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A Report on Bottle Water
MKT202
Section-1
TEAM:03
Submitted By
Name ID
Farhana Ahmed Annie 1210097030
Farjana Jerin Mahmood 1210126030
Nusrat Yasmin 1210112030
Mushfika Khan Adhara 1210701030
S. M. Samiul Haque 1210156030
Submitted To
Mr. Md. Anwar Sadat Shimul (AwS)
Lecturer
North South University
Date of Submission
29-07-2012
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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.
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Table of ContentsBrief 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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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 brandsavailable 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
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1. Mum2. Fresh3. Pran4.
Spa
5. JibonThese 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 Gro up.
The second leading brand is Super Fresh, produced by Meghna Group. The mainfeature 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 thepurified 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 thecommon 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
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not found in the water of these five brands. These brand produces water having
TDS
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tasty resides in the mind of the ultimate customers, which brings Mum as the market
leader to us.
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
Price
500 ml 1 liter 1.5 liter 2 liter 2.5 liter 5 liter
1.MUM Tk.15 -- Tk.25 -- -- Tk.652.Fresh drinking
water Tk.15 Tk.18 -- Tk.30 -- Tk.60
3.Pran drinking
water Tk.15 -- Tk.25 Tk.30 -- --
4.Spa Tk.15 Tk.20 -- Tk25 -- Tk.65
5.Jibon Tk.15 Tk.25 -- Tk.30 -- --
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Promotional Strategy:
The demand for drinking water is increasing rapidly, as people have become more
conscious about health and take precaution against water borne diseases. Bottled drinkingwater 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 increasethe 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 hasselected 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
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 otherbrand. 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 long-
term 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.
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Pran Drinking Water
Pran Drinking Water has two kinds of promotional mix. One is advertisement and
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 alsouse 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).
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 throughbuilding good relations with the companys various publics by obtaining favorable
publicity, building up a good corporate image. Akij Group is also involved in socio-
cultural 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 non-
profitable 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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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 Percentage
Male 25 50%
Female 25 50%
Total 50 100%
Q: 2.AGE (YEARS):
Gross Percentage Male Female
16-25 20 40% 10 10
26-34 10 20% 5 5
35-44 10 20% 5 5
45+ 10 20% 5 5
Total 50 100% 25 25
Q: 3.Highest education:
Gross Percentage Male Female
Primary
SSC
HSC 10 20% 5 5
Undergraduate 21 42% 9 12
Graduate 13 26 % 7 6
Post-graduate and above 6 12% 4 2Total 50 100% 25 25
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Q: 4.Monthly income in BDT:
Gross Percentage Male Female
Less than 10000 18 36% 6 12
10000-19999 8 16% 5 3
20000-29999 5 10% 3 230000-49999 9 18% 5 4
50000 or more 10 20% 6 4
Total 50 100% 25 25
Q: 5.How often do you drink bottled water?
Gross Percentage Male Female
Everyday 15 30% 9 6
Twice a week 14 28% 9 5
Once a week 5 10% 1 4
Twice a month 7 14% 3 4
Once a month 5 10% 2 3
Some months in a year 4 8% 1 3
Total 50 100% 25 25
Q: 6.Where do you buy bottled water mostly?
Gross Percentage Male Female
At the super-market 2 4% 2
At restaurants. cafeteria 17 34% 8 9
At general store 28 56% 15 13
Others 3 6% 2 1
Total 50 100% 25 25
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Q: 7.What is your main reason to use bottled water?
Gross Percentage Male Female
It tastes better than other
drinks
5 10% 5
It is healthier/safer than otherdrinks
25 50% 17 8
It is convenient and easy to
consume
11 22% 5 6
It is portable 9 18% 3 6
Total 50 100% 25 25
Q: 8.What is your preferred brand for bottled water?
Gross Percentage Male Female
MUM 36 72% 19 17Fresh 11 22% 5 6
Jibon 1 2% 1
Spa
Shanti 1 2% 1
Evian
Pran 1 2% 1
Muskan
Acme
Other
Total 50 100% 25 25
Q: 9.If another company offers special discount, will you change your current preferred
brand?
Gross Percentage Male Female
Yes 8 16% 2 6
No 28 56% 13 15
I am not sure 14 28% 10 4
Total 50 100% 25 25
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Q: 10.What is your preferred bottled water?
Gross Percentage Male Female
500 ml 43 86% 19 24
600 ml
1 liter 2 4% 1 11.5 liter
2 liter 3 6% 3
3 liter 1 2% 1
5 liter 1 2% 1
Total 50 100% 25 25
Q: 11.How much are you willing to pay for a good quality bottled water of 500 ml?
Gross Percentage Male Female
Less than 10 taka 1 2% 1
10-12 taka 22 44% 10 12
13-15 taka 24 48% 14 10
More than 15 taka 3 6% 1 2
Total 50 100% 25 25
Q: 12.To what extent do the following factors influence your buying behavior of bottled
water?
Quality:
Gross Percentage Male Female
High influence 46 92% 23 23
Medium influence 4 8% 2 2
Low influence
No influence
Total 50 100% 25 25
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Price:
Gross Percentage Male Female
High influence 10 20% 5 5
Medium influence 32 64% 17 15
Low influence 5 10% 1 4No influence 3 6% 2 1
Total 50 100% 25 25
Brand name:
Gross Percentage Male Female
High influence 23 46% 13 10
Medium influence 22 44% 9 13
Low influence 5 10% 3 2
No influenceTotal 50 100% 25 25
Packaging:
Gross Percentage Male Female
High influence 20 40% 8 12
Medium influence 23 46% 12 11
Low influence 7 14% 5 2
No influence
Total 50 100% 25 25
Availability:
Gross Percentage Male Female
High influence 23 46% 10 13
Medium influence 22 44% 12 10
Low influence 5 10% 3 2
No influence
Total 50 100% 25 25
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Promotion:
Gross Percentage Male Female
High influence 4 8% 3 1
Medium influence 16 32% 5 11
Low influence 19 38% 10 9No influence 11 22% 7 4
Total 50 100% 25 25
Q: 13.Bottled water has higher quality standards (safer) than the purified water at home?
Gross Percentage Male Female
Strongly Agree 4 8% 3 1
Agree 5 10% 2 3
Neither agree nor disagree 5 10% 3 2Disagree 21 42% 11 10
Strongly Disagree 15 30% 6 9
Total 50 100% 25 25
Q: 14.Bottled water is much healthier than fruit juices?
Gross Percentage Male Female
Strongly Agree 11 22% 5 6
Agree 20 40% 11 9
Neither agree nor disagree 12 24% 5 7Disagree 5 10% 4 1
Strongly Disagree
Total 50 100% 25 25
Q: 15. Bottled water is much healthier than carbonated water (soft drinks)?
Gross Percentage Male Female
Strongly Agree 24 48% 11 13
Agree 21 42% 11 10
Neither agree nor disagree 5 10% 3 2Disagree
Strongly Disagree
Total 50 100% 25 25
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Q: 16.The quality bottled water in Dhaka is reliable?
Gross Percentage Male Female
Strongly Agree 4 8% 3 1
Agree 17 34% 8 9
Neither agree nor disagree 19 38% 7 12Disagree 7 14% 4 3
Strongly Disagree 3 6% 3 0
Total 50 100% 25 25
Q; 17.I am satisfied with the taste of bottled water in Dhaka.
Gross Percentage Male Female
Strongly Agree 4 8% 2 2
Agree 28 56% 16 12
Neither agree nor disagree 13 26% 5 8Disagree 5 10% 2 3
Strongly Disagree
Total 50 100% 25 25
Q: 18.Bottled water is a good alternative to fruit juices in terms of quenching thirst?
Gross Percentage Male Female
Strongly Agree 15 30% 10 5
Agree 30 60% 12 18
Neither agree nor disagree 1 2% 1
Disagree 4 8% 2 2
Strongly Disagree
Total 50 100% 25 25
Q: 19.Bottled water is a good alternative to carbonated drinks (soft drinks) in terms of
quenching thirst?
Gross Percentage Male Female
Strongly Agree 10 20% 5 5
Agree 24 48% 12 12
Neither agree nor disagree 11 22% 5 6
Disagree 4 8% 3 1
Strongly Disagree 1 2% 1
Total 50 100% 25 25
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Q: 20.I am confident that most of the bottled water in Dhaka are of same quality.
Gross Percentage Male Female
Strongly Agree 3 6% 3
Agree 5 10% 3 2
Neither agree nor disagree 7 14% 2 5Disagree 24 48% 14 10
Strongly Disagree 11 22% 6 5
Total 50 100% 25 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.
Demographic 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, wesegments 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.
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 tobuy 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
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 newproduct 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 Price
OCEAN DRINKING
WATER
500 ml 1 liter 2 liter 5 liter
Tk.14 Tk.20 Tk.30 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
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, suchas, 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.