Sufi Pvt Ltd Case Study

EXECUTIVE SUMMARY

The project explains the hardships faced by Sufi Finest Drinking water for why it failed in Pakistan, and focuses on increasing sales by 10% by re launching of the water and evaluating the bottled water market in Pakistan by conducting primary research and making changes to its marketing mix. The strategies used are mainly from Marketing Management course book by Kotler, web resources relating to marketing management material helping in designing a marketing plan. We also conducted two focus groups and one indepth interview from a salesman of Jalal Sons to have more insight as to why Sufi failed to perform in the category of bottled water.

INTRODUCTION TO PRODUCT

Sufi group provides quality consumer products and has gained consumers' trust for over 50 years; the name is well established in health and hygiene. Sufi water was initially the product of Hadayat Food Stuffs Pvt Ltd and focuses mainly on quality of the product and health of the consumer.

Sufi’s suppliers for plastic bottles are Mehran plastic industries. It collects the best source of sweet water drilled from 700ft underground by its own people. The plastic water bottles are also manufactured by Mehran plastics which provide bottles of all sizes to the company and the water is processed and bottled by Hadayat Foods themselves by their own plant. They have state of the art technology in their plant to create pure and balanced mineral water for their consumers. Their distribution is through trucks; the bottles are loaded at the plant and then supplied to different areas in the city. The 19 liter bottles are only available at SUFI stores. They deliver these bottles to houses and offices on vans via delivery number: 111-100-787. Overall, SUFI water is not doing well in the market due to reason explained comprehensively in the report below.

MARKET ANALYSIS

The key players in the bottled water industry are:

• Pure life, Nestle

• Gourmet water

• Aquafina PepsiCo

• Kinley Coca cola

• Sufi water Sufi

• Others

ESTIMATED MARKET SHARE OF THE DIFFERENT BRANDS

WHY HAS SUFI WATER FAILED IN ITS RESPECTIVE MARKET

To answer this question, we conducted two focus groups and one indepth interview from a salesman at Al-fateh to determine the factors that led to the failure