Strategic marketing assignment
1
Business Case
Assignment Case
BCO211 Strategic marketing
2
BWT The Company
Vision:
3
3
The Internationally Leading Water Technology Group
? 4 production facilities
? 500 million turnover
? 2,800 employees
? R&D departments in France,
Germany, Switzerland and
Austria
? Globally leading know-how in
all areas of water treatment
BWT The Company
3
4
4
Leading R&D Competence
5
5
Water filtration at the Point of Entry
Filtration Softening
Limescale Protection AQA total
6
6
Water filtration for trade & industry
Softening Reverse Osmosis PERMAQ
Reverse Osmosis &
Electro-deionisation UV- & Ozone-Disinfection
7
7
Water filtration for Pharma and Biotech Water
BWT Osmotron Pro PW BWT Ultrastil
BWT Multitron BWT Combitron
8
8
References BWT- industrial partners
Beverage
Pharma
http://www.janssen-cilag.de/?product=none
http://www.gene.com/gene/index.jsp
http://www.bbraun.de/cps/rde/xchg/bbraun-de/hs.xsl/index.html
http://www.abbott.com/
http://www.pg.com/de_DE/index.shtml
9
? KitchenInnovation of the year® 2018 for the BWT table water filter in the
categories functionality, innovation, design and ecology
? No. 1 Innovation Award of the State of Upper Austria for the Magnesium
Mg2+-Technology used in professional and consumer table water filters
? Winner of the award Trend Product of the Year 2017 and Golden Award
Best of the Best in the category Houshold & Cleaning for BWT Quick &
Clean limescale protection system
? Plus X Award Best product of the Year 2017
AQA perla for the domestic softener
? No. 1 Innovation Award at Technopharm for the BWT OSMOTRON
product strengths in innovation, quality, efficiency and economic operation
? No. 1 Design Award of the Republic of Austria for the
RONDOMAT duo S large softener series
Award Winning Products
10
Why BWT?
? BWT is technology leader and continually sets new standards in the
area of water filtration through innovations
? BWT offers economical and ecological products and methods in all
areas of water filtration
? BWT invests in state-of-the-art infrastructure with the highest
production standards
? BWT sustainably invests into the brand development and the
communication towards the end consumer
11
11
Market situation and potential
table water filter
12
12
? water is element No.1 for healthy lifestyle
? water consumption is still increasing
Water element No.1
? Per capita consumption of bottled water rapidly increasing:
2020: 189 Litre*
1990: 80 Litre
*source: VDM, 2020
Water is the No.1 beverage in Germany
? 4,5 Mio. households already own a table water filter*
? Further 1,2 Mio. households plan to buy a table water filter in
the next two years**
**source: study Typologie der Wünsche, 2019
13
1313
The market needs competition
Market entrance of BWT:
? BWT brings the B-to-B know-how to the consumer
? Competition is pushing the total category
? BWT is investing massively in the brand and the sell-out
Actual status:
? Until now: brand monopoly by Brita
? A monopoly is only positive for the monopolist,
not for the market
? No innovations and successful breakthrough for years
14
1414
BWT already grows the market
Total Market Development (Germany):
12-month-comparison Sept 18 – Aug 19 vers. Sept 19 Aug 20 (Source GfK)
Value Volume
Cartridges + 19% + 20%
Systems + 21 % + 18%
Regarding electronic retailers BWT already has
a market share of 43,9% (Source: GfK 10/2020, El.+I Trade/Indep BuyGr)
15
15
Our target group
16
1616
Megatrends
Most important trends over the past years:
Convenience Wellness
Sustainability
Indulgence
Table water filters perfectly fit consumer trends and will
grow in importance.
17
1717
Target group LOHAS
? important values:
sustainability, responsibility, quality, environment, indulgence
? healthy products have to also provide good taste
? Mostly 2- and/or 3-person households, high income
? Information seekers, active in social media
LOHAS Lifestyle of Health and Sustainability
18
18
Our Innovation:
Patented Magnesium-Technology
19
1919
Our patented innovation
BWT is one step ahead!
Most water filters reduce limescale, heavy metals and taste
inhibiting elements like chlorine.
But also minerals are removed out of the water, the pH-value is
reduced and therefore the water has a sour taste.
NEW: thanks to the BWT magnesium technology the filtered water
is enriched with the valuable mineral magnesium.
Magnesium is a flavour carrier and perfectly enhances the aroma
of coffee and tea. Thanks to the magnesium the pH-value of the
water stays neutral and the water is considered as soft, fresh and
pleasant.
The BWT Gourmet water sets new standards in terms of
taste and performance verified convincingly in tests. Result:
20
20
Our approved innovation:
Convinced experts and consumers
21
21
BWT is convincing experts
Magnesium makes the difference
BWT is No. 1 in the sensoric test from institute Fresenius regarding the
taste of drinking water, tea and coffee.
22
2222
BWT is convincing consumers
Product test and Word-of-mouth-Activity:
? Independent online test platform Konsumgöttinnen
? 1.000 test persons, only existing Brita-users have tested
? More than 93% of all testers rate the taste of BWT Magnesium water as
excellent or good
? 96% rated tea and coffee, prepared with BWT water as excellent or good
? 91% would recommend BWT to other consumers
23
23
Brand positioning
BWT table water filter
24
24
Strong USP
? The Magnesium-technology allows a positioning towards branded
mineral water. A clear differentiation towards competition!
? Tests are underlining that BWT is perceived as an equivalent to
brands like Evian, Vittel and Volvic in the category of taste.
We have to convince the consumer of the brilliant smooth taste
of BWT, followed by the rational argument of cost advantage.
(5 Cent per litre for BWT vs. up to 80 Cent for branded mineral water)
25
25
BWT Gourmet water is making bottled water unnecessary!
Strong USP
26
26
Our assortment
27
27
Premier Filter Collection
Safety EditionGourmet Edition Mg2+Gourmet Edition Silver free
28
28
Gourmet Edition
29
29
NEW as of May 2013: Black Penguin
First Layout
NEW ? 2,7l Black Penguin
? translucent dark grey
? improved UV-protection
? smoked frosted funnel
? lid and grip in black
30
30
Product features
31
31
Product highlights
? with electronic indicator
? with Easy Fill
? total capacity: 2,7 L
? filtered capacity: 1,5 L
? available in white, aubergine, blue, green
? RRP: 24,95
? entry level jug
? electronic or manual indicator
? total capacity: 2,5 L
? filtered capacity: 1,3 L
? RRP: 17,95
32
3232
2,7 Litre Colour Edition
33
33
33
Easy Control
Counts volume and time easy filling without fitting for most common fridges
New timer from may 2013 taking off the lid
Easy Fill Easy Fit
Product highlights
34
34
Applied Sciences
Architecture and Design
Biology
Business & Finance
Chemistry
Computer Science
Geography
Geology
Education
Engineering
English
Environmental science
Spanish
Government
History
Human Resource Management
Information Systems
Law
Literature
Mathematics
Nursing
Physics
Political Science
Psychology
Reading
Science
Social Science
Home
Homework Answers
Blog
Archive
Tags
Reviews
Contact
google+twitterfacebook
Copyright © 2021 SweetStudy.comSWEETSTUDY.COM YOUR HOMEWORK ANSWERS
chat0
Home.Literature.
Help.
Log in / Sign up
Strategic marketing assignment
profile
Kareem10
BusinessCaseBWTBCO211Dec202.pdf
Home>Business & Finance homework help>Marketing homework help>Strategic marketing assignment
1
Business Case
Assignment Case
BCO211 Strategic marketing
2
BWT The Company
Vision:
3
3
The Internationally Leading Water Technology Group
? 4 production facilities
? 500 million turnover
? 2,800 employees
? R&D departments in France,
Germany, Switzerland and
Austria
? Globally leading know-how in
all areas of water treatment
BWT The Company
3
4
4
Leading R&D Competence
5
5
Water filtration at the Point of Entry
Filtration Softening
Limescale Protection AQA total
6
6
Water filtration for trade & industry
Softening Reverse Osmosis PERMAQ
Reverse Osmosis &
Electro-deionisation UV- & Ozone-Disinfection
7
7
Water filtration for Pharma and Biotech Water
BWT Osmotron Pro PW BWT Ultrastil
BWT Multitron BWT Combitron
8
8
References BWT- industrial partners
Beverage
Pharma
http://www.janssen-cilag.de/?product=none
http://www.gene.com/gene/index.jsp
http://www.bbraun.de/cps/rde/xchg/bbraun-de/hs.xsl/index.html
http://www.abbott.com/
http://www.pg.com/de_DE/index.shtml
9
? KitchenInnovation of the year® 2018 for the BWT table water filter in the
categories functionality, innovation, design and ecology
? No. 1 Innovation Award of the State of Upper Austria for the Magnesium
Mg2+-Technology used in professional and consumer table water filters
? Winner of the award Trend Product of the Year 2017 and Golden Award
Best of the Best in the category Houshold & Cleaning for BWT Quick &
Clean limescale protection system
? Plus X Award Best product of the Year 2017
AQA perla for the domestic softener
? No. 1 Innovation Award at Technopharm for the BWT OSMOTRON
product strengths in innovation, quality, efficiency and economic operation
? No. 1 Design Award of the Republic of Austria for the
RONDOMAT duo S large softener series
Award Winning Products
10
Why BWT?
? BWT is technology leader and continually sets new standards in the
area of water filtration through innovations
? BWT offers economical and ecological products and methods in all
areas of water filtration
? BWT invests in state-of-the-art infrastructure with the highest
production standards
? BWT sustainably invests into the brand development and the
communication towards the end consumer
11
11
Market situation and potential
table water filter
12
12
? water is element No.1 for healthy lifestyle
? water consumption is still increasing
Water element No.1
? Per capita consumption of bottled water rapidly increasing:
2020: 189 Litre*
1990: 80 Litre
*source: VDM, 2020
Water is the No.1 beverage in Germany
? 4,5 Mio. households already own a table water filter*
? Further 1,2 Mio. households plan to buy a table water filter in
the next two years**
**source: study Typologie der Wünsche, 2019
13
1313
The market needs competition
Market entrance of BWT:
? BWT brings the B-to-B know-how to the consumer
? Competition is pushing the total category
? BWT is investing massively in the brand and the sell-out
Actual status:
? Until now: brand monopoly by Brita
? A monopoly is only positive for the monopolist,
not for the market
? No innovations and successful breakthrough for years
14
1414
BWT already grows the market
Total Market Development (Germany):
12-month-comparison Sept 18 – Aug 19 vers. Sept 19 Aug 20 (Source GfK)
Value Volume
Cartridges + 19% + 20%
Systems + 21 % + 18%
Regarding electronic retailers BWT already has
a market share of 43,9% (Source: GfK 10/2020, El.+I Trade/Indep BuyGr)
15
15
Our target group
16
1616
Megatrends
Most important trends over the past years:
Convenience Wellness
Sustainability
Indulgence
Table water filters perfectly fit consumer trends and will
grow in importance.
17
1717
Target group LOHAS
? important values:
sustainability, responsibility, quality, environment, indulgence
? healthy products have to also provide good taste
? Mostly 2- and/or 3-person households, high income
? Information seekers, active in social media
LOHAS Lifestyle of Health and Sustainability
18
18
Our Innovation:
Patented Magnesium-Technology
19
1919
Our patented innovation
BWT is one step ahead!
Most water filters reduce limescale, heavy metals and taste
inhibiting elements like chlorine.
But also minerals are removed out of the water, the pH-value is
reduced and therefore the water has a sour taste.
NEW: thanks to the BWT magnesium technology the filtered water
is enriched with the valuable mineral magnesium.
Magnesium is a flavour carrier and perfectly enhances the aroma
of coffee and tea. Thanks to the magnesium the pH-value of the
water stays neutral and the water is considered as soft, fresh and
pleasant.
The BWT Gourmet water sets new standards in terms of
taste and performance verified convincingly in tests. Result:
20
20
Our approved innovation:
Convinced experts and consumers
21
21
BWT is convincing experts
Magnesium makes the difference
BWT is No. 1 in the sensoric test from institute Fresenius regarding the
taste of drinking water, tea and coffee.
22
2222
BWT is convincing consumers
Product test and Word-of-mouth-Activity:
? Independent online test platform Konsumgöttinnen
? 1.000 test persons, only existing Brita-users have tested
? More than 93% of all testers rate the taste of BWT Magnesium water as
excellent or good
? 96% rated tea and coffee, prepared with BWT water as excellent or good
? 91% would recommend BWT to other consumers
23
23
Brand positioning
BWT table water filter
24
24
Strong USP
? The Magnesium-technology allows a positioning towards branded
mineral water. A clear differentiation towards competition!
? Tests are underlining that BWT is perceived as an equivalent to
brands like Evian, Vittel and Volvic in the category of taste.
We have to convince the consumer of the brilliant smooth taste
of BWT, followed by the rational argument of cost advantage.
(5 Cent per litre for BWT vs. up to 80 Cent for branded mineral water)
25
25
BWT Gourmet water is making bottled water unnecessary!
Strong USP
26
26
Our assortment
27
27
Premier Filter Collection
Safety EditionGourmet Edition Mg2+Gourmet Edition Silver free
28
28
Gourmet Edition
29
29
NEW as of May 2013: Black Penguin
First Layout
NEW ? 2,7l Black Penguin
? translucent dark grey
? improved UV-protection
? smoked frosted funnel
? lid and grip in black
30
30
Product features
31
31
Product highlights
? with electronic indicator
? with Easy Fill
? total capacity: 2,7 L
? filtered capacity: 1,5 L
? available in white, aubergine, blue, green
? RRP: 24,95
? entry level jug
? electronic or manual indicator
? total capacity: 2,5 L
? filtered capacity: 1,3 L
? RRP: 17,95
32
3232
2,7 Litre Colour Edition
33
33
33
Easy Control
Counts volume and time easy filling without fitting for most common fridges
New timer from may 2013 taking off the lid
Easy Fill Easy Fit
Product highlights
34
34
Applied Sciences
Architecture and Design
Biology
Business & Finance
Chemistry
Computer Science
Geography
Geology
Education
Engineering
English
Environmental science
Spanish
Government
History
Human Resource Management
Information Systems
Law
Literature
Mathematics
Nursing
Physics
Political Science
Psychology
Reading
Science
Social Science
Home
Homework Answers
Blog
Archive
Tags
Reviews
Contact
google+twitterfacebook
Copyright © 2021 SweetStudy.com
