Marketing strategy for ganga water purifier

IMC PLAN FOR WATER PURIFIER

Introduction

Internal Analysis

Firm’s Promotional Capabilities

The current marketing strategy for ganga water purifier is a push strategy, utilizing personal selling via a sales force with limited advertising to increase brand awareness. The current promotional mix involves periodic advertising in area newspapers, a yellow pages ad, distribution of flyers, door-to-door sales through sales agents, and telemarketing performed by sales agents. The current RO filter market is served quite well, through several methods of distribution and many options and products available to the consumer. Currently, 30% of end consumers purchased their home water treatment system from local water treatment dealers, 26% from a department or discount store and 25% from a home improvement centre.

Product/Service Analysis

The RO filter market can be described as fragmented. There are many competing Products in the marketplace and no one have more than 15% of the market share. Retailers, which sell to the end user, hold the power in the manufacturer – distributor – Retailer relationship as they have many competing products to choose from and typically Only carry a single brand of RO filter.

Major companies into this business are:

Eureka Fobs , Hull ,Ion exchange,Philips

Industry experts say that in India three types of water purifiers are being marketed now — ultra-violet based, reverse osmosis and resin based. The country’s largest water purifier maker Eureka Forbes’ Aquaguard is the market leader with 68 per cent in UV-based market.

In reverse osmosis (RO) as well the company enjoys 60 per cent share and Delhi-based Kent RO systems has 40 per cent share. RO based water purifiers are the most expensive section of the water purifier market and are priced at Rs 13,000 and above.Philips, on the other hand, which uses UV-based technology to purify water, has dropped its price to Rs 6,995 from the initial launch price of Rs 8,500. Industry sources say its struggle to establish itself in the market with lesser priced water purifiers by competitors has been difficult.Out of the 220 million households in India, only about 8 million use water purifiers. Both HUL and Eureka had test marketed their products in southern states before launching it nationally.

Product Description

Reverse Osmosis (RO) is a filtration process which runs drinking water containing dissolved solids through a nano-filtration membrane. The purified water then goes to a storage tank and most of the unwanted organic and inorganic compounds, sediment and other contaminants are flushed down the drain. This form of water treatment is one of the most effective methods for producing high quality drinking water available on the market today

Review of Past Promotional Programs

In reverse osmosis (RO) as well the company enjoys 60 per cent share and Delhi-based Kent RO systems has 40 per cent share. RO based water purifiers are the most expensive section of the water purifier market and are priced at Rs 13,000 and above.

Philips, on the other hand, which uses UV-based technology to purify water, has dropped its price to Rs 6,995 from the initial launch price of Rs 8,500. Industry sources say its struggle to establish itself in the market with lesser priced water purifiers by competitors has been difficult.

As HUL airs its TV campaigns on how using Pureit will give freedom from boiling water, Eureka Forbes has signed on celebrity Smriti Irani for communicating its benefits.

The past promotional programs involves periodic advertising in area newspapers, distribution of flyers, door-to-door sales through sales agents. The RO filter market is served quite well, through several methods of distribution and many options and products available to the consumer

External Analysis

Customer Analysis

Buyer Needs

Water is a major element required for human survival and thus clean, safe drinking water is a necessity for a healthy and safe lifestyle. In Indian society water safety has for the most part been taken for granted up to the last several years, but now due to industrial and environmental pollution consumer’s perceptions has changed. People concerned with the safety of drinking water now recognize a need to buy clean drinking water or to purify their own water. Forty-two percent of people use water treatment devices because they feel it makes their water safer.

Those who do not like the current taste of their water can be assumed to encompass the other element of consumer need. Forty-three percent of people use water treatment devices because they feel it makes their water taste better .

During the 2007 survey this figure grew from 48% of people being replaced by 60% of people use a filtration system for health-related issues.

Decision Type

Buying an RO system is an extensive decision due to the relatively substantial cost involved and the wide variety of competitive products on the market. Since most RO filters operate on the same principle of purifying water, the consumer would attempt to find value in quality, number of filtering stages, capacity of the system and ultimately price. Since a wide variety of choices exist personal selling plays an important role in convincing the consumer that a product holds higher merit and value than the competitor’s product.

SWOT Analysis

Product

Company

Strengths

High quality product, manufactured in delhi, assembled in U.P.

Water Quality Association member

All components are NSF approved.

Close relationship with suppliers.

Easily customize product to meet consumers’ needs.

Extremely competitive price and compensation structure

Offer 5-Stage unit at better price than competition.

Recent media exposure regarding unhealthy drinking water in india.

1st housing clear to see condition ofpurifier.

Owner has extensive experience with water treatment problem solving.

Produces pure drinking water at low costs.

Weaknesses

Large amount of personal selling

Relatively unknown name in india.

Variety of substitutes, including bottled water.

Large number of competitors/substitutes in a fragmented market.

High barriers to entry into Big Box stores.

Opportunities

Several very large possible target markets.

To become perceived as sympathetic towards customers concerns and well-being.

Utilize the Internet as a customer relationship management tool.

Reduced public confidence in municipal water treatment centers.

Threats

Governmental regulations regarding water purification products.

Competitive retaliation to Rosmosis entering the market with a competitive product at lower prices.

Clean water is one of the most important needs of our bodies. It is a sad fact that something as essential to life as clean drinking water can no longer be granted to us. Unsafe water is not just a third world problem. In fact, safe drinking water is even harder to find specially in industrially developing countries such as the India.

According to research articles and news, most tap and well water in India now are not safe for drinking due to heavy industrial and environmental pollution.We have reached to a point that, all sources of our drinking water, including municipal water systems, wells, lakes, rivers, and even glaciers, contain some level of contamination.

A good water filter is the best and maybe the only solution nowadays. You can install and maintain the filters yourself and can ensure and feel safe about the water which you and your family drink. Just make sure the filter you choose removes the most spectrum of contaminants. Usually a professional filtration system worth invest-in is a 4 to 5 stage water purifier system. Each stage will remove certain types of contaminants, and all stages combined should protect you from just about every contaminant. provide information among 70% of target audience:

Areverse osmosis water filter with activated carbon pre-filters, plus an ultraviolet light, are what we believe to be the most thorough and cost effective way to purify drinking water. Such a system willpay for itself within half a yearand can last 10-15 years with easy annual filter change create an image among 60 % of target audience:

To create an image which provide best quality with low prices and create a brand that is trust worthy . by showing benefits that is getting most purified water at a cost os 36 paise / lit and taste too. stimulate trial of new product among 55% of target audience will make people motivated to try new product to see its features and see its advanced quality by implementing sales promotion techniques and personal selling like coupons and sales presentation.

Budget allocation

Percentage of the budget is stated for indicating the allocation

Estimated budget : 50000000

Promotional budget estimate ( in lakhs)

Advertising

TV Commercial 50 lakhs

(Production & broadcasting)

Newspaper advertisement 8 lakhs

(Design & publishing)

Magzine 10 lakhs

Radio advertisement 20 lakhs

Event

Exhibition(venue & Setup, etc) 50 lakhs

Direct Marketing

Mailing(design, printing & postage, etc) 4 lakhs

Personal selling

sales presentations 20 lakhs

sales meetings 5 lakhs

incentive programs 85 lakhs

Sales promotions

Contests; Games;Lotteries; premium and gifts;

fair and trade shows; demonstrations; coupons;

rebates; low-interest financing . 100 lakhs

IMC STRATEGIES

The campaign objectives of GANGA water purifier.

Advertising strategy

Advertising design :Story board is to make people aware of water related deseases.

Type of appeal : emotional.

Target audience :housewifes, working group.

Message strategy :GANGA WATER FILTER

Meaning : the name is kept as ganga because ganga is known to be the most pure.

Tag Line : SWATCHTA KI PHECHAN

Media selection: television, newspaper, magazines, internet, etc.

The Unique Selling Proposition

Excellent customer service response time.

Very compititive pricing.

Technical suppor available via phone and email.

Online water diagnosis at

http://www.gangapurifier.com/daignose_my_water.php

Free basic water testing available.

Custom water filter systems for special water conditions.

Water quality association member.

Other promotional tools strategy

•What other promotional tools to be selected and why?

Personal selling sales presentations sales meetings incentive programs

Public relations

Seminars:

will give seminars on the topic of environmental pollution . How water causes deseases and how can we avoid it by using a water purifier and how ganga water purifier helps your family with this .

charitable donations:

will donate money to the areas where water purification projects are going on .

publications:

will release a monthly publication of what achievements are made my the company.

community relations:

Our aim is to increase their knowledge and understanding of what we do and where we’re going, so that they can feel part of “our community” and where appropriate join with us Sales promotions

Contests:

will organise contests which will be on the theme of water or environmental pollution and ganga water purifier will make people aware of this.

Games:

will organise games at major areas like universities ,government offices on the name of ganga water filter.

lotteries:

will tie up with some very gud brands and ganga water purifier will be distributed as lotteries.

GANGA WATER PURIFIER : SWATCHTA KI PEHCHAN

Creative tactics for television

Vedio : the visual will communicate the message given by ganga water purifier that it is give the most purified water compared to others and will provide with many user friendly functions with really competitive pricies.

Audio: the audio will be created which will force consume r to see the vedio and will help an appropriate mood

Jingle used: live a healthy life

Company : ganga water purifier

BIBLIOGRAPLY

www.jobsdb.com/HK/EN/V6HTML/…/IMC_Plan_Outline.pdf

www.digg.com/educational/Sample_IMC_Plan

www.drypen.in/…/developing-an-integrated-marketing-communication-plan-imc.html

www.ethicsbasedmarketing.net/…/Sample%20IMC%20plan%20template.pdf

faculty.fullerton.edu/mjoyce/Materials/IMC_Plan_Outline.htm

www.kult-educ.org/wksp/imc-4/files/ibrahim/IMC-4_1-2.ppt