MArketing

1. MARKETING PLAN : year 2012-2017
Presented to: Sir Farhan Sherazi
Presented by: Tango Group
UNIVERSITY OF THE PUNJAB

2. TANGO GROUP

3. INTRODUCTION
OBJECTIVES:
•Green Pakistan
•Save nation
GREEN PAKISTAN
• Recycling of plastic bottles Is dangerous as basic unit of plastic is carbon
so carbon produces carbon dioxide. Which depletes ozone layer
SAVE NATION:
• As carbon is the basic element of plastic
• Calcium deposition reduces with the use of carbonated / fizzy drinks.

4. ADVERSE EFFECT OF PLASTIC BOTTLES
Common Uses Adverse Health Effects
Plastic
Polyvinyl Food packaging, plastic wrap, containers for toiletries, Can cause cancer, birth defects, genetic changes, chronic
chloride cosmetics, crib bumpers, floor tiles, pacifiers, shower bronchitis, ulcers, skin diseases, deafness, vision failure,
(#3PVC) curtains, toys, water pipes, garden hoses, auto indigestion, and liver dysfunction
upholstery, inflatable swimming pools
Phthalates Softened vinyl products manufactured with phthalates Endocrine disruption, linked to asthma, developmental
(DEHP, include vinyl clothing, emulsion paint, footwear, printing and reproductive effects. Medical waste with PVC and
DINP, inks, non-mouthing toys and children’s products, product phthalates is regularly incinerated causing public health
and others) packaging and food wrap, vinyl flooring, blood bags and effects from the release of dioxins and mercury, including
tubing, IV containers and components, surgical gloves, cancer, birth defects, hormonal changes, declining sperm
breathing tubes, general purpose lab ware, inhalation counts, infertility, endometriosis, and immune system
masks, many other medical devices impairment.
Polycarbonate, Water bottles Scientists have linked very low doses of biphenyl A
with Bisphenol A exposure to cancers, impaired immune function,
(#7)
early onset of puberty, obesity, diabetes,
and hyperactivity, among other problems (Environment
California)
Polystyrene Many food containers for meats, fish, cheeses, yogurt, Can irritate eyes, nose and throat and can cause dizziness
foam and clear clamshell containers, foam and rigid and unconsciousness. Migrates into food and stores in
plates, clear bakery containers, packaging "peanuts", body fat. Elevated rates of lymphatic and hematopoietic
foam packaging, audio cassette housings, CD cases, cancers for workers.
disposable cutlery, building insulation, flotation devices,
ice buckets, wall tile, paints, serving trays, throw-away
hot drink cups, toys
Polyethelyne Water and soda bottles, carpet fiber, chewing gum, coffee Suspected human carcinogen
(#1 PET) stirrers, drinking glasses, food containers and wrappers,
heat-sealed plastic packaging, kitchenware, plastic bags,
squeeze bottles, toys

5. VISION & MISSION STATEMENT
Mission statement
Drink safe Water Co., Inc. is a community water purveyor operated by an accomplished
team of professionals. We are dedicated to and empowered by the strength of our
customers.
We are striving to provide the safest drinking water scientifically possible, to give
unmatched personal service and to provide strong leadership qualities towards
continued growth
vision statement
Our actions demonstrate how we value our customers. We will drive out costs in
everything we do. We will treat each other respectfully. We will regard our Team
Members as Drink safe ’ most valuable resource. We will have a positive impact on our
community and environment. We will deliver excellent value to all of our stakeholders
We shall get a prominently established and proactive entity within the boundaries of our
service.

6. MARKET OPPORTUNITY
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. Pakistan’s 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 consists of home and office
delivers in 3 and 5 gallon cans.
The process of purified bottled water manufacturing consist of collecting water from a
suitable source, filtration, demineralization, blending with salts, aeration, testing for
standards conformation, packing and packaging. But today there are more than 26 brands of
drinking water available in the market thus showing a substantial growth by the industry.
Mineral Water Imports in Pakistan
Year Quantity Value (‘000’ Rs)
1992-93 694,249 3,188
1993-94 814,338 5,384
1994-95 1,660,951 10,741
1995-96 2,328,460 12,856

7. STRENGTHS:
• Save & Healthy Drinking Water
• Achieved all I.S.O 2001 standards
• Human friendly
• Nature friendly
• Best alternative to carbonated drinks for babies
WEAKNESSES:
• Product unknown presentation to mess

8. OPPORTUNITIES :
• Highly developing market
• Fast growing market
• Highly motivated & skilled employees
THREATS:
• Highly established market competition

9. ORGANIZATIONAL HIERARCY

10. HUMAN ASSET PLAN
No Department No of employees
01 Finance 04
02 Marketing 30
03 Human resource 05
04 Production 20
05 Distribution 40
06 Administration 05
total 104 employees

12. Break Even Analysis
Break Even Analysis
*
Fixed Costs: 50000Rs *
*
*
Variable Cost (per unit): 10 Rs *
*
*
Selling Price (per unit): 17.4 / 34.7 Rs *
*
Time Period:

13. PRODUCTION PLAN
• This is the tentative plan , flexible in nature, dependent upon the
demand & environmental factors
year Bottles Per day Per month Per year
2012 500 12500 150000
2013 1000 25000 300000
2014 2000 50000 600000

14. • Product manager
• Distribution manager
• Supply chain manager
• Advertisement manager

15. THE SEGMENTATION &
TARGET MARKET
SELECTION

16. GEOGRAPHICAL DIVISION OF PUNJAB
Citadel of Punjab

17. GEOGRAPHICAL SEGMENTATION :
LAHORE
PERIFERAL AREA’s of LAHORE.

18. Old age Teenagers
Women
Men
kids

19. MARKET RESEARCH
• Primary research • Secondary data
• Descriptive research •WB-CWRAS - World
Results: Bank, Country Water
People are really Resources Assistance
conscious about there Strategy
health & are concerned •PSQCA - Pakistan
about their love ones Standards and Quality
So agreed to the product Control Authority
attributes. •PWRC -Provincial Water
Regulatory Commission
•PCRWR - Pakistan
Council for Research in
Water Resources
•PBS - Pakistan bureau of
Statistics

20. PRODUCT

21. PRODUCT

22. THE LABLE

23. INGREDIENTS
Mineral Composition mg/L
Calcium 100-200
Magnesium 3-15
Potassium .01-4
Sodium 3-30
Sulphate 10-50
Chloride 60-110
Fluoride .1-.6
Total Minerals 150-250
Ph Value 6.5-8.5
Total Hardness 100-175

24. THE PLANT
C3- flex sheet plant

25. THE PLANT PH-CONTROLLER

26. THE PLANT
Water treatment Drink Mixer Plant
plant
Precision filter machine Osmosis RO Systems

27. THE PRICING

28. PRIMARY CONSIDERATIONS IN PRICING
LOW PRICE HIGH PRICE
No possible profit No possible
at this price demand at this
COMPETITORS’ price
PRICES &
CONSUMER
OTHER
PRODUCT COST PERCEPTION
EXTERNAL &
OF VALUE
INTERNAL
FACTORS

29. COMPETITOR PRICES
Name of Brands 0.5 LITER 1.5 LITER
Nestle,Pure life RS 15 RS.30
Atlantis RS.15 RS.28
Aqua Fina ,Purity RS.15 RS.30
guaranteed
Spring, it's naturally pure RS 13 RS.27

30. PRICE FOR REVITAL(health with safety)
WEIGHT RETAIL PRICE TAX@16% PER UNIT
PRICE
750 ml 15 2.4 17.4
1.5 LITER 30 4.8 34.8
PRICE FOR Juvenli (flavored water)
WEIGHT RETAIL PRICE TAX@16% PER UNIT
PRICE
500 ml 15 2.4 17.4
1 LITER 30 4.8 34.8

31. THE INTERMIDIETORIES

32. CONSUMER & MARKETING CONCEPT
Manufactur Manufactur
Manufactu
er er
rer
Manufac
turer
Wholesaler Wholesaler
Retailer Jobber
Retailer
Retailer
consumer consumer consumer consumer

33. DISTRIBUTION CHANNELS:
NORTH REGION: SOUTH REGION :
• Samanabad • Model Town
• Islampura • Faisal Town
• Shahadra • Wapda Town
• Shadman • Garden town
• Al-faisal town • Johar town
• Lahore –Cantt • Cavalary
• DHA • Gulberg
• Dharampura (etc) • Township
• Sheikhupura • kahana
• Kasur
• Chuniyan

34. DISTRIBUTION CHANNEL’S PLAN:
“PROVIDE THE PRODUCT AT FIRST STEP OF CONSUMER”
No of Employees 40
No of vans 10
No of visit/ area 2/ week
No of 25/ day
outlets/day
Output / day 250 outlet/day

35. RETAILER CLASSIFIED BY OWNERSHIP
• Cooperate chains
• Independent stores

36. RETAILERS CLASSIFIED BY MARKETING
STRATEGIES
 Departmental stores
 Discount stores
 Limited-line stores
 Off-prices retailers
 Supermarkets
 Convenience stores
 Warehouse clubs

37. PROMOTION & ADVERTISEMENT
•E -marketing (inter-net blogs , television ads)
•Tele marketing
• free sampling (schools , large retail outlets , offices)
• B2B marketing (Hotel & restaurants )
•B2C marketing
•Public places
•Educational centers
•Event based marketing

38. FOCUSED PLACES

39. THE ADVERTISEMENT

40. Bill boards

41. STANDING FLEX
SHEETS

42. POLE SIGNS

43. BUNTINGS

44. DRINK SAFE
BE BLESSED