Académique Documents
Professionnel Documents
Culture Documents
Submitted to:-
MR.AHMAD UR RAHMAN
Submitted by:-
MBA 4TH
MARKETING
UNIVERSITY OF AGRICULTURE
FAISALABAD
AKNOWLEDGEMENT
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 ALLAH
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.
TOPIC & CONTENTS
AQUAFINA
• Executive summary
• History
• world water bottled market
• PAKISTAN water bottled market
• Economic survey
• SWOT ANALYSIS
• Target market
• Point of purchase
• COMPETITIVE ADVANTAGE
• Market growth
• Market analysis
• Marketing mix
• Product packaging
• Pricing policy
• Distribution
• Promotion
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
HISTORY OF AQUAFINA
ECONOMIC SURVEY
Pakistan’s 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 1.0 million
Population and growth:
population 180
million
Growth rate 4.09%
Urban population 56
million
Urban Population growth rate 2.10%
Age structure:
• STRENGTH
• WEAKNESSES
• OPPORTUNITY
• Threats
• Awareness among people about reality of sales strategy & water
ingredients
• Increasing cost plant
• 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.
• Expiry date is not mention on bottles
• New logo of pepsi is also a threat because in old stock there is old
logo is printed till now,which means that bottles are old
Target market
Earlier AQAUAFINA focus on people of age 14-40
But now there are successful in getting this target market
This time AQAUFINA is focusing on CHILDERNS
That is why most of the ads containing children as actors & characters
Point of Purchse
Point of purchasing of plastic is THAILAND
& water from PUBLIC SOURCE
COMPETITIVE ADVANTAGE
• PEPSI parent brand
• Competitors licenses are cancelled by HIGH COURT
• LOW PRICE
• STRONG DITRIBUTION NETWORK
• BOTH PULL & PUSH STRATEGIES
• Attractive promotional activities as compare to their competitors like
in start AQAUFINA offered 1 pet free with every 2 pet.that help out
the AQAUAFINA to capture more & more market
Market Analysis:
Nestle
Kinley
Sufi
First
Others
MARKETING MIX
PRODUCT:
VISION:
To provide superior water to our consumer
MISSION:
To provide the healthy water in order to facilitate people
Product packaging
Plastic bottles
500 ml
1500 ml
Labeling
USP
purity
Taste of Aquafina is taste of Water.
Pricing Policy
500 ML 15
1500ML 28
DISTRIBUTION
PRIMARY DISTRIBUTION
Producer TO distributor
SECONDARY DISTRIBUTION
• Executive summary
• History
• SWOT ANALYSIS
• Target market
• Point of purchase
• COMPETITIVE ADVANTAGE
• Market growth
• Market analysis
• Marketing mix
• Product packaging
• Pricing policy
• Distribution
• Promotion
Executive Summary
This report also includes the market mix of the product. All the 4P’s
of marketing mix for the product has been discussed and explained to reveal
the significance of its pricing, product, placing and promotional activities
along with the strength and weaknesses of the organization.The report shows
an internal architecture of the working of the Nestlé confectionary business.
It gives a detail about the supporting department that has helped the business
in their daily working.
Also it discusses the objectives, policies of the organization along with their
competitors at national level. There are also some
suggestions/recommendations for the business.
HISTORY OF AQUAFINA
After some time, when Nestlé got fully established and all its
operation were properly functioning in Europe and was gaining fame around
Europe, then Nestlé decided to set up production plants around the globe to
ensure the growth of the organization and to become multinational.
The decision to become multinational turned fruitful for Nestlé and today
Nestlé has its own operations and products in America, England, India,
Brazil, Australia, Pakistan, Hungary, France, Belgium, Italy, Spain and
various other countries around the globe.
SWOT ANALYSIS OF NESTLE
• STRENGTH
• LARGE MARKET SHARE
• ALREADY EXISTING IN MARKET AS COMPARE TO
COMPETITORS
• IT IS KNOWN AS PURE WATER
• BEST STAFF,SPECIAL R & D dept
• Resources
• Brand Image
• Consumer Pull
• category focused sales
• WEAKNESSES
• Advertisement / Promotional Campaigns
• Weak distribution due to less VANS
• Less Number of Chillers
• High turn over of salesmen
• Low Trade Offer as compare to competitor
• Food Services accounts e.g. Restaurants, Bus stands,
Railway stations
• High price
• Less party orders due to high price
• OPPORTUNITY
• Changing Lifestyle
• Faisalabad City Developing on Fast Track
• Increasing literacy rate
• Sub Standard Quality of Drinking Water
• Very low per capita consumption of NPL
• Big Shop Universe
• Threats
• High Trade offers by Aquafina & Kinley
• Rising Inflation Rate
• Low prices of competitor
• Awareness of customer is increasing
Target market
Target market is same as of AQAUFINA
First target was to capture people of age 14-40
Now kids & children
Point of Purchse
Point of purchasing of plastic is THAILAND
& water from PUBLIC SOURCE
COMPETITIVE ADVANTAGE
• Its purity is its competitive advantage
• Its promotional activities regarding after sale is attractive
Like if any bottle in pet is leaked but sealed,then it is replaced while
no competitor do like this,which create more security for business
customer
• More care in filteration process as compare to AQUAFINA
MARKET GROWTH OF NESTLE
NESTLE IS LEADING THE MARKET WITH MARKET SHARE OF
52%
Market Analysis:
AQUAFINA
Kinley
Sufi
First
Others
MARKETING MIX
PRODUCT:
VISION:
To provide PURE WATER to consumer
MISSION:
To add up minerals best for digestive system of human body
Product packaging
Plastic bottles
500 ml
1500 ml
Labeling
USP
purity
Taste of NESTLE water is much nice than AQAUAFINA
Pricing Policy
500 ML 18
1500ML 35
DISTRIBUTION
NESTLE has its own distribution network
So
They provide products to shopkeepers & end consumer itself
PROMOTION
ADVERTISING STRATEGY
TV
RADIO
NEWSPAPER
MAGAZINE
BILLBOARD
BUSINESS TO BUSINESS PROMOTION
(YELLOW PAGES)
• Giving incentives to shopkeepers
• Incentives for ASMs
• Stands,t-shirts,chiller,etc for sales promotion & BRAND loyality