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Indian Bottled Water Industry

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Nidhi (Shukla) Pandey
Nidhi (Shukla) Pandey

HYDRA- MINERAL WATER PROJECT (PPT FILE) FOR ADVERTISING AND SALES PROMOTION SUBJECT IN 3RD SEM. BY - NIDHI, HIRAL, MADHU, JITEN AND SRIKANT PRABHU. S R LUTHRA INSTITUTE OF MANAGEMENT, SURAT.

Formation
1  sur  84
Introduction
“ Bottled loot - The structure and economics of the Indian bottled water industry.” BY CHANDRA BHUSHAN (Frontline APRIL 21, 2006)
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[object Object],[object Object]
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Overview OF
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The uniqueness of our product ,[object Object],[object Object],[object Object]
Steps in Purification Process ,[object Object],[object Object],[object Object],[object Object]
5. ADDITION OF MINERALS : (only in the variant with added minerals) For the purpose of maintaining a balanced mineral content. 6. MICRON FILTRATION : Additional safety measures to guarantee purity. 7 . OZONATION, ULTRAVIOLET TREATMENT and OXYGENATION : Ensures water remains bacteria free for longer life.
Integrated marketing objectives: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Integrated Marketing Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target market analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing plan development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Promotional decisions ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
Sales promotion ,[object Object],[object Object],[object Object],[object Object]
THE TARGET MARKETING PROCESS ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning through market strategies ,[object Object],[object Object]
Bases for Segmentation ,[object Object],[object Object]
Selecting a Target market ,[object Object],[object Object]
Determining Which Market Segments Offer the Most Potential ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Can the size of the market segment be measured? ,[object Object],[object Object]
Is the market segment large and profitable enough to serve? ,[object Object]
Is the segment identified accessible? Can it be reached effectively and efficiently? ,[object Object],[object Object]
Can effective marketing programs be developed to attract & serve the segment identified? ,[object Object],[object Object]
Perspectives on Consumer Behaviour- Cognitive learning theory Approximation Sequence Shaping Procedure Reinforcement / Applied ,[object Object],Free samples of 250 ml on billing of more than 200Rs at grocery stores and a sample of 1 litre on billing of more than 750Rs. Product performance coupon: (a) TASTE- 1 2 3 4 5 (b) AFFORDABILITY- 1 2 3 4 5 (c) CHANCES OF REPEAT PURCHASE- 1 2 3 4 5 2. Induce purchase with little financial obligation. Discount coupons 25% off on booking order of 20 litre bottle for home use on billing of more than 500Rs. Product performance coupon: (a) TASTE- 1 2 3 4 5 (b) AFFORDABILITY- 1 2 3 4 5 (c) CHANCES OF REPEAT PURCHASE- 1 2 3 4 5 3. Induce purchase with moderate financial obligation. Discount coupons of 10% off on booking order of 20 litre bottle for home use on billing of more than 500Rs. Product performance coupon: (a) TASTE- 1 2 3 4 5 (b) AFFORDABILITY- 1 2 3 4 5 (c) CHANCES OF REPEAT PURCHASE- 1 2 3 4 5 (d) TIMELY DELIVERY- 1 2 3 4 5 ,[object Object],(Purchase occurs without coupon assistance) Booking can be done from counters located outside grocery stores. Product performance coupon: (a) TASTE- 1 2 3 4 5 (b) AFFORDABILITY- 1 2 3 4 5 (c) TIMELY DELIVERY- 1 2 3 4 5 (d) ANY SUGGESTIONS - __________________________ __________________________
The Communication Process & Source Message and Channel Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Message structure ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Message appeal ,[object Object]
Channel ,[object Object],[object Object]
Receiver/ Decoding ,[object Object],[object Object]
Noise ,[object Object],[object Object],[object Object]
Extraneous factors ,[object Object]
Response/ Feedback ,[object Object],[object Object]
Promotional planning through the ‘‘ Persuasion Matrix ’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Models of the response- Innovation Adaption model . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cognitive Response Approach ,[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
BUDGETING
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[object Object]
ALLOCATING THE BUDGET ,[object Object],[object Object],[object Object],[object Object]
 
RADIO ADVERTISEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
NEWSPAPER ADVERTISEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
MAGAZINES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
HOARDINGS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DANGLERS AT LOCAL GROCERY STORES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
COUNTERS AT GROCERY STORES. ,[object Object],[object Object],[object Object],[object Object]
TIE-UP WITH SCHOOLS AND COLLEGE CANTEENS ,[object Object],[object Object],[object Object],[object Object]
CONTRACT MANUFACTURING ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ADVERTISEMENTS ,[object Object],[object Object]
3. Newspaper (a)Inserts & (b)Advertisements and 4. Counters at Grocery Stores
[object Object],[object Object]
Full-page advertisement (b)’Bluechip’ (c) ‘Chitralekha’ and (d) ‘Abhiyaan’
7) Danglers at Local grocery stores.
8) Tie-up with Schools and College canteens (design of Flex to be put up at counters)
HOARDINGS
 
 
 
 
 

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Indian Bottled Water Industry

  • 2. “ Bottled loot - The structure and economics of the Indian bottled water industry.” BY CHANDRA BHUSHAN (Frontline APRIL 21, 2006)
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  • 20. 5. ADDITION OF MINERALS : (only in the variant with added minerals) For the purpose of maintaining a balanced mineral content. 6. MICRON FILTRATION : Additional safety measures to guarantee purity. 7 . OZONATION, ULTRAVIOLET TREATMENT and OXYGENATION : Ensures water remains bacteria free for longer life.
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  • 74. 3. Newspaper (a)Inserts & (b)Advertisements and 4. Counters at Grocery Stores
  • 75.
  • 76. Full-page advertisement (b)’Bluechip’ (c) ‘Chitralekha’ and (d) ‘Abhiyaan’
  • 77. 7) Danglers at Local grocery stores.
  • 78. 8) Tie-up with Schools and College canteens (design of Flex to be put up at counters)
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