Everpure

Rebirth as a Revolution

Issues• Tasks• Everpure Past• The market• Competition• Everpure Present (SWOT)• Plan (branding, promotion)• Everpure Future• Conclusion

Tasks• Develop a strategy that would increase sales

to 2cr per month– Know Everpure brand & products– MEL– Current Strategy (Marketing, Sales, monitoring

system, remuneration)– People related to Everpure– The Market – The Industry– SWOT– Develop strategy– Implementation Plan

The Past of Everpure• By MEL• Name: Everpure• Water Filter and dispensers, Related accessories• Core Benefit: Provides Safe Drinking Water• about 7/8 years old• Price: Medium to high Involvement (from 11,000)• Brand’s Image in market: same as all domestic

importers, lower than foreign brands• Outlet: 1 showroom

Methodology• Exploratory research• Data:

– secondary data• Office Records• Everpure Brochures• Brochures of all competitors• Internet• Everpure Personnel Interview (qualitative)

– Primary Data• Consumers & Customers• Competitor visit

• Qualitative analysis

Current Strategy• Department: Marketing (both for WFD&WTP)• 1 Mgr, 1 Sr. Ex, 6 SR• Strongest marketing tool: WOM• Other tools: Showroom, Push Selling, Trade

Fare, Brochures, Website• SR responsibility

– Push sales– Commission on sales– Sales Call report per day

The Market of WFD• Everyone (Households, Offices, Factories, School-college-universities, Hospitals etc.)• Range: People in Dhaka (preferable BD)• Ground: Pure/safe Drinking water in Dhaka is scarce.• Apprx. Data on purity concern (from middle class to upper)

– 10% aware and active– 70% aware but ignore (ones who drinks just boiled water at home & common gallon water

outside + those who are at least conscious)– 20% Not concerned

• Primary Decision makers: Head in the family or Mgr./Asst. Mgr. in HR / Logistics / Procurement– Age: 30 to 40 (Generation X)– Mostly Married– Modest Social Life– TV, News, Minimal Internet use, Movies– Tight on money

• Secondary Decision Makers:– Children (teenage to 25s)– Employees– Parent of students

The Industry• Main competition: 3 or 4 stage purifiers• Lead by foreign (Indian) brands: Mostly Kent (by importer) and Pureit

(Unilever)• BD importers: 25 (including Everpure)• Brand Awareness:

– Kent: through importers (no promotional activity except Bengali brochures)– Pureit: Active Mkt and promotional campaign (most brand equity)

• Has low customer satisfaction– Others: Insufficient customer awareness

Everpure Present• Strengths :

– Good after sales services– Experienced sales team– MEL brand image– High financial backup (*anticipatory)– Strategic placement of showroom– Own factory– Own engineers & Technicians– Some passionate team members

Everpure Present• Weaknesses:

– No branding (except name and an old logo)– Insignificant Brand Awareness among people– No specific target market– Push selling– Manpower failure

• Outdoor SRs need to be groomed• Too much workload on Mkt Mgr.• High turnover (among newly joined)

– Poor packaging– Showroom could be more attractive– Office space insufficiently decorated

Everpure Present• Threats:

– Low entry/exit barrier (import)– Foreign category competitors (they can

invest, manufacture, promote more)– Probability of unfaithful SR presence in team– Employee turnover consistency

Everpure Present• Opportunities:

– Customers less informed in the technology– No way to judge product quality– Brand conscious customers (build trustworthy brand)– Category unaware customers (Aware)– BD importers have very low brand equity– No competitor have specific target market– Possible to import more– Possible to manufacture new– Growing concern about safe drinking water– Can increase price if branding strategy succeeds

Recommendations• Establish strong Brand Image (Brand

conscious market)• Mass Awareness campaign (increase overall

concern, position brand)• Select niche market (primary stage)

– Targeted Marketing Activities• Restructure performance appraisal• Separate Sales and Marketing team• Redecorate Everpure home

Strategy

• Objective: Establish a trustworthy brand– Vision– Establish Brand Elements– Select Niche Market– Promotional Plan

Overview

• Everpure will lead the Health Conscious Lifestyle revolution in Dhaka– The habit of maintaining a healthy lifestyle

• The source of high quality products for healthy lifestyle

• Towards Building Brand Elements

– Medium to high involvement product– People trust only known brands– No marketing activity by BD competitors– Poor product and service by foreign– Backup of MEL group (Technological, Infrastructural and financial)– Scope of research and development of new products– Scope to import

Vision

Brand Elements

• Name: Everpure• Product Category:

– The introduciton of “Lifecare” Products• Tagline:

“Innovations for Pure Life”

Brand Characteristics

• Sector: Health and lifestyle products• Unique Selling Proposition: Modern

Technology• Other propositions:

– Bangladeshi company– Innovation– Good sales and technical support– lower price than foreign companies

• Packaging: Needs to have at least some Brand Packaging

Future Scenerio• Soon there will be a high demand of

purifiers, stronger companies will come to this market. We would compete with:– First mover advantage– Large Loyal Customer Base– More knowledge on the customers– Patriotic sentiment– Innovation

Everpure Niche Market

• Niche: Offices• Geographical Area: Dhaka• Demography: 30 to 40 years (Gen X)• Category Concern (WFD): 40% (Apprx.)• Target Market Portrayal: A mid level manager/officer

with 40-50+ employees• In charge of drinking water• Low or no knowledge on purifiers• Usually buys gallons• Customer insight: Get ‘somewhat safe’ source of

drinking water, without hassle, preferably low cost

Promotion Plan (Stage 1)

• Objective:– Increasing concern for healthy lifestyle– Introducing Everpure as a Concerned Brand

• Mass Awareness Campaign (1st,2nd,3rd Week to 2nd month)– Target Audience: All of Dhaka City– Slogan: “Stay Everpure”– Brief: Increase concern about safe drinking water, Bad sides of

boiled water, Gallon water– 1st week: Teaser (Newspaper, video share, Facebook, Stickers

everywhere mentioning “Stay Everpure”)

Promotion Plan (Stage 1)

• 2nd week: Full paced campaign– Press briefing– Sponsor a viral music video (or an music album)– Preferably Renowned Singer– Lyrics: Modern busy life, health negligence, contains “Stay

Everpure”– Activity campaign in schools, colleges, universities– Print (newspaper & brochures), Web ad, Facebook group etc– Brief mention about Everpure and its current products & vision

• Regular Presence in the media as a Bangladeshi Brand which is concerned about maintaining a healthy life– Activities– Promotional offers– Sales discounts– CSR

Promotion Plan (Stage 2)

• Objective: Introducing “Lifecare Products” Range• Target Audience: Everpure Niche• Target Marketing (3rd week to 3rd month)

– Creative Direct Mail to offices (preferably sent to specific name)– Transparent Everpure Water Bottles (gift)– Direct Mail Contents:

• The need to be concerned about a healthy lifestyle• Water, as a core element• About Everpure (as a Bangladeshi company – introduce MEL –

which is beginning its journey towards “Lifecare” products which are meant for your life)

• Mention that the quality of products are strictly maintained by our R&D, approved by BUET & etc.

• Showcase of current products (overall price)• Discount coupon (for launching)

Implementation Requirements

• Dynamic Teams– Sales– Marketing– Technicians

• New packaging• Uniform for Everpure Team• Showroom Renovation• Website• Separate Phone Number for Everpure• Funding

Conclusion

• Small SBU for MEL• Wide scope for development• Easy to monitor and regulate• Possible to implement within a week

Thank You