Launching of "Deosai"in the Retail Market of Islamabad : Designing and Executing its Marketing Mix

Abstract

Water is one of the most essential elements on the face of the planet, more or less 60 percent of earth constitutes water while 40% is the land mass where life is sustained, water not only ensures that the planet thrives but also all the beings within it do the same, It is one of the scarcest commodities on the planet, and its importance can never be overestimated, With regard to Pakistan its scarcity is even more alarming, and in order ensure clean drinking water especially in Islamabad which is the focus of our project there is a somewhat cut throat competition, wherecompanies like Nestle, Aquafina, Deosai and other strive to both ensure the availability of clean drinking water to the masses while also competing amongst each other to get the biggest share of this potentially relatively untapped market. This project will focus entirely on Deosai and how it aims to launch a new product to secure its position in the market.In this report every chapter is allotted to each section inwhich detailed discussion is given. In the report every projection is assumption based but this assumption is based on some rational. There will be some change if we apply this practically.