"A Report On Bottle Water": MKT202 Section-1 TEAM:03

A Report On Bottle Water
A Report on Bottle Water

Jul. 26
MKT202 Section-1 TEAM:03
Submitted By Name Farhana Ahmed Annie Farjana Jerin Mahmood Nusrat Yasmin Mushfika Khan Adhara S. M. Samiul Haque ID 1210097030 1210126030 1210112030 1210701030 1210156030
Submitted To Mr. Md. Anwar Sadat Shimul (AwS) Lecturer North South University Date of Submission 29-07-2012
Jul. 26
Executive Summary
Water is the most important thing that fulfills an individual needs and wants. It is a useful product and a convenience product. We can get it in bottle. The price of this product is relatively low. We can get the drinking water in the market in many volumes; the maximum liter of this product is 5 liter. We can get this product from retail store. To buy this product, we pay for it in cash. Retailers store it in refrigerator and shelf. Consumers are influenced by advertisement to buy this product for their daily use. There are different types of brands in market. Most of the brands are popular. Our five group members have worked on product, product price, distribution system and promotional activities of drinking water. We also try to know the current brand and current market practice of this product. These are all a short discussion about our drinking water.
Table of Contents
Brief Introduction of the Product and the Brands: ............................................................. 4 Product Analysis: ................................................................................................................. 5 Compare: .......................................................................................................................... 5 Contrast: ........................................................................................................................... 6 Price Analysis: ...................................................................................................................... 7 Promotional Strategy: ......................................................................................................... 8 MUM-Pure Trusted Taste ............................................................................................. 8 FRESH: LETS Drink To LIFE ............................................................................................. 9 Pran Drinking Water ....................................................................................................... 10 Spa .................................................................................................................................. 10 JIBON: ............................................................................................................................. 11 Introducing a new brand: .................................................................................................. 19 Market Strategy for a New Brand: ................................................................................. 19 Geographic Segmentation: ............................................................................................ 20 Demographic Segmentation: ......................................................................................... 20 Psychographic Segmentation: ........................................................................................ 20 Target market: ................................................................................................................... 20 Targeting Strategy: ......................................................................................................... 20 500ml:............................................................................................................................. 21 1liter: .............................................................................................................................. 21 2 liter: ............................................................................................................................. 21 5 liter: ............................................................................................................................. 21 The Marketing Mix: Product .......................................................................................... 22 The Marketing Mix: Price ............................................................................................... 22 The Marketing Mix: Place .............................................................................................. 23 The Marketing Mix: Promotion ...................................................................................... 23 Conclusion: ........................................................................................................................ 23
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Jul. 26
Brief Introduction of the Product and the Brands:

The main purpose of our report is to know about drinking water, its market size, types of running current brand and need of the consumers. As our product is concerned about drinking water, we have tried our level best to identify the different types of brands available in the market. The concept of bottled drinking water entered in Bangladesh in 1996. Water is one of the most consumed liquid. After researching on the market of Bangladesh, we have come to know that Mum, Super Fresh, Spa, Pran and Jibon are the top selling brands of packaged drinking water that are available in the market. The main purpose of our report is given below: 1) Distinguish the top 5 brands running. 2) To know about the product and product label, product package, label information, manufacturing company, what are the mineral compositions used in the mineral water, what are features of the product. 3) To find out the prices of different brands and its content volume. 4) To compare and contrast in this 5 top brand of drinking water. 5) To know the level of customer satisfaction and their comments.
The other purpose of our report is that how the companies do their practice in market. In our market survey we find 5 top brands of drinking water in our country. They have been ranked as follows
1. Mum 2. Fresh
Jul. 26 3. Pran
4. Spa 5. Jibon These five brands share one thing in common; they maintain their standard in producing and marketing their drinking water. Mum is leading the drinking water market because of its natural taste, different bottle design, ease to pronounce the brand name MUM. It is a product of Partex Group. The second leading brand is Super Fresh, produced by Meghna Group. The main feature of this brand being in the top five is its packaging size of 1 liter and 2 liter. Pran drinking water is produced by Pran. It has a natural taste. The fourth is Spa produced by Akij group. Finally, the last brand is Jibon which is produced by City Group. These top five brands are from five groups of companies who are also market leader in the other industries. Product Analysis: Compare: After comparing among these 5 top brands we have found that these 1. Levels of product and services: The core product of all these five brands is the purified water. These five brands are trusted for their quality of their produced and marketed drinking water. And these five brands provide the same core benefit, providing drinking water that meets the standard. All of these brands of drinking water are certified by the BSTI, which means they have to always maintain the standard that they are providing now. 2. Product Attributes: TDS, Calcium, Sodium, Lead, Chloride these are the common in the mineral composition of Mum, Super Fresh, Pran, Spa and Jibon. From these five major brands we have found that Nitrate (No2), Mercury (Mg) is
not found in the water of these five brands. These brand produces water having TDS <500 mg, Cadmium <0.003 and Chloride <250. Other mineral concentration
Jul. 26 is
almost same. Arsenic is not found in Mum, Super Fresh, Spa and Jibon. Each
brand has mentioned at least eight mineral elements available in the water. 3. Brand Name: From these five Brands we have found that Pran, Super Fresh these two brands name are based on their parent company. A huge number of products is produced by Pran and Super Fresh such as Pran Masala, Fresh Milk, Fresh Flour, Pran chocolate, etc.Therefore, they cannot differ their product by their name. 4. Packaging and Labeling: One thing is common among all these five brands are that they market drinking water in PET bottle. From these five brands the packaging of Spa, Jibon, Super Fresh, and Pran for 500 ml is very easy to carry. Each of these brands water bottles produces 500 ml water in almost in same sized PET bottle. Each brands bottle has a labeling that covers the middle surface of the bottle. The level of these 5 brand bottle has their logo, Mineral concentration, Date of production and expire, weight, bar code,price,BSTI logo etc.The label of these brands are also very attractive.
Contrast: 1) Product Attributes: Of these five brands we have found that only Pran has Arsenic about 0.01 mg. Other four brands Mum, Super Fresh, Spa, Pran and Jibon have no presence of Arsenic in their mineral composition. 2) Brand Name: Mum, Jibon and Spa are individual brand name. They can be differentiated by their own name. The product can be differentiated by their own name. The brand name if Mum has its own appeal because it is very easily pronounced and small in characters. On the other hand, it is hard to pronounce the name of the brand Super Fresh. The slogan of Mum is Pure Trusted Taste. The idea of being pure and
tasty resides in the mind of the ultimate customers, which brings Mum as the market leader to us.
Jul. 26
3) Packaging and labeling: The bottle of Super fresh for 1 little and two liter is designed giving preference to the ease of carrying. The 1 liter and 2 liter pack of Super Fresh has PET bottle having space for grabbing. The leveling of all these brands is almost same except Spa that shows the picture of nature, and Jibon of which the level is transparent. Pran drinking water comes in a unique size of 600 ml in the market having a blue label on it. In the label, Super Fresh has emphasizes on the mineral elements that are available in the water by mentioning 12 contents, other 4 companies has only mentioned the top 8 mineral elements. The label of Mum drinking water label is dark blue in color where everything is written in silver on the other hand the label of Jibon is transparent and it is hard to read the information written in the label. We can conclude by saying that no matter what the brand name each drinking water has, their size of bottle and packaging, or parent company, all these major five brands has one thing in common that they all produce drinking water keeping the standard maintained by BSTI.The market of drinking water is raising in the context of Bangladesh. Price Analysis: In the chart below, we have given the market price of the drinking water and the types of volume available in the market.
Name of the brand 1.MUM 2.Fresh drinking water 3.Pran drinking water 4.Spa 5.Jibon
500 ml 1 liter Tk.15 -Tk.15 Tk.15 Tk.15 Tk.15 Tk.18 -Tk.20 Tk.25
Price 1.5 liter 2 liter Tk.25 --Tk.25 --Tk.30 Tk.30 Tk25 Tk.30
2.5 liter ------
5 liter Tk.65 Tk.60 -Tk.65 --
Promotional Strategy:
Jul. 26
The demand for drinking water is increasing rapidly, as people have become more conscious about health and take precaution against water borne diseases. Bottled drinking water is easy to carry and always assured better water quality. As we found the five top brand drinking water in Bangladesh, now we will be discussing the promotional strategy done for each brand. MUM-Pure Trusted Taste The most preferred brand of drinking water in Bangladesh is MUM (Pure Trusted Taste). Partex Group is among the large Bangladesh private sector manufacturing and service based enterprises, owning and operating over twenty units giving value for money to all customers. Partex Beverage Limited was established on 1997, and it is a company under the umbrella of Partex Group. Partex Beverage Ltd. launched beverage under the name of Royal Crown and after three years it introduced a drinking water in Bangladesh which is known as MUM. When a customer buys a product, maximum time they are influenced by someone or something. Mum drinking water has attracted their targeted customer by designing an attractive promotional mix such as advertising, sales promotion, personal selling etc. An organization always designs their promotional mix to increase the awareness about the product to the target market. Partex Beverage Group has chosen advertising to increase the awareness, By using the advertising as their strength still now Mum is known to be most preferable brand in the market. They have designed the advertisement to inform the market and encourage the customers to buy their product. They found advertisement to be most easier and convenient way to reach the target customers. They have designed the advertisement based on content (rational), structure (what the benefit customer will get from the product) and format (color). At first, Partex Beverage Ltd. wanted to turn their big idea into actual ad execution that will capture the target markets attention and interest, thats why Partex group has selected two media-1) Television.2) Billboards. Using these two media, MUM had started their journey. In the advertisement, MUM has provided meaningful, believable information about the product. It designed the ad in such an interesting and innovative way that will hit peoples mind and definitely drive individuals attention towards MUM. Mum drinking water is famous because of its quality and design which actually differentiate Mum from other brand. Mum is available in most of the area in Bangladesh.
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Mum drinking water has got a very easy pronunciation brand name and it has got a tag line Pure Trusted Taste. It attracts the customers even more to buy the product. The price of any volume and size of bottle is cheap. Mum drinking water is building good and Jul. 26 long-term relationship with its consumers. Mum has got public relations with their customers thats why is known to be the number one brand.
Mum will always be the best brand because it tastes good and the purifying water is satisfying a customers need. FRESH: LETS Drink To LIFE Super Fresh natural drinking water is treated by Reverse Osmosis Ultraviolated and Ozonated. It is also manufactured by the United Mineral Water and PET IND Limited. An enterprise of Meghna Group of industries. It is the preferable brand like all other brand. Super Fresh drinking water also follows a promotional mix, which is also known as a marketing communication mix. Super Fresh follows the advertising process to promote its product. They actually grab the attention of its customers by forming different types of advertisement. It basically goes for informational advertisement. So that, by seeing the advertisement the consumers can easily get a clear idea about the product. It has a tagline, Lets Drink to Life. Some consumers are little aware of the brand in case of drinking water but some are very much brand conscious. The consumers always look for best quality and affordable price. Compared with other brands Super Fresh drinking water has chosen non-personal communication channels among the media such as, television, newspaper, billboard, radio, etc, where it carries messages about the product without personal contact, feedback, including major media, atmosphere and events. It is the process that affects the buyers quickly. Like every other brand, to keep its existing consumers they usually build good and longterm relationship with the consumers. Building good relationship does not mean only building a relationship between the company and its consumer but also along with other various publics. If Super Fresh did not have any public relation, then it would not be in the place where it is now. A brand good image stories and events play an important role in consumers buying decision.
Pran Drinking Water Pran Drinking Water has two kinds of promotional mix. One is advertisement and
Jul. 26 another is public relation. Pran Drinking Water has one television advertisement which is
broadcast in some Bangladeshi channels. It is a thirty seconds advertisement. They also use billboards, posters and banners. In the advertisement they have shown the Slice Of Life: The advertisement of Pran Drinking Water shows that people of all age are starting day with exercise and Pran water bottle. Life Style: The advertisement shows that Pran Drinking Water is suitable for everyone. Mood or Image: The advertisement creates an image that Pran Drinking Water is purified by Germen technology. Personality Symbol and Technological Expertise: The advertisement explains how the water is sterilized by Germen Ozone Technology and purified by Reverse Osmosis System. Words: Pran Drinking Water Proti Photai Pran. Besides broadcasting television advertisement Pran also uses billboards, posters and banners. They have some billboards of Pran Drinking Water in highways. They show some posters in the petrol pumps to attract the attention of the passengers and drivers of long journey. In some retailer shops they put banners of Pran Drinking Water. Their advertisements are meaningful and believable. Pran Drinking Water has good relationship with suppliers, employees and intermediaries. They try to ensure that all the wholesalers and retailer are happy to sell their product and they are satisfied. In some restaurants they use Pran Drinking Water only. Spa For promoting Spa drinking water Akij food & beverage limited use the combination of personal selling, advertising, sales promotion and public relations along with its other product line of AFBL.For Spa drinking water, AFBL mainly use following types of advertisement:1)Printed form:Newspaper,Magazines, Billboards.2)Audio form: Radio.3)Visual & verbal form: Television Commercial Message execution style: Slice of Life: Spa drinking water commercial advertisement used the slice of life execution style. In the advertisement we see children are swimming & playing with water in the river, girl coming out from the car during raining, boys playing football during raining all are the moments of life. Spa ad maker tried to focus on the peoples love & emotions for water.
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Spa uses several types of media for advertising, these includes, Newspapers (daily newspapers), Television, Radio, Magazines, Outdoor (billboards & transport), Internet (YouTube, Facebook).
Jul. 26
Spa drinking water does not do any public relation as the name of the brand. It is a product of AFBL. Akij food & beverage limited does their public relations through building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image. Akij Group is also involved in sociocultural activities. The Group has been operating a sizeable orphanage free of charge in district town. The Group has also acquired a modern mother & children hospital previously owned by Save the Children (UK). The hospital is being operated as a nonprofitable concern by Ad-Din Welfare Trust.
JIBON: City group mainly use advertise as their promotion tool. Types of advertisement: City Group promoted all kinds of advertisements, which bring about uplift into the brand scenario for the company. We promote various aspects of our products starting from print to TV Commercials and various other forms of advertisements to promote our products. Media analysis: Newspapers (daily newspapers), Television, Radio, Magazines, Outdoor (billboards & transport), Internet (YouTube, Facebook). In Jibon drinking water TV commercial, the ad maker used the fantasy execution style. Natural sources of pure water have been shown in the advertisement. Ad maker tries to relate their jibon water is so pure like the water from river, ice, fountain, sea water etc.City Group is engaged in a variety of social work. It is caring about the environment, consumer health, hospitals, promotion of consumer items and a lot more. With the prime concern to the care of the consumers, City Group is always engaged in a variety of corporate activities in the country.
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Jul. 26
We have asked 50 consumers about their opinion about the quality, taste, brand, etc about the drinking water available in the market. We have asked them some questions. The data shown below are found after surveying 50 people:
Q: 1.GENDER: Gross Male Female Total 25 25 50 Percentage 50% 50% 100%
Q: 2.AGE (YEARS): 16-25 26-34 35-44 45+ Total Gross 20 10 10 10 50 Percentage 40% 20% 20% 20% 100% Male 10 5 5 5 25 Female 10 5 5 5 25
Q: 3.Highest education: Gross Primary SSC HSC Undergraduate Graduate Post-graduate and above Total Percentage Male Female
10 21 13 6 50
20% 42% 26 % 12% 100%
5 9 7 4 25
5 12 6 2 25
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Q: 4.Monthly income in BDT: Less than 10000 Jul. 26 10000-19999 20000-29999 30000-49999 50000 or more Total Gross 18 8 5 9 10 50 Percentage 36% 16% 10% 18% 20% 100% Male 6 5 3 5 6 25 Female 12 3 2 4 4 25
Q: 5.How often do you drink bottled water? Everyday Twice a week Once a week Twice a month Once a month Some months in a year Total Gross 15 14 5 7 5 4 50 Percentage 30% 28% 10% 14% 10% 8% 100% Male 9 9 1 3 2 1 25 Female 6 5 4 4 3 3 25
Q: 6.Where do you buy bottled water mostly? Gross 2 17 28 3 50 Percentage 4% 34% 56% 6% 100% Male 8 15 2 25 Female 2 9 13 1 25
At the super-market At restaurants. cafeteria At general store Others Total
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Q: 7.What is your main reason to use bottled water? It 26 Jul.tastes better than other drinks It is healthier/safer than other drinks It is convenient and easy to consume It is portable Total Gross 5 25 11 9 50 Percentage 10% 50% 22% 18% 100% Male Female 5 8 6 6 25
17 5 3 25
Q: 8.What is your preferred brand for bottled water? Gross 36 11 1 1 1 Percentage 72% 22% 2% 2% 2% 1 Male 19 5 Female 17 6 1 1
MUM Fresh Jibon Spa Shanti Evian Pran Muskan Acme Other Total
50
100%
25
25
Q: 9.If another company offers special discount, will you change your current preferred brand? Yes No I am not sure Total Gross 8 28 14 50 Percentage 16% 56% 28% 100% Male 2 13 10 25 Female 6 15 4 25
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Q: 10.What is your preferred bottled water? 500 ml 600 ml 1 liter 1.5 liter 2 liter 3 liter 5 liter Total Gross 43 2 3 1 1 50 Percentage 86% 4% 6% 2% 2% 100% Male 19 1 3 1 1 25 25 Female 24 1
Jul. 26
Q: 11.How much are you willing to pay for a good quality bottled water of 500 ml? Less than 10 taka 10-12 taka 13-15 taka More than 15 taka Total Gross 1 22 24 3 50 Percentage 2% 44% 48% 6% 100% Male 10 14 1 25 Female 1 12 10 2 25
Q: 12.To what extent do the following factors influence your buying behavior of bottled water? Quality: High influence Medium influence Low influence No influence Total Gross 46 4 Percentage 92% 8% Male 23 2 Female 23 2
50
100%
25
25
15
Price: Gross 10 32 5 3 50 Percentage 20% 64% 10% 6% 100% Male 5 17 1 2 25 Female 5 15 4 1 25
Jul. 26High
influence Medium influence Low influence No influence Total
Brand name: Gross High influence Medium influence Low influence No influence Total Packaging: High influence Medium influence Low influence No influence Total Availability: High influence Medium influence Low influence No influence Total Gross 23 22 5 50 Percentage 46% 44% 10% 100% Male 10 12 3 25 Female 13 10 2 25 Gross 20 23 7 50 Percentage 40% 46% 14% 100% Male 8 12 5 25 Female 12 11 2 25 23 22 5 50 Percentage 46% 44% 10% 100% Male 13 9 3 25 Female 10 13 2 25
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Promotion: Gross
Jul. 26High
Percentage 8% 32% 38% 22% 100%
Male 3 5 10 7 25
Female 1 11 9 4 25
influence Medium influence Low influence No influence Total
4 16 19 11 50
Q: 13.Bottled water has higher quality standards (safer) than the purified water at home? Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total Gross 4 5 5 21 15 50 Percentage 8% 10% 10% 42% 30% 100% Male 3 2 3 11 6 25 Female 1 3 2 10 9 25
Q: 14.Bottled water is much healthier than fruit juices? Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total Gross 11 20 12 5 50 Percentage 22% 40% 24% 10% 100% Male 5 11 5 4 25 Female 6 9 7 1 25
Q: 15. Bottled water is much healthier than carbonated water (soft drinks)? Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total Gross 24 21 5 Percentage 48% 42% 10% Male 11 11 3 Female 13 10 2
50
100%
25
25
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Q: 16.The quality bottled water in Dhaka is reliable? Strongly Agree Jul. 26 Agree Neither agree nor disagree Disagree Strongly Disagree Total Gross 4 17 19 7 3 50 Percentage 8% 34% 38% 14% 6% 100% Male 3 8 7 4 3 25 Female 1 9 12 3 0 25
Q; 17.I am satisfied with the taste of bottled water in Dhaka. Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total Gross 4 28 13 5 50 Percentage 8% 56% 26% 10% 100% Male 2 16 5 2 25 Female 2 12 8 3 25
Q: 18.Bottled water is a good alternative to fruit juices in terms of quenching thirst? Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total Gross 15 30 1 4 50 Percentage 30% 60% 2% 8% 100% Male 10 12 1 2 25 Female 5 18 2 25
Q: 19.Bottled water is a good alternative to carbonated drinks (soft drinks) in terms of quenching thirst? Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total Gross 10 24 11 4 1 50 Percentage 20% 48% 22% 8% 2% 100% Male 5 12 5 3 25 Female 5 12 6 1 1 25
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Q: 20.I am confident that most of the bottled water in Dhaka are of same quality.
Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total
Strongly Jul. 26
Gross 3 5 7 24 11 50
Percentage 6% 10% 14% 48% 22% 100%
Male 3 2 14 6 25
Female 3 2 5 10 5 25
Introducing a new brand: Brand name: Ocean Drinking Water. Tagline: Feel the Purity Market Strategy for a New Brand: We just need to create a product that a particularly group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then we have got it made! Theres a lot of truth in this idea.However,a lot of hard work needs to go into finding out what customers want and identifying where they do their shopping. Then we need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time. But if we get just one element wrong, it can spell disaster. We could be left promoting drinking water on an old care home center, or selling it at a price that is too high-or too low-to attract the people we are targeting. Ocean is a premium drinking water, produced to the highest standard of safety and purity. The company is seeking to provide customer with pure drinking water on suitable prices make the product as convenient as possible. The slogan of our drinking water is feels the purity. Market Segmentation: For getting the maximum market share and respect of the product in the minds of the consumer, as per our observation and market survey we have concluded that Ocean Waters segmentation is based on two points.
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Geographic Segmentation.
Jul. 26Demographic
Segmentation.
Psychographic Segmentation. Geographic Segmentation: Our company will divide its geographic segmentation in several regions. We are starting our business in our country only. We segment our country in cities, town and villages.
Demographic Segmentation: For our business, we segment our population to two parts according to age: i) Kids ii) Adult and above .They can use the product as per need. In order to the family size, we segments families into two groups i) Small family (2-4 members) ii) Large Family (more than 4 members)
Psychographic Segmentation: In according to the social class we segment our population in three categories upper class, middle class and lower class.
Target market:
The drinking water market is very large. The target market for Ocean drinking water is as wide as it satisfies the needs for many different consumers. Targeting Strategy: After segmentation we are targeting some groups as our target market. From geographical segmentation we are targeting the cities and towns mainly. In our country the village people are not in position to buy drinking water but still we will supply our drinking water to villages in small number. From demographic segmentation we are targeting both the families small and large size. According to social class we are targeting the upper class and middle class mainly because the lower class of our country is not able to buy drinking water. But the price of 500ml is not that much expensive so lower class people can afford it.
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According to our observation and market survey, we are targeting different types of people and lifestyles.
Jul. 26
500ml: This is the smallest size of Ocean Water of 0.5L. This size is being heavily used by the consumers in place of soft drink. University and Colleges are also included in its target market of this size. People of all age can buy it to carry it during working hours and journey. The price of 500 ml is low thats why people can afford it. 1liter: This is the second size of the Ocean Water which is about 1 L. This size is being used in mostly meetings. You can say that any kind of organizational meeting or any other social meeting, this product is being used. 2 liter: This is the third size of the Ocean which is used in mostly houses and offices. This is the fully household product and also using in executive rooms in offices with the dispensers. For small size family members it is easy to carry while the journey and family picnic. 5 liter: The bottle of 5 liter is for large family having more than 4 members. It is designed so nicely that the bottle can be easily carried, though it is little bit heavy.
Positioning:
The main theme of our product is we are selling pure water. Rests of the water products are using chemicals which can be harmful for the human body but Ocean is the only water product which is pure in nature. That is also the unique selling point of Ocean drinking water. This is the most powerful point that is in the mind of the customers while purchasing any water bottle in their routine life. The brand name is also very important for the consumers. The slogan of Ocean is Feel the Purity. That is very attractive slogan people can attract from. Ocean is a brand which explains a big symbol of quality to customers. Ocean drinking water shows in their ads about the purity of water and the water need for your body. The quality of our brand is good that attract the consumers to buy our product. It is 100% trustable. The bottle design of Our brand is unique that differ it from other existing brands.
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The Marketing Mix: Product Products come in several forms. Consumer products can be categorized as convenience goods, for which consumers are willing to invest very limited shopping efforts. Thus, it is Jul. 26 essential to have these products readily available and have interesting brand name. The product of the new brand is the bottled water. Here, the core benefit of the product is the water. Its actual product is the brand name, labeling, packaging, etc.The brand name of our product is OCEAN DRINKING WATER and tagline for the brand is Feel the Purity. Our brand is an individual brand and we keep the name of the brand easy to pronounce so that the consumer do not feel difficulty while buying the product. We give all the details of the drinking water on the labeling of the bottle. In the labeling, we clearly stated the name of the brand, tag line, mineral composition used for making the water, what the product actually has etc.The new product is available in a plastic container. The size of the bottle varies according its volume. We provide the 500 ml in PET bottle and it is easy to carry. On the labeling, we give the name of manufacturing company, the logo, etc. On the body of the bottle we give the manufactured date, expired date clearly.
The Marketing Mix: Price Pricing strategy for a new product is really a challenging thing, especially, in the introductory stage. For pricing a new product we have to consider the quality and design of the product along with other marketing consideration. Price plays an important role. We have done the survey before launching the product. We have asked the consumers about the price that they preferred for drinking water. We have seen that people are willing to pay different prices for different size of bottle. Thats why we have set the price shown below.
Name of the brand OCEAN DRINKING WATER Price
500 ml Tk.14
1 liter Tk.20
2 liter Tk.30
5 liter Tk.55
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The Marketing Mix: Place 'Place' is concerned with various methods of transporting and storing goods, and then making them available for the customer. Getting the right product to the right place at the Jul. 26 right time involves the distribution system. As we all know that another name of water is life. Thats why we made our product drinking water available almost everywhere, such as, in general store, hotels, school, and university canteen etc. Our product is also available in villages also. The Marketing Mix: Promotion Promotion is the activities that communicate the merits of the product and perusable target customers to buy it. A real company mostly spends a lot of money in advertising, just to tell the customers about the company as well as its product. For this new product we will go for non-personal selling such as will go for sales promotion if we can satisfy customer needs. Then we will be able to build long term relationship with them. In special occasion we can give special discount to the customers to maintain the relationship so that consumers do not switch to other brand. At the introductory stage, we will do the free sampling to awareness of our product to the targeted customers. In this Ramadan, introducing the drinking water is very brilliant idea bottled water for those consumers we can do free sampling to increase the awareness.advertising. In advertising we
will choose the media such as TV ads, radio, newspaper, billboard etc. To increase the popularity of the product, we can make any famous person model of the advertisement, such as Mohammad Ashraful etc. This new product
Conclusion:
Drinking water is one of the necessary products available in market. There are various types of brands in the market. Most of the brands are preferred by many class of people. Though we discuss about the detail information of top 5 brands of drinking water, many new companies are trying to enter in the market. But the path of those companies will be so difficult. All the new companies have to maintain a standard quality, a reasonable price, a huge advertisement in television, radio and print media. And also the company has to maintain a strong distribution system to fight with the top companies.
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A Report On Bottle Water