Marketing strategy for ganga water purifier

Marketing system for ganga pee purifierIMC PLAN FOR pissing PURIFIERIntroductionInternal epitomeFirms Promotional CapabilitiesThe underway marting strategy for ganga urine purifier is a push strategy, utilizing personal exchange via a gross r level(p)ue force with limited advertising to increase inciter aw atomic number 18ness. The current promotional mix involves periodic advertising in welkin cleanspapers, a yellow pages ad, distribution of flyers, door-to-door sales with with(predicate) sales agents, and telemarketing performed by sales agents. The current RO try market is served quite an well, through several methods of distribution and many an(prenominal) options and products available to the deliverr. Currently, 30% of shutdown consumers purchased their home body of peeing discussion organization from local wet treatment dealers, 26% from a department or discount store and 25% from a home improvement centimere.Product/Service AnalysisThe RO drivel marke t can be described as fragmented. There are many competing Products in the marketplace and no one make peeing more than 15% of the market share. Retailers, which sell to the end engager, hold the power in the manufacturer distributor Retailer descent as they have many competing products to choose from and typic all in ally Only carry a single blade of RO perk up.Major companies into this business areconstantan Fobs , Hull ,Ion exchange,PhilipsIndustry experts recite that in India three types of piss supply purifiers are being marketed now ultra-violet based, invert osmosis and resin based. The countrys largest piss purifier maker Eureka Forbes Aquaguard is the market leader with 68 per cent in UV-based market.In reverse osmosis (RO) as well the bon ton enjoys 60 per cent share and Delhi-based Kent RO systems has 40 per cent share. RO based water purifiers are the al well-nigh expensive section of the water purifier market and are priced at Rs 13,000 and above.Philip s, on the other hand, which uses UV-based technology to vomit up water, has dropped its price to Rs 6,995 from the initial launch price of Rs 8,500. Industry sources say its attempt to establish itself in the market with lesser priced water purifiers by competitors has been difficult.Out of the 220 million households in India, sole(prenominal) about 8 million use water purifiers. Both HUL and Eureka had test marketed their products in southern states before launching it nationally.Product commentReverse Osmosis (RO) is a filtration process which runs crapulence 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 color down the drain. This form of water treatment is one of the most efficient methods for producing high tone of voice deglutition water available on the market todayReview of Past Promotional ProgramsIn rev erse 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 allow wear granting immunity from boiling water, Eureka Forbes has signed on celebrity Smriti Irani for communicating its benefits.The knightly 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 con sumer External Analysis customer AnalysisBuyer NeedsWater is a major(ip) fraction 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 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 percent of deal use water treatment devices because they feel it makes their water safer.Those who do not resembling the current taste of their water can be delusive to encompass the other element of consumer need. Forty-three percent of mint use water treatment devices because they feel it makes their water taste break dance .During the 2007 sentiment this figure grew from 48% of pot being replaced by 60% of people use a filtration system for health- c ogitate issues.Decision TypeBuying an RO system is an across-the-board decision due to the relatively substantial constitute pertain and the wide transmutation of agonistic 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 defends, capacity of the system and ultimately price. Since a wide variety of choices exist personal change 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 Association memberAll components are NSF approved. besotted relationship with suppliers.Easily customize product to meet consumers needs.Extremely agonistical price and compensation structureOffer 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.WeaknessesLarge amount of personal sellingcomparatively un cognise 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 management tool.Reduced public confidence in municipal water treatment centers.ThreatsGovernmental regulations regarding water purification products.Competitive retaliation to Rosmosis debut the market with a competitive product at lower prices. lily-white water is one of the most important needs of our bodies. It is a dark fact that something as essential to life as clean drinking water can no longe r be granted to us. serious 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 prolong the filters yourself and can ensure and feel safe about the water which you and your family drink. on the button 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 allow for remove certain types of contaminants, and all stages combined shou ld protect you from just about every contaminant. provide training among 70% of target audienceAreverse osmosis water filter with activated carbon copy pre-filters, plus an ultraviolet light, are what we believe to be the most consummate(a) 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 audienceTo 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 forward-looking quality by implementing sales promotion techniques and personal selling like coupons and sales presentation.Budget allocationPercentage of the budget is stated for indicating the allocationEstim ated budget 50000000Promotional budget estimate ( in lakhs)Advertising TV Commercial 50 lakhs(Production broadcasting) Newspaper advertisement 8 lakhs (Design publishing)Magzine 10 lakhs receiving set advertisement 20 lakhs Event Exhibition(venue Setup, and so on 50 lakhsDirect MarketingMailing( image, depression 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 financial backing . 100 lakhsIMC STRATEGIESThe campaign objectives of GANGA water purifier.Advertising strategyAdvertising 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 FILTERMeaning the name is kept as ganga because ganga is known to be the most pure.Tag Line SWATCHTA KI PHECHANMedia selection television, newspa per, magazines, internet, etc.The Unique Selling PropositionExcellent customer service retort time.Very compititive pricing.Technical suppor available via phone and email.Online 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 debar 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 do my the company. community relations Our aim is to increase their knowled ge and understanding of what we do and where were going, so that they can feel part of our community and where appropriate meet with us Sales promotionsContests 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 PEHCHANCreative tactics for televisionVedio the visual will glide by 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 doggerel verse used live a healthy lifeCompany ganga water purifierBIBLIOG RAPLYwww.jobsdb.com/HK/EN/V6HTML//IMC_Plan_Outline.pdfwww.digg.com/educational/Sample_IMC_Planwww.drypen.in//developing-an-integrated-marketing-communication-plan-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