Chosen Industry:

Bottled Water Industry

Chosen Brand
The brands we have chosen are;  AQUAFINA whose umbrella brand is Pepsi.

 Nestle Pure Life (Umbrella Brand: Nestle)

Competitors:
The direct competitor brands of AQUAFINA are;  Kinley (Umbrella Brand: Coca Cola)  Aqua Safe  Cool  Asakari  Safa  Zam Zam  Aqua Flow  Himalaya

History of PEPSI Pepsi-Cola

Type Cola

Manufacturer

PepsiCo.

Country of origin

United States

Introduced

16 June 1903

Origins
Pepsi was first made in New Bern, North Carolina, in the United States in the early 1890s by pharmacist Caleb Bradham. In 1898, "Brad's drink" was changed to "Pepsi-Cola" and later trademarked on June 16, 1903. There are several theories on the origin of the word "Pepsi". The only two discussed within the current PepsiCo website are the following: 1. Caleb Brad ham bought the name "Pep Kola" from a local competitor and changed it to Pepsi-Cola. 2. Pepsi-Cola" is an anagram for "Episcopal" - a large church across the street from Bradham's drugstore. There is a plaque at the site of the original drugstore documenting this, though PepsiCo has denied this theory.

The word Pepsi comes from the Greek word "Pepsi" ( ), which is a medical term, describing the food dissolving process within one's stomach. It is also a medical term that describes a problem with one's stomach to dissolve foods properly.

Another theory regarding the name's origins is that Caleb Bradham and his customers simply thought the name sounded good and reflected the fact that the drink had some kind of "pep" in it because it was a carbonated drink. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1924, Pepsi received its first logo redesign since the original design of 1905. In 1926, the logo was changed again. In 1929, automobile race pioneer Barney Old-field endorsed Pepsi-Cola in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race". In 1929, the Pepsi-Cola Company went bankrupt during the Great Depression- in large part due financial losses incurred by speculating on wildly fluctuating sugar prices as a result of World War I. Assets were sold and Roy C. Mega gel bought the Pepsi trademark. Eight years later, the company went bankrupt again. Pepsi's assets were then purchased by Charles Goth; the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores' fountains after Coke refused to give him a discount on syrup. Goth then had Loft's chemists reformulate the Pepsi-Cola syrup formula.

Vision Statement
"Our responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today." Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.

Mission Statement
Our mission is to be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity. Agenda which consists of human, environmental, and talent sustainability.

History of AQUAFINA

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

Introduced

1994

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 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 water comes from a "public source" on each bottle. Aquafina uses the term "Purified Drinking Water" on its label. In Canada the current 1.5 L bottle of water displays "Dematerialized Treated Water". The bottle also displays that the water is "From the public distribution of Mississauga. ON. Michelle Naught on, a PepsiCola North America spokeswoman said, "If this helps clarify the fact that the water originates from public sources, then it's a reasonable thing to do." PepsiCo produces several other products under the Aquafina label:

y y

y y

Aquafina Sparkling carbonated flavored water, available in Berry Blast (Raspberry), and Citrus Twist. Aquafina Flavor Splash, flavored water (without carbonation), and artificially sweetened with Scurrilous, available in Grape, Citrus Blend, Wild Berry, and Raspberry. Aquafina Alive, a low calorie, vitamin-enhanced water beverage, available in Berry Pomegranate, Peach Mango and Orange Lime. Aquafina plus+, a low calorie (120 calories per 591mL bottle), vitamin supplement water beverage available in "Blackberry Grape", "Pomegranate Cherry","Passionfruit Citrus" and "Orange Tangerine".

Aquafina is dealing with the water industry in Pakistan and tend to provide the pure water to the consumer as there is no mineral water bottle company in Pakistan we want to provide the mineral water for the first time in Pakistan as our organizational process is continually improving. Reason: When Aquafina has been launched by Pepsi in local market there was only few local brands and one multinational brand which is nestle.

History of Nestle

Nestle
Industry Food processing

Headquarters

Paris, France

Country of origin

Switzerland (1866)

Area served

Worldwide

Origins
The company dates to 1867 when two separate Swiss enterprises were founded that would later form the core of Nestl. In the succeeding decades, the two competing enterprises aggressively expanded their businesses throughout Europe and the United States. In August 1867 Charles and George Page, two brothers from Lee County, Illinois, USA, established the Anglo-Swiss Condensed Milk Company in Cham. Their first British operation was opened at Chippenham, Wiltshire, in 1873. In September 1867 in Vevey Henri Nestl developed a milk-based baby food, and soon began marketing it. The following year saw Daniel Peter begin seven years of work perfecting his invention, the milk chocolate manufacturing process. Nestl's was the crucial cooperation that Peter needed to solve the problem of removing all the water from the milk added to his chocolate and thus preventing the product from developing mildew. Henri Nestl retired in 1875 but the company under new ownership retained his name as Farine Lacte Henri Nestl. Their headquarters in the USA is in Glendale, California.

In 1877 Anglo-Swiss added milk-based baby foods to their products and in the following year the Nestl Company added condensed milk so that the firms became direct and fierce rivals. In 1905 the companies merged to become the Nestl and Anglo-Swiss Condensed Milk Company, retaining that name until 1947 when the name Nestl Alimentana SA was taken as a result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its holding company Alimentana SA of Kempttal, Switzerland. Maggi was a major manufacturer of soup mixes and related foodstuffs. The companys current name was adopted in 1977. By the early 1900s, the company was operating factories in the United States, United Kingdom, Germany, and Spain. The First World War created demand for dairy products in the form of government contracts, and, by the end of the war, Nestl's production had more than doubled. After the war, government contracts dried up, and consumers switched back to fresh milk. However, Nestl's management responded quickly, streamlining operations and reducing debt. The 1920s saw Nestl's first expansion into new products, with chocolate-manufacture becoming the company's second most important activity. Nestl felt the effects of the Second World War immediately. Profits dropped from US$20 million in 1938, to US$6 million in 1939. Factories were established in developing countries, particularly in Latin America. Ironically, the war helped with the introduction of the company's newest product, Nescaf ("Nestl's Coffee"), which became a staple drink of the US military. Nestl's production and sales rose in the wartime economy. The end of World War II was the beginning of a dynamic phase for Nestl. Growth accelerated and companies were acquired. In 1947 came the merger with Maggi, a well-known manufacturer of seasonings and soups. Crosse & Blackwell followed in 1950, as did Findus (1963), Libby's (1971) and Stouffer's (1973). Diversification came with a shareholding in L'Oral in 1974. In 1977, Nestl made its second venture outside the food industry, by acquiring Alcon Laboratories Inc. In 1984, Nestl's improved bottom line allowed the company to launch a new round of acquisitions, notably American food giant Carnation and the British confectionery company Rowntree Mackintosh in 1988, which brought the Willy Wonka brand to Nestl. The Brazilian president, Lula da Silva, inaugurates a factory in Feira de Santana (Bahia), in February 2007. The first half of the 1990s proved to be favorable for Nestl. Trade barriers crumbled, and world markets developed into more or less integrated trading

areas. Since 1996, there have been various acquisitions, including San Pellegrino (1997), Spillers Petfoods (1998), and Ralston Purina (2002). There were two major acquisitions in North America, both in 2002 in June, Nestl merged its U.S. ice cream business into Dreyer's, and in August a US$2.6 billion acquisition was announced of Chef America, the creator of Hot Pockets. In the same time-frame, Nestl came close to purchasing the iconic American company Hershey's, one of its fiercest confectionery competitors, although the deal eventually fell through. Another recent purchase included the Jenny Craig weight-loss program, for US$600 million. In December 2005, Nestl bought the Greek company Delta Ice Cream for 240 million. In January 2006, it took full ownership of Dreyer's, thus becoming the world's largest ice cream maker, with a 17.5% market share. In November 2006, Nestl purchased the Medical Nutrition division of Novartis Pharmaceutical for $2.5B, also acquiring, in 2007, the milk-flavoring product known as Ovaltine. In April 2007, returning to its roots, Nestl bought US baby-food manufacturer Gerber for $5.5 billion. In December 2007, Nestl entered into a strategic partnership with a Belgian chocolate maker, Pierre Marcolini. Nestl agreed to sell its controlling stake in Alcon to Novartis on 4 January 2010. The sale was to form part of a broader US$39.3 billion offer, by Novartis, for full acquisition of the worlds largest eyecare company. On March 1, 2010, Nestl concluded the purchase of Kraft's North American frozen pizza business for $3.7 billion. In July 2011, Nestl SA agreed to buy 60 percent of Hsu Fu Chi International Ltd. for about $1.7 billion

Vision Statement

Research and Development is a key competitive advantage for Nestl. Without our R&D Nestl could not have become the food industry leader in nutrition, health and wellness. With 29 research, development and technology facilities worldwide, Nestl has the largest R&D network of any food company. Nestls research, development and technology network, together with local market application groups, employs over 5,000 people. Nestl further strengthens its R&D capability through Innovation Partnerships at each stage of the product development process from early stage collaborations with start up and biotech companies to late stage partnerships with its key suppliers. By bringing together all of its global R&D resources, Nestl is able to provide high quality, safe food solutions for consumers worldwide whether this is in terms of nutrition, health, wellness, taste, texture or convenience. Above all, Nestl brings to consumers products that are of the highest quality. And safety is non-negotiable.

R&D is also critical in ensuring regulatory compliance of all Nestl products. Nestl is able to launch new products quickly and efficiently, in countries all over the world, by integrating regulatory affairs in all its R&D activities, from start to finish. Nestl scientists also play their part in communicating the health and wellness benefits of products to consumers. Nestl nutritionists world-wide work to ensure that all nutrition communication, both on and off pack, is locally relevant, as well as scientifically sound. Beyond sound nutrition, the future of foods will increasingly be driven by science. Nestl scientists are looking ahead to the foods of the future. Nestl R&D is translating nutrition and food science in two ways: From consumer needs into research priorities From emerging science into consumer benefits, and services.

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The vision of Nestl R&D is long term. A glimpse of how Nestl R&D is helping to shape the future of foods is provided through these internet pages.

Mission Statement

At Nestl, we believe that research can help us make better food so that people live a better life. Good Food is the primary source of Good Health throughout life. We strive to bring consumers foods that are safe, of high quality and provide optimal nutrition to meet physiological needs. In addition to Nutrition, Health and Wellness, Nestl products bring consumers the vital ingredients of taste and pleasure. As consumers continue to make choices regarding foods and beverages they consume, Nestl helps provide selections for all individual taste and lifestyle preferences. Research is a key part of our heritage at Nestl and an essential element of our future. We know there is still much to discover about health, wellness and the role of food in our lives, and we continue to search for answers to bring consumers Good Food for Good Life.

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History of Nestle Pure life

Nestle Pure life

Type Manufacturer Country of origin Water Beverage Nestle waters United States

Introduced

2002

Nestl Waters North America is a business-unit of Nestl that produces and/or distributes numerous brands of water across North America. Continent-wide brands include Perrier and San Pellegrino. Key people include Kim E. Jeffery (President and CEO), Bill Pearson (VP Finance, CFO), and David Colville (CIO). It bought the Sweet Leaf Tea Company in 2011.

Regional brands
Nestl also produces bottled water under various brand names depending on the region. These brands include Arrowhead, Calistoga, Deer Park, Ice Mountain, Ozarka, Poland Spring, and Zephyrhills. Nestl Pure Life is produced by Nestl Waters North America since 2002. Prior to that it was known as Aberfoyle Springs and had been produced by the Aberfoyle Springs company since 1993. Nestl Pure Life water is sold in Canada and the United States. After purchasing the Aberfoyle Springs brand and facilities in 2000, Nestl changed the name first, in 2002, to "Nestl Pure Life Aberfoyle," and then to "Nestl Pure Life Natural Spring Water". Nestle also bottles the Montclair brand in its facilities.

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Nestle's Aberfoyle Springs plant currently bottles two different waters: the on-site Aberfoyle spring water, and spring water tankered in from Cedar Valley Spring in Erin, Ontario. In addition, spring water is bottled on-site in Hope, British Columbia. In the United States, Nestl Pure Life is purified (filtered) water. Nestle Waters is currently Canada's largest water bottling company, by volume, with 2 bottling facilities. The larger of the two bottling facilities is located in Aberfoyle, Ontario with the second facility located in Hope, British Columbia and warehouses located in Chilliwack, British Columbia and Laval, Quebec. Nestle Waters also imports and sells three of its European Brands: Perrier, San Pellegrino and Acqua Panna. Poland Spring is a brand of bottled water manufactured by a subsidiary of Nestl. It was founded in 1845 by Hiram Ricker. Poland Spring water is derived from multiple sources in the state of Maine, including Poland Spring and Garden Spring in Poland, Clear Spring in Hollis, Evergreen Spring in Fryeburg, Spruce Spring in Pierce Pond Township, and White Cedar Spring in Dallas Plantation. Recently, the Poland Spring brand has adopted a bottle using 30% less plastic, as did the other Nestl Waters North America brands. It is the top-selling spring water brand in the United States.

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INDUSTRY ANALYSIS

There are around 26 players in the bottled water sector. According to the industry sources, the number of bottlers scales up well above 70 during summer season due to increased demand for drinking water. However, the much publicized laboratory report published by the Pakistan Council of Research on Water Resources (PCRWR) after conducting a survey of 26 brands in the Rawalpindi and Islamabad region declaring that, all the 26 brands available on the market are contaminated while 10 out of them are unsafe for drinking, forced the Pakistan Standards & Quality Control Authority (PSQCA) to make it obligatory for the companies to obtain license from the authority before commencing operations. Pakistans bottled water market comprises of two main segments i.e. retail market and bulk market. The retail market consists of 0.5 liter, 1.5 liter, 3.1 liter and 5.0 liter capacity PET bottles. The bulk market consist s of home and office delivers in 3 and 5 gallon cans. According to the market figures, the brands which dominate the retail market of bottled water are Nestle pure life, Aquafina and Kinley.

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Why Prefer Bottled Water?

Water o f internatio nal standards, 2% Do cto r advised, 2% Easily available, 5% Well reputed brand, 6% Use while traveling, 8% Free o f germs, 49% It tastes like sweet natural water, 1 % A ffo rdable, 1 % Use fo r children, 1 % A rtificially purified water, 0%

Free of germs Clean Good for health Use while traveling Well reputed brand Easily available Doctor advised Water of international standards It tastes like sweet natural water

Go o d fo r health, 1 % 1

Affordable Use for children

Clean, 1 6%

Artificially purified water

Direct Competitors:
Table: Brands available in the market

Aquafina Nestle Pure Life Kinley Aqua Safe Cool Asakari Safa Zam Zam Aqua Flow Himalaya Indirect Competitors: Gatorade Juices Energy Drinks Sports Drinks Tap Water Milk
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MARKETING MIX

Marketing mix is the stage in which we decide what is the product, at what price it will be available in the market, how is promoted, where should we place our product. Marketing Mix is defined as a set of controllable tactical marketing tools that firm blends to produce the response it wants in the target market. The marketing mix consists of every thing the firm can do to influence the demand for its products. The many possibilities can be collected into four groups of variables known as the four P's from them we will discuss on Promotion.

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PROMOTION MIX OF AQUAFINA:

Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea. Producing a quality product, pricing it attractively and making it available for the target consumer is not the only problem companies need to solve. The basic tools used to accomplish an organizations communication objectives are often referred to as the promotional mix. AQUAFINA is using a marketing communication program to promote its purified bottled water. Its promotion mix is a blend of advertising, sales promotion, personal selling and public relation.

Promotional Strategies:
Push or Pull Strategy:
PepsiCo has selected push strategy for Aquafina since its introduction. They have been pushing the product through the channels of distribution by aggressively selling and promoting the product to the retailers. Company has direct distribution channel and it is making the product intensely available at every retail store in adequate quantity. Promotional mix is greatly affected whether a company uses push or pulls strategy.

Product type/category:
Type of product affects the relative ratio of promotion tools to be used for the product. Aquafina is a consumers product conveniently available, which demands for more advertising, with sales promotion and a relative less ratio of spending a personal selling and public relation. But its not the case with Aquafinas strategy. They are spending more of their promotional budget on trade advertising.

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The Promotional Mix:

Each element of the promotional mix is viewed as an integrated marketing communications tool that plays a distinctive role in an IMC program. Generally promotional tools are: 1. 2. 3. 4. 5. 6. Advertising Interactive/Internet marketing Sales promotion Direct marketing Personal selling Publicity/Public relations

1- ADVERTISING STRATEGY:
Advertisement is any paid form of non-personal communication about a product by an identified sponsor. This tool is also used to introduce the product in the market, to boast sales and in order to create a good image of the product in the mind of customers. Pepsico uses following ways to advertise Aquafina:  Print media  Newspapers  Magazines  Flyers  Electronic Media  TV ads  Bill boards  Banners  Electronic Screens(on Signals) Persuasive Advertising: To face the stiff competition with Nestle pure life and kinley the advertisement campaign always gives support to the perception of the consumer about the product. It claims that the water is totally pure. Message to audience: In every advertisement of Aquafina the company tries to convey the message of thrill and enjoyment. It also conveys its strong bonding with the umbrella brand Pepsi.

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Advertising Strategies: Advertising strategy has two elements creating advertising messages and selecting advertising media.

2- Interactive/Internet Marketing
The newest channel for communicating and selling directly to customers is electronic. The internet provides marketers and consumers with opportunities for much greater interaction and individualization. Aquafina is using interactive marketing through sending tailored messages that engage consumers by reflecting their special interests and behavior. WebPages and Websites (WWW): Aquafina uses its Umbrella brands website. The key challenge to Aquafina in design the site was that it should be enough attractive on first viewing interesting enough to encourage repeat visits. Visitors will judge the sites performance on ease of use and physical attractiveness.

3- Sales Promotion
Specific promotions of Aquafina were arranged in some of the key outlets of Lahore. On a 12-bottle purchase of 1.5 ml, one 1.5 ml bottle was offered free to consumers. Similarly on a 6-bottle purchase of 1.5 ml, one 0.5 ml bottle was offered free. Regarding trade promotion, the retailer was also given an additional discount of 4 % during this sales promotion. Not only did the sales of Aquafina grow tremendously during the promotion, these continued at a higher pace even after it was over. Product sampling and sticker sampling activities were carried out in different cities of Pakistan. Aquafinas marketing team has also undertaken a major education campaign on water use and its importance in daily life. Besides this, Aquafina also sponsored the following events under it Mother Brand PEPSI: Matches of national Cricket team, concerts, Marathons.

4- Direct marketing
Direct marketing is the use of consumer direct channels to reach and deliver goods and services to customers without using marketing middleman. Such kind

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of marketing usually used for the 17ltre and 19ltre bottle by Aquafina which is also known as direct order marketing. It also helps it in building long term relations with customers. Aquafina use agencies and toll free numbers for direct marketing. Direct mail: Aquafina uses direct mail which means sending offers, announcements, reminders, or other important information to the customers of big bottles.

5- Personal Selling
The personal selling is done to engage the retailers (or their employees) with the customers, so that they suggest the customer to purchase your product. Personal selling activity was in august 1999 in Lahore. A team of personal sellers sold chilled 0.5 liter bottles to traveling customers on all major intersections. Through this innovative idea brand got great mileage in terms of brand awareness, paid trial, image as well as its likeability.

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PROMOTION MIX OF NESTLE PURE LIFE

A promotional mix is an organizations combination of personal selling, advertising, sales promotion, and public relations. An effective promotional mix is a critical part of all marketing strategies. Promotion, in whatever form it takes, is an attempt to influence. Nestl is using following methods for promotion of NPL: 1. 2. 3. 4. 5. Advertising Sales promotion Interactive/Internet marketing Direct marketing Publicity/Public relations

1- Advertising
It is non-personal communication paid for by a clearly identified sponsor promoting ideas, organizations, or products. NESLTE uses following ways to advertise the Nestle Pure Life:  Print media  Newspapers  Magazines  Flyers  Electronic Media  TV ads  Bill boards  Banners  Electronic Screens(on Signals)  Internet The most familiar outlets for ads used for the advertisement of the NPL by Nestl are the broadcast (TV and Radio) and print media (news papers and magazines). The Nestl also uses other advertising vehicles like billboards, T-shirts. Nestl is doing the selective demand advertising that is intended to stimulate demand for individual brands. In the advertisement the message is given that, There is one water, which gives you, hope, happiness and trust and that water is Nestl Pure Life. It is pure, safe, and healthy water And in recent advertising campaign, their slogan is,

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JIYO! Kay yehi hay zindagi On billboards the pictures of NPL advertisement seems so attractive, especially in summer season across the roads that it motivates the customer to purchase it immediately. Nestl has the internal advertising department as well as hire the services of the external.

2-Sales Promotion
It is demand-stimulating activity designed to supplement advertising. It is paid for by the sponsor and frequently involved a temporary incentive to encourage a sale or purchase. Many sales promotions are directed at consumer. Nestl has designed it in away to encourage the companys sales force or other members of the distribution channel to sell products more aggressively. Nestl Pakistan limited arranges concerts, trade shows, event sponsorship, in-store displays, and discounts. In Nestl, a separate sales department is working. The function of this department is to taking the sales orders, visiting the market, collecting the customers complaints and transferring to the concerned department. They also make sure the availability of the NPL to the consumer at right time and at right place.

3-Interactive/Internet marketing
Nestl has its own website which is giving the information about the different brand of the company. Nestle pure life uses its Umbrella brands website. This is www.nestle.com

4- Direct marketing
In summers direct marketing is used for promotion by providing cool points of Nestle Pure Life where chilled Nestle Pure Life is available for instant drinking.

5- Public relations
It encompasses a wide variety of communication efforts to contribute to generally favorable attitudes and opinions toward an organization and its products. Unlike most advertising and personal selling, it does not include specific sales message. The targets may be customers, stockholders, a government agency, or a special-

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interest group. Public relations can take many forms, including newsletters, annual reports, lobbying, and support of charitable and civic events. Nestl is following all above mentioned public relations forms: The company assists through donations such hospitals and organizations that provide services to the poor and responds to distress calls by the government and NGOs for assistance to victims of flood, earthquake, drought and other natural calamities. The company arrange mil program for undernourished and sick children and mothers through several NGOs and charitable organizations. The company has initiated a tube well and hand pump installation scheme in selected rural areas. It donates computers to schools for disadvantaged children run by NGOs and charitable organizations. To support the spread of education in rural areas, it undertakes Refurbishment Program of Govt. operated primary and middle schools. The Company regularly sponsors sports and cultural events, such as the International Polo Tournament and SAF Games in the recent past. The company gives the extra gifts, calendars and diaries to the employees and customers for public relations. Publicity is also a promotional method used by the Nestl. Publicity is specific form of public relations that involves news stories about organization or its products. Like advertising, it consists of an impersonal message that reaches a mass audience through the media. But several features distinguish publicity from advertising. The company does not pay for it and it has little or no control over this and it appears as news and therefore has grater credibility than advertising. The company seeks for good publicity and frequently provides the material for it in the form of news releases, press conferences, and photographs. When a picture of a companys CEO appears on the cover of business publication and it accompanied by a flattering article in the magazine, it is often attributable to the efforts of the firms public relations department.

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COMPARISON OF PROMOTION STRATEGIES OF AQUAFINA & NESTLE PURE LIFE

PEPSI & NESTLE both is using promotional strategies for promotion of water products AQUAFINA & NESTLE PURE LIFE.

AQUAFINA
ADVERTISEMENT:  PepsiCo. tries its best to make persuasive advertisement gives support to the perception of the consumer about the product.  In every advertisement of Aquafina the company tries to convey the message of thrill and enjoyment.  It also conveys its strong bonding with the umbrella brand Pepsi to increase the consumers satisfaction level on waters purity.  It uses an effective media like print media and electronic media for advertisement purpose.  Aquafina is using interactive marketing through sending tailored messages. PERSONAL SELLING:  Company use a team of personal sellers sold chilled 0.5 liter bottles to traveling customers on all major intersections. SALES PROMOTION:  Specific promotions of Aquafina are arranged in some of the key outlets.  Product sampling and sticker sampling activities were carried out in different cities of Pakistan.  Aquafinas marketing team has undertaken a major education campaign on water use and its importance in daily life.  Aquafina sponsors the following events under it Mother Brand PEPSI: Matches of national Cricket team, concerts, Marathons etc. DIRECT MARKETING  Equafina use direct order marketing strategy to deliver 17ltre and 19ltre bottle to customers without using marketing middleman.  Aquafina use agencies and toll free numbers for direct marketing.

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NESTLE PURE LIFE

ADVERTISEMENT:  To stimulate demand for product use messages In the advertisement campaigns like There is one water, which gives you, hope, happiness and trust and that water is Nestl Pure Life. It is pure, safe, and healthy water JIYO! Kay yehi hay zindagi  On billboards the pictures of NPL advertisement seems so attractive, especially in summer season across the roads that it motivates the customer to purchase it immediately.  Nestl has the internal advertising department as well as hire the services of the external. INTERNET MARKETING:  Nestle pure life uses its Umbrella brands website. Which is www.nestle.com

SALES PROMOTION:  Nestl has designed it in away to encourage the companys sales force or other members of the distribution channel to sell products more aggressively.  Nestl Pakistan limited arranges concerts, trade shows, event sponsorship, in-store displays, and discounts  In Nestl, a separate sales department is working WHICH taking the sales orders, visiting the market, collecting the customers complaints and transferring to the concerned department. They also make sure the availability of the NPL to the consumer at right time and at right place. DIRECT MARKETING  In summers direct marketing is used for promotion by providing cool points of Nestle Pure Life where chilled Nestle Pure Life is available for instant drinking. PUBLIC RELATIONS  The company assists through donations such hospitals and organizations 25

 The company arrange mil program for undernourished and sick children and mothers through several NGOs and charitable organizations.  The company has initiated a tube well and hand pump installation scheme in selected rural areas.  It donates computers to schools for disadvantaged children  To support the spread of education in rural areas  The Company regularly sponsors sports and cultural events

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EXPLANATION OF BROCHURES RPROMOTION STRATEGIES FOR AQUAFINA & NESTLE PURE LIFE AQUAFINA
We recommend to AQUAFINA (by PEPSI) on New Year day introduce 1. A new flavor of drinking water to promote existing water product. We think that a change in an existing product attract the consumers and also stimuli them to purchase that product. It also plays a role of reminder in the mind of the people. In brochure we are introducing new unsweetened filtered water with a splash of natural cardamom flavor no sugar and no carbs, unique taste, with an intensely aromatic, resinous fragrance. The cardamom flavored water contains many health benefits like Cardamom is a good source of minerals like potassium, calcium, and magnesium. Potassium in an important component of cell and body fluids that helps control heart rate and blood pressure it is also an excellent source of manganese and iron. Manganese is a co-factor for the enzyme superoxide dismutase, which is a very powerful free radical scavenger. Iron is required for red blood cell formation. So we hope this promotion activity will attract consumers and will increase the sales volume of company. 2. We also provide a company named disposable glass with every 1.5 liter bottle. We think that this action will attract more consumers because it is not easy way to drink water directly from 1.5 letters bottle disposable glass will help them to drink pure and healthy water easily. It will increase the satisfaction of consumer.

NASTLE PURE LIFE

For nestle pure life we recommend to company that 1. Company should awarded discount of 26 Rs. on every refill of 17.5 litters and 19.5 litters bottle and no security deposit will be charged to the consumer. 2. Purchase of every 17.5 litters & 19.5 litters bottle get a lucky draw coupon and win expensive, luxurious prizes and cash prizes and also win return tickets of different countries. 3. Join our hands in the mission against hepatitis B&C, every purchase of pure life bottle an amount will be used against killing disease. This campaign will also aware people about the cause of these killing disease, polluted water is a big cause of these diseases and nestle pure life provide a complete protection against murderer diseases.

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RECOMMENDATIONS
EQUAFINA:
The focus for advertising objectives should be on persuading or on building selective demand. Should create effective advertising messages. Message execution should be proper. Aquafina should sponsor online communities whose members communicate through postings, instant messaging, and chat discussions about special interests related to the Aquafina. Aquafina should arrange some innovative contest in schools, colleges and universities. Aquafina should promote through promoting their product relating with different festivals and seasons like y Basant festival y Jashn e bahara In inbound telemarketing customer he himself calls to ask about the product price or any other information he want to ask. Aquafina should facilitate its customer its customer through online services.

NESTLE PURE LIFE:

They should introduce 0.20l water glass of Nestle Pure Life which should be provide on cool points in summer. Nestle Pure Life should communicate the benefits of drinking it. Now a day, they are not advertising properly therefore they should focus on more advertisement so that they could create strong brand loyalty among customers. Nestle must strive for continuous improvement in every area. They should also improve their advertising. Their advertising doesnt pay long-Term effect in the mind of customers.

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REFERNCES
y y y y y y y y y y www.aquafina.com www.nestle.com www.pepsi.com www.nestle-purelife.com www.amcy5.com www.google.com www.wikipedia.com www.scribd.com www.slideshare.net www.essays24.com

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