Post on 21-Nov-2014
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Presentation OnPresentation On
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Positioning StatementPositioning Statement::Fina nahi tu pina nahi::::Fina nahi tu pina nahi::
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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.
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Core valuesCore values • Quality Quality
• MutualMutual
• IntegrityIntegrity
• RespectRespect• InnovationInnovation
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Product EvaluationProduct EvaluationCore benefitCore benefit
Mineral waterMineral waterActual benefitActual benefit
Durable bottleDurable bottleWater proof wrapperWater proof wrapperImported capsImported capsAugmented productAugmented product
Replacement Replacement
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Marketing Marketing OrientationOrientation
•Product conceptProduct concept•Production conceptProduction concept
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Marketing environmentMarketing environment
Micro Micro environmentenvironment
• CompanyCompany• CompetitorsCompetitors• CustomersCustomers
Macro Macro environmentenvironment
• DemographicDemographic• PoliticalPolitical• EconomicEconomic• Technological Technological
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Product Life CycleProduct Life Cycle
AquafinaIntroductory
Growth
Maturity
Decline
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Marketing Strategies for Marketing Strategies for Competitive AdvantageCompetitive Advantage
Strategy a Company Adopts
Depends on Its Industry Position
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Target MarketTarget Market
Geographic•Initially posh areas of Lahore and Kasur
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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.
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Psychographics
• Normally health conscious &
high profile • Interest • opinion
BehavioralBehavioral Consumer seeks Consumer seeks
benefitbenefitPositive behavior Positive behavior
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
CompetitorsCompetitors
Vs!!
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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.”
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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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Drinking Water, Abbas Dündar – Marmara Üniversitesi 200421
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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Drinking Water, Abbas Dündar – Marmara Üniversitesi 200422
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Drinking Water, Abbas Dündar – Marmara Üniversitesi 200423
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Drinking Water, Abbas Dündar – Marmara Üniversitesi 200424
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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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Drinking Water, Abbas Dündar – Marmara Üniversitesi 200426
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:
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Three Types of Three Types of RelationshipsRelationships
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
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
H 2O
Drinking Water, Abbas Dündar – Marmara Üniversitesi 2004
Bundle of thnx toBundle of thnx to