Trategic Marketing

1335177 - Arsalan Ali 1335178 - Daina Jesrani 1335179 - Farhan Khalique Channa 1335180 - Govinda Kumar Manwani 1335181 - Hamza Umer Farooqui 1335182 - Hasan Mustafa 1335185 - Jehanzeb Shaikh 1335186 - Kanwal Ali Panhwar

Executive SummaryVisited Culligan Water PakistanMr.Iqbal Ahmed- GM Sales, Marketing &

DistributionOur Meeting was held on 22nd March, just for about

15 to 20 minutes in Second halfInterview was based on some specific questions that

we prepared beforeInformation was gathered and through the

information gathered report is prepared Some key points are Culligan Water doing good in 19

Ltr department, but not well in 0.5, 1.5 n 6 LtrFlaws according to us are in STRATEGIES,

MARKETING, DISTRIBUTION & CAPITAL Further will be discussed in research later

Address:  Culligan Water Of Pakistan Johan (Pvt.) Ltd. F-17/A, Hub River Road , SITE, Karachi , 75700 Contact: Phone: 111-35-35-35, 2565911 - 3 Mobile: 0321 8201810 / 0300-8235491 / 0301-8224216

IntroductionJohan (Pvt.) Ltd. is the franchise holder of Culligan

Water in Pakistan.

Our parent company is American Water Systems Technologies incorporated in Dallas , Texas , USA .

Culligan Pakistan started its operations in Karachi in 1997, adding people of Pakistan in the list of those privileged nations who are enjoying healthy life with exquisitely pure and safe Culligan drinking water.

Our plant at Karachi is fully equipped with Reverse Osmosis and Ozonation system providing drinking water to a large and distinguished clientele.

At Culligan Pakistan , we believe that nothing is more important and enjoyable than good health. With this objective in mind, we have undertaken to provide premium quality drinking water with guaranteed purity.

MISSION Our mission at Culligan water is to be the

world's source of better water by giving those we serve the best quality product at the best value of their investment while focusing on the enhancement of the environment and the health of our customers.

SALES JAN 13-DEC 13Sales 180 Million0.5 LTR 23.7 M1.5 LTR 10.3 M6 LTR 9.6 M19 LTR 136.4 M

0.5 Ltr13%

1.5 Ltr6%

6 Ltr5%

19 Ltr76%

Sales

Culligan mainly focuses on 19 ltr, as it is most profitable

19ltr Water Bottle was the 1st product introduced

Target market is Corporate Sector & Household customers

Giant customers are Unilever, US Consulate, Hub Co, Dream World, Mobilink, MCB, Warid, Geo etc

Water monthly tested from AGA KHANISO 90000,900001 & 90004 Certification

24% Sales generation from 0.5 ltr, 1.5 ltr and 6 ltr

Why ? What’s the reason ?

WATER BOTTLES0.5, 1.5 & 6 LtrAround 2005 to 2006, Culligan started its RETAIL

DEPARTMENT in order to increase sales and awareness about the product

Strategy : to serve in HOTELS, UNIVERSITIES & other large SHOPS ie. Naheed, Imtiaz, Famiy Super Mart etc

2 Shops

Water Bottles 0.5, 1.5 & 6 LTRMAJOR ISSUES MARKETING ISSUEAwareness IssueTarget market doesn’t know about the product Not much marketing or advertising Once in month AD in DAWN & JUNG as Barter tradeOnline Marketing through FacebookNo TV commercial or Bill BoardsSponsor of AMIR LIAQUAT Show in RamadanSponsoring Police with Radio Fm etcSponsor of Basant at Dream World Resort

DISTRIBUTION ISSUEAvailability is the main concernBottles are not presented at more of the

retail shopDecisions regarding distribution is not

efficientDistribution only restricted to Karachi

FINANCE ISSUESaithiya Company Don’t want to expandCapital Expenditure is the major issues Happy with what they have

STRATEGIES THAT NEED TO BE FOLLOWEDEnhance advertisement & marketing investment

Awareness about the product is the main problem, Consumer doesn’t know about the product

Start with a little of advertisement at peak hour in a day ie. From 9 to 10 pm as adds on TV are much expensive

Billboards should be held frequently, especially in some main areas

Sponsoring something is not a problem the actual problem is all of their sponsorships are BARTERS!!!! Thus Strategic alliances should be made

Displaying the product as the way public loves watching.

Must get much involve in Concerts, Carnivals & Festivals

Increase Capital expenditureInvestment & Expenditure must be increased Increasing Budget Investing in Consumer insights & RNDRevise the strategyNot only focus on CORPORATE &

HOUSEHOLD but on RETAILERS as well To increase their sales in 0.5, 1.5 & 6 Ltr & to

enhance their market share

Retails shops should be considered a positive point

Bottles should reach at least 90% shops in Karachi, according to the requirement

Go beyond KarachiMust go in different regions such as Lahore,

Islamabad, Pindi, Faisalabad, Multan, Hyderabad

ConclusionWater is an essential of life and serving pure water is like

being in HEAVEN as “HEATH IS EVERYTHING”

Culligan doesn't only delivers water but happiness and heath to their consumer as well

Culligan is helping Pakistan in terms of Friendly Pollution Free Enviroment & performing its Social Corporate Responsibility with the positive framework of Green Pakistan

To enhance the market size, it is necessary to act on the customer insights & to deliver value to the customers and to work according to the strategies planned & designed in a way to achieve organization's goal.