Marketing Plan

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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






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