This document provides an overview of the history and marketing strategy of Aquafina bottled water. Some key points: - Aquafina was first distributed in 1994 and became the top-selling bottled water brand in the US by 2003. It uses purified tap water that undergoes charcoal filtration, reverse osmosis, and ozonation. - It faces competition from other water brands but has strengths in its brand name, distribution, and environmentally-friendly packaging. Opportunities exist in advertising health benefits and expanding to rural areas. - Aquafina's marketing mix includes various product lines, national television and print promotions, and a pricing strategy that varies by region. It targets health-

1. By-:
Tanisha Jaiswal
Sunny Samantray
Piyush Khanna

2. INTRODUCTION

3. HISTORY
• Aquafina was first distributed in Wichita, Kansas in
1994.
• It was distributed across US, Canada and Turkey in
1997.
• By 2003, it had become US’s top selling bottled
water brand.
The water is standard tap water but goes through an
extensive purification process that includes charcoal
fibration, reverse osmosis and ozonation.

4. • Pepsi Cola and Coca-Cola have been competing with
each other for many years through numerous taste
tests and television ads.
• One of the ideas they came up with is water. Pepsi
first tried to attack this market with bottled and
sparkling water but failed. In 1994, Pepsi had the
idea of using its bottlers to filter local tap water and
offering the resulting product under the name
of Aquafina.
• Hence, they experimented with a reverse osmosis
process

5. SITUATIONAL / MARKET ANALYSIS

6. SWOT ANALYSIS

7. •
•
•
•
STRENGTHS
Brand name
Excellent distribution and
availability
Environment friendly plastic
bottle packaging
Inexpensive
OPPORTUNITIES
•Advertise more with
benefits of pure water
• Should utilize the
distribution facility to reach
rural areas.
WEAKNESS
• Tasteless and odorless
• Also removes good bacteria
that has to be added
afterwards
• No presence in rural areas
THREATS
•Other water company
competitors
•Products which are sold at
cheaper rate.

8. PESTEL ANALYSIS

9. ENVIRONMENTAL
• A few years ago, it released a new bottle that
used 35% less plastic than the 2002 version and
continued working on new ways to reduce our
dependence on plastic.
• This led to the development of our new and
improved Eco-Fina Bottle.
• Using a patented spider web technology, we
designed a flexible lightweight bottle that uses 50%
less plastic than the 2002 version.

10. TECHNOLOGY
• Aquafina borrowed Pepsi’s purification technology
called hydRO-7. It included a reverse osmosis process
pushing already filtered tap water at high pressure
through fibre-glass membranes to remove even the
tiniest particles.

11. LEGAL
• On november, 2008 the Supreme Court had directed
PepsiCo to remove pictures of snow capped
mountains from the label of aquafina and to use
words as per BIS guidelines.
• Because it suggested that the Aquafina has its origin
in the mountains which creates a misleading
impression in the mind of the customer.

12. MARKETING MIX

13. • PRODUCT- PepsiCo produces several other
products under the Aquafina label including :
1. Aquafina Sparkling, carbonated flavored water
(available in berry blast & citrus twist).
2. Aquafina Flavorsplash, flavored water (available in
grape & raspberry).
• PROMOTION- Earlier Pepsico had tried several
initiatives for promoting the brand but failed. Then
after 2003 the issue was solved when pepsi doubled
its promotion budget which increased their market
share.

14. • PRICE- The price of each 1l Aquafina water bottle in
northern India(Delhi, Chandigarh, UP) is Rs 15
whereas in southern india(Chennai, Madhurai, Kerala,
Bangalore), it is Rs 18. In airports, the price is Rs 20.
• PLACE- Aquafina follows the second type of
distribution channel, i.e
Producer --> Wholesaler --> Retailer -->Consumer

15. SEGMENTATION
Aquafina comes under the NICHE type of market
segment. A small but profitable segment of
a market suitable for focused attention by
a marketer. Market niches do not exist by
themselves, but are created by
identifying needs or wants that are not being
addressed by competitors, and by
offering products that satisfy them.

16. TARGETING
The target audience we are aiming for
Aquafina is the 20-35 years old healthconscious women and active men who
are on-the-go.

17. POSITIONING
Aquafina will position itself as a cost-effective
and refreshing beverage, fulfilling the market
need for pure water. The product has no
added minerals and it is pure.

18. ADVERTISING TACTICS / TOOLS
Aquafina has always used TVCs, i.e television
commercials and print ads in newspapers only
for advertising their product.

19. PREVIOUS AD CAMPAIGNS

23. OBJECTIVE
To create awareness and persuade the
customers which will encourage them to switch
to their brands by effectively changing
consumer’s perception of product attributes.

24. CREATIVE STRATEGY
Aquafina has to focus on persuasive and reminder
advertising. It will enable them to build brand
preferences which will encourage customers to
switch to their brand by effectively changing
customer’s perceptions about the product.

25. CREATIVE BRIEF

26.  Date - 2 April, 2013
 Brand Name - Pepsi Aquafina
 Job - To create a full page front print ad for
an english newspaper of A3 size with a long
copy.
 Background - Aquafina has earlier used print
ads for advertising their product.
 Problem – The company uses HydRO7
technique. This makes the water odorless
and tasteless. This process also removes the
good bacteria present in water.

27.  Campaign Objective – to make people aware
and persuade them to try more of our
product.
 Target Audience - unisex, middleclass
audience
 Tone - The copy will be simple and casual
which can relate to the readers and is easily
understandable.
 Creative/Trigger - The water is pure, hence,
people with serious health problems can
also drink it.
 Deadline - 30 April, 2013

28. MEDIA STRATEGY
• The ad will be a print advertisement which will be
printed on the front page of the newspaper – The
Times Of India.
BUDGET
•The amount which has been involved in the past will be
put again , i.e HISTORICAL method of budget will
be used.

29. EVALUATION
• Surveys
• Interviews
• Questionnaires
will be conducted to monitor and evaluate the
audience’s reactions towards the ad.

31. THE END