Marketing Project on flavored water brand we made and launched called Frugua.

3. Group Members
• Umair Arshad
• Samra Ahmed
• Faiza Ramzan
• Marriam Gill

4. “You can’t escape the taste
Water never tasted so good”

5. 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”

6. Product Marketing
Anything can be offered to a market
for attention, acquisition, use, or
consumption that might satisfy a want
or need.

7. 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.

8. 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

9. 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

10. FRUGUA flavors
 Orange tropical punch.
 Raspberry lime.
 Pineapple mint flavored.
 Blue berry
 Pear
 Pomegranate

11. 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.

12. SWOT Analysis:

13. 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)

14. Product Weaknesses:
 Expensive
 R&D department Cost
 No economy of scale achieve yet
 Weak technology
 Low advertisement budget
 Low finance available

15. 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

16. 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

17. 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.

18. 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

19. Overall market share:
Nestle
pure water
Aquafina
water
kinley
water
sufi water
gourmet
water

20. 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

21. Competitors

22. Micro Factors

23. Cont….
 Low Customer purchasing power
 Low Customer needs and wants
 Domestic market trend
 Rest of the substitutes available

24. 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.

25. Social:
 Friend purchase decision
 Reference groups
 Relatives
Environmental:
 Process should be environmental friendly
 Living standard of people
Legal:
 Copy right
 Patent
 Formula
 Trade mark

26. 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

27. 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.

28. 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.

29. 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.

30. 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.

31. 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.

32. Marketing mix of FRUGUA:

33. 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.

34. 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.

35. 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.

36. 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.
 Facebook
 Radio
 News paper
 Magzines
 Tv channels

37. 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.

38. Any Questions

39. Thank you