THE PROBLEM AND ITS SCOPE
Purified water is water from any source that is physically processed to remove its impurities. Distilled water and de-ionized water has been the most common forms of purified water. Water can also be purified by other processes like reverse osmosis, carbon filtration, microfiltration, ultra filtration, ultraviolet oxidation, electro dialysis and/or etc. Mineral water is water containing minerals or other dissolved substances that alter its taste or give it therapeutic value, generally obtained from a naturally occurring mineral spring or source. Dissolved substances in the water may include various salts and sulfur compounds. The more minerals in drinking water, the harder it is said to be; water with few minerals is described as being soft. Distilled water is water that has many of its impurities removed through distillation. Distillation involves boiling the water and then condensing the steam into a clean container. A few years ago, there were only a few water refilling plants here in Cagayan De Oro City. Those are of which are still famous to the public like Nature Spring and Wilkins. Wilkins was one of those who didn’t do a good job on capitalizing on their market superiority. Unlike Nature Spring who seems like un-formidable in the market today holding big investments in large companies. The Cagay-anons realized the need for this necessity, entrepreneurs invested on it seeking to get a modest share of the market and looking for different kinds of cracks and niches in the market. This was the start of a very competitive and very aggressive marketing and business war, which one could relate to it as a never ending dog battle. As more people entered the market, the more competitive it has begun. Currently, according to the only jug supplier here in Cagayan De Oro, there are already more than 100 water refilling companies here in Cagayan De Oro alone. One of the early people who ventures in this great opportunity was Escanner, Inc. which established Cooldrops. It started out when one of the members of Escanner, Inc. noticed or discovered the opportunity here in Cagayan De Oro City. He then soon recruited more investors for the undertaking of Cooldrops. He then went to Cebu to buy water refilling equipment. He then transported it here in Cagayan De Oro City to a place (building) he canvassed and liked beforehand. As it penetrated it grew and grew the first year. It experienced a boom so big that it had a lot of dealers and customers making the production work overtime and jugs that reached even the Cooldrops parking lot. As many competitors rose and took some customers and dealers from different water refilling stations, Cooldrops became less busy as it was before. And now as we see it, it is still growing, always fighting for a bigger fraction of the market.
The Cool Drops business has a low rate of increase of its customers. Specific Problem:
They lack in marketing communication.
They only have 2 branches located in Patag and Bugo which can affect the distribution process. 3.
The competitors have cheaper price.
To be able to have and choose an effective marketing communication. 2.
To be able to create a strategy that can improve the distribution process. 3.
To be able to lessen the competition by identifying incentives that is attractive to the consumers.
Significance of the study
The conceptualization of this marketing research was borne out of a need to determine the causes why a consumer prefers a certain brand over hundreds of products in the market. This study also explains how a consumer becomes aware of a product given the promotional mix which is product, price, promotion and place to choose from.
The data to be provided in this study will be useful to Cool Drops and other similar business in positioning their product and to gain competitive advantage in the market. Also, data presented will...
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