Marketing Plan

Obama Drank My Bottle Water.......

 My Water Marketing Resaerch in Uk

MBA GROUP OF
Bayowa Abiodun
kendick and
Tor


Why Bottled Water Market

•  The bottled water market is huge and presents tremendous opportunities

•Between 1993 and 2010, the UK bottled water market (including water coolers), has grown from just 580 million litres to almost 2.1 billion litres (refer Figure 1)

•People in UK drink more bottled water than fruit juices/nectars, wine or spirits

•Heavy emphasis on good health; drink eight glasses of water a day for optimum health

•UK bottled water consumption per person exceeded 33 litres in 2010, up from 26.9 litres in 2001. Zenith International estimates that longer-term growth will continue, with bottled water consumption projected to reach 40 litres per person by 2020 (British Bottled Water Producers, 2011)

The ever growing market

 

Year	Volume of bottled water consumed in UK (including water coolers)		Volume of bottled water consumed in UK (including water coolers)	Year	Volume of bottled water consumed in UK (including water coolers)
1976   20 million litres  1980   30 million litres 1990   420 million litres 1991   480 million litres 1992   520 million litres 1993   580 million litres 1994   700 million litres		1995   800 million litres 1996   795 million litres 1997   900 million litres 1998   990 million litres 1999   1.2 billion litres 2000   1.42 billion litres 2001   1.59 billion litres		2002   1.76 billion litres 2003   2.07 billion litres 2004   2.06 billion litres 2005   2.14 billion litres 2006   2.24 billion litres 2007   2.13 billion litres 2008   2.01 billion litres 2009   2.04 billion litres 2010   2.06 billion litres

 THE MARKET NOW

•The Bottled Water market is huge but congested

•Approximately 150 British Bottled Water brands as at 2008 (Finewaters Media, 2008)

•Major Competitors: Buxton, Purefect 95, Crystal Spring, Scotland’s Highland Spring, Purely Scottish etc

PRODUCT DIFFERENTIATION

•To enter the market using a different approach

•To compete on the high-end segment of the market

•Provide a different product offering to consumers

•Not just another mineral water brand

•To gain competitive edge via added attributes

•BUILD A SOPHISTICATED BRAND NAME AND IMAGE

THE FIVE PRODUCT LEVELS

1)Core benefit

•A healthy water that can quench thirst and refresh the body with absolute satisfaction. 

2) Basic product

Mineral water

3) Expected product

• Healthy water

• Beauty water

• Uniquely-packaged mineral water

4) Augmented product

•Discount cards

•Free delivery service (for KENJOTs purchased in large packaging- eg: companies, schools, and events) 

5) Potential product

•Lucky-draw

•Give out free gifts, travelling vouchers etc to lucky customers

• Strong favourable perception towards KENJOT will create brand loyalty

SEGMENTATION 

•Segments:

ØHealth-oriented consumers

   - Immune System Booster (ISB)

ØHigh-end status

ØWorking class

ØSports-lovers

ØBeauty-conscious consumers

POSITIONING

•Create myth that KENJOT:

Ø Is not only good for health, but it can even heal sickness

ØIs good for skin

ØBrings extra refreshness and energy

ØIs simply better than any other mineral waters

ØElevates them to be of higher status