Marketing strategy for ganga water purifier

Marketing dodge for ganga peeing purifierIMC PLAN FOR WATER PURIFIERIntroductionInternal depth psychologyFirms promotional CapabilitiesThe up-to-the-minute marketing strategy for ganga water purifier is a push strategy, utilizing personal sell via a gross revenue force with limited advertising to increase brand aw areness. The current promotional pleat involves periodic advertising in area newfangledspapers, a yellow pages ad, dispersion of flyers, door-to-door sales by means of sales agents, and telemarketing performed by sales agents. The current RO dawn market is served quite well, through several methods of distribution and many options and harvest-tides available to the consumer. Currently, 30% of end consumers purchased their home water treatment system from local anaesthetic water treatment dealers, 26% from a department or discount store and 25% from a home improvement centre.Product/Service AnalysisThe RO filter market can be described as fragmented. There are many competing Products in the marketplace and no one have more(prenominal) 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 take up from and typically Only carry a single brand of RO filter.Major companies into this business areEureka Fobs , Hull ,Ion exchange,PhilipsIndustry experts say that in India threesome types of water purifiers are being marketed now ultra-violet based, reverse osmosis and resin based. The countrys largest water purifier give birthr 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 plane section of the water purifier market and are wrongd at Rs 13,000 and above.Philips, on the other hand, which uses UV-based technology to pur ge water, has dropped its price to Rs 6,995 from the initial launch price of Rs 8,500. Industry sources say its contest 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 DescriptionReverse 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 mint the drain. This form of water treatment is one of the most effective methods for producing high theatrical role drinking water available on the market today criticism of Past Promotional ProgramsIn 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 depart 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 node AnalysisBuyer NeedsWater is a major element required for hum an 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 belong several years, but now due to industrial and environmental pollution consumers 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 share of people use water treatment devices because they tincture 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 TypeBuying an RO system is an extensive decision due to the relatively substantial cost tough 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, good turn 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 competitors product.SWOT AnalysisProductCompanyStrengthsHigh quality product, manufactured in delhi, assembled in U.P.Water Quality companionship memberAll components are NSF approved.Close relationship with suppliers.Easily customize product to meet consumers needs.Extremely competitive price and compensation structure raise 5-Stage unit at better price than competition.Recent media exposure regarding unhealthy drinking water in india.1st housing clear to see delimitate ofpurifier.Owner has extensive experience with water treatment problem solving.Produces pu re drinking water at low costs.WeaknessesLarge amount of personal sellingRelatively 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.Opportunitiesseveral(prenominal) very large possible target markets.To become perceived as sympathetic towards customers concerns and well-being.Utilize the Internet as a customer relationship perplexity tool.Reduced public confidence in municipal water treatment centers.ThreatsGovernmental 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 requisite 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 modifiedly in industr ially developing countries such as the India. correspond 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. from each one 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 hearingAreverse osmosis water filter with activated car bon 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 produce an image among 60 % of target audienceTo create an image which provide best quality with low prices and create a brand that is trust quotable . 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 allocationPercentage of the budget is stated for indicating the allocationEstimated budget 50000000Promotional budget estimate ( in lakhs)Advertising TV Commercial 50 lakhs(Production broadcasting) Newspaper advertisement 8 lakhs (Desig n publishing)Magzine 10 lakhsRadio advertisement 20 lakhs resolution Exhibition(venue Setup, etc) 50 lakhsDirect MarketingMailing(design, printing postage, etc) 4 lakhs Personal sellingsales presentations 20 lakhssales meetings 5 lakhsincentive programs 85 lakhsSales promotions Contests GamesLotteries premium and gifts fair and trade shows demonstrations couponsrebates low-interest financing . 100 lakhsIMC STRATEGIESThe campaign objectives of GANGA water purifier.Advertising strategyAdvertising design Story board is to make people informed of water related deseases.Type of appeal emotional.Target audience housewifes, working group.Message strategy GANGA WATER FILTERMeaning the name is kept as ganga because ganga is known to be the most pure.Tag Line SWATCHTA KI PHECHANMedia selection television, newspaper, magazines, internet, etc.The Unique Selling PropositionExcellent customer service result time.Very compititive pricing.Technical suppor available via phone and email.Onl ine water diagnosis athttp//www.gangapurifier.com/daignose_my_water.phpFree basic water testing available.Custom water filter systems for special water conditions.Water quality association member.Other promotional tools strategyWhat other promotional tools to be selected and why?Personal selling sales presentations sales meetings incentive programsPublic relationsSeminars 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 periodic publication of what achievements are made my the company. confederacy relations Our aim is to increase their knowledge and understanding of what we do and where were going, so that they can feel part of our community and where appropriate join with us Sales promotionsContests will orga nise 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 PEHCHANCreative tactics for televisionVedio the visual will communicate the heart and soul 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 frequency will be created which will force consume r to see the vedio and will help an appropriate moodJingle used live a healthy lifeCompany ganga water purifierBIBLIOGRAPLYwww.jobsdb.com/HK/EN/V6HTML//IMC_Plan_Outline.pdfwww.digg.com/educational/Sample_IMC_Planwww.drypen.in//developing-an-integrated-marketing-communication-p lan-imc.htmlwww.ethicsbasedmarketing.net//Sample%20IMC%20plan%20template.pdffaculty.fullerton.edu/mjoyce/Materials/IMC_Plan_Outline.htmwww.kult-educ.org/wksp/imc-4/files/ibrahim/IMC-4_1-2.ppt