Life Filter Marketing Strategy

2545 Words 11 Pages
Register to read the introduction… We have divided the marketing plan according to the four Ps i.e. Product, Price, Place and Promotion.

The basis of the marketing plan is the 12 principles of innovation for the BOP Market. We aim to incorporate as many principles as possible into our marketing plan to make it a unique and suitable plan when targeting the BOP market.

Product – The Life
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It filters maximum of 9000 litres of water, which is enough for a family for 18 months. It removes 99.9% of waterborne bacteria, parasites and viruses.

Construction
The Life Filter is a plastic funnel 10 cm long. It has been constructed using 20 microns of thermoplastics that can stretch to up to 8 times its length and can adapt according to the size of the pot/container. Once attached to the container, a person can directly fetch in it water from a lake, well, tap, river, etc.
The Life Filter comprises of two main parts, the funnel and the stretchable thermoplastic. The funnel is a solid plastic structure that does not stretch, while the thermoplastic stretches according to the size of the container.
The funnel has four sub-sections that transforms dirty water into clean water.
1. The first is a textile pre-filter. Minuscule openings in the mesh of the filter measure 100 microns in diameter. A micron is a millionth of a meter, so 100 microns is a tenth of a millimetre. To understand this size better imagine a strand of hair that is about 100 microns in diameter. This firstfilter filters out bigger particles like dirt and
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Hence, for the promotion of the ‘Life Filter’ we have decided to implement the following promotion strategies:

1. Educating the Consumer

We aim to educate the consumer regarding the health hazards of consuming unclean water as well as the utility of the ‘Life Filter’. This will push them towards purchasing the product. We will educate the consumer by going door-to-door and explaining to them in their local language. Furthermore, we will also educate the consumer through using images and videos; this will make communicating and educating customers in a more effective manner. In this way we will be able to maintain a personal relationship with our customer and also be able to personally assess the success of our product.

2. Selling our product to kirana’s most often visited by BOP consumers

BOP consumers purchase all their products at kirana stores. Therefore, we will sell our products to kirana stores as it would be convenient for BOP consumers to purchase from. The promotion of the product and education of our consumer will be conducted by NGOs and then it would become convenient for the BOP consumer to purchase the product from the store where the consumer purchases all its daily necessities i.e. the local kirana

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