CASESTUD: Krisha Water Company Mary Krishna established her company, KrishnaWater, Inc., to market a product designed to purify drinking water. Environmental Control produces the product, which yet to branded inc., a corporation that focuses primarily on water purification and filtering products for industrial markets. Krishna Water is a small but growing business. Mary started the business with only $20,000, which came from his savings and loans from several relatives. Mary manages the company with a secretary and six full-time salespeople. Besides, he employs two college students part-time; they make telephone calls to prospect for customers, offer administrative support and set up appointments for a salesperson to demonstrate the unit in the customer’s home. By holding spending to a minimum, Mary has kept the firm’s monthly operating budget at only $4,500. Most of that goes for rent, his secretary’s salary, and other necessities like computer supplies and telephone bills. The number of customers with environmental concerns in the water and beverage industry is growing. Despite increased efforts to protect the environment and water supplies, there are many problems. Hundreds of new chemical compounds ranging from insecticides to industrial chemicals to commercial cleaning agents are used each year. Some of the residues from chemical and toxic waste eventually enters water supply sources. Further, floods and hurricanes have damaged or completely shut down water treatment and facilities in some cities. Problems like these have led to rumours of possible epidemics of such dread diseases like cholera and typhoid. More than one city has recently experienced near-panic buying of bottled water. Given these problems and there is the need for pure drinking water. The Covid-19 pandemic has also worsened the case for the water business. Recently, the company has discovered PURITY 11, an effective and internally accepted equipment for water purification. The unit is also suitable for use in boats and recreational vehicles; in fact, the PURITY 11 is standard equipment on several upscale. And it can also be used in taverns and restaurants, in institutions such as schools and hospital, and commercial and industrial buildings. This equipment will add more value to the new brand, but this may cause an increase in the cost of the product, which is likely to affect pricing. Mary is afraid of the economic downturn due to Covid -19 may affect customer behaviour through unfavourable attitudes towards the brand. Mary is thinking about recruiting additional salespeople and a marketing manager to support the brand build process. Finding capable people has not been a problem so far. However, there has already been some turnover, and one of the current salespeople is complaining that the compensation is not high enough. Mary pays salespeople on a straight commission basis. A salesperson who develops their prospects gets $100 per Sale; the commission is $80 per unit on sales leads generated by its telemarketing people. Mary has worked long hours to get his company going, but he realizes that she has to find time to think about her business strategy to build a strong brand and plan better with the right employees for the future. Answer the following using the case study above a) As a brand strategist, discuss any three (3) macro environment challenges that are likely to negatively influence the Krishna water brand's response. b) Explain with practical examples Three (3) reasons why Krisna has to build a strong market. c) Suggest two brand names for the new water to foster brand-building.
CASESTUD: Krisha Water Company
Mary Krishna established her company, KrishnaWater, Inc., to market a product designed to purify drinking water. Environmental Control produces the product, which yet to branded inc., a corporation that focuses primarily on water purification and filtering products for industrial markets. Krishna Water is a small but growing business. Mary started the business with only $20,000, which came from his savings and loans from several relatives. Mary manages the company with a secretary and six full-time salespeople. Besides, he employs two college students part-time; they make telephone calls to prospect for customers, offer administrative support and set up appointments for a salesperson to demonstrate the unit in the customer’s home. By holding spending to a minimum, Mary has kept the firm’s monthly operating budget at only $4,500. Most of that goes for rent, his secretary’s salary, and other necessities like computer supplies and telephone bills.
The number of customers with environmental concerns in the water and beverage industry is growing. Despite increased efforts to protect the environment and water supplies, there are many problems. Hundreds of new chemical compounds ranging from insecticides to industrial chemicals to commercial cleaning agents are used each year. Some of the residues from chemical and toxic waste eventually enters water supply sources. Further, floods and hurricanes have damaged or completely shut down water treatment and facilities in some cities. Problems like these have led to rumours of possible epidemics of such dread diseases like cholera and typhoid. More than one city has recently experienced near-panic buying of bottled water. Given these problems and there is the need for pure drinking water. The Covid-19 pandemic has also worsened the case for the water business. Recently, the company has discovered PURITY 11, an effective and internally accepted equipment for water purification.
The unit is also suitable for use in boats and recreational vehicles; in fact, the PURITY 11 is standard equipment on several upscale. And it can also be used in taverns and restaurants, in institutions such as schools and hospital, and commercial and industrial buildings. This equipment will add more value to the new brand, but this may cause an increase in the cost of the product, which is likely to affect pricing. Mary is afraid of the economic downturn due to Covid -19 may affect customer behaviour through unfavourable attitudes towards the brand. Mary is thinking about recruiting additional salespeople and a marketing manager to support the brand build process. Finding capable people has not been a problem so far. However, there has already been some turnover, and one of the current salespeople is complaining that the compensation is not high enough. Mary pays salespeople on a straight commission basis. A salesperson who develops their prospects gets $100 per Sale; the commission is $80 per unit on sales leads generated by its telemarketing people. Mary has worked long hours to get his company going, but he realizes that she has to find time to think about her business strategy to build a strong brand and plan better with the right employees for the future.
Answer the following using the case study above
a) As a brand strategist, discuss any three (3) macro environment challenges that are likely to negatively influence the Krishna water brand's response.
b) Explain with practical examples Three (3) reasons why Krisna has to build a strong market.
c) Suggest two brand names for the new water to foster brand-building.
d) As a Brand Manager, advise the business on the three (3) main brand elements which be used for strong brand identity.
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CASESTUD: Krisha Water Company
Mary Krishna established her company, KrishnaWater, Inc., to market a product designed to purify drinking water. Environmental Control produces the product, which yet to branded inc., a corporation that focuses primarily on water purification and filtering products for industrial markets. Krishna Water is a small but growing business. Mary started the business with only $20,000, which came from his savings and loans from several relatives. Mary manages the company with a secretary and six full-time salespeople. Besides, he employs two college students part-time; they make telephone calls to prospect for customers, offer administrative support and set up appointments for a salesperson to demonstrate the unit in the customer’s home. By holding spending to a minimum, Mary has kept the firm’s monthly operating budget at only $4,500. Most of that goes for rent, his secretary’s salary, and other necessities like computer supplies and telephone bills.
The number of customers with environmental concerns in the water and beverage industry is growing. Despite increased efforts to protect the environment and water supplies, there are many problems. Hundreds of new chemical compounds ranging from insecticides to industrial chemicals to commercial cleaning agents are used each year. Some of the residues from chemical and toxic waste eventually enters water supply sources. Further, floods and hurricanes have damaged or completely shut down water treatment and facilities in some cities. Problems like these have led to rumours of possible epidemics of such dread diseases like cholera and typhoid. More than one city has recently experienced near-panic buying of bottled water. Given these problems and there is the need for pure drinking water. The Covid-19 pandemic has also worsened the case for the water business. Recently, the company has discovered PURITY 11, an effective and internally accepted equipment for water purification.
The unit is also suitable for use in boats and recreational vehicles; in fact, the PURITY 11 is standard equipment on several upscale. And it can also be used in taverns and restaurants, in institutions such as schools and hospital, and commercial and industrial buildings. This equipment will add more value to the new brand, but this may cause an increase in the cost of the product, which is likely to affect pricing. Mary is afraid of the economic downturn due to Covid -19 may affect customer behaviour through unfavourable attitudes towards the brand. Mary is thinking about recruiting additional salespeople and a marketing manager to support the brand build process. Finding capable people has not been a problem so far. However, there has already been some turnover, and one of the current salespeople is complaining that the compensation is not high enough. Mary pays salespeople on a straight commission basis. A salesperson who develops their prospects gets $100 per Sale; the commission is $80 per unit on sales leads generated by its telemarketing people. Mary has worked long hours to get his company going, but he realizes that she has to find time to think about her business strategy to build a strong brand and plan better with the right employees for the future.
Answer the following using the case study above correctly.
a) As a brand strategist, discuss any three (3) macro environment challenges that are likely to negatively influence the Krishna water brand's response.
b) Explain with practical examples Three (3) reasons why Krisna has to build a strong market.
c) Suggest two brand names for the new water to foster brand-building.
d) As a Brand Manager, advise the business on the three (3) main brand elements which be used for strong brand identity.
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