Market_Research

Market Research Chosen product There are several countries in the world where water quality is still an issue even in these times of advanced technology and miraculous medical interventions, and the cause of many diseases that take lives every day, regardless of age. Two countries this paper will be referring to are India and Niger, Africa, where the drinking water quality issue has been long debated and targeted by various organizations. The need for o solution is a high pitched scream. Since every project starts with baby steps, and since tremendous global efforts are needed in combating such horrific issue, a start to help lay out a strategy for the short run until the long run can be executed, is to introduce the Brita water filter pitcher. It is easy to carry, easy to handle and easy to store, but it will surely help the population in obtaining a better quality for the drinking water consumed by their families. Since the drinking water shortage is increasingly becoming a concern for the global population, in Nigeria and India, it is even worse. A Brita eater filter pitcher is the solution for the short run. Rationale for choosing the products According to a study conducted by several agencies, such as the Ministry of Water Resources, Ministry of Urban Development and Poverty Alleviation, along with many others, regarding the quality and shortage of drinking water in India, the lives of people as well as the environment around them is slowly being affected. During summer times, when the demands for agriculture, industrial and domestic must be met, drinking water is not available. The chemical contaminants such as fluoride, arsenic and selenium are a very serious health hazard in India. An estimated 70 million people are at risk of such contamination (SURSA). The water charity WaterAid, along with UNESCO and other different organization, also make efforts in spreading the word about the poor quality of drinking water in Niger, one other country where difference agencies and organizations are making tremendous efforts to raise awareness, and how it can be improved by sustained plumbing, changes in land use and contamination by human waste. According to UN’s and IRN humanitarian information unit diarrhea caused by the contaminants in the drinking water, is a major childhood killer in Nigeria, and its occurrence could decline by 15% if water quality was improved. Ability of the product to compete in the market After several market studies, Brita decided to select Nigeria, Africa as the primary foreign market. A test market will be conducted in Lagos, Nigeria, in order to find the best channels to convey the message to the population in a larger city before expanding into larger territories of the country. In India, the primary market will be Mumbai, where a large population is affected by the poor quality of the drinking water. The marketing team is aware that Brita water filter pitchers do not require the use of electricity or large storage spaces, so the product should be fairly easy to introduce. However, there are a few concerns when attempting to enter the foreign markets and those are the cost and ability to show the convenience and benefits of the water filter pitcher, especially that poverty is at its highest in these areas, and the working population isn’t looking to spend money on something unknown to them. The marketing will be geared toward the wealthier areas of the population who could afford to purchase the product (the multiplier effect). Although several products aimed to improve the quality of drinking water may already be available in Nigeria and India, the high cost they are being offered for makes it quite difficult and even impossible to certain levels of the population, especially the poorer ones, to ever be able to purchase and use them. However, just like Toms campaign, One for One, where the company will give away a pair of shoes to a child in need with every pair purchased, Brita could run a similar campaign to target the wealthier parts of the population to purchase the pitchers at very competitive prices, and offer a free pitcher for each one purchased to the less fortunate ones. Although the poor quality of drinking water in each of the two countries has a greater impact on the poor population, even the wealthier ones are dealing with the issue at some level, especially because of the water shortage, and spreading of diseases across the country. Assessment of the Domestic and Foreign Competition. Market size, potential and growth. Both Lagos and Mumbai are very large markets, but definitely not the largest ones within these two countries. According to Indian Online Pages, the population of Mumbai is 12.5 million people between the city and the suburban areas (Indianonlinepages.com, 2011). The population in Lagos in the city and mainland are approximately one million total. Due to the large size of the market and since access to television or radio is very limited in these parts the marketing campaign would heavily rely on in person efforts for the distribution of the products to the less fortunate ones. A strong presence in the market is vital in order to generate demand for the product and create potential and growth in the targeted areas. As soon as everyone sees the benefits of using the Brita water filter pitchers and how this can improve their health, it is only a matter of time for this product to become THE solution for a better life affordable to each family in need. Demand will go up, and eventually the supply will go down. However, since the purpose of this project is to provide a quick solution to a pressing issue, Brita will ensure there is enough supply of water filter pitchers, this way, reaching a state of equilibrium in the market. Conclusion In conclusion, the target population for the launch of the Brita water filter pitcher will be in Mumbai, India and Lagos, Nigeria. Both countries have over one million people that can purchase this product in order to overcome the health issues and early deaths of the population due to the poor quality and shortage of the drinking water. Because Brita offers a free pitcher for every pitcher purchased, the ability to reach all levels of the population should go smoothly, because of the increased awareness targeted by this marketing campaign. References Drinking Water Quality In India. (n.d.). Retrieved from http://www.whoindia.org/LinkFiles/SDE-Workshop_Water_Quality_In_India_MOH.pdf Afripol. (n.d. ). Nigeria: The lack of drinking water and dangers of water boreholes . Retrieved from http://www.groundreport.com/Business/Nigeria-The-lack-of-drinking-water-and-dangers-of-_3/2920544 Resource, O. (2011). Mumbai's Population. Retrieved from http://www.indiaonlinepages.com/population/mumbai-population.html WaterAid. (n.d.). Testing the water in Nigeria. Retrieved from http://www.wateraid.org/international/what_we_do/where_we_work/nigeria/4245.asp TOMS. (2012). Retrieved from http://www.toms.com/