‘Eco Care’, a start-up, plans to launch a reusable water bottle for environmentally conscious millennials and Gen Z. For this, they conducted a market research to identify the needs of the customers so that an informed decision could be taken for successful marketing of the product. They wanted to work carefully on the design to make the bottle attractive to the target customers.
On the basis of consumer views and opinions, they developed a stylish stainless steel bottle with double wall insulation to keep beverages cold for 24 hours, giving it a competitive advantage in the market.
They named the bottle ‘Eco-Sip’ creating a brand identity focused on sustainability and simplicity. It would also help in product differentiation. The packaging was made using hundred percent recyclable cardboard, with details of sustainability, features, price etc. printed on it.
State the four functions of marketing that are carried out by ‘Eco Care’ in the above case.
‘Eco Care’, a start-up, plans to launch a reusable water bottle for environmentally conscious millennials and Gen Z. For this, they conducted a market research to identify the needs of the customers so that an informed decision could be taken for successful marketing of the product. They wanted to work carefully on the design to make the bottle attractive to the target customers.
On the basis of consumer views and opinions, they developed a stylish stainless steel bottle with double wall insulation to keep beverages cold for 24 hours, giving it a competitive advantage in the market.
They named the bottle ‘Eco-Sip’ creating a brand identity focused on sustainability and simplicity. It would also help in product differentiation. The packaging was made using hundred percent recyclable cardboard, with details of sustainability, features, price etc. printed on it.
State the four functions of marketing that are carried out by ‘Eco Care’ in the above case.
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Solution and Explanation
Marketing is more than selling. It includes a set of activities carried out before and during the sale.
We have to pick the four functions that the case shows "Eco Care" performing and tie each to a line of the case.
Step 2: Function 1: Gathering and analysing market information:
The case says they conducted a market research to identify the needs of the customers.
This is the function of collecting and studying data about customers, rivals and trends.
It helps the firm spot opportunities and threats and take an informed decision.
Step 3: Function 2: Product designing and development:
The case says they worked carefully on the design to make the bottle attractive. They developed a stylish stainless steel bottle with double wall insulation.
This function means shaping the product features, quality and looks as per customer views.
It improves the product and gives it a competitive advantage in the market.
Step 4: Function 3: Branding:
The case says they named the bottle Eco-Sip, creating a brand identity focused on sustainability and simplicity.
Branding means giving the product a name or symbol instead of selling it under its generic name.
It creates product differentiation and builds customer loyalty.
Step 5: Function 4: Packaging and labelling:
The case says the packaging used hundred percent recyclable cardboard with details of sustainability, features and price printed on it.
Packaging is the design of the cover. Labelling is the design of the tag or print placed on that cover.
Together they protect the product and give the buyer information.
Final Answer:
The four functions carried out by Eco Care are: (i) gathering and analysing market information, (ii) product designing and development, (iii) branding, and (iv) packaging and labelling.
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