Market Demand Rough Draft

TARGET MARKET DEMAND INDIA Age Group: Male/females aged 15-49 (similar as in Kenya, Factiva, Analogy) Old enough for product comprehension, after proper demonstration, explain benefits to families Try to appeal to a whole family, one life straw can filter 10,000 liters of water over 1.5 years; making only one necessary for a family (Business Source Complete) Rural markets, in farm lands, 60% of labor force; used to combat diarrhea, problem in India?s rural area Only 100,00 LifeStraws have been giving out; 70,000 in Kashmir Earthquake; all non-profit, difficult to address how many can be sold, production $3, sell $5 ANALOGY: compare to soap sales to combat diarrhea NEED TOASK HIM ABOUT THE VIDEO, COMPANY VIETNAM Age Group: Male/females aged 15-49 (see above) Rural, farmlands, water rice patties particularly good market, large portion of agriculture (CIA World Factbook) Cultural Incongruence: nation that boils water before drinking TYPES OF ANALOGY Analogy would not be completely sufficient; when introduced to other markets, (Kenya, Nepal, Sudan, (factiva)) introduced by a not-for-profit and a goal in mind; Kenya- prevent HIV and AIDS; Nepal- diseases carried by mosquitoes; Sudan- Guinea worm disease This will throw off data, be inaccurate Best way to introduce figure out target market would be Expert Opinion and triangulation Analogy can be used at first, to find target market, but be wary when anticipating demand Compare to Life Buoy of Hindustan Lever, selling soap in India TARGET MARKET DEMAND Only about 100,000 LifeStraws® have been handed out in a non-profit manner, 70,000 of these units were to earthquake victims in Kashmir in 2005 (1). This makes it difficult to determine the rate of market diffusion by analogy because the products were not sold. Though analogy should be considered in some aspects, multiple expert opinions then analyzed through triangulation would be the greatest way to determine target market demands for both India and Vietnam. The following information should be taken into consideration: INDIA The market should be males and females aged 15-49 years of age. This follows a similar strategy as a plan to introduce LifeStraw® in Kenya (2). This market segment is able to comprehend the product and communicate these benefits to their families and others. Both urban and rural populations should be targeted, but an emphasis should be made on rural populations, due to water not being potable throughout the country due to pollution problems (3). Due to India?s large population, 150,000 units should be introduced, first to cities due to proper infrastructures in place to sell adequately. Later, it can be introduced to rural populations. VIETNAM A similar age group should be addressed in Vietnam, ages 15-49. Although Vietnam has a considerably lower population compared to India, the rural population can show more potential due to a large number working agriculturally more specifically on water copious rice patties (3). With this in mind, the product can be introduced to these areas and 50,000 units can be expected to be sold. Target Market Demand Bibliography Proquest: HYPERLINK "javascript:void(0);" DONALD G. McNEIL Jr. . HYPERLINK "http://proquest.umi.com/pqdweb?RQT=318&pmid=7818&TS=1227118850&clientId=56281&VInst=PROD&VName=PQD&VType=PQD" New York Times . (Late Edition (East Coast)). New York, N.Y.: HYPERLINK "http://proquest.umi.com/pqdweb?RQT=572&VType=PQD&VName=PQD&VInst=PROD&pmid=7818&pcid=33708601&SrchMode=3" Oct 10, 2006 . pg. F.1 Factiva: HYPERLINK "http://preview.factiva.com/tools/sourceDetails.aspx?srcs=PRN" \o "PR Newswire (U.S.)" PR Newswire (U.S.) 2008 PR Newswire Association LLC. All Rights CIA World Factbook.