The document describes a portable water filtration device called Lifesaver. It filters water down to 15 nm and uses activated carbon to remove chemicals. It has a failsafe design and can filter 6000 liters of water per unit. The document proposes marketing Lifesaver in India by targeting urban consumers, travelers, and the military. It would be priced around Rs. 5000 per unit and distributed through retail stores and online. Advertising would promote its clean, portable, and trustworthy water through TV, magazines, and demonstrations. Long-term plans include providing the device to disaster relief efforts and manufacturing in India.

1. BY
MUTHUKUMAR AN
MAZIN CHAKKARATHODI
KSHAF ALI
PRATIK DESHMUKH

2. FEATURES OF LIFESAVER
 Filtration up to 15 nm that
can remove all germs
 Activated carbon filters
that blocks a broad
spectrum of chemicals
 Failsafe technology
 Life cycle of 6000 litres
 Complies with all
international regulatory
standards

3. Marketing it in India

4. Choose the value
1. Customer Segmentation –
I. Urban consumers capable of paying a little more
II. Frequent Travelers with quality as priority
2. Market Selection Focus –
I. Journalists
II. Adventure Seekers/Cyclist/Backpackers/Trekkers
III. Military (Army, Navy, Air force), Merchant Navy
3. Value Positioning –
A Clean, Portable and trustworthy source of drinking water

5. Provide the Value
1. Product Development – Product already developed and
available in the US market. Research is going on to find ways to
make it cheaper.
2. Pricing – The current production cost (in US) is pegged at $60.
Including various taxes and expenses, we estimate, product can
be sold at around $84 (approx. Rs.5000/-).
3. Sourcing – Product will be sourced from US (imported by sea).
In future, plans to set up manufacturing plant in India.
4. Distribution –
I. Through retail chains – Sports Shops, Big Bazaar, etc.
II. Online Portal
5. Servicing – Filter replacement after cycle lifetime of 6000 liters.

6. Communicating the Value
1. Sales Force –
I. To Market the product to retail chains so that they are willing to buy
and stock the product
II. Outlets in Airports and Major ports of India with trained staff to sell
to foreign tourists.
2. Sales Promotion –
1. Special first time discounts to retailers
2. Advertising costs for retailers will be borne by us
3. Special discounts for online purchase
4. World water Day will be celebrated by giving special offers
5. Tie up with government of India to provide bottles for defense
services
3. Advertising –
1. Brand building by creative ads in TV, Travel magazines, Sports
Magazines
2. Special demos of Water purifying in Malls, Roads, Sports shops and
outside Airports (Also as part of World Water Day)

7. Future Prospects
 Market the product to NGOs and the CSR wing of
various MNCs so as to make it available to those
affected by natural calamities like floods, landslide
 Setting up manufacturing plants in India.