Promotion of Recycled Water for Drinking in Frankston - Case Study Example

RECYCLED WATER FOR DRINKING IN FRANKSTONE FRANKSTON BLUE WATER SERVICES BLUE WATER FOR DRINKING Table of Content Executive summary ii Introduction 1 Target audience 2 The brand 4 Encouraging action from the target (Attention) 4 How to get consumers connected 5 Create brand awareness for your company so as to penetrate market by 70% 5 Defining a need the product or service can fulfil 6 To stimulate continuous usage by 50% from the population 7 To gain 30% overall market share by December 2011 8 Media plan 9 Conclusion 12 References 13 Executive summary Times are changing and consumers need to be given preference in terms of accessing the best products which are engineered to satisfy their consumer needs and create a nice impression that they shall not get any other product better that this which fully satisfies their demands. As a company, we have developed a good product, we will ensue consumers get all the relevant information about it and create brand loyalty so as not to allow consumers shift from our product to those of rivals. Frankston being an area with moderate rainfall and a large number of inhabitants, we as the city council have decided to come up with waste water management program aimed at making maximum use of any available waste water, treating the water and selling it to consumers at marginally low rates. This is aimed at ensuring all homesteads are well supplied with clean water for drinking, cooking and watering plants not to mention the water will be available for commercial use like washing of vehicles at car wash stations. Health of individuals especially children is very important, and Frankston being a purely residential area, it has many babies and they may be exposed to bad health if they consume untreated water which may arise if the child for example is swimming and happens to swallow contaminated water. That is why we are encouraging all users to e connected to our water services and be able to enjoy clean water, which has a guarantee that you will always access it at your taps all day long. Introduction Frankston is a leafy town in Victoria, Australia which is mostly a residential suburb but it is in the process of re-establishing itself into a tourist destination given the large number of game animals in the area. Most of the inhabitants are employed in nearby towns and so they do commute daily leaving their children in Kindergartens and Children’s homes around that area. The area relies mostly on wells which are not so reliable in giving clean water more especially for the young babies who have to rely on the water from the locality most of the time. Water for drinking at the moment is bottled and has to be purchased from retail stores. Our blue water will be used for drinking directly from taps, washing clothes and foods as well as for all general cleaning works. Our city council hospitals in the past have handled cased resulting from consumption of contaminated water which can be costly to cure. That is why we have decided to treat waster water and give a guarantee about its safety for all the consumers in the locality. We are doing this since we know that consumers like drinking clean water and that has pushed them to buy bottled water which is an additional expense of traveling to look for this precious commodity hence our guarantee that the products will be clean and free from any form of contamination. This arrangement is a good one given the fact that we shall be relying on waste water and not rain water to supply our consumers. Waste water is quite a lot and it will assure us of continued supply hence our goal to make your supply stable is achieved. Drilling wells is costly and that is what big homesteads are doing as the moment, we will ensure that you will not be frustrated to the extent of spending so much cash to drill a well since most of you know that our underground water levels are very deep and may consume so much time and money trying to dig a well. Finally, treating water will make our environment clean since this water will not be disposed to our main water sources; instead it will go back to our homesteads for use and comes back to us for recycling. We hope that you will work with us in this venture so that you as the consumer will get satisfaction. Target audience Clean water should be a preserve for all inhabitants and should be made available without discrimination or rationing and unconditionally, so we as the city fathers have decided to make it a priority to make sure that your health should come first and in that respect we are addressing the issue of not having clean water for drinking as a priority. Our priority goes to children within Frankston, since they always consume water from the area and if they will access dirty water, they will be infected. Most children like playing water and in most cases, the water they play with ends up into their stomachs which means you may not be in a position to control what your baby does when accessing water. This calls for making sure that all the water we leave within the reach of our children will be safe for drinking and we shall not bother if the baby drinks it or not (Fisher and Henkel 2010). While walking or exercising, our bodies lose so much water and needs constant replenishment, and it can be expensive to keep buying water for the whole period you will be exercising. This prompted us to make sure water that water will be running in taps within the gymnasium and will be clean so you can drink as much of it as you can so that you can maintain good health (Mohammed 2008) People who go to offices as well need to access water which is safe and this will be made available at office drinking rooms. The safety of this water is high and we are making sure that one does not lose time walking around looking for drinking water hence wasting precious office time, so carrying enough water means that you have a good supply to drink while driving to the office hence helping the mind to be alert while driving and working. School children as well like playing a lot with water at swimming places, a factor which makes the school authorities to ensure they supply children with treated water at swimming pools so as to safe guard children against contracting diseases which can result from consumption of bad and untreated water (Syam and Dellaet 2002). Our water is good for plants as well due to the fact that it has been treated to remove minerals which might be harmful for plant growth. Those individuals who have gardens and flower lawns can water their plants at anytime without fear of loosing the plants to chemicals. There are a number of modern shopping malls within Frankston and this means that there will equally me many visitors shopping around who may feel thirsty during hot weather and so will require services of water. This is why we shall ensure that all shopping centers are connected to clean water which they will use for their general cleaning and also give to their customers for consumption, a factor that will make customers royal to their products. Frankston is slowly being converted into a tourist site owing to a large number of wild animals in the area. These tourists will need water to drink while they are staying around and so we shall ensure that all game reserves are connected to our water supply so that they can avail this to their tourists and can as well give this water to wild animals in times of drought. I suppose that working with our current target audience in mind and many other smaller users, we shall be able to make the entire community have access to clean water for drinking at all times (Galbi 2001). The brand As the first issue to address when setting up a plant for water management is the marketing channels to follow while sensitizing individuals about our water services. The following are the creative objectives and creative strategies to be followed to make sure that our product brand gets the nod from consumers. Encouraging action from the target (Attention) This product is available to the general public for consumption at all times of the day, is well treated, affordable and availability is guaranteed all day long without having to walk and look for it as long as you make the bold move of subscribing for connection. There won’t be disconnection of this service not unless there is a big water bill to be cleared by the consumer and the consumer has not provided any communication for non-payment. In essence, this is a must have service for every home, engineers will be availed for connection of the water service within a period of two months free of charge after which they will be charging for connection charges. In that case we are informing and requesting you to make good use of this opportunity to ensure that you are connected to this service within that period to ensure full usage of the water service (Gaspersz 2007). How to get consumers connected We will be carrying out a promotion whereby the very first consumers to be connected in every strategic area of the town will have water bills for the first three months waived by the company so as to ensure more clients are connected and access and make use of this vital service. We shall have our engineers moving from one area to another within the city with an aim of connecting new clients to our water service and they will be doing this service for free. Mapping will be done to determine the best places for having the tap stationed for easier access to all (Narayanan et al. 2003). Create brand awareness for your company so as to penetrate market by 70% This is the best product in the market with guarantee that it is healthy and the water does not need further purifying so as to make it ready for drinking. It is ready for consumption at all times, can be refrigerated so as to help make it quench thirst better, is safe for consumption by all age groups and can be used for virtually all house work in its current state and form. The service delivery is guaranteed and incase of a broken pipe, there is a 24 hour customer service plan to ensure that reconnection is done within the shortest time possible with service level agreement being two hours since the time reporting has been done for the damage. Brand awareness will be done through advertising on the media by the company on behalf of the city council by the popular communication channels like the daily newspapers and radio stations. There will be advertisements running daily to inform people about the availability of this cheap service and thus the need to have themselves connected to enjoy the facility (Schroeder 2008). Defining a need the product or service can fulfil Water is life and we can not do without it in our lives, as we carry out the daily chores, so we need to consume at least one litre of clean water every day so as to ensure our bodies are healthy; properly functioning and we do not become dehydrated. In that respect, we decided to device a way to ensure that you don’t have to spend money drilling boreholes to access water for use in your homes since that water will not be clean and you will incur further purification expenses to ensure the water is safe for drinking. You will be bathing your babies directly in this water and use it at your swimming pools without adding any further treatment. Actually, the product has been made very clean for your sole health purpose to give you a strong body for carrying out your daily duties without the fear of contracting water diseases. How to ensure fulfillment Our water is very pure, has been added requisite minerals which will aid in body construction and repair and you will have a guaranteed continuous flow from our taps. This water can be carried in any container without fear that it will react with the container as long as it does not provide room for rusting. The water is tasty and so will be able to fulfill your drinking requirements and will as well serve the purpose of watering you crops without fear that they may wither since the water does not have high levels of minerals. This water is well recycled and in the purest form possible in the market at the moment (Schroeder 2009). To stimulate continuous usage by 50% from the population We have the capacity to serve the whole town with continuous supply of water any time of the day, and we will be in a position to meet all demands be it watering crops or washing your vehicles and so we encourage you to make good use of the water as long as you do not let taps flowing so as to safe on your meter reading. Our source of water is collecting already used water and purifying it so you don’t have to worry about the possibility of your taps running dry even when we are experiencing periods of low rainfall. We will station our customer care agents in major public places and road junctions to help address all your concerns and unanswered question and as well help you get the idea on how to make maximum use of our resources with minimum wastage enabling all of us to enjoy good lives. The way to stimulate consumers to make continuous usage of this resource is by informing consumers through advertisements that this tap water will be clean and pure and that it will be used for all household chores including drinking, by humans and animals, watering plants, washing houses, clothes and vehicles and above all to carry around so that they could drink it while working, shopping or walking and exercising. This way the consumers will get the maximum benefit of our products as compared to competitors’ products (Schroeder 2005). To gain 30% overall market share by December 2011 We want to have the whole city connected with our water service free of charge from August to October 2011. We are doing this because we want to ensure that all of the inhabitants have access to pure clean water for various uses within their houses including direct drinking without having to treat the water further. We are providing a guarantee that the water will flow continuously without any hitches, it will be the best possible drinking water on earth and can be carried around so that you can consume it wherever you will be. This means that you will have the privilege to have access to the best resources in the market which will be cheap and within your market environment ready for your consumption. We shall be carrying out promotions by draws whereby random users will have their water bills waived for one month and this is aimed at giving our users the chance to experience our products free of charge so as to inform others the advantages they are deriving from the regular use of this product. Gaining 30% of the market share will be made possible by ensuring that consumers get to enjoy the reliability aspect of the water service by not experiencing water rationing and by getting to know and experience only clean and pure water. This will as well be communicated through the media so that consumers will be aware that the supply is continuous and shall have no hitches at all. A nice treatment will guarantee that consumers have total faith in the water we shall provide for consumption, there will not be any reported cases resulting from consumption of our products and the cheapness on the commodity will enable us to gain the target market share (Borgerson and Schroeder 2005). Media plan The primary media for advertisement will be TV and the advertisements will appear on prime times like before watching news or while airing addictive programs like soap operas and this can run for a period of three months. This will be the media of choice given the wide coverage and has more users who watch various TV channels. The target audience will be both the young and old, where the old will make decisions for getting connection deals with our water engineers while the young can convince the elderly to acquire the service if already they don’t have it. The second type of media advertising will be radio stations where we shall make an arrangement for consumers to be informed at an hourly interval about our product and importance of using it and this can run for a period of three months. Radio advertising will target travelers who will be using radios in cars as well as people resting at homes who will get to hear about our products. Radio advertising though may not reach many working class people since they rarely have time to listen to radio. We shall then use newspaper adverts and inserts which can run for two months, this will reach many working class people and as well can be kept for future reference incase one wants to get further information. Target audience here include all educated people who can read and write The internet banner adverts will be designed and run for five months, they will be tiny but educative since once one clicks on it, it will open our main page which has all the requisite information. Internet advertising is very educative given the fact that it directs one to the company website automatically for further information. Target group here includes all working class people and students. The cost implications of accessing internet though could be a hindrance. After this, we will put occasional advertisements and inserts in magazines of major interest and our target population will be young ladies and men who are aged between 25 and 40 and they like reading about fashion in magazines (Raghavan and Balaji 2009). To carry out a proper advertising management, we will create an attractive advertising design. We will carry this out by working out an appealing theoretical framework and therefore we will make sure our advertisements are very catchy and worth to look at and read effectively therefore that means giving it some time to look at. A proper advertisement plan will always remind consumers of your brand, its existence and any new benefits associated with it, therefore making sure that consumers will not always miss enjoying our wonderful product (Narayanan and Machanda 2006). Our advertisements will appear on local newspapers and will contain information about the company aspirations which is clean water for all citizens and inform the public of any promotions available like the of free connection. The execution frameworks has to be done such that it will be easier to quickly read through the advertisement and recall the message later, so the advertisement should not be clogged, rather simple and has very few but useful information. Internet marketing will be useful by first of all constructing a company website which has all the relevant information about our product, its uses and conservation. It should also carry message on the various uses that can be put into the consumption of this water and an online feedback form where all consumer issues will be addressed and proper and timely feedback will be given. We shall prepare a nice small template which will appear on Google ad words such that our company products will be available to many internet users within Victoria (Brady, Fellenz and Brookes 2008). Various promotional tools will be put in place and this include consumer promotions like having consumer bills waived in a draw where winners are selected randomly, giving consumers free connection to water so that they only buy connection pipes, advising consumers on the best ways of making use of our products and the various uses to make use of this product. Personal selling as well will help and this will be carried out by employing people to be stationed at strategic places where they will give information to consumers about our product and they will capture contact detains of those interested to be connected and our engineers will work out to ensure water flows in their homes within the shortest time possible, this will be done once they pay a deposit and buy connection materials (Onishi and Manchanda 2010). We will carry out trade promotions by funding some projects in the area like planting trees and maintaining them within the locality, cleaning the environment and also offering scholarships, all aimed at sensitizing clients about our fantastic products. We will as well maintain some national parks, with well branded message showing that our company is responsible for all this good works, this will prompt consumers to dig for more information about this company and they will find out about the products we offer and this will result in more consumers joining on board (Shamsuddoha et al. 2008). Conclusion Product selling will be easier if well advertised and promoted through the media which will be made possible by ensuring that the company has a good corporate image, it satisfies consumers and their needs well since a business will not be in business if it cannot satisfy consumers’ needs. Once the corporate image is well designed, a strong brand will emerge of which consumers will identify with at all times and this forms the buying behavior. This can be made possible by having a proper media plan which calls for good customer relations management and good public relations, all this will be successfully executed by ensuring that we carry out a proper and well organized database marketing where online storage for as much useful information about the company and its products as possible will be carried out and this will help consumers to access the information freely at will and they will be satisfied with what they will read and in that case connection will be easier. We will as well carry out an organized an organized consumer database so as to have good consumer relations and this will build on our media plan since the consumers will find it easier to have their issues sorted out with well captured and arranged data. 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