Bisleri Bottled Water
Bottled Water (A)
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. 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
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. 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