The Water Factory
This sample marketing plan was created with Marketing Plan Pro software.
The Water Factory is entering its first year of operation. Developing a strategic marketing plan is necessary for the business to generate sufficient recurring revenue. The company offers high-quality home filtration systems. These systems provide the healthy, pleasant taste of filtered water for pennies on the dollar relative to bottled water. It also provides customers the convenience to fill up whenever they choose, in whatever type container they prefer.
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The Water Factory possesses good information about the water filter market and knows a great deal about the common attributes of the preferred customers. This information will be leveraged to better understand who is served, their specific needs, and how The Water Factory can better serve them.
|Other people networked||8%||137||148||160||173||187||8.09%|
The Water Factory is providing high-quality water filtration systems that are far more economical than traditional bottled water. The Water Factory will offer customers the following important benefits.
Network marketing has seen a large amount of growth within the last ten years, due primarily to the success of Amway. Network marketing business models have always been used, however, people tend to associate them with pyramid schemes or other less reputable ventures. Amway has legitimized the industry with a popular, convenient way to shop, and a legitimate, often profitable business opportunity.
With the success of Amway, and to a lesser degree Shaklee, and Herblife, there has been a sharp growth in this market space. Fifteen years ago this market was growing at 3% a year. For the last five years this space has grown at 9% and generates over $9 billion in revenue.
Network marketing (NM), also known as multi-level marketing is a growing industry. The large names in the industry are Amway, Shaklee, and Herblife. Other well-known companies that participate in the space are AT&T, Proctor & Gamble, and Coca Cola.
Several years ago NM was getting a bad rap because of its association with pyramid schemes. Pyramid schemes also use multi-levels in its business, however they did not have a viable product or service. They just had levels of people paying money to become a part of the pyramid with the promise that people would be paying them to become a lower part of the pyramid.
In the NM market, personal care products and household products dominate. However, there are also other services and products that are sold including travel arrangements, insurance services, pet care supplies, phone service, etc.
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing The Water Factory.
There are several different sources of competition:
Over the last five years the market for filtered water, typically in the form of bottled water, has exploded. Demand for filtered water has steadily grown and home water filtration units offer huge price advantages relative to bottled water alternatives.
The Water Factory sells Water Genie brand home water filtration system exclusively. Home water filters are used to improve the taste quality of the water, as well as to remove harmful impurities in the water. The Water Factory will sell three different models:
The keys to success are:
The Water Factory is beginning its first year of operation. The critical issue that it faces is to generate enough multi-level business so revenues are earned even when Aych is not out actively searching to make sales. With insufficient multi-level business, Aych will struggle to earn enough money.
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