final Group 9 Social Marketing presentation

8/7/2019 final Group 9 Social Marketing presentation

1/29

Marketing Potable WaterMarketing Potable Water

Group 9Group 9

112112 -- AshutoshAshutosh GupteGupte113113 -- Manish JoshiManish Joshi

130130 -- AmitAmit NavalkarNavalkar

123123-- MandarMandar MankarMankar153153-- AbhishekAbhishek SinghalSinghal


2/29

Potable Water:

It is safe drinking water which is not to generatewater borne diseases.

It is free from disease producing germs like

bacteria, viruses, protozoa and worms besides

being physically clean and acceptable in taste

Potable Water Coverage:

From the 9th five year plan onwards (1997 2002)

we find emphasis on providing the basicminimum services of portable or safe drinking

water.


3/29

The urban water supply is looked after by the

Ministry of Urban Development (MUD)

The rural water supply is looked after by the

Department of Rural Development (DRD)


4/29


5/29

The concept ofMarketing Potable Water

Concept of Marketing Portable Water is not a programme or ascheme. It is a mission.

It is a managerial approach to initiate qualitative - cum -quantitative improvements in the system

The concept also attempts to synchronize a balance betweenthe interests of consumers and the organizations involved in theprocess.

The process also helps in preserving a scarce but essentialresource like water.

The foresaid facts testify that the concept of marketing potablewater is not a commercial consideration rather than a socialconsideration.


6/29

Intended benefits of the concept of

Marketing Potable Water

To formulate an optimal mix of the different

sources of water

To create public awareness Rationalizing water tariff

Protecting the organizational interest

To motivate the personnel engaged

Making services cost effective An action plan to achieve the target


7/29

Different Components of the Concept of


Service Mix

Governmental agencies engaged in collection

and distribution of water from from differentsources should make possible an optimal

utilization of water .

This will avoid imbalance in resourcemanagement


8/29



Promoting Potable Water

Advertising

Publicity

Service Promotion


9/29



Pricing / Tariff

The water tariff should be fixed in theface of the bearing capacity of users.


10/29



Distribution

This involves everything right from thestage of collecting water to the last stage

of supplying potable water to ultimate

users


11/29



Tactical and Strategic marketing

Tactical marketing involves short run target of

improving the quality of service in both rural and

urban area.

Strategic marketing involves a long run target of

making available 100% of our rural and urbanpopulation with potable water


12/29

Q.1. To make potable water available to

rich/poor, urban/rural population, it is necessary to

have Discrimination Pricing Policy. Do youagree with this statement ? Explain your answer

YES, we agree

In India a majority of population lives in rural areas andmost of them are below poverty line. But for qualityservice the organization should be paid reasonable priceHence discriminative pricing becomes essential.

A high slab of tariff for high income group , tariffproportionate to income for medium income group andcost based tariff for low income group is recommended.


13/29



have Discrimination Pricing Policy. Do youagree with this statement ? Explain your answer.

This would generate surplus funds that the

organisation can use for expansion anddevelopment program.

Right from collection to distribution of water a

number of expenses become inevitable.

Salaries and incentives need to be paid to

motivate personnel.


14/29



have Discrimination Pricing Policy. Do youagree with this statement ? Explain your answer.

Water should be given free of charge to

exceptionally poor people.

If tariff paid is not in proportion to expenditure,

the service quality will start deteriorating.


15/29

Q.2. Design a promotional plan for potable water

for rural areas in India.

Objectives of promoting potable water in rural India

Creating awareness about the importance of potable

water for good health.

Propagating precautionary measures against sources of

water contamination

Propagating potable water as a scarce and valuable

resource


16/29



The Promotional plan may consist of following

sub-mixes of promotion:

1. Publicity

2. Advertising

3. Service Promotion


17/29



1. Publicity:

Spreading the message through plays in Melas and

Haat

Photographs , cartoons, messages at prominentlocations

Slogans like Jal hi jeevan hai can be promoted.

Schools and colleges should teach about clean drinkingwater.


18/29



2.Advertising:

Tie up with news channels and radio for socialcause

Tie up with local theatres and cinema halls for

promoting the message.


19/29



3. Service Promotion:

Motivating the personnel engaged in operatingand maintaining the portable water. This will

help reducing maintenance cost and improve

service quality.


20/29

Q.3. Suggest ways & means to match demand

and supply of potable water during different

seasons?

Rainwater management, also known as

harvesting

Water diversions

Increasing number of water reservoirs

Transferring water among basins

Proper Storage of water

Avoiding any wastage or contamination due toleakage.


21/29

Q.4. What are your suggestions on short

term tactical marketing & long run strategic

marketing of potable water

Short term tactical marketing

To formulate optimum mix of different sourcesof water Rain ground & underground water.


22/29


To create public awareness Importance of water.

Diseases due to water. Reduced wastage of water.

How to Purify water if potable water is not available

Rationalising water tariff

Higher consumption, higher tariff.


23/29


Motivating the personnel engaged.

Technical & service personnel are the backbone of

the project.

Incentives on productivity to motivate them.

Making services cost effective

Training to the personnel

Encouragements would ensure efficiency


24/29

Long term Strategic marketing

To ensure 100 percent availability of potablewater to Urban & Rural area Better Supply network to the consumers by laying a

piped water supply in majority of the area.

Equal focus on No Source ofWater area. Every person should get 40 litres of water per day on a

sustained basis.

Any village of population 20000 need to have enoughfocus.

To make optimum utilization of different sourcesof water. Hilly regions, coastal regions proper storage & use of

rain water

Less focus on only underground water.


25/29


To make water cost effective Better schemes for rural areas

To regulate misuse & wastage of water atdifferent points. Emphasis on removing leakages


26/29


To use advertisement as medium to promote

importance of water.

Urban india wastes water, Rural lacks water.

Action on industries affecting water bodies.

To avoid depletion of resources.

Proper tariff

More from urban affluent less from rural


27/29

Q.5. In crisis situations like 26th / 27th July 2005, what actions

should be taken by Mumbai Municipal Corporation / Citizens

of Mumbai to prevent spreading of waterborne diseases?

Case in View

26/27th July 2005

Floods

Heaviest Rainfall in

Mumbai 994mm

Mithi River

Overflows

Around 5000 people

dead

Sources WTP

WWTP


28/29

Recommendations

Public Attitude-

Campaigns, etc

Govt Preparedness

Education

Infrastructure

(Capacity Expansion)

Facilities Medical

Centers

Subsidized Drugs

Preventive Corrective


29/29

Thank You

final Group 9 Social Marketing presentation

Documents

Transcript of final Group 9 Social Marketing presentation