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Essay On Aqualife

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A market analysis (conduct initial market research with analysis)
South Africa has an estimated population of 51 million of which 40% live in the rural areas. The people in the rural areas are heavily dependant on groundwater for example local wells and pumps. (Terrascope).There are a large number of communities in the rural areas that are still drinking unpurified water from the rivers and streams. This water poses as a health challenge because there are water borne diseases. Moreover the same water is being drunk by livestock and communities depend on this water for other activities such as washing their laundry.
According to Statistics South Africa 2011, 8, 8% of the population in South Africa have no access to piped water (Statistics …show more content…

Aqualife commenced their product development with a market research to determine the needs of their customers in the rural areas. This was done through a survey which was conducted in the four rural areas. The survey targeted the different households. Further engagements with Coca Cola were also undertaken to determine their position in the market.
Introduction stage.
Aqualife in partnership with Coca Cola will be launching a filtration system in the market. This therefore means that awareness of the product needs to be undertaken. At this stage, much attention will be paid into manufacturing, research and development. Coca Cola will create the awareness of Aqualife and its benefits. A careful competitor analysis has been conducted which indicates that there a few competitors in the filter making industry.
The marketing mix.
Product
The product is a filtration system which has a filter body, nozzle, inlet ports and bottle cap. The product will fit into a 2l Coca Bottle and can be used more than once. The filter has an activated carbon and a nano - filtration membrane. The product will be suitably designed for the rural communities to enable them to access clean water. The product will take into account the needs indicated by community members on the survey. The product will be available in different sizes to accommodate the needs of communities. There will be patents and trademarks to protect the ownership of the product. Systems will be in place to monitor feedback on the

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