GRAYL Customer Strategy: Analysis and Development for Global Market

This report provides a detailed analysis of the customer strategy development for GRAYL water bottles, a company founded to address global water quality and plastic pollution concerns. It examines the buyer resolution theory, focusing on customer needs, product specifics, purchase locations, pricing, and timing. The report identifies qualifying criteria for prospects, including specific issue points, outreach triggers, product awareness, budget considerations, and current spending habits. It identifies potential customer segments such as hostel students, travelers, and individuals preparing for hazardous situations, categorizing them by demographic and psychographic factors. The buying process is dissected into problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. Finally, it explores the prospect's buying behavior, considering basic needs, influences, and motives, emphasizing the long-term investment in a healthy lifestyle. Desklib offers similar solved assignments and past papers for students.

Running head: DEVELOPMENT OF CUSTOMER STRATEGY
DEVELOPMENT OF CUSTOMER STRATEGY
Name of the Student
Name of the University
Author Note

1DEVELOPMENT OF CUSTOMER STRATEGY
Response to question 1: Product and company
The concerns of global travellers Travis Merrigan and Nancie Weston about the poor
quality of water and global plastic pollution influenced the foundation of the company
GRAYL in the year 2012. The product GRAYL water bottle offer the facility of both
purification and filtration solutions with durable quality. The business aims at eliminating
both cumulative and immediate water hazards on a global scale (grayl.com, 2019). The
product range of GRAYL contain purifiers and cartridges. It offers one press purification,
which facilitates protection against full-spectrum of virus, bacteria and protozoa with the
elimination of heavy metals and chemicals. GRAYL offers clean and safe water in the
situations like travelling, preparation for disaster or be it dirty hostel water (grayl.com, 2019).
Response to Question 2: Questions of Buyer resolution theory
The process of buyer resolution theory involves the concept that selling and buying is related
with the mental processing of various decisions. The purchase of the prospect will only occur
when the prospects will be getting the responses of following questions:
1. Why should I buy? (Need)-
 It offers both purifying and filtering by eliminating the protozoa, virus and
bacteria followed by the removal of chemicals and heavy metals (Hayslett,
Colussi & Hawes, 2016).
 It can act as a portable water purifier but in a compact form for travelling
and hazardous conditions.
2. What should I buy? (Product)-
 GRAYL water bottles: It has one-press features with UV bulbs purifies
and filters water within 15 seconds
 Cartridge: The efficiency of a cartridge ranges up to 300 uses.
3. Where should I buy? (Source – Why should I buy from you?)

2DEVELOPMENT OF CUSTOMER STRATEGY
 GRAYL products can be bought from various physical stores but it is
globally available through online shopping sites like Amazon where the
consumers can also experience discounts on the product offerings.
 GRAYL products can also be bought directly through its website, which
ensures authenticity and offers (sometimes).
4. What is a fair price? (Value for me)
 The price of the bottle is 59.95 dollars, which will last a very long time.
 The replacement cartridges ranges from 24 dollars to 29 dollars, which
needs to be bought only as a replacement after 300 uses of the original
one.
5. When should I buy? (Time)
 One can buy the bottle for the purposes like travelling, hostel life as well
as disastrous situation.
Response to Question 3: Qualifying criteria for prospects
1. Specific Issue Points- It will identify the issues of the target audience that the
company offers to address. The problem here can be the inaccessibility of purified
water.
2. The Trigger for Their Outreach- The increased level of the issue or lack of other
alternatives in the category of portable purifiers. The prospect must be planning to
travel somewhere with questionable accessibility of clean drinking water, prospects
are preparing for a hazardous situation or an inconvenient hostel situation.
3. Awareness of the product or company- The awareness of the products and services
regarding the offerings of GRAYL.
4. Budget- The budget of the consumers for a product like this.
5. Current Spending- It is important to understand the current spending of the prospects
in self-care category so that GRAYL can offer a differentiating point for the bottles.

3DEVELOPMENT OF CUSTOMER STRATEGY
Response to question 4: Identification of the prospect
The prospects for the products of GRAYL are hostel students, travellers and people preparing
for hazardous situations. The prospects can be the segments depending on age and income
(demographic segments). It can also be psychographic segment depending on the lifestyle
(travelling).
Response to question 5: Type of buyers and buying situation
The buyer type in this case will be Unconflicted as this type of buyers spends average.
Moreover, even after considering the prices of the products, the products does not require
rebuying at a higher frequency. The buying situation will be ‘new buy’ as the consumer will
be buying the GRAYL bottles for the first time, which will lasts long.
Response to question 6: Steps in buying process
1. Problem recognition: Understanding and recognizing the problem of inaccessibility of
clean and purified water.
2. Information search: Prospects will be searching for solutions either through the
recommendations of family friends, in physical store and/or in the internet. The
GRAYL products offers unique solutions in a portable and unique form, which can
attract the customers through word of mouth.
3. Evaluation of alternatives: Prospects will be assessing the available alternatives in
order to arrive at a sensible buying decision (Viio & Grönroos, 2016). In this case,
GRAYL competitive advantage will work in favour of the offering.
4. Purchase: It will involve the decision of the buyers in regards with the selection of
place for buying the products. GRAYL products are available in their own websites,
physical stores and through online shopping sites globally.
5. Post purchase evaluation: GRAYL will have to present a detailed information
regarding the replacement of the cartridge and the warranty schemes.

4DEVELOPMENT OF CUSTOMER STRATEGY
Responses in question 7: Prospect’s buying behaviour
Basic needs: Clean and purified water
Influences: The need for portable compact purifier during travelling, life at hostel and during
a hazardous situation. The fear of getting ill.
Motives: Investing in the GRAYL bottles for the healthy lifestyle and the products lasts for a
very longer period (Lantos, 2015).

5DEVELOPMENT OF CUSTOMER STRATEGY
References:
grayl.com (2019). Why GRAYL?. Retrieved from [online] Retrieved:
https://grayl.com/pages/why-grayl
Hayslett, D., Colussi, T., & Hawes, M. (2016). U.S. Patent Application No. 14/750,251.
Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Viio, P., & Grönroos, C. (2016). How buyer–seller relationship orientation affects adaptation
of sales processes to the buying process. Industrial Marketing Management, 52, 37-
46.