Marketing Plan for Water Harvesting in Namibia

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Marketing Plan
ProFunnel by ProAqua GmbH & Co. KG
Product Management – Prof. Dr. Claudia Hensel

Fachhochschule Mainz
University of Applied Sciences

Table of contents

I. Marketing Plan Summary (Executive Summary)……………….………………………3 II. Corporate Connection..……………………………………………………..…………………….4 III. Environmental Analysis and Forecasting…………………..……………………………..5 1. Major environmental factors……………………………..………………………………5 a. Social / Ethical……………………..……………….………………………………5 b. Technological……………………………………………………………………….5 c. Economical……………………………………………………………………………6 d. Environmental………………………………………………………………………7 e. Political / Legal……………………………………………………………………..7 2. Competitive Analysis – Porter’s 5 Forces…………………………………………….8 f. Bargaining power of suppliers……………………………………………….8 g. Threat of substitution……………………………………………………………8 h. Threat of new competition……………………………………………………9 i. Bargaining power of customers…………………………………………….10 3. SWOT – Analysis…………………………………………………………………………………11 IV. Segmenting – Targeting – Postitioning………………………………………………………12 V. SMART Analysis…………………………………………………………………………………………13 VI. Product Specifications (4P’s).…………………………………………………………………….15 4. Product……………………………………………………………………………………………….15 5. Place……………………………………………………………………………………………………18 6. Price……………………………………………………………………………………………………19 7. Promotion…………………………………………………………………………………………..24 VII. Resources needed to support strategies and meet objectives…………………..25 VIII. Marketing control……………………………………………………………………………………...26 IX. Conclusion………………………………………………………………………………………………….27

Addendum
X. List of Sources…………………………………………………………………………………………….28 XI. Calculation of cost (cost based)………………………………………………………………….29

I. Marketing Plan Summary (Executive Summary)

In the future, the world will be facing water issues. Drinking water is becoming a limited resource and less people can be provided with it. The task will be to find new methods to counteract this trend. We thought of a simple solution, to gain water and transfer it into drinking water. Since desalination and disinfection are very expensive processes, we decided to use every day natural forces like rain and fog. We’ll collect it in a very simple but effective way: many greenhouse foil – layers will prevent the rain from draining away. Additionally, a special fibre based, 3D material with micro- and nano structures and coating for extreme light conditions will collect fog out of the air. The collected water will be stored in an underground tank. From there it is easily accessible through a pipeline system and becoming drinkable through filtering. Because of simple but effective technology, the product is highly competitive through low cost. The size of the funnel is adjustable which gives a great flexibility installing it.

Our mission is to build the first pilot funnel in the south of Namibia and then expand nationally and internationally. For choosing the right place to build the funnel and start business in, we did an external market analysis, which you can find in this document.

We believe that the funnel is a great and sustainable idea to prepare for future issues regarding lack of water and therefore to improve water and hygiene standards in developing countries.

II. Corporate Connection

Proaqua is an internationally active enterprise. It is based on the philosophy of its founder and it is now in existence in Mainz. It is founded in 1986. They are offering a comprehensive range of services and maintenance products of water. Proaqua’s goal is high standards in its commitment to the environment for years. Proaqua is all about water treatment. It is already doing some drinking water treatment systems for example Aquaplus. Proaqua offers a patented combination of treatment processes for the...
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