Finding and tapping the need gap for bottled water
2. Zeroing in on the primary as well as the secondary target segments
3. Possible entry strategies in a nascent industry
Research plan
Stage 1: Secondary research
• Water supply and quality of water across the various States
• Information on the sanitation and other facilities
• Understanding the growth of health mindedness among people
• Regulatory policies and practices
• Data on acceptance of ‘want’ products (cool drinks, other forms of colored water)
• Bottled water- growth and category information
o Players, category penetration, category growth and development, roadblocks and supports
• Background information on the Competition
o Company history and verticals it exists in
o Reason for entering the bottled water market
o Market strategy –price, distribution, etc
o Brand growth and market share data
o Positioning, target audience, media selection
• Category mapping
• Market sizing and segmentation basis
o Water quality and conditions
o Health consciousness
o Tourism
o Weather factors – dry, arid and humid regions
Stage 2: Primary research
• Methodology: Focus Group discussions
o Men and Women
o Age 16 to 45 years
Probe areas
• Health- meaning, importance and aspects of
• Role of each element that constitutes health
• Role and importance of water in daily life
• Quality of water they experience in the various areas – home, office, while traveling, restaurants
• Difference between safe and pure water
• Importance attached to drinking safe water
• Importance attached to drinking pure water
• Methods they employ to ‘purify/ make safe’ their water
• Significance of each method
• Acceptance of ‘purchasing safe / pure’ water
• Their interaction with bottled water
o When did they buy
o Reason to buy
o Experience
• Competition check
o Bisleri- equity and their interaction with the consumer
o XYZ- equity and their interaction with the consumer
• Category mapping for the various players
• BLC equity
o Current existing market equity and interaction with the bottled water market
o Values that can be borrowed to extend to safe/pure water
o Values to be brought in
• Areas of dissonance (among management) with their current practices and methods for ensuring safe/ pure water
• Extras that are required by them to differentiate the BLC ‘safe / pure water’ from the brands already available
Research matrix
Group 1: working males, married with kids, age 30 to 45 years
Group 2: working males, unmarried, age 25 to 30 years
Group 3: Housewives, married with kids, age 25 to 35 years
Group 4: Working women, age 25 to 35 years
Group 5: Health conscious men, age 25 to 30 years
Group 6: Health conscious women, age 25 to 30 years
Group 7: College kids, male and female, age 15 to 25 years displayed 300 characters
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Assuming that you are from the agency, prepare a tentative marketing research proposal with the following; marketing decision problem, research problem, Research plan, and information collection methods.
Marketing Problem
Exploring gaps (latent or otherwise) to create a brand and price value for a freely available commodity- water
Research Problems/ Objectives
1... displayed 300 characters
