GAP Analysis STPD Analysis Segmentation Targeting Positioning Differentiation SWOT Analysis Market Analysis 4 P's Media Mix Business Planning

1. Ooho! -
EDIBLE
WATER
Blobs

2. GAP ANALYSIS
 MOST PLASTIC BOTTLES USED FOR SOFT DRINKS AND WATER WILL TOUCH 583.3
BILLION BY 2021 WHICH IS NEXT TO IMPOSSIBLE TO RECYCLE THE BOTTLES TO
PREVENT IT FROM POLLUTING THE OCEANS AND LAND.
 BY 2050 THE OCEAN WILL CONTAIN MORE PLASTIC BY WEIGHT THAN FISH.
 PLASTIC PRODUCTION IS SET TO DOUBLE BY 2040 AND QUADRUPLE BY 2050.
 A MILLION PLASTIC BOTTLES ARE BOUGHT AROUND THE WORLD EVERY MINUTE
CREATING ENVIRONMENTAL CRISIS SUCH AS CLIMATE CHANGE.
EDIBLE WATER BOTTLES WILL ELIMINATE THE FOLLOWING PROBLEMS :

3.  3 MILLION WATER BOTTLES ARE THROWN AWAY A DAY BURNED WITH
TRASH CAUSING GREEN HOUSE EFFECT AND POLLUTION.
 REUSABLE PLASTIC BOTTLES CAN HAVE HARMFUL EFFECTS ON THE
ENVIRONMENT AS WELL AS TO HUMANS BECAUSE OF HARMFUL METAL
CONTAMINANTS.
 NOT RECYCLED ALWAYS AS ONLY 7% OF THOSE COLLECTED FOR
RECYCLING WERE TURNED INTO NEW BOTTLES IN THE YEAR 2016 OUT OF
FEWER THAN HALF OF THE BOTTLES BOUGHT.

4. STPD Analysis

5. SEGMENTATION
DEMOGRAPHIC
SEGMENTATION
GEOGRAPHICAL
SEGMENTATION
BEHAVIOURAL
SEGMENTATION
PSYCHOGRAPHIC
SEGMENTATION
 WORKING
PEOPLE.
 ALL AGES
OF PEOPLE.
 ALL MAJOR
CITIES AND
TOWNS.
 ALL HEALTH
CONSIOUS
PEOPLE.
 ALL PRICE
CONSCIOUS
PEOPLE.
 ALL CLASS
OF PEOPLE.

6. TARGETING
 ALL HEALTH CONSCIOUS PEOPLE.
 PEOPLE WHO WANTS TO GIVE CONTRIBUTION TOWARDS ENVIRONMENT
PROTECTION AND ARE AGAINST PLASTIC BOTTLES.
 ALL HOTEL INDUSTRY,HOSPITAL,CORPORATE OFFICES,TRANSPORT
INDUSTRY.

7. POSITIONING
 POSITIONED IN THE MARKET BY GIVING TAGLINE “ SAY NO TO PLASTICS “ .
 SAFE FOR CONSUMPTION FOR ALL AGES.
 FASTER BIODEGRADABLE.

8. DIFFERENTIATION
 DIFFERENCIATING EDIBLE WATER BOTTLES FROM PLASTIC
WATER BOTTLES AS IT IS MORE ECO-FRIENDLY.
 LOW PRICE TO COMPETE WITH EXISTING WATER BOTTLE
COMPANIES TO ATTRACT ALL CLASSES OF PEOPLE.
 100 ML PACK FOR AGE GROUP OF 1-5, 200 ML AND 350 ML
PACK FOR AGE GROUP OF 6 AND ABOVE .

9. SWOT Analysis

10. STRENGTH
 BIO - DEGRADABLE IN NATURE.
 UNIQUE BENEFITS WHICH ARE NOT OFFERED BY COMPETITORS.
 CREATIVE PRODUCT IDEA.

11. WEAKNESS
 IT’S A START - UP COMPANY.
 NOT KNOWN TO ALL AND ALSO NOT FEASIBLE FOR EVERYONE.
 LONG JOURNEY FOR THE COMPANY TO GRAB THE MARKET.
 DIFFICULT TO CARRY FOR LONG JOURNEYS.

12. OPPORTUNITY
 TIE-UP WITH HOTEL INDUSTRY AND MULTINATIONAL BRAND TO CREATE NEW
PRODUCT.
 TIE-UP WITH HOTEL INDUSTRY,CORPORATES WILL HELP TO GROW THE
MARKET IN NEAR FUTURE.
 PROPER MARKETING STRATEGY IMPLEMENTATION AND GETTING INVESTORS
WILL HELP TO COMPETE WITH PLASTIC BOTTLES AND HENCE THERE WILL BE
REDUCTION OF PLASTIC BOTTLES.

13. THREATS
 EVERYONE CAN MAKE AT THEIR KITCHEN BY MODIFYING AND
INNOVATING THE RECIEPE.
 NOT ACCEPTABLE BY LOWER CLASS OF PEOPLE.

14. MARKET ANALYSIS
 Replacing conventional bottles with water orbs may be inherently innovative.
 Importantly, it reduces production cost of packaged water as each orb
reportedly costs RS 2 - 4 to synthesize.
 Even if water orbs accounted half of conventional production cost, they
provide competitive advantage to water packagers.

15.  Moving forward, water orbs or edible packaging are likely to gain market
acceptance, but these are not likely to replace conventional bottled water now.
 These are also likely to change the regulatory landscape, pertaining to food and
beverage, when governments begin to see the benefits of such environment
friendly solutions.
 Additionally, consumer confidence needs to be gained with continuous
awareness creation.

16.  Emerging market participants with similar innovations are expected to disrupt
the conventional market of bottled water, mainly in developed economies.
 The main advantage of using water orbs is possible decrease in production
cost of packaged water.
 These have a substantial potential to challenge the sales of the petroleum-
based plastic packaged water as being sustainable and non-toxic packaging
material it will appeal to eco-conscious consumers specially.

17. PRODUCT
 Uses biodegradable seaweed (algae) and calcium chloride based edible
membrane.
 Its design is based on the way nature stores water as little blob.
 To create these blobs, spheres of ice are treated with a liquid form of the
seaweed-derived membrane.
 As the membrane solidifies and the water melts, this creates a portable and eco-
friendly serving of packaged water.

18. PLACE
 ALL MAJOR CITIES AND TOWNS.
 GETTING CONNECTED WITH THE DISTRIBUTORS,WHOLESALERS,RETAILERS TO
MAKE IT EASY FOR THE PEOPLE TO BUY EDIBLE WATER BOTTLES.
 ONE OF THE KEY FACTORS TO THE SALE IS AVAILABILITY. IF IT’S BOTTLED
WATER AND IF IT’S AVAILABLE , CONSUMERS ARE UNLIKELY TO LOOK AT THE
BRAND.
 PEOPLE ARE MORE LIKELY TO PURCHASE BECAUSE IT’S AN ESSENTIAL
COMMODITY AND NO ONE CAN GO WITHOUT WATER FOR LONGER TIMES.
SO THE SUCCESS DEPENDS ON THE DISTRIBUTION.

19. PRICE
 LOW PRICE STRATEGY.
 RS 2 FOR 100 ML PACK FOR AGE GROUP OF 1-5.
 RS 4 FOR 200 ML AND RS 6 FOR 350 ML PACK FOR AGE GROUP OF 6
AND ABOVE.

20. PROMOTION
 ADVERTISING IN NEWS PAPER, TELEVISION AND ONLINE WEBSITES.
 REGULAR PROMOTIONAL OFFERS.
 SALES DISCOUNT TO PUSH THE PRODUCT IN THE MARKET.
 FREE SAMPLE DISTRIBUTION TO ATTRACT MORE CUSTOMERS ON A
REGULAR BASICS.
 OFFLINE CAMPAIGNS TO CREATE AWARENESS.

21. MEDIA MIX
 NEWSPAPERS WILL HELP US TO REACH THOSE CUSTOMERS WHO DON’T
WATCH TV OR ARE NOT ACTIVE IN SOCIAL MEDIA.
 EMAIL CAMPAIGNS WILL BE A GREAT WAY TO REACH OUR TARGET
AUDIENCE.
 WEBSITES WILL HELP US TO GAIN ATTENTION OF PEOPLE WHO USES
INTERNET FREQUENTLY.
MEDIA

22.  SOCIAL MEDIA WILL BE A GOOD START SUCH AS ADVERTISING IN
FACEBOOK , TWITTER.
 RADIO WILL HELP US TO ATTRACT LOWER CLASS AND MIDDLE CLASS
PEOPLE.
 TELEVISION WILL CREATE AN IMPACT TO HOME MAKER , CHILDREN
AND OLD PEOPLE.

23. METHODOLOGY
 KEEPING IN MIND OF THE AUDIENCE FOR OUR CONTENT TO BE VIEWED
AND SHARED WILL HELP US TO GAIN CUSTOMERS.
 REACHING TO EVERY POTENTIAL CUSTOMER WILL HELP OUR PRODUCT TO
GO EVRYWHERE THROUGH WORD OF MOUTH.
 MAKING PEOPLE UNDERSTAND THE PRODUCT EFFECTIVENESS WILL
REDUCE PLASTIC BOTTLES CONSUMPTION.

24. MONEY
 RS 4 FOR 200 ML AND RS 5 FOR 350 ML PACK FOR AGE GROUP OF 6
AND ABOVE.
 WE UNDERSTOOD THE TARGET AREA AND THE SCOPE OF THAT
AUDIENCE WHICH WILL HELP US TO ALLOCATE THE APPROPRIATE
AMOUNT OF MONEY.
 TARGETING ALL AGES AND CLASSES OF PEOPLE.
MARKETS

25. MECHANICS
 PLANNING AND SCHEDULING THE PRODUCT LAUNCH IN ORDER TO
HELP THE MARKETING PROCESS OPERATE MORE SMOOTHLY.
 LINING UP OF ADVERTISEMENT ON VARIOUS MEDIA WILL HELP US TO
RUN THE ADVERTISEMENT PART SMOOTHLY.

26. BUSINESS PLANING
SHORT TERM PLANNING
 IMPROVING SKILLS OF THE EMPLOYEES AND THEIR
ATTITUDES.
 LOOKING AFTER PRODUCTION EQUIPMENTS OR
PRODUCT QUALITY.
 EMPLOYEE TRAINING COURSES, EQUIPMENT SERVICING
AND QUALITY FIXES.

27. MEDIUM TERM PLANNING
 SCHEDULING TRAINING PROGRAMS FOR THE MEDIUM TERM.
 QUALITY ISSUES CAN BE LOOKED.
 SERVICE CONTRACT.
 IMPLEMENTING POLICIES AND PROCEDURES TO ENSURE THAT SHORT
TERM PROBLEMS DON’T RECUR.

28. LONG TERM PLANNING
 EXAMINING MAJOR CAPITAL EXPENDITURES SUCH AS PURCHASING
EQUIPMENT AND FACILITIES.
 IMPLEMENTING POLICIES AND PROCEDURES WHICH WILL SHAPE
COMPANY’S PROFILE TO MATCH TOP MANAGEMENT’S IDEAS.

29. COST PER THREE BOTTLES RS 3 (1- 100 ML ,1- 200 ML ,1- 350 ML )
 RAW MATERIALS – 10 PAISE FOR 100 ML
20 PAISE FOR 200 ML
30 PAISE FOR 300 ML
 ADVERTISEMENT – RS 1.5 FOR 3 BOTTLES
 OPERATIONS COST – RS 0.5 FOR 3 BOTTLES
 MISCELLENEOUS COST – RS 0.40 FOR 3 BOTTLES

30. RAW MATERIALS VARIABLE COST – 0.60 PAISE
RAW MATERIALS FIXED COST – 0.60 PAISE
RAW MATERIALS TOTAL COST – RS 1.20
THEREFORE, PER MONTH PER CITY
 SELLING UNIT – 1,50,000 BOTTLES
 TOTAL UNIT SOLD – RS 6,00,000 (12*50,000)
 TOTAL PRODUCTION COST – RS 1,50,000
 TOTAL PROFIT – RS 4,50,000

31. CAPITAL REQUIRED - RS 2.5 CRORES ANNUALLY PER CITY
BREAK - EVEN POINT
 MINIMUM 75,000 BOTTLES REQUIRED TO BE SOLD TO INCUR TOTAL
PRODUCTION COST OF RS 1,50,000 PER CITY.

32. THANK YOU
 DEBOTTAM PAUL CHOUDHURY
 ISHITA BOSE
 SAUMYAJIT BANDAPADHYAY
 DEBOSMITA MAJUMDER
 JHILIK CHATTERJEE