Brand Positioning of "MUM" Pure Drinking Water

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 1^st 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