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.

Facebook

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