CHAPTER III
MARKETING PLAN
Description of the Business
The proposed business will be named “PuriFresh.” It is a water refilling station business
which primarily offers a purified water for the community that converts raw water into purified
water. The consumers could choose whether to order through the counter or to have a home
delivery. Cleaning and refilling the water containers will only consume 5 minutes and it is ready
to be delivered or give to the customers.
Location
The business will be located at Purok 20 Marsman, Batolao, Tibal og Santo Tomas, Davao del
Norte.
Market Area
Geographically, the market area is situated at 1st floor of a rental house at Marsman,
Batolao, Santo Tomas, Region XI, It is an old house from before but it is now already abandoned
and willing to accept rentals. It is accessible for customers especially for those who live there
because there's no water refilling station on that area. It is a village with a wet and dry climate.
The proponents considered it as a strategic location since it is near the households, offices, clinic,
school, and stores where the target market is concentrated and it is just along the highway.
Main Customers
Target market of the proposed business are the households, private offices, schools, clinic
and business establishments of the purok and the households and establishment of other purok
who wants to drink safe and good quality purified drinking water. The researchers intended to
target majority of the people as the water offered will be purified and they will offer the water in an
affordable price and gives a good quality service specially in delivering aspect. In addition, the
water refilling station – PuriFresh – will be targeting personal contacts as the main customers.
This is an ideal market segment because a positive relationship already exists with the personal
contacts, making the water refilling station’s job of selling the products significantly convenient.
SWOT ANALYSIS
Strengths
Weaknesses
PuriFresh advocates environmental
friendly packaging which aims to utilize a
100% recyclable plastic gallon has a
good location to gain prospective
customers and since it is the only
establishment in the village which sells
purified water. The business will also
utilize modern communication to promote
the business and communicate with its
customers. Moreover, it also has a wide
range of possible customers, the only
water refilling station in the village with
competitive prices.
The business still lacks brand recognition
thus results to customers being hesitant
in purchasing. Competitors have also
established names which is a hurdle for
our business.
Opportunities
Threats
PuriFresh will be the only existing water
refilling station on the chosen location.
Additionally, it will have an advantage
especially that the tap water in the village
is non-potable and instances where
The business has low prospects for
growth since it is new to the market and
competition is high for the business of
water refilling station given that deliveries
are readily available.
water delivery takes a long time to be
delivered.