Importance of Packaging for Marketing of Drinking Water - Research Proposal

This research proposal focuses on the importance of packaging for marketing of drinking water. It aims to identify the current trends in packaging, consumer mentality and acceptability, marketing scopes and criteria, and make recommendations for modification and improvisation of existing packaging.

MGT726 Managerial Project
Task 1 Project Proposal/Background
Name: Student Number:
Title of your Project (in about 8 words):
Importance of packaging for marketing of drinking water.
1. Brief Context
Background:
In the current market situation the demand of packaged drinking water is increasing. The market is
competitive as, many beverage companies are launching their own packaged drinking water. In
order to do well in the market, it is necessary for a organization to promote the packaged drinking
water in such a way that consumer will be interested to buy that particular packaged drinking water.
There are several factors responsible for good marketing of the packaged drinking water. Some of
these factors are price, quality and availability. One of the most important factor for the packaged
drinking water for the marketing is the packaging of the bottled drinking water. The packaging of the
drinking water reflects the creativity and the value of the organization. The attractive packaging will
attract the consumer to buy the packaged drinking water.
2. The specific problem or issue to be investigated
 There is a significance reason to investigate the influence of the packaging for the
promotion and marketing of packaged drinking water.
 The problem regarding this issue is the design of the packaging.
 Innovation is needed to be implemented in the design of packaging. However,
merging of the innovation with the designing of the packaged drinking water is
challenging.
 The innovation can be drawn from the different aspects of the product. It can also
merge the social issues and the natural tendencies of human being while designing
the packaging.
 The main challenge for the organization is smart packaging which will help to give
the organization a competitive advantage.
3. Research Question (RQ)
Research Question: What kind of packaging can be useful for the marketing of the drinking
water that can help organization to gain competitive advantage?
Research Objectives:
RO1: To identify the currents trends in packaging of drinking water.
RO2: To identify the mentality and acceptability of the consumers.
RO3: To identify the marketing scopes and criteria in current business situation.
RO4: To make the recommendations for the modification and improvisation of the existing
packaging.
MGT726 Managerial Project — Task 1 — Research Proposal 1

4. What specific subject area of business management are you investigating (ie what is your
parent discipline e.g. marketing, HRM, international business etc.) and what is your key
theoretical framework (domains, theoretical models, theories) (about 10 words)
Subject area (parent discipline) Marketing of products (beverage)
Key theoretical frameworks: Beverage industry. Packaged drinking water, supply chain and
operation, designing.
Figure 1: Conceptual Framework
(Source: Created by Author)
5. List 3 specific academic journals you will search for background/literature
1 Branding, Packaging and labelling.
Kanat, G., 2017. Risk Perception and Bottled Drinking Water Consumption in Istanbul
City. GLOBAL NEST JOURNAL, 19(3), pp.521-532.
2 The role of packaging in marketing communication.
Vedachalam, S., MacDonald, L.H., Omoluabi, E., OlaOlorun, F., Otupiri, E. and Schwab, K.J.,
2017. The role of packaged water in meeting global targets on improved water access. Journal of
Water Sanitation and Hygiene for Development, p.washdev2017155.
3 The importance of packaging.
Gómez, M., Martín Consuegra, D. and Molina, A., 2015. The importance of packaging in‐
purchase and usage behaviour. International Journal of Consumer Studies, 39(3), pp.203-211.
6. List 3 company/industry/government sources you will investigate for secondary data.
1 Mount Franklin Water
2 BIS
3 Government of Australia
MGT726 Managerial Project — Task 1 — Research Proposal 2

7. Outline your method/approach to gathering and analysing data to address your research
objectives. Prepare a table matching research objectives to methods (secondary and/or
primary data collection required to address each objective). State how you will analyse the
data collected (approx. 150 words)
Research Objective Data Collection
Methods/Techniques
(secondary and/or primary)
Data Analysis Plan
R01: To identify the
currents trends in
packaging of drinking
water.
Secondary
The data can be collected from
the secondary source in order
to identify the current
marketing trends and their
consequences. The selection of
the possible packaging trends
can be initiated based on the
evaluated results from the data.
R02: To identify the
mentality and acceptability
of the consumers.
Secondary or primary
Secondary or primary data can
be used in order to identify the
demand of the consumers. For
the secondary data collection,
the articles and journals stating
the survey results on the
consumers can be helpful. On
the other hand the separate
survey can be initiated by the
organization which can be
regarded as primary data
collection.
R03: To identify the
marketing scopes and
criteria in current business
situation.
Secondary
The result derived from the
results of the data provided by
the journals and papers
regarding marketing and
packaging industry can be
helpful in this analysis.
R04: To make the
recommendations for the
modification and
improvisation of the
existing packaging.
Secondary
Further recommendations and
modifications can be done on
the basis of secondary data.
8. Prepare a time schedule for your activities for completing the project – use a Gannt chart
to acknowledge that some activities will spread across certain weeks.
MGT726 Managerial Project — Task 1 — Research Proposal 3

Activity Wk 1 2 3 4 5 6 7 8 9 10 11 12 13
Choosing of the
project topic.
Searching the journals and
literatures regarding the
selected topic
Submit proposal/background
Gathering of the required
data from secondary source.
Drafting
Finalizing the report
Submit progress report
Collection and gathering of
required data
Data analysis
Drafting of the report
Finalization of report
Making PowerPoint
representation of report
Submit Final Report along
with PowerPoint
representation
9. What additional feedback or guidance would you like to help you complete Task 2 and
Task 3?
 Can the modification or addition of research question be done in Task 2 and Task 3?
 Can the data analysis be done only with primary data or only with secondary data?
MGT726 Managerial Project — Task 1 — Research Proposal 4

References
Gómez, M., Martín‐Consuegra, D. and Molina, A., 2015. The importance of packaging in purchase
and usage behaviour. International Journal of Consumer Studies, 39(3), pp.203-211.
Kanat, G., 2017. Risk Perception and Bottled Drinking Water Consumption in Istanbul City. GLOBAL
NEST JOURNAL, 19(3), pp.521-532.
Rundh, B., 2016. The role of packaging within marketing and value creation. British Food
Journal, 118(10), pp.2491-2511.
Vedachalam, S., MacDonald, L.H., Omoluabi, E., OlaOlorun, F., Otupiri, E. and Schwab, K.J., 2017. The
role of packaged water in meeting global targets on improved water access. Journal of Water
Sanitation and Hygiene for Development, p.washdev2017155.
MGT726 Managerial Project — Task 1 — Research Proposal 5