Objective

To increase AQUAFINA sells from 12% to 50%

AQUAFINA is a product of PepsiCo. It was launched in America in 1988. It is the top bottled water in America. After doing a good business in the other countries of the world it has recently been launched in Pakistan. It was launched in Pakistan on NOV 19, 2005. It was first launched in Lahore and adjoining areas of Lahore like Quasar, Gujranwala etc. It will be launched in further areas in future. AQUAFINA has taken huge step by entering in the market where a strong competitor in mineral water was holding the market. 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, 14000 certified. We are doing this assignment because we are interested in studying the new entrants of the market and their current problems. Since AQUAFINA'S seven-step HydRO-7 purification system removes substances most other bottled waters leave in, you get pure water and perfect taste every time. 1. 2. 3. 4. 5. 6. 7. Removes particles in pre-filtration Plant Catches smaller particles in polishing filter Eliminates organic matter under UV Removes solids with pressure in Reverse Osmosis Isolates trace elements in Activated Carbon Purifier Makes water clear in Polishing Filter Water goes to Ozone Generator and through water tank to bottles.

STRENGTHS Strengths are companys positive points which help the company to attain the strong position in the market which provide the company opportunities to offer a better company than its competitors. AQUAFINA has following strengths which show its success. Skilled management Best of breed sales staff State of the art Production Plant Production capacity Large number distribution vehicles World wide well reputed brand Well reputed company in Pakistan Dual purification system Competitive Rates Strong financial position

WEAKNESSES

Every company have some weaknesses because no one is perfect in this world, as far as AQUAFINA is concerned, it also has some weaknesses. Minimum market share Limited storage space Unlikeness of taste

OPPURTUNITIES The company must use best strengths to take advantage of attractive opportunities in the environment. Market is not mature. So, more change to penetrate More products of the same category can be introduced in order to target more and more customers Product demand may increase due to changes in Demographics and Psychographics More opportunities of intensive sales due to extreme weather New technologies can be applied

THREATS More market share is associated with Nestle New entrants may enter specially COCA COLA International Unfavorable changes in Demographics and Psychographics of the consumer Inconsistent government policies Bargaining power of the buyer may increase Bargaining power of the retailer may increase Sluggish growth rate of the product Poor response from the market

Placement / Distribution Strategies Main Distributors: The main distributors of AQUAFINA are the Riaz Bottlers Lahore, they are providing the full time services to the Lahore and surroundings by distributing the AQUAFINA water. Problem Having When Sales Return from Distributors: If the stock which is returned to the Riaz bottlers by the small distributor is expired then the complete stock is spoiled but if the stockiest of this bottled water refuses to sale the water on the basis of low sales in a particular area then the company dose not hesitate to accept the sales return because the company does not want its retailers and small distributors to be annoyed. Placement Time: The company retains its whole fresh stock in the premises of the production plant for 24 hours to avoid any complaints after distribution to the retailers. And the maximum time to retain the bottled water in factory is 3 to 4 weeks. Cities of Distribution: AQUAFINA is supplying its product in major cities of Pakistan like Faisalabad, Karachi, Gujranwala, Lahore, and Peshawar and is aiming to make its distribution more intensive to the other cities of the country by introducing it as safe and healthy drinking water. Major Competitors Nestl is the market leader in the water industry. It is the first company which launched bottled water for first time in Pakistan and thats why it has maximum market share than others because of being pioneer in this industry. For different product categories there are different competitors of AquaFina.

AquaFina Major Competitors at this time who are also offering their water product in market are following:

Nestle pure life (NPL) Kinley water

The competition between the firms, which are satisfying the same customer, needs. Market Share

NPL share is 51%. Pepsi Aqua Fina share is 12% Sufi Water has share of 16%. Kinley water has 10% Remaining 11% is for all other competitors.

To Increase Aquafina sells have to Identify

GAP Analysis GAP analysis stands for identification of GAP analysis in the market, which a company can capitalize upon. This means the difference of customer wants, and what company is giving. The remaining potion is called GAP analysis. GAP analysis for company is giving below, if we compare Aqua and Nestle. Nestle pure life has large market share, easy availability; water is pure with vitamins and having a good taste among customers. NPL has strong brand image on consumer mind. As water is a product of daily usage so its availability at right time and at right place is very important. Ultimate consumers demand immediate satisfaction from convenience goods and will not defer to purchase a particular brand. Solution The company should introduce 20 liters pet bottles and should also provide the home delivery. As AQUAFINA has been given good response so AQUAFINA juices should also be introduced in the market in summers The company should not have delayed launching in other cities The company should make public aware of the features available in the product by mentioning it in the commercials They should place refrigerators of AQUAFINA in the outlets for marketing purpose. Should have work on betterment of AQUAFINA taste. Should have to work on strong supply chain to increase AQUAFINA availability.