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7/25/2019 LIMESodaBottleOpeners_IIM Indore (2)
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MOHIT SURANA
KULDEEP JHA
PRIYANKA DESHPANDE
TEAM: LIME SODA BOTTLE OPENERS
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RO
42%
UV
30%
Offline28%
RO UV Offline
Some Key Facts
Close to 80% of diseases in India are water borne
About 67% households do not treat drinkingwater
Kent and Eureka Forbeshold a combined market
share of more than 70%
Of people who can afford a water purifier, only
48% are using it.
Average daily consumption by a family of 6 people
is 20 L
Current penetration of water purifiers in India
stands at 11%*
Reasons for
growth of
water purifier
industry
Increasing health awareness
Nuclear Families Rise in disposable
income
Degrading Water
Quality
DriversWater Purification alternatives
Safety
Electricity
Water Waste
Price
Industry Research
Research Big idea
Big idea Channels
Channels Ecommerce
Ecommerce Summary
SummaryMarketing plan
Marketing plan
Current Market Size ~INR 3500 Crore
0
2000
4000
6000
8000
10000
Market Size (Rs. rores)
2011 2012 2013 2014 2015 2016 2017 2018 2019
Technology
market share
UF UV RO
Purification technologies
Candle filters
Simple methods
Boiling
Water cans
Water purifier
Penetration
0
20
40
60
80100
120
Low
income
Middle
income
High
income
25% 64% 95%
*Frost and Sullivan report, May 2014
Filters Bacteria
and viruses
Kills Bacteria
and viruses
Removes
Bacteria, viruses,
TDS etc.
5080%
wastage
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IndustryIndustry ResearchResearch Big ideaBig idea ChannelsChannels EcommerceEcommerce SummarySummaryMarketing plan
Objective 2 : Encourage ADOPTION of PureitObjective 2 : Encourage ADOPTION of Pureit
Strategic tieups with insurance companiesto
promote the Pureit brand by providing
samples and discounted Pureit purifiers along
with insurance policies
Run a campaign to project Pureit as an ideal gift for all occasions.
Through this Pureit can spread the message that Health and
Happiness go together.
Dijiye Mummy Papa ko sabse
accha tohfa, shudh pani
TV, Gaadi aur AC toh de diya
beti ko, Shudh pani nahi denge?
Aapki Nanhi jaan ke liye sabse
anmol tohfa, Shudh pani
Installing Pureit water filters at famous eating joints such as
Chappan, Saraffa in Indore, Chowpatty in Mumbai, Chandni Chowk in
Delhi
Arranging Pureit water outlets inpopular temples and tourist places
H2O stores(pay per use water)in malls and metro stations
Provide customers trialabilityto Pureit water:
Place Pureit purifiers atRailway stations, Airport loungesetc.
Airport
Chappan Bazaar,
Indore
Temple
Pay per Use
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IndustryIndustry ResearchResearch Big ideaBig idea ChannelsChannels Ecommerce SummarySummaryMarketing planMarketing plan
Online Storefront on popular ecommerce sites like Flipkart, Snapdeal, Amazon etc.
Provides customer access to the entire range at one go with less chances of switching
to competitor brand
Affiliate with real estate like Magicbricks, Commonfloor and health portals like
HealthKart etc.
Know your Water
Bundling and Crossselling sippers
Based on publicly available reports on
water issued by the government for
different regions, users will be shown
the water type and suggested the best
purifier for their region through an
interactive buying guide.
Online Referral
For purchase of a purifier, customers get referral codeswhich customers canshare with
friends and familytogain cash backs. On using the referral code, customers can purchase
purifiers atdiscounted prices.
Bundling Pureit Mini with Sports
equipment,Gym kitetc.
Affiliate marketing
Shop in shop
Online competitions/ events
Conduct online competition on
Facebook/ twitter/ instagram on
frequent basisfor buzz generation
Ex: Most innovative Pureit water use
where customers need to upload
photos of the most innovative thing
(beverage, plants etc.) they used Pureitwater for.
Conduct initiatives such as Share your
water whereby customers can signup
online to share their Pureit water to the
needy via NGOs
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IndustryIndustry ResearchResearch Big ideaBig idea ChannelsChannels EcommerceEcommerce SummaryMarketing planMarketing plan
Objective
Increase penetration of overall
water purifier category & Pureit
brand
Explore innovative channels
Brand activations in the e
commerce channel to outpace
market
Insights and idea
Insight #1: Customers stuck
in the middlewithdearth of
choice
Insight #2:Water purifiers
still a good to have
product
Introducing Pureit Delight
for a price ofRs. 4999/Marketing plan to:
Build awareness about
Pureit
Encourage adoption of
Pureit
IntroducingPureit Minifor a
price ofRs. 449/
Increase penetration in
rural
Channels
New channels suggested
Pharmacies Tieup with builders
Exclusive store General Trade
Ecommerce
Bundling and Crossselling sippers
Affiliate marketing
Shop in shop
Online competitions/ events
Activations
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Appendix 2
Product Pricing: Pureit Delight
Pricing: (Attribute based pricing)
Price of a competitive purifier (UV UF Detachable Storage): INR 8000
Sum of Utility: 5.575+4.3+2.417+1.917+1.417
=15.626
Utility of proposed product: 4.3+2.25+2.417+1.917+1.417 = 9.601
Price of proposed product:
= INR 4915
Channels: Exclusive stores
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