aquafina quench
TRANSCRIPT
Aquafina Quench
Aquafina Quench
Submitted By: Team SSI
Team SSI
Aquafina Quench
CONTENTS
1) Industry Profile
2) Company Profile
3) Vision and Mission
4) STP
5) SWOT Analysis
6) Marketing Mix
7) Market Entry Strategies
8) Launch Operations
9) Differentiating Strategies
10) Advertising Medias
11) Conclusion
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Aquafina Quench
Industry Profile
Bottled water is big business
Corporate control over water and water distribution in
India is growing rapidly. The packaged water business
is worth Rs 1,000 crore, and it's growing at a huge 40-
50% annually.
Corporate control over water and water distribution in
India is rapidly growing. As globalisation opens up
opportunities for private players, investing in water
and/or manipulating water scarcity makes
increasingly good business sense for corporations.
Over 100 brands are battling over the bottled water
market, hard-selling their products in every way
possible -- better margins to dealers, aggressive
advertising, catchy slogans.
The real boost to bottled water came in the early- to
mid-1980s with the growth of PVC packaging and,
later, PET bottles. By the mid-1990s, many more
players had entered the market, and competition was
stiff.
DEMAND OF WATER WOULD NEVER GO DOWN… &
WATER WOULD NEVER BE OUT OF BUSINESS
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Company Profile
PepsiCo was established in India in 1989 and has
grown to become one of the country’s leading food
and beverage companies. One of the largest
multinational investors in the country, PepsiCo has
established a business, which aims to serve the long
term dynamic, needs of consumers in India.
PepsiCo India and its partners have invested more
than 2940 crores rupees since the company was
established in the country. PepsiCo provides direct
employment to 4,000 people and indirect employment
to 60,000 people including suppliers and distributors.
PepsiCo nourishes consumers with a range of
products from treats to healthy eats that deliver joy as
well as nutrition and always, good taste. PepsiCo
India’s expansive portfolio includes iconic
refreshment beverages Pepsi, 7 UP, Mirinda and
Mountain Dew, in addition to low calorie options such
as Diet Pepsi, hydrating and nutritional beverages
such as Aquafina drinking water, isotonic sports
drinks - Gatorade, Tropicana100% fruit juices, and
juice based drinks – Tropicana Nectars, Tropicana
Twister and Slice. Local brands – Lehar Evervess Soda,
Dukes Lemonade and Mangola add to the diverse
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range of brands. PepsiCo has 43 bottling plants in
India, of which 15 are company owned and 28 are
franchisee owned.
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Vision
To be the Number one company serving the
beverage and food industry.
Mission
To serve the people with the best food and
beverage in their respective segments and
provide the best quality products for their money.
We seek to produce healthy financial rewards to
investors as we provide opportunities for growth
and enrichment to our employees, our business
partners and the communities in which we
operate. And in everything we do, we strive for
honesty, fairness and integrity.
Concept
We are now coming up with New range of Flavored
Spring water, this concept or idea of coming up with
Flavored Spring water helps us to serve the people
with their needs, that is to give them flavored water
without changing it into in any cold drink or anything.
So we are going to come with a brand Aquafina
Quench. We wont change the color of the water, the
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Flavored water will help us to serve you to reduce your
thirst, without opting to cold drinks.
STP
Segmentation
Market Demographics
The profile for Aquafina Quench customer consists of
the following geographic, demographic, and
behavioral factors:
Geographics
The segmentation will be based on the Metros, state,
and region.
REGION
North, south ,east, west since our product is
applicable in all these regions and our target
customers lie in all these regions we will take all
the zones into consideration.
STATE
The major states where in we will be targeting the
most is Karnataka, Goa, Maharashtra, Tamil
Nadu and Andhra Pradesh.
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We are targeting at these states because, these
have the metros and Cosmos, and these have the
biggest IT companies.
Metros & Cosmos
The major cities targeted will be Bangalore,
Hyderabad, Bombay, Panjim, Chennai, and the
tier II cities which are well established.
Demographics
Age- 5 years onwards
Yuppies.
People who have attended at least some college.
No social class is considered as our product is
applicable to everybody and can be bought easily
as per their need.
Gender – Both Male and Female
Behavioral Factors
Are cognizant about their health.
Generally will purchase bottled water.
Prefer to buy new things.
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Positioning
Aquafina Quench will position itself as a cost effective,
thirst-quenching ,refreshing and servicing the market
need for purified water. PepsiCo will leverage its
competitive edge to achieve the desired positioning.
Target Market
The target market that we are aiming at range from
the age-group of 5 years and onwards. We are
targeting both the sexes as both require water to
supplement their thirst.
Market Needs
Aquafina is providing high-quality spring flavored
water that is far more economical and different than
traditional bottled water. The Water Factory will offer
customers the following important benefits.
Personal Service: All interactions will be with the
salesperson at a friendly, personal level.
High Quality: Only quality products will be sold.
We wouldn’t be providing junk quality because we
don’t want to spoil our Good will in the market.
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SWOT Analysis
The following SWOT analysis captures the key
strengths and weaknesses within the company, and
describes the opportunities and threats facing The
Bottled Water Industry.
Strengths
A wide range of flavors.
Focused customer attention.
Quality products.
Weaknesses
Limited by the knowledge of the product.
Labor intensive to make initial sales.
Currently a limited product line.
Opportunities
A new product in the market
Strong Brand presence in the Bottled Mineral
Water Industry
Strong existing logistics
Threats
Other companies coming up with the same type of
product
Inacceptance by the target market.
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Products which are sold at cheaper rate could be
a threat.
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Competition
There are several different sources of competition
Other companies producing and selling mineral
water. Prices can be competitive.
Bottled water: There are hundreds of companies
that sell bottled water with the price ranging
from.
Soft drinks: While this is not a direct substitute
for water, people drink soft drinks when they are
thirsty. Besides the many negative health issues
surrounding soft drink consumption, it is as
pricey as bottled water.
Over the last five years the market for filtered water,
typically in the form of bottled water, has exploded.
Demand for filtered water has steadily grown.
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Marketing Mix
Product
PepsiCo sells Aquafina brand home Bottled Mineral
water exclusively. As “Aquafina Quench” is our new
product the different flavours that we will be
coming up with are
Watermelon
Mint
Vanilla
Orange
Strawberry
Quality :
The quality will be of international standards
The products will be manufactured in a very clean
manner and will be very hygienic in nature
USP
The most unique thing in our product is that it will
come in different flavors, but still the colour will
remain the same. We will not be using any permitted
colours. The product will be very tasty and along with
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quenching the thirst it will also refresh the taste buds
with the unique flavors it comes into.
Price
200ml cups of Aquafina Quench will be priced at Rs 4/-
500ml pet bottle of Aquafina Quench will be priced at Rs 8/-
1ltr pet bottles of Aquafina Quench will be priced at Rs 15/-
2ltr pet bottles of Aquafina Quench will be priced at Rs 28/-
25ltr kegs fitted with spout of Aquafina Quench will be priced at Rs 260/-
Place
Production Centre
Wholesalers
Retail Outlets
Consumers
The production centers will be placed in cities with
very good Industrial Estates which have all the
amenities and the basic infrastructure needed.
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PROMOTIONAL ACTIVITIES
Our new product will be promoted and finally
delivered to the end customers (viewers) through
three ways i.e.
Pre Launch
During this phase teaser ads will be aired and
pasted so as to create curiosity amongst the target
customers.
Launch
During this phase the advertisements will be very
much descriptive in nature and will give out the
detailed information about our product and the
variety it comes in.
The launch will be done officially by having a big
event and also a press conference along with it.
Post Launch
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In this phase the advertisements will be carrying
our offers or contests if we are having any and will
also give out the prizes that are to be won or also
the discounts that the consumers can credit.
Below are listed some of the promotional activities
that we have planned out and they are discussed in
detail.
Kiosks in various malls with jugglers
We will place jugglers in the shopping malls where
they will be juggling with our product. This will help
in the publicity of the product.
Rickshaw top advertisement
We will place posters and print ads on the rickshaw.
It will help advertising of the product in each and
every part of the city.
Wall paintings in rural areas
In rural areas wall painting is used commonly to
advertise a product. Here wall painting is the best
way of advertising.
Tie-ups with various hotels
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We will be tying up with various well known and
reputed hotels. This will help in promoting our
product.
Billboards
This would help us in building a brand image of our
new product in the minds of the end consumers. We
will have a number of billboards and hoardings in
front of Schools and colleges, at malls and at other
places.
Signposts
We will place signposts on high ways, main roads
and all across the city along the road-dividers. Our
signpost will be showcasing the details about the
product (descriptive ads).
Advertising on railway coaches
As Railway is the backbone for that means of
transportation, our advertisements will be printed
on the coaches of trains which ply on major routes.
Tie-up with railways
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We will tie-up with the railways, as to endorse and
help in carrying our product as in to conduct
business. The pantry staff will be carrying out our
product with different flavors and also will be a
source of business to us as well as to promote our
new product on major routes.
Setting up of stalls at major events
We will set up with stalls which will portray and sell
our product. We will be having contests and games
on the spot in our stalls so as to draw more
customers and the winner gets some gifts. These
major events will be a platform to popularize the
new venture.
Sponsoring marathons
This would serve as an indirect platform to promote
the product which will directly associate in
contributing to the social cause of marathon. We will
be giving free samples of our product to the
participants once they complete the 10 kilometre
mark.
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Sponsoring a spell bee competition in India.
The spell bee competitions are exclusively for the
children below the age group of 14years. By
sponsoring this event the product would gain
recognition in the respective age group.
The official water partner
It means sponsoring the Indian cricket team and
also being the beverage partners for major events,
Through this promotional strategy we will be able to
extend the brand image among the consumers
through the means of sports.
Sponsoring inter-school athletics meet
Through this we will be able to reach our target
market in specific. It will help in creating awareness
of the brand.
The product Aquafina Quench will be mainly
promoted through selling them in the most
happening places where in we would be able to
reach the target audience at large. The places are
1. Fitness Center.
2. Clubs.
3. Multiplex.
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4. Departmental stores.
5. Ice-cream parlors.
6. Café and retail sports outlets.
7. Besides restaurants ad in hotels.
8. Super market.
INSTITUTIONAL SEGMENT
Restaurants and Hotels
We are promoting our product in the form of samples
in 200ml cups in restaurants and hotels.
Transport channels
Providing free 200ml cups to all the passengers
travelling in transport channel like buses and trains.
The free sample will be provided for one long week.
Market Entering Strategies
Aquafina Quench will be entering the Indian Market
now, it has to define its strategies well and tap the
potential customers of the Indian market. We will
focus mainly on quality and availability, and so it
would start with a niche market for its own. The
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strategies applied by us to enter into the Indian
market would be as given below-
Market Skimming Strategies- It is into selling of
premium packaged drinking water and so it would
concentrate on a niche for a market. As a part of the
entering strategy it would focus on Market Skimming
method. It would skim the market into its potential
segment and market itself particularly to the higher
segment of customers.
PR Relations- needs to strategize its market potential
and to enter in to the premium segment it would come
up with a sponsorship for a grand event for the best
promotion in the market and maximum awareness
among its segment.
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Launch Operations
Reasons being that the Indian market has a greater
potential for packaged drinking water over the rest of
the regions. Over the last several years, water-starved
Indians have paid nearly $10 million (Rs. 500 million)
to private water companies for 3.7 billion liters of
potable water each month to augment the inadequate
supply delivered by the state-run Water board.
Manufacturing Unit- would set up its manufacturing
base at
Bangalore
Delhi
Mumbai
Hyderabad
Chennai
Kolkata
Chandigarh
Jaipur
Panjim
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This destination have been selected considering
various aspects such as-
1. Availability of water
2. Ideally located
3. Linkage
4. Cost of Setting
Differentiating Strategies
The only competition faced by our company is from
Brands from the stables of Coca-Cola Company and on
a minute scale by the local brands and to curb the
competition it is essential to distribute and advertise
the product well.
The steps that we have taken are as follows
It is a usual trend in the beverage segment that
customers opt for products that are easily
available and since we are entering into the
market afresh it should differentiate itself in
terms of the distribution and better availability.
The distribution is divided in to two channel
levels and the company can provide a few
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incentives for the distributors to promote and
distribute their product in a proper manner.
Aquafina Quench is bottled spring flavored
water which is segmented to the premium
group of customers and to overcome the
competition from other companies we should
get into massive advertising of the product to
gain the awareness that it requires at its initial
stage.
Local brands lacks the advertising of the
bottled drinking water, this could be a tactical
advantage for us as it can get into television
advertising of the product and print
advertisings, such as hoarding in big cities
down south and advertising it in leading
newspapers and magazines.
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Growth potential
There is tremendous growth opportunity for our
product as it is very new and comes from a
trusted beverage company
Due to the goodwill of our parent company we
have a better chance of out-doing our competitors
and stand tall amongst the other competitors
Branding Strategies
Since there are various brands in the market of water
beverages, the branding for “Aquafina Quench” would
have to be very vigorous in terms of its advertising.
Packing
Aquafina Quench would be branded in terms of its
packaging, we have a unique packaging for the
brand which would focus on the style and
different structure of the bottles that would
attract the customers. Since affluent class focus
maximum on the style and to curb their potential,
our product would provide them what they want
from it.
Designing- The designing for the outer cover of
Aquafina Quench would be made out of 3-D papers to
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make it more attractive for the customers. The
branding would focus on the designing of the bottle.
Further the marketing and advertising would be made
at fullest extent to brand it well among the elite class
of customers.
ADVERTISING MEDIAS
PRINT MEDIA
NEWSPAPER
We are advertising in the newspapers as it carries
enormous amount of flexibility, timeliness,
excellent local market coverage, One of the
fastest means of communication. We are
showcasing advertisements in leading newspapers
and other English newspapers.
BROADCAST MEDIA
RADIO
We will be airing our advertisements in the FM-
Radio in the Metros and the Cosmos as it is a mass
usage.
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TELEVISION
We will be advertising in the televisions in and across
many local cable channels and Satellite connections
as television is being viewed the most, so the
advertisement is reached to the people through every
nook and corner.
MAGAZINES
Advertising in the magazines also helps in promoting
the product. Advertising in various types on
magazines and leading magazines will help in the
brand image and the sales of the product.
UNCONVENTIONAL MEDIAS
PAMPLETS
The pamphlets will be distributed to each and every
Organization, Companies, each and every houses,
Colleges. The pamphlets will describe about the new
product from PepsiCo – Aquafina Flavored Spring
Water, Contains the details, special features,….
TRANSIT
Taxies and Buses are the medium for
advertisement. The advertised poster about the
flavored spring water, is being exposed, and being
showed to the general public and whoever comes
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across. The product gets known in the eyes of the
people. The Taxies and the Buses will be used as the
means for advertisement.
JUGGLERS
We will be having trained jugglers who will be
juggling with our products wherever our kiosks will
be put up.
Wall painting
We will be painting the walls with out
advertisements
Billboards
Billboards will be erected at every major area in the
target cities so as to have more eyeballs.
T-Shirts, Caps and Badges
The t-shirts and badges will be carrying our brand
logo and will be given as gifts or as a compliment.
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Conclusion
With all these strategies and plans there will arise no
doubt in anybody’s mind that our product will not
make its mark. Indeed it will chart and carve out a
new identity for itself and be the leader for years to
come.
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Aquafina Quench
Team SSI