Ecowater aims to acquire maximum market share by 2019. Currently, it generates good revenue but lacks major market share. To address this, Ecowater plans to restructure its business model and implement strategies like improving brand positioning through various media, enhancing sales team skills and compensation, and partnering with retailers and distributors in new areas. Analyzing the impact, Ecowater expects to confidently enter new markets in Q3 2018 as an established brand and become a premium market leader by Q2 2019 with maximum market share.

1. Aiming towards acquiring
Maximum Market Share by 2019
Final report, December 2017
Submitted by:
Anirudh Srivastava,
Student ID: 128082179

2. Recent context
a
Base case
b
Addressing the issue of gaining market sharec
Recognizing the need of the hour
d
Analyzing the impact of implemented strategies
e
Company forecast
f

3. Started with an
initial sum of $20,000
Ecowater has generated a revenue of
$5,68,800 in 1 year
by selling Purity II units in
13 county gulf coast
regions of Texas
Small investment made it big for Eco Water
Recent context
Texas
Still, company has not been able to
spot an appropriate sales record
and customer acquisition

4. Base case
b
Recent context
a
Addressing the issue of gaining market share
c
Recognizing the need of the hour
d
Analyzing the impact of implemented strategies
e
Company forecast
f

5. Recognizing the need of the hour
Ecowater could not take over a
major market share despite of
generating a good revenue
Base case

6. Company is having a limited sales access
in the market
Ecowater could not take over a major market share despite
of generating a good revenue
Base case
1 • No distribution channels with retailers or
distributors
• No industrial contracts with residences,
offices or educational institutions

7. Ecowater could not take over a major market share despite
of generating a good revenue
Base case
2
Company’s sales team lacks efficacy in
selling techniques
So far company has been able to sell
20 units per sales person in a month

8. Ecowater could not take over a major market share despite
of generating a good revenue
Base case
3 Biggest competitor Ozaka sells mineral water
bottles for $0.30 per litre
Competitors are offering nearly same pricing
for their products which is hindering Ecowater to
gain market share

9. Addressing the issue of
gaining market sharec
Base case
b
Recognizing the need of the hour
d
Analyzing the impact of implemented strategies
e
Company forecast
f
Recent contexta

10. Ecowater should restructure
its business model to become
a market leader with
soaring profits
Addressing the issue of gaining market share

11. Ecowater should restructure its business model to
become a market leader with soaring profits
Addressing the issue of gaining market share
Ecowater as a brand, needs to be positioned appropriately in the market
Company has to adopt certain promotional activities to mark their visibility
in order to be easily recognized by new customers
Print media
Digital media
Outdoor media

12. Ecowater should restructure its business model to
become a market leader with soaring profits
Addressing the issue of gaining market share
Company needs to work on its sales team’s monetary and skill development
Certain training sessions needs
to be streamlined for sales teams
Remuneration for sales team needs to
be revised

13. Ecowater should restructure its business model to
become a market leader with soaring profits
Addressing the issue of gaining market share
Company should pitch new potential market areas
Vast opportunities available in potential markets like
restaurants, residential areas, hospitals and
educational institutes.
Entering into these sectors will be an extension in
customer base and company’s market value

14. Ecowater should restructure its business model to
become a market leader with soaring profits
Addressing the issue of gaining market share
Association with retailers and distributors in other local areas
Retailers and distributors happen to be the
best promoters for any brand.
Ecowater needs to onboard possible retailers and distributors
in the segmented market as well as
other potential markets

15. Analyzing the impact of implemented strategiese
Company forecast
f
Recognizing the need of the hour
d
Base case
b
Recent contexta
Addressing the issue of gaining market share
c

16. Recognizing the need of the hour
Immediate actions required to maximize
the market share and profit ratios
Recognizing the need of the hour

17. Goal setting:
To increase the market share and revenue
generation of Purity II Naturalizer Water Unit

18. Immediate actions required to maximize the
market share and profit ratios
Recognizing the need of the hour
Brand positioning and its time-mapping from January 2018
Ecowater needs to start promoting Purity II on several media platforms to mark their visibility among
customers
January
Digital media
Search engine optimization,
adopting social media platforms
(Facebook and Instagram) for
promotions, launching a web portal
for specific information regarding
Purity II, listing Purity II on e-
commerce web portals
January
Print media
Buying media spaces in local
magazines, printing and circulation
of brochures and flyers in
segmented market and
potential markets
March
Outdoor media
Setting up event kiosks at
malls and public parks to give
demo on Purity II Naturalizer
Water Unit

19. Immediate actions required to maximize the
market share and profit ratios
Recognizing the need of the hour
Monetary and skill development of company’s sales team from January 2018
Q1 External trainer will be hired
to train sales team on
increasing efficiencies while
pitching a new client
Q2
Sales team will be on a fixed
monthly compensation.
In addition, an annual sales bonus
will be distributed among the team
for all the new clients in a year.
Q3 Another corporate training
session will be held to measure
the impact of last session and to
train with updated skillsets
Q4
Distribution of annual bonus
among sales team

20. Immediate actions required to maximize the
market share and profit ratios
Recognizing the need of the hour
Onboarding retailers and distributers in other local areas
March
2018
Corporate seminars will be organized inviting potential retailers,
distributers and plumbing supply dealers in other local areas where
customers can be acquired.
These retailers and distributers will be a beneficial assets in
promoting Purity II through word-to-mouth advertising

21. Analyzing the impact of
implemented strategiese
Recognizing the need of the hourd
Company forecastf
Base case
b
Recent context
a
Addressing the issue of gaining market share
c

22. Analyzing the impact of
implemented strategies

23. Ecowater will enter new markets confidently
in Q3 of 2018
Analyzing the impact of implemented strategies
It will be easy to pitch potential markets like restaurants,
residential areas, hospitals and educational institutes.
After the implemented strategies Ecowater will be a known brand in the market.
Hence, it will be easier for them to convince customers with the
benefits of Purity II Naturalized Water Unit

24. Company forecast
By Q2 of 2019, Ecowater will be a premium
brand in its variant comprising the
maximum market share

25. Thank you!