MARKETING PLANNING REPORT ON

DRINKING WATER

MARKETING MIX

1-PRODUCT:

drinking water is drinking water that has been treated and rematerialized using a standardized

industrial process to ensure purity and quality. Pure and refreshing

drinking water refills your body

with water to maintain a good level of hydration. It provides a balanced mineral formula (on average 150-170

mg per liter), contributing to daily mineral requirements.

Structure of water

Mineral Component

Concentration,

not more

General mineralization (mg/l)

220 mg/l

Calcium

40 mg/l

Magnesium

15 mg/l

Potassium

20 mg/l

SARFARAZ ILLAHI, MIRZA ALI RAZA, MUHAMMAD ALI, BABER NAEEM, MUHAMMAD TAHIR

MARKETING PLANNING REPORT ON

Bicarbonates 60 mg/l

DRINKING WATER

0,6 mg/l

Hardness

Mg-eq/l 3

Product type:

It is a consumer product and a convenience good.

Product quality:

Drinking water is a pure, nutritious (all vital included) and refreshing, colorless and odorless drinking

water with a pleasant taste.

Brand name:

Drinking water.

Brand positioning:

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MARKETING PLANNING REPORT ON

Premium drinking water

DRINKING WATER

Brand image:

Purity is life

Scope of product line:

is soon introducing flavored water after the success of unflavored drinking water in lemon, orange,

raspberry and strawberry flavors.

Packaging:

Drinking water is available in a wide variety of packaging formats to suit all consumer needs and

consumption occasions. Packaging is innovative to meet the individual needs of consumer all over the country.

The range of formats extends from the individual bottle for on-the-go consumption (0.33l to 0.5l), to the family

size bottle (1.5l) and on to larger formats of 5 gallons (18.9l) for in-home and office usage.

SARFARAZ ILLAHI, MIRZA ALI RAZA, MUHAMMAD ALI, BABER NAEEM, MUHAMMAD TAHIR

MARKETING PLANNING REPORT ON

DRINKING WATER

drinking water 18.9-liter bottles have a protective cover, so that the consumer can immediately define,

that the product was delivered from the factory. Its proprietary design equally protects the brand from

counterfeiting.

Drinking waters originality lay in the use of an all-new plastic, P.E.T. (polyethylene teraphthalate),

which is stronger and more elastic than the PVC. Besides, P.E.T. is recyclable.

Drinking water is bottled when possible in the country, or at least in the region where it is sold,

combining the benefit of a local production and the strength of a worldwide brand.

Label:

The label provides information like quantity, mineral contents, logo, manufacturing date and best before date.

Consumer service number is mentioned and stamp of PSQCA with license number is also mentioned.

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MARKETING PLANNING REPORT ON

DRINKING WATER

2-PROMOTION:

Promotional programs:

is considering to introduce Waters Coolers because it will represents

drinking water brand.

Service quality has always been the main driver of HOD business.

Advertising:

They are using television and radio advertisements in electronic media. In print media

are using

billboards, newspapers, pole signs and posters.

In big departmental store they have display corner in which

drinking water is refrigerated. Moppies

are also used for advertisement in these stores.

Public Relations:

In summers direct marketing is used for promotion by providing cool points of

drinking water where

chilled

drinking water is available for instant drinking.

SARFARAZ ILLAHI, MIRZA ALI RAZA, MUHAMMAD ALI, BABER NAEEM, MUHAMMAD TAHIR

MARKETING PLANNING REPORT ON

DRINKING WATER

3-PLACE:

Drinking water is a convenience good and is frequently used therefore it has been placed on all big

and small stores to make it available everywhere. The type of placement used for

drinking water is

spot exchange.

Distribution Channels:

Drinking water distributed by intermediaries, distributors, and retailers

Motivating the channels:

Drinking water offers a attractive distributor and retailers margin and other benefits

Locations:

Drinking water is available all over the country.

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MARKETING PLANNING REPORT ON

DRINKING WATER

Criteria for evaluating the distributors:

Offers distribution only those who have goodwill in the market place and have a vast experience of

distribution.

Also gives sales targets to distributors and if distributors achieve them then

will

reward them.

4-PRICE:

List price:

Drinking water is following brand pricing through which it provides functional and psychological

satisfaction to its target customer. The pricing strategy of

drinking water is market skimming.

Prices of

drinking water are relatively lower than their competitors. Market prices of individual

consumables (0.33l to 0.5l) are Rs.14 and Rs.18. The price of family size bottle (1.5l) is Rs.24 and of large

bottles of 5 gallons (18.9l) is Rs.120

Discounts:
offers no discount. only offers distributors and retailers attractive margin and no

need for offers additional discounts.

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MARKETING PLANNING REPORT ON

DRINKING WATER

Bundling:
Drinking water is packed in the bundle of six bottles

Payment terms and financing options

foods works on cash basis. at time. No financing offered. supplies the orders and receives payments for orders

SARFARAZ ILLAHI, MIRZA ALI RAZA, MUHAMMAD ALI, BABER NAEEM, MUHAMMAD TAHIR