Marketing plan for a water filter.docx

Marketing plan for a water filter.docx

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Marketingplanforawaterfilter

MarketingPlanforaWaterFilterDesignedForChineseFamily

HWFWaterFilter

Introduction

Awaterfilterisanessentialcommodityforeveryhousehold.Inthisaspect,devicesthatensurethatwaterissafeforuseathomeoratpublicplacesbecomeparamount.Awaterfilterdevicenotonlyremovesharmfulparticlesinwater,butisalsoimportantinensuringthatdrinkingwaterisfreefromharmfulchemicals.Chinaisoneofthecountrieswherewaterfiltersareinhighdemand.MostoftheChinesearealwaysindemandofwaterfiltersthatareeffectiveinpurificationofwateruseddrinkingandbathing.AlthoughmunicipalitiesinmostoftheChinesetownsprovidehouseholdswithpurifiedwater,thereisalwaysaneedforpeopletohavetheirownfiltersathome.AgoodreasonastowhypeopleshouldalwaysensurethattheyhavewaterfilterathomeisthatsometownsinChinaaresuppliedwaterbyprivatecontractors.Therefore,aneedtotestwaterbyfilteringitbecomesofgreatessence.ThefollowingisamarketplanforahomewaterfilterknownasHWFforaChinesefamily.

Productdescription

AHWFwaterfilterisawaterfilterdevicedesignedtopurifywaterinChinesefamilies.TheHWFwaterfilterisdesignedtopurifydrinkingwaterbyremovingallgermsandharmfulchemicals.Basically,HWFwillbereducing100%ofchlorineandotherchemicalsinwater.Inaddition,theHWFwaterfilterensuresthatbothcookingandwashingwaterisnotcontaminated.TheHWFwaterfilterismanufacturedfromlightmaterialsandtherefore,itisefficientfortransportingittovariouslocationsincaseofmovementandflexibleinstallations.Moreover,theHWFwaterfilterisdesignedtofilter100litersofwaterin2hours.Therefore,thewaterfilteristhemostreliableandconvenientwaterfilterdeviceforanyhomestead.TheHWFwillbesellingforonly$50,withanadditionof1yearwarrantincaseofdamageandrepairingservices.

Marketdata

Although,mostoftheChinesehouseholdshaveanaccesstowater,44%oftheChinesepopulationisnotsuppliedwithwaterbythemunicipality.However,privatecontractorsmayfailtotreatandfilterthewater,comparedtothemunicipality.

Marketsegmentation

Theproductwillbefocusedtoallhouseholdsintheurbancenterswithanintentiontoincreasewaterssafety.Anothermarketsegmentfortheproductwillbeinstitutionsandcorporationsthatrequiresafedrinkingwater.However,HWFwaterfilterwillfocusonhouseholdsasthemajortargetmarketinbothruralandurbanregions.

Estimatemarketsize

Anestimated60percentof80millionpeoplelivingintheChina’sruralareaswillbeapotentialmarketfortheHWFwaterfilterdevices.Moreover,40%ofhouseholdsandfamiliesintheurbanregionswillalsodoubleaspossiblemarketforthewaterfilter.Thismarketsizeisdeemedtocoverallthecitiesandprovinceswithinthecountry.Nevertheless,moreconcentrationinmarketingtheHWFwaterfilterwillbefocusedinprovincesthatmostlyaccesseswaterthroughprivatecontractors.

Competitorproductscurrentlyinthemarket

AsaresultofthecurrenttrendinsupplyingwatertoeverypartinChina,theconceptofwaterfiltrationhasbecomeapopularphenomenon.SomeofthecommonwaterfiltersintheChinesemarketincludeImrita,KaiRui,Voterwaterfilters,KinglifeandAnzy.However,mostoftheseproductsarechlorinereducingwaterfilters.

Targetmarket

Asindicatedearlier,HWFwaterfilterbrandwillbetargetinghouseholdsinbothruralandurbanprovincesinChina.However,thiswillbeachievablethroughacertaincriterion,sincemostofthehouseholdsinChinahaveanaccesstocleanwaterfromthemunicipality.Thecriterionisasfollows;

Householdswithoutawatermeter:

-Asindicatedearlier,44%ofthehouseholdsinChinaaccesseswaterthroughprivatecontractors.Thistargetmarketisatriskofbeingsuppliedwithwaterthatisnotfilteredorpurifiedandthusrequirethewaterfilter.

Householdsinruralareas:

-Inruralareas,Chinesefamilieshaveatendencyofaccessingwaterfromitsnaturalresources.Wateraccessedfromnaturalresourcesisinmostcasescontaminatedbymineralsandparticles,andinsuch,anaffordablewaterfilterisrequiredforsuchfamilies.

AllChinesehouseholds:

-Itisacommonbelievethatwatertreatedbythemunicipalityisnot100%safefordrinking.Therefore,thistargetmarketaddressesallneedsoffilteringwaterforChinesefamiliesinrural,urbanandfamiliesthatdonothaveawatermeter.

Productpositioningstatement

ThefollowingstatementwillbeusedastheHWFwaterfilterproductpositioningstatement;

“Forwaterfiltrationandpurificationinyourhome,useHWFwaterfilterdevice.TheHWFwaterfilterdeviceusesthelatesttechnologyinfiltrationofalldrinking,cookingandwashingwaterinyourhomestead.HWFwaterfilterremovesalltracesofdirt,leadtraces,potassiumandchlorineinyourwater,thusmakingyourfamilysafefromdiseasesandwatercontamination.ThelatestversionsofHWFwaterfiltersareaffordableforeveryChinesehomeforonly$50”.

Themarketingmix（the4Ps）

The4PsofmarketingtobeusedinmarketingHWFwaterfilterwillentailpricing,productvariables,promotiontechniquesandplacevariables.

Pricing:

-ThiswillincludepricingstrategiestobeusedinensuringthattheHWFwaterfilterproducthasacompetitiveedgeinthemarket.Inaddition,pricingdecisionswillbemadefromthismarketingconcept.

Product:

-ThismarketingmixwillfocusonensuringthattheHWFwaterfilterdeviceisaqualityproductandisaffordableforthetargetmarket.Otherissuesonproductwillinvolvegoodpackagingstrategiesandvariouswaterfiltermodelswithdifferentsizesandworkingcapacities.

Placevariables:

-Fromthismarketingmixconcept,decisionsonwhichdistributionchannelstobeusedwillbemade.Forexample,theHWFwaterfiltercanbesolddirectlytocustomersorcanbesoldthroughretailersandlocalstores.Moreover,thismarketingmixwillidentifyalocationofwheretheproductwillbeaccessibletocustomersinrelationtothetargetmarket.Alsoincludedinthismarketingmixishowandwheretheproductshouldbestoredinthewarehouse.

Promotiontechniques:

-ThisincludestechniquethatwillbetofamiliarizeHWFwaterfiltertothecustomers.Basically,techniquessuchasadvertising,personalsellingandsalespromotionaredeemedasthemosteffectiveinpromotinghouseholdbrandssuchastheHWFwaterfilter.

Thepricingstrategy

ThepriceoftheHWFwaterfilterwillbeconcludedbydeterminingthecurrentmarketpriceofwaterfiltersinthemarket.Allproductmodelswillbepriced5%lessthepriceofthecurrentwaterfilterbrandsinthemarket.Thisstrategywillbeusedasamarketpenetrationmethodinthefirst6monthsofbusiness,beforestabilizingthepricetothecurrentmarketprice.Allproductsthataresoldthroughdistributorsandretailerswillbeeligiblefordiscountsforretailers.A10%discountfortotalsalesmadebydistributorsandretailersmadeduringanymonthofbusinesswillbeoffered.Inaddition,adiscountof5%willbeofferedtocustomerswhobuyanyHWFwaterfiltermodelinthefirst6monthsofthebusinessyear.ForretailersanddistributorswhoorderHWFwaterfiltersworth$100,000adiscountof10%willbeoffered.However,nodiscountswillbegivenforpurchasesmadeoncredit.

Promotionalstrategy

Asindicatedearlier,HWFwaterfilterwillbepromotedusing4majorpromotionaltechniques.Andtheyarepersonalselling,publicityandsalespromotion.Anothercommonproductpromotiontechniqueforhouseholdproductsisadvertising.

Advertising

Fortheproductinformationtoreachasmanyaudiencesinthetargetmarketaspossible,variousadvertisingmodeswillbeinitiated.Inthisrespect,advertisingtheproductthroughtelevisionsandprintmediaisthemostconvenientadvertisingmode.Suchadvertisingmodeswillbesupportiveinofferingvariousproductinformationsuchas;theproductusage,producthandling,productmanualandrepairing.Moreover,theaudiencewillbeabletocomparetheproduct’spricewithothercommonbrands.Alsothroughtheadvertisement,customerswillknowthelocationandstoreswheretoaccesstheproductwithease.

Personalselling

AHWFwaterfilterisatechnicalproductthatrequiresdemonstrationonhowthedeviceworks.Inthisrespect,theproductwillbepromotedbestbyatechnicalsalesteamthatwillvisithouseholds,demonstratinghowtheproductfunctions.Duringthesevisits,customerswillbeabletoaskquestionsandrequestforrepairsaswellasmakepurchasesforthesameproducts.Anotheradvantageofusingpersonalsellinginsellingawaterfilterdeviceisthatmarketerswillgathermarketinformationandagoodcustomerrelationshipwillbebuiltfromthesame.

Salespromotion

ForthesalesvolumeoftheHWFwaterfiltertoincrease,andtogatherinformationonhowtheproductistrendinginthemarket,salespromotionisthebesttechniquethatwillbeused.Inthisrespect,initiativesthatwillencouragecustomers,distributorsandretailerstobuytheHWFwaterfilterswillbeinitiated.Suchinitiativeswillincludegivingoutgiftsforpurchasesmade.Forexample,acustomerwillbegivenafreeHWFwaterfilterifhepurchasesaHWFwaterfilterduringanyproductpromotionday.Toimplementsuch,productpromotiondayswillbeinitiatedaftereverytwomonthsoftrade.Anothersalespromotioninitiativetobeincludedinthiscategorywillbediscountsandproductmerchandizingdrives.

Publicity

Inordertogetthepublicinformedontheemergenceofanewwaterfilterinthemarket,themosteffectivepublicity