Table of Contents

No. CONTENTS Page #

1 DEDICATION 2
2 ACKNOWLEDGEMENT 3
3 AQUAFINA 4
4 EXECTIVE SUMMARY 5
5 ISO CERTIFICATIONS 6
6 HISTRO & LAUNCHING INFO. 7
7 COMPANY LOGO 8
888 VISION & MISSION STATEMENTS 9

8
9 PEPSICO VALUES 10
10 CORE PRODUCT 11
11 HYDRO-7 PURIFICATION 12
12 PURIFICATION PROCESS 13
13 SWOT ANALYSIS 14
14 SWOT EXPLANATION 15
15 STRENGTHS 16
16 WEEKNESSES & OPPERTUNITIES 17
17 THREATS 18
18 MARKETING STRATEGIES 19
19 PRODUCT STRATEGIES 20
20 PRODUCT STRATEGIES 21
21 PRODUCT STRATEGIES 22
22 PRICE STRATEGIES 23
23 PRICE STRATEGIES 24
24 PROMOTION STRATEGIES 25
25 PROMOTION STRATEGIES 26
26 PROMOTION STRATEGIES 27
27 PLACEMENT STRATEGIES 28
28 PLACEMENT STRATEGIES 29
29 PLACEMENT STRATEGIES 30
30 RECOMMENDATIONS 31

DEDICATION

“THIS REPORT IS DEDICATED TO ALL BUSINESS STUDENTS AND MY RESPECTED

TEACHER”
 We like to dedicate this report to all business students who want to become great business professionals
and want to be on the height of the “BUSINESS WORLD “. We hope that they would be satisfied from our task
and that would help them in their future life.

We at this point shall not forget the fruitful efforts of our teacher Prof. SHEHZAD ALAM without
whom we would have been unable to accomplish this.

ACKNOWLEDGEMENT

We are very thankful to Allah Almighty who has given us the power and ability to think and judge the maters
and then to make use of the blessed abilities. Our most respectable teacher Prof. SHEHZAD ALAM is the only
source who directed us to apply our abilities in the required direction.
AQUAFINA
 Executive Summary

First of all we went to the company and gathered the information from there and then we started analyzing about
the current situation of AQUAFINA. During this process of analyzing the product we came across some
problems and some advantages prevailing in the company.

As AQUAFINA is newly launched in Pakistan so its history is not too long. AQUAFINA has taken
huge step by entering in the market where a strong competitor in mineral water was holding the market.

We are doing this project because we are interested in studying the new entrants of the market and their
current problems.

Our project of AQUAFINA covers the following marketing areas

 MISSION AND VISION STATEMENT OF THE COMPANY

 MARKETING MIX

 SWOT ANALYSIS
After this survey we came to that the company is doing cost based pricing and the motive of the company is to
attain the maximum share. They are introducing competitive prices with high quality. They are doing cost based
pricing. The company wants to hold the market through heavy distribution.

AQUAFINA

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.
 HISTORY OF AQUAFINA

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. That is why its history is too shirt.

LAUNCHING IN PAKISTAN

It was launched in Pakistan on NOV 19, 2005. It was first launched in Lahore and adjoining areas
of Lahore like Qasur, Gujranawala etc. It will be launched in further areas in future.

Company Logo
POSITIONINGSTATEMENT

Vision

To be a leading house of FMCG product and service with local dominance & global Prominence.

Mission

Pledges to serve its customers with the highest level of integrity and diversity in Product and services at
affordable price.

PEPSICO VALUES

OUR COMMITMENT
 To deliver SUSTAINED GROWTH

Through EMPOWERED PEOPLE

Acting with RESPONSIBILITY and building TRUST

GUIDING PRINCIPLES

We must always strive to…

Care for customers, consumers and the world we live in

Sell only products we can be proud of

Speak with truth and candor

Balance short term and long term

Win with diversity and inclusion

Respect others and succeed together

Core Product

The core product of AQUAFINA is mineral water.

 AQUAFINA

It's true. Water is good for you. The more you drink the better you feel. And 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. So make your body happy. Drink more water!

HydRO-7 PURIFICATION

AQUAFINA is purified water, it originates from the public water sources, sever step purification process called
HydRO-7. this is the state of the art process that removes things like chloride, salts and other substances that can
affect a water’s taste.

Every bottle of AQUAFINA is produced at one of our water purification centers through the hydro-7 process.
That’s how you know you are getting pure water and consistent taste every time you open an AQUAFINA.
Anytime, anywhere
Since our state of the art HydRO-7 purification system removes substances most other bottled water leave in,
you get pure water and perfect taste every time. So, make your body happy with these shapes and sizes.

1. Removes particles in pre-filtration Plant

2. Catches smaller particles in polishing filter

3. Eliminates organic matter under UV

4. Removes solids with pressure in Reverse Osmosis

5. Isolates trace elements in Activated Carbon Purifier

6. Makes water clear in Polishing Filter

7. Water goes to Ozone Generator and through water tank to bottles.

SWOT

ANALYSIS
SWOT is the abbreviation of

S for Strengths

W for weaknesses

O for opportunities

T for threats

The SWOT Analysis is an extremely useful tool for understanding and decision making for all situations in an
organization. It provides a good frame work for reviewing strategy, position and direction of a company.

As far as AQUAFINA is concerned, there are also strengths, weaknesses, opportunities and threats.

STRENGTHS

Strengths are company’s 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

 Better-planed & self controlled distribution

 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.

 No market share

 Limited storage space

 Two Similar products from same location

 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

 Favorable changes in Government policies

 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

MARKETING STARTEGIES

PRODUCT STRATEGIES
DIFFERENTIAL ADVANTAGE:

As the brand name of AQUAFINA from PEPSI is itself a differential advantage of the product so it needs
nothing else to convert the consumer interest into sales of the product. The Pepsi Co. never compromise on its
produce standards, and the quality is taken as the core value for company’s product. Quality is never
compromised in the Pepsi Co. for their products.

FUTURE PLAN FOR AQUAFINA:

The company has introduced the flavored water in abroad but not yet in Pakistan, Company has its intention to
introduce the new flavored water in Pakistan, and the company is working in this regard as it needs a good
market for the flavored water because people are hesitant to buy such water in Pakistan. And this also needs a
good marketing.

EXPIRY OF PRODUCT:

Expiry of the bottled water is judged by the quality assurance department of the AQUAFINA. The expired water
is disposed off properly because the expiry is printed on the label of the plastic bottle.

MAKING OF WATER:

In the making stage of the AQUAFINA, the water is properly boiled and sterilized on the state of the art plants,
and then some minerals and health nutrition are added in this to make it healthy and pure enough and free from
germs drinking water.
PRODUCTION TIME:

The minimum time is advised to complete a single bottle to follow the economy of state. The time required to
complete a single pack of AQUAFINA is approximately 20 seconds.

MEASURES BEFORE DISPATCH:

Some measures are taken to maintain the quality of the product AQUAFINA, as it is kept in factory for 24 hours
before dispatching it to the market to avoid any complaints from the consumer. So it’s necessary to keep the
fresh stock in factory for safer marketing.

QUALITY INSPECTION:

The quality inspection teams not only check the ready water from the factory and from the stores but also from
the market as they don’t want the supply of unhealthy water to the consumer as it destroys their credibility.

BRAND NAME:

The brand name is itself a bigger advertisement for the AQUAFINA, as its backed by the strong brand PEPSI
CO. the name AQUAFINA has two parts. AQUA means WATER and FINA is derived from the word FINE.
That means FINA WATER.

PACKING OF PRODUCT:
The label of the bottled water is so attractive that it’s made of very fine colors, and packing material used in this
bottle is also very safe as its closure is made of plastic, and its closure is wrapped by another plastic seal which
protects the germs to enter into the bottle. Also the Blue Fine color wrapper is placed on the bottle to make it
attractive enough for the consumer.

PRICE STRATEGY

PRICE COMPARISON:

The AQUAFINA compares its price with Nestlé PURE WATER as they have good market place in the country,
Nestle are the strong competitors of the AQUAFINA, so the AQUAFINA sets its price according to the market
situation and also the price is based on the activity of its strong competitor Nestle. AQUAFINA does not
compare its price with COCA COLA’s KINLEY as the have not as much market share as the Nestle or
AQUAFINA itself has.

PRICE MATCHING:

AQUAFINA try to match with the Nestlé’s price strategies, as AQUAFINA lower downs its price if the Nestlé is
going down in its pricing techniques and vice versa.
TARGET MARKET:

Target market of AQUAFINA is off course the urban areas as in rural areas no one is interested to drink the
bottled water as they think that they have canals and tube wells to suck their own clean and clear water beneath
the surface of land. So the marketing in rural areas is almost 10% as compared to the urban areas. In urban

areas also the marketing is limited to some major cities like Lahore, Karachi, Islamabad, Faisalabad, Gujranwala,
and Peshawar.

PRICE SETTING:

AQUAFINA has a separate department for its price setting, who oversees the all the market trends, take its report
through the marketing department to know the market trends. They set a unit price for the convenience of the
consumer for the bottled water as people don’t like to give the scattered money like coins to the market.

LOW PRICING:

Offering low prices to the consumer for their product is one of the price strategies of the AQUAFINA WATER.
They try their best to offer the comparatively low prices than offered by other companies in the market to
enhance the market share.

NO INTENTIONS TO INCREASE THE PRICE:

AQUAFINA has no intentions to increase the prices of their bottled water in the near future even it would be a
top of the mind product in future.

PROMOTION STRATEGY

SEPARATE DEPARTMENT:

AQUAFINA has its separate department for the marketing activities, as it sees the and experience the market,
conduct market survey, takes feedback from the people, prints brochures for the people at roads, give samples to
people free of cost, takes public opinions through door to door survey, get informed by public interest through
mailing and try to adopt every possible action through which it gets the maximum information about the
consumer trends.

BALANCE BETWEEN CONSUMER & SALES RELATED TECHNIQUES:

The AQUAFINA the name of quality keeps the balance between consumer related and sales related techniques,
as AQUAFINA know the expected consequences of unnecessary heavy promotions, because it may increase
their cost of product. So it does promotional activities only to that extent at which the customer remains satisfied
and the product’s cost remains at certain bearable level. So the balance between these two techniques is most
important.
SPONSORSHIPS:

AQUAFINA plays an important roll in sponsoring the events in educational institutes like schools, universities
and other institutions. Also it conducts its own programs and event, cultural shows, television backhand
promotions, sponsors cricket matches and other games, give a necessary contribution to the event held by other
organizers. Such promotional activities are at the top of the advertisement techniques.

PROMOTIONAL STAEMENT:

As it is really a pure, safe and healthy drinking water, and has no bad effects on body, so the promotional
statement is also related to its reality i.e. “PURITY GUARANTEED”

MEDIA:

Both the print and electronic media is used for the AQUAFINA’S promotions. All the advertisements are run on
the televisions. Also they advertise on the web. Although these promotions can increase their cost but good
strategic decisions keep the balance between cost and promotions.
PROMOTIONAL BUDGET’S LIMITS:

Obviously like any other company, the AQUAFINA also bear some limits in its promotional budgets, in the
initial stages when the AQUAFINA was launched in Pakistan, heavy promotions were required, because when
the company launches a new product it has to spend more on its promotional activities to make the consumer
more familiar with the product in comparison with others. So the same was happened with AQUAFINA and the
excessive rates were adjusted in the other brands of PepsiCo. And now also the AQUAFINA has its yearly
budget for promotional activities.

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.

No. of other Outlets:

There are more than 150 outlets of AQUAFINA in Lahore, qusoor and Gujranwala which are providing the
bottled water to the consumer for drinking purpose.
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, all the stock is distributed in Lahore and surroundings within this time frame.

Cities of Distribution:

AQUAFINA is supplying its product in major cities of Pakistan like faislabad, 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.
No. of Vehicles:

AQUAFINA is possessing 135 heavy vehicles for its distribution to the respective areas mentioned above.
Through them they are taking the full time advantage of heavy distribution.

Own Distribution Setup:

AQUAFINA has its own distribution setup that’s why they don’t have to spend more on the outer distribution.
And they take their product to the areas of sales very economically.

RECOMMENDATIONS
• The company should introduce 20 liters pet bottles and should also provide the home delivery

• The price of the above mentioned package should be lower as compared to those which are available

• 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.

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