Establishment of Water Purification Station: A Marketing Management and Digital Communication Perspective

This presentation discusses the establishment of a water purification station from a marketing management and digital communication perspective. It covers the target market, brand value, research methods, and current theories. The aim is to provide clean drinking water to the local community, traders in the nearby town, and other stakeholders. The project is socially responsible and aims to benefit the society at large.

Marketing Management and
Digital Communication
Student Name
Institutional Affiliation
Date

Background
Assessment aim and competitor analysis
 Socially innovative products contribute to
improved community welfare and humanitarian.
This assessment will be based on the
establishment of a water purification station in
the society as an innovative product aimed at
improving people’s health (Lambooy, 2011). The
improved demand for pure water, other upcoming
entrepreneurs, establish the same firms and this
offer competition to the purification station both
market and price wise.

Outline of target market
 Target market: The target market includes the
local community, traders in the nearby town,
and other stakeholders(McWilliams, 2000).
 Current value: The brand value targets its
quality and integrity all guided by core values
of providing clean drinking water and full of
healthy nutrients(Matten& Moon, 2004).
 Market: Thousands of people prefer consuming
healthy drinking water.

Brand value
Justification
 The establishment of water purification
brand station provides the society with
clean drinking water(Mulhern, 2009).
 The innovation will reduce bottle water
wastage through recycling and hence
contribute to environmental
conservation(Rowley, 2008).

Research Methods and Data gathering
Tools
 Case studies: Case study describes strategies used
by the competing associations and helps in
understanding customer values, brand value, and
value propositions (Tai & Chuang, 2014).
 Questionnaires: Offering standard questions to the
target market to give their opinions and attitudes
help in understanding customer, brand, and
competitors’ propositions.
 Interviews: Involve one on one discussion between
the project representatives and the target customers.

Resources
 Target audience: Target audience/ market/
customers is the main resource required data
collection to understand the brand value and
competitors value proposition.
 Capital: Without capital, the entire activity of
data collection will not be possible. Sufficient
funds are required to gather sufficient market
data.
 Time: Research requires sufficient time to collect
sufficient appropriate market information.

Techniques
 Focus groups: Focus groups share common ideas
for gathering market information from a combined
opinion perspective(Armstrong et al., 2015).
 Documents and records: The current social data
will be examined as stored in reports, newsletters,
and financial records(Balmer & Greyser, 2006).
 Questionnaires and surveys: Involve the analyses
of gathered data by assigning numerical values
more qualitatively as per the society's
position(Carroll, 2015).

Current value Analysis
 Chosen product: The society perceives the drinking
water produced in the purification station to be clean,
rich in nutrients, and healthy to drink (Chaffey, 2010).
 Brand: Water purification station is an innovative
product/ project that meets the society's needs and
goals for healthy living (Crowther, 2008).
 How competitors meet these values: Competitors
produce a clean water rich in nutrients, and that is
also healthy to use (Srivastava et al., 2012). As per
the customer’s perception, our prices should get
lowered to improve customer base.

Current Theories
analysis
 Stakeholder theory: The innovation aims at being socially
responsible and this theory guides in ensuring that the
project is the mirror of the society and this would lead to
competitive advantage (Gabrielli & Balboni, 2010).
 Triple bottom line: A theory of CSR that educated
organizations to meet social goals on top of profit
maximization goal. Customers perceive this as a
sustainable initiative for the project(Keller, 2009).
 Customer satisfaction theory: Satisfaction influences
customers psychologically regarding their preferences,
and this affects their brand value preference
behaviors(Lindgreen & Swaen, 2010).

Conclusion
 Water purification station is a socially responsible innovative product/ projects that benefit local community, towns, and the
society at large. The consumption of clean drinking water reduces spread of diseases, and this directly contributes to the
healthy living of the society's people.
References
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