Aqua Safe

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In the name of ALLAH, The creator of every creation, The Piety, The Beneficent, The Merciful, The Wise, The Lord of the world, The first and last, The sender of the Holy Prophet Muhammad may peace be upon him, Where there is no doubt, The owner of the Day of Judgment, To whom everyone will be brought back.

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DEDICATION

I dedicate this report to: My beloved Parents and Teachers that with their support I am at this stage

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ACKNOWLEDGMENT I bow my head before almighty Allah with gratatitude. My indebt ness and salute too many individuals who have helped shape this report cannot adequately be conveyed in a few sentences. However, I must once again recall my indebt ness to lot of former fellows and contemporary colleagues who took the time and trouble during the last few days to speak to me about the ways this text could be further improved. It is most appropriate to mention the ingenuity of respected teacher Sir, who provide me an opportunity to enhance the management skills from a well established organization It is my privilege and honors to my express my deep gratitude and in calculating thanks to Aqua Safe Mineral Water Ltd. Lahore especially to Muhammad Wasif (CEO) who provided me an opportunity to work in the environment where quality is everything. I bow my special thanks to Mr. Numan Ali Chaudary (Public Relations Officer) who was very kind to me during my internship period.

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PREFACE Masters degree is more practical one compared to other Bachelor degree. Majority of the studies includes practical work and experience to give students a closer look of the business work and its requirements. That is the degree holder can adjust themselves easily in all kinds of businesses and corporate environments. Final project of planning is a part of that series. It is an integral part of degree at CIIT (COMSATS INSTITUTE OF INFORMATION TECNOLOGY). It helps students to understand the practical work and know about working of an organization. To meet this purpose, I was assigned the below project at Aqua Safe Mineral Water Limited Lahore. In this short period I have learned a lot about an organization. The first part is the introduction of the Mineral Water Industry. The second part is the Organization’s view. The third is the Analysis of Industry and the company while the forth is about Recommendations and conclusion. I hope this report will provide a clear inside picture of Aqua Safe Limited to its readers and they will know much more the planning.

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CONTENTS No.

Contents

Page 1

Executive Summary

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Internship Certificate

6 7 3

Evaluation Form

8 4

Introduction

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Main Offices

9 11 6

Aqua Safe Today

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Company Profile

12 13 8

Aqua Safe Services

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Company Analysis

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Aqua Safe Divisions

14 16 19 11

Marketing Department

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Style of Working

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SWOT Analysis

26 27 14

BCG Matrix

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29 15

Competitive Strategy

30 16

Marketing Mix

30 17

What I Have Learned At Internship

32 18

Tasks & Activities Performed

34 19

Limitations & Constrains

41 20

Suggestions and Recommendations

42 21

Conclusion

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References

42 43

EXECUTIVE SUMMARY Increase in the Water Contamination and expansion of large industries has been impressive in Pakistan since 1947. Due to which undersurface water has been contaminated very much due to which mineral water usage has been increased a great deal from the early 80’s. Many companies started their operations in Pakistan as mineral water

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companies. Aqua Safe is one of the pioneers of mineral water industry in Pakistan. Pakistan has witnessed a great growth in mineral water industry as many organizations have started their mineral water products for the Pakistani market. This expansion in mineral water is due to many reasons. Some of the main reasons are explained hereunder. The main reason is the presence of multinational organizations who use mineral water in their businesses and dealings second the well established corporate businesses have also started using mineral water. Due to increased consumption of mineral water there was a need to fulfill this demand by providing more mineral water services so many new organizations came into market to capture the market segments. Aqua Safe is very prominent name among those mineral water industries being the pioneer of the mineral water industry in Pakistan. However, in 1998, Aqua Safe gained the No.2 position, leaving others behind In the case of Mineral Water production, a number of Companies have been emerging in the Pakistani market to compete with existing organizations like Aqua Safe. These Companies are Nestle PureLife, Gourmet Water, Heaven and Brook, Springley, Aqua Fresh, Pharmagin, Sufi Mineral Water etc. The latest available date on overall production performance of Pakistan comported with some other companies is tremendous. The above-mentioned presentation in the context of Pakistani scenario highlights the emerging position of Pakistan’s Mineral Water industry when is likely to continue further following the full implementation of WTO agreement from 2005 onwards when an era of free trade will start globally. The Mineral Water sector, traditionally the core of the industry, is already in the expansion with many organizations are coming in the market to fulfill the market demand and also to capture the high market share. Competition is very high or head on competition with many rivalry organizations due to a great deal market demand. Every organization is trying to capture the high market share by providing better mineral water services to market segments that vary in their behavior. Some of the customers are quality and brand conscious whereas some are price or accessibility conscious. But still, this sector will be hit by the projected expansion of its major markets in the big cities in the coming years.”

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INTERNSHIP CERTIFICATE The Internship Certificate has been handed over to Instructor Sir Khuram Ali Jafri personally on 4th of the September 2009.

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EVALUATION FORM The Evaluation Form has been handed over to Instructor Sir Khuram Ali Jafri personally on 4th of the September 2009.

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INTRODUCTION There also a need to broaden the base of serviceable commodities by including value added mineral water products so that reliance on undersurface water, swimming pool and spa equipment and water treatment systems can cater the market segments to have more expansion. Reflecting on the affairs, many organizations have appreciated government’s efforts to encourage new organization and finding new markets, which need aggressive advertising and marketing. The steps taken on the monetary front, such as the frequent devaluation of Pak rupee in terms of dollar could not improve the cost competitiveness of serviceable products due to increase in prices of the local and imported inputs of the local mineral water industry, and also due to inelastic demand for the Pakistan’s markets. It is indicating that the growth in the country’s overall services, including mineral water products which contributed more than 60% of total mineral water receipts each year, could to be related some cosmetic and ad hoc measure like devaluation of Pak rupee and concession import credits. The pioneers in Pakistani market like Aqua Safe, which was constituted by the first material law government in 1980 had, inter-alia, recommended that an economic size mineral water unit should preferably have 2,500 purifiers and 50 units. No new organization with only 1,250 purifiers and without units should be sanctioned. However, no need was paid to the advice by the sanctioning authorities with the result that an excess capacity had tented to build up in the Mineral Water sector. During the period 1980 to December 2000, some 11 Mineral water Companies with 11.36 8 purifiers, 660 filters and 732 units were stated. In 1992, a foreign consultant form was hired by the government to look into the expansion conditions in the local Mineral water industry. One of the observations of the foreign consultant was “Pakistan has emerged to make real progress in the local market and is being overwhelmed by many of the companies and multinational organizations. The Mineral water sector, traditionally the core of the industry, is already in the expansion with many coming into the market. Further still, this sector will be hit by the projected expansion of its major markets in big cities of Pakistan in the coming years.”

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BACKGROUND AND HISTORY Aqua Safe was founded in 1986 by the Chief Executive Officer (CEO) and the Chairman of the Company Muhammad Wasif, as a sole proprietorship firm. At the moment Aqua Safe has got on its payroll more than 100 employees including Project Managers, General Managers, Managers, Secretarial & Supervisory Staff, Technicians and Helpers working in our different departments and factory. Now we have registered our firm as Aqua Safe Pakistan (Pvt.) Ltd, and its fully under Islamic Banking System. Through efforts, consistent with charges occurring in the Local market. It must be appreciated that all successive governments since the birth of Mineral Water industry in Pakistan have been encouraging the Organizations to penetrate into new markets. There also a need to broaden the base of serviceable commodities by including value added mineral water products so that reliance on undersurface water, swimming pool and spa equipment and water treatment systems can cater the market segments to have more expansion. Reflecting on the affairs, many organizations have appreciated government’s efforts to encourage new organization and finding new markets, which need aggressive advertising and marketing. The steps taken on the monetary front, such as the frequent devaluation of Pak rupee in terms of dollar could not improve the cost competitiveness of serviceable products due to increase in prices of the local and imported inputs of the local mineral water industry, and also due to inelastic demand for the Pakistan’s markets. It has been rightly mentioned in the latest stage bank of Pakistan’s annual report (FY01) that, “Over the years Pakistan’s mineral water receipts have been vulnerable on account of the narrow base of serviceable items, concentrated markets and low value addition this Industry. It is indicating that the growth in the country’s overall services, including mineral water products which contributed more then 60% of total mineral water receipts each year, could to be related some cosmetic and ad hoc measure like devaluation of Pak rupee and concession import credits. The pioneers in Pakistani market like Aqua Safe, which was constituted by the first material law government in 1980 had, inter-alia, recommended that an economic size mineral water unit should preferably have 2,500 purifiers and 50 units. No new organization with only 1,250 purifiers and without units should be sanctioned. However, no need was paid to the advice by the sanctioning authorities with the result that an excess capacity had

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tented to build up in the Mineral Water sector. During the period 1980 to December 2000, some 11 Mineral water Companies with 11.36 8 purifiers, 660 filters and 732 units were stated. In 1992, a foreign consultant form was hired by the government to look into the expansion conditions in the local Mineral water industry. The Mineral water sector, traditionally the core of the industry, is already in the expansion with many coming into the market. Further still, this sector will be hit by the projected expansion.

MAIN OFFICES Head Office: 65/B, C-III, Gulberg-III, Lahore, Pakistan. Tel: +92 (042) 5877159, 5877160 Fax: +92 (042) 5712626 UAN: +92 (042) 111 33 44 33 E-mail: [email protected] Lahore Office: 96-Mcleod Road, Lahore, Pakistan. Tel: (042) 7222335, 7222339 Fax: (042) 7220415 E-mail: [email protected] Karachi Office: Shop # 3 & 4, Plot # 13-C. 37th Commercial Street, Tauheed Commercial Area, Phase-V, DHA, Karachi, Pakistan Tel: (021) 5378133 Fax: (021) 5378144 UAN: (021) 111 33 44 33 E-mail: [email protected] Rwp/Isd Office: Shop # G-54, Pindi Fortress, Rawalpindi Cricket Stadium, Double Road, Shamsabad, Rawalpindi, Pakistan. Tel: (051) 4855033-4 E-mail: [email protected] Bankers Meezan Bank Ltd Standard Chartered Bank Legal Advisors Lawyers & Lawyers International

ENLISTMENT WITH GOVERNMENT AGENCIES

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 Pakistan Army – E & C Branch For Chlorinators, For Water Filtration Equipment, For Swimming Pool Equipment  Tetra Pak Pakistan Limited – for Filtration Equipment  Pakistan Standards & Quality Control Authority (PSQCA).

AQUA SAFE TODAY In February 2000 Aqua Safe Mineral Water Company started manufacturing mineral water under license and brand name - Aqua Safe®, with technical support and imported filtration plant from Aqua Safe, Inc., NY. USA. By the grace of Allah almighty we are providing our non-returnable bottle-NRB (PET) packing range in 500 ml, 1500 ml, 6000 ml and bulk water in 19 liters in returnable bottles. Clean pure and soft water is life, water makes up the major portion of body, Aqua Safe brings you premium quality drinking water. Purified through Reverse Osmosis Technology and balanced with minerals, it ensures the highest standard of quality and health of your family. Clean and refreshing Aqua Safe mineral water is also the best choice for beverages preparation and cooking.

BRANCH OFFICES FOR DISTRIBUTION NETWORK Faisalabad Office: 5/A, Officers Colony No. 2, Abid Shaheed Road, Faisalabad. Tel: (041) 8728062 Sialkot Office: Al Rehman Centre, Defence Road, Sialkot. Tel: (052) 6909336 Quetta Office: 9-13/8-9, Saddiqa Street, 1 Stewart Road, Near Saddiqa Mosque Quetta. Tel: (0300) 3904206 Rahim Yar Khan Office: 37-Bano Market, Near Motti Masjid, Rahim Yar Khan. Tel: (0685) 875098 Khan Pur Office:

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Model Town Link Road, Khanpur. Tel: 72734 Ahmadpur Sharqia Office: Hakeem Market, Abbasi Chowk, Ahmadpur Sharqia. Tel: (0698) 73484 Gujranwala Office: New Food Street, Bakhtywala, Gujranwala. Tel: (055) 4440410 Sahiwal Office: 363/BX, Bilal Colony, Sahiwal. Tel: (040) 4465555 Sargodha Office: 102 Shamshair Road Old Civil Lines, Sargodha. Tel: (0451) 221403, 725702

COMPANY PROFILE COMPANY INTRODUCTION: Aqua Safe is a USA based company that exclusively deals with water having a vast range of mineral water, swimming pool & Spa equipment and water treatment systems globally. Aqua Safe is approved from Pakistan Standard & Quality Control Authority under the license number CM/M-1614. The said organization is also a member of water quality association.

NATURE OF BUSINESS: Aqua Safe is a unique in sense of its nature of business the company exclusively deals with water related product. In Pakistan it provides mineral water, spa equipments, and water treatment systems, water treatment plants, at domestic and commercial level. The company provides the installation, maintenance and services.

PRODUCT INFORMATION: This quotation is about 19 liter mineral water bottle. Aqua Safe is the second largest company in Pakistan which deals in 19 liter mineral water bottles. Throughout the Pakistan Aqua Safe is providing services at public, Government and private sector. The company has honor to have various national/multinational companies in its clients list.

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This water is purified by reverse Osmosis process and the necessary minerals are added which are essential for human body. Through advance technology physical and biological contaminates are removed and make the water fit for drinking and portable. All process of water treatment and its packing is observed in a highly hygienic environment and scaled.

SERVICE: Aqua Safe provides free delivery service on weekly basis at your door step. Term and conditions are set at the time of account opening. Aqua Safe priorities its delivery services. We also provide after sale services with a high level of commitment.

SPECIAL: Aqua Safe is also offering some and packages for employees of Pakistan.

special offers State Bank of

AQUA SAFE SERVICES AQUA SAFE MINAERAL WATER Aqua Safe is a unique in sense of its nature of business the company exclusively deals with Mineral water related product. In Pakistan it provides mineral water at domestic and commercial level. The company provides the installation, maintenance and services.

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SWIMMING POOL EQUIPMENT Aqua Safe is dealing in Swimming pool equipment. It is doing swimming pool filtration business since 1990, and has satisfied its clients all over the Pakistan. It is also enlisted with E&C Branch, GHQ, Rawalpindi, as supplier for swimming Pool Equipment. It has skilled staff for construction of swimming pool and installation of its equipment and accessories Swimming Pool Division Aqua Safe is doing swimming pool filtration business since 1990, and has satisfied its clients all over the Pakistan. It is also enlisted with E&C Branch, GHQ, Rawalpindi, as supplier for swimming Pool Equipment. It has skilled staff for construction of swimming pool and installation of its equipment and accessories.

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Aqua Safe serves the following items for domestic and commercial pools. Sand filters Self priming pump for swimming pools Main drains Inlets points Vacuum points Under water pool lights Pool ladders Diving boards Manual and automatic maintenance kit Stainless steel railing

LIST OF CLIENTS: Cadet College Kohat. Garrison Cadet College Kohat. Garrison Boys School Lahore Cantt. Cadet College Larkana. PAF Mess at E-9, Islamabad. Wapda Sports Complex Lahore. More than 50 domestic clients.

SPA EQUIPMENT Aqua Safe is sole agent for Aqua Safe, Inc. NY, USA in Pakistan since 1986. It is also providing Spa equipment services to its prospective customers. Aqua Safe is the first Company who is providing Spa equipment in Pakistan. They also supply the commercial and industrial spa equipments/maintenance.

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AQUA SAFE MINERAL WATER

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(COMPANY ANALYSIS)

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VISION "Making our customers winners by constantly exceeding their expectations"

MISSION STATEMENT At Aqua Safe we aim to serve the needs of our customers and build value for our stakeholders by continuing to remain an efficient and profitable company. At the same time we hope we are creating an environment where talented and exceptional people want to work. We are committed to providing our employees with opportunities for personal and professional growth that they can find nowhere else. We are dedicated to operating our facilities with the utmost respect for the communities and environment in which we live and work.

CORPORATE MISSION     

Put the customer first always. Be flexible to the customer’s needs. Adhere to the highest quality standards. Think innovatively but make informed business decisions. Deliver results

OUR POLICIES Business policies will continue to evolve and adapt to a changing world, our basic foundation is unchanged. The time of origin of our company, and reflects the basic ideas of fairness, honesty and a general concern for people. Aqua Safe is committed to the following business policies in all countries, taking into account local legislation, cultural and religious practices. Aqua Safe’s business objective is to manufacture and market the company’s product in such a way as to create value that can be sustained over the long term for shareholders, employees, consumers, and business partners. Aqua Safe does not favor short-term profit at the expense of successful long-term business development. Aqua Safe recognize that its consumers have a sincere and legitimate interest in the behavior, beliefs and actions of the company behind brands in which they place their trust, and that without its consumers of the company would not exist.

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Aqua Safe believes that, as a general rule, legislation is the most effective safeguard of responsible conduct, although in certain areas, additional guidance to staff in the form of voluntary business policies is beneficial in order to ensure that the highest standards are met throughout the organization.

Aqua Safe is conscious of the fact that the success of a corporation is a reflection of the Professionalism, conduct and the responsible attitude of its managements and employees. Therefore recruitment of the right people and ongoing training and development are crucial. Aqua Safe continues to maintain its commitment to follow and respect all applicable local laws in each of its markets. The policies formed by the Aqua Safe are for every employee of Aqua Safe around the world. The Aqua Safe brand follows these above mentioned policies and does not make their own policies. Members of Aqua Safe are strongly committed to the company, its development, its culture and its policies. Apart from professional skills and insight, the capacity and willingness to apply these policies are the main criteria for progressing in the organization, regardless of origin, nationality, religion race, gender or age.

CONSUMER CONFIDENCE The Consumer Confidence department is the scientific heart of the Aqua Safe Quality System. Consumer confidence and trust has been fundamental to Aqua Safe's success over the years. Our wide range of expertise is made available to R&D scientists, operational and technical units and businesses. We cover five main areas:  Consumer safety that guarantees the delivery of safe products.  Product compliance that combines all aspects related to the

legal compliance of Aqua Safe products.  Consistent quality that involves all measures for the delivery

of Aqua Safe products with a consistent level of quality.  Consumer preference that ensures our products demonstrates

superior organoleptic and nutritional quality.

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 Occupational and environmental safety that combines all

aspects related to the Safety of workers and the environment. Safety evaluation requires extensive scientific skills in the two areas of Health and safety: analytical method development and science-based risk assessment. Ingredients also need to be analyzed for authenticity and allergens. Leading edge packaging expertise also has a role to play in ensuring both quality and safety of Aqua Safe products. Anticipation of food safety issues is guaranteed through a systematic screening of scientific and technical literature and evaluation by our network of experts for case-adapted responses.

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ORGANIZATION STRUCTURE Nestle Pakistan Limited - Company Profile Snapshot Company Profile: Aqua Safe Pakistan (Pvt.) Ltd. Ticker: Aqua Safe Exchanges: KAR 2007 Sales: 32,031,000,000 Major Industry: Mineral Water Sub Industry: Diversified Mineral Water Services Country: PAKISTAN Employees: 100

AQUA SAFE DIVISIONS WATER FILTRATION DIVISION We are sole agents for Aqua Safe, Inc. NY, USA in Pakistan since 1986. We are providing domestic, commercial and industrial imported and local fabricated filtration system. By the grace of God, we are the first Company who installed ever first water filtration plant in rural area of Pakistan (Siam village near Rawalpindi) a project of Rawalpindi Cantonment Board and we feel proud to mention this Aqua Safe is the first Company in Pakistan who introduced stainless steel vessels for these sorts of filtration plants. We supply the following commercial and industrial filters/plants. We have our own fabrication unit at Harbanspura, Lahore, which is fully

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equipped to fabricate all thing required in filtration plants.

DOMESTIC FILTERS Single Stage Filters - 10” Dual Stage Filters - 10” Triple Stage Filters - 10” Jumbo Filters – 10” Jumbo Filters – 20”

COMMERCIAL & INDUSTRIAL FILTERS Media filter/sand filter Carbon filters Ultra Violet lamps Reverse Osmosis System (RO) Deionization system Dosing pumps Gas chlorinators Water softener

LIST OF MAJOR WORK DONE  Plant Room & Filtration Plant for PAF Base Sakesar, a project of CMESSargodha.  Filtration Plant for Chief Minister House in Lahore.  Filtration Plant for Rawalpindi Cantonment Board in Siam Village.  Filtration Plant for Rawalpindi Cantonment Board in Saddar.  Filtration Plant for Garrison Engineer-Murree in Lower Topa.  Filtration Plant for Medicare Centre in Lahore, a project of  Medicare Trust for the Mother & Child care.  Installation of Complete Drinking Water Filtration Plant for Classic Drinking Water.  Installation of Complete Water Filtration Plant for Faraz Juice in Gujranwala.  Installation of Complete Drinking Water Filtration Plant at Cadet College Larkana.

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 Installation of Complete Drinking Water Filtration Plant for Syed Bhai factory in Lahore.  Installation of Complete Water Filtration Plant for Z-Grill Restaurant in Lahore.  Three (3) Filtration Plant for GE Air, PAF Base Lahore.

SAND FILTER The sand filter is used for the simple filtration from water of visible dirt or suspended matter (turbidity) due to silt, sand, organic matter, and rust type particles. These units use sand or gravel as the filter media, and are effective in removing sediment and cloudiness from water. Sand filters must be back washed periodically to clean the suspended matter from the filter media and flush it down the drain.

ACTIVATED CARBON FILTERS Activated carbon filters are primarily used to remove objectionable tastes and odors from water, and are effective in removing chlorine. These filters contain activated carbon, a form of charcoal with high adsorptive qualities. As water is brought into contact with these activated carbon particles, the taste and odor constituents are retained in the carbon, resulting in a taste and odor free water. The granulated filters must be periodically back washed, and the carbon cleaned and replaced from time to time.

SEDIMENT CARTRIDGE Food Grade imported housing of 20 inch size, using sediment cartridges, model PPF20 are used after Activated Carbon Filter, for extra fine filtration.

ULTRAVOILET PURIFIERS

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Ultraviolet Water Purifiers are used to effectively get bacteria free water. It utilizes germicidal ultraviolet lamps that produce short wave radiation lethal to bacteria, viruses and other microorganisms present in water. UV Purifiers offer rapid water treatment without heat or dangerous chemicals – often for the lowest cost available by any means.

 Ultraviolet water purification is a unique and rapid method of water disinfection without the use of heat or chemicals.  Ultraviolet Water Purifiers utilize germicidal ultraviolet lamps that produce short-wave radiation that is lethal to bacteria, viruses and other microorganisms present in water.  Through the years ultraviolet technology has become well established as a method of choice for effective and economical water disinfection.

 Ultraviolet Water Purifiers are the ideal solution for an ever-growing range of users choosing their water treatment needs.  All lamps used in UV units are low-pressure type, which affords the maximum efficiency in producing the required germicidal rays. In addition to the obvious advantages of high efficiency and low power requirements, there is no possibility of the overheating (as is the case with some other lamp type). Consequently, the need for additional equipment to combat overheating is eliminated.

LIST OF TOOLS & PLANTS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

Center Lathe Shaper 18” stroke Radial Drill Pedestal Drill Sheet Rolling Machine 4’ Sheet Rolling Machine 5’ Bending Press (Manual) Hydraulic Press Hand Press Sharing Machine Plasma Cutter Argon Plant Welding Generator

5 Nos. 1 No. 1 No. 4 Nos. 1 No. 1 No. 2 Nos. 1 No. 2 Nos. 2 Nos. 1 No. 2 Nos. 2 Nos.

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14. 15. 16. 17. 18.

Welding Plant 10 Nos. Butt Welding Machine 1 No. Gas Welding Equipment 3 Nos. Lifters 2 Nos. Different type hand machine/tools Grinder, Drill, Cutter, Etc. for in house and site jobs. 19. Technical Store: All standard parts, flanges, bands, tee, sockets etc. SS & MS sheets, channels, Angles, strips & rods. MS & SS pipes, square box etc. 20. Electrical Store: For testing & repairing electric equipments.

SWIMMING POOL DIVISION Aqua Safe is doing swimming pool filtration business since 1990, and has satisfied its clients all over the Pakistan. Our firm is also enlisted with E&C Branch, GHQ, Rawalpindi, as supplier for swimming Pool Equipment.We have skilled staff for construction of swimming pool and installation of its equipment and accessories We serve the following items for domestic and commercial pools. Sand filters Self priming pump for swimming pools Selector valves Main drains Inlets points Vacuum points Under water pool lights Skimmers Pool ladders

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Diving boards Manual and automatic maintenance kit Stainless steel railing Grating for swimming pool over flow ducts Dosing pumps Float Lines Starting blocks Turning Panels False start posts Life guard chairs Jacuzzi jets Air blower Swimming pool heaters

MAJOR CLINIENTS Cadet College Kohat. Garrison Cadet College Kohat. Garrison Boys School Lahore Cantt. Cadet College Larkana. PAF Mess at E-9, Islamabad. Wapda Sports Complex Lahore. More than 50 domestic clients.

MARKETING DEPARTMENT The Marketing Department is responsible for all sorts of activities including the promotion, advertising and tools used for generating demand. The Marketing department is also responsible for arranging stalls and functions for the Promotional and official reasons respectively. These stalls are conducted in different public places so that more of the people become aware of the importance of products that ensure quality. These stall activities remain active for around 4-5 days. Thus, in a month 4-5 such stalls are managed. After a stall activity finishes, the person who conducted the stall activity has to report to their seniors about the response they received from the public and the number of new customers they have been able to attract during their stall activity.

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SALES DEPARTMENT The Sales Department is responsible for carrying out the sales of Aqua Safe covering the whole of Lahore. To conduct the sales efficiently and effectively, there are some territories that have been assigned some area of Lahore. The area managers administer these territories. Monthly, the Area Sales Managers are assigned with the targets by the upper management. This helps in creating competition among the territories like some territories covers these areas respectively.  Interior Lahore, upper Mall  Gulberg, Cantt, Cavalry  Defense  Model Town, Township, Garden Town, Johar Town, Rehmanpura and Thokar Niazbaig These four territories are further covered with a total of 20 routes, each covering a specified area of Lahore on daily basis. Every day, the Aqua Safe delivery van drop Mineral water to the customers. There are three people who go for sales. They are:  Driver  DSR  Loader For carrying out the transaction easily, the DSR are provided with a handbook. The handbook keeps records of the data of the retailers. All this data is stored in the system thus, keeping the system updated. At the start of the month, the target for the sale of the mineral water is set and all the Distributions have to achieve that target by the end of the month that helps in increasing the productivity. The sales target varies with the season. For example, in summers, the consumption of mineral water is more as it is in summers. Also, the monsoon season affects the sales of the mineral water . When it is the end of the month, all the distributions submit in their report to the Sales and Distribution Manager that contains the percentage of the target achieved including the quantity sold by each route.

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CUSTOMER SERVICES  Delivery at customer premises on schedule day & routing time.  Ensuring delivery on special request forwarded by customer services.  Attending all delivery related complaints in time.

WAREHOUSING    

Procure a warehouse as per Aqua Safe Standards. Ensure all Aqua Safe Quality Standard Maintain a clean environment. Minimize store losses.

ACCOUNTING    

Maintain audited accounts of the business. Provide in time reports to Aqua Safe Management. Make claims as per company guidelines & verify data. Ensure efficient operation.

GENERAL  Adhere & act on all policies/decisions by Aqua Safe Management.  Close liaison with Sales Management for Target Achievement.

STYLE OF WORKING Aqua Safe is profit and customer oriented organization rather than system and strategy oriented. The products are manufactured at low-cost and sales are made at high price. All the departments of Aqua Safe are related to each other along with their independent working.

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In order, to improve their working and their level of service they provide to their customer, weekly and monthly meetings are held. These meetings discuss the following things:    

Performance level of employees Progress at territory level and as a whole Sales of the organization Where an improvement is required

The working/activities of division include the following features:      

Selling through proper transportation Area storming for creating awareness Stall activities Rewards offering scheme Taking feedback from the customers Providing service for chiller maintenance and technical problems

This activities/working of the organization involve the basic principles of marketing, client service, public relation, planning, organizing, leadership and communication whose brief description are as follows: The basic principle of Aqua Safe in marketing is to provide its customers with quality product at reasonable price. For communication at national and international level there are various ways to communicate that are as follows:    

Universal and direct telephone lines Fax Email Letters

MAIN STRATEGY OF AQUA SAFE Every organization has forms some strategy to follow. Therefore, strategies adopted by Aqua Safe that have proved fruitful are as follows:  Consumer communication  Product availability and development

CONSUMER COMMUNICATION

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With the help of electronic media, advertisements boards, banners, advertising on Newspapers, pamphlets, brochures, handouts and by the stall activity of marketing department; interest of the customer is developed and awareness is brought among people about the healthy living that can be achieved by healthy and clean drinking water.

PRODUCT AVAILABILITY From time to time activities such as area storming, discovering new places or areas are being done thus, making the distribution equally available everywhere.

COMPETITORS OF AQUA SAFE Every organization or we can say that every business run by any company faces competition in a competitive market. Aqua Safe is a multinational company. It has competitors in a global market and in a local market. Now let’s see the competitors of one of the brands of Aqua Safe that is Aqua Safe Mineral Water in a local market. The competitors that Aqua Safe in Pakistan are as follows:    

Nestlé PureLife Gourmet Water Springley Sufi Water

Even though there are less competitors in the market but still Aqua Safe is facing a very tough competition. There has been great competition faced by Aqua Safe as local companies try to compete with the multinational brand.

SWOT ANALYSIS OF AQUA SAFE STRENGTHS The strengths of Aqua Safe Mineral Water including Water Treatment Plants, Water Filtration & Spa Equipment:

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 Company’s name Aqua Safe” signifies the quality image high standard and quality product  Loyalty from customers is also the major strength for the company  Employees are also loyal due to the decentralized culture of company  People trust on products due to the proper health and safety measures.  The strength of Aqua Safe is its imported raw material & Filtration Equipment, which strengthens its image.  Being a multinational company it has the capability to attract more customer than the local companies  Company has the ability to compete in a dynamic environment  Company always adapts the new technology

WEAKNESSES The weaknesses are as follows:  There is not much margins for retailers to prefer its sales  They need to provide the Accessories like water dispensers  The distribution cost is high as compared to the competition in the local market  Company mostly advertises its products through print media, advertisement of mineral water is not so better on electronic media like TV ads

OPPORTUNITIES  They have an opportunity to expand or capture the market by adding its product line.  They have the opportunity to offer bottled water at shops like Nestlé PureLife for resale purpose.  They can also capture the market of domestic customers more aggressive strategies and offers.  Company can open separate stores to eliminate retailers.  Recently, they have created an opportunity for themselves by introducing Water Filters in the market.  Company is trying to open stores in universities.  They can provide incentives to retailers to increase sales volume.  Company can enter in ice Food/beverages products.

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THREATS  Existing companies are increasing their product lines that can prove to be a threat in the coming years.  Company like Nestlé is giving more discounts to retailers as compared to distributors due to which retailers prefer its products for sale.  As compared to the local competitors, our distributor cost is very high. As Aqua Safe Mineral Water has to maintain and obey the Aqua Safe standards.  Some companies are competing on the basis of cost.

BCG MATRIX High Star

Question Marks

Cash Cows

Dogs

High

Market share

Relative Market Growth Low

Low

STARS The stars are the high relative market share and high market growth. Aqua Safe Mineral Water i.e. are somewhat the stars in their business, because with the high quality and new offers which comes every now and then makes them more popular among the customers, because customer with upper class wants the quality and Aqua Safe offers the best quality Mineral Water.

CASH COWS

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The cash cows are their Water Filtration i.e. Aqua Safe Ultraviolet Purifiers and other Filtration products. Company has to take measures to make these products as stars.

DOGS Spa Equipments are Aqua Safe Dog, because it has low-share business with low growth market especially when we talk about Pakistani market. The company has to think on what it can do by improving the low share and growth market.

QUESTION MARKS The question marks are the Water Filtration Products and services. They have high market growth but low market share. The company has to decide about which question mark they should try to build into the stars and which one of these should be phased out.

COMPETITIVE STRTEGY “WHAT MAKES COMPETITIVE” The hallmark of the Aqua Safe is the Delivery and quality of the products which the company offers.

COMPETITIVE EDGE OF AQUA SAFE The companies all over the world get some competitive edge based on some features Which other companies don’t have. For example, as the Dell has the competitive edge over other computer manufacturer companies, because they use Built-to-order Strategy while no other company in computer industry use this strategy. Similarly in Pakistan Aqua Safe has their Competitive edge based on these Strategies:  Product Differentiation  Customer Oriented

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PRODUCT DIFFERENTIATION STRATEGY Aqua Safe is using the product differentiation strategy by providing the superior quality Products. Their main focus is to keep the customers loyal. They bought shelve space in different departmental stores to attract the customers. They tried to reach each group of people in which they have succeeded.

CUSTOMER ORIENTED Customer satisfaction is the focal point for the company. They provide hygienic and clean mineral water to their customers. Products are also verified by health and safety measures and international quality standards.

MARKETING MIX Marketing Mix is defined as a set of controllable tactical marketing tools that firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its products. The many possibilities can be collected into four groups of variables known as the four P's that are as follows: 1. Product 2. Price 3. Place 4. Promotion

1-PRODUCT Product stands for goods and services that the company offers to target market. Aqua Safe Mineral Water is in four packing including 0.6 litter, 1.5 litters, 6 litters and 19 litter bulk bottle. The shape and the packing of the Mineral Water bottles are quite attractive for the customers. The labeling, packaging of Aqua Safe Mineral Water includes the Aqua Safe brand and logo. The packaging includes an expiry date and time along with a manufacture date. Second part of labeling includes the quantity of product in litters along with details of minerals added.

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2- PRICE The amount of money charged for a product or service, or sums of the values that consumers exchange for the benefits of having or using the product or services. The price of Aqua Safe Mineral Water varies and increases with the increase in its packing size.

3- PLACING Placing stands for company's activities that make the product available to the target Consumer. Aqua Safe distribution is using the direct distribution channel for the delivery of mineral water weekly to the customers.

4- PROMOTION Producing a quality product, pricing it attractively and making it available for the target Consumer is not the only problem companies need to solve. Modern era is the era of communication with customer, assuring customer satisfaction, demands for personal and non-personal communication with the target customer to build a relationship with them. In an area-storming activity, giving out products free, gift hampers, attracts new customers; kites depending on the season (for existing and potential customers) are given. The basic purpose is to explore the area that is being unexposed and to bring awareness in the people.

WHAT I HAVE LEARNED AT INTERNSHIP PERSONAL LEARNING

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Personal learning is a moral and ethical obligation set by a person to move in a mellow way to excel in present and future. During the o o o o o o o

internship I realized following duties. Cohesiveness Ever Ready For Challenges Broad vision Learning from Cradle To Grave Always Create Opportunities Open Communication with the Boss Appearance

COHESIVENESS A team player can achieve more than an individual. Good coordination and cooperation with Peers and other staff members can impulse a person to perform better in difficult situations. During my internship I noticed that the degree of cohesiveness among the Aqua Safe employees is high, that is why nestle is achieving its target quite efficiently.

EVER READY FOR CHALLENGES If a person can handle problems and challenge adequately, he can grow especially in Marketing field where everything is presently dynamic.

BROAD VISION “THINK BIG” Think positively to avoid any kind of discrepancy and hurdle in your task. Positive thinking And broad vision helps you to achieve something different and new.

LEARNING FORM CRADLE TO GRAVE Latest researches and journals can be very helpful in order to generate new ideas.

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At nestle, Sales department offers many new courses to the employees to upgrade their knowledge.

ALWAYS CREATE OPPORTUNITIES “Don’t wait for opportunities always create opportunities” “Time & Tide Waite for None” If you are able to create opportunities, success is yours. Now the question is how? The answer is very simple, by generating new and useful ideas for the organization.

OPEN COMMUNICATION WITH YOUR BOSS To avoid any kind of misunderstanding with your boss, communicate freely with him. During my internship I analyzed that; “People don’t leave the organizations they leave their bosses” So be friendly with your staff and boss and communicate freely to avoid organizational Switching.

APPEARANCE “Treat yourself as a product” Attractive appearance can be very useful to impress others. A professional should be dressed up properly to influence others.

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TASKS AND ACTIVITIES PERFORTMED 1-MARKET SURVEY LIBERTY MARKET TARGET MARKET: Liberty Market SURVEYOR: Zeeshan Maqsood ORGANIZATION: Aqua Safe Mineral Water (Pvt.) Ltd. DATE: From July 04, 2009 to August 01, 2009.

INTRODUCTION: Masters degree is more practical one compared to the Bachelor degree. Majority of the studies includes practical work and experience to give students a closer look of the business work and its requirements. That is the degree holder can adjust themselves easily in all kinds of businesses and corporate environments. Final project of planning is a part of that series. I started my internship at Aqua Safe from July 04, 2009 being my first day of internship. First a meeting is conducted with the Sir Muhammad Wasif the CEO. He had taken a very detailed interview of me and given this great opportunity to do internship at Aqua Safe. Afterwards Sir Numan Ali Chaudary Public Relations Officer had a detailed conversation with me regarding my internship. On the next day Sir Numan Ali Chaudary have given me a very comprehensive and detailed orientation regarding Aqua Safe and its market offerings. Later he briefed me about different packages and quotations of different Mineral Water Packing and Products. They have assigned me tasks

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and also the target markets for my internship. They have given me every relevant material reaq1uired for my visits to the target market. To accomplish the tasks which were assigned to me I planned for these activities to streamline the whole assessment process. I have made strategies like making daily to do lists which have information regarding the shops to visit on daily basis also I made daily Spreadsheets on Microsoft Excel to enter the daily feedback and data collected. I planned to give free samples, Gifts, Broachers, Product Quotations to the potential customers. I have also planned to visit highly potential customers repeatedly for any queries regarding Aqua Safe Services. I use to go Aqua Safe Firdous Market Office at 5pm evening on daily basis to report my immediate Boss Sir Numan Ali Chaudary in order to inform about my daily visits and data work done. Then I use to enter this data in Excel sheets on daily basis in order keep a complete record of my visits to the markets.

ACTIVITIES: As mentioned above the tasks were assigned to me to accomplish during my internship period. Activities/Tasks assigned to me at Aqua Safe are:  Assessment Information Collection  Customer Feedback  Market Assessment  Promotional Activities  Market Analysis  Brand Awareness/Promotion  Customer Insights  Surveys  Direct Marketing  Account opening

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For performing these activities three Target Markets have been assigned to me which are:  Liberty Market  Ichra Jewellary Market  Main Boulevard Corporate Offices/ Banks

For accomplishing the tasks I visited Liberty Market Shops, Corporate Offices and big shopping malls etc. on daily basis six days a week. I stated from one side of the market and completed the whole round of Liberty Market in almost three and a half weeks. I collected assessment information from the potential customers, got their feedback regarding Aqua Safe Product and services and entered all this as my personal record on daily basis.

FINDINGS: From Liberty Market visits my findings are as under:

 Total no Shops/Corporate offices/Big Shopping Malls visited: 102  Potential Customers: 10  Existing Customer: 15  Users of Mineral Water: 65  Non-Users of Mineral Water: 35  Mineral Water Users Ratio: 65%  Mineral Water Non-Users Ratio: 35%

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The above given Quantitative data has been collected from Liberty Market by visiting the shops. Other findings include that the behavior of potential customer was very pleasing and encouraging they almost all have given me complete and relevant information and dealings with me were very appreciating. They have corporate with me very much to collect all relevant data. Most of the customers of the Liberty Market are:  Quality Conscious  Brand Conscious i.e. Nestlé  Using a Particular Brand on their customer requirement i.e. Nestlé

 Delivery speed Conscious  After sale service  Giving priority to Customer Services given by the brand  High Mineral Water Consumers in bulk quantity  Conscious about the overall package given to them i.e. Accessories like Water Dispensers  Service oriented

ANALYSIS: When we come to analysis of the findings from the Liberty Market I have analyzed that customer behavior to Aqua Safe is very pleasing and adoptive they to be associated with aqua safe and want to do business with Aqua Safe. Customer insights also showed that they give more preference to quality product and use that particular which their customer recommends to them. Based on the findings my analysis is as under:  Customers are brand conscious they more reputed brand and which have more brand equity and worth  They give a very high preference to the highly quality product

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 They use their customer recommended brand and they don’t go for experiments  Delivery service is their main concern which is strong point of Aqua Safe as it priorities its delivery service

 They also give priority to those brands which provides accessories with their core product as well  Customer service is also a major concern of these customers like help solving service queries and problems

FEEDBACK: Based on findings and analysis customer is that the potential customers of the Liberty Market are more brand conscious and quality conscious. They had given insights that they use mostly that particular brand which their customer recommends them to use in their shops and they do not go for experiments they just stick to that particular brand only like Nestlé. Very minor amount customers are those which preference to the price they to pay for the mineral water. Most of the shopkeepers are using mineral water for both visitors and personal use. Due to this their consumption is very high and ranges from 10-15 bottles of 19 liter bulk bottle. They give personally prefer those brands which provide extra accessories with their core product mineral water as well.

LIMITATIONS/CONSTRAINTS: While doing my tasks assigned to me in my internship practice I faced the following limitations:  Time was the main constraint for me being very short  Some customers hesitated to give complete information

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 Some customers have not given proper information  Some customers not interested to give any kind of information  Unavailability of visiting cards from some customers  Behavior of some was very variant  Some shopkeepers were busy so I couldn’t visited them  There was variety of business in Liberty Market who restricted my observation

PROPOSED MARKETING STRATEGIES: I would like to propose some marketing strategies as under: Brand Promotion, Point of purchase (POP) advertising, free sampling, Relationship marketing etc.

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MARKET SURVEY ICHRA JEWELLARY MARKET

TARGET MARKET: Ichra Jewellary Market Latif Center Ferozpur Road SURVEYOR: Zeeshan Maqsood ORGANIZATION: Aqua Safe Mineral Water (Pvt.) Ltd. DATE: From July 31, 2009 to August 22, 2009.

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INTRODUCTION: Masters degree is more practical one compared to the Bachelor degree. Majority of the studies includes practical work and experience to give students a closer look of the business work and its requirements. That is the degree holder can adjust themselves easily in all kinds of businesses and corporate environments. Final project of planning is a part of that series. I started my internship at Aqua Safe from 4th July 2009 which is my first day of internship. First a meeting is conducted with the Sir Muhammad Wasif the CEO. He had taken a very detailed interview of me and given this great opportunity to do internship at Aqua Safe. Afterwards Sir Numan Ali Chaudary Public Relations Officer had a detailed conversation with me regarding my internship. On the next day Sir Numan Ali Chaudary have given me a very comprehensive and detailed orientation regarding Aqua Safe and its market offerings. Later he briefed me about different packages and quotations of different Mineral Water Packing and Products. They have assigned me tasks and also the target markets for my internship. They have given me every relevant material required for my visits to the target market. To accomplish the tasks which were assigned to me I planned for these activities to streamline the whole assessment process. I have made strategies like making daily to do lists which have information regarding the shops to visit on daily basis also I made daily Spreadsheets on Microsoft Excel to enter the daily feedback and data collected. I planned to give free samples, Gifts, Broachers, Product Quotations to the potential customers. I have also planned to visit highly potential customers repeatedly for any queries regarding Aqua Safe Services. I use to go Aqua Safe Firdous Market Office at 5pm evening on daily basis to report my immediate Boss Sir Numan Ali Chaudary in order to inform about my daily visits and data work done. Then I use to enter this data in Excel sheets on daily basis in order keep a complete record of my visits to the markets.

ACTIVITIES:

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As mentioned above the tasks were assigned to me to accomplish during my internship period. Activities/Tasks assigned to me at Aqua Safe are:  Assessment Information Collection  Customer Feedback  Market Assessment  Promotional Activities  Market Analysis  Brand Awareness/Promotion  Customer Insights  Surveys  Direct Marketing  Account opening For performing these activities three Target Markets have been assigned to me which are:  Liberty Market  Ichra Jewellary Market  Main Boulevard Corporate Offices/ Banks

For accomplishing the tasks I visited Ichra Jewellary Market Shops on daily basis six days a week. I stated from one side of the market and completed the whole round of the Market in almost two and a half weeks. I collected assessment information from the potential customers, got their feedback regarding Aqua Safe Product and services and entered all this as my personal record on daily basis.

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FINDINGS: From Ichra Jewellary Market visits my findings are as under:

 Total no Shops/Corporate offices/Big Shopping Malls visited: 61  Potential Customers: 5  Existing Customer: 1  Users of Mineral Water: 35  Non-Users of Mineral Water: 27  Mineral Water Users Ratio: 57%  Mineral Water Non-Users Ratio: 43%

The above given Quantitative data has been collected from Ichra Jewellary Market by visiting the shops. Other findings include that the behavior of potential customer was very pleasing and encouraging they almost all have given me complete and relevant information and dealings with me were very appreciating. They have corporate with me very much to collect all relevant data. Most of the customers of the Liberty Market are:  Price Conscious

 Quality Conscious i.e. Nestlé  Using a Particular Brand on their Personal requirement  Delivery speed Conscious  After sale service  Giving priority to Customer Services given by the brand  Moderate Mineral Water Consumers in bulk quantity

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 Conscious about the overall package given to them i.e. Accessories like Water Dispensers  Price oriented

ANALYSIS: When we come to analysis of the findings from the Ichra Jewellary Market I have analyzed that customer behavior to Aqua Safe is very pleasing and less adoptive they somewhat scared about pricing of aqua safe and want to do business with Aqua Safe. Customer insights also showed that they give more preference to Low-priced product and use that particular which provides on lesser price as compared to other brands. Based on the findings my analysis is as under:  Customers are Price conscious they tend to use less priced mineral

water with less on no security deposit  They don’t give preference to the highly quality product that much  They use their customer personal recommended brand and they go

for experiments  Delivery service is their main concern which is strong point of Aqua Safe as it priorities its delivery service  They also give priority to those brands which provides accessories with their core product as well  Customer service is also a major concern of these customers like help solving service queries and problems

FEEDBACK: Based on findings and analysis customer is that the potential customers of the Ichra Jewellary Market are more Price conscious but less quality

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conscious. They had given insights that they use mostly that particular brand which their personally think fit to drink not that which customer recommends them to use in their shops and they go for experiments they don’t stick to any particular brand only like Nestlé. Very minor amount customers are those which preference to the Brand/Quality of the mineral water. Most of the shopkeepers are using mineral water for both personal uses. Due to this their consumption moderate and ranges from 5-8 bottles of 19 liter bulk bottle. They personally prefer those brands which provide extra accessories with their core product mineral water as well.

LIMITATIONS/CONSTRAINTS: While doing my tasks assigned to me in my internship practice I faced the following limitations:  Time was the main constraint for me being very short  Some customers hesitated to give complete information  Some customers have not given proper information  Some customers not interested to give any kind of information  Unavailability of visiting cards from some customers  Behavior of some was very variant  Some shopkeepers were busy so I couldn’t visited them  There was variety of business in Liberty Market who restricted my observation

PROPOSED MARKETING STRATEGIES: I would like to propose some marketing strategies as under: Brand Promotion, Point of purchase (POP) advertising, free sampling, Relationship marketing etc.

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SUGGESTIONS/RECOMMENDATIONS: In accordance to my observation and analysis I would like to give some suggestions for Aqua Safe.  It should expand the market share where there is no presence of Aqua Safe like in Ichra Jewellary market  Some incentives should be given regarding price to high potential customers  Free samples and gifts should be complementary provided to every potential customer visited  There should be a brand equity/promotion campaign for different target segments  Customer service should be given an utmost priority  For Internees there should be courtesy visits to the existing and potential customers.  Security deposit should be negotiated and relaxed with the high potential customers.  Company should conduct survey from time to time to according to which changes can be Introduced in the organization to stay updated in the market

CONCLUSION: During my internship training at Aqua Safe Mineral (Pvt.) Ltd I have learned a lot and my vision and practical exposure has broadened very much from my two months internship. In the Mineral water sector, Aqua Safe is contributing a lot in the Mineral Water industry of Pakistan Moreover the use of state of

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the art technology has opened new horizons for the mineral water industry and has changed the business scenario to a large extant.

Further, I also concluded that 100 percent concentration, full care, analytical, descriptive and communication skills are the key prerequisites for working in an industry. Anyhow, precisely speaking this internship of two months is memorable period for me during which I availed the opportunity to flourish my communication skills, polish my capabilities and abilities, upgrade my knowledge about mineral water sector and broaden my vision and exposure towards practical life. By concluding all this I would like to say keeping in view findings and analysis Aqua safe is in competitive, sound and stable positions but there is still a lot more potential in the market which catered and captured to expand the market share where there is no presence of aqua like in Ichra Jewellary market has no presence it should widen its area of service and incentives in price, security deposit etc. can make more businesses in the customer’s list of Aqua Safe.

REFERENCES I have collected all the data from the following sources, • www.aquasafeusa.net • By communicating with the employees • Wikipedia (wikipedia.com) •

http://marketingteacher.com/index.htm

•

http://www.brandsaward.com/2008/index.html

•

www.google.com

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The information about products and services used was taken from the companies’ official website

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Zeeshan Maqsood MBA (COMSATS) Lahore, Pakistan. E-mail: [email protected] Cell: 0300-4111570