1

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.
2

DEDICATION

I dedicate this report to:

My beloved Parents and Teachers that with

their support I am at this stage
3

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.
4

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.
5

CONTENTS
No. Contents
Page

1 Executive Summary
6
2 Internship Certificate
7
3 Evaluation Form
8
4 Introduction
9
5 Main Offices
11
6 Aqua Safe Today
12
7 Company Profile
13
8 Aqua Safe Services
14
9 Company Analysis
16
10 Aqua Safe Divisions
19
11 Marketing Department
24
12 Style of Working
26
13 SWOT Analysis
27
14 BCG Matrix
6

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
42
22 References
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
7

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.”
8

INTERNSHIP CERTIFICATE
The Internship Certificate has been handed
over to Instructor Sir Khuram Ali Jafri
personally on 4th of the September 2009.
9

EVALUATION FORM
The Evaluation Form has been handed over to
Instructor Sir Khuram Ali Jafri personally on 4th
of the September 2009.
10

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.”
11

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
12

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

13

 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:
14

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.
15

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 special offers
and packages for employees of State Bank of
Pakistan.

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.
16

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.
17

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.
18

AQUA
SAFE
MINERAL WATER
19

(COMPANY ANALYSIS)
20

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.
21

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.
22

 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.
23

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

24

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 CMES-
Sargodha.
 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.
25

 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
26

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. Center Lathe 5 Nos.

2. Shaper 18” stroke 1 No.
3. Radial Drill 1 No.
4. Pedestal Drill 4 Nos.
5. Sheet Rolling Machine 4’ 1 No.
6. Sheet Rolling Machine 5’ 1 No.
7. Bending Press (Manual) 2 Nos.
8. Hydraulic Press 1 No.
9. Hand Press 2 Nos.
10. Sharing Machine 2 Nos.
11. Plasma Cutter 1 No.
12. Argon Plant 2 Nos.
13. Welding Generator 2 Nos.
27

14. Welding Plant 10 Nos.

15. Butt Welding Machine 1 No.
16. Gas Welding Equipment 3 Nos.
17. Lifters 2 Nos.
18. 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
28

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.
29

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.
30

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.
31

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
32

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:
33

 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.
34

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

Relative
Market
Growth

Low
Cash Cows Dogs

High Market share 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
35

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
36

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.
37

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
38

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 internship I realized following duties.

o Cohesiveness
o Ever Ready For Challenges
o Broad vision
o Learning from Cradle To Grave
o Always Create Opportunities
o Open Communication with the Boss
o 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.
39

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.
40

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
41

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
42

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%

43

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

44

 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

45

 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.

2- 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.

46

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:
47

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.
48

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

49

 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
50

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.
51

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
52

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
53

The information about products and services used was taken from the
companies’ official website
54

Zeeshan Maqsood

MBA (COMSATS)

Lahore, Pakistan.

E-mail: [email protected]

Cell: 0300-4111570