Marketing plan of the company aqua pura srl

INTRODUCTION:

Organizations not only sell, but also purchase huge amounts of raw materials, manufactured parts, facilities, supplies, business services, etc.

Organizational markets are divided into industrial markets, resale markets, and government markets. Industrial buyers purchase goods and services that help them produce other goods and services; resellers acquire them to resell for a profit; and the government offices acquire them to carry out the functions of the government mandate (services and public works or transfer them to others who need them).

The characteristics that differentiate it with consumer markets are: minor and large buyers, close relationships between the supplier and the customer, geographic concentration of buyers, derived and inelastic demand, among others.

In the organizational market, microsegmentation can be performed as well as macrosegmentation.

In macrosegmentation, buyers have not only different buying habits, but also and above all different needs and expectations, in relation to the products and services offered. The segmentation procedure will decompose the reference market into homogeneous subsets with the identification of the target buyer groups, within the purchase expectations and behavior plan.

The objective of micro-segmentation is to analyze the diversity of needs within the market products identified in the macro-segmentation analysis stage. Some of the variables of influence of micro-segmentation analyzed in the consumer market are analyzed in the organizational market.

The main variables used for the segmentation of the organizational market are: demographic data, characteristics of the activities, position regarding purchases, and personal characteristics.

MISSION

Our project will revolve around the company Aqua Pura SRL., Which is dedicated to avoiding the calcification and corrosion produced by water, to improve the standard of living in the domestic sector, and increase the duration and performance of machinery in the industrial sector. All this by means of an “ionic water protection unit”, with a wide range of different sizes. Through it, a magnetic process is created by which the need for chlorine and algaecides is reduced, keeping the water cleaner, less contaminated and improving its quality. It is an ecological product, easy to install and fully guaranteed.

Your clients are divided into two groups; the domestic and industrial users, applying the same product to both segments, varying only the size, which depends on the diameter and flow of the pipes. Therefore, our clients are all those who use water both at home and in their industrial processes.

There have been some cases of direct competition with similar products, but most of them are not domestically manufactured and the companies that distribute them do not have a structure that is technically or financially sound enough to be a serious threat to our company. There are also other water treatment systems that develop different methodologies.

MARKET ANALYSIS

MARKET SEGMENTATION

MACROSEGMENTATION

Our company targets both the domestic sector, to improve the standard of living of our users, and the industrial sector to increase and improve the duration and performance of the machinery.

A very important share of the company is concentrated in the domestic sector, but due to its size it will not be treated in this work.

Therefore the object of our study will be the industrial sector, in which our product can be directed to companies or industries that use water in their production processes; This is due to the fact that our product is capable of being applied in any process in which there is heat exchange through water.

Although Aqua Pura SRL directs its efforts to a certain group of companies with activities related to the characteristics of our product, it must be noted that any company that does not use water in its production process can also be part of our target audience, since In the physical space in which it carries out its activities, there are water conduits oriented to different actions (air conditioning, bathrooms, etc.).

MICROSEGMENTATION

INFLUENCE VARIABLES

DEMOGRAPHIC:

In the second half of this century, Argentine demography has undergone one of the fastest and most profound changes known in the western world. In 1946, the average number of children that each Argentine woman had was 3.7, and nowadays it is expected that they will have 1.2 children. As regards mortality, fifty years ago life expectancy was 62 years, and it is currently about 77 years. The combination of both factors has greatly altered the population structure in our country.

CONSUMPTION AND CUSTOMER:

In other less competitive times, the company put the product it wanted on the market, and the customer had to buy what there was.

Today, the client "knows more than we do" about our own product, demands specific characteristics that are appropriate to their needs, and the company must go through it. Today, customers have become aware, even before their suppliers, of the need for quality in products or services. And they are claiming that quality from us, in addition to a contractual route with the presentation of official certificates that endorse it.

This has made companies try to minimize their costs due to the intense competition in the market, and at the same time improve the service they offer to the public.

Geographic situation

Since our product can achieve a high level of segmentation, in relation to the geographical area in which we carry out our activity, it does not have the same acceptance or the same purpose in some areas as in others.

With this we want to differentiate between soft water and hard water areas. As for the first ones that are located in the coastal areas of the Paraná River, including in them the entire coastal area.

In relation to the other types of water, known as hard, which are located throughout the interior of the provinces and the south of the country, they report calcifying and very harmful water, hence the main interest of our company is to overturn the actions in this last zone.

We must not forget the importance of the maritime zone, both in the resorts of Mar del Plata, Villa Gesel, Pinamar, etc., which due to the composition of its waters, which we will also classify in the set of hard waters, these are also an important market for our product.

Social aspects:

Taking into account that our company can be located in the environment of SMEs, and that we could say that it is a recently created company, since its life span so far is less than 10 years, and without forgetting that it is of a very new product on the market, we believe that there is no union pressure of any kind, since the sector is not made up of a large number of workers.

That is why hiring the professionals necessary to carry out the tasks that the company requires will be easy, since they are mostly industrial chemical engineers and industrial engineers with degrees, plus the entire management team that agrees with the partners and organizers of the company.

On the contrary, it will be necessary to train these professionals in the chemical sector, since their knowledge will have to be adapted to the technology that the product requires.

As we have said before, it is a very recent product and technology, which supports many of its sales arguments in its changes in values, which current society has been supporting for the last years. We refer to that awareness that today, leads us to be much more consistent in the use and use of an increasingly scarce resource such as water.

Economic scope:

The birth of Aqua Pura SRL., Coincided with a good period of economic conjuncture, but in its first years it was forced to endure the turning point in which the economy stopped being so favorable and began to plunge into a serious crisis. It is for this reason that the foundations of our company must require several years higher than estimated, to reach its settlement in the market.

MARKET:

Taking into account that the company, as we will see in the competition section, is in a fictitious monopoly situation, the data obtained from the company itself cannot be compared with that of the global market. For this reason, to calculate the market trend we have based on the increase in sales from 96 to 97, of our own company, obtaining the data that the market will supposedly increase by 17%.

But knowing that the situation in which we find ourselves and the environment and all the variables that can influence this would translate into approximately 19%.

Using the same method of calculation, Aqua pura SRL is found to be in a situation of notable growth; its market share, according to the data obtained, corresponding to the 97th financial year, stands at 12.6%, which is translates into a total of 1,354 companies out of a total of 10,666 (see customer profile), which exist in the national territory, always remembering that this study is based on industries forgetting about the domestic sector and all other companies that may be the target of our product, even if they do not use water in their production process.

PERSONAL

CLIENT'S PROFILE:

Aqua pura SRL's clientele is any legal or physical person whose activity is susceptible to the use of water both in daily activities and in business. In this project we will focus our study on the industrial sector.

Within this we understand by physical profile the person who will decide the purchase or acquisition of our product. This figure within the industry is embodied in the person responsible for the maintenance of the facilities, to whom we must explain the advantages that the installation of the Aqua Pura product has for its industrial process. In large industries, these individuals are usually highly knowledgeable of the industrial process, as well as of the new trends and technologies that emerge in the market. This will be the one that prescribes the purchase.

Above the figure of the maintenance manager we find in the company the “decision maker” of the purchase act, who is embodied in the person of the Purchasing Manager, to whom we must deliver a study and budget for its installation, in order to that is accepted.

As a legal entity, we take the company or industry as the final consumer of the product, to which we must provide all the advantages that our product offers to solve the problem to be solved.

But wanting to specify about our portfolio of potential customers, made up of industries from different sectors, we developed below a list with the name of these sectors as well as the number of companies that exist in them:

- Food (various). 2303

- Food (drinks). 958

- Food (meat and ice cream). 818

- Food (dairy). 262

- Food (fishing, preserves). 460

- Rubber, tires. 194

- Cement. 18

- Naval building. 57

- Editorials, printers. 875

- Electric power. 49

- Hospitality, tourism (various). 2. 3. 4

- Hospitality, tourism (hotels). 377

- Pharmaceutical industry. 219

- Non-ferrous metallurgy. 250

- Paper and paperboard. 343

- Oil (various). 541

- Chemistry (various). 541

- Chemistry (perfumery and detergents). 206

- Chemistry (plastics). 533

- Steel metallurgy. 388

* Information source: INDEC (30,000 companies). Buenos Aires, September 1996

COMPETITION:

During the last forty years, all kinds of techniques and products for water treatment have been used in the market through different formulas, some of which have a very similar operation to that of our product and others have a very similar operation to that of our product and others have very different characteristics and technologies from those used by Aqua Pura.

The latter are the ones that we could say that follow a water treatment using chemical inhibitors (cyanides and chlorides) that are still poison for the environment and that when added to the water to perform the function of decalcification and anti-corrosion, being then This water discarded into rivers and seas is harmful and highly polluting.

The competent ministries increasingly prohibit the use of these types of products. On the contrary, we vary the composition of the salts that make up the water by applying magnetic energy, without adding anything to the composition of the same.

There are also other systems different from ours that base their operation on mechanical purification techniques, such as osmosis, reverse osmosis, salt filters and waste collectors. In addition to carrying a very complex installation since they have to be modified and therefore stop the processes, these products require very expensive maintenance.

All this is a difficult problem for our company to solve and therefore trying to fight it is a very expensive task.

Valuing these as indirect competitors, we will now talk about what could be considered direct competition for our company, which includes all those companies with products that use magnetic energy for their operation.

Another disadvantage of these products compared to ours, is that for the application of this system, in addition to the simple rental of the product, it is necessary to carry out a follow-up and study of both the facilities to which the product will be applied, as well as the analytical and the behavior of the waters until reaching a stabilization of their composition.

Due to the above, these companies do not pose a serious problem for our company since the credibility in the market is zero, their sales are occasional and many of them have disappeared or the continuity in the market of our country is unknown.

SWOT ANALYSIS

Given that during the course and execution of the project, each and every one of the strengths and weaknesses of our company has been carefully detailed, we will now describe all of them very promptly and in summary, as well as a brief description of the opportunities and threats stemming from the above may arise. This description will be made by the different areas that the company owns.

- Distribution and Storage Area:

Strengths:

- Product easy to transport and handle.

- Non-perishable product.

Weaknesses:

- Small own distribution network.

- Subcontracting of services.

Opportunities:

- Accessible to any geographic market.

- Possible increase in production to take advantage of opportunities in the price of raw material (long storage periods)

Threats:

- Dependence on second companies for transport.

- Possible saturation of our distribution network.

- Marketing area:

Strengths:

- Product that respects the environment.

- Good image in the market.

Weaknesses:

- Little activity in communication.

- Mistrust and skepticism towards our product.

Opportunities:

- Good sales arguments.

Threats:

- Possible appearance of a competitor with a large investment in communication.

- The consumer does not agree to the product test.

- Product Area:

Strengths:

- It's self-sufficient.

- Immediate installation.

- Thrifty.

- Ecological.

- Simple technology.

- Measurable and proven effects.

- Broad range.

- Accesible price.

Weaknesses:

- Little known product.

- Distrust and skepticism towards the product.

- Ease of plagiarism to the product.

Opportunities:

- Product that takes advantage of social awareness (environment).

- Easy to sell product.

Threats:

- Appearance of new competitors.

STRATEGIC BUSINESS UNIT (UEN)

DISTRIBUTION:

Firstly, it should be noted that Aqua Pura SRL is solely responsible for the distribution, marketing, installation and after-sales service of the equipment.

Once the client has been located and convinced of the purchase of the product, Aqua Pura SRL is responsible for transporting either by its means (in case of light weight), for services subcontracted to transport companies, such as El Imperial or Ñandubay (depending of the urgency and volume of the load). It may also be the case that Tecnipur is in charge of transporting it to the installation site using its own vehicles (it has a small truck and a van).

The average period of time between the supply of the product, its installation and operation (the latter two, due to the characteristics of the product, are established at the same time), is 10 days.

In relation to the storage of the equipment, Tecnipur is responsible for carrying out this function, but Aqua Pura SRL has a small warehouse at its central facilities where equipment is stored for use in an emergency.

The distribution of Aqua Pura products is carried out through exclusive distributors by zones. Currently, in the national territory, the following geographical areas are covered:

- Big Rosary

- Greater Buenos Aires

- Federal capital

- Central and Northwest Zone

- Littoral Zone

Pre-sale service: Aqua Pura SRL, carries out a complete installation project for each client in a personalized way in which a description and evaluation of the different sections that make up the installation appears, as well as the total evaluation of it, all attached with plans, analysis and characteristics of the water in the circuit, ending the project with the conclusions of the technical department that carries it out.

After-sales service: Once the client has accepted the budget and agrees to install the equipment, a maintenance contract is made and monitoring of its installation until its analytical water conditions stabilize and reach the desired quotas. This monitoring is carried out by the technical department of Aqua Pura SRL, in parallel with the client's means.

In addition, and although the functionality of the equipment is unlimited, a 10-year guarantee is offered, within which the company undertakes to check the facilities at a cost to the customer and to replace them at no cost, in the event that neither meets the expected characteristics.

The client is also provided with all kinds of documentation regarding the recommendations for the handling and assembly of the systems, as well as health and safety codes, and information about the guarantees and efficacy controls of Aqua Pura products.

COMMUNICATION:

In the first years to support the launch of our product, we advertised in CableVideo and Multichannel programs with business and elite orientation, radio advertisements were also carried out with Radio Miter and FM Millenium.

In newspapers, with inserts and press releases in (El Clarín, El Diario de Paraná, Page 12, La Gaceta Mercantil, Ambito Financiero, and others), as well as in some market magazines (Mercado, Ingeniería Eléctrica, Química y Industria, Know, The World of the Pool, Irrigation and Drainage, Environmental Market).

Currently our communication is based mainly on visits to clients, supporting us with catalogs, projects and references of other important clients, as well as sporadic mailings and personalized letters.

AUDIT

A failure is detected in the SWOT analysis of the organization, concerning the outsourcing of services, since the legal aspects of the contracts did not include penalties for poorly performed tasks. Therefore, the contractors carried out the installation and distribution work without the quality AND RESPONSIBILITY necessary to ensure the reliability of the system.

Being a little-known product, adequate communication was not carried out to promote it, therefore, the distrust of consumers towards the product was not reversed; provided for in the SWOT analysis of the product launch.