1. X20: The Water with an
Marketing Plan
X!

2. Agenda
An introduction to Zap Waters
The Strategy Vision and Mission
Our goals?
Setting X2O apart
An internal and external analysis
X20- the product
The marketing mix
The financial side
Structuring the marketing unit
Implementation
Evaluation and control

3. ZAP Water
History
• Founded in 2007
Product line
• Prior products
• X2O
Corporate Social Responsibility
• Product health effects
Competitive compensation packages
• Profit sharing incentives

4. Vision
To be the most healthiest and
appealing beverage provider in the
country.

5. Mission
X2O will transform the natural drinks industry
through the provision of a healthy and
irresistible beverage that will appeal to the
coffee lovers as much as to those seeking
natural drinks and this too at an affordable
price.

6. Non Financial Financial
Goals Goals
Provide highest-quality Launch product and sell 100,000
beverage at competitive price units the first year of production
Increase sales by 15% each year
Promote social responsibility
for 5 years
Create and maintain plant that Implement advertising
minimizes negative campaign to enhance
environmental impact consumer awareness
Promote socially responsible Maintain a wage 20% higher
image to college students than competitors
In the second year of operation,
commence advertising beyond
Enter two new markets every
the college market and add
two years
working adults to the target
Achieve national distribution in market.
Grow steady market share to
three general store chains within
13% over five years
five years

7. Setting X20 Apart
Core Competency and SCA
Manufactured, marketed at
competitive cost
Unique taste
Provides important vitamins and
minerals
Extra boost of caffeine for coffee
lovers

8. Strengths
Offering
• Ideal for target market
Weaknesses
Distribution Offering
• Accessible to academic • Crowded drinks market and
&corporate sector some caffeinated beverages
exist already
Personnel Distribution
• Highly motivated • Must convince stores to give
shelf space
Finance
Personnel
• Capital provided by SMEDA
• Workforce Production work can
be monotonous
Finance
• As SMEDA are only providing
initial start up funds

9. Opportunities
Threats

10. Industry Analysis
Two lines
Initial Production
Each devoted solely to 500 ml bottles
Add a third and fourth line to
accommodate 20oz &1.5 liter bottles
Anticipate need for 3rd &4th lines within 12
Demand Increase months. Each line will be fitted, one at a
time, for 20 ounce and 1.5 liter bottles
We will continue to source bottles from our
existing supplier to benefit from the
economies of scale of an existing
partnership.

11. Product Objectives
140000
120000
100000
Units Sold
80000 Year 1
Year 2
60000
Year 3
40000 Year 4
20000 Year 5
0
500 ml
1.5 liter
Unit Type

12. Target Markets
College Students Corporate Sector
(Primary) (Secondary)
Why: Highest caffeine consumers!

13. Points of Difference
and Positioning
Water
X20
Health
Vitamins
Minerals
two in one
Fluoride at the cost of 1
Caffeine
Satisfaction

14. Marketing Mix
Product
•X20 Water is clear; it looks just like regular bottled water.
Price
•Priced competitively with other bottled waters
•500ml bottle of water, is mostly sold at a price of Rs15 to Rs 20; an average of Rs
18.
•Similarly a 1.5 liter bottle will be competitively be priced at Rs 100
Promotion
•Billboards in and around the campus area
•Internet banner ads on websites frequented by college students (Facebook)
•Product giveaways coinciding with finals week will take place at select outlets
along G.T Road
Place
•Grocery stores like CSD, general stores, gas and petrol stations and cafeterias
on campus and at local shops
•Bottles will be made available at restaurants where other bottled beverages
are sold

15. Sales and Sales Commission
8000000
Sales commissions 6000000
will be based on
Rs
4000000 Sales
5% of sales 2000000
Comissions
0
Year 1 Year 2
Year
Gross and Net Profit
Our anticipated 1500000
capital 1000000
Rs
requirements 500000 Gross Profit
total Rs 500,000 Net Profit
0
Year 1 Year 2
Year

16. Questions and Answers