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Marketing Potable WaterMarketing Potable Water
Group 9Group 9
112112 -- AshutoshAshutosh GupteGupte113113 -- Manish JoshiManish Joshi
130130 -- AmitAmit NavalkarNavalkar
123123-- MandarMandar MankarMankar153153-- AbhishekAbhishek SinghalSinghal
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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.
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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)
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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.
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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
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Different Components of the Concept of
Marketing Potable Water
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
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Different Components of the Concept of
Marketing Potable Water
Promoting Potable Water
Advertising
Publicity
Service Promotion
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Different Components of the Concept of
Marketing Potable Water
Pricing / Tariff
The water tariff should be fixed in theface of the bearing capacity of users.
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Different Components of the Concept of
Marketing Potable Water
Distribution
This involves everything right from thestage of collecting water to the last stage
of supplying potable water to ultimate
users
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Different Components of the Concept of
Marketing Potable Water
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
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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.
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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.
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.
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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.
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.
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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
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Q.2. Design a promotional plan for potable water
for rural areas in India.
The Promotional plan may consist of following
sub-mixes of promotion:
1. Publicity
2. Advertising
3. Service Promotion
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Q.2. Design a promotional plan for potable water
for rural areas in India.
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.
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Q.2. Design a promotional plan for potable water
for rural areas in India.
2.Advertising:
Tie up with news channels and radio for socialcause
Tie up with local theatres and cinema halls for
promoting the message.
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Q.2. Design a promotional plan for potable water
for rural areas in India.
3. Service Promotion:
Motivating the personnel engaged in operatingand maintaining the portable water. This will
help reducing maintenance cost and improve
service quality.
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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.
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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.
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Short term tactical marketing
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.
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Short term tactical marketing
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
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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.
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Long term Strategic marketing
To make water cost effective Better schemes for rural areas
To regulate misuse & wastage of water atdifferent points. Emphasis on removing leakages
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Long term Strategic marketing
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
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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
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Recommendations
Public Attitude-
Campaigns, etc
Govt Preparedness
Education
Infrastructure
(Capacity Expansion)
Facilities Medical
Centers
Subsidized Drugs
Preventive Corrective
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Thank You
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