Indian packaged drinking water branding

Team name
Hunters
College Name:
JGBS
Sandeep Gunjan 11jgbs-sgunjan@jgu.edu.in 9728756470
Venkat Tushar 11jgbs-vtburle@jgu.edu.in 9729485860
Prashant Ghosh 11jgbs-pghosh@jgu.edu.in 9338807597

Market Scenario
Amul is going to enter the
bottled water market. It relies
heavily on its already established
distribution network for market
penetration.
Eureka Forbes has launched a
bottled water brand Aquasure. It
intends to use its wide network
of direct sales representatives to
create brand awareness and
increase sales.
Bisleri a well-known brand and
the current market leader is
planning to setup exclusive
outlets for
bottled water.

Amul-Market Impact
• Unknown response
from potential
consumers.
• Threats from local and
established
competitors
• Vast untapped market
• Easy to push their product
using Amul-café retail
outlets , milk parlors and
groceries.
• Entering into new
domain
• Strong distribution system
• Strong brand recognition
• Quality conscious brand
• Good provision for
logistics
Strength Weakness
ThreatOpportunity

Eureka Forbes-Market Impact
• Less domain
knowledge.
• Threats from local and
unauthorized
manufacturer.
• Strong sales force
• Strong presence among
the masses as result of
direct marketing.
• Can gauge consumer
response quicker
• Entering into new
domain
• New entrant in retail
marketing.
• They still need to
formulate end
delivery of product .
• Brand Image of Aquaguard
• Strong dealer sales
network.
• 8 million household Reach
• Presence in +550
• Cities and town in India. Strength Weakness
Threat
Opportunity
Source :http://www.eurekaforbes.com/aboutus/aboutus-profile.aspx

Bisleri-Market Impact
• Product
proliferation .
• Fast growing field
• Easy to push their product
using the established
distribution channel.
• Root selling policies.
• Demand supply gap
• Opening exclusive
outlets
• It’s a costly affair
• .
• Strong brand image
• Extensive range of
product
• Safety seal
• Strong dealer sales
network
• Strong distribution
channel
Strength Weakness
ThreatOpportunity

Strategy for PH7
Collaborating with ITC
Extensive Distribution channel of ITC can be used
to insure last mile reach.
Push Cart
Push carts can be deployed at strategic locations
and tourist spots to create niche market

Area Problem Possible Solution Effect
Category
1. Different SKU’s availability
Market is flooded with different SKU’s of
different brand. Fighting in all category is
difficult.
We would launch SKUs of 1 ,2 and
20 liters respectively.
1. Reaching to consumers on the
move.
2. Institutional and bulk sales
Targeting
1. Targeting 16+ to 40.
2. Better opportunity exist in age group
18-35
1. Develop a localized campaign
focused on target audience
1. For launching the product pan-
India, this would help target
customers to connect with
brand based on local tastes.
2. Give sufficient reason to
consumer “why to buy it”.
Branding
1. Unique identification
2. Visual merchandising in store.
1. Would do BTL activities to help
the brand in getting top of the mind.
2. Improve in store graphics
1. Leads to higher brand
salience.
2. Improves brand visibility.
PRICE
1. Launching price
2. Competitive pricing
1. Rs. 13-15 in various states
depending on taxes. Equivalent to
all major competing brands like
kinley and Aquafina
1. this price range is affordable
among all type of consumers.
2. Can stand as alternative
among other s
Distribution
1. Last mile availability –such as
available at beetle shops and at
remote areas
1. Collaborate with ITC. 1. Increase on-shelf visibility,
hence the chances of coming
in the consideration set.
Consumers on the move can
be targeted.
PACKAGING
1. Distinctive packaging with non-taper
able bottle cap.
2. Handy- trendy packaging.
1. Bottling differentiation.
2. Easy to carry, new and trendy.
1. Consumers can differentiate
the product from others based
on packaging.
2. It will make easy to carry for
people whoa re traveling.
People can use it after.
Problem and possible solution

Segmentation ,Targeting , Positioning
STP

Age group Attitude way of consumption Potential media touch points
16-24 years Happiness , Excitement,
innovativeness . Free spirit
,+ve
On the way, with friends ,
in bunch, hotel and
restaurants
Internet (social media) , sports
channels, Reality shows,
magazines, mobile (chat with
friends)
24-35 years Status conscious , mature
behavior, hygiene and
health conscious, more
brand conscious .
While traveling by road/
train. Basically long
travelling.
Reads news paper, uses mobiles
for communicating purpose ,
news channels,
Customer

•Pure and hygienic water
What are the rational
benefits of my offering.
•Feeling of satisfaction, happiness, courage
What are the emotional
benefits
•Purity, hygiene, satisfaction, excitement, honesty
Actually selling :
•All who are seeking for Devine purity, excitement freedom
Target Group
•Innocence , honest, healthy, trust and transparency
Personality
Idea finding Process

Consumer desire:
Purified water,
Hygiene
Offering:
Refreshment on move,
Excitement
Heavenly inside (Idea)
Idea finding process Continued…

Media Planning
Developing the media Plan

M
ARKETING
AIM
DEVELOPING
MEDIA
STRATEGY
IMPLEMENTATION
AANALYSIS
Select individual sites.
Selecting the media within the
class.
Deciding the media plan.
Selecting and advertising mean
Selecting the surrounding and
sites
Budget
Evaluation of media plan and
tracking.
Marketing strategy.
Communication/ creative strategy.
Offline and online strategy.
Process

Marketing strategy.
Marketing Aim
• Create recognition, visibility and trust and achieve
higher sales.Marketing
strategy plan
• Will touch all those who are seeking
happiness, feeling of
satisfaction, excietment, honesty to get brand recall.
Communication
Plan

Marketing strategy.
Developing Media Strategy
• will market it through Mass Media by using print , internet and BTL., television
(For future use), FM, Railway station, Bus stand , Road hoardings
Selecting the Broad
media classes
Internet Print Outdoor

Creative Solution
Designing and implementing Media solution

Marketing strategy.
• Web based application would be
available for consumers where
unique identification number
given in the product can be used
to check for authenticity. This
facility can also be accessed using
mobile phones (SMS).
• Reason: To gain trust of the
customers.
Design of bottle
UIF

Marketing strategy.
Implementation
Medium Internet
• Vehicles:-
• Facebook (PH7 Brand Page)
• Yahoo Homepage Expando
• Individual brand website
• Content SEO/SEM (For Individual site, blog)
key words used: who live in India,who live in Patna, Bhopal, Bhubaneswar,
Indore, New Delhi, Bangalore, Hyderabad, Mumbai, Muzaffarpur, Gaya,
Munger, Calcutta or Chennai ,between the ages of 16 and 35 inclusive, in one of
the categories: Food & Dining, Gaming (Social/Online), Traveling, Entertainment
(TV), Environment, Newlywed (6 months), Newlywed (1 year), Away from
Hometown, Mobile Users (All), Movie/Film (All) or Sports (All)

Marketing strategy.
Yahoo Home page Expando

Marketing strategy.
Individual Brand website
Heavenly inside

Marketing strategy.
Implementation Continue…
Medium Outdoor
• Vehicles
• Railway station
• Bus stand
• Road dividers
Metro cities :- New Delhi, Bangalore, Hyderabad,
Mumbai, Calcutta and Chennai
Tier one cites. Patna, Bhopal, Bhubaneswar,
Tier two cites : Muzaffarpur, Gaya, Munger,

Keep railway
Premises clean
And feel
heavenly
inside!!
1. Railway station 2. Bus stands 3. Highways
1
2
3

Marketing strategy.
Point of purchase
• In store display
• Place PH7(product) at specific places not with
other similar kind of products
• Posters in small shops
• Point of purchase Display

Marketing strategy.
Print
• Newspapers
• Hindi (Hindustan , Dainik bhaskar)
• Bengali (Anand Bazar patrika,)
• Tamil (Dhinamalar, Dinathanthi)
• English (Hindustan times, Telegraph, Hindu

Marketing strategy.
BTL Activity
Giving incentives on achieving sales target, wall painting on how
Indian society changed by good people

Marketing strategy.
Analysis
• Evaluating the media plan and tracking.
Pre and post brand recall test.
Checking consumer acceptance
 Effect on sales.

Metro Cities
Tier one cities
Tier two cities
Mumbai Delhi Hyderabad Chennai Patna
Bhopa
l
Muzaffar
Pur Durgapur Indore Total
Hoardings (size=11feet* 8feet) 1200000 1200000 1200000 1200000 60000 60000 30000 90000 120000 4860000
Hoardings (size=3feet*2feet) 420000 420000 420000 420000 210000
21000
0 126000 147000 126000 2499000
MINT TOI
ECONOMICS
TIMES HINDUSTAN
News Paper *2 4000000 8000000 6000000 4000000 22000000
FB Application development 200000 200000
Individual Website, Blog
Management 350000 350000
Total 29909000
Total Budget

1. People don't ask just for water, they demand for brand.
2. Margin at the retail level varies from 15-20%.
3. For pushing new products, BTL activities, higher margins for retailers and creating
brand awareness among the consumers is a must.
4. Major of the consumers are of the age 16-40 but purchasing is more prominent among
students and service men of the age 16-35.
5. Only major brands like Kinley and Aquafina are pursuing BTL activities.
6. Minimum amount of in-store graphics are being done by the major players.
7. No BTL or in-store graphics are being done by local players
8. There are minimal promotional schemes or rebates are there for the retailers.
9. Kinley is the most sought-after brand among the consumers.
Research Findings
No. of shopkeeprs interviewed: 4
No. of Distributors interviewed: 1

Online Marketing
Facebook: 14.7 unique users Estimated reach population: 14,424,940 people
, estimated total cost per day : Rs 8000.00 approx
Site development and maintenance cost: Rs. 12500.
for 3 months ( including maintenance)
Online Google advertisement : around Rs.22000 .00
per month (CPM)
Yahoo:- 300 million users in India
Twitter :- 4.1 Million unique users

• SPARR unravels the pecking order, in terms of readership, for the various
section in a daily stands like this. While the front page stands at the top
of the heap, city news readership ranges between 64 to 81
percent, national news consumed by 59-75 percent, international news
by 39-66 percent, sports news attracts anywhere between 43 and 65
percent, while the much respected editorial section stands at 24 to 46
percent. business news as is obvious ,stands at the tail and with the
lowest readership among all.
Media Research User Council Section, pullouts, attitudinal
readership Research (SPARR)

Source: http://www.caluniv.ac.in/Global%20mdia%20journal/Commentaries/C%206.%20T%20ROY.pdf
News Paper readership in Bengal

Link: http://www.madhyapradeshstat.com/table/media/21/print/226/437982/data.aspx
Claimed Circulation of Big Daily Newspapers in Madhya Pradesh
(2005-2006 to 2010-2011)
Title Registration Number Language Place of Publication Claimed Circulation
2010-11
BPN Times MPHIN/2008/26031 Hindi Gwalior 92725
Dainik Bhaskar 1946 Hindi Indore 251933
Dainik Bhaskar 1718 Hindi Bhopal 212141
Dainik Bhaskar 17360 Hindi Gwalior 96408
Dainik Bhaskar 45220 Hindi Jabalpur 165180
Dainik Jagran 1573 Hindi Bhopal 78955
DB Star MPHIN/2008/25895 Hindi Indore 83790
DB Star MPHIN/2008/25644 Hindi Bhopal 89208
Hari Bhoomi MPHIN/2008/24240 Hindi Jabalpur 91915
Nai Duniya 1566 Hindi Indore 203280
Patrika MPHIN/2008/26649 Hindi Bhopal 185965
Patrika MPHIN/2008/25134 Hindi Bhopal 203899
Patrika MPHIN/2009/32102 Hindi Jabalpur 97795
Raj Express MPHIN/2005/14289 Hindi Bhopal 134374
Raj Express MPHIN/2007/22023 Hindi Jabalpur 97242
Raj Express MPHIN/2007/22269 Hindi Gwalior 112721
Raj Express MPHIN/2006/17048 Hindi Indore 136723
Source : Ministry of Information & Broadcasting, Govt. of India. (13416)
News Paper readership in Madhya Pradesh

Lin: khttp://www.madhyapradeshstat.com/table/media/21/print/226/437982/data.aspx
Claimed Circulation of Big Daily Newspapers in Bihar
(2005-2006 to 2010-2011)
Title
Registration
Number
Language
Place of
Publication
Claimed
Circulation
2006-07
Aj 33443 Hindi Patna 135126
Hindustan 44348 Hindi Patna 468186
Jagran Dainik BIHHIN/2000/03097 Hindi Patna 265609
2007-08
2008-09
2009-10
I-Next BIHBIL/2008/27171 Bilingual Patna 83439
2010-11
Sonebhadra Express 39604 Hindi Patna 88400
Source : Ministry of Information & Broadcasting, Govt. of India. (13416)
News Paper readership in Bihar

Link: http://www.indiastat.com/table/media/21/print/226/437995/data.aspx
Source : Source : Ministry of Information & Broadcasting, Govt. of India. (12849)
Claimed Circulation of Big Daily Newspapers in Tamil Nadu
(2005-2006 to 2008-2009)
Title
Registration
Number
Language
Place of
Publication
Claimed
Circulation
2008-09
Chennai Times TNENG/2008/26393 English Chennai 206896
Daily Thanthi 8117 Tamil Coimbatore 86461
Daily Thanthi 1004 Tamil Chennai 322350
Daily Thanthi 11890 Tamil Tirunelveli 104737
Deccan Chronicle TNENG/2005/14987 English Chennai 304256
Dinakaran 33699 Tamil Coimbatore 148716
Dinakaran 30424 Tamil Chennai 246487
Dinakaran Madurai
Edition
33700 Tamil Madurai 133421
Dinakaran Salem
Edition
33800 Tamil Salem 107362
Dinakaran Trichy
Edition
33753 Tamil Thiruchirappalli 148487
Dinamalar 33618 Tamil Chennai 128436
Dinamalar 53772 Tamil Coimbatore 112012
Dinamalar 11853 Tamil Thiruchirappalli 85016
Dinamalar 33722 Tamil Madurai 143333
The Hindu 1001 English Chennai 1420368
The Hindu
Busindhiess Line
55320 English Chennai 178520
The New Indian
Express
1002 English Chennai 103247
The Times of India TNENG/2008/24638 English Chennai 21016
News Paper readership in Tamil Nadu

Marketing strategy.
Cost of production analysis
cap cost 0.25
bottle cost 2
Treatment cost 0.18
label cost 0.2
carton cost 0.5
Transportation cost 0.2
Hologram cost 0.15
Other cost (tape and case) 0.25
Total(cost including tax labour and marketing) 3
total cost 6.73
selling cost to distributors 9
Margin 2.27

Indian packaged drinking water branding

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