Project Nebula - baixardoc

A Report On Bottle Water

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“A Report on Bottle Water”

MKT202

Section-1

TEAM:03

Submitted By

Name ID

Farhana Ahmed Annie 1210097030

Farjana Jerin Mahmood 1210126030

Nusrat Yasmin 1210112030

Mushfika Khan Adhara 1210701030

S. M. Samiul Haque 1210156030

Submitted To

Mr. Md. Anwar Sadat Shimul (AwS)

Lecturer

North South University

Date of Submission

29-07-2012


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Executive Summary

Water is the most important thing that fulfills an individual needs and wants. It is a useful

product and a convenience product. We can get it in bottle. The price of this product is

relatively low. We can get the drinking water in the market in many volumes; the

maximum liter of this product is 5 liter. We can get this product from retail store. To buy

this product, we pay for it in cash. Retailers store it in refrigerator and shelf. Consumers

are influenced by advertisement to buy this product for their daily use. There are different

types of brands in market. Most of the brands are popular. Our five group members have

worked on product, product price, distribution system and promotional activities of

drinking water. We also try to know the current brand and current market practice of this

product. These are all a short discussion about our drinking water.


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Table of Contents

Brief Introduction of the Product and the Brands: ............................................................. 4

Product Analysis: ................................................................................................................. 5

Compare: .......................................................................................................................... 5

Contrast: ........................................................................................................................... 6

Price Analysis: ...................................................................................................................... 7

Promotional Strategy: ......................................................................................................... 8

MUM-‘’Pure Trusted Taste” ............................................................................................. 8

FRESH: ‘ LETS Drink To LIFE’ ............................................................................................. 9

Pran Drinking Water ....................................................................................................... 10

Spa .................................................................................................................................. 10

JIBON: ............................................................................................................................. 11

Introducing a new brand: .................................................................................................. 19

Market Strategy for a New Brand: ................................................................................. 19

Geographic Segmentation: ............................................................................................ 20

Demographic Segmentation: ......................................................................................... 20

Psychographic Segmentation: ........................................................................................ 20

Target market: ................................................................................................................... 20

Targeting Strategy: ......................................................................................................... 20

500ml: ............................................................................................................................. 21

1liter: .............................................................................................................................. 21

2 liter: ............................................................................................................................. 21

5 liter: ............................................................................................................................. 21

The Marketing Mix: Product .......................................................................................... 22

The Marketing Mix: Price ............................................................................................... 22

The Marketing Mix: Place .............................................................................................. 23

The Marketing Mix: Promotion ...................................................................................... 23

Conclusion: ........................................................................................................................ 23


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Brief Introduction of the Product and the

Brands:

The main purpose of our report is to know about drinking water, its market size, types of

running current brand and need of the consumers. As our product is concerned about

drinking water, we have tried our level best to identify the different types of brands

available in the market. The concept of bottled drinking water entered in Bangladesh in

1996. Water is one of the most consumed liquid. After researching on the market of

Bangladesh, we have come to know that Mum, Super Fresh, Spa, Pran and Jibon are the

top selling brands of packaged drinking water that are available in the market.

The main purpose of our report is given below:

1) Distinguish the top 5 brands running.

2) To know about the product and product label, product package, label information,

manufacturing company, what are the mineral compositions used in the mineral

water, what are features of the product.

3) To find out the prices of different brands and its content volume.

4) To compare and contrast in this 5 top brand of drinking water.

5) To know the level of customer satisfaction and their comments.

The other purpose of our report is that how the companies do their practice in market. In

our market survey we find 5 top brands of drinking water in our country. They have been

ranked as follows


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1. Mum

2. Fresh

3. Pran

4. Spa

5. Jibon

These five brands share one thing in common; they maintain their standard in

producing and marketing their drinking water.

Mum is leading the drinking water market because of its natural taste, different bottle

design, ease to pronounce the brand name “MUM”. It is a product of Partex Group.

The second leading brand is Super Fresh, produced by Meghna Group. The main

feature of this brand being in the top five is its packaging size of 1 liter and 2 liter.

Pran drinking water is produced by Pran. It has a natural taste. The fourth is Spa

produced by Akij group. Finally, the last brand is Jibon which is produced by City

Group. These top five brands are from five groups of companies who are also market

leader in the other industries.

Product Analysis:

Compare: After comparing among these 5 top brands we have found that these

1. Levels of product and services: The core product of all these five brands is the

purified water. These five brands are trusted for their quality of their produced and

marketed drinking water. And these five brands provide the same core benefit,

providing drinking water that meets the standard. All of these brands of drinking

water are certified by the BSTI, which means they have to always maintain the

standard that they are providing now.

2. Product Attributes: TDS, Calcium, Sodium, Lead, Chloride these are the

common in the mineral composition of Mum, Super Fresh, Pran, Spa and Jibon.

From these five major brands we have found that Nitrate (No2), Mercury (Mg) is


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not found in the water of these five brands. These brand produces water having

TDS <500 mg, Cadmium <0.003 and Chloride <250. Other mineral concentration

is almost same. Arsenic is not found in Mum, Super Fresh, Spa and Jibon. Each

brand has mentioned at least eight mineral elements available in the water.

3. Brand Name: From these five Brands we have found that Pran, Super Fresh these

two brands name are based on their parent company. A huge number of products

is produced by Pran and Super Fresh such as Pran Masala, Fresh Milk, Fresh

Flour, Pran chocolate, etc.Therefore, they cannot differ their product by their

name.

4. Packaging and Labeling: One thing is common among all these five brands are

that they market drinking water in PET bottle. From these five brands the

packaging of Spa, Jibon, Super Fresh, and Pran for 500 ml is very easy to carry.

Each of these brands water bottles produces 500 ml water in almost in same sized

PET bottle. Each brands bottle has a labeling that covers the middle surface of the

bottle. The level of these 5 brand bottle has their logo, Mineral concentration, Date

of production and expire, weight, bar code,price,BSTI logo etc.The label of these

brands are also very attractive.

Contrast:

1) Product Attributes: Of these five brands we have found that only Pran has Arsenic

about 0.01 mg. Other four brands Mum, Super Fresh, Spa, Pran and Jibon have no

presence of Arsenic in their mineral composition.

2) Brand Name: Mum, Jibon and Spa are individual brand name. They can be

differentiated by their own name. The product can be differentiated by their own name.

The brand name if Mum has its own appeal because it is very easily pronounced and

small in characters. On the other hand, it is hard to pronounce the name of the brand

“Super Fresh”. The slogan of Mum is “Pure Trusted Taste”. The idea of being pure and


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tasty resides in the mind of the ultimate customers, which brings Mum as the market

leader to us.

3) Packaging and labeling: The bottle of Super fresh for 1 little and two liter is designed

giving preference to the ease of carrying. The 1 liter and 2 liter pack of Super Fresh has

PET bottle having space for grabbing. The leveling of all these brands is almost same

except Spa that shows the picture of nature, and Jibon of which the level is transparent.

Pran drinking water comes in a unique size of 600 ml in the market having a blue label on

it. In the label, Super Fresh has emphasizes on the mineral elements that are available in

the water by mentioning 12 contents, other 4 companies has only mentioned the top 8

mineral elements. The label of Mum drinking water label is dark blue in color where

everything is written in silver on the other hand the label of Jibon is transparent and it is

hard to read the information written in the label.

We can conclude by saying that no matter what the brand name each drinking water has,

their size of bottle and packaging, or parent company, all these major five brands has one

thing in common that they all produce drinking water keeping the standard maintained by

BSTI.The market of drinking water is raising in the context of Bangladesh.

Price Analysis:

In the chart below, we have given the market price of the drinking water and the types of

volume available in the market.

Name of the

brand

Price

500 ml 1 liter 1.5 liter 2 liter 2.5 liter 5 liter

1.MUM Tk.15 -- Tk.25 -- -- Tk.65

2.Fresh drinking

water Tk.15 Tk.18 -- Tk.30 -- Tk.60

3.Pran drinking

water Tk.15 -- Tk.25 Tk.30 -- --

4.Spa Tk.15 Tk.20 -- Tk25 -- Tk.65

5.Jibon Tk.15 Tk.25 -- Tk.30 -- --


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Promotional Strategy:

The demand for drinking water is increasing rapidly, as people have become more

conscious about health and take precaution against water borne diseases. Bottled drinking

water is easy to carry and always assured better water quality.

As we found the five top brand drinking water in Bangladesh, now we will be discussing

the promotional strategy done for each brand.

MUM-‘’Pure Trusted Taste”

The most preferred brand of drinking water in Bangladesh is MUM (Pure Trusted Taste).

Partex Group is among the large Bangladesh private sector manufacturing and service

based enterprises, owning and operating over twenty units giving value for money to all

customers. Partex Beverage Limited was established on 1997, and it is a company under

the umbrella of Partex Group. Partex Beverage Ltd. launched beverage under the name of

Royal Crown and after three years it introduced a drinking water in Bangladesh which is

known as “MUM.”

When a customer buys a product, maximum time they are influenced by someone or

something. Mum drinking water has attracted their targeted customer by designing an

attractive promotional mix such as advertising, sales promotion, personal selling etc. An

organization always designs their promotional mix to increase the awareness about the

product to the target market. Partex Beverage Group has chosen advertising to increase

the awareness, By using the advertising as their strength still now Mum is known to be

most preferable brand in the market. They have designed the advertisement to inform the

market and encourage the customers to buy their product. They found advertisement to be

most easier and convenient way to reach the target customers. They have designed the

advertisement based on content (rational), structure (what the benefit customer will get

from the product) and format (color).

At first, Partex Beverage Ltd. wanted to turn their big idea into actual ad execution that

will capture the target market‟s attention and interest, that‟s why Partex group has selected two media-1) Television.2) Billboards. Using these two media, MUM had

started their journey. In the advertisement, MUM has provided meaningful, believable

information about the product. It designed the ad in such an interesting and innovative

way that will hit people‟s mind and definitely drive individual‟s attention towards MUM.

Mum drinking water is famous because of its quality and design which actually

differentiate Mum from other brand. Mum is available in most of the area in Bangladesh.


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Mum drinking water has got a very easy pronunciation brand name and it has got a tag

line Pure Trusted Taste”. It attracts the customers even more to buy the product. The price of any volume and size of bottle is cheap. Mum drinking water is building good and

long-term relationship with its consumers. Mum has got public relations with their

customers that‟s why is known to be the number one brand.

Mum will always be the best brand because it tastes good and the purifying water is

satisfying a customer‟s need.

FRESH: ‘ LETS Drink To LIFE’ Super Fresh natural drinking water is treated by Reverse Osmosis Ultraviolated and

Ozonated. It is also manufactured by the United Mineral Water and PET IND Limited.

An enterprise of Meghna Group of industries. It is the preferable brand like all other

brand. Super Fresh drinking water also follows a promotional mix, which is also known

as a marketing communication mix. Super Fresh follows the advertising process to

promote its product. They actually grab the attention of its customers by forming

different types of advertisement. It basically goes for informational advertisement. So

that, by seeing the advertisement the consumers can easily get a clear idea about the

product. It has a tagline, „Let‟s Drink to Life.‟

Some consumers are little aware of the brand in case of drinking water but some are very

much brand conscious. The consumers always look for best quality and affordable price.

Compared with other brands Super Fresh drinking water has chosen non-personal

communication channels among the media such as, television, newspaper, billboard,

radio, etc, where it carries messages about the product without personal contact,

feedback, including major media, atmosphere and events. It is the process that affects the

buyers quickly.

Like every other brand, to keep its existing consumers they usually build good and long-

term relationship with the consumers. Building good relationship does not mean only

building a relationship between the company and its consumer but also along with other

various publics. If Super Fresh did not have any public relation, then it would not be in

the place where it is now.

A brand good image stories and events play an important role in consumers‟ buying decision.


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Pran Drinking Water

Pran Drinking Water has two kinds of promotional mix. One is advertisement and

another is public relation. Pran Drinking Water has one television advertisement which is

broadcast in some Bangladeshi channels. It is a thirty seconds advertisement. They also

use billboards, posters and banners. In the advertisement they have shown the Slice Of

Life: The advertisement of Pran Drinking Water shows that people of all age are starting

day with exercise and Pran water bottle. Life Style: The advertisement shows that Pran

Drinking Water is suitable for everyone. Mood or Image: The advertisement creates an

image that Pran Drinking Water is purified by Germen technology. Personality Symbol

and Technological Expertise: The advertisement explains how the water is sterilized by

Germen Ozone Technology and purified by Reverse Osmosis System. Words: Pran

Drinking Water “Proti Photai Pran”.

Besides broadcasting television advertisement Pran also uses billboards, posters and

banners. They have some billboards of Pran Drinking Water in highways. They show

some posters in the petrol pumps to attract the attention of the passengers and drivers of

long journey. In some retailer shops they put banners of Pran Drinking Water. Their

advertisements are meaningful and believable. Pran Drinking Water has good

relationship with suppliers, employees and intermediaries. They try to ensure that all the

wholesalers and retailer are happy to sell their product and they are satisfied. In some

restaurants they use Pran Drinking Water only.

Spa

For promoting Spa drinking water Akij food & beverage limited use the combination of

personal selling, advertising, sales promotion and public relations along with its other

product line of AFBL.For Spa drinking water, AFBL mainly use following types of

advertisement:1)Printed form:Newspaper,Magazines, Billboards.2)Audio form:

Radio.3)Visual & verbal form: Television Commercial Message execution style: Slice of

Life: Spa drinking water commercial advertisement used the „slice of life‟ execution style. In the advertisement we see children are swimming & playing with water in the

river, girl coming out from the car during raining, boys playing football during raining all

are the moments of life. Spa ad maker tried to focus on the peoples‟ love & emotions for water.

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