Case Study 2: Westboro Water, Inc

Soumik Basak 32209Saurabh Ghosh 32305

Herat Trivedi 32253Aseem Rastogi 32235

Ranjit Mundu 32289Yuvraj Kurade 32225

Industrial Marketing Presentation

Executive Summary Business Overview Target Market Goal Marketing Strategy Promotional Strategies Implementation Tactics Budget Evaluation of Alternatives

Marketing Plan

WestBoro Inc. market Purity II Naturalizer Water Unit, is produced by Environmental Control Inc.

Manny is the promoter of the company Invested $20000 Staff – 6 Monthly expenses $4500

Purity II unit is sold at $395 Bi yearly refill replacement $80 Market targeted :- Household consumers Achieved limited success, but isn’t able to

capitalize on full market potential

Business Overview

Residential places Potential commercial places Residential builders Institutions

Target Market

Increase the revenue of WestBoro Water Inc by Expanding into different geographic region Increase the number of unit sold per month per

salesman to 40 unit

Goal

1. Increase distribution of Purity II in other regions

Develop an institutional sales force to seek out opportunities in different region (other than Ottawa Gatineau )

In 3 months time pitch to all the target institution of the region

Marketing Strategy

2. Train salespeople to increase their effectiveness of selling

• Educate customers by door to door sales giving sample of Purity II filtered water

Marketing Strategy (contd.)

Task Sales Target

Sales at end of 1st month 20

Sales at end of 2nd month

25

Sales at end of 3rd month

33

Sales at end of 4th month

40

Personal selling approach to be used Position the product on the basis of convenience, safety

and cost factor It does not require frequent re-ordering hence convenient Cost in the long run is much cheaper

Surety about quality of water rather than trusting a third party

Promotional Strategies

Purity II Waterlife products

Cost of unit=395

Per liter cost=$0.03 Cost per liter=$0.038

Capacity to produce per day=68 liters

Time taken for Purity II cost to match that of Waterlife=1.5 years ( (0.03*68*x)+395=0.038*68*x)

1. Increase distribution of Purity II in other regions

Implementation Tactics

 Task

 Description

Person Responsible Duration (days)

a) Prepare list of all residential builders

__ 2

b) Sales pitch to residential builders

XX 14

c) Prepare list of all institutions

YY 2

d) Sales pitch to institutions in the region

YY 30

Train salespeople to increase their effectiveness of selling

Implementation tactics (contd)

 Task

 Description

Person Responsible

Duration (days)

a) Shortlist a training & development center

Manny 7

b) Brief the training institutes about West Boro Sales and marketing process

AA 2

c) Build a training program and do a field test

AA 7

d) Impart training to existing sales person

AA 3

e) Check effectiveness of the program from field staff(After 15 days)

AA 1

For reaching the sales target additional incentives will be given:- $20 for every unit sold i.e. 5% of sales

Incentive Scheme

Task Sales Target(unit)

Incenitives ($)

Sales at end of 1st month

20

Sales at end of 2nd month

25 500

Sales at end of 3rd month

33 660

Sales at end of 4th month

40 800

For reaching goal 1 no extra cost will be involved

For Goal 2 Cost of training Opportunity cost of field staff lost during

training

Budget

1. Number of institutional buyers reached, Purity II units sold

2. Residential builders contacted, converted3. Sales of Purity II units per person per month4. Number of prospects

All these parameters will be reviewed every month. The plan would be a success in case the target is achieved in 4 months

Evaluation of Result

Thank You