Bisleri Bottled Water

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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 pure...
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