MARKETING MANAGEMENT - 2

CASE STUDY

1. What reasons have led to the increased competition in the mineral water industry?

Ans
As literacy spread in the country, people became more aware about water borne diseases. Before that mineral water was consumed mainly by foreign tourists and afew health conscious indian travelers. Secondly, the scarcity of pure drinking water outside the house and increased concern about the inadequate purification methods used by local municipalities led to an increased demand for mineral water. The mineral market increased from about 40 million bottles per annum in 1992-93 to about 75 million bottles in 1994-95.After seeing the potential market in the segment many players came into field.

2. What suggestion do you have for Bisleri to continue as the market leader.
Ans
Bisleri should work on their promotional strategy. Promotion refers to any communicational activity used to inform, persuade and remind the target market about an organization,its product and its activities. Promotion can directly facilitate exchanges by communicating information about an organization's goods, service and ideas to its target market. Businesses use various promotional methods to communicates with individuals, groups and organizations. Bisleri should use specific combination of these four promotional methods advertising, personal selling,sales promotion and publicity. All or only two or three may be used for promotion.
P Advertising
Advertising is a paid form of non-personal communication about an organization,its products,or its activities that is transmitted through a mass medium to a target audience. The mass medium could be television, radio, news papers, magazines, direct mail, sign on mass transit vehicles, outdoor displays, handbills, catalogues or directories.
Advertising gives marketers the flexibility to reach an extremely large target audience or to focus on a smaller, precisely defined segment of the population.
P Personal Selling
Face-to-face communication with potential buyers to inform them about and persuade them to buy an organization's product is called personal selling. Because of its one-on-one nature, personal-selling can be much more persuasive than advertising. In addition, personal-selling can be much more persuasive than advertising. In addition, personal-selling efforts generate immediate feedback, enabling the salesperson to adjust the message in response to customer's needs for information.


P Sales Promotion
This inducement, Which adds value to or incentive for the product, might take from of a coupon, sweepstakes, refund, demonstration or display. Bisleri can give away free samples as an inducement to purchase a product.
P Publicity
Publicity is a non-paid form of non-personal communication about an organization or its products that is transmitted through a mass medium in the form of a news story. Examples of publicity include magazine, newspaper, radio and TV News stories about new retail stores or products, firms personnel changes or special activities.