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Team Bunny, May, 2014 ECO-BARTH MARKETING PLAN WATER-SAVING PRODUCT

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Team Bunny, May, 2014

ECO-BARTH MARKETING PLANWATER-SAVING PRODUCT

Outline

• Current Facts• Market Analysis• SWOT Analysis• Competitors Analysis• Marketing Objectives• Market Segmentation &

Budget• Marketing Mix• Implementation Plan,

Evaluation and Control

• Nguyen T Thanh Thuy

• Dao Thanh Hang• Nguyen Nhu Quynh

• Tran T Hoai Thuong• Tran Thuy Linh

Current FactsIn the world: 25 million people died because of lacking fresh water By 2020, 40% of human will live in areas of scarce water. 1,4 billion of people in mainly Asia or Africa is not able

to access fresh water

In Vietnam: There will be lack of fresh water in the dry season 60-70% of people can use fresh water in big cities While only 30-40% of people in rural can use fresh water

Market Analysis Market size

Potential customer: Households & companies located in Hanoi & Ho Chi Minh city.

Market growth Start in our target market

→Collect the respond or opinions of customer to improve and then enter to new market

Market Analysis Market needs Reasonable price Saving – water product Good design

Market trendsPay more attention on saving water

– The water supplying in summer 2014 is limited– Fresh water demand is increasing 3-4% in this

year

SWOT Analysis Strengths: Produce a very new Remain reputation as an eco company Have a group of energetic and flexible employees Have low – cost materials suppliers while using modern

technology

Weaknesses: New company Young and inexperienced employees

SWOT Analysis Opportunities People are more concerned about environmental problems Economic conditions are unstable Support from some environmental organizations

Threats Existing competitors New companies

Competitors Analysis Inax: Faucets, sink and toilet Luxury design and elegant forms High quality products

Toto: Faucets, toilet bowl and sink Simple and sophisticated design Suitable price

® Years of development and establishment® Diversity choices

Marketing objectives

1. Change the consumer’s attitude of saving water in order to saving the environment.

Water is a sustainable resource

Water has close relationship with environment

Saving water does not only reduce the amount

of water used in unnecessary things, but also

recycle the usage water

Marketing objectives

2. Providing product awareness of Eco Bath among target customer.

Eco Bath is created by Jang Woo-Seok, South Korean designer

Use 50% new water and 50% used water

Benefits of the project to customers:– Customer’s life will be more green and friendly with

nature– Enjoy their life with model technology without

destroying the nature.– Experience the brand new product in the market

Marketing objectives

3. Gross sale is expected to reach one hundred million a month

Selling more than 90 products/month

The next year, the sale rises 15%

MARKET SEGMENTATION

GEOGRAPHIC• URBAN AREA• SUBURBAN AREA• RURAL AREA

DEMOGRAPHIC• HIGH INCOME

• URBAN AREA

GOOD CONDITIONS

HIGH INCOME

Market Segmentation FactsIn the year of 2014

• Hanoi

• 100% fresh water for 10 districts• 43.25% for suburban area

• Ho Chi Minh

• 89.43% citizens have fresh water to use

• 4,500 billion VND (need) to provide fresh water for 100% citizens.

Waste of water is 34%

Eco Bath

BudgetTotal estimated expense/month:

440,000,000VND

• Salary: 50 employees x 3,000,000VND = 150,000,000VND• Product Expense: 100 units x 2,500,000 VND = 250,000,000VND• Marketing Expense: = 40,000,000 VND

Product

• Eco Bath

• Created by the South Koren designer Jang Woo-Seo

• A dual water-tank designed primarily to recycle water rolling down

from a washbasin.

• 2 key parts: Left part having recycled water,

Right part comprises of tap water

Material: Stainless Steel

Colors: White & black

Dimension: 1760x1060x890mm

Price

• 2 objectives:

New market: Penetrate into new market with the set price.

Profitability: Whether the company is able to invest and develop or

not.

• Pricing method: Full costing (variables cost, fixed cost, tax…)

5.500.000 VND per product

• Special Offer: 10% Discount

Place

• 3 main kinds of distribution in Hanoi and HoChiMinh City

Showroom

Retail

Website

• Free delivery for all types of purchases in Hanoi and

HoChiMinh City

• Ship to other small cities or provinces

Promotion

• Persuade customers buying our products

• Raise their awareness of saving fresh water

Target of communications is also salesperson

• Develop our customers’ service quality

• Advertisement :

TV commercials

Billboard

Endorsement

• Avoid using leaflet

Implementation Plan

• Changing people’s perspective in using water >> Water-saving awareness

• Visible presence at Events

Online searches

Networking and strategic alliances

This visibility will help gain capital.

Implementation Plan

• Establish communication (distribution) channels that pinpoint relevant constituents in a manner consistent with mission values

• Receive the proposed value in a timely manner, with consideration given to Quality versus quantity of results

Alignment with existing objectives

Overall experience with the ECO-BARTH brand

Evaluation and Control

• Build relationships with prospective customers.

• Understand customer needs.

• Ensure alignment between ECO-BARTH’s product and

customers’ recruitment preferences.

References• Chris Burns (21st May, 2009) “Use Your Water Twice”. Retrieved from

http://www.yankodesign.com/2009/05/21/use-your-water-twice

• Hà Nguyễn, (2014) “Hà Nội: Nước sạch chỉ đảm bảo cung cấp đủ cho 10 quận nội thành”. Retrived from http://www.baohaiquan.vn/pages/ha-noi-chi-dam-bao-cung-cap-100-nuoc-sach-cho-dan-so-10-quan-noi-thanh.aspx

• Goods Home Designs, “Innovative Eco Bath System by Jang Woo-Seok”. Retrieved from http://www.goodshomedesign.com/innovative-eco-bath-system-jang-woo-seo

• Ly Hanh, Tuan Trong (26th Aug, 2009), "Nươc-cau chuyen ham nong toan cau". Retrieved from http://www.thiennhien.net/2009/08/26/nuoc-cau-chuyen-ham-nong-toan-cau

• N.T.ĐA (24th Aug, 2005), "Nuoc sach la chia khoa cua su phat trien ben vung". Retrieved from http://chuyentrang.tuoitre.vn/TTC/Index.aspx?ArticleID=95007&ChannelID=3

References•Nam Văn, (2014) “Cân hơn 4.500 tỉ đông đê tất cả hộ dân TPHCM co nước sạch”. Retrieved from http://www.thesaigontimes.vn/110426/C%C3%A0n-hon-4500-t%E1%BB%89-d%C3%B2ng-d%E1%BA%BB-tat-ca-ho-dan-TPHCM-c%C3%B3-nuoc-sach.html

•Nguyen Hanh (12th May, 2014), "Ha Noi: Nguy co thieu nuoc sinh hoat". Retrieved from http://www.baomoi.com/Ha-Noi-Nguy-co-thieu-nuoc-sinh-hoat/144/13783492.epi

•Nguyen Nam (19th Feb, 2012), "Nuoc sach va ve sinh moi truong". Retrieved from http://www.ninhthuan.gov.vn/chinhquyen/soyt/Pages/NUOC-SACH-VA-VE-SINH-MOI-TRUONG.aspx

•Tamil Nadu (26th Mar, 2013) “Save water through recycling”. Retrieved from http://www.thehindu.com/todays-paper/tp-national/tp-tamilnadu/save-water-through-recycling/article4549682.ece

•Tien phong, (25th Mar, 2008), "5.000 tre em ni chet moi ngay vi thieu nươc sach". Retrived from http://www.thiennhien.net/2009/08/26/nuoc-cau-chuyen-ham-nong-toan-cau/

Thank you for listening!