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7/29/2019 PRODUCT PLAN OF ZAM WATER.docx
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PRODUCT PLAN OFZam Drink
Submitted to:
Mam Maria
Submitted by:
USMAN MAJEED
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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 ZAM WATER business plan a realityin the year 2008.
ZAM WATER is the answer to an increasing demand. Marketing will play a vital
role in the success of ZAM WATER. ZAM WATER must build a brand around theservices 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 ZAM WATER for the first time. A strong emphasis will be put onkeeping customers and building brand loyalty through programs focused on
staffing, experience, and customer
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HIS
T
O
R
Y
OF
Z
A
M
W
ATER
http://en.wikipedia.org/wiki/Image:Aquafina.svg
Type Water Beverage
Manufacturer PepsiCo, Inc.
http://en.wikipedia.org/wiki/Image:Aquafina.svghttp://en.wikipedia.org/wiki/Image:Aquafina.svghttp://en.wikipedia.org/wiki/Image:Aquafina.svg7/29/2019 PRODUCT PLAN OF ZAM WATER.docx
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ZA
M
WA
TE
Ris
a
brand ofbottled water. It was first distributed inWichita,Kansasin1994, and wasdistributed across theUnited States,Canada,TurkeyVietnamPakistanandIndia. As of
2003, it had become theUnited States' top-selling bottled water brand in measured
retail channels. ZAM WATER is sold in 12-fluid ounce, 500-milliliter(16.9 fl oz),20-ounce, 24-ounce, 1-liter, and 1.5-liter bottles.
ZAM WATER uses PepsiCo's own purification system, which it calls HydRO-7,that includes charcoal filtration,reverse osmosisand Ozona ion. PepsiCo states in
marketing material that this system removes substances that may be in other brandsof bottled water. As ofJuly 27,2007, PepsiCo put a disclaimer stating the water
comes from a "public source" on each bottle. ZAM WATER 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 Pepsi-
Cola 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 ZAM WATER label:
ZAM WATER Sparkling carbonated flavored water, available inBerry
Blast(Raspberry), and Citrus Twist.
ZAM WATER Flavor Splash, flavored water (without carbonation), andartificially sweetened withScurrilous, available in Grape, Citrus Blend, Wild
Berry, andRaspberry.
ZAM WATER Alive, a low calorie, vitamin-enhanced water beverage,available inBerry Pomegranate,Peach Mango and Orange Lime.
ZAM WATER plus+, a low calorie (120 calories per 591mL bottle), vitaminsupplement water beverage available in "Blackberry Grape", "PomegranateCherry","Passionfruit Citrus" and "Orange Tangerine".
Country of
origin
Introduced
http://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svgUnited
States
1994
http://en.wikipedia.org/wiki/Bottled_waterhttp://en.wikipedia.org/wiki/Bottled_waterhttp://en.wikipedia.org/wiki/Bottled_waterhttp://en.wikipedia.org/wiki/Wichita%2C_Kansashttp://en.wikipedia.org/wiki/Wichita%2C_Kansashttp://en.wikipedia.org/wiki/Wichita%2C_Kansashttp://en.wikipedia.org/wiki/Kansashttp://en.wikipedia.org/wiki/Kansashttp://en.wikipedia.org/wiki/Kansashttp://en.wikipedia.org/wiki/1994http://en.wikipedia.org/wiki/1994http://en.wikipedia.org/wiki/1994http://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/2003http://en.wikipedia.org/wiki/2003http://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Fluid_ouncehttp://en.wikipedia.org/wiki/Fluid_ouncehttp://en.wikipedia.org/wiki/Fluid_ouncehttp://en.wikipedia.org/wiki/Milliliterhttp://en.wikipedia.org/wiki/Literhttp://en.wikipedia.org/wiki/Reverse_osmosishttp://en.wikipedia.org/wiki/Reverse_osmosishttp://en.wikipedia.org/wiki/Reverse_osmosishttp://en.wikipedia.org/wiki/July_27http://en.wikipedia.org/wiki/July_27http://en.wikipedia.org/wiki/July_27http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/Sucralosehttp://en.wikipedia.org/wiki/Sucralosehttp://en.wikipedia.org/wiki/Sucralosehttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Sucralosehttp://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/July_27http://en.wikipedia.org/wiki/Reverse_osmosishttp://en.wikipedia.org/wiki/Literhttp://en.wikipedia.org/wiki/Milliliterhttp://en.wikipedia.org/wiki/Fluid_ouncehttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/2003http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/1994http://en.wikipedia.org/wiki/Kansashttp://en.wikipedia.org/wiki/Wichita%2C_Kansashttp://en.wikipedia.org/wiki/Bottled_water7/29/2019 PRODUCT PLAN OF ZAM WATER.docx
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ZAM WATER is an official sponsor of Olympus Fashion Week, SundanceFilm Festival, Tribeca Film Festival, Carolina Panthers, and the PGA.
http://en.wikipedia.org/wiki/Sundance_Film_Festivalhttp://en.wikipedia.org/wiki/Sundance_Film_Festivalhttp://en.wikipedia.org/wiki/Sundance_Film_Festivalhttp://en.wikipedia.org/wiki/Tribeca_Film_Festivalhttp://en.wikipedia.org/wiki/Tribeca_Film_Festivalhttp://en.wikipedia.org/wiki/Carolina_Panthershttp://en.wikipedia.org/wiki/Carolina_Panthershttp://en.wikipedia.org/wiki/Carolina_Panthershttp://en.wikipedia.org/wiki/Tribeca_Film_Festivalhttp://en.wikipedia.org/wiki/Sundance_Film_Festivalhttp://en.wikipedia.org/wiki/Sundance_Film_Festival7/29/2019 PRODUCT PLAN OF ZAM WATER.docx
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HISTORY OF PEPSI
Pepsi-Cola
Type Cola
Manufacturer PepsiCo.
Country of origin United States
Introduced 16 June 1903
History
Origins
Pepsi was first made inNew Bern, North Carolina, in the United States in the early
1890s bypharmacistCaleb Bradham. In 1898, "Brad's drink" was changed to "Pepsi-Cola" and later trademarked onJune 16,1903.[1]There are several theories on theorigin 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 andchanged it to Pepsi-Cola.2. Pepsi-Cola" is ananagramfor "Episcopal" - a large church across the street from
Bradham's drugstore. There is a plaque at the site of the original drugstoredocumenting this, though PepsiCo has denied this theory.
http://en.wikipedia.org/wiki/New_Bern%2C_North_Carolinahttp://en.wikipedia.org/wiki/New_Bern%2C_North_Carolinahttp://en.wikipedia.org/wiki/New_Bern%2C_North_Carolinahttp://en.wikipedia.org/wiki/Pharmacyhttp://en.wikipedia.org/wiki/Pharmacyhttp://en.wikipedia.org/wiki/Caleb_Bradhamhttp://en.wikipedia.org/wiki/Caleb_Bradhamhttp://en.wikipedia.org/wiki/Caleb_Bradhamhttp://en.wikipedia.org/wiki/June_16http://en.wikipedia.org/wiki/June_16http://en.wikipedia.org/wiki/June_16http://en.wikipedia.org/wiki/1903http://en.wikipedia.org/wiki/1903http://en.wikipedia.org/wiki/Pepsi#cite_note-0#cite_note-0http://en.wikipedia.org/wiki/Pepsi#cite_note-0#cite_note-0http://en.wikipedia.org/wiki/Pepsi#cite_note-0#cite_note-0http://en.wikipedia.org/wiki/Anagramhttp://en.wikipedia.org/wiki/Anagramhttp://en.wikipedia.org/wiki/Anagramhttp://en.wikipedia.org/wiki/Anagramhttp://en.wikipedia.org/wiki/Pepsi#cite_note-0#cite_note-0http://en.wikipedia.org/wiki/1903http://en.wikipedia.org/wiki/June_16http://en.wikipedia.org/wiki/Caleb_Bradhamhttp://en.wikipedia.org/wiki/Pharmacyhttp://en.wikipedia.org/wiki/New_Bern%2C_North_Carolina7/29/2019 PRODUCT PLAN OF ZAM WATER.docx
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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 amedical term that describes a problem with one's stomach to dissolve foodsproperly.
Another theory regarding the name's origins is that Caleb Bradham and hiscustomers 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.
It was made ofcarbonated water,sugar,vanilla,rare oils, andkola nuts. Whether the
original recipe included theenzymepepsinis disputed.[2][3]
In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a
rented warehouse. That year, Bradham sold 7,968 gallons ofsyrup. 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, thelogo was changed again. In 1929, automobile race pioneerBarney Old-fieldendorsed
Pepsi-Cola in newspaper ads as "A bully drink...refreshing, invigorating, a finebracer before a race".
In 1929, the Pepsi-Cola Company went bankrupt during theGreat Depression- in
large part due financial losses incurred by speculating on wildly fluctuating sugarprices as a result ofWorld 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 candymanufacturer with retail stores that contained soda fountains. He sought to replaceCoca-Colaat his stores' fountains after Coke refused to give him a discount onsyrup. Goth then had Loft's chemists reformulate the Pepsi-Cola syrup formula.
http://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Vanillahttp://en.wikipedia.org/wiki/Vanillahttp://en.wikipedia.org/wiki/Vanillahttp://en.wikipedia.org/wiki/Essential_oilhttp://en.wikipedia.org/wiki/Essential_oilhttp://en.wikipedia.org/wiki/Essential_oilhttp://en.wikipedia.org/wiki/Kola_nuthttp://en.wikipedia.org/wiki/Kola_nuthttp://en.wikipedia.org/wiki/Kola_nuthttp://en.wikipedia.org/wiki/Enzymehttp://en.wikipedia.org/wiki/Enzymehttp://en.wikipedia.org/wiki/Pepsinhttp://en.wikipedia.org/wiki/Pepsinhttp://en.wikipedia.org/wiki/Pepsinhttp://en.wikipedia.org/wiki/Pepsi#cite_note-1#cite_note-1http://en.wikipedia.org/wiki/Pepsi#cite_note-1#cite_note-1http://en.wikipedia.org/wiki/Pepsi#cite_note-1#cite_note-1http://en.wikipedia.org/wiki/Gallonshttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Barney_Oldfieldhttp://en.wikipedia.org/wiki/Barney_Oldfieldhttp://en.wikipedia.org/wiki/Barney_Oldfieldhttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/Barney_Oldfieldhttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Gallonshttp://en.wikipedia.org/wiki/Pepsi#cite_note-1#cite_note-1http://en.wikipedia.org/wiki/Pepsi#cite_note-1#cite_note-1http://en.wikipedia.org/wiki/Pepsinhttp://en.wikipedia.org/wiki/Enzymehttp://en.wikipedia.org/wiki/Kola_nuthttp://en.wikipedia.org/wiki/Essential_oilhttp://en.wikipedia.org/wiki/Vanillahttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Carbonated_water7/29/2019 PRODUCT PLAN OF ZAM WATER.docx
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ZAM WATER 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 inPakistan we want to provide the mineral water for the first time in Pakistan as ourorganizational process is continually improving
Reason:
When ZAM WATER has been launched by Pepsi in local market their was onlyfew local brands and one multi national brand which is nestle
Overall Economic Scenario:
With the population of 180 million (estimated July 2007) Pakistan holdsthe ninth largest market with 34% urban population
Increasing overall population with a significant increase in urban
population has resulted in more consumption of consumer goods
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WORLD WATER BOTTLED MARKET
Annually consumption 189billion liter
Estimated sales $ 200 billion
Consumption growth 7 % per year
PAKISTANI BOTTLED WATER
People using bottled water 7 to 8 %
Annually consumption 1.7 billion liter water
Estimated sales RS 20 billion
Consumption growth 1.7 % per year
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ECONOMIC SURVEY
Pakistans biggest consumer markets include:
Population and growth:
Urban population 56 million
Urban Population growth rate 2.10%
CITES POPULATION
Karachi 15 million
Lahore 9 million
Rawalpindi 3.0 million
Faisalabad 2.6 millionMultan 1.6 million
Gujranwala 1.3 million
Hyderabad 1.3 million
Islamabad 1.3 million
peshawar 1.0 million
population 180 million
Growth rate 4.09%
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Size of middle class 82 million
Middle class growth 3%
-
Age structure:
Age category Population %age
0-14 years 64.5 million 39%
15-64 years 94.5 million 57%
65 years and over 7.0 million 4%
0-14
YEARS
39%15 -64
YEARS
57%
65 YEARS
AND
OVER
4%0-14 YEARS
15 -64 YEARS
65 YEARS AND
OVER
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Market Potential
At an average , a Pakistani consumer spends 42 % of income on food. Retail sales of processed foods are expanding by 10 percent per year. Consumer often prefer branded food items for both quality and status
reasons
Demand for packager food is growing Key factors are:
Changing lifestyleInfluence of foreign media
Increase awareness of health principles
Advertising is also helping to stimulate demand for branded food items.Per capita real GDP has increased at an average of 5.6 % per annum during the lastthree years
This increase has led to a rise in average income of people and a increase in
consumer spending
Targeted segment- youth and elders- is health conscious and thus adds to thedemand
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Industrial SWOT Analysis
Strengths:
The main strength of this industry is the lifestyle of the people is changing and thisis reason that some local and multinational companies are entering in this industry.
Demand is increasing day by day in the bottled water.
Weaknesses:
Weaknesses in this industry is that the lack of awareness and the poverty. Similarly
there is lack of promotion and advertising is also the main weakness. Some timethe lack of availability in the remote areas is also the strong reason
Opportunities:
Big competition in this industry is big opportunity in this industry and people arebecoming more health conscious
Threats:
Trust of people is the main threats in this industry. So there should not be anycomplaint in this industry.
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Market Analysis:
Major players in this industry are:
Nestle Kinley Sufi First Others
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Consumer Analysis
We did a small research on consumer analysis:
When you use bottled water?
More people using bottled water, when they are on traveling and some people use
at office or university and 25 % use at meal.
25%
35%
40%
on meal
at office or
universty
on travelling
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Why preference you ZAM WATER?
The quality of ZAM WATER is increasing day by day, so the people who
preference ZAM WATER is 45 % and other prefer on price, availability, imageand some people prefer in other reasons.
45%
10%
25%
15%5%
quality
price
availability
image
other
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MARKETING MIX
PRODUCT:
VISION:
To provide superior water to our consumer
MISSION:
To provide the healthy water in order to facilitate peopleSLOGAN:
Fina nahi tu Pena nahi
Short term goals
To boost the sales
Creating value for customer
Long term goals
Make the brand loyalty As PEPSI Has
To give the awareness to use it
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Product packaging
Plastic bottles
500 ml1500 ml
Labeling
sticker containing ingredients on the other side USP of the product is specified
USP
purity Taste of ZAM WATER is taste of. Water.
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Pricing Policy
On going rate price
Almost the prices of all bottled water is same
500 ML 12-14
1500ML 24-26
DISTRIBUTION
PRIMARY DISTRIBUTION
ProducerTO distributor
SECONDARY DISTRIBUTION
DistributorTO retailerTO consumer
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PROMOTION
ADVERTISING STRATEGY TV RADIONEWSPAPER MAGAZINE BILLBOARD BUSINESS TO BUSINESS PROMOTION
(YELLOW PAGES)
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SWOT ANALYSIS OF ZAM WATER
STRENGTH
Parent brand is PEPSI Distribution channel is strong highly preferable for health conscious people
WEAKNESSES
It is new thing for the user of PEPSI. WEAK in TV commercial
OPPORTUNITY
Apply the experience GOOD MARKET GROWTH Lack of pure drinking water over the country
Threats
High expectation of the consumer is associated with PEPSI If not fulfill the expectation, might effect the reputation of PEPSI Big Leader Nestle already exists.