Introduction

Market segmentation

Geographic • City - Metro cities , Cities with population

over 1 million.• Semi-urban areas - TownsDemographic• Income - Middle , Upper middle and high

income group.• Education - Literate.

Geographic • City - Metro cities , Cities with population

over 1 million.• Semi-urban areas - TownsDemographic• Income - Middle , Upper middle and high

income group.• Education - Literate.

Cont…

Psychographic• Social class - middle ,upper class , upper

upper class• Life style - outdoor & sports oriented.Behavioral• Occasions - Parties , meetings and travelling• Benefits - safe & scure.• User status - Regular user & potential user

Psychographic• Social class - middle ,upper class , upper

upper class• Life style - outdoor & sports oriented.Behavioral• Occasions - Parties , meetings and travelling• Benefits - safe & scure.• User status - Regular user & potential user

4 P’s of HILLProduct & priceSegment PricePopular• Hill 250ml 3.00• Hill 500ml 5.00• Hill 1.2 liters 12.00Bulk• Hill 5 liters 25.00• Hill 20 liters 60.00

Product & priceSegment PricePopular• Hill 250ml 3.00• Hill 500ml 5.00• Hill 1.2 liters 12.00Bulk• Hill 5 liters 25.00• Hill 20 liters 60.00

Cont…

Place• Restaurants & hotels• Large shops & commercial complexes• HomesPromotion• Temper proof seal• Trendy packaging• Launch new ad campaign “play Safe”

Place• Restaurants & hotels• Large shops & commercial complexes• HomesPromotion• Temper proof seal• Trendy packaging• Launch new ad campaign “play Safe”

Market share

Marketing strategy

Decided to penetrate every possible market by introducing more pack sizes with trendy packaging.

Launched 1.2 litre pacK at Rs12 with view of replacing it’s 1 liter bottel.

Planned to spent margin resulting out from sale of its 1.2 liter on advertising and marketing.

Decided to penetrate every possible market by introducing more pack sizes with trendy packaging.

Launched 1.2 litre pacK at Rs12 with view of replacing it’s 1 liter bottel.

Planned to spent margin resulting out from sale of its 1.2 liter on advertising and marketing.

Cont…

Launched 300ml cup targeted at marriages and convention

Introduced hexagonal flat-sleeved bottle.

Launched 300ml cup targeted at marriages and convention

Introduced hexagonal flat-sleeved bottle.

4 Pillars

Target market-• Restaurants & hotels• Large shops & commercial complexes• HomesCustomer need-• Pure & safe water• Easy to carry

Target market-• Restaurants & hotels• Large shops & commercial complexes• HomesCustomer need-• Pure & safe water• Easy to carry

Cont…

Integrated market-• Trendy packaging• ad campaignProfitability• Launched 1.2 litre pack• Profit Margin

Integrated market-• Trendy packaging• ad campaignProfitability• Launched 1.2 litre pack• Profit Margin

Consumer buying behavior

Culture• Broadness and openness• Social class

Social• Status• Reference group

Culture• Broadness and openness• Social class

Social• Status• Reference group

Cont…

Person• Life style• Economic circumstances• Occupation

Psychological• Perception• Belief

Person• Life style• Economic circumstances• Occupation

Psychological• Perception• Belief

Positioning

We position their product on the purity platform

Launch an ad campaign “Pure And Safe”People consume mineral water not for

mineral but for safety .

We position their product on the purity platform

Launch an ad campaign “Pure And Safe”People consume mineral water not for

mineral but for safety .

Perceptual Map

0

bisleri 15IrregularIrregular

regularregular

economiceconomic expensiveexpensive

Hill- 250ml, 500ml, 1.2lt

Hill- 5lt & 20lt

SWOT analysis

STRENGTHS• It should attract customer.• Bulk market.• Free from “Super bugg”

WEAKNESSES• Distribution channels.• Decrease in market share.

STRENGTHS• It should attract customer.• Bulk market.• Free from “Super bugg”

WEAKNESSES• Distribution channels.• Decrease in market share.

Cont…

OPPURTUNITIES• Increasing market share.• Cover every Segment of Market

THREATS• Small scale production.• Various market leaders

OPPURTUNITIES• Increasing market share.• Cover every Segment of Market

THREATS• Small scale production.• Various market leaders