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- 3. Marketing Plan : Research-Based Strategic Marketing Audit for the Commercialization of “Atlantis Water” in the Twin Cities’ Market of Pakistan Supervisor: Mr.Mohsin Lohdi CEO - Atlantis Water Co-Supervisor: Mr.Raja Shuja-ul-Haq Group: Arslan Khalid 07-0232 Farjad Iftikhar 07-0257 Jalil ur Rehman 07-0099 Syed Sultan Haider 07-0131 Usman Riaz 07-0245
- 5. • Marketing research to understand the market trends i.e. Customers, Collaborators, Competitors. • 52 bottled water brands in Pakistan. It is essential to find out the opportunity to be exploited. 1st Step
- 6. 45.3% 54.7% Gender Female Male50.3% 49.7% Residential Area Islamabad Rawalpindi •Personal and Group Consumption •Home Usage or Family Consumption
- 7. 68% 10% 17% 5% Preferred Brand Nestle Aquafina Kinley Others Low Brand Loyalty 85.7% Purchase some other brand Important Factors Availability Taste Brand Image Personal and Group Consumption Analysis and Crust
- 8. Preferences Brand Image Price Taste Service(Door-Step Delivery) Service(Timely Replenishment/In- time Delivery) Home Usage or Family Consumption Analysis and Crust Important Factors Brand Image Taste In-time Delivery Very Conscious Conscious Very Conscious Conscious Not conscious
- 9. CompanySuppliers Collaborators Distributors Retialers Customers • Distribution Network Survey • Retailers survey
- 10. Intensive Distribution Selective Distribution Nestlé Pure Life Shan Marketing Services Margalla Distributors KinleyAquafina Shan Marketing Services Other Distributer Own Distributer Other Distributer Local Brands Own Distributer Other Distributer Indirect Indirect Combination of Both Both Direct and Indirect
- 11. • Problems • Lose focus on packaging • Product Velocity
- 12. • Nestle • Kinley • Aquafina • Others 68% 10% 17% 5% Preferred Brand Nestle Aquafina Kinley Others
- 13. – Marketing Strategies based on the results derived from the marketing research. – To meet the expectations and needs of the customers – To make the customers aware of the benefits offered by Atlantis they value the most. – Marketing Mix, Distribution Strategy and Value Proposition. – Branding and Implementation Plan 2nd Step
- 14. Added Features • Virus Free • Antioxidant • Small Molecular Cluster • Natural Minerals • Enviro-shielding • Packages • Services 600ml and 1.5L 19 L
- 15. Prices List for Customer Bottle Size Pack Retailer Buying Price Retail Price 600ml 12 bottle Pack Rs. 10.8 Rs. 20 1.5 liter 6 bottle Pack Rs. 23.3 Rs. 30 6 liter Single Bottle Rs. 55 Rs. 65 19 liter Single Bottle Rs.100 Rs. 125 Bottle Size Cost 600ml Rs. 8.1 1.5 liter Rs. 13.4 6 liter Rs. 44 19 liter Rs 69
- 16. Distribution Strategy – Selective Distribution – Direct Distribution – Market share and Brand Image – Intensive Distribution in Future
- 17. Core Benefit Basic Product Expected Product Augmented Product Potential Product Core Benefits Thirst Quencher Basic Product Clean and Pure water Expected Product Clean and handy packaging Augmented Product Virus Free, Natural Minerals, 14 steps, anti-oxidant, enviro shield
- 18. Value Dimensions Economical Value Psychological value Functional Value Functional Values Natural Mineral Water •14 Steps of purification •Virus Free •Anti-oxidant •Enviro-Shield •Smaller Molecular Structure Economical Value •Less price •More Water •Not much differentiation Psychological Value •Free Home delivery •On call delivery Focus
- 19. Positioning Frameworks Broad Positioning •Operational Excellence •Customer Intimacy •Product Leadership Specific Positioning •Dual Benefit Positioning •Category Positioning •Competitive Positioning
- 20. 10-- 9-- 8-- 7-- 6-- 5-- 4-- 3-- 2-- 1— 0-- 0 1 2 3 4 6 7 8 9 10 I I I I I I I I I I Availability Taste Nestle Aquafina Kinley Sufi Qurshi Sparklet Target
- 21. “To the health conscious, active and hardworking people who want to stay healthy and water is essential part of life for them, Atlantis water is the only 14 step purified Natural mineral water which is safe and healthy for drinking because it contains natural mineral which keeps the body hydrated unlike the competitors who are just bottled waters with synthetic minerals and less steps of purification”.
- 22. Sales Promotions Public Relations Reference Group Promotions Advertisements Brand Bondage Rational appeal Patriotic appeal Pioneering advertisement Competitive advertisement Price Discounts Free Goods Branding in retail outlet Doctors and Pharmacist Appeal PENCILS Publications, Events, Social Corporate responsibility Inviting the people to the plant
- 23. • Word Association 14step Natural mineral Water • Personifying the Brand A health conscious person looking for a reliable product
- 25. Packaging Strategy – Bottling – Labeling Label Labeling position Primary Level of Packaging Secondary Level of Packaging
- 26. • The main aim in the first year should be to develop brand awareness and brand image. • Atlantis has to follow steady marketing campaign through ATL, BTL and TTL activities. The marketing plan devised should be followed strictly and according to the plan. • Selective distribution strategy should be used initially and after creating the brand awareness intensive distribution strategy can be followed.
- 27. • Atlantis should come in with an aggressive promotional campaign to surprise the competitors. • Once the brand awareness is created it is important to follow intensive distribution to ensure maximum availability of Atlantis. • Atlantis should strictly follow its positioning strategy and should not change the positioning which might result in the loss of credibility.
- 28. • Educating the customers can play an important role, so unique promotional strategies devised above should be followed. • The packaging of the product should be different from local and international brands with unique style and best practices in services should be followed. • Proper trainings should be given to the sales team and the channel members because for the customers the sales team and channel members are the company or company representatives.
- 29. THANK YOU!
Notas do Editor
- Three types of viruses.. Lamblia,giardia and crpsodioum… 132 heat required.You can live without food for more than 20 days. But u canot live without water for morer than 4 days. Today imgoin to tell you about a unique water which has unique properties. DO u noe that 70 percent diseaes are water born and im sure that the answer is yes.Let me now share u with a unique water havingA virus freeB anti oxidantC small molecular clusterD natural mineralsE enviro shielding.
- To achieve this mission , the first step is marketing research, Question arises WHY marketing?Marketing research to understand the market trends, customer, collaborators and competitors.
- Marketing Research and trends, First Consumer Pattern survey.Consumer pattren survey is divided into two major parts. Personal and group consumption which include 500ml 1.5 liter n 5-6 liter bottle.And home usage or family consumption bottles which include 12 and 19 liter bottles.Conusmerpattren survey was conducted in cities of rawalpindi and islamabad,out of 300 respondents 49.7% r from islamad and rest from rawalpindi.
- Results shows that that nestle is the most preferred brand followd by kinley n aqufina. But this result doesn’t signify that there is brand loyalty for the bottle water. Actually Brand loyalty is very low. Around 52 % respondents mention that generally they will buy any brand.75.3 people will not move to other shop if they don’t find their prefeerd brand in the shop.85.7 will purchase some other brand rather then goinh n buy from other place.
- In home usage which in include 12 liter n 19liter bottle. Peolple are not consious about About the prices. They are very conscious about the taste and servies and conscious about Brand image.Most important factor are brand image availabilty and intimedelevery.