Upload
samramalik92
View
47
Download
0
Tags:
Embed Size (px)
Citation preview
Group Members
• Umair Arshad
• Samra Ahmed
• Faiza Ramzan
• Marriam Gill
“You can’t escape the taste
Water never tasted so good”
MISSION STATEMENT
“Our Mission is to make a positive difference in the health and well
being of its drinkers to maintain the brand loyalty and prestigious
image of Adam’s , keeping in mind the promised quality, freshness
and great experience of fruity flavors making it easily available to customer at an affordable price”
Product Marketing
Anything can be offered to a market
for attention, acquisition, use, or
consumption that might satisfy a want
or need.
About Adam’s FRUGUA
The growth in demand for flavored water has been quite fantastic,
the increased demand no doubt being in part due to the drive for a
"healthier life style" and the mistrust that many have for tap water,
that itself drove the demand for unflavored bottled water in the first place
Frugua is all natural flavored water, i.e. no sugar, sweeteners, or
preservatives. It is simple, pure water, nature's original refreshment, accented with a hint of natural flavor. No sugar, no artificial
sweeteners. Frugua is a refreshing alternative to sodas, juice and
other sweetened drinks. They are just like water infused with fruits
and herbs commonly serve at luxurious spas. It gives an energetic, active and lively feeling as compared to other unhealthy
carbonated beverages. Therefore it helps to maintain proper diet.
Ingredients
Typical Nutritional Information (per 100ml). Typically, flavored water will
have something like this in the "Nutritional Information (per 100ml)"
section:
Energy - 6.81kj / 1.2cals
Protein - 0g
Carbohydrate - 0.3g - of which sugars are - 0.3g
Fat - 0g - of which saturates - 0g
Fiber - 0g
Cont…
Flavored Water - A healthier choice with the demand for a healthier lifestyle goes the increased interest in what we are actually eating and drinking. Consumers are increasingly making their food and beverage choices based on nutritional content and the nutritional information on the labels of food and drink products are being scrutinized as never before. Consumers are also more aware of the importance of water consumption as part of a healthy life-style. Keeping your body well hydrated boosts energy levels, helps flush toxins from your system, and helps keep your skin looking more youthful. Water, as opposed to traditional carbonated drinks, juices, coffee etc is calorie free and has no negative attributes, but let's be totally honest, it can be a little boring. Flavored waters offer all the benefits of pure water but with the added plus of tasting good, and with so many interesting and exciting flavor profiles available there's something to please even the most jaded of palettes. Good taste, very low in calories and good for you, flavored waters is an obvious choice for the health conscious consumer
FRUGUA flavors
Orange tropical punch.
Raspberry lime.
Pineapple mint flavored.
Blue berry
Pear
Pomegranate
About FRUGUA
FRUGUA is newly introduced flavored water in Pakistan.
It is flavored water.
Including Flavors of fruits + Herbs + Minerals.
FRUGUA gives a feeling of energetic, active and lively.
Overcome the obesity.
Cater the changing needs of consumers.
Helps in maintain proper diet.
SWOT Analysis:
Product Strengths:
Flavored water
Attractive colors
Unique flavors
1st mover advantage(Competitive advantage)
Herbs included
Vitamins A,B and C
Highly skilled labor
Very hard to imitate
Good managerial competency(HR)
Product Weaknesses:
Expensive
R&D department Cost
No economy of scale achieve yet
Weak technology
Low advertisement budget
Low finance available
Product Opportunities:
No competitor in flavored water
Large domestic market
Trend towards fresh juices and minerals is increasing
Summer season
Easy availability of finance through banks
Product Threat:
Well known brand in markets of other drinks
High switching cost
Taxes
High import duties
Customer preferences are different
High inflation
Substitutes products
Market Size
Market size is a measurement of the total volume of a given market.
When determining market size, it is very important to define the
measurement as precisely as possible.
The overall market size of the industry is approximately 100 million
To calculate the Market size of beverage industry, we have to see
revenues of all our competitors.
Some Calculations Which Can Help
To Identify the Market Size
Total population of Pakistan is 182589000
56 % of the whole population is living in Punjab
Out of which almost 37 % uses Mineral water which can
be easily targeted
Overall market share:
Nestle pure water
Aquafina water
kinley water
sufi water
gourmet water
Market share of “FRUGUA”
FRUGUA is the first and newly flavored water in the market. So it’s
quite difficult to capture the market at its early stage or at its
introduction stage.
People are not aware for this product till its advertisement.
Different colors attract the taste.
We need our product to become highly attractive to consumers,
and so we have to build some strategies in order to achieve our
vision
Competitors
Micro Factors
Cont….
Low Customer purchasing power
Low Customer needs and wants
Domestic market trend
Rest of the substitutes available
Macro factors Analysis
We have to use PESTEL framework in order to analyze the Political, Economical, Social, Technological, Environmental & Legal situations of our country.
Political:
The government does not seem to harm our entry, as it clearly indicates that the government has provided us patents and copy rights.
Economical:
The economic factor of Pakistan seems to be an unfavorable moment for FRUGUA with the rise of inflation, high unemployment & low purchasing power of people and it indicates a huge threat for FRUGUA as it is expensive and factors should be taken for formulating strategies so that to make the product in accordance with market segments to make effective sales of it in terms of unique quality and high price.
Social:
Friend purchase decision
Reference groups
Relatives
Environmental:
Process should be environmental friendly
Living standard of people
Legal:
Copy right
Patent
Formula
Trade mark
it clearly indicates an opportunity
for Adam’s company
it clearly indicates an opportunity for Adam’s company
Process should be environmental friendly
Living standard of people
Market segmentation:
Adam’s has been segmented its product on demographics basis, especially on:
Demographic Segmentation:
It calls for dividing the market in to different variables such as age, gender, and family size and so on. Flavored water is suitable for people of all ages however it will be segmented for people between 10-45 who are more conscious about their health.
Geographic Segmentation:
We must understand the geographical different in needs and wants. .Initially it will be placed in major urban areas like Lahore, Karachi, Islamabad and Faisalabad where people are more aware about their health.
Market segmentation:
Psychographic Segmentation:
It uses the segmentation of areas into different social class, life stage
or personality characteristics. Under it, those people are widely
targeted who are majorly conscious about their health and fitness
and they are eager to find healthy alternatives to unhealthy
carbonated drinks.
Target marketing
Primary target are the Health conscious individuals in Adam’s socio-
economic groups aged 10-45 years. They are discerning urban, semi urban
residents who make conscious brand and lifestyle choice. Their choices
are informed, not influenced by group.Other targets are institutional buyers (Offices, airlines, luxurious buses, etc)
they need high quality packaged flavored water for their meeting, guest
etc and some prefer brands that allow co-branding.
Differentiation:
Most manufacturer attempt to differentiate their product offerings
by line extensions and superior product quality. Through the
improvements of product quality and a wide variety of flavors, the
competitors try to increase their brand’s quality reputation – the perceived value that customers associate with a particular brand
name or a logo.
Positioning:
“Flavored water”
As mention in our positioning statement the image which we want
to create in the mind of consumers is that we provide pure flavored
water to people without adding any sort of chemicals.
The most common strategy to maintain a competitive advantage
sought by FRUGUA makers is achieving and sustaining a low-cost
position. A firm does not necessarily need a large market share to
implement a low-cost strategy.
Marketing mix of FRUGUA:
Product
It is a common perception in Pakistan that the water coming out from the tap is injurious to health and causes various diseases which is very harmful for the health So understanding this need we are launching a new type of flavored water which has never been selling out in Pakistan as before What we are doing is that we are taking water that is melt from big icebergs or glaciers and make it flavored.
Features:
As everybody know that the thing which nature provides us is already naturally pure.
Exactly same is in the case of our water product. We are taking water from glaciers which are naturally pure, crystal clear, refresh you and your health and no preservatives and artificial colors are added in it.
Place
Placement is very important as it consists of the availability of the
product FRUGUA for the convenience of the customers our bottles
are available on many Mega Marts, grocery stores, Departmental
stores, utility stores, General stores, and many other markets where our target consumers can get the product easily.
Price
We are offering FRUGUA disposable bottle of 500ml in Rs 45/- only
and 1.5 liter bottle at Rs 100/- only And for household purpose we
are offering 10litre bottle at Rs250/- and providing the facility of
home delivery also up to 10 km.
Promotion
While promotion is a thing which we cannot neglect ... because it is a source through which peoples get awareness and know the features and attributes of the product we are paying attention and using all of the marketing strategies which can tell the peoples about our unique brand we are using electronic media, sales promotion and advertisement in newspapers. We are further planning to launch our stalls in well renowned markets so that the peoples may know about the purity of natural flavored water FRUGUA.
Radio
News paper
Magzines
Tv channels
Customer Relationship
A possible emerging theme is Healthy Lifestyle Habits which is in respect to an increasing awareness of health issues. People are starting to take more active responsibility in managing their health and this has affected the dietary consumption habits of people. Hence this trend can be to the benefit of the brand as it can complement the consumers’ needs for additional vitamins without affecting their desire for great tasting refreshments like FRUGUA.
Marketing is shifting from a push to pull model and consumers are taking more control over what they view and how they view it. This shift in the marketing landscape means consumers are less likely to respond to mass media marketing strategies. To address this challenge, companies are turning to relationship marketing in order to develop more creative, innovative and cost-effective strategies for retaining and building loyalty with their customers.
Now if the organizations positioning is around providing variety in liquid refreshments (water etc) then there is a need to find a way to connect with those consumers in the space of healthy lifestyles.
Any Questions
Thank you