Bisleri bottled water

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 water2. 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 informationo Players, category penetration, category growth and development, roadblocks and supports • Background information on the Competitiono Company history and verticals it exists ino Reason for entering the bottled water marketo Market strategy –price, distribution, etco Brand growth and market share datao Positioning, target audience, media selection• Category mapping• Market sizing and segmentation basiso Water quality and conditionso Health consciousnesso Tourismo Weather factors – dry, arid and humid regions

Stage 2: Primary research

• Methodology: Focus Group discussionso Men and Womeno 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 watero When did they buyo Reason to buyo Experience• Competition checko 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 yearsGroup 3: Housewives, married with kids, age 25 to 35 yearsGroup 4: Working women, age 25 to 35 yearsGroup 5: Health conscious men, age 25 to 30 yearsGroup 6: Health conscious women, age 25 to 30 yearsGroup 7: College kids, male and female, age 15 to 25 years