This document outlines a strategy to increase sales for Everpure, a Bangladeshi company that sells water filters and dispensers. It discusses Everpure's history and the market landscape. It identifies establishing a strong brand image and increasing awareness as key goals. The plan is to target offices in Dhaka by launching a "Lifecare" product line. A two-stage promotional strategy is proposed, beginning with a mass awareness campaign followed by targeted marketing to the niche market. The strategy aims to position Everpure as a leader in healthy lifestyles and establish brand loyalty through innovation. Requirements for implementing the plan like new teams, packaging, and funding are also covered.

1. Everpure
Rebirth as a Revolution

2. Issues
• Tasks
• Everpure Past
• The market
• Competition
• Everpure Present (SWOT)
• Plan (branding, promotion)
• Everpure Future
• Conclusion

3. Tasks
• Develop a strategy that would increase sales
to 2cr per month
– Know Everpure brand & products
– MEL
– Current Strategy (Marketing, Sales, monitoring
system, remuneration)
– People related to Everpure
– The Market
– The Industry
– SWOT
– Develop strategy
– Implementation Plan

4. The Past of Everpure
• By MEL
• Name: Everpure
• Water Filter and dispensers, Related accessories
• Core Benefit: Provides Safe Drinking Water
• about 7/8 years old
• Price: Medium to high Involvement (from
11,000)
• Brand’s Image in market: same as all domestic
importers, lower than foreign brands
• Outlet: 1 showroom

5. Methodology
• Exploratory research
• Data:
– secondary data
• Office Records
• Everpure Brochures
• Brochures of all competitors
• Internet
• Everpure Personnel Interview (qualitative)
– Primary Data
• Consumers & Customers
• Competitor visit
• Qualitative analysis

6. Current Strategy
• Department: Marketing (both for WFD&WTP)
• 1 Mgr, 1 Sr. Ex, 6 SR
• Strongest marketing tool: WOM
• Other tools: Showroom, Push Selling, Trade
Fare, Brochures, Website
• SR responsibility
– Push sales
– Commission on sales
– Sales Call report per day

7. The Market of WFD
• Everyone (Households, Offices, Factories, School-college-universities,
Hospitals etc.)
• Range: People in Dhaka (preferable BD)
• Ground: Pure/safe Drinking water in Dhaka is scarce.
• Apprx. Data on purity concern (from middle class to upper)
– 10% aware and active
– 70% aware but ignore (ones who drinks just boiled water at home & common
gallon water outside + those who are at least conscious)
– 20% Not concerned
• Primary Decision makers: Head in the family or Mgr./Asst. Mgr. in HR /
Logistics / Procurement
– Age: 30 to 40 (Generation X)
– Mostly Married
– Modest Social Life
– TV, News, Minimal Internet use, Movies
– Tight on money
• Secondary Decision Makers:
– Children (teenage to 25s)
– Employees
– Parent of students

8. The Industry
• Main competition: 3 or 4 stage purifiers
• Lead by foreign (Indian) brands: Mostly Kent (by importer) and Pureit
(Unilever)
• BD importers: 25 (including Everpure)
• Brand Awareness:
– Kent: through importers (no promotional activity except Bengali brochures)
– Pureit: Active Mkt and promotional campaign (most brand equity)
• Has low customer satisfaction
– Others: Insufficient customer awareness

9. Everpure Present
• Strengths :
– Good after sales services
– Experienced sales team
– MEL brand image
– High financial backup (*anticipatory)
– Strategic placement of showroom
– Own factory
– Own engineers & Technicians
– Some passionate team members

10. Everpure Present
• Weaknesses:
– No branding (except name and an old logo)
– Insignificant Brand Awareness among people
– No specific target market
– Push selling
– Manpower failure
• Outdoor SRs need to be groomed
• Too much workload on Mkt Mgr.
• High turnover (among newly joined)
– Poor packaging
– Showroom could be more attractive
– Office space insufficiently decorated

11. Everpure Present
• Threats:
– Low entry/exit barrier (import)
– Foreign category competitors (they can
invest, manufacture, promote more)
– Probability of unfaithful SR presence in team
– Employee turnover consistency

12. Everpure Present
• Opportunities:
– Customers less informed in the technology
– No way to judge product quality
– Brand conscious customers (build trustworthy brand)
– Category unaware customers (Aware)
– BD importers have very low brand equity
– No competitor have specific target market
– Possible to import more
– Possible to manufacture new
– Growing concern about safe drinking water
– Can increase price if branding strategy succeeds

13. Recommendations
• Establish strong Brand Image (Brand
conscious market)
• Mass Awareness campaign (increase overall
concern, position brand)
• Select niche market (primary stage)
– Targeted Marketing Activities
• Restructure performance appraisal
• Separate Sales and Marketing team
• Redecorate Everpure home

14. Strategy
• Objective: Establish a trustworthy brand
– Vision
– Establish Brand Elements
– Select Niche Market
– Promotional Plan

15. Overview
• Everpure will lead the Health Conscious Lifestyle
revolution in Dhaka
– The habit of maintaining a healthy lifestyle
• The source of high quality products for healthy lifestyle
• Towards Building Brand Elements
– Medium to high involvement product
– People trust only known brands
– No marketing activity by BD competitors
– Poor product and service by foreign
– Backup of MEL group (Technological, Infrastructural and financial)
– Scope of research and development of new products
– Scope to import
Vision

16. Brand Elements
• Name: Everpure
• Product Category:
– The introduciton of “Lifecare” Products
• Tagline:
“Innovations for Pure Life”

18. Brand Characteristics
• Sector: Health and lifestyle products
• Unique Selling Proposition: Modern
Technology
• Other propositions:
– Bangladeshi company
– Innovation
– Good sales and technical support
– lower price than foreign companies
• Packaging: Needs to have at least some Brand
Packaging

19. Future Scenerio
• Soon there will be a high demand of
purifiers, stronger companies will come to
this market. We would compete with:
– First mover advantage
– Large Loyal Customer Base
– More knowledge on the customers
– Patriotic sentiment
– Innovation

20. Everpure Niche Market
• Niche: Offices
• Geographical Area: Dhaka
• Demography: 30 to 40 years (Gen X)
• Category Concern (WFD): 40% (Apprx.)
• Target Market Portrayal: A mid level manager/officer
with 40-50+ employees
• In charge of drinking water
• Low or no knowledge on purifiers
• Usually buys gallons
• Customer insight: Get ‘somewhat safe’ source of
drinking water, without hassle, preferably low cost

21. Promotion Plan (Stage 1)
• Objective:
– Increasing concern for healthy lifestyle
– Introducing Everpure as a Concerned Brand
• Mass Awareness Campaign (1st
,2nd
,3rd
Week to 2nd
month)
– Target Audience: All of Dhaka City
– Slogan: “Stay Everpure”
– Brief: Increase concern about safe drinking water, Bad sides of
boiled water, Gallon water
– 1st
week: Teaser (Newspaper, video share, Facebook, Stickers
everywhere mentioning “Stay Everpure”)

22. Promotion Plan (Stage 1)
• 2nd
week: Full paced campaign
– Press briefing
– Sponsor a viral music video (or an music album)
– Preferably Renowned Singer
– Lyrics: Modern busy life, health negligence, contains “Stay
Everpure”
– Activity campaign in schools, colleges, universities
– Print (newspaper & brochures), Web ad, Facebook group etc
– Brief mention about Everpure and its current products & vision
• Regular Presence in the media as a Bangladeshi Brand
which is concerned about maintaining a healthy life
– Activities
– Promotional offers
– Sales discounts
– CSR

23. Promotion Plan (Stage 2)
• Objective: Introducing “Lifecare Products” Range
• Target Audience: Everpure Niche
• Target Marketing (3rd
week to 3rd
month)
– Creative Direct Mail to offices (preferably sent to specific name)
– Transparent Everpure Water Bottles (gift)
– Direct Mail Contents:
• The need to be concerned about a healthy lifestyle
• Water, as a core element
• About Everpure (as a Bangladeshi company – introduce MEL –
which is beginning its journey towards “Lifecare” products which are
meant for your life)
• Mention that the quality of products are strictly maintained by our
R&D, approved by BUET & etc.
• Showcase of current products (overall price)
• Discount coupon (for launching)

24. Implementation Requirements
• Dynamic Teams
– Sales
– Marketing
– Technicians
• New packaging
• Uniform for Everpure Team
• Showroom Renovation
• Website
• Separate Phone Number for Everpure
• Funding

25. Conclusion
• Small SBU for MEL
• Wide scope for development
• Easy to monitor and regulate
• Possible to implement within a week

26. Thank You