Aqua Fina

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Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004

Presentation OnPresentation On

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Presentation on Presentation on AquafinaAquafina

Presented To :Presented To :

Ms. Ayesh SohailMs. Ayesh Sohail

Presented By:Presented By:

Imran AltafImran Altaf

Roll NoRoll No

303-1088303-1088

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Positioning StatementPositioning Statement::Fina nahi tu pina nahi::::Fina nahi tu pina nahi::

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History of AquafinaHistory of Aquafina• A product of PepsiCo. A product of PepsiCo.

First introduced in First introduced in 1988.1988.

• Top bottled water in Top bottled water in U.SU.S

• Short history in Short history in PakistanPakistan

• November 19,2005November 19,2005• Lahore and adjoining Lahore and adjoining

areas.areas.• Further areas in futureFurther areas in future

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

visionTo be a leading house of FMCG product

And service with local dominance & global Prominence.

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Core valuesCore values • Quality Quality

• MutualMutual

• IntegrityIntegrity

• RespectRespect• InnovationInnovation

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Product EvaluationProduct EvaluationCore benefitCore benefit

Mineral waterMineral waterActual benefitActual benefit

Durable bottleDurable bottleWater proof wrapperWater proof wrapperImported capsImported capsAugmented productAugmented product

Replacement Replacement

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Need, want and DemandNeed, want and Demand• Water is a basic need Water is a basic need • Aquafina is a wantAquafina is a want

Type of the Type of the productproduct

Convenience productConvenience product

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Marketing Marketing OrientationOrientation

•Product conceptProduct concept•Production conceptProduction concept

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Marketing environmentMarketing environment

Micro Micro environmentenvironment

• CompanyCompany• CompetitorsCompetitors• CustomersCustomers

Macro Macro environmentenvironment

• DemographicDemographic• PoliticalPolitical• EconomicEconomic• Technological Technological

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Product Life CycleProduct Life Cycle

AquafinaIntroductory

Growth

Maturity

Decline

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Marketing Strategies for Marketing Strategies for Competitive AdvantageCompetitive Advantage

Strategy a Company Adopts

Depends on Its Industry Position

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Target MarketTarget Market

Geographic•Initially posh areas of Lahore and Kasur

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DemographicsDemographics• Income level • Upper • Upper Upper above 2,00,000• Upper Middle 1,50,000----2,00,000• Middle• Middle upper 75000----150000• Middle middle 50000----75000 • Middle lower 30000----50000Note :- Lower middle and lower lower class

is not our target market.

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Psychographics

• Normally health conscious &

high profile • Interest • opinion

BehavioralBehavioral Consumer seeks Consumer seeks

benefitbenefitPositive behavior Positive behavior

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CompetitorsCompetitors

Vs!!

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Strengths and Weaknesses of Strengths and Weaknesses of competitorcompetitor

StrengthsStrengths• Top of mindTop of mind• Trust winningTrust winning• Huge market shareHuge market share

WeaknessesWeaknesses• Hired distribution set upHired distribution set up• Chances of overcharge by the retailers Chances of overcharge by the retailers

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Marketing objectivesMarketing objectives “ “The overall marketing plan is The overall marketing plan is

to capture the market through to capture the market through strong distribution and to create strong distribution and to create panic in the market of Nestlé panic in the market of Nestlé (pure life). Capture the (pure life). Capture the maximum market share maximum market share and to be a leading house of FMCG product. Get local dominance and global Prominence.”

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Future plansFuture plans• Further launching in Karachi and Further launching in Karachi and

IslamabadIslamabad• Flavored water in the near future Flavored water in the near future

likewise in USAlikewise in USA• Pepsi is going to launch its juices and Pepsi is going to launch its juices and

milkmilk• increase the number of routes increase the number of routes • Continuous advertisementContinuous advertisement

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The Entity Relationship (E-The Entity Relationship (E-R) ModelR) Model

• Represents conceptual viewRepresents conceptual view• Main ComponentsMain Components

– EntitiesEntities• Corresponds to entire table, not rowCorresponds to entire table, not row• Represented by rectangleRepresented by rectangle

– AttributesAttributes– RelationshipsRelationships

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What Should an Entity Be?What Should an Entity Be?• SHOULD BE:SHOULD BE:

– An object that will have many instances in the An object that will have many instances in the databasedatabase

– An object that will be composed of multiple An object that will be composed of multiple attributesattributes

– An object that we are trying to modelAn object that we are trying to model

• SHOULD NOT BE:SHOULD NOT BE:– A user of the database system A user of the database system – An output of the database system (e.g. a An output of the database system (e.g. a

report)report)

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RelationshipsRelationships• Association between entitiesAssociation between entities• Connected entities are called participantsConnected entities are called participants• Operate in both directionsOperate in both directions• Connectivity describes relationship classificationConnectivity describes relationship classification

– 1:1, 1:M, M:N1:1, 1:M, M:N• CardinalityCardinality

– Exassociated presses number of entity occurrences Exassociated presses number of entity occurrences with one occurrence of related entitywith one occurrence of related entity

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Relationship StrengthRelationship Strength• Existence dependenceExistence dependence

– Entity’s existence depends on existence Entity’s existence depends on existence of related entitiesof related entities

– Existence-independent entities can exist Existence-independent entities can exist apart from related entitiesapart from related entities

– Example:Example:

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Relationship StrengthRelationship Strength• Weak (non-identifying)Weak (non-identifying)

– One entity is existence-independent on One entity is existence-independent on anotheranother

– PK of related entity doesn’t contain PK PK of related entity doesn’t contain PK component of parent entitycomponent of parent entity

• Strong (identifying)Strong (identifying) – One entity is existence-dependent on One entity is existence-dependent on

anotheranother– PK of related entity contains PK component PK of related entity contains PK component

of parent entity of parent entity

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Three Types of Three Types of RelationshipsRelationships

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Thank you all for the Thank you all for the regardregard

•Feel free to ask any Feel free to ask any questions (?)questions (?)

•Innovators are there to Innovators are there to reply reply

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Bundle of thnx toBundle of thnx to

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Aqua Fina

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