The study aims to highlight the use and importance of integrated marketing communication in developing a marketing plan based on recycle water usage for drinking. Recycle water is waste water that is treated with chemicals to remove impurities in order to be used in irrigation and other industrial purposes…
The city chosen for this purpose is Bangkok considering the current flood scenario that has affected the lives of locals and tourists. The shortage of drinking water has jeopardised the physical and mental state along with the health of people. Bangkok is the capital and largest city of Thailand known as a tourist destination across the globe. The influx of tourists from different parts of the world has strengthened the economy of the country boasting on impeccable infrastructure and hospitality that is good enough to allure people across the globe. Bangkok has 50 districts and each district is managed by the district chief appointed by the governor. There is also an elected government body; Bangkok Metropolitan Council that managed municipal ordinances and city’s budget pertaining to infrastructure and other activities. The government of Bangkok of is known as Bangkok Metropolitan Administration that manages the city and its resources in an effective and efficient manner. There are a number of national and international retailers present in Bangkok with the likes of Tesco, Family Mart and Big C dominating the market. The economic activities are majorly restricted to agriculture and tourism. In Bangkok, Metropolitan Waterworks Authority offers tap water that is used for the purpose of drinking and other activities. Many households have water purifying machines that further purifies water through different mechanisms and processes. At the same time, a number of packaged drinking water bottles are available that can be bought to ensure good quality of drinking water. However, there is no organisation developing or promoting recycled water for the drinking purpose. This marketing plan would ensure successful introduction of the product in the markets of Bangkok...
The paper tells about integrated marketing communication as one of the highly preferred marketing tools within the competitive business environment. It can be defined as the coordination and amalgamation of marketing communication tools and functions into a program or function that helps in impacting customers along with enhancing the feasibility and acceptance of the product. However, the common perception states that recycle water is not safe for drinking and can be used in irrigation, industrial usage and flushing toilets. Bangkok has been severely affected by floods creating shortages for safe drinking water. It needs to be mentioned that common people in the city are facing serious water crisis with tap water pouring contaminated and dirty water. On the other hand, packaged drinking bottles are quite limited in the market and the city does not have a marketer offering recycled drinking water. It can be assumed that development of recycled drinking water would help in offering a useful product to the masses using an integrated marketing communication approach. This would also help in assessing the present use of recycled water and its importance and acceptance in the business and social environment. Thus, the marketing plan has a great scope that requires effective planning and implementation. The city of Bangkok has been developing wastewater treatment system from a long period of time and efforts have yielded good benefits in last few years. There are a number of sewerage zones that have helped in improving the overall water shortages in the short as well as in the long run. ...
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“Recyclable Drinking Water Essay Example | Topics and Well Written Essays - 3250 Words”, n.d. https://studentshare.net/marketing/2881-recyclable-drinking-water.
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