Integrated Marketing Communications (IMC) Campaign Plan Topic Proposal Form May 10‚ 2015 Your name: Identify and describe the selected brand. Dasani is a brand of bottled water from Coca Cola. Dasani was launched after the success of Aquafina which was produced by PepsiCo. What brand problem are you attempting to solve with an IMC? The problem with Dasani bottled water was found to have illegally high levels of bromate‚ a cancer causing chemical. This has stopped customers from buying
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Aquafina History of the Brand The history of the company dates to the late 1980’s when Caleb Bradham‚ a Newbern‚ N.C. Pharmacist‚ created pepsi-cola and had the company legally registered in U.S.A by 1903. However‚ pepsi did not enter the Pakistani market until 1979.After being quite successful in the bevarge industry and seeing the vast potential the water industry had to offer. PepsiCo launched its mineral water brand Aquafina in 1994 Plants of the company in Pakistan There are many plants
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hundreds of products including 22 brands that generate more than $1 billion each in annual retail sales. Its main businesses include – Pepsi‚ Mountain Dew‚ Lay’s‚ Gatorade‚ Tropicana‚ 7 Up‚ Doritos‚ Lipton Teas‚ Quaker Foods‚ Cheetos‚ Mirinda‚ Ruffles‚ Aquafina‚ Pepsi Max‚ Tostitos‚ Sierra Mist‚ Fritos‚ and Walkers. PepsiCo was founded in 1965 when Donald M. Kendal‚ President and Chief Executive Officer of PepsiCola and Herman W. Lay‚ Chairman and Chief Executive Officer of FritoLay merged the two companies
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extend its market presence. To find out the future development in this sector. At present‚ Bisleri is a market leader in manufacturing bottled water. It currently holds a 60% share in the sector‚ way ahead of its competitors namely Aquafina and Kinley. While the industry is a growing at 10-12% every year‚ it has been observed that Bisleri has been growing at 35-40% every year. The current bottled water industry is valued at Rs 1200 – Rs 1500 Crore. (Bhushan‚ 2008) Bisleri does not
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filters removed chlorine and any other particles that might give the water any taste or smell.However‚all this filtering removed even good particles that killed bacteria‚so Pepsi had to add ozone to the water to keep bacteria from growing.The result?Aquafina-a water with no taste or oder-that Pepsi believed could compete with the spring waters already on the market.Further‚Pepsi could license its bottlers to use the
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What markets should Pepsi target for Aquafina? What recommendations would you make foradvertising objectives‚ message strategy‚ andmessage execution for Aquafina? What advertising media recommendationswould you make for Aquafina‚ and how wouldyou evaluate the effectiveness of those mediaand your advertising? What sales promotion and public relationsrecommendations would you make forAquafina? What recommendations would you make forpromoting Aquafina Sparkling and FlavorSplash? To what
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Kinley 3. Bailey 4. Aquafina 5. Oxyrich 6. Other 4. Why do you prefer to sell this brand to customer? 1. Availability 2. Quality 3. Customer pref. 4. Profit margin 5. Other 5. On what basis customer prefer to purchase mineral water? 1. Availablity 2. Quality 3. Brand 4. Price 5. Other 6.When a Customer talk of mineral water‚ Which brand comes into his mind? 1. Bisleri 2. Kinley 3. Bailey 4. Aquafina 5. Oxyrich 6. Other
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industrial sectors. There are nearly 200 brands‚ 80% of which are local. Most of the small scale producers sell non-branded products and serve small markets. Despite the large number of small sellers‚ the industry is dominated by big players like Bisleri‚ Aquafina‚ Mc Dowells‚ Parle Bailley and so on. PLANT REVIEW: There are two working units of the factory. One at Dahisar and the other is at Kurla. The unit at Dahisar is the larger of the two units. It has a huge processing and manufaturing plant. The
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Bisleri - Marketing Strategy Sanjib Dutta "Old cola rivals Coke and Pepsi are discovering there is more money in water than coloured water. Things are warming up in the Rs 10 billion bottled-drinking water market and competitors‚ including Parle ’s Ramesh Chauhanjace the threat of a whitewash." - Business Today‚ September 16‚ 2001. The case talks about the various marketing strategies adopted by Parle Bisleri Ltd. to arrest the sliding market share of its branded water brand-Bisleri. Bisleri
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ANALYSIS OF MARKETING STRATEGY OF MINERAL WATER INDUSTRY [A CASE STUDY OF BISLERI] A RESEARCH REPORT SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION INDRAPRASTHA UNIVERSITY‚ DELHI 06) TO (2004- Submitted To : Submitted By : Mrs. Harpreet Kaur Nitesh Kumar BLS INSTITUTE OF MANAGEMENT MOHAN NAGAR GHAZIABAD CONTENTS CONTENTS Acknowledgement Executive Summary INTRODUCTION About the industry
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