Aquafina

Ahsan
Bushra
Ibad
 Product Info
• Product: Aquafina
• Parent Company: Pepsi
• Category: Water
• Tagline: The purest part of you
• USP: Aquafina goes through State-of-the-art
process to give consumers pure water with
perfect taste.
 Introduction
• Packaged water bottle from renowned brand
PepsiCo, which is a leading brand in Pakistan
for soft drinks.
• PepsiCo launched aquafina in year 2005 in
Paksitan
 SWOT ANALYSIS
• Strengths: Best branding and advertising through
TVCs, print ads, strong logistics and supply chain
which enables distribution across the nation,
Brand Pepsi adds more value to it, environmental
friendly, sponsor of major supporting events.
• Weakness: Lots of players in the packaged water
segment which means limited market share,
cases of used bottles being refilled by local mafia
affects image slightly.
 Contd..
• Opportunities: Leverage successful brand
Pepsi, Advertise more with benefits of pure
water, Buy out and acquire competition, more
tie-ups with hotels, corporate, colleges etc.
• Threats: Competitors, Lot of people don’t
spend on water or buy local brands, a lot of
local brands of bottled water.
 Marketing Mix
• Product: Bottled Water
Strategy: Features should be written in Urdu which will enlighten the
brand awareness and brand aims to the people like what they
actually offering. As we know that water is one of the basic
necessity and these social class people doesn’t count it to purchase
it.
• Price: As these social class are much price concious
Strategy: Offer 1.5 Litre water bottle for Rs. 40 which will give them
the feeling to have branded water and will fulfill their day needs
almost 6-7 glass a day. Their mindset is to have more in less price.
They can also introduce new variants in small packaging to compete
with existing players.
• Place: We can place it on local hotels where labor class
people come to have lunch, we can place it Civil/Jinnah
type of hospitals. Free/Low rates bottles supply on events
like Mela, holi, Eid, Christmas etc.
• Promotion: Middle lower and Lower class
Strategy: Marketing should be done through TikTokers, as
most of the followers of these belongs to social class
middle lower and lower class. Replacing Matka to bottle
water with no leakage in it.
Tiktokers will communicate through the campaign “SAAF
PAANI” which will also play a big role in promoting the
brand.
• Target Audience: The target audience we are aiming
for aquafina is the 20-45 years old people.
• Positioning: Aquafina will position itself with cost
effective and refreshing beverage, fulfilling the
market need for pure water guaranteed.
• Strategy: Aquafina has to focus on persuasive and
reminder advertising. It will enable them to build
brand preferences which will encourage customers
to at least give it a try by changing customers
perception.