2. 1335177 - Arsalan Ali
1335178 - Daina Jesrani
1335179 - Farhan Khalique Channa
1335180 - Govinda Kumar Manwani
1335181 - Hamza Umer Farooqui
1335182 - Hasan Mustafa
1335185 - Jehanzeb Shaikh
1335186 - Kanwal Ali Panhwar

5. Executive Summary
Visited Culligan Water Pakistan
Mr.Iqbal Ahmed- GM Sales, Marketing & Distribution
Our Meeting was held on 22nd March, just for about 15 to 20
minutes in Second half
Interview was based on some specific questions that we
prepared before
Information was gathered and through the information
gathered report is prepared
Some key points are Culligan Water doing good in 19 Ltr
department, but not well in 0.5, 1.5 n 6 Ltr
Flaws according to us are in STRATEGIES, MARKETING,
DISTRIBUTION & CAPITAL
Further will be discussed in research later

6. Address: Culligan Water Of Pakistan Johan (Pvt.) Ltd.
F-17/A, Hub River Road , SITE, Karachi , 75700
Contact: Phone: 111-35-35-35, 2565911 - 3
Mobile: 0321 8201810 / 0300-8235491 / 0301-8224216

7. Introduction
 Johan (Pvt.) Ltd. is the franchise holder of Culligan
Water in Pakistan.
 Our parent company is American Water Systems
Technologies incorporated in Dallas , Texas , USA .
 Culligan Pakistan started its operations in Karachi in
1997, adding people of Pakistan in the list of those
privileged nations who are enjoying healthy life with
exquisitely pure and safe Culligan drinking water.

8.  Our plant at Karachi is fully equipped with Reverse
Osmosis and Ozonation system providing drinking
water to a large and distinguished clientele.
 At Culligan Pakistan , we believe that nothing is more
important and enjoyable than good health. With this
objective in mind, we have undertaken to provide
premium quality drinking water with guaranteed
purity.

9. MISSION
 Our mission at Culligan water is to be the world's
source of better water by giving those we serve the best
quality product at the best value of their investment
while focusing on the enhancement of the
environment and the health of our customers.

12. SALES JAN 13-DEC 13
Sales 180 Million
 0.5 LTR 23.7 M
 1.5 LTR 10.3 M
 6 LTR 9.6 M
 19 LTR 136.4 M 0.5 Ltr
13%
1.5 Ltr
6%
6 Ltr
5%
19 Ltr
76%
Sales

13.  Culligan mainly focuses on 19 ltr, as it is most
profitable
 19ltr Water Bottle was the 1st product introduced
 Target market is Corporate Sector & Household
customers
 Giant customers are Unilever, US Consulate, Hub
Co, Dream World, Mobilink, MCB, Warid, Geo etc
 Water monthly tested from AGA KHAN
 ISO 90000,900001 & 90004 Certification

14.  24% Sales generation from 0.5 ltr, 1.5 ltr and 6 ltr
 Why ? What’s the reason ?

15. WATER BOTTLES
0.5, 1.5 & 6 Ltr
 Around 2005 to 2006, Culligan started its RETAIL DEPARTMENT in
order to increase sales and awareness about the product
 Strategy : to serve in HOTELS, UNIVERSITIES & other large SHOPS ie.
Naheed, Imtiaz, Famiy Super Mart etc
 2 Shops

16. Water Bottles 0.5, 1.5 & 6 LTR
MAJOR ISSUES
MARKETING ISSUE
 Awareness Issue
 Target market doesn’t know about the product
 Not much marketing or advertising
 Once in month AD in DAWN & JUNG as Barter trade
 Online Marketing through Facebook
 No TV commercial or Bill Boards
 Sponsor of AMIR LIAQUAT Show in Ramadan
 Sponsoring Police with Radio Fm etc
 Sponsor of Basant at Dream World Resort

17. DISTRIBUTION ISSUE
 Availability is the main concern
 Bottles are not presented at more of the retail shop
 Decisions regarding distribution is not efficient
 Distribution only restricted to Karachi

18. FINANCE ISSUE
 Saithiya Company
 Don’t want to expand
 Capital Expenditure is the major issues
 Happy with what they have

19. STRATEGIES THAT NEED TO BE
FOLLOWED
Enhance advertisement & marketing investment
 Awareness about the product is the main problem, Consumer doesn’t
know about the product
 Start with a little of advertisement at peak hour in a day
ie. From 9 to 10 pm as adds on TV are much expensive
 Billboards should be held frequently, especially in some main areas
 Sponsoring something is not a problem the actual problem is all of their
sponsorships are BARTERS!!!! Thus Strategic alliances should be made
 Displaying the product as the way public loves watching.
 Must get much involve in Concerts, Carnivals & Festivals

20. Increase Capital expenditure
 Investment & Expenditure must be increased
 Increasing Budget
 Investing in Consumer insights & RND
Revise the strategy
 Not only focus on CORPORATE & HOUSEHOLD but
on RETAILERS as well
 To increase their sales in 0.5, 1.5 & 6 Ltr & to enhance
their market share

21. Retails shops should be considered a positive point
 Bottles should reach at least 90% shops in
Karachi, according to the requirement
Go beyond Karachi
 Must go in different regions such as
Lahore, Islamabad, Pindi, Faisalabad, Multan, Hydera
bad

22. ConclusionWater is an essential of life and serving pure water is like being in
HEAVEN as “HEATH IS EVERYTHING”
Culligan doesn't only delivers water but happiness and heath to
their consumer as well
Culligan is helping Pakistan in terms of Friendly Pollution Free
Enviroment & performing its Social Corporate Responsibility
with the positive framework of Green Pakistan
To enhance the market size, it is necessary to act on the customer
insights & to deliver value to the customers and to work
according to the strategies planned & designed in a way to
achieve organization's goal.