AQUAFINA

Introduction:
Aquafina is brand of PepsiCo. It is headquartered in New York. PepsiCo was the
outcome of merger of Pepsi – cola and Lay – fruit Inc. which took shape in year
1965. The company is known for a great hold in consumer market. Aquafina is
one of the profitable ventures of PepsiCo.

There is a lot of local competition and besides the international labels, the
consumer market is hit by the local and regional bottled brands and that
largely affects the hold of Aquafina in the market.

MARKETING MIX

Product:
Water is a resource in many regions but in many places it is scarce. Another
factor is the fear in consumers mind as they want to drink RO filtered water or
bottled water only which is clean. To keep up the purity, Aquafina has come up
with the technologies to filter water and provide with the best quality bottled
water to the consumers. There are various sizes of the bottled water; larger
sizes are meant for corporates but smaller sizes are meant for residential
customers.

Example: Aquafina has purchased the hydro 7 filtration technology from

PepsiCo. The new low-calorie water is the added product in the list of
Aquafina.

Place:
Worldwide Aquafina has countless number of middlemen and distributors
which make the product reach out to common man with ease. A human cannot
go without water for longer times, so the success of the company depends on
the distribution.

Example: One of the key factors to the sale of Aquafina is availability. Most of
the shops have it or sometimes it can come on our doorsteps.
Price:
The prices in different nations and at the different places are decided as per the
consumer market. It is mainly competitive pricing because Aquafina also adjusts
its pricing as per what is being offered by competition. Its pricing is higher
because of the transportation involved from manufacturing hub to the
consumer, due to the money invested in branding or advertising and because of
high filter mechanism.

Example:

Aquafina prices varies from place to place, i.e. In Neuplex it is sold

in Rs. 100 whereas in local areas its price is Rs. 60.

Promotion:

Their promotional techniques include, television advertisements,

ads in the print media to reach out maximum to the local
population with low cost. Aquafina clearly states the fact they are
simply a pure water brand, free from any kind of bacteria and
germs “Purity Guaranteed”.

Example:

Aquafina’s recent advertisement is featuring the famous Mahira

Khan with her brand image, along with the words “World class
drinking water”.