NAME: GROUP 4

COURSE: MARKETING MANAGEMENT

PROGRAMME: BACHELOR OF SCIENCE IN MARKETING (WEEKEND)

LEVEL: 300

MEMBERS:

1.EKUADZI BENJAMIN - 10303675

2. AKANPIGBA CELESTINA – 10108757

3. APPIAH ANDY MIREKU – 10276807

4. GALLEY GODSWAY KOFI - 10286240

5. LAWEH VICTORIA - 10303441

6. KOKOTI HELEN – 10294728

7. ANTIW GODFRED OSEI - 103034429

8. FANHO MIRIAM DELALI – 10292043

9. OSSAI VICTORIA AWELE – 10285506

10. IBRAHIM ADAM - 10296145

QUESTION: Prepare a marketing plan of your own created company.

1.0 Executive Summary

Pureripple is a mineral water bottling company located in Ghana. We are set to produce and

distribute across the nation small sized bottled water that will not only be bought but can be able

to help our customers earn after purchase. This we will do by mounting reverse vending

machines at vantage points prone to litter throughout the country. The initiative will serve as our

competitive advantage against the many bottled water brands in the country of which Votlic,

BelAqua and Awake are part. With the ongoing economic hardships in the country in mind, our

target market is all citizens who will want affordable bottle water to drink. They include

households, workers, travelers as well as students and pupils. In the first year of operation, the

objective is to amass a market share of 10 percent with 500,000 unit sales resulting in a 750,000

cedis of revenue.

2.0 Situation Analysis

Founded this year, Pureripple is set to compete against established brands like Voltic who have

decades of experience in the bottled water industry. With the growing need for healthy choices

among consumers, there is high demand for safely packaged water in the country. It is for this

reason several bottled water brands have entered the market over the years. Brands like Awake,

Slimfit, and BelAqua, to mention a few have dominated shelf spaces inside shopping malls and

purchase points across the country. Bel Aqua for instance have commanded such strong brand

loyalty to the extent it has become one of the most visible bottled water brand being taken by

consumers. As such it is imperative brands appeal to customers with unique selling propositions.

Votlic for instance in an attempt to not only win customers but appeal to the environmentally
conscious consumer had rolled out new bottles that have seven percent less plastic which can be

twisted easily for disposing and recycling. The Awake mineral water brand equally embarked on

a campaign to involve customers in donating to the Korle-Bu Cardiothoracic center by

contributing 1 pesewa per bottle bought to the initiative. Bel Aqua in recent times has launched a

campaign to create mental health awareness among consumers. Pureripple would have to embark

on a more effective campaign in order to win some of these customers so as to able to reach its

market share and financial objectives.

2.1 Market Summary

Households, workers, travelers as well as students and pupils make up the market Pureripple

would be producing for. To be specific, Pureripple aims to target students in the various tertiary

institutions across the country. The initiative for them to make money while disposing empty

water bottles is appealing enough for sales to be made because of the economic situation of the

nation.

2.2 Strengths, Weaknesses, Opportunities, and Threat analysis

Strengths:

-Environmental Sustainability: The availability of reverse vending machines shows consumers

how Pureripple is committed to ensuring eco-friendliness.

-Innovation: The initiative to use vending machines sets the brand apart from other bottled water

companies as it demonstrates a progressive approach.

-Consumer convenience: Consumers will more likely join the recycling movement as the reverse

vending machines will be readily available at every vantage point.

Weaknesses:

-Initial Implementation Costs: Short-term profitability will be impacted as there will be the

incurrence of high initial costs in the installation and maintainance of the reverse vending

machines.

-Dependency on Technology: As machines are prone to malfunctions and technical issues, the

initiative can have temporary disruptions in the recycling process across the country.

Opportunities:

-Market Growth: There is a growing demand for eco-friendly products. As such it is an

opportunity to tap into this market that values sustainability.

-Partnerships: As other companies and organizations are becoming environmentally conscious,

Pureripple will collaborate with some in their sustainability endeavors.

Threats:

-Competition: Other bottled water brands may soon embark on adopting the usage of the reverse

vending machines thereby intensifying competition in the market.

-Consumer Skepticism: Because of the prevailance of marketing gimmicks, consumers may view

the initiative as a stunt which may affect the credibility of the brand.

2.3 Product Offerings

- Pureripple bottled water will be available in only 500 ml bottles.

 - Each bottle will be equipped with special codes that can be recognizable to the reverse

vending machines provided by the company to which each consumer who uses the

machine will get 20 pesewas for every bottle disposed.

3.0 Marketing Strategy

3.1 Objectives

Below are the first and second year objectives:

• First-Year Objectives: To win a 10 percent share of the bottled water market in Ghana by

selling 500,000 units

• Second-Year Objectives: To at least break even on sales made in the second year.

3.2 Target markets.

They include all households, workers, individuals as well as pupils and students who would want

an affordable readily available bottled water to quench their thirst.

3.3 Positioning:

In the mind of consumers, we are positioning Pureripple bottled water as the brand that is

seeking the betterment and preservation of the environment by adopting sustainable initiatives

such as the use of reverse vending machines.

3.4 Strategies:
Product: Pureripple bottled water shall come in only the 500 ml size and will be the only product

in production.

Pricing: Because of economic situations, it will be priced at 2 cedis a bottle to which the

consumer can make 20 pesewas back on every bottled he or she disposes in our reverse vending

machines

Distribution: Pureripple bottled water will be available in retail outlets, grocery stores,

convenience stores, as well as online platforms. Additionally, the products would be distributed

directly to businesses, events, and institutions.

Marketing communications: We will use social media advertising to reach the target audience

since these platforms are becoming widely used. Point of sale advertising posters shall also be

widely distributed to ensure consumers are aware the brand exists. In addition, there will be press

releases talking about the initiative of the reverse vending machines so as to encourage people to

use them. Finally, social media influencers will be involved in demonstrating how the machines

work on their various social media pages.

3.5 Marketing Mix.

Pureripple bottled water will be introduced in January 2024. The following details the action

programmes that will ensure a successful launch and implementation of marketing activities.
December 2023: Retailers as well as notable distributors would be consulted to be notified about

the incoming launch so as to guarantee shelf spaces.

January 2024: We will launch the product using influencers who will demonstrate how to use the

vending machines.

March 2024: We will collaborate with events happening during the Easter period to sponsor their

shows in order to create awareness as well as make sales.

August 2024: We will award educational institutions with the reverse vending machines that

have been litter free over the period.

3.6 Marketing research: We will closely monitor what consumers are saying about the reverse

vending machine initiative both online and offline. In addition, we would also monitor their

attitudes towards other water brands since the commencement of our campaign.

4.0 Financials: We project the first year sales to be 750,000 cedis.

5.0 Controls:

To ensure the smooth running of the reverse vending machines, measures are in place to get

certified technicians to handle any problems that arise.