Case Study Unit 7 Kristal Water
PRESENTATION UNIT 7
MARKETING
Good afternoon Ladies & Gentlemen! Welcome to our group’s presentation. Please allow me to introduce myself. My name is Nhu & the purpose of today’s presentation is to discuss the topic “Marketing”. I hope my presentation isn’t going to take too long and that you will find it interesting. So as not to waste your precious time, let get started right now.
As you know, marketing is one of many important fields in business. Marketing mix has 4P’s including: product ( goods or services are available), price ( the cost to the buyer of goods or services), promotion ( inform customers about products and persuade them to buy) and place ( where goods or services are available). When the company wants to increase its profit through buying product, marketing mix is very necessary.
Now I think we are all clear about what marketing is. So let consider the real issue: KRISTAL WATER. Let take a look at their background & their launch for the product. Firtstly, about the background: Kristal is a bottled water, it’s manufactured by a US company (HFDP). It is advertised as the purest water in the world and its target is have a healthy lifestyle. And here is their launch: Kristal was launched last year in California. Its slogan is “ There is no purer drink in the world” and it’s sold at the price $3. It’s sold in clear glass bottles are in 1-litter sizes. The brand name is Kristal is printed in large black letters on the label, with a picture of a waterfall. And it is available in delicatessens and health food shops. But after 6 months, the product launch was a failure. Sales were 60% below forecast and very few people knew this product. The question is WHY?
Let have a look at the places where Kristal and some competing brands are available. As we can see, Kristal is only available in delicatessenes and health food shops while their competing brands are also available in supermarkets and convenience stores that is easier for the
MARKETING
Good afternoon Ladies & Gentlemen! Welcome to our group’s presentation. Please allow me to introduce myself. My name is Nhu & the purpose of today’s presentation is to discuss the topic “Marketing”. I hope my presentation isn’t going to take too long and that you will find it interesting. So as not to waste your precious time, let get started right now.
As you know, marketing is one of many important fields in business. Marketing mix has 4P’s including: product ( goods or services are available), price ( the cost to the buyer of goods or services), promotion ( inform customers about products and persuade them to buy) and place ( where goods or services are available). When the company wants to increase its profit through buying product, marketing mix is very necessary.
Now I think we are all clear about what marketing is. So let consider the real issue: KRISTAL WATER. Let take a look at their background & their launch for the product. Firtstly, about the background: Kristal is a bottled water, it’s manufactured by a US company (HFDP). It is advertised as the purest water in the world and its target is have a healthy lifestyle. And here is their launch: Kristal was launched last year in California. Its slogan is “ There is no purer drink in the world” and it’s sold at the price $3. It’s sold in clear glass bottles are in 1-litter sizes. The brand name is Kristal is printed in large black letters on the label, with a picture of a waterfall. And it is available in delicatessens and health food shops. But after 6 months, the product launch was a failure. Sales were 60% below forecast and very few people knew this product. The question is WHY?
Let have a look at the places where Kristal and some competing brands are available. As we can see, Kristal is only available in delicatessenes and health food shops while their competing brands are also available in supermarkets and convenience stores that is easier for the