Master of Business Administration

Student Details ( Student should fill the content)

Name Kasun Indika Hinguruduwa
Student ID (UWIC ID and ICBT Cardiff Met ID : ICBT ID :
ID) 20146210 CL/CARDIFFMB/16/158
Scheduled unit details
Unit code MBA 7003
Unit title Marketing Assignment 02
Assignment Details
Nature of the Assessment REPORT
Topic of the Case Study GIVEN
Learning Outcomes covered YES
Word count 4,040
Due date / Time 02.09.2018 / 4.00PM
Extension granted? (For Yes No
Office use only)
Declaration
I certify that:
 This assignment is my own work, based on my personal study and/or research.
 I have acknowledged all material and sources used in the preparation of this
assignment.
 Neither the assignment, nor substantial parts of it, has been previously submitted for
assessment in this or any other institution.
 I have not copied in part, or in whole, or otherwise plagiarized the work of other
students.
 (If this work is submitted as the work of one person) I have not engaged in collusion
in the completion of this piece of work
 I have read and I understand the criteria used for assessment.
 The use of any material in this assignment does not infringe the intellectual
property/copyright of a third party.
 I understand that this assignment may undergo electronic detection for plagiarism,
and a copy of the assignment may be retained on the database and used to make
comparisons with other assignments in future.
Signature Kasun Hinguruduwa Date 31.08..2018

Result (Assessor use only)

Marks by 1st Name & Signature of Agreed Mark
Assessor the 1st Assessor

Marks by IV: Name & Signature of

the IV

1
International College of Business and Technology
 Master of Business Administration

Assignment Type & Title:

For student use: Critical feedback on the individual progression towards achieving the
assignment outcomes
I have referred many materials pertaining to the assignment and taken sound
knowledge. Further I have suggested the marketing plan by the techniques which
were taught during the semester.

For 1st Assessor use: Assessment feedback

Strengths

Area for improvements

Name & Signature of the Date

Assessor : :

Comments by the IV

Date
Name & Signature of the IV:
:

2
International College of Business and Technology
 Master of Business Administration

3
International College of Business and Technology
 Master of Business Administration

Contents
List of Figures ......................................................................................................................... 5
List of Tables .......................................................................................................................... 5
1. Executive Summary ......................................................................................................... 6
2. Company Background ..................................................................................................... 7
3. The product types and Present Market Portion............................................................ 7
3.1 Present Market Portion (Volume & Value) ........................................................... 9
4. Key Issues Related To Aqua Fresh Water Brand ....................................................... 10
5. Environmental Analysis ................................................................................................ 10
5.1 SWOT Analysis ...................................................................................................... 10
5.2 PESTEL Analysis ................................................................................................... 12
6. Competitor Analysis ...................................................................................................... 13
6.1 Porters Five Force Model ...................................................................................... 13
7. Marketing Objective ...................................................................................................... 14
8. Marketing Strategy Development................................................................................. 15
8.1 Segmentation .......................................................................................................... 15
8.2 Targeting................................................................................................................. 16
8.3 GE Matrix ............................................................................................................... 16
8.4 Positioning .............................................................................................................. 17
8.5 Proposed Marketing Strategy ............................................................................... 18
8.6 Ansoff growth strategy .......................................................................................... 19
8.7 Marketing Mix Strategy ........................................................................................ 20
9. Marketing Budget & Time line implementation for Aqua fresh ............................... 23
9.1 Action Plan for the Next Two Years..................................................................... 23
9.2 Marketing Budget for Aqua fresh for the next two years .................................. 24
9.3 Financial Statements forecast ............................................................................... 25
10. Identification of KPIs and proposed plan for performance management ............ 25
10.1 Instruments to Monitoring KPI's ........................................................................ 26
11. Conclusion .................................................................................................................. 27
12. Referencing ................................................................................................................. 28

4
International College of Business and Technology
 Master of Business Administration

List of Figures
Figure 1 - The product and product types .................................................................................. 8
Figure 2 - Present Market Portion -2018 1st Quarter................................................................. 9
Figure 4 - GE Matrix................................................................................................................ 16
Figure 5 positioning of brand ................................................................................................... 18
Figure 6 - Ansof’s growth strategy .......................................................................................... 19

List of Tables
Table 1 - Present Market Portion -2018 1st Quarter .................................................................. 9
Table 2- Key Issues Relating to Aqua fresh Water .................................................................. 10
Table 3 - Marketing Objective ................................................................................................. 14
Table 4 - Market Segmentation................................................................................................ 16
Table 5: Marketing Budget for Aqua fresh for the next two years .......................................... 24
Table 6 : Financial Statements forecast ................................................................................... 25
Table 7 : Identification of KPIs and proposed plan for performance management ................ 25
Table 8 : Instruments to Monitoring KPI's .............................................................................. 26

5
International College of Business and Technology
 Master of Business Administration

1. Executive Summary

The bottled water sector in Sri Lanka has become a speedily moving business. In Sri Lanka,
Aqua Fresh water is one of the leading branded bottled water available. This is a product of
Access natural water private Limited which operates under Access group of companies.

The persistence of this study is to develop a marketing plan to accomplish the goals of the
organization. Marketing competitiveness has been identified through marketing analysis,
market size and development, consumer behavior and competitiveness, pricing and
profitability to achieve the current state of the brand. Various tools used to find the market
position of micro and macro environments. Analyzes of the PESTEL environment have
recognized fluctuations in the macroeconomic environment and SWOT analyzes have
recognized fluctuations in the micro-environment.

The reason for this study was to build up a marketing plan to accomplish the organization's
objectives. In view of the aggressiveness of the brand, a market examination was directed.
Market estimate, showcase improvement, customer conduct and focused examination, costs
and advantages, comprehend the present condition of the brand. The macroeconomic
condition is controlled by PESTEL analysis and ecological small scale change, which are
dictated by SWOT analysis.

A strategic marketing plan has been developed for the next two years in line with the
company’s company established goals. The most suitable target market is selected by
developing a new marketing segment. The appropriate way of positioning the product has
been and a target market was selected accordingly. In line to the to the plan Aqua fresh will
focus on the differentiation strategy. This idea behind this is to introduce new markets while
infiltrating the current market. The most advanced cleaning process (advanced Japanese
technology) has taken the unique sales proposal to provide customers with clean water.

The marketing objective is set in view of revenue growth, gross margin increase, net profit
growth, and strengthened market share, enhancing the corporate client base width and
number of appropriation outlets. Under the promoting system, marketing mix is clarified and
can be utilized to accomplish an action plan, target showcasing spending plan for the
following two years. At long last, a KPI was proposed to accomplish showcase targets and
screen execution administration management plans

6
International College of Business and Technology
 Master of Business Administration

2. Company Background
Access natural water (PVT) LTD was launched in the year 2000 when the access group
recognizes a requirement of pure bottles drinking water of good quality. The company makes
a range of bottled water from the brand name “Aqua fresh”. Aqua fresh water is sourced from
the unspoiled source which is in the fine springs somewhere down in the mountains of
Labugamkanda, a zone situated in one of Sri Lanka's geographically inimitable rain forests
with least human surroundings.

In June 2001, a special purification system, imitating the natural filtering process in water at
source and in natural purity was designed by Professor Hiran Cooray of University of
Peradeniya. This process ensures a complete assignment of automated bottling, pruning,
contraction and packaging to foreign standard. This also ensures the domestic quality
assurance and random pollution control which ensure that Sri Lanka produces safe and safe
bottled drinking water.

3. The product types and Present Market Portion

The Aqua fresh bottled water is cleaned using state-of –art Japanese refining methods to
provide clean water supply. Cleaning start with expansion to nullify biocide in the water. At
that point evacuate sand/initiated carbon channel, expel compost, overabundance chlorine and
expel some other scent in water. In the next step micro filters, small particles are been
removed. Then water move away for organic matter with high intensity. In order to remove
soluble solids in the water, it enters in to a metallic contravene omega membrane. Then one
micron passes through a filter with water to get to the most complete clean water in the
automated process of the autonomy.

7
International College of Business and Technology
 Master of Business Administration

3.1. Product types

200 ml

350 ml

500 ml
PET bottled range
Aquafresh

750 ml
Products

5 gallon PC bottle
1000 ML

1500 ML

500 ml
Alka fresh alkaline
water
5L

Figure 1 - the product and product types

8
International College of Business and Technology
 Master of Business Administration

3.1 Present Market Portion (Volume & Value)

Market share
American Premium Aqua Fresh Aquafina Speed Others

22%

5%

6% 55%

12%

Figure 2 - Present Market Portion -2018 1st Quarter

Trademark Production (20L) Market

Portion %

American Premium 437,525 55%

Aqua Fresh 95,460 12%

Aquafina 47,730 6%

Speed 39,775 5%

Others 175,010 22%

Total 795,500 100%

Table 1 - Present Market Portion -2018 1st Quarter

9
International College of Business and Technology
 Master of Business Administration

4. Key Issues Related To Aqua Fresh Water Brand

Lack of buyer Aqua fresh water brand isn’t the mainstream brand name
mindfulness for buyers as its principle rival. This did not come mostly
to promoting and specialized strategies, and the greater
part did not know about the brand

Availability Aqua fresh water supply is insufficient and lessens the

perceivability of the trademark.
Poor STP The use of STPs was far less and the target market could
not be reached
Table 2- Key Issues Relating to Aqua fresh Water

5. Environmental Analysis

5.1 SWOT Analysis

 Strengths

 Wide supply network around the country

 The product is available at most of the super markets and hotels.
 Brand name and good will
 Superior uses quality Japanese purification technology.
 Access natural water Company has a strong brand value in conjunction with the parent
company of Access group.
 Attractive and safe packaging system.
 Less state tax compared to other beverages.
 There is a large customer base throughout the island as everyone needs water.
 Cost of production is lower compared to other drinks.

10
International College of Business and Technology
 Master of Business Administration

 Weakness

 Lack of product types and ranges when compare to the principle competitors. (Difficult to
differentiate product)
 No limited time exercises urged identified with item.
 Bottled water isn't affordable to the greater part of the family units in Sri Lanka.
 Consumers are not worried about brand name.

 Opportunities

 The trend in a more healthy life style in the public can be used to promote the bottled
water
 Due to some concerns namely polluted water due to various reasons like mixing industrial
waste and oil, purified water may not be safe enough to consumption
 Some parts of Sri Lanka is hit from kidney disease due to polluted water consumption
 There is a tendency in most of the organizations providing filtered water to their staff
 Most of the town built houses and apartments doesn’t have space for own wells so public
use the water provided by national water supply. Drinking water is used after boiling
 Change in the life style
 Packaging and differentiated in customized variants

 Threats

 Since bottled water industry is an emerging market and has close to 100 suppliers, the
industry is highly competitive
 The market forerunner holds a significant portion and has conquered the market over a
long period of time. In addition to that, he captures big business in Sri Lanka.
 Government guidelines on quality of water and relevant certifications
 Government intervention on water purification projects due to groundwater contamination
 Major players in the market pay huge amounts of money in advertising promotional
activities
 Since people do not have a brand preference sales usually depend on the retailer
 The inexpensive products appear on the market with the present market situation

11
International College of Business and Technology
 Master of Business Administration

5.2 PESTEL Analysis

 Political
 New government has introduced projects to reduce water pollution in affected areas
 Contracts made with foreign countries in water purification technology to introduce in the
country

 Economical
 Due to high competitive level in the industry even a small change in the price would affect
the sales
 Changes in the rate of inflation will affect the water industry
 Regular change in the fuel price will affect the transportation expenses
 Particularly the labor cost of the fluctuating distribution network.
 Social Culture
 Healthy lifestyle.
 The spread of kidney disease due to water pollution.
 Tendency in living in apartments and town built houses make the need of drinking water
due to unavailability of wells.

 Technological
 Increasing bias for biodegradation technological progress of the water treatment process
 Innovative and cutting-edge technologies that foreign companies use based on their
products.
 Environmental
 Eco friendly products.
 Changes in weather and climate.
 Threat of water pollution.
 Legal
 Pressure from government regulations like ISO and HACCP certificates.
 Non-maintenance and the relevant legal quality impact on PH levels

12
International College of Business and Technology
 Master of Business Administration

6. Competitor Analysis

6.1 Porters Five Force Model

Structures have to be situated to examine the entire level of the bottled water business and in
addition the improvement of business system. As we probably are aware the accompanying
model has been presented by Porter or the analysis of competitors. Below is a description of
how Porter’s five forces model can be created to bottled water business.

 Bargaining Power of Suppliers – High

 The limited bargaining powers of bottle manufacturers are obtained through few
suppliers in the market.
 The cost of transportation will rise.

 Bargaining Power of Buyers – High

 Buyers have different options in the market.

 Since the cost of filtered water is low, the consumer’s bargaining power is high due to
low convention rate.

 Competitive rivalry– High

 As per health ministry in Sri Lanka, there are around 100 supplies in the market, and
the pioneer of the opposition has been built up in the market for two decades.
 The high market development rate, solid way of life, contamination of ground water,
and the spread of ceaseless kidney illness in the North Central Province are relied
upon to be high for a further three to four years.
 There will be profits by conveyance by vast providers because of the extension of the
island.

 Threat of substitution – High

 The Pure-it water filtering method which is going to be a great threat which is already
introduced to the house hold market.
13
International College of Business and Technology
 Master of Business Administration

 The cost of shifting is low because the water discharge unit and the clean unit are not
remarkably priced.

 Threat of New Entrants –High

 Average capital ventures

 Lower cost of generation and cost recuperation financial unit deals
 The Ministry of Health will endorse the wellbeing directions for existing providers
for the nature of creation. The presentation of new principles likewise incorporates
another section.
 The mark list affects the new approach and purchasers can consider the brand's image.

7. Marketing Objective

A common practice for using widely used SMART mnemonic is to identify specific
marketing objectives to support the organization objectives. SMART is used to evaluate the
fitness for the purpose of running different strategies or for the full range of business
processes. For the next two years, following are marketing objectives going to implement by
Aqua Fresh for the next two years.

Marketing Objective 2019 2020

Income growth 20% 25%
Gross profit growth 18% 19%
Net profit growth 16% 17%
Market portion 15% 20%
Increase the corporate customer base 30% 40%
Increase no of sales outlets 10% 20%
brand awareness 30% 40%
Table 3 - Marketing Objective

14
International College of Business and Technology
 Master of Business Administration

8. Marketing Strategy Development

To deliver the proper marketing programs to the target market opportunities by using set of
guidelines and police can define as marketing strategy.

As per the market analysis, an Aqua fresh water supplier has to move forward towards new
markets that have demonstrated the ability to expand and develop existing markets. To
accurately classify the areas that is suitable for products in the market, specifically to expand
the existing market. As further outlined, the targeting, targeting and positioning of strategic
planning.

8.1 Segmentation

Based on the internal and external analyzes performed, we must consider segmentation,
targeting and positioning in order to develop appropriate strategies to achieve the objectives.
Segmentation is determined by the interests of market leaders, current services, and industry
market opportunities. Currently, Aqua Fresh Water offers products to people of all ages on
lower, middle and upper floors. According to the developed market plan, the type of business,
the type of customer (business or housing), the type of industry, the geographical area, the
level of income, the scale of the industry (large / medium / small scale), water consumption.

Geographical Demographical Behavioral

Focus area Income Price Water usage
level/Scale sensitivity level based on
staff or
consumer
base
Corporate entities LS M H
SEG 1
based in urban areas
Hotels based in rural LS M H
SEG 2
areas
Private Hospitals in LS M H
SEG 3
urban areas.
SEG 4 Banks in urban areas LS M H
Factories based in LS M H
SEG 5
urban areas
Factories based in rural MS M M
SEG 6
areas
15
International College of Business and Technology
 Master of Business Administration

Rresidencies in main HS M H
SEG 7
cities
Residence in Rural MS H M
SEG 8
areas
Table 4 - Market Segmentation
HS- High Scale
LS- Large Scale
MS- Medium Scale
H- High
M- Medium

8.2 Targeting

A gathering of customers with comparative needs or characteristics is known as a target

market. In segmenting, organizations can rank potential clients who can serve their brand. All
the more vitally, division isn't alluring for accomplishing objectives. Organizations need to
perceive the most appealing business sector portions with a specific end goal to target items
over all conceivable market segments. In light of these objective market sections,
organizations must pick their marketing action plans and mix strategies. With the help of the
GE matrix, the organization can choose which target portion it should focus among the
aggregate division. Two modules in the GE framework must be pondered. These two
modules are strengths of the business unit and the attractiveness of the market.

8.3 GE Matrix

Strengths of the Organization

Attraction of the Market

High Medium Low

High SEG1,SEG2,SEG3 SEG7

Medium SEG8 SEG4,SEG5

Low SEG6

Figure 3 - GE Matrix

16
International College of Business and Technology
 Master of Business Administration

Target showcase fragment has chosen in view of the section attraction and specialty unit
quality. Appropriately in the main year of the promoting plan it is prescribed to center around
the Large Scale Co-work workplaces situated in urban zones division because of the catching
of high utilization organizations. Since there is enormous increment in tourism industry
organization need to target tourism inns situated in urban and country territories. Likewise
organization can target Health mind focuses and Private Hospitals in urban regions.

Market must be captured through the offer of reduced costs with the ensured for water virtue.
In spite of the above expansive scale high utilization division additionally ought to be caught
through offer of reduced costs. In the publicizing effort it is crucial advance strong
considerations in the clients mind, for example, culminate virtue ensured with best
purification innovation. Corporate customer serving has taken for the essential serving
division on account of the degree of the market, low corporate customer width, industry
request and business quality etc.

Likewise it is important to pay attention on the private clients in the rural as well as the main
city zones in point of the salary/income level of the general population. The crucial purpose
behind the choice of districts of the north pivotal region is because of the immaculateness of
the water isn't great in these regions due to water is spoiled because of mechanical waste and
water contains arsenic due utilization of pesticides and bug sprays by the ranchers.

Progression practices proposed to use in second year is outfit the thing with negligible
exertion, visit residencies through, give water controls at complimentary or at decreased rate
and lead CSR practices in the zones of north central and north districts.

8.4 Positioning

As per Dr. Philip Kotler’s positioning of a market definition, the act on the design of the offer
and the image of the company to occupy a distinct place in the spirit of the target market. The
objective of positioning is to put the brand in tthe minds of stakeholders, especially customers
and prospects

 As indicated by the examination given underneath 2 characteristics can be obtained

for positioning of the brand/ awareness and availability

17
International College of Business and Technology
 Master of Business Administration

 Quality of the product (idealize virtue ensured with superior Japanese Purification
innovation)

High Availability

Aqua Fresh

Low Quality High Quality

Aqua Fresh

Low Availability

Figure 4 positioning of brand

Depending on the circumstances, Aqua fresh water is a high quality product, but not very
attentive and not very accessible. According to the above table, the element must be
positioned as a quality element with higher accessibility and improved vigilance throughout
the next two years. The vigilance of the Aqua brand of fresh water is low due to high number
of competitors in the market. Advertising blending procedures can be used as a method of
expressing this positioning way in the consumer.

8.5 Proposed Marketing Strategy

There is a massive growing interest in filtered water industry in Sri Lanka. Regardless, the
availability of the item is low and this creates a delay for the request and furthermore offers
the contenders to send their position. In this way, Aqua Fresh Water will make more market
penetration and will be presented in new markets, as shown by Ansoff's growth strategy. To
anchor new markets and, what's more, increment the watchfulness levels of current markets,
progress and promotion will be completed.

18
International College of Business and Technology
 Master of Business Administration

8.6 Ansoff growth strategy

Figure 5 - Ansof’s growth strategy

 Market Penetration
 The company should focus and engaged more on advertising to create brand
awareness and appropriate division, focusing on reasonable portions.
 Make island wide accessible to all by improving existing channels of ownership while
increasing the amount of new transport channels.
 Complete advertising of the brand via social media, radio and newspaper.
 The company must advance mass deals and price redemptions

 Product Development
 Instead of bottled water production, introduce new bottled production contains natural
mineral water (minerals).
 Attract customers by changing packaging
 Market Development
 Increasing number of outlets.
 Use customized packing and customized labeling
19
International College of Business and Technology
 Master of Business Administration

 Diversification
 Diversification won't be focused as a strategy

8.7 Marketing Mix Strategy

 Product
Aqua fresh water is an exclusive scope of filtered water produced using normal spring
water. As of now this comes in 8 different sizes of plastic bottles and water
dispensers.Amid the principal year, Access natural water (PVT) LTD can present new
mineral water (containing minerals) into the other filtered water extends. At present,
just two organizations supply this sort of mineral water. This will help make a special
and separated an incentive for the rising water brand. In the next year the company
can introduce a new packaging and custom packaging with a custom label for a plastic
bottle of different sizes. This will help target new markets and S2 (hotels located in
urban and rural areas) according to the GE matrix.

 Price

Right now, water costs in Aqua fresh are moderately low contrasted with costs
charged by the principle contenders. To meet buyer desires, Aqua fresh water has kept
up clear and basic estimating approaches. Aside from this, since the target market is a
cost delicate organization, keep the cost of entrance and the objective of this
evaluating strategy is amplifying income, expand benefit over the long haul by
expanding your market share of the overall industry and the combined amount and the
business rebates. It recently increased its rates to a base as a component of its focused
and sensible valuing strategy, as the greater part of its different rivals additionally sold
their products in this price range.

 Place
According to the Ansoff matrix, Aqua fresh is not going to undertake any change in
its current market. Accessibility of this product is expected to grow in this current
market. Aqua fresh products cover close to 10,000 outlets all across the country, The
main explanation for determining the regions of the North Focal Area is that the
20
International College of Business and Technology
 Master of Business Administration

immaculate water is not great in these areas because the groundwater is contaminated
because of compacted waste, modern waste and water containing arsenic and bug
spraying by agriculturalists.

 Promotions
At the point when contrasted and the other brand of filtered water, the Aqua fresh
water brand isn't the most mainstream filtered water brand among buyers. This is for
the most part because of the way that promoting and specialized strategies did not
achieve the customer and that the dominant part did not think about the brand.

 Above the line marketing

Television advertisements
 Using the accessible openings for wellbeing programs gauge particular significant ads
to address both more youthful socioeconomics and medical advantages of target
buyers.
 By selecting a favorite term and logo for displaying popular programs, cricket
matches, tele dramas and so on

Radio advertisements
 Advertise in widely held radio stations. to promote the product

Magazines and paper article

 Advertise in popular magazines and newspapers.

Web advertisement
 Using online networking (Facebook, Instagram, Twitter and snap graph) as special
media
 Create web commercial in mainstream locales

21
International College of Business and Technology
 Master of Business Administration

Bill boards
 Bill boards to make Product mindfulness which will be put at areas in the town
territories

 Below the line marketing

Personal Selling
 Provide water containers for free of charge.
 Promotion focuses for deals agents’ commissions.
 Visit corporate customers and pass on the purposes of enthusiasm of the product

Community relation
 Organize or support sports events, for example, rugby matches marathon and cricket
competitions.
 Sponsorships giveaways for social events

CSR Activities
 CSR Activities to be organized where well water is most polluted

22
International College of Business and Technology
 Master of Business Administration

9. Marketing Budget & Time line implementation for Aqua fresh

9.1 Action Plan for the Next Two Years

2019 2020
Actions Q- 01 Q- 02 Q -03 Q -04 Q- 01 Q- 02 Q -03 Q -04
Product Development
Promotional strategy

Above the line

Television ad
Radio ad
Paper Articles
Billboards
Facebook page
Web flag notice

Bellow the line

Individual offering
Open connection
Force management deals
CSR Activities

23
International College of Business and Technology
 Master of Business Administration

9.2 Marketing Budget for Aqua fresh for the next two years

Actions 2018 2019

Product Development 2,000,000 1,500,000

Promotional strategy 800,000 850,000

Above the line

Television ad 1,200,000 1,500,000
Radio ad 1,000,000 2,000,000

Paper Articles
800,000 1,000,000
Billboards 2,000,000 1,750,000
Facebook page 400,000 500,000

Web flag notice

500,000 500,000

Bellow the line

Individual offering 3,500,000 3,500,000
Open connection 7,500,000 7,500,000
Force management deals 500,000 250,000
CSR Activities 5,000,000 5,000,000

Table 5: Marketing Budget for Aqua fresh for the next two years

24
International College of Business and Technology
 Master of Business Administration

9.3 Financial Statements forecast

2019 2020
Revenue 3,531,246,000 4,812,200,900
Sales cost (1,899,114,200) (2,212,802,630)
Gross profit 1,632,743,270 2,599,398,270
Administration cost (211,350,948) (213,703,938)
Selling and Distribution Cost (111,592,597) (140,340,150)
Finance charges (31,312,875) (32,997,155)
Net operating profit before tax 1,274,846,850 2,212,357,027
Tax (95,298,475) (116,035,945)

Net Profit 1,183,188,375 2,096,321,082

Table 6 : Financial Statements forecast

10.Identification of KPIs and proposed plan for performance

management

KPIs are basic to measure the achievement of the association while accomplishing the
objectives. It will screen the progression of the association's goals and objectives.it can be
influenced month to month quarterly to and can make the medicinal move to the thrashing
from the deviation.

KPI for KPI for KPI for

Revenue KPI for Effectiveness Innovation Branding
New product
Growth of (mineral water)
revenue Customer faithfulness development rate Brand strength
New product
Number of new (mineral water)
Consumers success rate Brand Value

Product availability Brand

consciousness
Table 7 : Identification of KPIs and proposed plan for performance management

25
International College of Business and Technology
 Master of Business Administration

10.1 Instruments to Monitoring KPI's

Instrument Period of Range

observing
for

Observing

Dashboard Once a KPI's and spending on promotion plan

month

Profit Once a Monitoring the total performance

and loss month (Gross profit growth, revenue growth,

net profit growth)

Balance By annuallyFinance aspect (growth of sales, profit and net profit)

Score card Customer – Market portion, corporate consumer base

Operation –Increase in number of outlets and keep a tab

on the achievement of KPIs

Innovation – Advancements for the Innovations for the

manufacturing mineral
water refinement process

Table 8 : Instruments to Monitoring KPI's

26
International College of Business and Technology
 Master of Business Administration

11.Conclusion

The bottled water industry in Sri Lanka is a rapidly changing industry. Aqua Fresh Water is
one of the leading water bottles in Sri Lanka.

The Marketing Plan addresses key issues identified in the marketing audit. This marketing
plan includes micro analytics through PESTLE, and SWOT analysis identifies the strength
and opportunities of the company. STP processes can identify potential locations, target
groups and positioning strategies that the company can reach the customer.

The marketing plan addresses the main issues identified during the marketing audit. This
marketing plan integrates macroeconomic analysis via PESTLE, and SWOT analysis
identifies the strengths and opportunities of the company. Marketing analysis: suggested
business preparation to solve identified problems. Through the STP process, a company can
identify areas in which they can reach the brand, target groups, and positioning strategies.

The marketing mix strategy was designed to meet the business objectives of identifying
inventory identified through standard credit. Then follow the action plan and budget of the
KPI plan.

By implementing the proposed plan for Aqua Fresh Water, the company will be able to
achieve the targeted goals and maximize the profit of the company.

27
International College of Business and Technology
 Master of Business Administration

12.Referencing

Aqua Fresh water | Aqua Fresh water. 2017. Aqua Fresh water | Aqua Fresh water. Available
at: http://aquafresh.lk/.
Bottled spring water supplier in Sri Lanka, Aqua Fresh water. 2017. Bottled spring water
supplier in Sri Lanka, Aqua Fresh water. Available at: http://aquafresh.lk
Kotler P., Keller K. (2006) Marketing Management (12th Ed).
McDonald, M. (2007) Marketing plans: How to prepare them, How to use them, 6th edition.

Porter, Michael, “What is strategy?” Harvard Business Review v74, n6, (Nov-Dec, 1996):61
(18 Pages)

28
International College of Business and Technology