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8/8/2019 International Marketing- Nepal
http://slidepdf.com/reader/full/international-marketing-nepal 1/11
Nepal
-Water Purifier
@02653358 Chiang, Chin-chun@02653356 Yu, Chun-yi
@02218607 Andrea C Whiteman
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Phase I: Cultural Analysis
Geography: Situated between China in the north andIndia in the South
Area: 147,181 sq. km
Capital: K athmandu
R eligion:There is a harmonious blending of Hinduismand Buddhism.
Language: The major languages of Nepal (percent spokenas mother tongue) are Nepali (74%), Maithili (12%),
Bhojpuri (8%) and Tharu (6%) Literacy: Nepal's literacy is 45.2%. Nepal is the world's
15th illiterate country. More than half the total populationof Nepal can not read and write
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Phase II: Economic Analysis
Nepal is among the poorest and least developed countriesin the world. About 35% of its population lives below the poverty line.
Agriculture is the mainstay of the economy.
Currency : Nepalese Rupee (approximately US$ equals Rs.70.94)
Per capita income in U.S. dollars is $ 438.
Nepal has a GDP growth rate of 4.70%
Unemployment R ate of 46%
Mineral resources Nepal has a few important mineralresources
Being mined that include cement, clay, garnet, magnetite andtalc
Major Exports: woolen carpets, apparels and handicrafts
Major Imports: gold, machinery and equipment, petroleumroducts and fertilizer
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Drinking Water Problem in NEPAL
The Basic human necessities of safe drinking water andadequate sanitation are only a dream for many in Nepal
The lack of clean water and proper sanitation has led to many health problems that are related in one way or another to arelatively high infant mortality rate (104.7 per 1000 die beforethe age of 5) and short life expectancy (58.9 years).
Most of the widespread and chronic health problems are due to waterborne diseases such as intestinal parasites, diarrhea, and
gastrointestinal disorders
Access to drinking water is estimated to be 49.4 per cent thoughthe quality of water available needs to be further investigated.
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Phase III Market Audit
Due to the health and poverty issue the product we haveselected is a low cost water purifier named as ³SHUDH JAL´meaning Pure Water
Introduction of the product in the capital city K
athmandu which makes it easy as it is centrally located and accessibleeasily
There is no local player in water purifier industry due tolack of technology and money.
The government participation in water purificationindustry is very high in Nepal. Every organization has to getapproved their products by the government before sellingto customers without which a product cannot be sold in the
market.
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Marketing objectives
Target market:
Lower income people
Expected sales year:
2011
Profit expectations year:
2015
Market penetration and coverage:
Most of people in Nepal are lower
income group.
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Product Adaptation
After saleservice
Freedelivery
One year warranty
Durable Low price
affordable
Simplepackaging without
fancy design
Practical
Healthy
Television andradio as productplatform
Functional
easy to use
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Objectives
Target market:
Lower income people
Offer cheap, effective,easy to use product
Teach people of Nepalthe benefits of SHUDHJAL and the new technologies of waterpurification
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Support Promotions
Delivering services
Providing a number to call and place orders, having a SHUDHJAL truck that can reach smaller, less remote areas that candeliver and sell the product
Sales promotionso Coupons: with the purchase of SHUDH JAL they will receive
discount coupon off a replacement filters
o Warranty : provide with a warranty along with discounts on productsupgrades
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Media
Newspaper Advertisements
Most published papers are printed in K athmandu where ourintroduction begins
Radio Advertisements Cheapest and quickest means of communication in Nepal
Demonstrations
Going to cities and demonstrating SHUDH JAL¶s effectiveness
Word of mouth
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Discussion
Q: How well do you think this product will be
received by people in Nepal?
Thank you^.<