Professional Documents
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Water Filter Company Marketing Plan
Water Filter Company Marketing Plan
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Confidentiality Agreement
Table Of Contents
1.0
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
2.0
Situation Analysis . . . . . . . . . . .
2.1
Market Summary . . . . . . .
2.1.1 Market Demographics
2.1.2 Market Needs . . . .
2.1.3 Market Trends . . .
2.1.4 Market Growth . . .
2.1.5 Industry Analysis . .
2.2
SWOT Analysis . . . . . . . .
2.2.1 Strengths . . . . .
2.2.2 Weaknesses . . . .
2.2.3 Opportunities . . . .
2.2.4 Threats . . . . . . .
2.3
Competition . . . . . . . . .
2.4
Product Offering . . . . . . .
2.5
Keys to Success . . . . . . . .
2.6
Critical Issues . . . . . . . . .
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.2
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.3
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.4
.5
.5
.5
.5
.5
.6
.6
.6
.7
.7
3.0
Marketing Strategy . . . . .
3.1
Mission . . . . . . .
3.2
Marketing Objectives
3.3
Financial Objectives .
3.4
Target Markets . . .
3.5
Positioning . . . . .
3.6
Strategies . . . . .
3.7
Marketing Mix . . . .
3.8
Marketing Research .
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.7
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4.0
Financials . . . . . . . . .
4.1
Break-even Analysis
4.2
Sales Forecast . . .
4.3
Expense Forecast .
5.0
Controls
5.1
5.2
5.3
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. 10
. 10
. 11
. 12
. . . . . . . . . . . .
Implementation . . . .
Marketing Organization .
Contingency Planning .
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. 12
. 13
. 13
. 14
$120,000
$100,000
$80,000
Personal contacts
$60,000
2004
2005
Page 1
Target Markets
Personal contacts
Other people networked
Growth
9%
8%
8.81%
2003
560
137
697
2004
610
148
758
2005
665
160
825
2006
725
173
898
2007
790
187
977
CAGR
8.98%
8.09%
8.81%
Page 2
61% female.
Ages 27-54.
Yuppies.
67% have attended at least some college.
Behavior Factors
Are cognizant about their health.
Generally will purchase bottled water.
Prefer to buy things through friends or personal contacts.
Page 3
Market Forecast
1,000
900
800
700
600
Personal contacts
500
400
300
200
100
0
2003
2004
2005
2006
2007
9.00%
8.00%
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
Personal contacts
Page 4
2.2.1 Strengths
A wide range of personal contacts.
Focused customer attention.
Quality products.
2.2.2 Weaknesses
Limited by who you know.
Labor intensive to make initial sales.
Currently a limited product line.
2.2.3 Opportunities
Multi-level business model that generates multiple revenue streams from associates.
Customers are typically personal contacts with trust bonds already formed.
Page 5
2.3 Competition
There are several different sources of competition:
Other network marketing companies selling water filters. There are four to seven other NM
firms that also sell water filtration units. Prices can be competitive.
Water filters sold through traditional retailers. There are approximately 10 different
manufacturers of home filtration units. These units can be competitively priced, however,
there is not the option to become a sales agent and get lower purchase prices for yourself
as well as a future revenue stream.
Office style water dispenser (typically leased). There are several companies that will lease
these large stand-alone water coolers. The equipment for this solution is more expensive,
since you are leasing a refrigeration unit to cool the water, and the cost per gallon is also
more expensive.
Bottled water: There are hundreds of companies that sell bottled water with the price
ranging from $1-$5 a gallon, which is significantly more expensive.
Soft drinks: While this is not a direct substitute for water, people drink soft drinks when
they are thirsty. Besides the many negative health issues surrounding soft drink
consumption, it is as pricey as bottled water.
Over the last five years the market for filtered water, typically in the form of bottled water, has
exploded. Demand for filtered water has steadily grown and home water filtration units offer huge
price advantages relative to bottled water alternatives.
The Carafe: This model looks like a large water pitcher. When you fill up the pitcher the
water passes through a filter, cleansing the water. When you pour the pitcher only the
filtered water comes out. The price per gallon of water is 26 cents.
2.
The Faucet Mount: This model looks like a large bulb that mounts on the end of the water
faucet. When you desire filtered water, you rotate the filter toward you and filtered water
comes out of a small hole. When you want unfiltered water to pass through, you rotate the
filter away from you and unfiltered water comes out of a large hole. The price per gallon of
filtered water is 12 cents.
3.
The Counter Mount: This model is a 12 inch tall cylinder that resides on the counter, up
to 14 inches away from the sink. There is a button near where the water exits the faucet
that you push to allow filtered water to pass through. The price per gallon of filtered is six
cents.
Page 6
3.1 Mission
The Water Factory's mission is to provide customers with the finest quality water filtration units.
We exist to attract and maintain customers. When we adhere to this maxim, everything else will
fall into place. Our services will exceed the expectations of our customers.
Page 7
3.5 Positioning
The Water Factory will position itself as a cost effective, customer centric organization servicing the
market need for purified water. The Water Factory will leverage its competitive edge to achieve the
desired positioning.
The Water Factory's competitive advantage is the ability to generate revenue streams for sellers of
the products. This is the virtue of the network marketing system. With NM, if the buyer becomes a
seller, they can receive their products at wholesale pricing and receive a commission for products
that they sell. Additionally, if they recruit people to help them sell, they get a commission for every
sale that their recruits make. At the same time Aych gets a commission of his recruits as well as
his recruit's recruits. This is a relatively easy way to create a recurring revenue stream. This is The
Water Factory's competitive advantage and will help them gain market share.
Page 8
Page 9
Break-even Analysis
$3,000
$2,000
$1,000
$0
($1,000)
($2,000)
($3,000)
($4,000)
$0
$2,200
$4,400
$6,600
$8,800
$11,000
64
$6,400
$100.00
$50.00
$3,200
Page 10
Personal contacts
$3,000
$2,000
$1,000
$0
Jan Feb Mar Apr May Jun
2003
$39,091
$2,189
$41,280
2004
$77,854
$15,447
$93,301
2005
$82,547
$19,874
$102,421
2003
$19,546
$0
$19,546
2004
$38,927
$0
$38,927
2005
$41,274
$0
$41,274
Page 11
Networking
$200
Other
$150
$100
$50
$0
Jan Feb Mar
Jul
2003
$3,750
$0
-----------$3,750
9.08%
$17,985
43.57%
2004
$4,500
$0
-----------$4,500
4.82%
$49,874
53.45%
2005
$5,000
$0
-----------$5,000
4.88%
$56,148
54.82%
5.0 Controls
The purpose of the marketing plan is to serve as a guide for the organization as well as a
mechanism where current performance can be tracked and evaluated. The following areas will be
monitored:
Revenue: monthly and annual.
Percentage of conversion of customers into associates.
Referral rate.
Page 12
Milestones
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Plan
Start Date
1/1/03
1/1/03
2/1/03
End Date
2/1/03
6/30/03
10/30/03
Budget
Manager
Aych
Aych
Aych
Department
$0
Page 13
Page 14
Plan
Jan
$0
$0
$0
Feb
$784
$0
$784
Mar
$1,025
$0
$1,025
Apr
$1,354
$0
$1,354
May
$3,204
$0
$3,204
Jun
$3,654
$125
$3,779
Jul
$3,841
$135
$3,976
Aug
$4,215
$187
$4,402
Sep
$4,687
$265
$4,952
Oct
$5,124
$365
$5,489
Nov
$5,325
$458
$5,783
Dec
$5,878
$654
$6,532
Jan
$0
$0
$0
Feb
$392
$0
$392
Mar
$513
$0
$513
Apr
$677
$0
$677
May
$1,602
$0
$1,602
Jun
$1,827
$0
$1,827
Jul
$1,921
$0
$1,921
Aug
$2,108
$0
$2,108
Sep
$2,344
$0
$2,344
Oct
$2,562
$0
$2,562
Nov
$2,663
$0
$2,663
Dec
$2,939
$0
$2,939
Page 1
Jan
$400
$0
-----------$400
0.00%
($400)
0.00%
Feb
$375
$0
-----------$375
47.83%
$17
2.17%
Mar
$350
$0
-----------$350
34.15%
$163
15.85%
Apr
$300
$0
-----------$300
22.16%
$377
27.84%
May
$200
$0
-----------$200
6.24%
$1,402
43.76%
Jun
$225
$0
-----------$225
5.95%
$1,727
45.70%
Jul
$250
$0
-----------$250
6.29%
$1,806
45.41%
Aug
$275
$0
-----------$275
6.25%
$2,020
45.88%
Sep
$300
$0
-----------$300
6.06%
$2,309
46.62%
Oct
$325
$0
-----------$325
5.92%
$2,602
47.40%
Nov
$350
$0
-----------$350
6.05%
$2,771
47.91%
Dec
$400
$0
-----------$400
6.12%
$3,193
48.88%
Page 2