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Aquafina Quench Aquafina Quench Submitted By: Team SSI Team SSI

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Page 1: Aquafina Quench

Aquafina Quench

Aquafina Quench

Submitted By: Team SSI

Team SSI

Page 2: Aquafina Quench

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

Team SSI

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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.

Team SSI

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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

Team SSI

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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.

Team SSI

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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.

Team SSI

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Team SSI

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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.

Team SSI

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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.

Team SSI

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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

Team SSI

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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.

Team SSI

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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

Team SSI

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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.

Team SSI

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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.

Team SSI

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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

Team SSI

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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

Team SSI

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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.

Team SSI

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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.

Team SSI

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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.

Team SSI

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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.

Team SSI

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Team SSI