Importance of Packaging for Marketing of Drinking Water - Mount Franklin

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Importance of packaging
for marketing of drinking
water-
M O U N T F R A N K L I N

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T h i s p r e s e n t a t i o n d e a l s w i t h t h e i m p o r t a n c e o f p a c k a g i n g f o r m a r k e t i n g o f
d r i n k i n g w a t e r . A c a s e s t u d y o f M o u n t F r a n k l i n h a s b e e n d i s c u s s e d i n t h e
p r e s e n t a t i o n . T h e a i m o f t h e p r e s e n t a t i o n i s t o a n a l y s e t h e i m p o r t a n c e o f
p a c k a g i n g o f d r i n k i n g w a t e r f o r m a r k e t i n g a n d p r o m o t i n g i n t h e A u s t r a l i a n
m a r k e t . T h e p u r p o s e o f t h e p r e s e n t a t i o n h a s b e e n d i s c u s s e d i n t h e f i r s t
s e c t i o n o f t h e s t u d y. T h e l i t e r a t u r e r e v i e w s e c t i o n w i l l d i s c u s s a b o u t t h e
c o n c e p t o f t h e c u s t o m e r b e h a v i o u r a n d t y p e s o f w a t e r i n t h e b o t t l e . T h e
c u r r e n t d e s i g n i f t h e w a t e r b o t t l e o f t h e c o m p a n y w i l l b e d i s c u s s e d .
Introduction

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• T h e d e m a n d o f p a c k a g e d d r i n k i n g w a t e r h a s
b e e n i n c r e a s i n g i n t h e m a r k e t i n r e c e n t y e a r s .
T h e r e h a s b e e n i n c r e a s e i n c o m p e t i t i o n i n t h e
m a r k e t r e l a t e d t o d r i n k i n g w a t e r i n d u s t r y .
• V a r i o u s c o m p a n i e s a r e i n t r o d u c e d i n t h e
m a r k e t r e l a t e d t o t h e d r i n k i n g w a t e r a n d i t
p a c k a g i n g . .
• T h e c o m p a n y n e e d s t o f o c u s o n t h e p a c k a g i n g
a n d m a r k e t i n g o f t h e d r i n k i n g w a t e r b o t t l e s i n
t h e m a r k e t o f a t t r a c t i n g m a x i m u m n u m b e r o f
c u s t o m e r s t o t h e c o m p a n y .
Background

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• T h e p u r p o s e o f t h e s t u d y h a s b e e n e x a m i n i n g
t h e p e r c e p t i o n o f c u s t o m e r o n t h e p a c k a g i n g
o f t h e d r i n k i n g w a t e r i n t h e m a r k e t .
• T h e i m p o r t a n c e o f t h e p a c k a g i n g o f d r i n k i n g
w a t e r i n t h e m a r m i t e b y t h e c o m p a n y w i l l b e
d i s c u s s e d i n t h e r e s e a r c h .
• T h e r e s e a r c h f o c u s e s o n t h e c u r r e n t p o s i n g
o f t h e i n d u s t r y o f d i s p o s a b l e w a t e r b o t t l e a n d
l i m i t a t i o n s o f t h e s t u d y w i l l b e d i s c u s s e d .
• T h e p r i m a r y p u r p o s e o f t h e p r o j e c t h a s b e e n
i n v e s t i g a t i n g e n g i n e e r i n g d e s i g n p r o c e s s o f
p a c k a g i n g o f d r i n k i n g w a t e r f o r m a r k e t i n g i n
t h e m a r k e t .
Management
Problem

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• Va r i o u s s t r a t e g i e s n e e d t o b e p r e p a r e b y t h e
m a n a g e m e n t o f t h e c o m p a n y i n o r d e r t o m i t i g a t e
d e s i g n a n d p a c k a g i n g p r o b l e m s i n t h e c o m p a n y.
• Va r i o u s f a c t o r s h a v e b e e n i d e n t i f i e d f o r m a r k e t i n g o f
d r i n k i n g p a c k a g e d w a t e r i n c l u d i n g q u a l i t y, p r i c e a n d
a v a i l a b i l i t y.
• T h e p a c k a g i n g i f d r i n k i n g w a t e r h a s b e e n t h e m o s t
i m p o r t a n t f a c t o r f o r t h e m a r k e t i n g o f w a t e r b o t t l e s o f
M o u n t F r a n k l i n .
• T h e p a c k a g i n g o f d r i n k i n g w a t e r h a s b e e n g a i n i n g
p r i o r i t y i n t h e m a r k e t b y t h e c o m p a n i e s .
Significance of the study

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F o l l o w i n g a r e t h e o b j e c t i v e s o f t h e r e s e a r c h :
• To a n a l y s e r e c e n t t r e n d s i n p a c k a g i n g o f
d r i n k i n g w a t e r
• To a n a l y s e a c c e p t a b i l i t y a n d m e n t a l i t y o f t h e
c u s t o m e r s
• To r e c o m m e n d s t r a t e g i e s f o r m o d i f i c a t i o n i n
c u r r e n t p a c k a g i n g p r o c e d u r e
• To i d e n t i f y t h e m a r k e t i n g s c o p e s a n d c r i t e r i a
i n c u r r e n t b u s i n e s s s i t u a t i o n
Research
objectives

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Following are the research questions of the
research:
• What are the recent trends in packaging of
drinking water?
• What is the acceptability and mentality of
the consumers?
• How can be current packaging procedure
modified?
Research
Questions

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• T h e r e s e a r c h w i l l b e d o n e i n a n a l y s i n g t h e i m p a c t
o f p a c k a g e d d r i n k i n g w a t e r o f M o u n t F r a n k l i n
C o m p a n y.
• T h i s r e s e a r c h w i l l f o c u s i n t h e c u r r e n t
e n g i n e e r i n g d e s i g n p r o c e d u r e o f t h e c o m p a n y a n d
w i l l h e l p i n p r o v i d i n g s t r a t e g i e s f o r m o d i f i c a t i o n i n
t h e c u r r e n t p r o c e d u r e .
• T h e r e s e a r c h w i l l b e b o u n d e d t o t h e c o m p a n y
i n f r a s t r u c t u r e . T h e e n g i n e e r i n g d e s i g n o f t h e
c o m p a n y f o r t h e p a c k a g i n g o f d r i n k i n g w a t e r
b o t t l e s h a v e b e e n d i s c u s s e d i n t h e r e s e a r c h .
Research
Boundaries