The millennium development goals marketing essay

The University of North Carolina evaluated the performance of straw personal water purifier with Regard to reduction of bacteria and virus as well as level of iodine release and silver concentration in the filtered water. The Millennium Development Goals (MDGs) call for a reduction of the proportion of people without sustainable access to safe drinking water by half between 1990 and 2015. Yet, an estimated 884 million people in the world, 37% of whom live in Sub-Saharan Africa, still use unimproved sources of drinking water. Lack of access to safe drinking water contributes to the staggering burden of diarrheal diseases worldwide, particularly affecting the young, the immune-compromised and the poor. Nearly one in five child deaths – about 1. 5 million each year – is due to diarrhea. Diarrhea kills more young children than AIDS, malaria and measles combined. Drinking contaminated water also leads to reduced personal productive time, with widespread economic effects. Three identical Vestergaard-Frandsen’s hollow fiber Pures were evaluated for their ability to remove Escherichia coli, and Cryptosporidium oocysts. The units were operated according to the Manufactures instruction until 1625 liters had been processed. The units were challenged with the test microorganisms after 0, 250, 500, 600, 750, 900, 1000, and 1150 to 1625 litters had passed through the units. Aging water used for the evaluation of the units had a turbidity of 15 NTU, total organic carbon of 5 mg/L (humic acid) and 400mg/L total dissolved soilds. All challenges tests were conducted with ” worst case” water quality of 1500 mg/l dissolved solids, 10 mg/l organic matter, +25oC, with a turbidity of 100 NTU and a pH of 7. 8. And a cleaning procedure of backwashing the filter every five liters with air was also performed. The geometric average removals exceeded 99. 9999% for the bacteria, and 99. 9% for the Cryptosporidium oocysts. Water filters have been shown to be the most effective interventions amongst all point-of-use water treatment methods for reducing diarrhoeal diseases. The Cochrane review demonstrates that it is not enough to treat water at the point of source it must also be made safe at the point of consumption. This would be a healthy product very much in demand among the Singaporeans

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TABLE OF CONTENTS: INTRODUCTION: Vestergaard Grandson is an international public health company committed to the goal of basic disease prevention by providing safe drinking water and protection from malaria and other water-borne diseases. In order to do this in 2005 the company launched Pure, which enables users to drink water safely from contaminated water sources. Today, water pollution remains to be one of the major reasons behind the spreading of many diseases. About 40 percent of our surveyed rivers, lakes, and waterway are not fit for drinking. To overcome this issue we would like to introduce a new and simple method of portable water filter. The company has several ” disease control textiles” products designed as health interventions for developing countries, including the Pure water filtration device to prevent waterborne disease, and the PermaNet, a mosquito net impregnated with the long-lasting insecticide deltamethrin to prevent malaria. Vestergaard Frandsen is the largest producer of insecticide-treated bed nets and has distributed over half a billion nets worldwide. This would be a healthy product very much in demand among the Singaporeans. SITUATION ANALYSIS: 2. 1 INDUSTRY ANALYSIS: Pure IT and Family are both point-of-use water interventions – truly unique offerings from Vestergaard Frandsen that address the concern for affordably obtaining safe drinking water at home and outside. These complementary safe water tools have the potential to accelerate progress towards the MDG target of providing access to safe drinking water, which would yield health and economic benefits; thus contributing to the achievement of other MDGs like poverty reduction, childhood survival, school attendance, gender equality and environment sustainability2. 2 SWOT ANALYSIS:


Pure IT Australia sells a range of clever products designed to raise funds for the useful distribution of humanitarian aid. Every time you purchase a product from this site or from our retail partners, you help supply some of these innovative products into the hands of those who are in desperate need. Because it is easy to use and lightweight, the very factor for traveling, the Pure IT can be used by campers who may be drinking from rivers and unsure of the water safety. This established Brand name is one of the greatest strengths of the company. Another major strength of the company is the high efficient manufacturing system, which enables quick and efficient production. Simple designUnbreakableNot a device that requires the presence of electricityEfficient; small and light, can be carried anywhereVery clear logo and brand name that creates credibility which makes the product marketableServes to market with a very high demand for such devicesRelatively low priceInnovative


One of the great weakness of the company is they are not concentrating much on R&D of their products and innovations introduced are long interval of time. Pure doesn’t remove heavy metals and parasites. Enthusiast. Trying the Pure out in heavily polluted water with death as an result could harm the product image and sales. Possible prevention of reaching their market potential by not distributing the straws themselves. When Vestergaard is giving out the marketing of their product to entrepreneurs and aid organizations it will harm both the brand as well as the sales.


Huge demand for a solution worldwideEnjoying expertise from local NGOs. Kenya’s governments pro-solution and prevention oriented water initiatives can result into a partnership. Recycling of the outer shell of the Pure through a container-deposit legislation system would create a livelihood/income for local people. Roadside polystyrene usage for manufacturing ‘ new’ tubes will help creating a cleaner environment. Such projects often have government and local support. The problem of waterborne diseases in Kenya has not been solved. Hospitals and health organization try to prevent but have not manage to do so. Meaning that there is a opportunity Pure and follow up product that offer solutions to the problem.


Habits don’t die easily, it could be possible that even though you have a god product people just don’t see any reason for purchasing. Limited reach because of the modern media gap. In developing area’s the ways of marketing your product have to be adapted if there are no modern media such as TV/Radio or internet around. Sticking to modern media would only reach the urban area customer and neglect the rural area customer. The price might still be too high to sell the deviceOne sided top down product that doesn’t create any local enterprise might endanger the longevity of the product. Competition of other water purifiers that might be more



Singapore is an organized country with a stable government. Singapore, under the leadership of the PAP, Possesses a distinct political culture. The GDP in Singapore was worth 239. 70 billion has been rising in standard manner. (Singapore continued to grow rapidly and more water was needed to sustain the city’s growth) The real GDP per capita also raised rapidly at a compound rate of 12% P. A while unemployment rates averages less than 2%.


Economical:  Most of today’s solutions  are extremely costly. Desalination is often the most advocated, but the amount of energy needed  is astronomical. The energy, chemical treatment, materials, maintenance, spare parts, and building of desalination plants cost too much for it to make fiscal sense [1]. Recent studies range the cost of desalination anywhere from  $0. 48/m 3 to $1. 00/m 3. When dealing with mass amounts of water, this is completely unreasonable, considering this cost does not even include the total cost of the plant which can range in the millions


The majority of society around the world is uneducated. These water units must be simple enough for anyone to use. In any given town or village, it is often the case that the rich already have the resources to obtain clean water for drinking, bathing, and cooking. In that same town or village, the poor may have to seek out more expensive supplies. Our new water solution must take this into account when it comes to creating simplistic, cheap results


Villages in these third-world countries are often far and few between. Today’s technology includes large plants that are stationary as well as expensive. Tomorrow’s solution must be small enough that it can be dropped off and moved if necessary between homes or towns.


About 90% percent of the Portable water filters mainly easy access to safer water away from Home. Pure IT will have an entirely new impact on the consumer base. Filters up to 18, 000 liters of water, enough to supply a family of five with microbiologically clean drinking water for three years, thus removing the need for repeat intervention Ensures high flow rate and high volume of purified water. Pure IT water purifier Filters up to 700 liters of water and Removes 99. 9999% of waterborne bacteria, Has an easy-to-clean prefilter and purification cartridge  A large number of respondents laid emphasis on quality and the health factor (Population Trends, 2011).


Pure IT is as such a new product and is a very unique product. As of now there are no direct competitors for this product. The indirect competitors are the manufacturers of the large water filters which are kept in households.


Pure IT is a new revolution in the water filter market. It can instantly filter water from any contaminated source by just sucking water through the pipe. The size and cost of the filter will be the main advantage of the product. Filtered water is free from chemicals, carbon, and is 99. 99% water borne bacteria free and water borne protozoa free. This product is also the first of its king giving Pure IT an upper hand over other water filtering companies.



Life straw is the only company that produces a product of this kind. Thus made the brand globally successful through the unconventional and creative measures namely through NGO’s and WHO. This is mainly concentrated on poor and underdeveloped country people, where it targets all age groups. The key element of the pure it marketing was the efficient and powerful filtering unit in it. To attracts the families, the pure it offered a free filters for a member in a family who is below 10 years.


There has been some discussion about the actual price of Pure IT and a difference of $2 against $3 dollar mind seems trivial but when you are earning less than a dollar a day the difference of a dollar is the difference of a day’s income. However Pure doesn’t fall in the same category as a TV or a GSM buying a Pure IT with a down payment would not be that logic and at the same time changing ‘ drinking’ habits for a price of two days wages (for a family of four that would mean an entire week of wages) might be more challenging then assumed. Altering the price-envelop for a project that already is supported through donations might not be working.


Compared to other water purifiers it can be said that Pure IT set its self apart with her light weight low cost variation. However Pure IT in essence is a watered down product. Pure IT sells her devices to distributors that often with help of donation go to the areas of need and operate as entrepreneurs with products for the poor.

Scale of Operations:

To make sure that Pure IT also reaches the isolated area’s Pure IT is Australian distributor Pacific defense has teamed up with Global Outreach to make sure that Pure IT reaches ‘ those in need’ by asking donations of $24. 95 per two straws. Other aid agencies charge different prices some higher some lower for the distribution. Pure IT sells the straws in bulk to those who want to distribute it. Right now the Global presence of Pure IT is to be find in offices in Switzerland, Denmark, Kenya, Ghana, Nigeria, India, UAE, Americas, Vietnam and Thailand. For meeting the economies of scale devises that provide ‘’clean’’ water a new Pure IT product has been developed called Pure IT Family.

4. 0 Marketing Strategy


In future vision is focused upon by inhabiting the mountains. The valleys are used as green open spaces accommodating the ” living machine” a system treating the waste water and generating renewable energy.


” With growing responsibility in global society, Pure It wants to fulfill the demand for disease control textiles”.


18% of people worldwide have no access to safe drinking water. Many household water purifiers have been documented to improve water quality and reduce diarrheal disease. One of these technologies is Pure IT, low cost, portable, point – of – use water purifier. The Pure IT has been used worldwide to date; however, there is not yet conclusive research about the performance of Pure IT ability to improve drinking water or reduce diarrheal disease burden. The purpose of this research was three-fold; to examine the microbiological capability selected Pure IT models, to assess their life span in regards to clogging, and to ensure that disinfectant concentrations present In the effluent were below target levels. Pure IT models tested achieved reductions of bacteria above the target of 99. 9%. Evidence suggests only moderate reductions of viruses, 90-99%. Results from this research suggest that Pure IT may be an effective way to improve water quality and reduce diarrheal disease from waterborne and viral pathogens.

Financial Objectives:

Pure IT, announced its earning result at the end of the second quarter on April 2, 2012. The company’s net revenue was 3. 19 billion dollars compared to the year 2011, which was 3. 09 billion dollars. Operating profit of the company was 843 million dollars compared to 2011, further innovations on their products could lift their revenue up to 25%.


The cost of Pure IT starts from 3. 00$. This is not expensive as the current variations in the market, as it is a health product it will turn appeal to a wider market segment. This product’s price differs according to the size of the product, which also includes manufacturing cost of 2. 10$. This product is being of a very affordable cost and for the consumers health will be great which will increase our Company’s profit.


The profit amount fixed by the company is 25% for the new launch. There will be a full dominance of Pure IT product in the market after these changes have been done, as it fulfills the wants and needs of the customer and will also open a larger market segment for poor peoples and those peoples who don’t have drinking water for their daily life.


Based on different variables like region and income we can segment our product such: People all over the world are very conscious about their health. So our products should be innovated safely without harming anyone’s life and health for their own good. Because water is the thing which we consume almost once in every 30min per day, we can even live without food but no one can live without drinking water. So, we pay main attention to purify the dirtiest water into a drinking water, after all it’s the sign of our prestige.

Target Market:

Based on specific target market, our target group is mainly focused on people who don’t get good water to drink, the people who live in forest areas who are not educated, whom are said to be poor. Of course, people who live in city can also buy this; it’s available for all type of humans, all kind of regions.


Our brand name is well established all over the world and we are working to improve our market share value as well.


Future innovations should be available in delicatessens, retail shops and in some specialized shops in order to avoid the trivialization of the product. Demonstrations of how to use will also be made available in shops.


Positioning refers to the creation of image in the people of the target market. The existing strategy of the company is concern about the positioning of the product consisting of producing Pure IT that produced one and only for health of humans. By, introducing this customer will enjoy something different rather than boiling the water, water filters etc….. Just using the straw to suck up the water will be great fun and health for the users.

5. 0 Marketing Mix

5. 1Product

The Pure IT filter will come under the tangible products. Our product is designed in way that people of all segments will buy and use the product. Pure IT is designed in a very innovative and unique way, that it satisfies the three levels of product. Core Product: The main advantage of our product is that it is easy to carry it everywhere you go and it can provide safe drinking water in a very simple method and at a low cost. Our Pure IT can be used on any contaminated source of water to get clean and safe drinking water instantly. Actual Product: The product being small and handy also provides very safe water to drink. The water that comes from the filter is very safe and is free from bacteria. The filter is chemical free and can filter at least 1000L of water, which is sufficient for one human being for a whole year. The product is designed to be used for a year. Augmented Product: In spite of being small and handy, this product provides safe water which matches the quality of the expensive water filters. The water that comes out from the filter is 99. 9% free from water borne bacteria and water borne protozoa.

5. 2 Price

Since our product is also aimed at people of the lower income segment, we have used value-based pricing strategy. Pure IT is priced in such a way that even people who are below the poverty line can buy and use this product and benefit from this. As this product is mainly aimed at the people of the lower middleclass segment the pricing should be focused on the affordability of the customer rather than focusing on large profits.

Unit Cost = Variable Cost + (Fixed Cost / Unit sales)

Market Price = Unit Cost / (1 – Desired Return Of Sales)

Using this formula we can price a unit of Pure IT at $3. 00, with the cost of manufacturing being around $2. 90.

5. 3 Promotion

Since our main focus is on the people of low income segment we should use promotions which will attract them. To attract our buyers we can use the following consumer promotion tools. Price Packs: Bundled packs of three or four units can be sold at a reduced price during festive seasons or at selected times in a year. Advertising Specialties: Create awareness about the product among people by conduction special camps and launching the product where people of the low income segment visit often. Special camps can also be held at government schools to create awareness among children. The goal here is not only to establish the brand or to increase the sales; the goal is also to create awareness among people about the benefits of using Pure IT. If this awareness is created among the public then the brand will surely established which will in turn increase the sales of the product.

5. 4 Place

This product will not be sold at all retail stores. It is not sold at many retail stores because once this product is bought it can be used for a year. Since it can be used for a year there are chances that the product might be stocked for long periods of time in the store. So, this product is sold at specific retail outlets. It is also planned to sell this product in hospitals and government owned stores. It is sold in hospitals because the requirement for clean and safe drinking water is more in hospitals. If the product is sold in government owned stores it can be sold to people of the lower income in a subsidized price. In places like Africa the product will be distributed to people through Non-Governmental Organisations (NGOs) at a very low cost. 5. 5 EVOLUTIONS OF MARKETING MIX: The evolution of marketing mix consist of 4P’s, 4C’s and 4V’s as shown below: marketing-mix1. gif


The 4Cs approach refers to consumer, cost, communication and convenience. This approach is a two-way communication strategy in which customer’s feedback is taken and is incorporated into the marketing plan. This type of consumer approach to the production of the product mainly focuses on the requirements of the customer. In some cases the customer might not be satisfied with the performance of the product. But, since our product is deals with drinking water it is made sure that the quality is not compromised. The product is made of high quality materials and it is chemical free making the water very safe for drinking. The water is also 99. 99% bacteria and protozoa free, which makes the filter one of the best in the market. The material used for making the filter is also recyclable and is not harmful to the society and is environment friendly. The pricing of the product is very competitive making it one of the best priced goods in the market. All this make sure that our product will satisfy the needs of the customer to the fullest.

6. 0 Financials

6. 1 Cash Flow Statement

Projected Cash Flow

2013 $

2014 $

Receipts Cash Sales6, 00, 0007, 00, 000Total Receipts6, 00, 0007, 00, 000Purchases2, 00, 0002, 10, 000Salaries1, 00, 0001, 20, 000Rent45, 00050, 000Advertisement23, 00025, 000Maintenance3, 8005, 200Utilities/Phone7, 0009. 000Wages16, 00018, 000Total payments2, 30, 4003, 90, 500Opening balance of cash flow60, 0001, 58, 600Net Cash Flow1, 50, 0003, 44, 000

Closing Cash Balance

20, 35, 200

27, 30, 300

7. 0 Action Plan:







Road show about the product1st

Advertisement on newspapers15th

Show casing Live demo about the product1stPlace advert in all local magazine


Highlighting the importance of the product

15th – 21st

Prepare newspaper advert and place in local paper

20th – 29th

Invited writers and publishers week


Launch of  the product


8. 0 Contingency Plan

Contingency planning requires the ability to think creatively and strategically, anticipating what can occur that will affect the company’s sales performance. One way companies approach the process is termed ” what if” scenarios. Contingency planning means having plans in place to deal with the unexpected such as a new competitor entering the market. Plans are also made to address sales shortfalls, the first step to isolate the specific causes of the unsatisfactory results and determine how to allocate marketing resources to rebuild sales momentum. . Contingency plan ensures that any damage or injury to property or personnel is controlled and the key operations of an organization are in continuationRisk of new product failureCompetition with other water purifiers. Challenge of revamping its image as a health. Manufacturing delay and supply chain mismatching. Side effectsOne more weakness of the company its reluctance to use new technology for marketing its product.


March 2012 – Regular visits to the production plant to ensure that manufacturing operations is going efficiently and meeting the deadline. April 2012 – Coordination with retailers and dealers of Pure it to check the advertisement requirements are met. Ensuring the entire retailer get supplies in appropriate time. May 2012 – Regular follow up at the site where the activations will happen and supervising that maximum people to know their health. And to check the purity of the water comes out the filters. June 2013 – Rolling out Ad on the TV and Tele-calling to the consumers to get their feedback on ” Pure it”. July 2013 – Launch of ” Pure IT”. 10. 0 REFERENCES: