MARKETING STRATEGY

REQUIREMENTS• ANALYSIS OF KHUSH AAB WATER PLANT• • •

EXECUTIVE SUMMARY

We are analyzing the marketing plan of “KHUSH AAB” water which is a product of University of Sargodha.

The analysis of “KHUSH AAB” will include the current market situation and strategic analysis of the product.

We will recommend strategies that can be used by University of Sargodha to enhance the sale of the product and capture requisite market share.

University of Sargodha has taken “KHUSH AAB” water project with the aim to provide “Healthy life for all” at affordable price and convenience of customer.

We will explain SWOT & SMART analysis of the project and recommend strategies to be adopted for marketing.

AIM

TO PRESENT MARKETING STRATEGY

OF KHUSH AAB WATER

(PRODUCT OF UOS)

INTRODUCTION In Sargodha region the underground water is highly polluted

due to down flow of salts from the Salt Range as well as other minerals in that area. It is the reason that the maximum percentage of patients at Sargodha are suffering from kidney diseases as well as liver problems.

Keeping in view the situation, a project was launched by University of Sargodha, to provide safe and healthy drinking water with the name KHUSH AAB.

Reverse osmoses plant has been installed at the plant from which water obtained is being treated with ozone gas and then mixing of essential minerals are added, declaring KHUSH AAB water the best for health.

KHUSH AAB WATER PLANT

VISION

EVERYONE IN PAKISTAN CAN TAKE A SAFE

DRINK OF WATER

CAPTURE THE MARKET OF SARGODHA BY

END 2013

CREATE ACCESSIBLE, SAFE KHUSH AAB WATER SUPPLIES THROUGHOUT THE COUNTRY BY 2014.

MISSION

DEDICATED TO PROVIDE BEST QUALITY DRINKING WATER

THROUGHOUT THE COUNTRY. WITH THE UNIQUE

EXPERIENCE OF ANTICIPATING CONSUMERS’ NEEDS

AND CREATING SOLUTIONS, KHUSH AAB CONTRIBUTES

TO YOUR HEALTHY LIVING.

CURRENT MARKET SITUATION We have completed to some extent search about current market

situation of different brands of pure water. According to our search results:

Nestle occupied 85% drinking water market in all over the Pakistan.

In Lahore Nestle Pure Life has 69% of total market, spark let has 13% and Cool have 11% and remaining 7% are kept by other local companies.

In Karachi 50% of market is kept by Nestle and 25% by AVA and remaining 25% is kept by other local companies.

In Islamabad Nestle Pure Life has 65%of market share.

GOALS / OBJECTIVES

HIGH PRODUCTION…. HIGH SALES…. MORE PROFIT….

MARKET SEGMENTATION

For getting maximum market share and respect of the product in the minds of consumers, as per our observation and market survey we have concluded that “KHUSH AAB Healthy life for All” water’s segmentation is based on following points.

Geographic Segmentation Demographic Segmentation

Geographic Segmentation: Due to “KHUSH AAB’s” affordable price, different sizes , taste

and better quality It’s for all people belonging to different: Regions Cities Density Climate etc.. Demographic Segmentation: “KHUSH AAB” “Healthy Water For All” isn’t a

supreme quality product that only the high class uses. The product is for all. There is no age, sex, income and any other kind of limitation on use of the product. The product is for all. Anyone can use the product as per need.

TARGET MARKET

According to our observation and market survey, we have concluded that as such there is not set demographic techniques to set the specific target market. Because, water is something that everyone uses. Everyone can use any size of bottle that “KHUSH AAB” is offering. “KHUSH AAB” comes in different sizes. These sizes are targeting different types of people and lifestyles.

1. The smallest size of “KHUSH AAB” Water is 600 ml. This size is being heavily used by the consumers in place of soft drink. University , Colleges & Schools are also included in its target market of this size. But the product is used by everyone in the society also.

2. The second size of the “KHUSH AAB” Water which is must be of about 1.5liter. This size is being used in mostly meetings. You can say that any kind of organizational meeting or any other social meeting, this product is being used.

3. The third size of the “KHUSH AAB” Water is must be of about 19liter and is the fully household product and also using in executive rooms in offices with the dispensers. This is also very helpful in many dispensers available in the market with good options.

SWOT ANALYSIS

STRENGTHS

LOW PRICE PURE QUALITY NORMALY ZERO MICRO-ORGANISM ARE

FOUND IN 250ml OF BOTTLE BUT IN KHUSH-AAB IT IS FOUND IN 1.5liter

WEAKNESSES

WORK IS MANNUAL LOW PRODUCTION MINIMUM ADVERTISEMENT

OPPORTUNITIES

LOW PRICE PURE WATER (LESS GEARMSA)

THREATS

NOT ADVERTISEDLOW PRODUCTIONSTABLE COMPETATIORS

RECOMMENDATIONS

DOOR TO DOOR ADVERTISEMENTPLACEMENT(AT PUBLIC PLACES)FREE TRIALS TO BANKS,HOPITALS, MARRIAGE

HALLS etc.

CONCLUSION

After working on this report and analyzing all the data I concluded that inspite of strong basis of competitors Khush Aab can earn more profit and occupy a large market share through adopting proper production techniques. Because it has an advantage that it is a Domestic product.