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Aquafina by PepsiCo

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a history and a creative brief of Aquafina with its detailed information.

a history and a creative brief of Aquafina with its detailed information.

Published in: Marketing, Business, Technology

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  • 1. By-: Tanisha Jaiswal Sunny Samantray Piyush Khanna
  • 2. INTRODUCTION
  • 3. HISTORY • Aquafina was first distributed in Wichita, Kansas in 1994. • It was distributed across US, Canada and Turkey in 1997. • By 2003, it had become US’s top selling bottled water brand. The water is standard tap water but goes through an extensive purification process that includes charcoal fibration, reverse osmosis and ozonation.
  • 4. • Pepsi Cola and Coca-Cola have been competing with each other for many years through numerous taste tests and television ads. • One of the ideas they came up with is water. Pepsi first tried to attack this market with bottled and sparkling water but failed. In 1994, Pepsi had the idea of using its bottlers to filter local tap water and offering the resulting product under the name of Aquafina. • Hence, they experimented with a reverse osmosis process
  • 5. SITUATIONAL / MARKET ANALYSIS
  • 6. SWOT ANALYSIS
  • 7. • • • • STRENGTHS Brand name Excellent distribution and availability Environment friendly plastic bottle packaging Inexpensive OPPORTUNITIES •Advertise more with benefits of pure water • Should utilize the distribution facility to reach rural areas. WEAKNESS • Tasteless and odorless • Also removes good bacteria that has to be added afterwards • No presence in rural areas THREATS •Other water company competitors •Products which are sold at cheaper rate.
  • 8. PESTEL ANALYSIS
  • 9. ENVIRONMENTAL • A few years ago, it released a new bottle that used 35% less plastic than the 2002 version and continued working on new ways to reduce our dependence on plastic. • This led to the development of our new and improved Eco-Fina Bottle. • Using a patented spider web technology, we designed a flexible lightweight bottle that uses 50% less plastic than the 2002 version.
  • 10. TECHNOLOGY • Aquafina borrowed Pepsi’s purification technology called hydRO-7. It included a reverse osmosis process pushing already filtered tap water at high pressure through fibre-glass membranes to remove even the tiniest particles.
  • 11. LEGAL • On november, 2008 the Supreme Court had directed PepsiCo to remove pictures of snow capped mountains from the label of aquafina and to use words as per BIS guidelines. • Because it suggested that the Aquafina has its origin in the mountains which creates a misleading impression in the mind of the customer.
  • 12. MARKETING MIX
  • 13. • PRODUCT- PepsiCo produces several other products under the Aquafina label including : 1. Aquafina Sparkling, carbonated flavored water (available in berry blast & citrus twist). 2. Aquafina Flavorsplash, flavored water (available in grape & raspberry). • PROMOTION- Earlier Pepsico had tried several initiatives for promoting the brand but failed. Then after 2003 the issue was solved when pepsi doubled its promotion budget which increased their market share.
  • 14. • PRICE- The price of each 1l Aquafina water bottle in northern India(Delhi, Chandigarh, UP) is Rs 15 whereas in southern india(Chennai, Madhurai, Kerala, Bangalore), it is Rs 18. In airports, the price is Rs 20. • PLACE- Aquafina follows the second type of distribution channel, i.e Producer --> Wholesaler --> Retailer -->Consumer
  • 15. SEGMENTATION Aquafina comes under the NICHE type of market segment. A small but profitable segment of a market suitable for focused attention by a marketer. Market niches do not exist by themselves, but are created by identifying needs or wants that are not being addressed by competitors, and by offering products that satisfy them.
  • 16. TARGETING The target audience we are aiming for Aquafina is the 20-35 years old healthconscious women and active men who are on-the-go.
  • 17. POSITIONING Aquafina will position itself as a cost-effective and refreshing beverage, fulfilling the market need for pure water. The product has no added minerals and it is pure.
  • 18. ADVERTISING TACTICS / TOOLS Aquafina has always used TVCs, i.e television commercials and print ads in newspapers only for advertising their product.
  • 19. PREVIOUS AD CAMPAIGNS
  • 20. OBJECTIVE To create awareness and persuade the customers which will encourage them to switch to their brands by effectively changing consumer’s perception of product attributes.
  • 21. CREATIVE STRATEGY Aquafina has to focus on persuasive and reminder advertising. It will enable them to build brand preferences which will encourage customers to switch to their brand by effectively changing customer’s perceptions about the product.
  • 22. CREATIVE BRIEF
  • 23.  Date - 2 April, 2013  Brand Name - Pepsi Aquafina  Job - To create a full page front print ad for an english newspaper of A3 size with a long copy.  Background - Aquafina has earlier used print ads for advertising their product.  Problem – The company uses HydRO7 technique. This makes the water odorless and tasteless. This process also removes the good bacteria present in water.
  • 24.  Campaign Objective – to make people aware and persuade them to try more of our product.  Target Audience - unisex, middleclass audience  Tone - The copy will be simple and casual which can relate to the readers and is easily understandable.  Creative/Trigger - The water is pure, hence, people with serious health problems can also drink it.  Deadline - 30 April, 2013
  • 25. MEDIA STRATEGY • The ad will be a print advertisement which will be printed on the front page of the newspaper – The Times Of India. BUDGET •The amount which has been involved in the past will be put again , i.e HISTORICAL method of budget will be used.
  • 26. EVALUATION • Surveys • Interviews • Questionnaires will be conducted to monitor and evaluate the audience’s reactions towards the ad.
  • 27. THE END