Brand Name: “MUM”
Category: Natural drinking water
Producer & Marketer: Partex Beverage Ltd., concern of Partex Group
Packaging:
·
Primary packaging
– PET (Polyethylene Terephthalate)
·
Secondary packaging – A tray made of corrugated paper contains 12
bottles which is covered by shrink wrap.
Design of the bottle: Crystal clear diamond shape.
Labeling:
Attractive bluish label including all necessary information are composed for
consumer awareness.
Pay off line:
get the most trusted pure natural drinking water.
Product positioning: Pure hygienic natural drinking water.
Target group:
Mainly middle class to upper class. Initially they targeted the market of people
who are living in city areas.
Positioning:
Bangladesh is a country of small & big rivers.
In that country where lots of rivers are situated consumers cannot purchase
pure mineral drinking water. But the reality is different consumers of
Bangladesh buy “MUM Pure Drinking Water” in a very premium price. Partex Beverage
Limited (PBL) is one of the top mineral water companies in Bangladesh which
serves MUM to the consumer. In 2001 Mum first launched in the market. At that
time Duncan, Everest & Aqua were the main competitors of Mum. But those 3
brands were not able to capture consumer’s faithfulness. At that time Duncan
had a strong brand name but there supply chain was not too much strong. Duncan
only targeted push consumers. In the introduction level Mum was not able to
enter consumer’s mind. During 2001-2002 water born diseases were the serious
problem in Bangladesh. Consumers did not have any faith in WASA’S water. By
that time consumers became more health conscious than before. Mum very smartly
raps that opportunity. They hardly try to enter consumers mind through
capturing consumers trust. Mum sponsored many political, social, religious,
& sports events. Mum used president, opponent leaders, teachers, religious
leaders as a reference group. Mum tried to sell bottled mineral water in many
national political events. Sometimes they supplied mineral water free in many
religious events. As a result consumers knew the purity of Mum Pure bottled
mineral water. Strong reference groups always try to span the market of Mum. So
Mum easily entered ordinary consumers mind. Efficient use of 4PS is another
success factor of Mum. Design of Mum bottle is also draw consumers attention.
Distribution system of Mum is very efficient. Mum is able to supply bottled
mineral water at any place at any time. Recently Mum adds hotline service to
receive consumers compile.
My View:
MUM is a pure natural mineral drinking water towards
which customer has a very positive brand equity. When a person
thinks of buying a bottle of mineral water, MUM clicks first to buy in his
mind. These kinds of brand image have been built by MUM. People has that much
trust about MUM because MUM Strictly follows the guideline & standard
specification of quality level of WHO, IBWA, ICDDRB, Food and Nutrition Dept.
of DU. In 2012-13 there is no
doubt that Mum was the market leader. But recently some allegations of
providing expired or not perfectly pure water by MUM have risen from few
consumers. For that reason they started losing the previous faith of the
consumer and now they are competing with the brand “FRESH” Mineral water to
gain the 1st position in this market of bottled mineral drinking water
of Bangladesh. Ensuring recent consumer’s solution based on high consumer’s
loyalty & satisfaction can be the success factor of “Mum Pure Bottled
Mineral Drinking Water” to gain their desired position and market share again.
References:
1/http://www.partexbeverage.com/aboutus.html
2/https://www.youtube.com/watch?v=O6gxy5AaxN8
