Aquafina Quench

Aquafina Quench
Submitted By: Team SSI

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Aquafina Quench

CONTENTS

Industry Profile Company Profile 1) 2) 3) 4) 5) 6) 7) Vision and Mission STP SWOT Analysis Marketing Mix Market Entry Strategies Launch Operations Differentiating Strategies

10) Advertising Medias 11) Conclusion

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Industry Profile
Bottled water is big business Corporate control over water and water distribution in India is growing rapidly. The packaged water business is worth Rs 1,000 crore, and it's growing at a huge 4050% annually. Corporate control over water and water distribution in India is rapidly growing. As globalisation opens up opportunities for private players, investing in water and/or manipulating water scarcity makes increasingly good business sense for corporations. Over 100 brands are battling over the bottled water market, hard-selling their products in every way possible -- better margins to dealers, aggressive advertising, catchy slogans. The real boost to bottled water came in the early- to mid-1980s with the growth of PVC packaging and, later, PET bottles. By the mid-1990s, many more players had entered the market, and competition was stiff. DEMAND OF WATER WOULD NEVER GO DOWN & WATER WOULD NEVER BE OUT OF BUSINESS

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Company Profile
PepsiCo was established in India in 1989 and has grown to become one of the countrys leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business, which aims to serve the long term dynamic, needs of consumers in India. PepsiCo India and its partners have invested more than 2940 crores rupees since the company was established in the country. PepsiCo provides direct employment to 4,000 people and indirect employment to 60,000 people including suppliers and distributors. PepsiCo nourishes consumers with a range of

products from treats to healthy eats that deliver joy as well as nutrition and always, good taste. PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana100% fruit juices, and juice based drinks Tropicana Nectars, Tropicana Twister and Slice. Local brands Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands. PepsiCo has 43 bottling
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plants in India, of which 15 are company owned and 28 are franchisee owned.

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Vision
To be the Number one company serving the beverage and food industry.

Mission
To serve the people with the best food and beverage provide money. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity. in the their best respective quality segments for and their products

Concept
We are now coming up with New range of Flavored Spring water, this concept or idea of coming up with Flavored Spring water helps us to serve the people with their needs, that is to give them flavored water without changing it into in any cold drink or anything. So we are going to come with a brand Aquafina Quench. We wont change the color of the water, the

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Flavored water will help us to serve you to reduce your thirst, without opting to cold drinks.

STP
Segmentation Market Demographics The profile for Aquafina Quench customer consists of the following geographic, demographic, and behavioral factors: Geographics The segmentation will be based on the Metros, state, and region. REGION North, south ,east, west since our product is applicable in all these regions and our target customers lie in all these regions we will take all the zones into consideration. STATE The major states where in we will be targeting the most is Karnataka, Goa, Maharashtra, Tamil Nadu and Andhra Pradesh.

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We are targeting at these states because, these have the metros and Cosmos, and these have the biggest IT companies.

Metros & Cosmos The major cities targeted will be Bangalore, Hyderabad, Bombay, Panjim, Chennai, and the tier II cities which are well established.

Demographics Age- 5 years onwards Yuppies. People who have attended at least some college. No social class is considered as our product is applicable to everybody and can be bought easily as per their need. Gender Both Male and Female Behavioral Factors Are cognizant about their health. Generally will purchase bottled water. Prefer to buy new things.

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Positioning
Aquafina Quench will position itself as a cost effective, thirst-quenching ,refreshing and servicing

the market need for purified water. PepsiCo will leverage its competitive edge to achieve the desired positioning.

Target Market
The target market that we are aiming at range from the age-group of 5 years and onwards. We are targeting both the sexes as both require water to supplement their thirst. Market Needs Aquafina is providing high-quality spring flavored water that is far more economical and different than traditional bottled water. The Water Factory will offer customers the following important benefits. Personal Service: All interactions will be with the salesperson at a friendly, personal level. High Quality: Only quality products will be sold. We wouldnt be providing junk quality because we dont want to spoil our Good will in the market.

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SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing The Bottled Water Industry. Strengths A wide range of flavors. Focused customer attention. Quality products. Weaknesses Limited by the knowledge of the product. Labor intensive to make initial sales. Currently a limited product line. Opportunities A new product in the market Strong Brand presence in the Bottled Mineral Water Industry Strong existing logistics Threats Other companies coming up with the same type of product

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Inacceptance by the target market. Products which are sold at cheaper rate could be a threat.

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Competition There are several different sources of competition Other companies producing and selling mineral water. Prices can be competitive. Bottled water: There are hundreds of companies that sell bottled water with the price ranging from. Soft drinks: While this is not a direct substitute for water, people drink soft drinks when they are thirsty. Besides the many negative health issues surrounding soft drink consumption, it is as pricey as bottled water. Over the last five years the market for filtered water, typically in the form of bottled water, has exploded. Demand for filtered water has steadily grown.

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Marketing Mix Product

PepsiCo sells Aquafina brand home Bottled Mineral water exclusively. As Aquafina Quench coming up with are Watermelon Mint Vanilla Orange Strawberry Quality : The quality will be of international standards The products will be manufactured in a very clean manner and will be very hygienic in nature is our new product the different flavours that we will be

USP
The most unique thing in our product is that it will come in different flavors, but still the colour will remain the same. We will not be using any permitted colours. The product will be very tasty and along with

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quenching the thirst it will also refresh the taste buds with the unique flavors it comes into.

Price
200ml cups of Aquafina Quench will be priced at Rs 4/ 500ml pet bottle of Aquafina Quench will be priced at Rs 8/ 1ltr pet bottles of Aquafina Quench will be priced at Rs 15/ 2ltr pet bottles of Aquafina Quench will be priced at Rs 28/ 25ltr kegs fitted with spout of Aquafina Quench will be priced at Rs 260/-

Place
Production Centre Wholesalers Retail Outlets Consumers The production centers will be placed in cities with very good Industrial Estates which have all the amenities and the basic infrastructure needed.

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PROMOTIONAL ACTIVITIES
Our new product will be promoted and finally delivered to the end customers (viewers) through three ways i.e. Pre Launch During this phase teaser ads will be aired and pasted so as to create curiosity amongst the target customers. Launch During this phase the advertisements will be very much descriptive in nature and will give out the detailed information about our product and the variety it comes in. The launch will be done officially by having a big event and also a press conference along with it. Post Launch

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In this phase the advertisements will be carrying our offers or contests if we are having any and will also give out the prizes that are to be won or also the discounts that the consumers can credit. Below are listed some of the promotional activities that we have planned out and they are discussed in detail. Kiosks in various malls with jugglers We will place jugglers in the shopping malls where they will be juggling with our product. This will help in the publicity of the product. Rickshaw top advertisement We will place posters and print ads on the rickshaw. It will help advertising of the product in each and every part of the city. Wall paintings in rural areas In rural areas wall painting is used commonly to advertise a product. Here wall painting is the best way of advertising. Tie-ups with various hotels

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We will be tying up with various well known and reputed hotels. This will help in promoting our product. Billboards This would help us in building a brand image of our new product in the minds of the end consumers. We will have a number of billboards and hoardings in front of Schools and colleges, at malls and at other places. Signposts We will place signposts on high ways, main roads and all across the city along the road-dividers. Our signpost will be showcasing the details about the product (descriptive ads).

Advertising on railway coaches As Railway is the backbone for that means of transportation, our advertisements will be printed on the coaches of trains which ply on major routes. Tie-up with railways
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We will tie-up with the railways, as to endorse and help in carrying our product as in to conduct business. The pantry staff will be carrying out our product with different flavors and also will be a source of business to us as well as to promote our new product on major routes. Setting up of stalls at major events We will set up with stalls which will portray and sell our product. We will be having contests and games on the spot in our stalls so as to draw more customers and the winner gets some gifts. These major events will be a platform to popularize the new venture. Sponsoring marathons This would serve as an indirect platform to promote the be product giving which will of directly our associate to in the contributing to the social cause of marathon. We will free samples product participants once they complete the 10 kilometre mark.

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Sponsoring a spell bee competition in India. The spell bee competitions are exclusively for the children below the age group of 14years. By sponsoring this event the product would gain recognition in the respective age group. The official water partner It means sponsoring the Indian cricket team and also being the beverage partners for major events, Through this promotional strategy we will be able to extend the brand image among the consumers through the means of sports. Sponsoring inter-school athletics meet Through this we will be able to reach our target market in specific. It will help in creating awareness of the brand. The product Aquafina Quench will be mainly promoted through selling them in the most happening places where in we would be able to reach the target audience at large. The places are 1. Fitness Center. 2. Clubs. 3. Multiplex.
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4. Departmental stores. 5. Ice-cream parlors. 6. Caf and retail sports outlets. 7. Besides restaurants ad in hotels. 8. Super market.

INSTITUTIONAL SEGMENT
Restaurants and Hotels We are promoting our product in the form of samples in 200ml cups in restaurants and hotels. Transport channels Providing free 200ml cups to all the passengers travelling in transport channel like buses and trains. The free sample will be provided for one long week.

Market Entering Strategies

Aquafina Quench will be entering the Indian Market now, it has to define its strategies well and tap the potential customers of the Indian market. We will focus mainly on quality and availability, and so it would start with a niche market for its own. The strategies applied by us to enter into the Indian market would be as given below-

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Market Skimming Strategies-

It is into selling of

premium packaged drinking water and so it would concentrate on a niche for a market. As a part of the entering strategy it would focus on Market Skimming method. It would skim the market into its potential segment and market itself particularly to the higher segment of customers.

PR Relations- needs to strategize its market potential and to enter in to the premium segment it would come up with a sponsorship for a grand event for the best promotion in the market and maximum awareness among its segment.

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Launch Operations
Reasons being that the Indian market has a greater potential for packaged drinking water over the rest of the regions. Over the last several years, waterstarved Indians have paid nearly $10 million (Rs. 500 million) to private water companies for 3.7 billion liters of potable water each month to augment the inadequate supply delivered by the state-run Water board. Manufacturing Unit- would set up its manufacturing base at Bangalore Delhi Mumbai Hyderabad Chennai Kolkata Chandigarh Jaipur Panjim This destination have been selected considering

various aspects such as1. Availability of water

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2. Ideally located 3. Linkage 4. Cost of Setting

Differentiating Strategies
The only competition faced by our company is from Brands from the stables of Coca-Cola Company and on a minute scale by the local brands and to curb the competition it is essential to distribute and advertise the product well. The steps that we have taken are as follows It is a usual trend in the beverage segment that customers opt for products that are easily available and since we are entering into the market afresh it should differentiate itself in terms two of the distribution and the and better can availability. The distribution is divided in to channel levels company provide a few incentives for the distributors to promote and distribute their product in a proper manner.

Aquafina Quench is bottled spring flavored water which is segmented to the premium

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group

of

customers

and

to overcome

the

competition from other companies we should get into massive advertising of the product to gain the awareness that it requires at its initial stage. Local brands lacks the advertising of the bottled drinking water, this could be a tactical advantage for us as it can get into television advertising down south of and the product it and in print leading advertisings, such as hoarding in big cities advertising newspapers and magazines.

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Growth potential
There is tremendous growth opportunity for our product as it is very new and comes from a trusted beverage company Due to the goodwill of our parent company we have a better chance of out-doing our competitors and stand tall amongst the other competitors

Branding Strategies
Since there are various brands in the market of water beverages, advertising. Packing Aquafina Quench would be branded in terms of its packaging, we have a unique packaging for the brand which would focus on the style and different structure of the bottles that would attract the customers. Since affluent class focus maximum on the style and to curb their potential, our product would provide them what they want from it. the branding for Aquafina Quench would have to be very vigorous in terms of its

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Designing- The designing for the outer cover of Aquafina Quench would be made out of 3-D papers to make it more attractive for the customers. The branding would focus on the designing of the bottle. Further the marketing and advertising would be made at fullest extent to brand it well among the elite class of customers.

ADVERTISING MEDIAS
PRINT MEDIA NEWSPAPER We are advertising in the newspapers as it carries enormous amount of flexibility, timeliness, excellent local market coverage, One of the fastest means of communication. We are showcasing advertisements in leading newspapers and other English newspapers. BROADCAST MEDIA

RADIO We will be airing our advertisements in the FM-

Radio in the Metros and the Cosmos as it is a mass usage.

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TELEVISION We will be advertising in the televisions in and across many local cable channels and Satellite connections as television is being viewed the most, so the advertisement is reached to the people through every nook and corner. MAGAZINES Advertising in the magazines also helps in promoting the product. Advertising in various types on magazines and leading magazines will help in the brand image and the sales of the product.

UNCONVENTIONAL MEDIAS
PAMPLETS The pamphlets will be distributed to each and every Organization, Companies, each and every houses, Colleges. The pamphlets will describe about the new product from PepsiCo Aquafina Flavored Spring Water, Contains the details, special features,. TRANSIT Taxies and Buses are the medium for advertisement. The advertised poster about the

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flavored spring water, is being exposed, and being showed to the general public and whoever comes across. The product gets known in the eyes of the people. The Taxies and the Buses will be used as the means for advertisement.
JUGGLERS

We will be having trained jugglers who will be juggling with our products wherever our kiosks will be put up. Wall painting We will be painting the walls with out advertisements Billboards Billboards will be erected at every major area in the target cities so as to have more eyeballs.

T-Shirts, Caps and Badges The t-shirts and badges will be carrying our brand logo and will be given as gifts or as a compliment.

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Conclusion
With all these strategies and plans there will arise no doubt in anybodys mind that our product will not make its mark. Indeed it will chart and carve out a new identity for itself and be the leader for years to come.

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