A Polluted Purifier By: Mystical Powers of the Ganga Ganga has always been more than an ordinary river. For millions of Indians she is a goddess.
This sample marketing plan was created with Marketing Plan Pro software. Marketing Strategy H20 Industries' marketing strategy will be to execute and communicate its value proposition of service and market segmentation advantage in providing segregated regeneration of customers' resin.
This will be expanded on in upcoming sections. Get practical ideas and good models with dozens of examples of successful marketing plans with Sales and Marketing Pro. Finish your own Marketing Plan Mission H20 Industries' mission is to segment the market for pure water by providing niche products to specialized industry sectors who are otherwise not properly serviced by large pure water suppliers.
Segregating a customer's deionization resin and regenerating it on a portable tank basis to hospital dialysis units is an excellent example of such a niche product that stresses quality and service to users who are prepared to pay a premium price. Marketing Objectives Maintain positive, steady sales growth each quarter.
Generate brand equity so that H20 Industries becomes a household word within the industry. Financial Objectives Decrease fixed costs by increasing the sales base, leveraging economies of scale.
Do not decrease research and development, as a percentage of sales, regardless of the economic climate or market position. Their need for purity might be only.
Water is only a good conductor because of the quantity of dissolved solids in the water. As the ion exchange process lowers the level of total dissolved solids TDS the resistance, measured in ohms, increases.
A purity level of. They would need 18 Megohms, at which point the water would be pure and incapable of acting as a conductor. Generally speaking, those sectors of the market that need the highest levels of purity are the customers for H20 Industries' main niche product of segregated DI exchange service.
This means that the resin coming back from the customer is never mixed with any other company's resin. This is a very strong sales feature when dealing with dialysis units of a hospital, labs and pharmaceutical manufacturers, and electronics makers.
These customers are happy to pay a premium over the price charged for bulk DI regeneration service because they do not want their resin co-mingled with resin coming from a metal plater or a car wash.
Quantifying the market for segregated portable deionized equipment is not easy. Unlike the market for used cars, metal furniture, or nearly every product one can think of, there are no readily-available statistics on the market for portable DI exchange.
Portable DI exchange is only a small portion of their business. This has been confirmed from several sources. The relationship between input water and DI exchange capacity is charted.
Assuming incoming water quality of parts per million of TDS, a 3. This means that an average user with a flow rate of 10 gallons per minute would use up a 3. Assuming the salesman was accurate in his statement of 2, customers, this would work out tocu.
This figure is somewhat greater than the figure of , however, the subject of this business plan, H20 Industries, will has a productive capacity of only cu. Taking the midpoint estimate for the total Northern California market ofcu.
Hospital Dialysis Units and Stand alone Clinics California lists 16 stand-alone dialysis clinics, many of whom have multiple locations with varying numbers of stations. Every dialysis clinic, as least in Michigan according to BESCO, use deionization units for polishing, after initially running the water through a reverse osmosis system.
In addition, there is blood analysis work which is normally done using "wet" analysis equipment that requires H20 Industries. Labs and Pharmaceutical Manufacturers A list of labs and pharmaceutical makers in Northern California contains names.
Others use so much deionization water that they have their own built-in DI system. The rest who have flow rate needs of between one and 20 gallons per minute are in the range most economically serviced by portable DI exchange.
Electronic Manufacturers Semiconductor manufacturers and other makers of electronic components need pure water to flush with. As microprocessors use wafers of ever-decreasing size, the requirements for pure water to rinse with increase, as do various other additional micro filtering.
A list of electronics manufacturers in Northern California names makers. Machine Tools and Parts This is one of the fasting growing sectors as more manufacturers conform to the ISO standard, which requires delivered parts to be clean defined as rinsed thoroughly with water of one Megohm purity or better.
This category includes a need for deionized water in machines consuming cutting oil, any machine with cooling systems, and other uses. Other This sector of the market will represent the market for DI exchange water lower than one Megohm in purity.
Some industries that would be included in this "other" category would be: Car washes need deionized water for the final rinse.Strategy and Implementation Summary.
Besides direct sales effort to large users of H20 Industries, a major element of the company's marketing efforts will be to develop a distributor network through existing local water service companies/5(37). The paucity of credible and reliable water quality data on the Ganga must be rectified.
These parts are: a 'micro fibre mesh', a 'carbon trap', a 'processor' and a 'polisher'. The micro fibre mesh is a sieve, which filters out visible dirt. The targeting strategy is based on the quality of water. For towns where the water quality is good, UV water purifier is targeted.
And for towns where water quality is bad, there RO or RO + UV water purifier is targeting.