MGT726 Managerial Project: Packaging Importance for Mount Franklin

This presentation analyzes the importance of packaging in the marketing of drinking water, using Mount Franklin as a case study within the Australian market. It examines the increasing demand for packaged drinking water and the competitive landscape. The presentation covers the management problem related to customer perception of packaging, research objectives focused on recent trends, customer mentality, and strategies for packaging modification. It explores different types of bottled water, including spring, mineral, purified, and sparkling water, and discusses the current bottle design of Mount Franklin, highlighting its market share and design features. The research methodology employs a qualitative approach, involving interviews with Mount Franklin managers and thematic analysis to derive insights and recommendations for improving packaging design and marketing strategies.

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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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7 7
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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8 8
• 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 wa 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

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• T h e c o n c e p t o f s e l l i n g w a t e r i n d r i n k i n g b o t t l e h a s b e e n i n
f a s h i o n f o r m a n y y e a r s .
• H o w e v e r, b o t t e h a s b e e n r e c e n t s e l l e r i n t h e b e v e r a g e
m a r k e t . Va r i o u s c o m p a n i e s h a v e b e e n i n v e s t i n g t h e i r
m o n e y i n t h e b e v e r a g e i n d u s t r i e s a n d s e l l i n g o f w a t e r
b o t t l e s i n t h e m a r k e t ( R u n d h 2 0 1 6 ) .
• M a r k e t i n g a n d p r o m o t i o n o f w a t e r b o t t l e s h a v e b e e n
p o p u l a r i n t h e m a r k e t b y v a r i o u s c o m p a n i e s i n t h e l a s t
d e c a d e .
• T h e M o u n t F r a n k l i n h a s b e e n f o c u s i n g i n i t s p r o m o t i o n a n d
m a r k e t i n g o f p a c k a g e d w a t e r b o t t l e s i n t h e A u s t r a l i a n
m a r k e t ( Ve d a c h a l a m e t a l . 2 0 1 7 ) .
Literature Review

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1010
• T h e b e v e r a g e i n d u s t r y h a s
b e e n i n c r e a s 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 m a r k e t h a s b e e n g r o w i n g
e x p o n e n t i a l l y r e a c h i n g a
m a r k e t s i z e o f $ 1 . 3 b i l l i o n .
• H o w e v e r, i n l a s t 1 0 y e a r s
b e t w e e n 2 0 0 1 a n d 2 0 11 ,
b o t t l e d i n d u s t r y h a s b e e n
g r o w i n g b y 7 5 % a n d r e a c h i n g
t o 5 9 7 m i l l i o n l i t r e s p e r
a n n u m .
• H o w e v e r, t h e g l o b a l m a r k e t
h a s b e e n i n c r e a s i n g b y 9 0 t o
2 1 8 b i l l i o n l i t r e s p e r a n n u m
( T u a e t a l . 2 0 1 7 ) .
Marketing

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

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• S p r i n g w a t e r
• M i n e r a l w a t e r
• P u r i f i e d w a t e r
• S p a r k l i n g w a t e r
Types of Bottled
Water