product plan of zam water.docx

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.svg


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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_water


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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_Festival


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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_Carolina


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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_water


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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.

product plan of zam water.docx

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