PROJECT OF MARKETING RESEARCH

Submitted to:MR.AHMAD UR RAHMAN

Submitted by:ZAEEM HASSAN

2008-ag-469

HUSSAIN AFZAL

2008-ag-900

MUHAMMAD ZOHAIB ARSHAD

2008-ag-430

IMRAN KHAN SHABIR

2008-ag-216

MUHAMMAD SUFYAN

2008-ag-452

MUHAMMAD ISHFAQ

2008-ag-215

ALI AFZAL DAR

2008-ag-915

WAQAR AZEEM AWAN

2008-ag-297

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
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.

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

1.7 billion liter water

Estimated sales

RS 20 billion

Consumption growth

1.7 % per year

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

1.0 million

Population and growth:

population

180
million

Growth rate

4.09%

Urban population

56
million

Urban Population growth rate

2.10%

Size of middle class

82
million

Middle class growth

3%

Age structure:
agePop Age category
n
0-14 years

Population & %age

64.5 million
39%

15-64 years

94.5 million
57%

65 years and over

7.0 million
4%

SWOT ANALYSIS OF AQUAFINA

STRENGTH
Parent brand is PEPSI
Price of bottle is 2nd biggest strength
Distribution channel is strong
Marketing staff who lead AQAUAFINA
highly preferable for health conscious people
its plant of filteration is awarded as worlds no.1 plant
best bottle manufacturing plant of the world
best relations with shop-keepers
party orders due to promotional packages like 1 pet free on purchase
of 2 pet.but now a days 1 bottle with every pet

WEAKNESSES

Taste is not good

Bottle swell up when it is kept in sun light
Taste changes in 24 hours if it is not kept in 20-30 c temprature
WEAK in TV commercial
Behavior with their distributors
No proper measuring of their activities & products after sales
No feedback they get

OPPORTUNITY
Apply the experience

 GOOD MARKET GROWTH

Lack of pure drinking water over the country
New bulk of water is being introduced by AQUAFINA

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 GROWTH OF AQUAFINA

The growth of aquafina is increasing day by day. In 2004 it was only 11 %
as diagram and in 2008 it has been reached at 22 %
NOW IN 2010 AQAUFINA HAS MARKET SHARE OF 40 %

Market Analysis:
Major players in this industry are:
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

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

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.

Pricing Policy
On going rate price
Almost the prices of all bottled water is same
500 ML
1500ML

15
28

DISTRIBUTION
PRIMARY DISTRIBUTION
Producer TO distributor
SECONDARY DISTRIBUTION
Distributor TO retailer TO consumer
*ALSO DISTRIBUTING TO DIRECTLY SHOPKEEPERS
BECAUSE TO COVER MANY WEAK ARES LIKE VILLAGES etc

PROMOTION
ADVERTISING STRATEGY
TV
RADIO
NEWSPAPER
MAGAZINE
BILLBOARD
BUSINESS TO BUSINESS PROMOTION
(YELLOW PAGES)
Giving incentives to distributor & shopkeepers
Incentives for ASMs (bout 10 & hit 10 strategy)
Stands,t-shirts,chiller,etc for sales promotion & BRAND loyality

asddasdasdffgsfdgfgh

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,regarding Nestl water. It starts with an introduction about
Nestl followed by the history of Nestl. It gives a briefing about Nestl.
This report also includes the market mix of the product. All the 4Ps
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 Nestl 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
Henri Nestl founded Nestl in 1866 in Switzerland. Nestl means
little nest in Swiss German. Nestl first customer was a premature infant
who could tolerate neither his mothers milk nor any other conventional
substitute. Thus, Henris ultimate goal was to help fight the problem of
infant mortality due to malnutrition for which he developed a product

combining various cows milk, wheat flour and sugar and name it Farine
Lactee Nestl, which was the first product of Nestl being marketed in
Europe.
In 1974, Jules Monnerat purchased Nestl and collectively they
launched a condensed milk product of its own. In 1905, Nestl got merged
with Anglo-Swiss condensed milk.
After some time, when Nestl got fully established and all its
operation were properly functioning in Europe and was gaining fame around
Europe, then Nestl decided to set up production plants around the globe to
ensure the growth of the organization and to become multinational.
The decision to set up industrial operation in new market needs a lot
of research, as there are various factors that effect the growth of the
organization and turns out to be a loss for the company. Such factors are as
follows
The availability of raw material
Cost factor
Economic climate
Consumer purchasing power
Consumer tastes
The decision to become multinational turned fruitful for Nestl and today
Nestl 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:
Major players in this industry are:
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

Short term goals

To boost the sales
Creating value for customer

Long term goals

Keep the loyalty of customer with NESTLE

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 NESTLE water is much nice than AQAUAFINA

Pricing Policy
On going rate price
Almost the prices of all bottled water is same
500 ML
1500ML

18
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

Recommendations for AQAUFINA: CONTROL PRICE

KEEP THE TASTE HIGH
GET FEEDBACK FROM BUSINESSCUSTOMERS & CONSUMERS
AS WELL
DNT REMOVE NATURAL MINERALS
HAVE SPECIAL MEASUREMENT AFTER SALES LIKE CHECK
TEMPRATURE OF GOWDAMS & DISTRIBUTOR PLACE OF
STORAGE
INCREASE INCENTIVES OF DISTRIBUTORS,BECAUSE FOR
LAST 5 YEARS INCENTIVES ARE SAME
REDUCE PRESSURE ON DISTRIBUTORS FOR MORE & MORE
SALES,BECAUSE ITS LEAD TO FRAUD & CHEATING
MAKE PAKISTANI EMPLOYESS FAMILIER WITH FILTERATION
PLANT SO THAT COST OF FOREIGNERS WILL DECREASE WHO
ARE OPERATING PLANT
TRAINING PROGRAMME
IT IS A GREAT CHANCE TO COMPETE WITH ITS COMPETITOR
BECAUSE IT IS 1-1 COMPETITION THIS TIME & GREAT
OPPURTUNITY FOR AQUAFINA
GIVE MORE BOTTLES TO CUSTOMER ON SALE OF
PET,BECAUSE IT IS RECORD THAT WHEN ITS HAVE
PROMOTION THAT 1 PET IS FREE WITH PURCHASE OF 2
PET,ITS MAKE A GREAT BUSINESS & GET TARGET SALES,EVEN
MANY AREAS GET 110% SALES AS THEY WERE TARGETED
INCREASE LIFE OF TASTE & BOTTLE
DO NOT CHEAT WITH CONSUMERS BECAUSE MAN POWER IS
LARGEST POWER IN THE WORLD AFTER ALMIGHTY ALLAH

Recommendations for NESTLE: KEEP THE TASTE NICE

INCREASE ADVERTISING & SHOW YOUR COMPETITIVE EDGE
INCREASE LOYALITY OF CUSTOMER WITH BRAND THROUGH
ATTRACTIVE PACKAGES
KEEP THE PRICE LOW,BECAUSE THE DAY WHEN PRICE WILL
COMPETITOR WILL BE VERY NEAR TO YOUR PRICE YOUR
SALES WILL BE BOOST UP.
INCREASE ITS DITRIBUTION NETWORK
TRY TO GET MORE & MORE PARTY ORDERS
GIVE KEEN INTEREST TO CRM
INCREASE INCENTIVES & PROMOTIONAL ACTIVITIES
More focus on C & D Class Shops by revisiting Shop wise data.
Training of ASMs by Regional Head as a Coach / Team Leader.
Training courses/workshops for team
Conduct Training Sessions of Salesmen at least once a month at
Regional Level.
Hiring of Quality Sales people is in process in Faisalabad City.
Re-define roles & responsibilities of every Individual in order to
bring ownership and sense of responsibility.
Weekly Meeting with Distributors and Sales Team in order to review
weekly target closing

Recommendations for GENERAL PUBLIC: BE QUALITY CONCIOUS

DO NOT COMPROMISE ON YOUR HEALTH
FIRST SEE THE BOTTLE FIND OUT EXPIRY DATE & THEN
DRINK IT
YOU PAY FOR PRODUCT,ITS YOUR RIGHT TO GET PURE
PRODUCT.IF YOU DO NOT GET PURE PRODUCT THEN YOU
MUST NOT BE SILENT.DO JEHAD AGAINST WRONG 1,FRAUD &
CHEATER
TAKE YOUR SPECIAL CARE & YOUR PARENTS AS WELL
BE UNITED
BE PETRIOT WITH PAKISTAN