Tanisha JaiswalSunny SamantrayPiyush Khanna

By-:

INTRODUCTION

HISTORY• Aquafina was first distributed in Wichita, Kansas in

1994.• It was distributed across US, Canada and Turkey in

1997.• By 2003, it had become US’s top selling bottled water

brand.

The water is standard tap water but goes through an extensive purification process that includes charcoal fibration, reverse osmosis and ozonation.

• Pepsi Cola and Coca-Cola have been competing with each other for many years through numerous taste tests and television ads.

• One of the ideas they came up with is water. Pepsi first tried to attack this market with bottled and sparkling water but failed. In 1994, Pepsi had the idea of using its bottlers to filter local tap water and offering the resulting product under the name of Aquafina.

• Hence, they experimented with a reverse osmosis process

SITUATIONAL / MARKET ANALYSIS

SWOT ANALYSIS

STRENGTHS• Brand name• Excellent distribution and

availability• Environment friendly plastic

bottle packaging• Inexpensive

WEAKNESS• Tasteless and odorless• Also removes good bacteria

that has to be added afterwards

• No presence in rural areas

OPPORTUNITIES•Advertise more with benefits of pure water• Should utilize the distribution facility to reach rural areas.

THREATS•Other water company competitors•Products which are sold at cheaper rate.

PESTEL ANALYSIS

ENVIRONMENTAL• A few years ago, it released a new bottle that

used 35% less plastic than the 2002 version and continued working on new ways to reduce our dependence on plastic.

• This led to the development of our new and improved Eco-Fina Bottle.

• Using a patented spider web technology, we designed a flexible lightweight bottle that uses 50% less plastic than the 2002 version.

TECHNOLOGY

• Aquafina borrowed Pepsi’s purification technology called hydRO-7. It included a reverse osmosis process

pushing already filtered tap water at high pressure through fibre-glass membranes to remove even the

tiniest particles.

• On november, 2008 the Supreme Court had directed PepsiCo to remove pictures of snow capped mountains from the label of aquafina and to use words as per BIS guidelines.

• Because it suggested that the Aquafina has its origin in the mountains which creates a misleading impression in the mind of the customer.

LEGAL

MARKETING MIX

• PRODUCT- PepsiCo produces several other products under the Aquafina label including :

1. Aquafina Sparkling, carbonated flavored water (available in berry blast & citrus twist).

2. Aquafina Flavorsplash, flavored water (available in grape & raspberry).

• PROMOTION- Earlier Pepsico had tried several initiatives for promoting the brand but failed. Then after 2003 the issue was solved when pepsi doubled its promotion budget which increased their market share.

• PRICE- The price of each 1l Aquafina water bottle in northern India(Delhi, Chandigarh, UP) is Rs 15 whereas in southern india(Chennai, Madhurai, Kerala, Bangalore), it is Rs 18. In airports, the price is Rs 20.

• PLACE- Aquafina follows the second type of distribution channel, i.e

Producer --> Wholesaler --> Retailer -->Consumer

SEGMENTATION

Aquafina comes under the NICHE type of market segment. A small but profitable segment of a market suitable for focused attention by a marketer. Market niches do not exist by

themselves, but are created by identifying needs or wants that are not being

addressed by competitors, and by offering products that satisfy them.

TARGETING

The target audience we are aiming for Aquafina is the 20-35 years old health- conscious women and active men who

are on-the-go.

POSITIONING

Aquafina will position itself as a cost-effective and refreshing beverage, fulfilling the market

need for pure water. The product has no added minerals and it is pure.

ADVERTISING TACTICS / TOOLS

Aquafina has always used TVCs, i.e television commercials and print ads in newspapers only

for advertising their product.

PREVIOUS AD CAMPAIGNS

OBJECTIVE

To create awareness and persuade the customers which will encourage them to switch

to their brands by effectively changing consumer’s perception of product attributes.

CREATIVE STRATEGY

Aquafina has to focus on persuasive and reminder advertising. It will enable them to build brand

preferences which will encourage customers to switch to their brand by effectively changing customer’s perceptions about the product.

CREATIVE BRIEF

Date - 2 April, 2013Brand Name - Pepsi AquafinaJob - To create a full page front print ad for an english

newspaper of A3 size with a long copy.Background - Aquafina has earlier used print ads for

advertising their product.Problem – The company uses HydRO7 technique. This

makes the water odorless and tasteless. This process also removes the good bacteria present in water.

Campaign Objective – to make people aware and persuade them to try more of our product.

Target Audience - unisex, middleclass audienceTone - The copy will be simple and casual which can

relate to the readers and is easily understandable.Creative/Trigger - The water is pure, hence, people

with serious health problems can also drink it.Deadline - 30 April, 2013

MEDIA STRATEGY

• The ad will be a print advertisement which will be printed on the front page of the newspaper – The Times Of India.

BUDGET

•The amount which has been involved in the past will be put again , i.e HISTORICAL method of budget will be used.

EVALUATION

• Surveys• Interviews• Questionnaireswill be conducted to monitor and evaluate the

audience’s reactions towards the ad.

THE END