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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

Final project: Marketing Strategy

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.

Final project: Marketing Strategy

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

Final project: Marketing Strategy

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

Final project: Marketing Strategy

HISTORY OF AQUAFINA

Aquafina

Type

Water Beverage

Manufacturer

PepsiCo, Inc.

Country of origin

United States

Introduced

1994

Aquafina is a brand of bottled water. It was first distributed in Wichita,

Kansas in 1994, and was distributed across the United States, Canada,
Turkey Vietnam Pakistan and India. As of 2003, it had become the United
States' top-selling bottled water brand in measured retail channels. Aquafina
is sold in 12-fluid ounce, 500-milliliter (16.9 fl oz), 20-ounce, 24-ounce, 1liter, and 1.5-liter bottles.
Aquafina uses PepsiCo's own purification system, which it calls HydRO-7,
that includes charcoal filtration, reverse osmosis and Ozona ion. PepsiCo
states in marketing material that this system removes substances that may be
in other brands of bottled water. As of July 27, 2007, PepsiCo put a
disclaimer stating the water comes from a "public source" on each bottle.
Aquafina uses the term "Purified Drinking Water" on its label. In Canada the
current 1.5 L bottle of water displays "Dematerialized Treated Water". The
bottle also displays that the water is "From the public distribution of
Mississauga. ON. Michelle Naught on, a Pepsi-Cola North America
spokeswoman said, "If this helps clarify the fact that the water originates
from public sources, then it's a reasonable thing to do."
PepsiCo produces several other products under the Aquafina label:
Final project: Marketing Strategy

Aquafina Sparkling carbonated flavored water, available in Berry

Blast (Raspberry), and Citrus Twist.
Aquafina Flavor Splash, flavored water (without carbonation), and
artificially sweetened with Scurrilous, available in Grape, Citrus
Blend, Wild Berry, and Raspberry.
Aquafina Alive, a low calorie, vitamin-enhanced water beverage,
available in Berry Pomegranate, Peach Mango and Orange Lime.
Aquafina plus+, a low calorie (120 calories per 591mL bottle), vitamin
supplement water beverage available in "Blackberry Grape",
"Pomegranate Cherry","Passionfruit Citrus" and "Orange Tangerine".

Aquafina is an official sponsor of Olympus Fashion Week, Sundance

Film Festival, Tribeca Film Festival, Carolina Panthers, and the PGA.

Final project: Marketing Strategy

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.

Final project: Marketing Strategy

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.

Final project: Marketing Strategy

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

Increasing overall population with a significant increase in urban

population has resulted in more consumption of consumer goods

Final project: Marketing Strategy

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WORLD WATER BOTTLED MARKET

Annually consumption

189billion liter

Estimated sales

$ 200 billion

Consumption growth

7 % per year

PAKISTANI BOTTLED WATER

People using bottled water

7 to 8 %

Annually consumption
water

1.7 billion liter

Estimated sales

RS 20 billion

Consumption growth

1.7 % per year

Final project: Marketing Strategy

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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%

Final project: Marketing Strategy

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Urban population

56 million

Urban Population growth rate

2.10%

Size of middle class

82 million

Middle class growth

3%

Age structure:
Age category
0-14 years
15-64 years
65 years and over

Final project: Marketing Strategy

Population
64.5 million
94.5 million
7.0 million

%age
39%
57%
4%

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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

Final project: Marketing Strategy

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Industrial SWOT Analysis

Strengths:
The main strength of this industry is the lifestyle of the people is changing
and this is reason that some local and multinational companies are entering
in this industry. Demand is increasing day by day in the bottled water.

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.

Final project: Marketing Strategy

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Market Analysis:
Major players in this industry are:
Nestle
Kinley
Sufi
First
Others

Market Share of Different Companies

in Pakistan:

Final project: Marketing Strategy

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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.

Final project: Marketing Strategy

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Why preference you aquafina?

The quality of aquafina is increasing day by day, so the people who

preference aquafina is 45 % and other prefer on price, availability, image
and some people prefer in other reasons.

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What is the brand power of Aquafina ?

Income level of Aquafinas users:

Final project: Marketing Strategy

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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

Short term goals

To boost the sales
Creating value for customer

Long term goals

Make the brand loyalty As PEPSI Has
To give the awareness to use it

Final project: Marketing Strategy

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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.

Final project: Marketing Strategy

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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

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PROMOTION
ADVERTISING STRATEGY
TV
RADIO
NEWSPAPER
MAGAZINE
BILLBOARD
BUSINESS TO BUSINESS PROMOTION
(YELLOW PAGES)

Final project: Marketing Strategy

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SWOT ANALYSIS OF AQUAFINA

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.

Final project: Marketing Strategy

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MARKET GROWTH OF AQUAFINA

The growth of aquafina is increasing day by day. In 2004 it was only 11 %

as shown in above diagram and now in 2008 it has been reached at 22 %.

Final project: Marketing Strategy

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BIBLIOGRAPHY

CONSUMER SURVEY
Gallop survey
economic survey of Pakistan
met with Sajid Ali ( sales manager )
www.altavista.com
www.google.com
www.wikipedia.com

Final project: Marketing Strategy