiye.

-Demonstrations in schools and work areas

regarding the usefulness and safety of Paani.

-Sampling through small packets.

 Publicity & PR Awareness:
Health check ups and talks about the
importance of pure water to prevent the
occurrence of most of the diseases.
A specially designed Van in the shape of
a bottle would be used both for awareness
and distribution.

Event Marketing:
Sponsorships.
Associating with various Tournaments and
Events.
Brand ambassador. (Sunny Leone)
 Promotion

Brand Paani
PAANIMAN

Shudhata ki Nishani
 PAANIMAN
Our Mascot:
A new superhero.
He protects people from diseases
by providing clean and pure water. n i
a t a k i Nish a
S hudh

He advocates PAANI
Trade promotion

Some useful
strategies that can
be followed are:
Trade allowances.
Point of purchase
displays.
Push strategy.
PEST ANALYSIS
Political:
Government failure of providing safe drinking
water.
Environmental regulation.
Economic:
Developing economy.
Growth of disposable income by 8.5%.
Packaged water consumption growth by 10-12%
annually.
Availability cheap labors.
Social:
Scarcity of water.
The quality of potable water available in the
country is bad or not processed up per the
drinking water standards.
Technological:
Membrane Technology.
Clean environment technology.
PET packaging technology.
Distribution channel
Company depot

Redistribution stockist, semi

wholesalers and retailers at district
head quarters.
semi wholesalers and retailers at
tehsil headquarters, and industrial
townships

Retailers in smaller towns,

village shopkeepers etc
 SWOT
STRENGTHS
ANALYSIS
-Social cause with
WEAKNESS
-Duplicity in market
STRENGTHS WEAKNESS
earning profit. -Less awareness about
-Social cause with -Duplicity in market
- Good Quality at low mineral water in rural areas.
earning profit. -Less awareness about
cost. - Lots of paper and official
- Good Quality@low mineral water.
work, which includes getting
cost.
permissions and liscences.
-Absence of branded
(may affect the launch date)
players in target
market.
OPPORTUNITIES THREATS
-Growth OPPORTUNITIES
through covering -Aggressive competition.
THREATS
untapped-Growth
markets. through -Low entry barriers.
-Aggressive
-Acquiring untapped -Restriction
local brands.
covering of
competition.
-Premium packs.
markets. government
-Low onentry
plastics.
barriers.
-Cheap labor source. local
-Acquiring -Water purifiers
-Restriction of
brands. government on
-Premium packs. plastics.
-Water purifiers
Brand Leveraging
After the quite success, it would diversify to
tier 1 cities with bombarded supply.
After a period with good sale, it would start
making different flavored mineral water.
Co-branding
After around a decade, Collaboration with the
brands with gives services of massages,
facials And toning the skin with mineral
water. (As calcium, magnesium and
potassium are added in mineral water and
which is good for health and also externally
used it for moisture rising and clear skin)
For create a new identity and attracting new
target auidience