Marketing Management and Digital Communications Report: Water Station

This report provides a comprehensive analysis of the Water Purification Station, a socially innovative business concept aimed at improving community welfare in Melbourne, Australia. It delves into the organization's aim, target market (including geographic and psychographic segmentation), and brand value. The report details the research methods employed, including case study analysis, descriptive surveys, and interviews, along with secondary data collection. It examines the current value proposition of the station, using the Product Life Cycle (PLC) and BCG matrix for brand analysis, and utilizes a value proposition canvas. Furthermore, the report outlines the marketing promotion plan, objectives, allocated budgets, marketing mix (4Ps), competitor analysis, and digital marketing strategies like SEO and PPC. The report concludes with an overview of the station's value and future potential in the competitive market. The report underscores the station’s commitment to providing clean drinking water and its social responsibility through socio-entrepreneurship.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
Marketing Management and Digital Communications
Water Purification Station
Student’s name:
Name of the university:
Author’s note:

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Executive summary
This report sheds light on the socially innovative product of Water Purification Station that helps
to improve the community welfare. The Water Purification Station established in Melbourne in
order to serve the society. Pure water is in demand in Australia and there are many organisations
already present to serve the customers. The practice of social entrepreneurship is shown in water
purification station.
In the first part, aim, target market and brand value of the organisation have been developed. The
research team of the organisation collected the data through case study analysis, descriptive
survey and interviews. In addition, the help of secondary sources has also been taken in order to
collect the data. In brand analysis section, current brand value has been analysed through Product
Life Cycle (PLC) and BCG matrix has been conducted. Brand positioning canvas of the
organisation provides information about customers' demand and organisation's offering.
In addition, online marketing technique of this organisation has been given with budget.
Facebook, Twitter and other online marketing strategies like SEO and PPC marketing have been
conducted. 4Ps of marketing has been described in light of the marketing strategy of the
organisation. Water Purification Station’s competitors’ analysis and brand value analysis have
been conducted in this report.

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Table of Contents
Introduction......................................................................................................................................3
1. Background..................................................................................................................................3
1.1 Aim.........................................................................................................................................3
1.2 Brief explanation of the product or service............................................................................3
1.3 Target markets........................................................................................................................4
1.4 Current value..........................................................................................................................4
2. Research methods........................................................................................................................5
2.1 Data collection methods.........................................................................................................5
2.2 Case study analysis................................................................................................................5
2.3 Descriptive survey..................................................................................................................6
2.4 Interviews...............................................................................................................................6
3. Current value analysis..................................................................................................................6
3.1 Explanation of customers’ perceived value for Water Purification Station...........................6
3.2 Current ‘value’ position of Water Purification Station..........................................................7
3.3 Value proposition canvas.....................................................................................................10
4. Marketing promotion plan.........................................................................................................11
4.1 Objectives of marketing.......................................................................................................11
4.2 Allocated budgets in order to convey better and right values to the target markets............12

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4.3 Marketing mix analysis........................................................................................................13
4.4 Brand value analysis............................................................................................................15
4.5 Competitor analysis..............................................................................................................15
5. Conclusion.............................................................................................................................17
Reference List................................................................................................................................18

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Introduction
Water Purification Station is a socially innovative business concept for the community
people to improve the people's health. Social responsibility is a marketing tactic and it has the
flavour of socio-entrepreneurship. Social enterprise’s primary purpose is to deliver the common
good to the people and its service or products must generate income (Gabrielli & Balboni, 2010).
This report highlights the promotional plan and digital marketing communication of Water
Purification Station situated in Melbourne, Australia. In the first part of this report, aim, target
market and a brief explanation of the chosen product and service are described. The research
method is taken as primary data collection method through qualitative analysis. Current value
analysis and promotional plan of Water Purification Station are also given in this report.
1. Background
1.1 Aim
The main aim of this report is to deliver and communicate better values through a digital
promotion for Water Purification Station and to improve community welfare and humanitarian.
1.2 Brief explanation of the product or service
Water Purification Station is a place where water is purified removing undesirable
chemicals, suspended solids, gases and biological contaminants from water. Water Purification
Station will be established in Melbourne, Australia as an innovative product to improve people's
health. The main aim of this service is to provide clean drinking water to the people with low
cost.

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1.3 Target markets
The target market of Water Purification Station includes the local community of Melbourne and
its suburbs, traders in nearby towns and online customers who will try to avail the service and
products of water purification station. Millions of people prefer healthy drinking water;
therefore, the target market will be based on geographic segmentation and psychographic
segmentation. A geographical segment is based on locations and regions near Melbourne, on the
other side, psychographic segmentation is about lifestyles, personality, class and attitudes of the
people. Customers who have a tendency to purchase and used to of having healthy drinking
water will eventually purchase drinking water.
1.4 Current value
Water Purification Station brand targets its integrity and quality by applying core values
of giving the customers healthy and clean drinking water with nutrients. The production cost, the
value of the product perceived by the consumers and market value of a product comprises a
value of a product (Baron, Brouwer & Garbayo, 2014). The current value of Water Purification
Station is high as it provides socially innovative service to the customers at a low price.
Water treatment technologies and its industry hit rapid growth and it was estimated $7
billion in 2016, it may touch $11 in 2020 in global. Market competitors in Australia are Water
Treatment Australia Pty, Water Treatment service and Chemtex Speciality Ltd. The market
position of this Water Purification Station will be better in a few years as this one will be
innovative. In order to create new values, the Water Purification Station needs to understand
what drives the customers and they need to identify the segments where they can create more
values. The innovation of the organisation is that it can reduce the water waste through recycling
and it will contribute to environmental conservation.

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2. Research methods
2.1 Data collection methods
There are two types of data collection techniques, primary data collection and secondary
data collection. Primary data are raw data that are collected direct through respondents (Mackey
& Gass, 2015). Secondary data are collected from secondary data sources. In order to gather
market information, the research team has used both primary and secondary data collection
techniques. In order to collect data from primary data collection, the research team has used
interview and descriptive survey. On the other side, secondary data has been collected through
books, journals, online articles, government reports and company reports. Case studies also
consider understanding the concept of water purification and water treatment market. In order to
gather primary data, focus group has been set and focus group shares common ideas for
gathering market information.
2.2 Case study analysis
Case study explains about strategies used by the organisations and these strategies help in
understanding of the values of the customers, brand values of the organisations and value
proposition (Taylor, Bogdan & DeVault, 2015). Case study research is a methodological
approach to do research in a qualitative manner and in this research; researcher team has
conducted case study research method in order to conduct in-depth analysis. The research team
has conducted case study involving the research a series of cases. In these cases, the researchers
have tried to illustrate a description of a single event and they have done complex analysis of
organisational contexts. The research team gathered information from various sources.

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2.3 Descriptive survey
In order to conduct descriptive survey of the market, the research team has prepared
questionnaires offering standard questions to the target market. This descriptive survey has been
conducted to the buyers of the healthy drinking water. In today’s life, people are getting health
conscious and their opinions on survey helped in understanding of the brand preferences,
customers’ attitudes and competitors’ proposition. The research team has chosen 45 customers of
healthy drinking water and the researcher team has prepared 12 questions to during survey. The
research team has taken simple random sampling in order to choose the respondents. The
descriptive survey has been analysed through qualitative research analysis technique.
2.4 Interviews
The researcher team has conducted interview to project representatives. These interview
sessions have helped in gaining the knowledge about new project of water purification. The idea
about new project and its future goals have been understood through these interviews. The
research team has chosen three project representatives of water purification stations and the
research team has prepared 6 open-ended questions to ask during interviews.
3. Current value analysis
3.1 Explanation of customers’ perceived value for Water Purification Station
Value in marketing is known as customers’ perceived value. This is the difference
between costs of one product and prospective customers’ evaluation (Scammell, 2015). There are
two terms associated with this, Total Customer Benefit and Total Customer Cost. Total
Customer Benefit is associated with the perceived monetary value of the functional, economic,
and psychological benefits consumers expect from the market offering. On the other side, Total

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customer cost is associated with perceived costs of customers’ expectation in obtaining,
evaluating and using the market offering. Water Purification Station provides the attributes of
healthy water that is germ free and it has nutrient value which may entice the potential customers
to choose over the other competitors. Water Purification Station provides value of the personnel
as the organisation will provide help to customers through well-trained personnel in having the
healthy drinking water and making the water purifiers. Competitors also try to meet the value
through giving free distribution of the bottles and containers. Water Purification Station tries to
hold a good image in the market and they are doing online marketing to create brand image.
Reputation and image can form customers’ expectation. Other competitors are also doing the
campaign using the logos and outdoor marketing. Monetary cost is associated with literal cost
incurred by the customers in order to gain the products (Tsai & Wang, 2017). Moreover,
psychological cost is mental effort created during using and acquiring of the healthy water from
the moment it is purchased and from the moment it is consumed.
3.2 Current ‘value’ position of Water Purification Station
BCG matrix:
Cash cows: It is in the no-growth industry with large market share. Healthy water is not
matured yet. This organisation is new in the market and it distributes water through bottling in
many regions and it allows the company to earn good revenue and company needs to invest more
to earn more revenue (Suthar & Pradhan, 2014).
Stars: It is in a growing industry and in high market share. This product in the market has
the potentiality to gain a good amount of cash in the future. Mineral water and water purification

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products are ever evolving products. The company needs to expand the purification station in
order to fulfil the community demand.
Question mark: It is in the low market share and in high growth rate (Datta, Aliwadi &
Van Heerde, 2017). Water Purification Station can carefully evaluate if there is more marketing
opportunity associated. Water Purification Station is on the market that is ever expanding and
they need to generate more sale volume.
Dog: It is in the flat industry and in low market share. The customers in healthy drinking
water can be enticed to purchase the products. Water Purification Station can provide the
products and service with heavy discounts as the market has room for growth.
Figure 1: BCG Matrix of Water Purification Station
(Source: Self-developed)
Product life cycle (PLC):

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Product life cycle is a significant concept in marketing and it describes stages that a
product needs to go through (Smith & Zook, 2016). Water Purification Station offers drinking
water and it has established in the market recently.
In the first stage of Introduction, the marketer's research, develop the products and they
launch the product in the market. Water Purification Station offers healthy drinking water in
Melbourne after they research about the market.
In Growth stage, the sales of the drinking water in containers and in bottles have been
increased at the faster rate. In addition, the competition in this stage is higher.
In the maturity stage, the sales of the pure drinking water are near the highest. In the
market, there are other companies that take over the market. Water Purification Station offers
drinking water in cold and normal variation. The rate of the growth in this stage will be slowed
down. The market saturation will eventually occur and market competition will make the market
saturated (Fan, Lau & Zhao, 2015).
In the decline stage, the sale begins to fall and Water Purification Station can opt to take
product extension in order to survive the market.

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Figure 2: Product life cycle of Water Purification Station
(Source: Self-developed)
3.3 Value proposition canvas
The value proposition is the statement through which an organisation specifies why the
customers should choose their products. Value positioning statement must convince the potential
customers and to add more value (Keller, 2015). Water Purification Station uses the statement in
order to target the customers who can be benefited most from using the company’s products.
Water Purification Station communicates the reason why a product is best for the customers.
Water Purification Station targets mostly the geographical group and psychographic group in
communities. Water Purification Station has its website and the value positioning must be
displayed over there. The value proposition can have a headline and with the headline, there can
be sub headlines also. There are two segments, first one is product segment and it includes