Marketing Strategy For Aquafina Essay

5505 words - 22 pages

Marketing Strategy for Aquafina

Executive Summary

The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the AQUAFINA business plan a reality in the year 2008.
AQUAFINA is the answer to an increasing demand. Marketing will play a vital role in the success of AQUAFINA. AQUAFINA must build a brand around the services it offers by heavily promoting itself through local television, radio, and print advertising. Marketing efforts are just beginning by the time a potential customer enters AQUAFINA for the first time. A strong emphasis will be put on keeping customers and building brand loyalty through programs focused on staffing, experience, and customer
TABLE OF CONTENTS

HISTORY OF AQUAFINA…………………………......5
HISTORY OF PEPSI……………………………………7
WORLD WATER MARKET…………………………..10
PAKISTANI WATER MARKET ……………………..10
ECONOMIC SURVEY…………………………………11
MARKET POTENTIAL………………………………. 13
INDUSTRIAL SWOT ANALYSIS…………………….14
MARKET ANALYSIS …………………………………15
COMSUMER …………………………………………...16
MARKETING MIX…………………………………….19
SWOT ANALYSIS OF AQUAFINA…………………..23
MARKET GROWTH OF AQUAFINA……………….24
BIBLIOGRAPHY………………………………………25

HISTORY OF AQUAFINA

|Aquafina |
| |
|Type |Water Beverage |
|Manufacturer |PepsiCo, Inc. |
|Country of origin | United States |
| |1994 |
|Introduced | |
| | |

Aquafina is a brand of bottled water. It was first distributed in Wichita, Kansas in 1994, and was distributed across the United States, Canada, Turkey Vietnam Pakistan and India. As of 2003, it had become the United States' top-selling bottled water brand in measured retail channels. Aquafina is sold in 12-fluid ounce, 500-milliliter (16.9 fl oz), 20-ounce, 24-ounce, 1-liter, and 1.5-liter bottles.
Aquafina uses PepsiCo's own purification system, which it calls HydRO-7, that includes charcoal filtration, reverse osmosis and Ozona ion. PepsiCo states in marketing material that this system removes substances that may be in other brands of bottled water. As of July 27, 2007, PepsiCo put a disclaimer stating the...

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