Marketing Management

Business Plan

“Water Refilling Station”

Sheena Sabandal

Dr. Jeanet Parreno

I. Executive Summary……………………………………...

II. Introduction……………………………………………....

III. Marketing Environment………………………………….

IV. Analysis of Issues………………………………………..

V. Objectives………………………………………………..

VI. Marketing Strategies……………………………………..

VII. Projected Income Statement……………………………..

VIII. Evaluation………………………………………………..
Executive Summary

Water purification itself has a long history that stretches back to ancient Egypt and India. Egyptian
tomb paintings from as early as the 15th century BC show what appears to be a crude water
treatment device. And Sanskrit writings dating from 2000 BC reveal that people kept their water
pure and germ-free by boiling it, heating it under the sun or dipping a heated iron into it. One
Sanskrit text describes a filtration process that uses sand and coarse gravel while another details
how charcoal can be used to purify water.
The ancient Greeks also appear to have developed water purification methods by the 5th century
BC. Hippocrates, the father of modern medicine, invented what would come to be known as
“Hippocrates’ sleeve,” a cloth bag used to remove not only dirt and debris, but also hardness and
foul smells from water.
In Renaissance Europe, an Italian physician named Lucas Antonius Portius wrote about a multiple
sand filtration method that made use of three pairs of sand filters. In England, the eminent Sir
Francis Bacon wrote that seawater could be purified if it was allowed to percolate through sand.
In the early 1800s, Scottish engineers built the first municipal water treatment plant. The
purification system consisted of sand and gravel filters. London followed suit in 1829. By 1880,
engineers in the United States developed a rapid sand filtration system: water jets or backwashes
cleaned the filters while mechanical agitators loosened debris.
Since then, water treatment has included the addition of “helpful” chemicals like chlorine and
fluoride. At the same time, however, contaminants from industrial runoff have also made their
way into the public water supply. Polar Station water and ice vending kiosks use a multi-filtration
system that rids water of harmful chemicals while softening it. The result is water the way it should
be—clean, healthy, delicious—and product you can be proud to sell in your community.
Introduction

According to the World Health Organization (WHO), about 3.4 million people die annually
from water-related diseases. About a million Filipinos get sick with water-borne diseases yearly.
And these are diarrhea cases alone. They don’t include other water-borne disease like amoebiasis,
cryptosporidiosis and cholera. These problems are accredited to the poor water system in the
Philippines.
Even in the capital Manila, only about three fourths of the population receives piped water
from the municipal authority. Outside Manila far fewer people have access to clean water
distribution. In both locations, these families must find alternate water sources if they are to avoid
cholera epidemics and other health problems spawned by the foul, contaminated water available
in their neighborhoods. In the provinces, the scenario is worse. Some people rely on wells or even
on rivers for their supply of water for their daily consumption.
Amidst this uncertainty, a solution has appeared in the thousands of water refilling stations
that now dot the Philippine landscape. These shops began as privately-run community sources,
where consumers would bring containers and fill them for a per-gallon fee that is a small fraction
of commercially bottled water’s cost. Demand is high that most stores now offer home delivery
for regular customers.
Most shops produce between 10 3,000 and 12,000 liters of water per day. Typically, the
supply comes from the pipes of municipal concessionaires. Entrepreneurs invest in treatment
equipment and further purify their product before sale. Nowadays, bottled water has established a
major foothold in the Philippines.
With such an intense competition, how do businesses cope up with the pressure? This is
what the researches of this study would like to unveil. In the course of this study, the researches
aim to discover and compare marketing strategies employed by these water refilling stations And
this study also tackles the safeties of processes used by water refilling stations in the Philippines,
specifically on the National Capital Region, on the purified water it sells to its customers.
The study focuses on the processes the water refilling stations implements to purify the
water from its concessionaires not in the working place of water refilling stations.
Water refilling stations managed by private entrepreneurs offer a cheaper and more
convenient solution to the public’s drinking water needs than bottled water or the use of household
filters. The demand at the water refilling stations - water stores that sell purified water is now
increasing. The quality of purified water conforms to the national standards for drinking water and
is even better than the quality of water produce by traditional water supply systems in terms of
removed impurities.
Marketing Environment

Micro

Macro
Analysis of Issues

SWOT analysis (Strengths, Weaknesses, Opportunities &Threats)

Strength

 Water is a basic need of a human being

Weakness

 There are already many refilling stations in the city

Opportunity

 New technology - To better meet customer’s needs with new and improved products
and services. Technology also builds competitive barriers against other water station.
 Purified drinking has become very essential due to cases of contamination in the tap
water
 Many people are getting health conscious and they want to ensure the safety of their
family with clean water

Threats

 Since it is quite easy to put up water refilling business, it could be expected that new
competitors may rise every now and then.
 Due to global warming and increasing population size, tap water/raw water supply is
getting scarce
 Change in taste - knowing which goods and services consumers want.
 Seasonal market
Objectives

Must
 To create a service-based company whose primary goal is to exceed customers'
expectations
 To develop a sustainable home-based business
 To enable people to indeed gain access to safe water and good sanitation, necessities for
a better future

Wants
 To be most trusted water refilling station in the city
 Aspire to become a premier water and environmental services provider
 To reaffirm and promote all people's right to safe drinking water
Marketing Strategies

Product

Place

People
The approach to customers can be succinctly stated - The customer's expectations must be
exceeded, always. The only way the company can succeed is if they ensure all of the customer's
needs are being met and the customer leaves the transaction with the feeling that they were truly
appreciated.

Promotion

Price
The management of the water refilling stations priced their water products based on cost and
competitors along with considering the giving of discounts. As to the internal factors affecting
their pricing decision