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
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