Industrial Marketing Presentation

Case Study 2: Westboro Water,

Inc
Soumik Basak 32209
Saurabh Ghosh 32305
Herat Trivedi 32253
Aseem Rastogi 32235
Ranjit Mundu 32289
Yuvraj Kurade 32225
 Marketing Plan
 Executive Summary
 Business Overview
 Target Market
 Goal
 Marketing Strategy
 Promotional Strategies
 Implementation Tactics
 Budget
 Evaluation of Alternatives
 Business Overview
 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
 Target Market

 Residential places
 Potential commercial places
 Residential builders
 Institutions
 Goal

 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
 Marketing Strategy

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 (contd.)

2. Train salespeople to increase their

effectiveness of selling
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

• Educate customers by door to door sales

giving sample of Purity II filtered water
 Promotional Strategies
 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

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)

 Surety about quality of water rather than trusting a third

party
 Implementation Tactics

1. Increase distribution of Purity II in other regions

    Person Responsible Duration (days)
Task Description
a) Prepare list of all __ 2
residential builders
b) Sales pitch to residential XX 14
builders
c) Prepare list of all YY 2
institutions
d) Sales pitch to institutions YY 30
in the region
Implementation tactics (contd)

 Train salespeople to increase their effectiveness of

selling
    Person Duration
Task Description Responsible (days)
a) Shortlist a training & development center Manny 7
b) Brief the training institutes about West Boro AA 2
Sales and marketing process
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 AA 1
field staff
(After 15 days)
 Incentive Scheme

 For reaching the sales target additional incentives will

be given:-
 $20 for every unit sold i.e. 5% of sales
Task Sales Target(unit) Incenitives ($)
Sales at end of 1st 20
month
Sales at end of 2nd 25 500
month
Sales at end of 3rd 33 660
month
Sales at end of 4th 40 800
month
 Budget

 For reaching goal 1 no extra cost will be involved

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

1. Number of institutional buyers reached, Purity II units

sold
2. Residential builders contacted, converted
3. Sales of Purity II units per person per month
4. 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
Thank You