Aquafina marketing plan

Aquafina Eco-fina Bottle
Marketing Plan
Group 3:
Lê Thị Bích Nga
Trần Võ Anh Tú
Phạm Thành Tiến
Đoàn Thị Kim Yến
Table Content
1. Executive summary
2. Situation analysis
3. Objectives
4. Target market
5. Strategies
6. Tactics
Execute Summary
Historical context
PepsiCo Inc. is an American multinational food and beverage corporation. Its products are distributed across more than 200 countries all over the
world. In 1994, Pepsi launched its first brand of bottled water filtering local tap water – Aquafina.
Aquafina was first introduced to Vietnam market in 2002. With significant investment from PepsiCo, Aquafina quickly became a strong
competitor to other bottled water brands in Vietnam.
Execute Summary
Overview of product
The Eco-Fina Bottle was launched in 2009 by PepsiCo’s Aquafina as a new container for Aquafina water that looks better and is better
for the environment. It weighs less than any other plastic bottle, contains 50% less plastic and is 100% recyclable.
Though Eco-Fina Bottle has established its position in many countries, it is nowhere to be seen in Vietnam.
Execute Summary
Overview of the plan
This marketing plan was designed by Group 3 for to help Pepsi’s Aquafina brand gain 2% more market share of bottled water market
in Vietnam with Aquafina Eco-Fina Bottle.
We will organize an event marketing, place billboards and standees and give away free Eco-Fina Bottle to target a group of consumers
aged 20-35.

Through these tactics we hope to raise their awareness of Eco-Fina Bottle and encourage them to be regular customers of Eco-Fina
Bottle.
Situation Analysis
Market share of Aquafina in Vietnam
2
0
0
9
2
0
1
1
2
0
1
4
0
%
5
0
%
1
0
0
%
30%
40% 40%
Aquafina Market Share (2009-2014)
Situation Analysis
Competitive Forces

•
Tough competitor of Aquafina: Dasani of Coca-Cola company
OPPORTUNITY
•
Vietnamese bottled water
market is growing.
•
Consumers have a healthier and
more green lifestyle.
THREATS
•
Strong brand competitors
(Aquafina, La Vie)
•
Growth of local labels with
cheaper prices
WEAKNESSES
•
Less product advertisement in
Vietnam.
•
Less market share (0nly 10%)
S
W
T
O
STRENGTHS
•
Coca-Cola brand name
•

Eco- friendly plastic bottle
packaging with meaningful
message “Twist a bottle and
provide clean water to
communities”
OPPORTUNITY
•
More investment from Pepsi.
•
Advertise more with benefits of pure water
•
More tie-ups with hotels, corporates,
colleges, etc.
•
Vietnamese bottled water market is
growing
•
Consumers have a healthier and more green
lifestyle.
THREATS
•
Threats from other water company
competitors.
•
Products which are sold at cheaper rate.
•
Local brands of bottled water.
WEAKNESSES
•
Not popular -> difficult to build a position

in the market and get a market share in
Vietnam.
S
W
T
O
STRENGTHS
•
Pepsi brand name adds more value
•
Excellent distribution and availability
(retails, restaurant, hotels,etc.)
•
Reasonable price -> suitable with
everyone
Political
forces
Aquafina Eco-Fina Bottle must follow government
standards outlined by Vietnam Food Administration (VFA)
as well as Environmental Protection Agency (EPA).
Eco-Fina bottle and the water must be sterilized by
purification system without affecting the quality and
safety of the product according to the Regulation 7.
Economic
forces
According to UK-based market research firm
ADatamonitor in 2013, Vietnamese bottled water market is
gradually growing. People are more likely to be
purchasing bottled water rather than using tap water.
Situation Analysis

PEST Analysis
Situation Analysis
Consumption of Bottled Water in Vietnam (2005-2014)
2
0
0
5
2
0
0
7
2
0
0
9
2
0
1
1
2
0
1
4
0
1
2
3
4
5
6

7
8
9
1
0
1.7
2.5
3.7
4.9
7.5
million liters
Social forces
More people are now aware of the importance of having
the recommended amount of water a day.
Besides, people are also becoming more aware of the
economic and environmental impact of plastic bottles.
Technological
forces
Aquafina uses PepsiCo's own purification system, which
it calls HydRO-7. It includes a reverse osmosis process,
charcoal filtration, and ozonation to remove all salts and
minerals from the water to enable you to have pure water
and perfect taste every time.
Situation Analysis
PEST Analysis
Objective
Gain 2% more market share in
Vietnam within 3 years with
Aquafina Eco-Fina Bottle
Market Segment

Segment name Demographics
Benefits
sought
When
bought
Brand
favored
Feature
required
Segment 1
Children and teenagers (<19); unisex;
no jobs
Income: under 1 mil VND/month
- taste
- sparkling
daily
Bottled Pepsi
Bottled Coke
- large bottle
- carbonated
- flavor
Segment 2
Young adult (20-40); unisex; single,
have a full-time or part-time job
Income: 2-6 mil VND/month
- health
- less harm
to the
environment
daily Dasani

- less plastic
- recyclable
Segment 3
Adult (> 50); married, with children,
have a full-time job
Income: above 6 mil VND/month
- health and
appearance
once a
week
Dasani
La Vie
Nutri boost
Vfresh
- less plastic
- mineral
- vitamin
Young adults
Aged 20-40
College
Student
Single
Men & Women
Target Market
The target customers we are aiming are:
Eco-conscious.
Health-conscious.
Physically active.
Pick Dasani when thirsty.
Marketing Strategies

Objectives: to increase the targeted customers’
awareness of the Eco-Fina Bottle to build its
position in the market -> get more profit
Marketing Strategies
Click to edit Master text styles
•
50% less plastic
(lightest bottle)
•
100% recycacle
•
Ingredients:
Purified waters
Product Positioning
“Pure water, perfect taste in a
much lighter and more eco-friendly
100% recyclable bottle.”
Pricing strategy: Penetration pricing
Price: 3,500 VND/500ml bottle
We set the price to be lower than Dasani in order to
encourage customers to switch from their brand to Eco-Fina
Bottle which offer the same quality of pure water.
Distribution Channel
Customers
Producer
Wholesalers
Retailers
Tactics
1/ Outdoor Advertising

Place billboards and standees of the Eco-Fina Bottle with its special
features which are 50% less plastic and 100% recyclable.
=> Help get attention & gain more customers

80 square meters billboard:
•
Dien Bien Phu Street
•
Ben Thanh Market
•
…

250 square meters billboard:
•
National Route 1A
•
National Route 13
Standees will be placed at the entrance of supermarkets:
Big C
Co-op Mart
Metro
2/ Sporting Event
Organize the event called
“ Aquafina Marathon – Run for the environment”
in District 7