Task

From the Marketing Case BWT each student may consider the case from a global perspective or from their own countrys perspective.

Use official cover provided on Moodle, table of contents and introduction. Each question should be clearly identified as a headline and answered as a separate section of the paper.

Questions:

• Describe the segment your brand/ product is targeting (demographic, psychographic, geographic and behavioral).

• Analyze the value proposition your brand is offering and how they are creating value.

• Related to their main competitors, is your brand a leader, challenger or follower? Justify your answer with quantitative data and analyze the strategy

  they follow.

  Formalities:

• Wordcount: 2,000-2,500

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 12,5 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography have to be in Harvards citation style

• It assesses the following learning outcomes:

• Demonstrate understanding of the principles of Marketing and their applicability.

• Understand the processes of interaction between key stakeholders in the domain of Marketing.

• Identify and analyze the major forces in the marketing that impact business operations.

• Describe segmentation, targeting and brand positioning processes.

Vision: BWT - The International Leading Water Technology Group. BWT The Company DE For You and Planet Blue BEST WATE The Internationally Leading Water Technology Group 4 production facilities 500 million turnover 2,800 employees R&D departments in France, Germany, Switzerland and Austria Globally leading know-how in all areas of water treatment se u pdf Ion Exchange Membranes @ Search Leading R&D Competence DBWI For You and Planet Blue. BET WATER TEENSOLO Saniel / Senilebs Onone / UV Nipolar Technology EDI / Biosafe Medie Leading R&D Competence DBWT For You and Planet Blue MDA Pro Fuel Cave Bar AA Water filtration at the "Point of Entry" DBWT For You and Planel Blue. TWITTENLO Filtration Softening 31.2 L.SE Limescale Protection AQA total 37 Water filtration for trade & industry DBWT For You and Planet Blue. SET WATER TECHNOLOR Softening Reverse Osmosis PERMAQ Reverse Osmosis & Electro-deionisation UV- & Ozone-Disinfection Dunes can BWT Osmotron Pro PW BW Ultrasti BE G BWT Combitron BWT Multitron 'Casa Water filtration at the "Point of Entry" DBWT For You and Planel Blue. TWITTENLO Filtration Softening 31.2 L.SE Limescale Protection AQA total 37 Zeneca 2 Bristol-Myers Squibb Company Bayer HealthCare Bayer Schering Pharma CIBA Vidion. nordisk MERCK SERONO GE Healthcare ob Intervet genzyme Maceuticals VISTAKON P&G NYCOMED BioSphere Medical Cam, That Matter Sant Abbot Ahom CERIA HAC Nestle MOLT ACHANDON BACARDI Cadouri Nosts Waters Carlsberg Ecg Cola perrier Pernod Ricard VITAQLA Heineken MCain GEROLSTEINER Heinz Grand Marnier HAL SENOBLE GUNA FRANKEN BRUNNEN VILSA adelboder Bonduelle RIION SPA MEG | intenta Beverage Arla IAD Award Winning Products DBWT For You and Planet Blue SET WATER TECNOLO Inca www der 200 Ausgezeichnetes Produkt Funktiebrug "KitchenInnovation of the year 2018" for the BWT table water filter in the categories functionality, innovation, design and ecology No. 1,, Innovation Award" of the State of Upper Austria for the Magnesium Mg2+-Technology used in professional and consumer table water filters Winner of the award , Trend Product of the Year 2017" and Golden Award ,,Best of the Best" in the category.Houshold & Cleaning" for BWT Quick & Clean limescale protection system PER TAWAR BESTES PRODUKT DES JAHRES . Plus X Award ,,Best product of the Year 2017" AQA perla for the domestic softener No. 1 ,,Innovation Award" at Technopharm for the BWT OSMOTRON product strengths in innovation, quality, efficiency and economic operation" No. 1. Design Award" of the Republic of Austria for the de 2013 ness Case pot Why BWT? DBWT For You and Planet Blue. NT WATER TECHNOLOGY BWT is technology leader and continually sets new standards in the area of water filtration through innovations BWT offers economical and ecological products and methods in all areas of water filtration BWT invests in state-of-the-art infrastructure with the highest production standards 1 BWT sustainably invests into the brand development and the communication towards the end consumer DA Market situation and potential table water filter DBWT ESTATE TEHNOLOGY For You and Planet Blue Caspar Water - element No.1 DBWT For You and Planet Blue. TY WATER TE Water is the No.1 beverage in Germany Per capita consumption of bottled water rapidly increasing: 1990: 80 Litre 2020: 189 Litre* 4,5 Mio. households already own a table water filter* Further 1,2 Mio. households plan to buy a table water filter in the next two years ** water is element No 1 for healthy lifestyle Business Catili F Actual Status: Until now: brand monopoly by Brita A monopoly is only positive for the monopolist, not for the market No innovations and successful breakthrough for years Market entrance of BWT: BWT brings the B-to-B know-how to the consumer Competition is pushing the total category BWT is investing massively in the brand and the sell-out pdf Total Market Development (Germany): 12-month-comparison Sept 18 - Aug 19 vers. Sept 19 - Aug 20 (Source GfK) Value Volume + 19% + 20% Cartridges Systems + 21 % + 18% 1 Regarding electronic retailers BWT already has a market share of 43,9% (Source: GIK 10/2020, 2.4 Trade/Indep Buy) A a pat group LOHAS DBWI For You and Planet Blue. HET WATER TECHNOLOGY LOHAS Lifestyle of Health and Sustainability important values: sustainability, responsibility, quality, environment, indulgence healthy products have to also provide good taste - Mostly 2- and/or 3-person households, high income - Information seekers, active in social media Our Innovation: Patented Magnesium-Technology Tlor ented innovation DBWT For You and Planet Blue. BEST WATER TECHNOLOGY BWT is one step ahead! Most water filters reduce limescale, heavy metals and taste inhibiting elements like chlorine. But also minerals are removed out of the water, the pH-value is reduced and therefore the water has a sour taste. NEW: thanks to the BWT magnesium technology the filtered water is enriched with the valuable mineral magnesium. Magnesium is a flavour carrier and perfectly enhances the aroma of coffee and tea. Thanks to the magnesium the pH-value of the water stays neutral and the water is considered as soft, fresh and pleasant. For You and Planet Blue.ET VATTEN Magnesium makes the difference BWT is No. 1 in the sensoric test from institute Fresenius regarding the taste of drinking water, tea and coffee. Nr.1 Nr.1 BWT MO Coffee BWT Mga Nr.1 BWT ME Toe Drinking water Top we Como Comp Competitors To w Comp Product test and Word-of-mouth-Activity: - Independent online test platform Konsumgttinnen 1.000 test persons, only existing Brita-users have tested More than 93% of all testers rate the taste of BWT Magnesium water as excellent or good" - 96% rated tea and coffee, prepared with BWT water as excellent or .good" - 91% would recommend BWT to other consumers o JSILM 9 USP DBWT For You and Planet Blue. BEST WATER TECHNOLOGY The Magnesium-technology allows a positioning towards branded mineral water. A clear differentiation towards competition! - Tests are underlining that BWT is perceived as an equivalent to brands like Evian, Vittel and Volvic in the category of taste. We have to convince the consumer of the brilliant smooth taste of BWT, followed by the rational argument of cost advantage. (5 Cent per litre for BWT vs. up to 80 Cent for branded mineral water) 4 BWT Gourmet water is making bottled water unnecessary! D.GE GEROLSTERS Vittel volvic 3 evian SOKAN Vio Premier Filter Collection DBWT For You and Planet Blue. T WATER TEEN DOSY Gourmet Edition Mg2+ Safety Edition Gourmet Edition Silver free DBWT DEWT HEWI DEWY 2.51 2,71 2,71 DOW 3 DBWT BWT with electronic indicator with Easy Fill I total capacity: 2,7L *filtered capacity: 1,5 L available in white, aubergine, blue, green RRP: 24,95 entry level jug electronic or manual indicator total capacity: 2,5 L filtered capacity: 1,3 L RRP: 17,95 44 par 24 199 BOUNGE Con Appears PAUSE on/off press 3 RESET press 5 sec Easy Control Counts volume and time New timer from may 2013 Easy Fill easy filling without taking off the lid Easy Fit fitting for most common fridges nd Vision: BWT - The International Leading Water Technology Group. BWT The Company DE For You and Planet Blue BEST WATE The Internationally Leading Water Technology Group 4 production facilities 500 million turnover 2,800 employees R&D departments in France, Germany, Switzerland and Austria Globally leading know-how in all areas of water treatment se u pdf Ion Exchange Membranes @ Search Leading R&D Competence DBWI For You and Planet Blue. BET WATER TEENSOLO Saniel / Senilebs Onone / UV Nipolar Technology EDI / Biosafe Medie Leading R&D Competence DBWT For You and Planet Blue MDA Pro Fuel Cave Bar AA Water filtration at the "Point of Entry" DBWT For You and Planel Blue. TWITTENLO Filtration Softening 31.2 L.SE Limescale Protection AQA total 37 Water filtration for trade & industry DBWT For You and Planet Blue. SET WATER TECHNOLOR Softening Reverse Osmosis PERMAQ Reverse Osmosis & Electro-deionisation UV- & Ozone-Disinfection Dunes can BWT Osmotron Pro PW BW Ultrasti BE G BWT Combitron BWT Multitron 'Casa Water filtration at the "Point of Entry" DBWT For You and Planel Blue. TWITTENLO Filtration Softening 31.2 L.SE Limescale Protection AQA total 37 Zeneca 2 Bristol-Myers Squibb Company Bayer HealthCare Bayer Schering Pharma CIBA Vidion. nordisk MERCK SERONO GE Healthcare ob Intervet genzyme Maceuticals VISTAKON P&G NYCOMED BioSphere Medical Cam, That Matter Sant Abbot Ahom CERIA HAC Nestle MOLT ACHANDON BACARDI Cadouri Nosts Waters Carlsberg Ecg Cola perrier Pernod Ricard VITAQLA Heineken MCain GEROLSTEINER Heinz Grand Marnier HAL SENOBLE GUNA FRANKEN BRUNNEN VILSA adelboder Bonduelle RIION SPA MEG | intenta Beverage Arla IAD Award Winning Products DBWT For You and Planet Blue SET WATER TECNOLO Inca www der 200 Ausgezeichnetes Produkt Funktiebrug "KitchenInnovation of the year 2018" for the BWT table water filter in the categories functionality, innovation, design and ecology No. 1,, Innovation Award" of the State of Upper Austria for the Magnesium Mg2+-Technology used in professional and consumer table water filters Winner of the award , Trend Product of the Year 2017" and Golden Award ,,Best of the Best" in the category.Houshold & Cleaning" for BWT Quick & Clean limescale protection system PER TAWAR BESTES PRODUKT DES JAHRES . Plus X Award ,,Best product of the Year 2017" AQA perla for the domestic softener No. 1 ,,Innovation Award" at Technopharm for the BWT OSMOTRON product strengths in innovation, quality, efficiency and economic operation" No. 1. Design Award" of the Republic of Austria for the de 2013 ness Case pot Why BWT? DBWT For You and Planet Blue. NT WATER TECHNOLOGY BWT is technology leader and continually sets new standards in the area of water filtration through innovations BWT offers economical and ecological products and methods in all areas of water filtration BWT invests in state-of-the-art infrastructure with the highest production standards 1 BWT sustainably invests into the brand development and the communication towards the end consumer DA Market situation and potential table water filter DBWT ESTATE TEHNOLOGY For You and Planet Blue Caspar Water - element No.1 DBWT For You and Planet Blue. TY WATER TE Water is the No.1 beverage in Germany Per capita consumption of bottled water rapidly increasing: 1990: 80 Litre 2020: 189 Litre* 4,5 Mio. households already own a table water filter* Further 1,2 Mio. households plan to buy a table water filter in the next two years ** water is element No 1 for healthy lifestyle Business Catili F Actual Status: Until now: brand monopoly by Brita A monopoly is only positive for the monopolist, not for the market No innovations and successful breakthrough for years Market entrance of BWT: BWT brings the B-to-B know-how to the consumer Competition is pushing the total category BWT is investing massively in the brand and the sell-out pdf Total Market Development (Germany): 12-month-comparison Sept 18 - Aug 19 vers. Sept 19 - Aug 20 (Source GfK) Value Volume + 19% + 20% Cartridges Systems + 21 % + 18% 1 Regarding electronic retailers BWT already has a market share of 43,9% (Source: GIK 10/2020, 2.4 Trade/Indep Buy) A a pat group LOHAS DBWI For You and Planet Blue. HET WATER TECHNOLOGY LOHAS Lifestyle of Health and Sustainability important values: sustainability, responsibility, quality, environment, indulgence healthy products have to also provide good taste - Mostly 2- and/or 3-person households, high income - Information seekers, active in social media Our Innovation: Patented Magnesium-Technology Tlor ented innovation DBWT For You and Planet Blue. BEST WATER TECHNOLOGY BWT is one step ahead! Most water filters reduce limescale, heavy metals and taste inhibiting elements like chlorine. But also minerals are removed out of the water, the pH-value is reduced and therefore the water has a sour taste. NEW: thanks to the BWT magnesium technology the filtered water is enriched with the valuable mineral magnesium. Magnesium is a flavour carrier and perfectly enhances the aroma of coffee and tea. Thanks to the magnesium the pH-value of the water stays neutral and the water is considered as soft, fresh and pleasant. For You and Planet Blue.ET VATTEN Magnesium makes the difference BWT is No. 1 in the sensoric test from institute Fresenius regarding the taste of drinking water, tea and coffee. Nr.1 Nr.1 BWT MO Coffee BWT Mga Nr.1 BWT ME Toe Drinking water Top we Como Comp Competitors To w Comp Product test and Word-of-mouth-Activity: - Independent online test platform Konsumgttinnen 1.000 test persons, only existing Brita-users have tested More than 93% of all testers rate the taste of BWT Magnesium water as excellent or good" - 96% rated tea and coffee, prepared with BWT water as excellent or .good" - 91% would recommend BWT to other consumers o JSILM 9 USP DBWT For You and Planet Blue. BEST WATER TECHNOLOGY The Magnesium-technology allows a positioning towards branded mineral water. A clear differentiation towards competition! - Tests are underlining that BWT is perceived as an equivalent to brands like Evian, Vittel and Volvic in the category of taste. We have to convince the consumer of the brilliant smooth taste of BWT, followed by the rational argument of cost advantage. (5 Cent per litre for BWT vs. up to 80 Cent for branded mineral water) 4 BWT Gourmet water is making bottled water unnecessary! D.GE GEROLSTERS Vittel volvic 3 evian SOKAN Vio Premier Filter Collection DBWT For You and Planet Blue. T WATER TEEN DOSY Gourmet Edition Mg2+ Safety Edition Gourmet Edition Silver free DBWT DEWT HEWI DEWY 2.51 2,71 2,71 DOW 3 DBWT BWT with electronic indicator with Easy Fill I total capacity: 2,7L *filtered capacity: 1,5 L available in white, aubergine, blue, green RRP: 24,95 entry level jug electronic or manual indicator total capacity: 2,5 L filtered capacity: 1,3 L RRP: 17,95 44 par 24 199 BOUNGE Con Appears PAUSE on/off press 3 RESET press 5 sec Easy Control Counts volume and time New timer from may 2013 Easy Fill easy filling without taking off the lid Easy Fit fitting for most common fridges nd