Identifying the Market segment:
SPRITZER is looking for new markets and would like to extend their global market share in Asia and they think China is a good opportunity for them to increase and expand their market due to the fact that China is the world’s third largest consumer of bottled water. Demographics: the demographic segment can cover different types of sub demographic segmentations such as: age, gender, occupation, education, religion, nationality and lifestyle. Age: could apply for all the ages since 1 year old to 99 years old or more. Gender: Female and Male
Education: People who is studying in whichever educational level. Religion: All religions
Lifestyle: The goal market is for the people who are in the capability to buy the product and earn at least the minimum salary. Geographic: the neighborhoods that have capability to consume the product out of the total area of China have listed as 9,572,900 km2.
Culture and Consumer Research
The government’s policy on the economy is favorable for business conditions; China is open to foreign markets and investors and also gives and offer good opportunities as long as the investors treat well the workers. Chinese government considers Australia as good country with a stable economy and also thinks the Australians are organized, clean and open mind to work with other cultures. Family structures and decision makers in Chinese families
For instance the father is still the maintainer, provider and protector of the family. He may still have a final say in the important matters concerning his children but no longer does the man of the house enjoy absolute control over his family members. The children of today’s Chinese family are more or less free to choose the career they want to pursue but are required to consult their elders for advice. The father of the house is also responsible for housing and educating his children up until the time of their marriage. Once married the children move into their own homes. Traditionally married couples would also stay with the parents of the groom for a short while before moving out into their own homes.
A unique phenomenon of the Chinese family is the one child policy that has been enforced by law in the country. This policy was introduced as a means of controlling the rapidly growing population and to control the draining of the country’s natural resources. In the rural areas the families are given some exceptions especially if their first born is not a boy. The one child policy geared towards controlling the population outburst has had widespread effects on the marital relations between couples along with the status and prospects for women in society.
Values and beliefs
Confucianism is part of the ancient tradition upon which Chinese culture is derived. There are four basic virtues considered the cornerstones of this philosophy and they focus on loyalty; respect for parents and elders; benevolence, and righteousness. Features of the product or services
SPRITZER offers customized bottled water, a new concept in China. This feature gives a new direction in the bottled water industry, the others characteristics are safety packaging, different sizes and different flavors. Customized Bottled Water
SPRITZER uses their state of the art equipment to insure the purest water possible through a stringent five stage process. The weatherproof labels are printed using the flexographic printing method and are made with inks that can be orders with up to 7 spots colors or a 4 color process; SPRITZER will use client’s art to create a unique design for their water. Packaging and Size
SPRITZER has one of the best packaging systems available in the market and also has different shapes depending on the size of the bottle, for its different users like kids and Adults trying to send a message or an idea that the water they produce is “natural”.
SPRITZER offers different flavored drinks water considering the different age
of groups of the end user. They have 6 different bottled water flavors such as:
SPRITZER Natural Drinking Water
SPRITZER Love Mineral Water
Marketing strategies by the Four PS in marketing
Products are the goods and services that your business provides for sale to your target market. When developing a product you should consider quality, design, features, packaging, customer service and any subsequent after-sales service.
Place is in regards to distribution, location and methods of getting the product to the customer. This includes the location of your business, shop front, distributors, logistics and the potential use of the internet to sell products directly to consumers.
Price concerns the amount of money that customers must pay in order to purchase your products. There are a number of considerations in relation to price including price setting, discounting, credit and cash purchases as well as credit collection.
Promotion refers to the act of communicating the benefits and value of your
product to consumers. It then involves persuading general consumers to become customers of your business using methods such as advertising, direct marketing, personal selling and sales promotion
As I already talked about it we have to be very respectful with the different religions and philosophies that China has and try to make an effort to include all of them in our strategies, so in this way SPRTITZER it’s going to have the possibility to approach more people and have more potential customers, because people feel more empathy with the products who are specially designed for them and they adopt the brand more easily. SPRITZER needs to be really clear with the Chinese government of where, when and how it is going to start to operate in China they can appeal to the WTO (WORLD TRADE ORGANIZATION) and ask and settle all the legal agreements. Who is this organization? There are a number of ways of looking at the World Trade Organization. It is an organization for trade opening. It is a forum for governments to negotiate trade agreements. It is a place for them to settle trade disputes. It operates a system of trade rules. Essentially, the WTO is a place where member governments try to sort out the trade problems they face with each other. Trade relations often involve conflicting interests. Agreements, including those painstakingly negotiated in the WTO system, often need interpreting. The most harmonious way to settle these differences is through some neutral procedure based on an agreed legal foundation. That is the purpose behind the dispute settlement process written into the WTO agreements.
SPRITZER also needs to watch their budget but as my opinion I think they don’t have to hesitate spending the money because they have all the opportunities in their favor, they are well recognized by the international markets and by all the legal organizations, as long as they follow the different strategies point by point they can be one of the bottled water leaders in China.