Amrut Jal Low-Cost Water Mass Marketing

GROUP N |

MARKETNG PLAN FOR AMRUT – JAL (LOW COST PURIFIED WATER) |

ACCV PROJECT (Term 1) |

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GROUP N |

6/13/2011 |

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Contents

Background 2

Executive Summary 2

Objectives 2

Marketing Analysis (The 5Cs) 3

Target Segment and Positioning 5

Marketing Mix 7

Review & Control 8

Contingency Plan 8

References 9

Appendix 9

Appendix I: Break –even analysis of the Project 9

Appendix II: Assumptions for Breakeven Analysis 9

Appendix III: Survey Questionnaire 10

Appendix IV – Survey Responses 10

Appendix V: Facts on availability of drinking water 14

Appendix VI: Production Process 15

Background

Global Scenario

The Water Health Organization (WHO) reported that more than 1.1 billion people across the globe draw water from unsafe sources,causing widely spread diseases like diarrhea, Cholera, Enteric Fever, Jaundice, whipworm, Polio etc. These are in addition to the various water washed, water based diseases and those that are caused by insects breeding in water.

The Indian Context

The health burden of non-availability of drinking water of good quality in India is enormous. It is estimated that around 37.7 million Indians are affected by waterborne diseases annually, 1.5 million children are estimated to die of diarrhea alone and 73 million working days are lost due to waterborne disease each year. The resulting economic burden is estimated at $600 million a year. The problem of chemical contamination is also prevalent in India with 1, 95,813 habitations in the country affected by poor water quality.

Executive Summary

Our company, AQUAFRESH is a leading market player in the packaged drinking water business in Western India. We have already been producing high quality packaged drinking water using the latest technology and we are a well-recognized name in the industry.  We want to venture into providing mass drinking water solution for the rural and under-privileged areas at an economical cost.

Our Company...