new product launching bangladeshi market current market situation innovative water purifier

1. Spli2
Live better with safe water

2. Gono Bishwabidyalay
Nolam, Saver, Dhaka
8th Semester
Assignment on: Pharmaceutical marketing
(Pharm 4806)
Assignment topic: Launching of a new product
( Spli2 innovative water filter)
Submitted To:
MD. Khalequeuzzaman
Assistant Professor
Department of pharmacy, GB Submitted By:
MD. Nazmul Islam Tanmoy
Class Roll: 74
Exam Roll: 2o64
Batch: 32nd
Semester: 8th
Department of pharmacy, GB.
Submission date: 20th June 2021

3. Contents Page no.
Product Logo & slogan …………………………… 01
Executive Summary ………………………………. 04
Introduction ……………………………………….. 05
Aims & Objectives ………………………………... 06-08
Product Overview ………………………………… 09-17
Current market situation ………………………… 18-21
Marketing Strategy ……………………………….. 22-29
Conclusion ………………………………………… 30

4. Executive Summary
 In recent years, the market for safe bottled water has become enormous in
major cities of Bangladesh. Spit2 is a compact portable water filtration
device that allows consumers to drink pure filtered water at a substantial
savings over purchasing bottled water. It is an environment friendly option
giving a clear choice to customers.
 The inexpensive, environment friendly, problem solving, quality & brand
should be highlighted in display and out of home advertising. Point of
Purchase displays in grocery and convenience stores will increase
awareness and give consumers a better choice than buying bottled water &
other expensive water filter. Finally, direct mail coupons and special offers
should be targeted to bottled water drinkers at current retailers such as
Super-shops and Online-market (Daraz). These new techniques for
marketing will allow the company better Return on investment (ROI) and
increase profits within two years.

5. Introduction
 The Spli2 compact water filter fills several consumer needs. It is inexpensive
and portable in pocket size thus Spli2 can solve water problem in cities or in
rural areas where safe drinking water is in scarcity. Spli2 does not require
electricity to work thus consumer friendly, easy to use. Many
environmentally conscious consumers seek products that reduce landfill
waste or help the planet in some way. The filter replaces 20,000 plastic water
bottles. It is estimated that Bangladeshis dispose of over 8 lack tones of
polyethylene bottles each year. (tbsnews,june19,2021). Reducing that by
even a small amount shows the company's priority for social responsibility.
 Millions of people are concerned about safe drinking water for their families.
Grocery stores, convenience stores, and even gas stations carry huge amounts
of bottled water to fill a growing customer demand. Annually millions of
gallons of water are sold in the Dhaka alone. The Spli2 water filter is an
excellent way for consumers to help the environment, save money, and
provide for their family's health and wellness.

6. Aims & Objectives
Mission & Vision Statements
 Spli2 is a water filtration product devoted to providing clean
drinking water. It is part of RST Company's multi-branding
strategy. RST's mission is "We make everyday life better, every
day." Their vision is "At RST, we work together to ensure we're
running our business with a focus on integrity and quality, guided by
our core value of doing the right thing every single day. We know
choices we make have a significant impact on people, our planet and
our communities. That's why we're continually strengthening our
commitment to Corporate Responsibility, focusing on five pillars:
Performance, Planet, People, Products, and Purpose. " Spli2's
individual mission is "Great-tasting water that's better for you, better
for the environment" and motto is “ Live better with clean water”.

7. Goals
NON-FINANCIAL GOALS
 To provide cheaper portable option of safe drinking water for
customers through the Spli2 filtration device, working closely with
all of the partners to bring the healthiest and best tasting water to
consumers across the planet. Taking the pledge to reduces bottled
water waste within two years, a 15% improvement.
 Continue to grow retail support, gaining valuable shelf space. Work
to place products in grocery stores and convenience stores where
bottled water is normally bought. Over the next two years place
display products in target markets such as Supervalu and Holiday
stores in large cities like Dhaka where they tend to drink the most
bottled water throughout the day. Try for military approval thus it
can be helpful even to our soldiers.

8. FINANCIAL GOALS
 Increase profits of filters by 45% within the next two years.
 Within the next two years, increase ROI (return on investment) with
advertising, using increased social media platforms and changing
objectionable television and print advertising. (Lepisto, 2008).
Core Competency
 Spli2 along with its parent company RST Company seeks to
1) deliver fresh great tasting water to its customers
2) help to eliminate bottled water waste protecting the environment
3) provide customers with a valued relationship through the cheap,
compact, portable and squeeze filtration system.

9. Product Overview
Spli2 Filter Technology
With the technology derived from kidney dialysis, Spli2 worked with
a fiber manufacturer to actually improve the hollow fiber membrane
technology. In order to improve both the filtration rates and longevity
of the filter, they needed something even more precise and rugged.
The fiber composition had to deliver exactly 0.1 & 0.02 micron
filtration 100% of the time to ensure no bacteria would get through,
and the membranes had to be sturdy enough to withstand backwashing
which allows the filter to be cleaning and reused.
Spli2's Hollow Fiber Membrane filters are small, portable, easy-to-
use, reliable, inexpensive, and can last a longtime without needing to
be replaced.
The proprietary water filters are comprised of tiny "U" shaped micro-
tubes that allow water to enter into their core through tiny micro-
pores. The high number of those tiny tubes and their surface area
allows the filter to have one of the fastest flow rates in the world. This
high flow rate eliminates the need to store water, reducing the
possibility of water contamination after the filtration process.

11. Each filter is certified for ABSOLUTE microns; that means
there is no pore size larger than 0.1 or 0.02 micron in size.
This makes it impossible for harmful bacteria, protozoa, or
cysts like E. coli, Giradia, Vibrio cholerae and Salmonella
typhi (which cause Cholera and Typhoid) to pass through the
Spli2 PointONE biological filter. At 7 log (99.99999%) the
filter attains the highest level of filtration available today.
If viruses are an issue, we offer the Point ZeroTWO Purifier
(0.02 micron absolute pores), the first and thus far only
portable purification device to physically remove viruses,
which it does at a >5.5 log (99.9997%) rate, exceeding EPA
and NSF recommendations.
All Spli2 filters have been tested by independent and qualified
research laboratories according to U.S. EPA standards for
water filters, and meet or exceed EPA standards. Spli2's
revolutionary technology has also been tested and verified by
the United Nations, and is currently being used in more than
70 countries around the world.

12. Waterborne Diseases
EPA
Requirement
Exceeds EPA
Recommendation
Removal
Rate
Bacteria Which Cause:
I.E.: Cholera, Botulism (Clostridium
botulinum),Typhoid (Salmonella typhoid), Amoebic
Dysentery, E.coli, Coliform Bacteria,
Streptococcus, Salmonella
99.9999%
6 log
Yes 99.99999%
7 log
Protozoan (Cyst):
I.E.: Giardia, Cryptosporidium, Cyclospora
99.9%
3 log
Yes 99.9999%
6 log
Viruses:
I.E.: Hepatitis A (HAV), Poliovirus, Norwalk,
Rotavirus, Adenovirus, Hepatitis E (HEV),
Coxsackievirus, Echovirus, Reovirus, Astrovirus,
Corona Virus (SARS)
99.99%
4 log
Yes 99.9997%
5.5 log
Filters Remove:
* Filter does not remove dissolved solids, including chemicals and heavy metals.

13. Technical specifications
• Water Bag Capacity: 0.5 liter
• Filter Life : Up to 1 lakh liters Guaranteed
 Removal Rate: 0.1 Micron Absolute
 Field weight: 57 grams
 You will find removal rates to equal or exceed EPA
standards and competitive options.
 Dimensions : 8 in  3 in  3.5 in

14. BENEFITS & ADVANTAGES
1. Take our Spli2 Water Filter System on traveling or backpacking trips eliminates
the need to buy bottled water that is expensive and of questionable quality.
2. To use on traveling or backpacking trips, fill up the 1/2 litter water pouch at a lake
or stream screw the filter onto the pouch and squeeze the pouch to push water
through the filter.
3. Filter will also fit the threads on most bottles of water that you buy at a grocery
store.
4. Simple to use: no pumping required, just fill with any source water.
5. Spli2 water bag holds 1/2 litter of water made of non-leachable BPA FREE plastic.
6. With municipal water the water bag can be reused hundreds of times.
7. Can be used in office, gyms, biking, running, camping, golfing, car trips, domestic
and international travel.

15. 8. The filter removes 7 log (99..99999%) of all bacteria (like
salmonella) as well as other harmful bacteria which causes cholera,
and E. coli, and 6 log (99.9999%) of all protozoa such as Glardia
and cryptosporidium. These removal rates equal or exceed other
filter options. EPA guidelines allow ten times more protozoa left in
the water than Spli2 PointONE filters allow.
9. Unlike most pump style filters; This filter does not have an
activated carbon core so the beneficial ingredients in an electrolyte
replenishment solution willI not be filtered out of your bottle.
10. Laboratory tested to meet or exceed EPA standards.
11. TESTED AND PROVEN EFFECTIVE INTERNATIONALLY.
Spli2

16. HELPFUL HINTS
a. This filter is not intended for use with saltwater or
more turbid water or beverages.
b. Do not allow unit to freeze; freezing may ruin the
hollow-fibre membrane.
c. Do not place in microwave oven.
d. Do not run hot water more than 60 ° C through filter.
e. The design of the filter allows you to back wash it with
the enclosed syringe to maintain a high flow rate and
reuse it over and over again, thus virtually making this
the filter last forever and you will ever need to buy as
long as you follow the care and use instructions.
f. All contaminants reduced by this water filter may not
necessarily be in the user’s water Supply.

18. Current market situation
Situation Analysis
 S.W.O.T. (Strengths, Weaknesses, Opportunities, and Threats) provides a brief overview
of company's internal and external factors. This analysis is meant to show the current
corporate environment identifying areas in need of improvement. After this overview,
greater detail of industry, competitors, customers, and marketing tactics will be provided.
 S. W.O.T. Analysis for Spli2 Portable Water Filter
Strengths weaknesses
Internal
Factors
Well-stablished technology, scientifically well-proven Starting 6 months manufacturing
cost is relatively high
Opens up opportunity for new improved future product Not enough support from retailers
for shelf space.
Recognized for it’s innovative value. Objectionable television and print
advertising
Steady double digit sale growth.
Opportunities Threats
External
Factors
Growing demand for bottled water makes compact
portable mini water filter more economical.
Habit of using one-time water
bottle.
Each unit requires a filter increasing cash flow from filters
sold also.
With current manufacturing
situation meeting demand is

19. Industry Overview
 The demand for filtered water bottles has exploded in the last
couple of years. There are a couple of reasons for this: an
increase in the demand for pure healthy water, the convenience
of water bottles, and an increased awareness and need for eco-
friendly solutions to eliminate bottled water waste in our
landfills. They remove up to 99.9% of continents depending on
the product you are looking at. According to the most recent
data, bottled water drinkers consume more than 40 billion
gallons worldwide, making the need for a reusable water bottle
that saves time, money, and even storage space a necessity
(Salazar, 206).
 Spli2's "double digit growth" within the upcoming two to three
years will give indicative of the possibilities. Total sales
revenue for the filtered water bottles alone is unknown at this
time but estimated to continue growing and gaining market
share. The water bottles can be purchased online at Daraz or
Evaly, or in many stores including Jamuna future part super-
shop, DSS, and Bashundhara super shop.

20. Key Competitors
 There are literally hundreds of competitors worldwide. Spli2 differentiates
itself from the competition by Geographically . Spli2 is the first ever
portable pocket size water filter introduced in Bangladeshi market. Some
of their major competitors are Pureit, Aquamira, Walton, Kent, Clear2Go,
Safelife, and EvaPure. The features vary slightly between them, some are
insulated for camping or hiking, some have chillers for cold water, and
some have slightly different styles of filters. Spli2's main advantages
appear to be simplicity, quality, cost savings, and customer loyalty.

21. Issues and Risks
 In order for Spli2 to reach increased sales goals and obtain competitive
advantage they will need to try to position themselves in grocery and
convenience stores. This will attract households which are more likely to
purchase bottled water. (Salazar, 2006). Although, bottled water drinkers
are generally in the upper middle class opening up this demographic will
increase sales substantially. One of the most important and critical issues
seems to be the objectionable advertising currently underway. (YouTube &
Lepisto, 2008). Changing out commercials and print media will improve
brand recognition and appeal.
 Finally, with the enormous amount of competition popping up around
the world, Spli2 will need to keep up with consumer needs. They will need
to adjust pricing or product design based on consumer feedback.

22. Marketing Strategy
Target Market Analysis
Target Market Description: The target consumer in this market are between
the ages of 20 and 46 with children. Their family's health and wellness are
important to them. They are approximately 60 million strong with significant
purchasing power since their annual income is upwards of 6 lakh. They are
highly educated professional career minded men/women with established
traditional routines centered on home and family. They enjoy better than
average homes in suburban metropolitan areas. They have comfortable
lifestyles and disposable income. (Lyon, 2010). Their more sophisticated
nature looks for opportunities for personal growth. The sense of community
and responsibility is strong within this group making the environmentally
friendly option of the Spli2 Water Bottle an additional benefit. The fact that it
saves 300 plastic water bottles with each filter will appeal to their sense of
ethics. (Strategic Business Insights, 2012).

23. Competitive Products
 Filtering water is a big business and there are many
products on the market to help ensure better drinking
water for your family. There are reverse osmosis
systems for under your sink or even your whole house.
These tend to be expensive and can require technicians
to install. There are faucet filtering systems and
drinking pitchers with carbon filters. These are less
expensive and are easy for homeowners to use.
Recently, the market has developed the water bottle
with the filter inside. The most convenient products are
the faucet filtering system, drinking pitchers, and the
water bottle. They each have their niche '. The water
bottle is the easiest and cheapest solution for fresh
drinking water. Among the filtering water bottles, there
are several competitors offering similar features.

24. Product Differentiation
What differentiates the Spli2 water filter from its competitors as well as competing
products is:
• Convenience: What could be more convenient than being able to drink the water from
your tap or the drinking fountain at the gym? This convenience would also be important
when purchasing the product.
• Inexpensive: Most of the key competitors in the market have price points between 5
taka/litter and 8 taka/litter, making the Spli2 water bottle a great value at around less
than 0.025 taka per litter.
• Brand: RST as well as Spli2 have a large and established brand loyalty. They are
perceived as a quality company that has been around for a many year.
• Quality: The bottles as well as other products made by Spli2 are made well with the
replaceable activated carbon filter, dishwasher safe, BPA free, and recyclable plastic.
They have even gone the extra mile by setting up recycling stations for the filters at
Whole Foods stores.
• Simplicity: The simple easy design and ease of use makes using the product a natural
transition from bottled water to drinking filtered water from your tap.

25. Key Messages
Spli2's key messages for using their product are pure
water, ease of use, quality, and saving the environment.
The pledge on the website is another way to get the
consumers vested in the product.
Their most valuable selling point appears to be the
convenience of getting pure water anywhere. The added
value of helping the planet and saving money increases its
overall appeal. (Spli2 News, 2012).

26. Marketing Mix
Promotion
 There are several different tactics that can and should be used to
promote this product. First, new television and print advertising needs
to be created to reduce objections regarding abrasiveness and racism.
The print media, at the moment, is targeted to extreme
environmentalists while it should remain consistent with the values ​​of
the target market of Generation X people who drink bottled water. The
television advertising has been ridiculed for racism because of its use
of stereotypes. The following are new techniques that should be
considered:
• Direct Mail Coupons: Work with Super-shops "and other retailers
currently offering the product to target potential bottled water drinkers
and mail out direct mail coupons and special offers regarding the Spli2
water filter.

27. • Point of Purchase Displays: The display should make consumers aware
of their messages. This would increase the value of the product showing
the choice between bottled water and Spli2.
• Television Coverage: Be sure to target the new television commercials to
television stations like GTV, Jamuna TV, Somoy TV, and OWN where
dollars spent will count more. Try out commercials on billboard and Traffic
police stations to open the demographic to those that are more likely to
purchase bottled water.
• Out of Home Advertising: Place large displays on windows of grocery
stores, convenience stores, and health clubs to introduce the product. This
will remind consumers when it is most important.

28. Pricing
 The cost of a unit of Spli2 is around 850-1000 taka . A squeeze pack along with
one replacement filter cartridges and syringe cost additional 600 taka and is said
to filter 100000 litter water each. There are many coupons available online for
50-100 taka off the product and 20 taka off the filters.
 The unit is sold from 1500 taka to 2200 taka per unit. Providing price point of
0.015 taka to 0.022 taka per litter for consumer.
 The cost is low enough for most consumers to be able to purchase it.
 It would even be of greater value to those that have been purchasing bottled water
such as Aquafina. Spli2's quote that each filtered water bottle saves 20,000 clear
plastic water bottles from the landfill equals enormous savings for consumers.
The pricing structure for Spli2 seems to be right in the middle of its competitors.
 Depending on future demand, price may need to decrease slightly in order to
increase units sold.
 It would, however not be advisable to reduce more than 300tk. At this point in
time, the price of 2200taka for one unite & two pack filter seems to be
appropriate.

29. Place Strategy
At the moment, the product is sold online and at retailers such as super shops
and Daraz. In order to increase sales substantially and increase awareness of
the product it should begin sales in grocery stores and convenience stores
where bottled water is normally purchased. This would give a clear choice
between the two. It would also differentiate itself further from the products
only sold online. Spli2 will work with distributors and retailers to increase
awareness of their solution for polluted water & landfill waste. They will
continue to build trust with their customers through social media sites
Market
Current New
Selling Spli2 water filter
online and retailer like super
shop.
Selling in grocery and
convenience stores next to
bottled water
Increasing awareness
through TV, music, and
corporate partnership.
creating new TV and print
advertising to reduce
objections

30. Conclusion
Spli2's water filter, in conclusion, is a beneficial, portable and cost
effective product. It allows consumers to control the purity of their
drinking water and at the same time be socially responsible.
Because there are many other products on the market offering the same
or similar quality Spli2 will need to build customer relationships using
Shopper Marketing methods as well as the traditional methods
Making customers value the product and guiding their choice thus
when they normally would purchase water filter they will reflect
positively on the product itself, making the cost effectiveness apparent.

31. ……..Thank you……..