PROJECT OF MARKETING PLAN

PRODUCT NAME: AQUAFINA

SUBMITTED TO: SIR HASNAIN BASHIR SUBMITTED BY: RAHEEL AMIN: MBA-FA10-019 HASSAN PERVAIZ: MBA-FA10-023 OMER RIAZ: ABUZAR SANI: MBA-FA10-008 MBA-FA10-009

THE UNIVERSITY OF FAISALABAD

PREPARED BY:RAHEEL AMIN

MBA-FA10-019 GROUP NAME:SMART THINKERS GROUP LEADER:ABUZAR SANI GROUP MEMBERS: ABUZAR SANI: MBA-FA10-009 RAHEEL AMIN: MBA-FA10-019 HASSAN PERVAIZ: MBA-FA10-023 OMER RIAZ: MBA-FA10-008

TABLE OF CONTENTS
DEDICATION..5 ACKNOWLEDGEMENT6 EXECUTIVE SUMMARY7 INTROUDUCING AQUAFINA8 HISTORY OF AQUQFINA.9 DRINK PURE WATER10 COMPANY INTROUDUCTION11 COMPANY VISION, MISSION.12 HYDRO-7 PROCESS.13

ELGENT DRINK15 PRODUCT STRATEGY..16 NUTRIOTION FACTS17 PRICE STRATEGY.19 DISTRIBUTION STRATEGY20 TARGET MARKET/PROMOTION STRATEGY.21 SWOT ANAYLSIS..23 MARKET POTENTIOL.24 COMPETITOR IN MARKET..25 REFRENCES26

THE BEST THINGS IN LIFE ARE PURE

PURE FRUSTRATION PURE TEMPTATION PURE GENIOS PURE WATER THE

Purest
PART of YOU

AQUAFINA

DEDICATION
We are dedicate this report to those people who are struggling in marketing field

ACKNOWLEDGEMENT
All praises for ALMIGHTY

ALLAH who has given us the power and ability to

think and judge the matters and then to make use of the blessed abilities. We feel great pleasure in expressing our profound and cordial gratitude to our respected teacher SIR HASNAIN BASHIR for his admire able cooperation guidance For us and sympathetic attitude which enable us in the formulation of and compilation of report. Last but not the least we thankful to our parents and our family members for their cooperation guidance and inspiration throughout the report.

EXICUTIVE SUMMARY
First of all we went to the company office and gathered the information from there and we started analyzing about the market situation of AQUAFINA. During this process of analyzing the product we came across some problems and some advantages prevailing in the company. Our project of AQUAFINA covers the following marketing areas

MISSION AND VISION STATEMENT OF COMPANY MARKETING MIX SWOT ANALYSIS

HISTORY OF AQUAFINA
AQUAFINA is a product of PEPSI CO. It was launched in America in 1988.It is the top bottle water in America. After doing a good business in the other countries of the world it has recently been launched in Pakistan.

LAUNCHING IN PAKISTAN
It was launched in PAKISTAN on Nov 19 2005. It was first launched in Lahore and adjoin areas of Lahore.

PURE WATER:
AQUAFINA bottled water goes thorough a state of the art purification process so that you get the refreshment your body craves its pure.

AQUAFINA
Its true water is good for you. The more you drink the better you feel. AQUAFINA seven steps HyDro-7purification system removes substances most other bottled water leave in you get pure water and perfect taste every time. So make your body happy.

DRINK PURE WATER

AQUAFINA

COMPANY INTROUDUCTION

Aquafina bottle water is bottled around the country in 33 different locations from municipal tap water. It is both filtered and purified in process that involves seven separate steps called HyDro-7 purification system. Including in the steps are process such as filtration, exposure to high intensity light, osmosis, polishing and ozonization. The packaging of the water goes thorough a long process. Many of the pepsi bottling process are outsourced. For example the bottles are manufactured by Amcor pet packaging North America. The process is also very detailed and complicated in order to insure both safety and reliable products. The amount of natural resources being used to produce the entire bottled water package is extra ordinary and causing real problem. The environment is also being contaminated on a daily basis with a majority of the bottles being thrown away as opposed being recycled. For the Economical part of this paper we will touch on aquafinas numbers over the past few years on to gain bigger market share and how to make safe products in a business perspective. Pepsi cola,s aquafina which has reigned as the number-one brand of the several years, has become the U.S bottled water business, one billion dollars brand in 2004 has sustained strong growth in 2005 when whole sale dollar sale neared $ 1.3 billon. Aquafina is purified non preserved water. It has a PH scale of 7 which is standard taste of water being used in Pakistan. It has ISO 9000.9002 and 14000 certified. Bottled water is one the biggest selling beverage of the world due to its convenience and quality taste. Aquafina bottle water process value stream and economical evaluation of bottled water that is widely circulated around the world.

VISION

To be a leading house of FMCG product and service with local dominance and global prominence.

MISSION
Pledges to serve its customers with the highest level of integrity and diversity in products and services at affordable prices.

ADVERTISING:
Aquafina utilized of traditional advertising tactics such as print, radio and TV as well as online marketing and digital strategies that include the social media portals.

BRANDING:
Aquafina essentially sell a brand. In the crowded bottled market companies must differentiate their commodities from competitors. Aquafina brand differentiate itself among smaller brands thorough its affiliation with PepsiCo as well as its purification process in which virtually all of the natural minerals are removed from the water giving it a light and mellow taste.

PROMOTIONS:
Aquafina also regularly offers consumers promotion in the form of contents, coupons and giveaways as part of its overall marketing mix.

NEW, PROUDUCTS:
Introducing new products and accompanying promotion sets many legacy brands apart from fresher competitors. In recent years, Aquafina introduced flavored water, sparkling water and an entire line of skin care and body products.

HyDRO-7 PURIFICATION SYSTEM

AQUAFINA is a purified water, it originates from the public water sources seven steps purification process called HyDro-7.This the state of art process that remove things like chloride salts and other substances that can affect a waters taste. Every bottle of Aquafina is produced at one of our purification centers thorough the hydro-7 process.

HyDRO-7 PURIFICATION:
1. Remove particles in pre-filtration plant

2. Catches smaller particles in polishing filter

3. Eliminate organic matter under UV

4. Remove solids with pressure in reverse osmosis

5. Isolates trace elements in activated carbon purifier

6. Makes water clear in polishing filter

7. Water goes to ozone generator and thorough water tank to bottles

Municipal Water source

Prefiltration

Polishing Filter

High Intensity Light

Reverse Osmosis (R.O.)

Charcoal Filtration

Polishing Filter

Ozonization

PRODUCT STRATEGIES
DIFFERENTIAL ADVANTAGE:
As the brand name of Aquafina from PEPSI it itself a differential advantage of product so its needs nothing else to convert the consumer interest into sales of the product. The Pepsi Co never compromise on its produce standard and the quality is taken as the core value for company product.

EXPIRY DATE OF PRODUCT:

Expiry of the bottled water is judge by the quality assurance department of aquafina. The expired water is disposed off properly because the expiry is printed on the label of the plastic bottle.

MAKING OF WATER:
In the making stage of the AQUAFINA the water is properly boiled and sterilized on the state of the art plants and then some minerals and health nutrition are added in this to make it healthy and pure enough and free from germs drinking water.

PRODUCTION TIME:
The minimum time is advised to complete a single bottle to follow the economy of state. The time required to complete a single pack of AQUAFINA is approximately 20 seconds.

MEAURES BEFORE DISPATCH:

Some measures are taken to maintain the quality of the product AQUAFINA as it is kept in factory for 24 hours before dispatching it to the market to avoid any complaints from the consumer. So it is necessary to keep the fresh stock in factory for safer marketing.

QUALITY INSPECTION:
The quality inspection teams not only check the ready water from the factory and from the stores but also from the market as they do not want the supply of unhealthy water to the consumer as it destroys their credibility.

BRAND NAME:
The brand name is itself a bigger advertisement for the AQUAFINA as its backed by the strong brand PEPSI CO. The name AQUAFINA has two parts AQUA mean water and FINA is derived from the word FINE. That means FINE WATER.

PACKING OF PRODUCT:
The label of the bottled water is so attractive that it made of very fine closure and packing material used in this bottle is also very safe as its closure is made of plastic and its closure is wrapped by another plastic seal which protects the germs to enter into the bottle. Also the blue fine color wrapper is placed on the bottle to make it attractive enough for the consumer.

PRICE STRATEGY
The Aquafina compare its price with Nestle Pure water as they have good market place in the country, NESTLE are the strong competitor for Aquafina, so the Aquafina sets its price according to the market situation and also the price is based on the activity of its strong competitor Nestle.

PRICE MATCHING:
Aquafina try to match with the Nestle price strategies, as Aquafina lower down its price if the Nestle is going down in its pricing techniques.

PRICE SETTING:
AQUAFINA has a separate department of its price setting who oversees the all marketing trends take its report through the marketing departments to know the market trends. They set a unit price for the convenience of the consumer for the bottled water as people do not like to give the scattered money like coin to the market.

LOW PRICING:
Offering low prices to the consumer for their product is one of the price strategies of the Aquafina water. Company try their best offer the comparatively low prices than offered by other companies in the market to enhance the market share.

NO INTENTION TO INCREASE THE PRICES:

AQUAFINA has no intention to increase the prices of their bottled water in the near future even it would be a top of the mind product in future.

DISTRIBUTION STRATEGY
MAIN DISTRIBUTORS:
The main distributor of Aquafina is the riaz bottlers Lahore they are providing full time services to the Lahore and surroundings by distributing the Aquafina water.

NO OF OHER OUTLETS:
There are more than 150 outlets in the country which are providing the bottled water to the consumer for drinking purpose.

PLACEMENT TIME:
Aquafina supplying its products in major city of the PAKISTAN and its aiming to make its distribution more intensive as safe and healthy drinking water.

NO OF VEHICLE:
AQUAFINA is possessing 135 heavy vehicle for its distribution to the respective areas. Though them they are taking the full time advantage.

OWN DISTRIBUTION SETUP:

AQUAFINA has its own distribution setup thats why they do not have to spend more on the outer distribution and they take their products to the areas of sales very economically.

TARGET MARKET
Target marketing of Aquafina is off course for the urban areas no one is interested to drink the bottled water as they think that they have canals and tube wells to such their own clean and clear water beneath the surface of land. So the marketing in the rural areas is almost 10% as compared to the urban areas.

PROMOTION STRATEGY
SEPARATE DEPARTMENT:
AQUAFINA has its separate department for the marketing activities, as it sees the experience the market, conduct market survey, takes feedback from the public, print broachers for the public on the roads, give sample to the people free of the cost, takes public opinion through door to door survey ,get informed by public interest through mailing and try to adopt every possible action through which its gets the maximum information about the consumer trends.

PROMOTIONAL STATEMENT:
As it really a pure, safe and healthy drinking water and has bad effect on body so the promotional statement is also related to its reality: PURITY GUARANTED:

MEDIA:
Both the print and electronic media are used for the AQUAFINA,S promotions. All the advertisement are run on the on the television. Also advertising on Web. Although these promotion increases cost but good strategic decision keep the balance between cost and promotion.

SWOT ANALYSIS
STRENGHTH:
Skilled management Best of breed sales staff State of the art production plant Production capacity Large number of distribution vehicles Worldwide well reputed brand Dual purification system Competitive rates Better planed and self controlled distribution Strong financial position

WEAKNESS:
No market share Limited storage space Two similar products from same locations

OPPURTUNITIES:
Market is not mature, so more change to penetrate Favorable changes in Government policies Product demand may increase due to changes in Demographics More opportunities of intensive sales due to extreme weather New technologies can be applied

THERATES:
More market share is associated with Nestle New entrants may enter Unfavorable changes in Demographics for the consumer Inconsistence government policies Bargaining power of the buyer may increase Bargaining power of the retailer may increase Sluggish growth rate of population Poor response from the market

MARKET POTENTIOL
At an average a Pakistani consumer spend 42% of income on food. Retail sales of processed foods are expanding by10% per year. Consumer often prefers branded food items for both quality and status reasons. Demand of packager food is growing. Increase awareness of health principle.

COMPETATORS IN MARKET

Major competitors in market are:

>NESTLE

>KINLEY

>SUFI

>FIRST

REFRENCES
www.ehow.com www.bing.com www.ask.com www.youtube.com