Developing The Marketing Strategy (marketing)
=== 5857de65ed210c38702b6c564f246746e1f87882_403759_1 ===
INTRODUCTION
The mineral water is water that contains dissolved minerals or other materials which modify its taste or confer a therapeutic value, which is generally obtained from a mineral source, or a natural mineral spring. Substances dissolved in water may include various salts and sulfur compounds.
Mineral waters can be:
Mineral still water (natural non-carbonated). It does not contain carbon dioxide in the proportion greater than the amount needed to keep the dissolved state hydrogen carbonate salts, but below 250 mg / l;
Natural mineral waters, natural gases. Their content in the carbon dioxide coming from the source, and, after the content is the same as the source;
Natural mineral waters, re-degassed or carbon dioxide from the source. These waters can have different content, after carbon dioxide from that of the source;
Natural mineral waters and aerated. These mineral naturally occurring carbon dioxide can be added other origin than the source, but for food.
Traditionally, mineral waters were used or were eaten directly from their source, often referred to as "water cures" or "cure healing" in places such treatment resorts, spa resorts, spas or springs. The term spa was used to determine where the water was consumed as a drink and used for treatment, and the term was used spring where the water can be consumed. Since ancient times developed active tourism centers around most of these places with sources of mineral water.
In modern times, it is customary mineral water to be bottled directly from the source and is distributed for consumption. Traveling at holding a mineral water source to directly access this source is now less frequently and in many cases not possible (because of exclusive commercial ownership over these springs).
In Romania there are many mineral springs, including: Govora, cap, Călimănești, Biborțeni, Zizin, Bodoc, Vâlcele, Covasna, Citrus, Sângeorz, Wah, Baile Slanic Lipova.
Marketing Strategy designates the defining lines of the company's attitude and behavior to achieve certain objectives. She is represented by all the concrete objectives to be accomplished in a period of time, means and methods by which they translate into practice, expressing trends and requirements that are necessary to achieve the performance set, whose level is measured using indicators economic, such as business volume, market share, profit.
Exclusive mineral water market is a narrow, centered connoisseurs, transforming the mineral water consumption into an art. Specific locations are exclusive four-star restaurants, bars specializing in water, class locations, where water is treated rather like a wine and taste them is greatly appreciated. The most prestigious brands on the market are: Bling, Ogo, Voss, Ty Nant, Tau, Elsenham, Ramlosa, Apollinaris, Saint Georges, Hildon etc.
Built by Jean Valvis, creator of brands such as LaDorna and Dorna, SC Carpathian Springs was founded in 2000 based on the experience of the team behind the success of Dorna mineral water. The genesis of Aqua Carpatica mineral water starts millions of years ago and it is the result of operation in geological time in skilful underground labs in the depths of volcanic mountains.
Valvis Holding launched in 2010, Aqua Carpatica, a new brand of mineral water. The new product is the purest mineral water in the world, after 5 years of study attested to the reservoir of natural mineral water Păliniș from Dorna country. Aqua Carpatica represents a single global source. In 2003 the country began prospecting Dorna’s area known for its hydrographic network rich in numerous springs of mineral water with therapeutic qualities. Aqua Carpatica is a trademark for the brand of mineral water. The origin of the name comes from the Carpathian Mountains: it is a spring water that sits there. Carpathian Mountains and pine forests are a natural barrier to preserve the original purity of this mineral water’s reserves.
The product portfolio represents the entire range of choice made by a company for a certain market, regardless of whether it is the manufacturer or distributor. The product portfolio can be characterized by a certain width, depth and coherence.
AQUA Carpatica carbonated natural mineral water is the only perfectly pure, with a concentration of 0 mg / l nitrates and nitrites. Nitrate and nitrite, water pollution indicators, are the consequence of a natural phenomenon of affecting ground water. Laboratory analysis revealed that Aqua Carpatica is a natural mineral water, naturally carbonated (100% natural CO2) ,with hydrogen carbonate, magnesian and calcic elements , devoiding physico-chemical and microbiological contamination. Due to very good levels of macro- and microelements of Aqua Carpatica’s carbonated water mineralization, consumption of this product can short fall minerals in the body by an intake of magnesium, calcium and potassium.
The activity of the company, regardless of the industry, must respond to multiple requirements: dynamism and capacity for innovation, adaptation, flexibility, vision, etc.
Carphatian Spring Company operates in an "agitated" and dynamic environment, resulting in the need for a permanent activity of the company to adaptations or external environmental requirements. Oganisation’s adapting to environmental or external conditions cannot be done in the absence of marketing.
CHAPTER I.
MARKETING STRATEGY – THEORETICAL APPROACH
1.1 What is a Marketing Strategy?
In a market economy, any organization and particularly an organization with lucrative designs its own policy, which shall elect directions of development in the future, as well as concrete ways of making its policy that must assure permanent on and market-development overall.
A component of enterprise policy is marketing policy which allows them prompt reception and real market signals and enable fast adaptation to changes in the market, with maximum efficiency. Thus, the company can accurately assess market parameters and allocate adequate resources available to real demand, may refer uncovered segments of the market and comparative advantages versus competitors.
In the current circumstances, no enterprise can afford to operate without having a clear view both in the short term and long term, that assures subsistence, and rationality, efficiency in terms of the environment and it becomes more complex and dynamic.
Compared to many changes that occur in both the microenvironment and in the macro-environment in which it operates, the company must show a certain behavior, a certain attitude that is focused on delineation of strategic directions and practical ways of making them, and reflected in the content marketing policy of the company.
In any organization the choice of business marketing strategy marks an important moment, what stage completes the defined mission and goals followed, based on a careful analysis and relevant to his situation.
Marketing Strategy designates the defining lines of the company's attitude and behavior to achieve certain objectives. She is represented by all the concrete objectives to be accomplished in a period of time, means and methods by which they translate into practice, expressing trends and requirements that are necessary to achieve the performance set, whose level is measured using indicators economic, such as business volume, market share, profit.
By adopting marketing strategy, one may state:
● position that the organization aims to provide in the market context;
● pursued goals;
● intentions by which it will achieve in a certain period of time;
● as a series of decisions, the marketing strategy aims finality to enterprise and reflect optimal business in an optimal period:
– Sphere of activity;
– Long-term orientation;
– Reactions to market demands;
– Attitude towards the environment and behavior in relation to its components;
– Way to adapt to dynamic environment
– Correlation of its work with the available resources;
– Option for some way forward, chosen from among several possible alternatives.
Successful strategies are those which determine market opportunities and competitive advantage, based on results of the control of marketing that brings out: risks, favorable situations, strengths and weaknesses of the organization. By putting them into practice is required to create such a system of relations between the enterprise and the environment as to ensure its placement in a better position as the confrontation with the other competitors.
To be effective, the strategy must meet several requirements to assure a perfect congruence with the aims and functions of marketing such as:
● maintaining a consistent between action and results;
● achieve close links between producers and beneficiaries;
● boosting sales by adapting production to market requirements in a short time;
● ensuring the conditions for obtaining information quickly and permanently on physiognomy, evolution of market demands and trends and so on.
As a central element of marketing, product strategy is established goals, values, attitudes and ideas prevalent in an organization in a given period. It formulates clear objectives to guide efforts to that stage you can mobilize. It finds that any company has available a small number of strategic options and therefore they must not only identified but also selected.
Finally, the marketing strategy adopted by the company for a period is the result of combining experience, intuition and hope the managers of marketing, science and art which they possess, is the result of the confrontation, compromise, negotiation and consensus.
Usually companies develop strategies on long, medium and short with clear, concrete, precise, lifelike detailing the appropriate tactics. In this way businesses respond both demands immediate changes in the environment, as well as the assignment to conduct long-term, allowing a unified vision, coherence and perspective.
1.2 The Marketing Strategy Structure
Each marketing plan should be tailored to your specific situation and needs of the business for which it is created. Even so, there is a basic structure which is mandatory for any marketing plan, be it for a brick factory, whether it is for a consulting company. A marketing plan should include market analysis, marketing strategy, sales forecast and budget for marketing activities.
The marketing strategy should include vision and company mission, its objectives, a description of your target market and positioning concerned. Also, this needs to be included in the marketing mix: product strategy, price, promotion and distribution. If a business area services, basic marketing mix should be complemented with personal details on strategy, processes and physical evidence (the 7P).
And where marketing plan as if the business plan, keep in mind that planning is important in the light of results and not simply by the existence of a written document, so that the most relevant aspect is implementation. Without action, any plan loses its purpose.
There are three types of marketing strategies, as following:
a. Defensive strategies (defenses)
b. Development Strategies
c. Offensive strategies (attack)
a. Defensive – these strategies are constructed to prevent the loss of existing customers. Considering the "weaknesses" of "SWOT" analysis , the strategy builds taking them into account.
Typical defensive strategies could be:
1. Improved company image;
2. Improving the quality / safety of products / services;
3. Improving the security of delivery;
4. Improving style presentation / packaging of the product / service;
5. Improving product performance;
6. Improving product durability;
7. Eliminating errors product; b. These development strategies are used to provide existing customers a wider range of products and services.
Typical development strategies are:
1. increasing the range sizes / colors / materials provided;
2. increasing the range of services offered;
3. increasing the range of options and features;
4. discovering new uses of the product;
5. developing a new product;
6. improves product in terms of protection mediului.c. Offensive strategies (attack) They are used to attract new customers.
Typical offensive strategies are:
1. changing pricing policy;
2. the use of new distribution channels;
3. finding new points of distribution;
4. entry into new geographic markets;
5. entering new sectors of industry.
A useful way of looking at various strategies is using a matrix Ansoff, by pursuing strategies more or less risky.
A marketing plan is evaluated according to the results they produce, so effective measures include a plan with specific activities and responsible for each action. Establish clear deadlines for the evaluation and review of the activities included in the plan. No matter how well the research was done and how beautifully formatted document, if you work every day to implement the actions contained in it, it's just a waste of time and resources.
1.3 Marketing Strategy Implementation
No matter how precise and realistic objectives would be set within an enterprise, unless choosing appropriate ways and means of achievement, that does not adopt a proper strategy, goals cannot be achieved. Therefore is very important for marketing strategy development which insures performance targets.
Developing and implementing marketing strategy is a comprehensive and permanent information, analysis and decision, an exhausting process of searching for optimal solutions for solving problems defined. In recent decades we have witnessed the development of concepts, theories, techniques that contribute to the formulation of strategies, whose synthesis we find embodied in the strategic planning process.
Strategic planning is the process of formulating objectives and long-term strategies for a business or strategic unit activity by linking resources with existing opportunities aiming to thus define and achieve concrete objectives, obtaining the desired position, risk reduction , errors and finding the best solutions to achieve maximum benefit. The essence of strategic planning is reflected in its Strategic Plan, which together with the tactical plan, is the central tool for targeting and coordinating the marketing effort of the organization in the future orientation of its activity.
Marketing strategy decision is an act that expresses the result of a complex process, whose foundation involves: analyzing strategic alternatives and formulating strategic factors that will choose the strategy for each phase, product or market.
The ensemble includes factors that influence company strategy: on the one hand exogenous factors she cannot handle because they belong to the market and endogenous factors, which belong to the enterprise and its control.
High capacity external factors uncontrollable by influencing enterprise, must therefore be known and analyzed to predict their evolution and the manner in which the work will affect the company. The most important external factors include: current and potential customers with their behavior, competitors with the position that they hold on the market, distribution policies used all macro components.
Internal factors represent the company's resources: financial, material and human resources are available to them and may assert needed.
It is ideal to synchronize the actions of the two categories of factors, but in practice it is difficult to achieve and therefore it requires businesses to demonstrate flexibility, mobility, flexibility in combining the action of two sets of factors.
In designing the marketing strategy must start from the organization's competitive position, the place she wants to deal with the potential that it has available and the competitive environment in which it operates.
As basic steps in developing marketing strategies, there are:
Defining the company mission and that it must cover all planning activities
Assessing the situation – analysis of internal and external factors
Preliminary objectives and performance – based on past performance and the company's initial projections, the corrections imposed by actual achievements
Strategic development – identifying and assessing strategic options and choosing one of them
Implementation – includes Action Program, budgets and functional graphical achievement in time
Monitoring activity given the objectives pursued
Developing and implementing the marketing strategy involves on the one hand directing the achieving its strategic objectives, which require action such as: market segregation, the designation of the target group and positioning of the product or service, and on the other hand, the composition of the marketing mix that will implement the chosen strategy.
CHAPTER 2.
AQUA CARPATICA’S PRESENTATION
2.1 General information
Exclusive mineral water market is a narrow, centered connoisseurs, transforming the mineral water consumption into an art. Specific locations are exclusive four-star restaurants, bars specializing in water, class locations, where water is treated rather like a wine and taste them is greatly appreciated. The most prestigious brands on the market are: Bling, Ogo, Voss, Ty Nant, Tau, Elsenham, Ramlosa, Apollinaris, Saint Georges, Hildon etc.
Built by Jean Valvis, creator of brands such as LaDorna and Dorna, SC Carpathian Springs was founded in 2000 based on the experience of the team behind the success of Dorna mineral water. The genesis of Aqua Carpatica mineral water starts millions of years ago and it is the result of operation in geological time in skilful underground labs in the depths of volcanic mountains.
Valvis Holding launched in 2010, Aqua Carpatica, a new brand of mineral water. The new product is the purest mineral water in the world, after 5 years of study attested to the reservoir of natural mineral water Păliniș from Dorna country. Aqua Carpatica represents a single global source. In 2003 the country began prospecting Dorna’s area known for its hydrographic network rich in numerous springs of mineral water with therapeutic qualities. Aqua Carpatica is a trademark for the brand of mineral water. The origin of the name comes from the Carpathian Mountains: it is a spring water that sits there. Carpathian Mountains and pine forests are a natural barrier to preserve the original purity of this mineral water’s reserves.
Studies and analyzes completed in 2010 indicates a natural mineral water, naturally carbonated, microbiologically pure, but especially rich in nitrogenous compounds and microbiological populations. All these features transform Aqua Carpatica mineral water in one of the most purest in the world. Aqua Carpatica, located in Dorna region is the only source of mineral water in the world containing zero nitrates (nitrate) (NO3 = 0 mgr / liter) being in a practical and proven analysis after 5 years, the purest mineral water in the world, according to aid Jean Valvis, Aqua Carpatica’s trademark.
Aqua Carpatica consists of Aqua Carpatica Company and its bottlers. Each component adds value to the process and contributes to its success.
Suppliers contribute with materials such as ingredients, packaging and transport.
The Aqua Carpatica company realizes still and mineral concentrate water, formulates quality standards and brings marketing and strategic experience.
Bottler produces and distributes products, but also it offers clients access to consumers.
Consumers express their desire to buy their product, along with assessments of the degree to which certain products satisfy their needs or not.
A closer contact with Romanian market could be translated mainly through commercial partnerships developed in our country. Over two thirds of the raw materials needed for the production process and an important part of services (advertising, public relations, transport or distribution) are acquired from Romanian suppliers. Through one of the largest retail networks in the country, Aqua Carpatica products are currently available in over 70,000 outlets in Romania.
In the period since The Aqua Carpatica is present in Romania, the investment in the Romanian economy amounted to million euros, paying each year fees, while 70% of the raw materials necessary for production ( bottles, labels, refrigerators, etc.) and services (media agencies, public relations, transport) are purchased from Romania, from Romanian suppliers.
Romania has a major, constant tendancy over the past years to maintain and improve the Aqua Carpatica group's financial results, a fact confirmed by reports that investors made .
As part of its development policy, Aqua Carpatica promote its consistent principles and values on the national market, offering to Romanian consumer permanent business partnership, together with products and services of the highest quality, while respecting the customs and culture of the communities in which it operates .The success of Aqua Carpatica in Romania is due, to a large extent, the popularity of the brand still enjoys before its officially entrance on the market and company's ability to implement after launching in our country a well placed system of bottling and distribution. After familiarizing with this drink, the Romanian people were conquered by the unique taste of water.
Nothing resembles the taste of bottled Aqua Carpatica mineral water. But taste is not everything. It matters greatly that the company creates connection between the brand and consumer. Therefore, Aqua Carpatica tried to enter in everyone's life in a pleasant way.
Aqua Carpatica can be traced in the history of Romania in an original way, through promotions and advertising campaigns who scores evolution. The messages were talking about Aqua Carpatica and values that match unforgettable moments in the company of the loved ones, celebrated with delicious and full of flavor drinks, which always reminds that life tastes. Aqua Carpatica is found in the adventures of youth, adults accomplishments in the memories of those who travel and whose friendships bind forever, a part of the story of all and of each one.
In this respect, the organization’s structure and human resources is recognized by the unique identification code: RO13290801, while its no. trade register is represented by J33 / 358/2000 and regarding the state society, it was recorded data from 15 august 2000. The society was founded in 2000 respecting the caen code 1107. Also, the type of business was the one of production of soft drinks, production of mineral waters and other bottled waters.
People in management positions within the Aqua Carpatica entity are Romanian citizens, who occupied lower positions within the company, but they showed professionalism that has propelled him to positions with greater responsibility. Managers at the head of departments such as: sales, production, warehouse. Staff are also people who have advanced the corporate ladder because of the professionalism they showed.
The structure and organization of the company is very flexible to be effective in different situations. Each manager prepares and supports his replacements. As the structure becomes more complex and more experienced staff, more decisions taking daily activities are taken from the pyramid.
Marketing department staff has an average age of 26 years. The Marketing manager coordinates the entire department taking about all bottling centers. He also liaises with all suppliers and major customers. Trade promotions and activities coordinator follows through all the steps in organizing promotional campaigns and program implementation:
– RSP (recommended price compliance) – set prices to maximize profits customers;
– PBS (permanently sections of soft drinks);
– VIP (club of the most important clients of the Company);
– Global Score (monitoring program execution in the market)
In this respect, one may observe that the company’s structure is represented by the following:
Source: chart realized in accordance with Aqua Carpatica’s internal situation
Shape no. 2.1 Aqua Carpatica’s organisational structure
Coordinator of the event at special sponsorships and sampling organizes and monitors the smooth running of special events and sponsorships made by Aqua Carpatica enterprise, as well, sharing of sampling (offering free Aqua Carpatica products in order to increase customer confidence in these products). Coordinator monitors distribution of fixed assets in the market: refrigerators, boxes, shelves, illuminated signs, coordinating refrigeration dealing, repairing refrigeration , bright signs and equitable distribution (based on sales) of fixed assets.
Merchandisers participate in all activities organized by the department of marketing: sponsorship, samplings, training visits, survey sites (checking market activity) and the merchantizarea products in the market.
In the analyzed unit there is a working shift of 117 employees, respectively a Regional Sales Director (Regional Sales Manager), an Area Sales Manager (Area Sales Manager), a Director of Distribution, nine managers of teams of sales, sales agents and distributors (drivers).
Human resources is ensured by the Department of Human Resources, subordinated to the Administrative Director. Regarding human resources strategy and its implementation, this department deals with predilection of some of the activities related to human resources management, the rest being independent covered in each department.
The Human Resources department is mostly involved in activities pertaining to:
1. Calculating the required workforce
2. Recruitment
3. Compliance with legislation on labor relations
4. Workloads
5. Evidence of staff
Personnel selection is made within each department without the active involvement of the Human Resources Department and closely follows the company's organizational chart.
2.2 The Aqua Carpatica’s portfolio
The product portfolio represents the entire range of choice made by a company for a certain market, regardless of whether it is the manufacturer or distributor. The product portfolio can be characterized by a certain width, depth and coherence.
AQUA Carpatica carbonated natural mineral water is the only perfectly pure, with a concentration of 0 mg / l nitrates and nitrites. Nitrate and nitrite, water pollution indicators, are the consequence of a natural phenomenon of affecting ground water. Laboratory analysis revealed that Aqua Carpatica is a natural mineral water, naturally carbonated (100% natural CO2) ,with hydrogen carbonate, magnesian and calcic elements , devoiding physico-chemical and microbiological contamination. Due to very good levels of macro- and microelements of Aqua Carpatica’s carbonated water mineralization, consumption of this product can short fall minerals in the body by an intake of magnesium, calcium and potassium.
There are many variants of carbonated mineral water, as follwoing:
Aqua Carpatica- Sparkling mineral water – 0.5l and 1.5l
Source:www.aquacarpatica.ro
Shape no. 2.2 Sparkling mineral water
AQUA Carpatica Forte mineral water – enriched with natural carbon dioxide – 0.5l and 1.5l
Source: www.aquacarpatica.ro
Shape no. 2.3 Forte mineral water
AQUA Carpatica still mineral water bottled in three types of recipients (bottles) – 2l, 1.5l and 0.5l
Source: www.aquacarpatica.ro
Shape no. 2.4 Still mineral water
AQUA Carpatica still mineral water is an oligo-mineral (with low mineral content) type of water recommended in daily nutrition to children. In addition, due to its low sodium composition, AQUA Carpatica is an ideal water for dietary and it is recommended in sports activities that require the deposit of an effort as it contributes in a great deal to maintaining balance of athletes physical and mental health.
AQUA Carpatica – 5 liters
AQUA Carpatica version of 5 liters of water comes from the spring Haja spring and from the Bajenaru one, two sources very similar in terms of physicochemical composition.
Source: www.aquacarpatica.ro
Shape no. 2.5 Sparkling mineral water
2.3 The economic and financial situation
Performance analysis of a company (companies) plays a decisive role in determining the strategy followed it all the more during the financial crisis.
Table 2.1.
Turnover of SC CARPATHIAN SPRINGS SA during 2014-2016 (lei)
Source: Data processed according to the unit's internal situation
The turnover recorded a fluctuated trend during the analyzed period. So, from a minimum turnover of 33,589,283 lei registered in 2014 it reached a maximum turnover of 69,434,968 Lei in 2016.
The increase of the period’s last year compared to the reference year 2014 was emphasized by a percentage of 2.07%. In this respect, in the context of the current economic climate influenced by economic and financial crisis, the company is likely to meet the main goal, respectively to achieve a productive activity, together with survival on the market.
Table 2.2.
Total income of SC CARPATHIAN SPRINGS SA during 2014-2016- lei
Source: Data processed according to the unit's internal situation
Realizing financial exercise of the activity developed at level of CARPATHIAN SPRINGS group, one may observe that revenues recorded an upward trend during 2014-2016 respectively from 36465399 Lei in 2014 to 77625104 Lei in 2016. Comparing to the last year of a regular checkup 2014, considered the reference year for this study, the increase was represented by a rate of 2.13%. Thus, one may consider that the company's revenue growth model was based mostly on stimulating domestic demand but also the expansion of the food sector.
Therefore, revenues recorded at the amount of CARPATHIAN SPRINGS proceeds means in the context of processing of raw materials and culinary achievement, as these are represented by total sales.Incomes are usually represented by operating income, financial income and extraordinary income. However, the company CARPATHIAN SPRINGS had no exceptional income given that during reviewed period it has not received money from fines in compensation, donations or sponsorships. Also, the company did not recorded any revenue from development of certain scrapped fixed assets.
Table 2.3.
Total expenses of SC CARPATHIAN SPRINGS SA during 2014-2016 –lei-
Source: Data processed according to the unit's internal situation
In terms of financial results recorded by the company, its growth model is not sustainable. In this context, with increasing company revenues, there is a downward trend, with fluctuating trends of total expenditure in 2014-2016. These expenditures were made by utilities, raw materials, with goods, personnel, depreciation, and operating, However, reporting the situation of 2016 to 2014 one may observe an increase of 2.14 percentage points.
At an overview, it can be seen that the group is found where revenues> expenses, economic and financial result is positive, favorable and profits generator.
Table 2.4.
Profit of SC CARPATHIAN SPRINGS SA during 2014-2016-lei-
Source: Data processed according to the unit's internal situation
The company CARPATHIAN SPRINGS carries out a profitable activity. Thus, in the first two years of 2014-2016 period, there was a trend that net profit and the gross one followed downward and in 2016 both indicators increased considerably.
The fact is that both net profit and gross profit registred slight decreases in 2016 compared to 2014, with 0.72% and 0.87%.
Table 2.5.
Profitability indicators of SC CARPATHIAN SPRINGS SA during 2014-2016 -%
Source: Data processed according to the unit's internal situation
Analyzing the profitability indicators of CARPATHIAN SPRINGS business unit, gross profit margin passed through a variable trend year by year respectively from 1.13% in 2014, it decreased to 0.15% in 2015 and then it registred an increase to 0.48% in 2016. The same trend is followed by the net profit margin.
The main objective of the company represents, among other things, maximizing the investment. Therefore, a large amount of equity’s return indicator highlights that the investment was converted to profit, considerably by the company management.
Focusing on a financial rating of 7.4 out of 10 for the year 2016, one may observe the low insolvence probability of the company, represented by a percentage of 13%. The company is in a normal financial situation compared with the industry. The level of operational profitability and solvency indicators have indicated a comfortable financial position. However, there is a possibility that in the next 6-12 months, the company will provide certain operational and financial risks. It is recommended, therefore, a more frequent monitoring of progress in the case of this company.
Table 2.6.
Indicators of risk / debt of SC CARPATHIAN SPRINGS SA during 2014-2016 -%
Source: Data processed according to the unit's internal situation
Regarding solvability, company's indebtedness is not an alarm signal even if it follows an upward trend in the first two years, from 0.85% to 0. 68%, and increasea slightly in 2016, reaching 0.91%, it remains at relatively low levels.
Table 2.7.
Activity indicators of SC CARPATHIAN SPRINGS SA during 2014- 2016
Source: Data processed according to the unit's internal situation
Rotation of assets evaluates the effectiveness of fixed assets obtained through the turnover analysis of a certain amount of fixed assets.
The company CARPATHIAN SPRINGS rotation speed of current assets presents the most important influences on performance indicators of the company. Measured in a number of days, this indicator follows a downward trend in the first two years of the period, from 172 days in 2014 reaching a total of 155 days in 2015, while in 2016 the trend has slightly increased, respectively with one day in comparison with the previous year.
Accelerating the rotation of assets is a process that leads to a positive development of the company's economic and financial situation, while slowing it down is a process marked by a negative trend.
CHAPTER 3.
EXTERNAL MARKETING ENVIRONMENT ANALYSIS OF AQUA CARPATICA
The activity of the company, regardless of the industry, must respond to multiple requirements: dynamism and capacity for innovation, adaptation, flexibility, vision, etc.
Carphatian Spring Company operates in an "agitated" and dynamic environment, resulting in the need for a permanent activity of the company to adaptations or external environmental requirements. Oganisation’s adapting to environmental or external conditions cannot be done in the absence of marketing.
3.1 Aqua Carpatica Micro-environment Factors
Marketing microenvironment of Carphatian Spring company shows the factors inside and outside it that directly influence the ability of the company to achieve an offer to the expectations of consumers and society. The most important components of the internal marketing environment are:
its reputation and prestige
Carphatian Spring Company appeared in a market where there were already famous companies national and multi-national ROMAQUA, Biborțeni, PerlaHarghita Rio Bucovina. First, the newcomer in the market, Carphatian Spring tried to remove these disadvantages by other advantages: low prices, promotions, efficient logistics, raffles; more opted for an aggressive promotion, considering the ethnic groups of diverse backgrounds, promoting products in foreign languages and chasing an effect at the population level mainly linguistics at zonal and national level.
Marketing function integration
concept and way of thinking that orient marketing activity.
The company recorded great successes Carphatian Spring market just because of the way he understood marketing activity based on the orientation of the consumer business and society. Carphatian Spring knew from the beginning how to act to impact the target audience, marketing with decisive role in this respect because the manager has adopted a proper promotion of the company and the range of products offered or above customer expectations.
Microenvironment external marketing of the company
Analysis of workforce providers
The human factor is currently considered the most important resource of the company, Aqua Carpatica following the selection of a suitable staff business requirements. In order to promote the supply of jobs available, the company turned to various media (radio, TV, press, internet: web) meant to attract the attention of potential employees, and services Office of Workforce, Job Fair and House unemployment.
For selecting human resources for employment purposes, the entity has used a specialized company in this regard in direct connection with HR managers from Aqua Carpatica.
Analysis of external service providers for company
It enables service providers of practical implementation of producers’ marketing orientation regarding goods and services.
The main categories of intermediaries who seek to Carphatian Spring company are:
• wholesalers intermediates with commercial functions are included here alongside with some companies supplying commodities retailers.
• intermediaries specialized in services marketing- In terms of promoting products, companies collaborating with Aqua Carpatica are grouped according to the media which is known image of the company:
Radio Advertising: Radio MIX FM, Radio Kiss FM, Radio Romania News, Radio Magic FM
TV advertising: ProTV, Antena 1, Antena 3, Antena Stars, Realitatea TV, TVR 1, TVR 2, ZU TV
Writing advertising: Jurnalul National newspaper, EvenimentulZilei newspaper, Click newspaper, Libertatea Newspaper, Formula AS, LibertateapentruFemei, Click pentrusanatate magazine, Unica magazine, Elle magazine.
Advertising: EventExpress
financial intermediaries
Another category is that of service providers enrolled in banks and credit organizations, insurance companies. The most important financial intermediary that facilitates Romanian Commercial Bank is the most important transactions from daily cash flow control to the provision of salaries of our employees through card services.
Suppliers of raw materials
Raw material suppliers consist of businesses that by their offer provided the necessary conditions for the activity. The required resources for developing the company’s activities are generally, materials, equipment, goods, energy, different components, machinery, information, manpower and money
Providing the necessary resources to carry trade activity of the company depends on Aqua Carpatica relationships between sale – purchase with suppliers of goods.
The companies with which Carphatian Spring company collaborates are mainly local suppliers.
NOVIS, CLUJ- Labels, posters, booklets ; CROWN INTERNATIONAL, IASI- Staples ; 3P ROMANIA, IASI- crates ; STIMET, SIGHISOARA- bottles ; GMH, SUCEAVA- Cardboard.
Aqua Carpaticaalsoworkswithmanyexternalsuppliers of promotionalmaterials:
DIMOLAS & CO, GREECE; HELGE & HOLGEBERG, SWEDEN; CURVER, HUNGARY; FOTINOUPOULOS, GREECE; PAUL FLAM, USA,but most are domestic suppliers, such as: TH INVEST, IASI; 3P ROMANIA, IASI; EXCLUSIV SIGNIS, IASI; METALCO, IASI; MULTICOLOR, IASI; PRINT COLOR, IASI; ELTIRX, BUCHAREST; SMAPLAST, BOTOSANI.
Carphatian Spring company promotes conceptual business without borders, given that its suppliers are no longer considered out-siders, but reliable partners involved in a process of global business, while customers are seen as far the real "vital blood of the company."
Company’s competitors
In my opinion, competitors of Carphatian Spring company constitute an important link that allows to optimize and improve economic performance, especially indicators of profit, even to review the performance of the whole business by offering more attractive price and quality consumers.
Thus, the company has to constantly compare products, prices, distribution channels and promotion actions with those of competitors.
Currently, Carphatian Spring company is the one with the highest sale on the mineral water market, demonstrating that can be competitive in any conditions, displacing sale of products of companies such as SC Romaqua Group SA, S.C. RIO BUCOVINA S.R.L., SC BIBORTENI SRL, S.C. PERLA HARGHITEI S.A, SC DORNA APEMIN S.A.
As concerning me, ROMAQUA GROUP has made significant investments in recent years, counting primarily on leading technologies and equipment worldwide to ensure getting a finished product with the highest quality standards.
The undisputed position of leader on the Romanian mineral water bottlers to ROMAQUA GROUP is supported by the largest capacity for the production and bottling of natural mineral water in glass and PET bottles.
I also think that Rio Bucovina is an important player in the market, being among the top three manufacturers and distributors of natural mineral water. Rio Bucovina group has as main activity the production, importation and distribution of fluids (non-alcoholic beverage type) and non-food cold. Rio Bucovina company has as main activity bottling natural mineral water and soft drinks production. The company divesifies its range in the distribution, including currently a wide range of food items and nonalimentare and it has over 500 permanent employees, headquarters (in Bucharest), 11 Representative division and two production facilities.
Most of the mineral water market growth in 2014 was provided by the return Biborteni brand, product that was missing completely from the shelves in 2012 and 2013. Biborteni launched in three variants soda carbonation to address several categories of consumers. The company predicts that the 3 types of mineral water will increase sales by 25-30% in 2017 compared to 2016. In addition the company has high expectations and Valley Trees – Biborteni product price segment value for money – which should increase sales by at least 20%. Objective, Biborteni aims to maintain its market share and earn 5% in one year, 1-2%.
The company Perla Harghitei S.A., the mineral water bottler of Perla Harghitei, Tiva Harghita, Cristalina and of the carbonated soft drinks Allegria trademarks, has 6 bottling lines delivered by Co. KRONES, having a daily production capacity of 1.68 million liters/day, out of which 1.344 million liters per day in PET bottles and 336,000 liters/day in glass packaging.
The confirmed quality and modern bottling technology bestows Perla Harghitei a high standard, the Perla Harghitei brand – the most recognized under the company’s products, is a natural mineral water for everyone, recommended for daily consumption. Thanks to the mineral balance, taste and natural purity, Perla Harghitei is not only a mineral water, but is one of the wonders of nature. Enjoy Perla Harghitei. Love the nature!
The Perla Harghitei mineral water is a miracle of the nature: without human intervention, the mineral water is microbiologically pure and perfectly balanced in minerals and carbon dioxide. To preserve this unique quality, we treat our products with great care – from the source to the bottle.
Carpathian Spring SA company stands out from the competition by:
discounts
quality of staff and services
developing long-term relationships with clients
trust that try to create in deceiving consumers
promotional activities involving youth
Clients
In recent years companies had to face growing competition and they managed to survive on the market only if they adopted a policy based on customer and marketing. Carphatian Spring company, operates mainly in the markets of individual consumers and households consisting of people who buy goods and services for personal consumption, but may serviced and industrial market (large and small). Carphatian Spring success is due to long-term competitive relationship with consumers, offering them high quality. The consumer occupies a very important place in objectives and future decisions that the enterprise takes, the company's relations with consumers being shaped by a number of strategic orientations:
• attention to maximum customer satisfaction to get the quality and value, in more favorable monetary conditions.
• reducing the delivery time of products on the market
• creating long term relationships with clients.
Carphatian Spring’s running its different variants addressing market growth. So Carphatian Spring SA addresses a growing mixed so extensive one, following the recruitment of new customers effective from competition and high growth through customer loyalty owners own, chasing and increased acquisitions average achieved by them in a year.
A customer cannot remain faithful to a single product, a single firm, but the company is always oriented to customers who are not yet effective ~ leftover relative.
In order to achieve / obtain satisfaction of the customer, the marketing department of the company is creating a superior system of providing value to the customer, starting from the premise that buyers of Aqua Carpatica products prefer not only the product itself but also other issues related to a high degree of customer service, based on quality, service, cleanliness and value. At the moment, clients primarily appreciate the quality of products offered, the ease with which the product can be purchased and even price. Company profits are growing, the natural result of "satisfying" clients. The essential quality of company earnings is obtained either position detrimental to competition or by filling those portions free.
3.2 Carphatian Spring Macro-environment Factors
The activity of the company, regardless of the industry, must respond to multiple requirements: dynamism, capacity for innovation, adaptation, flexibility, vision, etc. Carphatian Spring company operates in an "agitated" and dynamic environment, resulting in the need for a permanent company’s activity to adaptations or external environmental requirements.
Demographic environment represents the population and its institutions, people belonging to the area of activity of the company. A number of significant changes in demographics (emphasis aging population, the proliferation of non-traditional families, declining birth rates) is reflected in a significant way on the purchasing behavior of the population, the size and structure of demand. These attributes are used by the enterprise in determining the potential market size in developing estimates on demand for products and services, setting just the right mix for the market. Demographic attributes can provide clear indications on the structure of the product range, the price that consumers are willing to pay for these products, how best to distribute them, and the most suitable promotional activities. Among its most important aspects that need to be known and must be analyzed, gender structure of the population belonging to the Carphatian Spring company’s market, both in terms of volume and dynamics and evolution over time.
Consumer behavior is influenced to some extent by lifestyle and education in their possession, observing a prevalence of traditionalists and ambitious. Another demographic factor is the habits and behaviors of acquiring consumer goods. Thus, three out of four people who tend to shop in household purchasing only what is necessary to products. An analysis of the population structure by income and education leads to the idea that this mode of acquisition is rather specific categories of persons with low income and education lower. As one increase the level of education or income level staff, there is a significant increase in the percentage of people who used to buy products in larger quantities to reach for a longer period of time.
Purchasing behavior of a wide range of products is more pronounced in people with high income and high education. Environment demographic is one of the dominant factor of demand for products Carphatian Spring company, but the target market of the company comprises lesser legal entities, focusing on meeting the requirements that belong to individual consumers, individuals.
Natural environment
Economic activities are directly related to and influenced by the natural environment. Contact economy, natural environment directly manifests the extent that involved natural resources as inputs in the production processes controlled undertakings. The natural environment has, therefore, a role increasingly important in the current period in the design and development of economic activities. Natural conditions determine how the location, distribution in space activities of the economic entity, directly influencing the company's business objective.
The degree of accessibility is facilitated physical infrastructure, and other factors in the field are configuration of the land, hydrographic network, weather conditions, soil resources, attractions, etc.
The economic environment
Evolution of economic life is found in the purchasing power of consumers and how to spend revenue. Among the factors influencing purchasing power are: inflation, price developments, consumption patterns of the population, unemployment rate, export and import of goods. The inflation rate has a major impact on the Carphatian Spring company's marketing efforts, a rate of 1.4% (this is its current value) representing an economy that follows the path of recovery and therefore a high marketing potential. Besides inflation, other indicators with macro effects on the Company are: consumer price index, increased the number of employees, the number of unemployed and the unemployment rate.
Another feature as important in analyzing the economic environment is the structure of consumer spending.
The way people distribute and allocate revenues has an important role in analyzing and forecasting demand for certain products. In this case, Carphatian Spring tries to attach particular importance to the required products but also complementary products for leisure. Another reason for enduring nature of economic growth is the quantitative developments, especially structural exports and imports.
The technological environment
The technological environment is an expression and a consequence of the scientific research and technological development. Comprising all the elements of a technical and technological impact on the company, this category of factors has left its mark on the degree of technological endowment, the pace of modernization products and technologies and the innovation process.
Regarding the degree of development of technology, a fundamental element is the mode of allocation of resources for the purchase of tangible goods. We see a large increase in the allocation of funds in the retail and wholesale both because of the increasing number of organizations, and the effect of increased competition. Also significant investments were made in the field of environmental protection by promoting organic products, but also to protect and eliminate pollution results. Foreign capital penetration leads to filling its own financial resources, increases the possibilities of winning, helps accelerate competitive position, competitive, support private initiative, facilitate penetration on certain foreign markets.
The technology can determine how to meet certain needs of consumers and influences marketing decisions on new products and services, packaging, promotion, distribution. Technology is expensive, a solution for the company would be to achieve a maximum mass production and sales more efficient. It seems like information technology tends to occupy an important role in the market, supplying causing this type of technology getting better results in all areas.
Regarding techonological aspects, Charpatian Spring follows a well-defined process control:
Control the flow is divided into:
– The manufacturing hydrogen;
– Packaging.
Control the flow includes the following steps:
1. obtaining – water should be checked in the following ways:
– PH value;
– Conductivity;
– Containing chlorides;
– Organoleptic analysis;
– Fill volume / level;
– Carbonation (if carbonated water).
2. Packing:
– Handling bottles;
– Closing;
– labeling;
– Coding;
– Individual packing, packing boxes, stacking
The cultural environment
The cultural environment contributes to express the market requirement by providing that both kinds of products and their distribution manner and the content and form business communications market, the messages transmitted. The cultural impact on business activity is subject to a number of characteristics: long lasting fundamental cultural values, every culture is composed of secondary crops, cultural values while secondary turns. The main cultural values of Carphatian Spring society can be found in people's conceptions about themselves and others about their fellows and their conception about the organization, society, nature and the universe.
Many primary cultural values correspond to cultural value side. They have evolved in nature and express phenomena and processes with a strong impact on the shares of companies. These can include family reflected this decline, the number of divorces, the decline in occupancy women nonconformity in dress, demeanor, entertainment. All these are found in a certain lifestyle of the population that cannot be ignored by Carphatian Spring’s marketing specialists.
The political environment
Marketing decisions of Carphatian Spring SA are strongly influenced by developments in the environmental components of this political environment. Knowledge have an important determinant in the decision to enter a foreign market. However, politico-economic system enables wants to attract foreign institutions in Romania.
The institutional (legislative) environment
The regulatory environment encompasses all the legal rules and legal acts regulating the conduct of commercial activities of companies. Institutional legal environment includes not only domestic but commercial legislation and regulations established by competent international bodies. Major importance has Carphatian Spring’s legislation on environmental protection. The requirements imposed on products and services provided by Aqua Carpatica company pursuing sound pollution prevention, chemical and bacteriological. Legislative and economic environment of Carphatian Spring company provides:
• Protection of interests of producers and to promote fair competition
• Protecting the interests of individual consumers and society
• Protecting the environment.
3.3 Aqua Carpatica Market Characteristics
In terms of the latest technology developments, currently, each consumer can taste the mineral water his body right. On the Romanian mineral water there is a wide assortment quite generous: carbonated or flat, low, medium or heavily mineralized – it would be a general classification as varying the concentration of different substances existing mineral waters (such as iodine, bromine, sulfur, calcium, magnesium, sodium, carbon) knows wider values.
Imports of mineral water are insignificant, they cover only 1% of consumption, due to the reason that transport has a large share of the final price. Bottled water in Romania is 2.5-3 times cheaper than similar water, brought from abroad. In Romania joined marks Perrier, Vittel, San Pelegrini and several others, with less weight, disposed particularly in restaurants and luxury hotels, where there are foreign citizens become familiar with these products. Exports are small, also transports putting in consistent price additions. Mineral water production is mainly for domestic consumption; only 2 to 3% is exported. If there are countries where the price of water is very high – such as Saudi Arabia or the US – and possible transport ships, business is good. Instead, water transport on the European continent by train or car is very expensive and not worth it. Domestic producers exporting water in Greece, Israel and the US, its main customers are Romanian communities who remained loyal to brands in the country. One of the reasons that can not be conveyed to export more to countries which already reaches Romanian mineral water is the fact that we have the necessary marketing and lobbying.
Mineral water market is addressed to all types of consumers because it is a commodity. They can be grouped according to different criteria used to obtain a clearer picture of the market strucurii.
Of those who consume mineral water, most people only consume carbonated water (66.7%), far from following those who eat only plain water (9.8%), and also there is already a small percentage of consumers just water dispenser (1.0%). It should be noted that a significant proportion of 18.9% of consumers while consuming mineral water carbonated mineral water and mineral water.
According to data from research agency Nielsen, 2015, the mineral water market reached a sales volume of 881.927 million liters, up 16% compared to 2014. Last year it sold worth 931.711 million lei, 21.2% more than the level recorded in 2007. in terms of product offerings, driven by the price / quantity, in 2015, sales have dominated large volumes (2 l, 2.5 l, 5 l and over 5 l), and in terms of the type of packaging, PET has increased at the expense returnable glass; it is among the buyers of mineral water, with a percentage of 83.5% and is followed at great distance from the glass-packaging 25.7%
Glass packaging is very common in small towns in Transylvania, and especially by the population aged 45 and 54, with a lower level of education and employees mostly as laborers. 5 liter cans are used rather people with higher education, living in Bucharest, income per family member exceeding $ 150.
Thus, according to Nielsen research, in 2008, the first position was claimed by the 2 liter bottles by 41.9% of sales volume. Second place went to packaging 5 l 15.5% of sales volume. The following positions are occupied by the packaging of 1 liter packaging by 11.5% and 0.5 l, preferably only 5.7% of shoppers.
Despite the fact that Romania holds nearly a third of the European mineral water (2500 springs representing 35% of mineral waters on the continent), Romanians annually consumes around 43 liters per capita, approximately two and a half times consumes less than other European countries, placing it on one of the last places in Europe.
Market development in 2015 compared to 2014 produced both by extensive and intensive about, but also about mixed. Extensive growth was achieved by attracting new customers among potential consumers. Mineral water market had an intensive development. This change does not intensive envisages increasing the quantity consumed, but its quality and frequency of purchase and consumption. Lately, but in the future, as producers say, will put more emphasis on quality. In recent years, consumers are more educated and more carefully choose the products they consume, especially given that they prefer not to drink tap water because of the mismanagement of bodies.
In this context, manufacturers are forced to meet consumers' demands, most of them investing lately in techonological peak of production. In terms of increasing the frequency of purchase, it relies on the fact that mineral water is of a higher quality, and those who do not belong to any category of consumers by frequency will opt for choosing this type of water .
Quantitative elements related to Aqua Carpatica water comsumption and purchase
Depending on the frequency of consumption in Romania, mineral water drinkers are divided equally into three categories of consumers:
• 33% – frequent consumption;
• 32% – average consumers;
• 33% – occasional users;
• the remaining 2% did not indicate how often consume this product.
It should be noted that in hot periods, around the holidays and in case of natural disasters, there is a higher frequency of use by consumers occasional appearance.
Further water consumption increases the disadvantage of carbonated payment (refer to bottled water). After the latest data, consumption of still water is about 56-60% and carbonated water just 40-44% ", according to the company Rio Bucovina .Peste 80% of consumers consume plain water and / or carbonated and only 17% of them combine alcohol with carbonated water.
Regarding the last two years there have been decreases in consumption of mineral water as a result of the economic crisis and lack of summer heat wave.
According to data from research of Charpatian Spring in 2016, the mineral water market reached a sales volume of 881.927 million liters, up 16% compared to 2015. Last year it sold worth 931.711 million lei, 21.2% more than the level recorded in 2015. in terms of product offerings, driven by the price / quantity in 2016, sales have dominated large volumes (2 l, 2.5 l, 5 l and over 5 l), and in terms of the type of packaging, PET has increased at the expense returnable glass; it is among the buyers of mineral water, with a percentage of 83.5% and is followed at great distance from the glass-packaging 25.7%.
3.4 SWOT Analysis
The following SWOT analysis highlights the main strenghts, wak points, opportunities and threats.
Tabel no. 3.1
Causal highlighting of strengths
Tabel no.3.2
Causal highlighting of weak points
Tabel no.3.3
Analysis of external envorionment– company’s opportunities
Probability
of
success
Impact on society –
Attractiveness
Shape no 3.1– Opportunity matrix
The Company shall seek to take advantage on opportunities 1, 3, 4, 5, 6 because they are major opportunities, which will lead to promotion of products on international markets and increase demand for products and at the same time should monitor the timeliness 2 promotion products must be carried out with maximum efficiency due to the existence of competition in the European.
Table no. 3.4
External environment analysis – Threats of the company
Probability
Impact on society
Gravity
Shape no.3. 2 – Threat matrix
Spring Charpatian company must try to protect against threats 1, 2, 3, 4, 5 as are major threats. With the penetration of the international market competition intensifies, with the possibility of reductive competitors; although inflation is significantly decreased, the annual inflation rate continues to be higher than the European average, Charpatian Spring was forced to take protective measures against them.
Conclusions resulted after SWOT analysis
Following SWOT analysis, ie identifying strengths, weaknesses, opportunities and possible threats respectively, in terms Flamingo can conclude the following:
Regarding the commercial capacity of the company, it is an efficient society. Market share increased which suggests maintaining the company's reputation among its customers and attracting new customers. The service quality and the range of products is high and prices are available to all types of clients, relatively low compared to those of direct competitors. The territorial distribution of services and products is not limited Flamingo registering a permanent development of chain retail store, in an attempt to totally satisfy market demands both domestic and international, which induces that Charpatian Spring is enough prepared in the geographical coverage of the application.
Charpatian Spring productive capacity of the Group is effective. Workforce is qualified, most with a high level of preparation, the result of a rigorous selection, creating – is a match between Group staff and clients. Charpatian Spring has a technology and a next-generation IT infrastructure, enabling it to keep pace with the competitive environment that is in constant development and change. In terms of organizational capacity (management) of Charpatian Spring, identify pluses in modern management system, the professionalism of people in top management positions, there is rich experience of managers to cope with market demands professionalism
CHAPTER 4.
AQUA CARPATICA MARKETING STRATEGY
4.1 Mission, Statement and General Company Objectives
A mission, a vision, a plurality of values – all of which provides a clear picture answer questions before defining any company, regardless of its size or nature of the goods / serviciiler offered this: "Who am I?", "What is the purpose of their work?" and "How shall reach the goal?". Aqua Carpatica mission represents a balance that weighs the actions and decisions taken for the proper functioning of both the company as a whole, and a staff that carry out the mission since the year the business started. It can be played through statements as may be simplistic, but Meanwhile confident, demanding: "to refresh the world in body, mind and spirit", "to inspire moments of optimism through our brands and our actions", "to create value and make a difference everywhere we engage "
The company mission is to be found in every glass of Aqua Carpatica water harmony, mineral energy, freshness and mountains history tails, of which it has its blessed water source. We combine vitality and purity to obtain a healthy product that contributes to the smooth functioning of the body.
The company intends to reach the largest manufacturing company in the industry by following a set of values and principles:
Consumers: Satisfying the needs of customers is the main activity and objective of all activities
Products: The company's success lies in providing superior quality products at competitive prices
Employees: Employees are the most important resource of the company
Nature: Aqua Carpatica water comes from the mountains, from an unpolluted area with a long tradition in water exploitation
The vision of Aqua Carpatica
The vision of Aqua Carpatica must be reported to the factors that influence daily activity such as staff, partners, profit, planet. Relationships with employees, distributors, customers and other individuals / interest groups are and will always be situated on margin win-win reciprocity is characteristic of any type of relationship provides durability. Aqua Carpatica has a responsibility to shareholders – the priority here is to maximize their long-term income, the client – anticipating and satisfying their wants and needs through products
As compared to the planet – being a responsible member that makes a difference and helping to build "support" communities. Company values serve as a compass for the shares held by it and provides a clear picture of its behavior, the way in which it interacts with the surrounding world. Values or rather types of values encountered in the Aqua Carpatica, though different by nature their area of coverage and highlights with clarity indisputable what is good, true community Aqua Carpatica : "What do we do well!" "be realistic!", "the courage to shape a better future" – are just some of values that led to the years of excellence.
4.2 Identifying Company Target Market and its Characteristics
The market to which it points is obtained by selecting well defined groups based on which will rotate the marketing plan (product, price, promotion, place). This is a limited market but at the same time creates a high demand for products. Bottlers and companies producing mineral / mineral water acquire large quantities of bottles that meet the quality standard offered by these.
These companies as potential clients will eventually look to their providers bottles innovation regarding shapes and materials, without the container retaining stop economic characteristic and low influence on the constitution of the final price of bottled up water.
Market segmentation is the process of grouping consumers according to common characteristics. A market segment is formed by a group identifiable with wants, needs, purchasing power, buying attitudes or habits similar to the characteristics of the product or service could satisfy.
Market segmentation made, criteria applied the main objective of market segmentation is to increase accuracy in marketing strategy, as explained in the previous slogan is where our plan
or you are oriented marketing mix. In Aqua Carpatica’s case within potential customers, where we identify all companies and brands that produce bottled water, and the company will focus on the market segmentation in those companies that have a certain reputation and massiveness in terms brand and sales.
These companies can provide a competitive advantage for our product from the point of view promotion, as well as the imposition of our brand give back to the company producing a promotional advantage. It would be a reciprocal promotional relationship. As for the consumer market as indirect our product, he acquires market "modified" product , being is clear that within the targeting criteria, geographic, demographic, pictographic and segmentation behavioral the following parameters are set:
Customer Profile to which I am writing, from the geographical parameters, demographic and pictographic can be considered, as following:
Geographically, it is a product of extensive national distribution and not will limit the market using this parameter, in fact apply some contra-segmentation on the market in this criterion is necessary because the massiveness and need sales large quantities of bottles is essential to sell our products competitive prices.
From the standpoint of direct clients (bottlers plants) according to distribution characteristic of our company reach any serious proposal stand the country and that this will become a competitive advantage, ie not only focus in the production of bottles for a geographical area corresponding to a bottler, also achieve reach any point of the country where there is any of above potential customers.
Regarding demographic characteristics, the market is determined by indirect consumer features specific age, household, gender, social class, income, occupation etc. To the As in the previous criterion this is specified with a more limited cuts but anyway it is not completely specific as it could be with another product specific or limited consumption.
Aqua Carpatica product will be offered by client to end customers, it will be geared specifically to a younger audience between 22 and 45 years old, singles middle class, who do not prioritize the amount of content on the design and container comfort.
The product, by geographic segmentation is not designed for public family who may choose higher water content. In connection to direct customers (bottlers), the companies such as Eco Andes, South Village, Villavicencio, Glacier, can provide a competitive advantage for our product from the point of view of promotion as well as the brand status they have.
The psychographic criteria is taken into account for indirect market segmentation pointed to a client that puts the brand and the acquisition of a product with value added through the same. The purchase by the customer specifies a brand in theory it offers a quality product over others aimed at an audience with different demographic characteristics to the previous point clarified.
A level of behavioral segmentation the market to which it points is determined by who purchase the product at supermarkets and kiosks. Those seeking the same personal use, and therefore daily frequent. Clarify the massiveness of the newly product and its high level of consumption.
It is also key clarify that the level of brand loyalty offer to take care of the bottled water with our bottle, a loyal consumer brand points or the bottle is a factor for obtaining loyalty to bottled up water companies.
At the level of our direct customers is important to note that the brand that deals buy our bottle and then commercialize packaged will be a 100% faithful and exclusive clients because the design will feature the unique production for that customer.
Aqua Carpatica natural mineral waters a balanced mineral content, low iron content, and a high concentration of CO2 and stable natural. All these features Aqua Carpatica positioned as one of the best natural mineral waters.
Aqua Carpatica natural mineral water is on top Romanian mineral water market and water Aqua Carpatica outstanding quality and constant promotion efforts have led to mitigate the seasonality by 15-20%.
According to a study by Daedalus Consulting company, consumers of mineral water Aqua Carpatica can be divided into three categories. Heavy users are those who consume soda in at least six days a week, this category comprising 56.8% of consumers. Medium users are those who drink mineral water between three and five days per week (28%) and those who are low users consume only one or two days a week (15.2%). Of those who consume mineral water, most people only consume carbonated water (66.7%) and long distance follow those who eat only plain water (9.8%).
A significant percentage of 18.9% of consumers while consuming mineral water carbonated mineral water and mineral water.
Over 69% of mineral water buyers acquires this product most often in grocery stores. Follow supermarkets as a source of supply (28.1%) and kiosks (17.0%), especially for Bucharest.
Water consumers pay are young, highly educated with high income per family member and come from small families.
Another study by Mercury Research in June 2015 shows that regions are distinguished areas of western and central Bucharest, where the consumption of mineral water is a little high compared to other areas. 53% of frequent mineral water are women and 47% are men. By age it was observed that those who are between 18-44 represent 65% of frequent consumers of mineral water, from the age of 45 years their numbers start to decrease slightly.
Regarding the educational level, most people who are frequent consumption of mineral water (79%) completed some form of higher education or average (at least high school) 9% are either executives or their own business, 14% are self-employed educated, skilled without 34% and 9% are graduate students.
Anecdotal same survey, consumers frequent mineral water have an active social life, compared to the average, are inclined to eat fast food (39%), restaurant (38%), play sports (26%), 11% of they saw at least two films in the last three months at the cinema. With regard to sex, men have a more active social life than women. For example, while attending equally centers, fast food, women are less inclined to play sports, only 16% of mineral water consumers practice any sport, while men are represented by a significantly higher: 37%.
4.3 Setting Marketing Objectives
Featuring a multidisciplinary field of action, primarily marketing provides a methodology to commercial decision which have techniques for collecting and analyzing information to ensure the development of profitable activities based on market intelligence.
Secondly, marketing plans intended to achieve the best Conditions: customer satisfaction and company profitability implicit in a dynamic business-consumer.
Lately Aqua Carpatica will witness increasingly frequent application of an integrated marketing enterprises. So instead consider consumer needs starting from the moment the product is manufactured, it is considered that the best way to meet their needs, is to intervene in the study of research or product development. An integrated marketing for various functions, which competes in the development and the provision of products or services, promote innovation (acting on medium or long term) and raises permanently maintain a high level of consumption.
The company pursues not simply selling goods, but aims to establish a permanent relationship, trigger reflexes loyalty and trust products. This enterprise-customer relationship is not rigid and fixed once and for all customers must be renewed constantly offering her new products.
In conclusion, object, marketing is a tool of decision-making and orientation economic policy of the company in the medium or long term, in order to achieve maximum benefits, by satisfying consumer in optimal conditions. The main purpose of the plan is to promote Aqua Carpatica .
The objectives of the plan are:
Identifying new target markets
Attracting a large number of customers within the target markets
Customer loyalty
Maintaining a strong image in the market for Aqua Carpatica and its customers through promotional campaigns and reminders.
The aims of the marketing plan are also improving company image through consolidation among customers and among the public as a strong company, serious, with a position clearly established on both the international market and on the domestic, and a range of products improved steadily. Product campaign is to promote the company and its products, presenting them as a traditional product on the market, and that
It offers a superior range of products compared to competitive advantages and especially due to the experience accumulated over time in this area. The manner to achieve the objectives is through promotion, appealing to a strategy based on various communication campaigns.
The turnover recorded a fluctuated trend during the analyzed period. So, from a minimum turnover of 33,589,283 lei registered in 2014 it reached a maximum turnover of 69,434,968 Lei in 2016. Regarding the turnover evolution, the company established a plan of objectives. The objectives of the plan are:
• Regional Expansion by opening new working places;
• Continuous improvement of the quality and timeliness of products and services to the domestic and international market requirements;
• Modernization of machinery and equipment;
• Staff training to increase the quality of products / services etc
The main purpose of the plan is to promote the brand Aqua Carpatica.
Identifying new target markets
Attracting a large number of customers within the target markets
Customer loyalty
Maintaining a strong image in the market for Aqua Carpatica and customers through promotional campaigns and reminders.
The aims of the marketing plan are also improving company image through consolidation among customers and among the public as a strong company, serious, with a position clearly established on both the international market and on the domestic, and a range range of products improved steadily. Product campaign is to promote the company and its products, presenting them as a product with tradition on the market, and offers a range superior product compared to the competition and benefits due in particular experience accumulated over time, in this domain.
How to achieve the objectives is through promotion, appealing to a communication strategy based on various campaigns adverstising.
In the multitude of promotional campaigns launched over time, mention the recently launched:
Charpatian Spring begins the year with two new campaigns
Another Aqua Carpatica campaign was launched internationally last year, implemented in several countries for this year to get to us.
Beyond TV and OOH billboards we see already all over town, MRM Worldwide released yesterday and online component that supports promotion at the retail level.
A position also has an important reminder that advertising is very important regarding products from the stage of maturity. Costly advertisements in 4 colors Aqua Carpatica products, found in stores is not intended to inform or persuade people to buy Aqua Carpatica, but to remind them to do so. A form is akin to advertising recall insurance advertising, seeking to convince those who routinely purchase a product that they made a good choice.
Choosing advertising objective should be based on a thorough analysis of the current situation on the market at the moment. For example, if the product belongs to a class of mature products, and the firm that holds the leading position in the market, and if use of the mark in question is low, the objective best brands that will be stimulating. On the other hand, if the product belongs to a new category of products and the company that sells it is not leading but that brand is superior to that offered by the leader, then the appropriate target market will be convinced of the superiority of that mark.
4.4 Aqua Carpatica Market Strategy
S.C. Aqua Carpatica S.A. operating in the region since 1995. The company sells two products: mineral water sparkling and still. Starting this year wants to launch a new product to market mineral water – mineral water enriched with minerals and vitamins. The product will be released simultaneously in Valcea region and Bucharest. Thus, one can compile the following classification of types of strategies chosen by SC Aqua Carpatica S.A .:
1.In depending on dynamic growth market strategy –mineral water market has a growth rate of 10%, so there are great opportunities for the market. Thus, SC. Aqua Carpatica was decided to enter new markets, the Bucharest Shortly following that extends to other markets (especially the Southern cities
2. Depending on the structure-differentiated market strategy – our assortment is varied to suit all categories of clients. The company tries to cover both carbonated mineral water demand, and demand for mineral water. Also, the desire to satisfy the consumer who wants to "do not drink plain water" and buy water with added minerals and vitamins.
3. Depending on market changes, activating strategy we chose this strategy to support our customers' expectations, whose requirements are growing.
4.In-strategy according to market requirements novel high consumer demands – mineral water is demanding attention to what they buy, the advantages that they offer the product. Health is very important to him and therefore only buy higher quality products. By tradition, promoting the highest quality is based on different standards.
5. Depending on the level of competition-offensive strategy – mineral water market is presently dominated by the "big seven" .In the future we expect a shift in this field, our company trying to integrate one of them. The company wants to increase market share.
6. Differentiated Marketing Strategy. The company will create
separate bids for each segment. Aqua Plus addresses all consumers, regardless of gender, age, education, etc., but especially athletes and people who are intellectual. This activity, there will be a demand for the type of Aqua Plus (both market and market area Valcea Bucharest ) and another type for the other two types of mineral water will penetrate the market and capital.
7. It will also launch a new product (Aqua Plus) on the market today (Valcea region). Targeted strategy will be the development of the product. This strategy will lead to increased sales within the same customer base.
8. Water and Aqua Plus will launch a new market (Capital). So diversification strategy will be chosen.
9. Following SWOT analysis, company management indicated consider adopting aggressive strategy by capitalizing the strengths and opportunities of the external environment. Experience, coupled with the professionalism of the employees and administration’s management, underlying desire to penetrate new markets, the Bucharest representing a real challenge. From the study by research firm hired by S.C. Aqua Carpatica S.A. It shows that there is a trend of increasing consumption of mineral water and an openness to new types of consumers of mineral water on the market. That's why he introduction of the Bucharest market the new product "Aqua Plus" is considered an opportunity.
Other marketing objectives of Aqua Carpatica may be:
Among quantitative marketing objectives include:
• Increase Sales with 32 %
• Increase market share .
• Increase site traffic
• Reducing the cost of PPC
Among qualitative marketing objectives include:
• Increase awareness of Aqua Carpatica products
• Repositioning the Aqua Carpatica’s products
• Improve customer attitudes for Aqua Carpatica’s products
4.5 Setting Marketing Strategy
4.5.1 The Product Strategy
This section will provide a parallel between Aqua Carpaticaproducts and those offered by PerlaHarghita the benefits they offer consumers and differences between them. This distinction is important because market competition is intense mineral water. In this context, both Perla Harghita and Aqua Carpatica are trying to develop product strategies and policies so challenges to adapt their products to this market.
Perla Harghitei’s products
1. Perla Harghitei Mineral Water is available in many varieties:
Natural mineral water in PET bottles: The product range varies from 0.5 liter bottle, intended for immediate consumption at a restaurant, a terrace or on the street and up to 5 liter canister, which is suitable for domestic consumption.
Carbonated natural mineral water in returnable glass 1L square in returnable bottles mineral waters, especially 1 L bottle, is steadily declining in Romania. Environmental impact is a very good reason to invest in the future in glass packaging and encouraging the consumption of bottled natural mineral water in this way.
Natural mineral water bottles custom: With a single pack and a nicely shaped glass, PerlaHarghita in customized bottles is specially designed for locations and restaurant – restaurants, bars, terraces, hotels, cottages, and for those who want home a premium product for special occasions.
2. Crystalline (19 l)
Crystalline complete system mainly for legal entities include: metering, which enables heating and cooling water polycarbonate dose, disposable cups and of course, natural mineral water Cristalina. Competitors PerlaHarghita natural water segment in watercooler system are La Fantana and balances.
3. TivaHarghita (3 types)
Harghita brand ahs an important year in the history of the brand, brand Harghita entering the portfolio PerlaHarghita was appreciated abroad, primarily in the US – where he won the 1999 gold medal in the prestigious international tasting held in Berkley Springs in Virginia.
4. Allegria (8 sorts)
Light refreshments, full of freshness, containing fruit juice, with only natural dyes. Product quality is supported by most modern bottling technology – Krones brand – used by the bottler PerlaHarghita SA. Sâncrăieni.
Product strategy of Aqua Carpatica is based on:
1. Diversification assortment (range mineral water and soft drink Allegria)
2. Maintaining these types on the market
3. Renewal assortment: launch 3 new types of items for soft drink Allegria (apples, pears and cola)
4. Qualitative Stability next to internal controls and external controls regular runs: by SNAM external laboratory, Fresenius Institute in Germany and Laborunion Prof. Höll& Co. GmbH. 1. Diversification assortment (wide range of products: mineral water, coffee, juice, beer)
2. Maintaining these types on the market
3. Renewal assortment: The new product will be launched by Romaqua Group will be a natural drink as a cocktail of aloe vera taste accompanied by another fruit: original (only aloe vera), grapes or strawberries. (Royal Cocktail)
4. Stability Qualitative first Romanian bottling company has been awarded ISO 9001 quality management system.
4.5.2 The Pricing Strategy
Within the two companies, the strategic objectives set price are both long term and short term. Thus, long-term objectives aimed at broadening the customer base and strengthen and enhance its competitive position in the market. Short term companies set goals related to sales, more precisely, to maximize quantitative them.
Methods of pricing used by companies PerlaHarghita and Aqua Carpatica are: a method based on cost by adding as you can see in the picture below, the method based on a comparison with the competition, depending on the market price and the method based on perceived value of the consumer.
Given the activity of the two companies, the market segments targeted, nature and type of products marketed adopt similar pricing strategies that differentiate but each type of product:
1. higher prices for new products on the market: Royal Cocktail will be located in the premium segment of fruit drinks. Positioning in the premium segment is primarily due to the product's main ingredient, aloe vera, which gives an added value, because the competition is very high in this market; In addition, this strategy is used for products highly publicized, to cover the costs of advertising and promotion of these products.
2. low prices to attract customers: eg Tivav Harghita (0.80 Ron / liter) are directed to consumers with lower incomes. Perla Harghita brands (2.5 Ron) and Aqua Carpatica (3 Ron) is for customers with average income, thus managing to hold a market share higher. Company’s option for this strategy is justified due to the elasticity of demand in relation to price and because it helps to achieve one of the objectives of pricing mentioned above, namely, strengthening our position on the market.
4.5.3 The Distribution Strategy
Distribution policy. Charpatian distributing food service rendered by deposits Spring is built in major cities. Company policy distribution depots are most important.
The types of business units through which the sale to consumers
In recent years sales of mineral water have shaped upward due to temperature increase, consumers tend to market products as organic and natural, avoiding preservatives, colorings, E's.
The most common consumer purchasing choices are supermarkets and hypermarkets, as the range is much wider than a kiosk products as competition among alimentary traders. Together with mineral water increased, the greater consumer choice and product purchase claims.
Like other segments of the FMCG market mineral water in recent years has seen an upward trend, both in terms of consumption and in terms of value and volume. According to representatives Charpatian Spring, owner of the mark Citrus, the average consumption of mineral water per capita in Romania is 45 liters per year. Although in recent years the consumption of mineral water has increased significantly, it remains at a low level compared to the EU average, which stands at 140 liters per capita.
Ȋn by type, volume of carbonated mineral water has increased during April 2015- March 2016 at 29.2% compared to the same period in 2014-2015 (21.9%). Carbonated mineral water had a volume decreasing, reaching to 70.8% in the period April 2015 – March 2016, compared to 78.1% in the same period from 2014 to 2015.
Ȋn depending on the sales channel, small grocery stores dominate sales volume by 52.5% during April 2015- March 2016, declining, however, over the same period from 2014 to 2015, by 53, 1%. Ȋn order of importance, are the supermarkets with a volume growth of 19.3% between April 2015 – March 2016, large food stores – kiosks 9.6%, 9.2%.
Thus, in terms of market volume, at the end of 2016, the bottled water market in Romania reaches about 12 million hectoliters and 1.4 billion lei value. This amount means about consumption of 54.55 liters / year / person, ie an increase moderate consumption by 3% compared to 2010.
With regard to market development and consumption of natural mineral water in 2016-2017, experts estimated that it will not fall, but will have an upward trend, from 3 și5%.
"Romanian consumer spent an average of 1.16 lei / person in 2016. ȋn last time the average price on the shelf in 2016 stood at around 1.2 lei / liter. Regarding the consumption preferences of Romanians, according to Rio Bucovina, we can say the following: Romanians still prefer brands of natural mineral water or table water Romanian percentage of over 90%, due both to the reputation of natural mineral waters Romanian, and because of the prohibitive price of imported brands, "reads the analysis company .
After historic areas Capital is the largest consumer of natural mineral water or table payment, over 60% of city residents consuming plain water daily.
If in Charpatian Spring company case, mineral water portfolio representing 5% of their sales, while if Romaqua only still water represents 24% of total sales.
Aqua Carpatica sold both on premise channel (Horeca) and off premise channel (retail). As for mineral water and other products in the portfolio Charpatian Spring, KA greatly increased market share, which we expect will happen in the future. To ensure the permanent mineral water consumers in these channels, it takes a very good Distribution. Carbonated mineral water distribution and payment is very good and is improving from year to year because the consumer increasingly demands more of our products in stores. Ȋn same time, if the company Charpatian Spring, mineral water Aqua Carpatica distribution is made with more than 60 companies specialized distribution across the country. Amroq Quadrant Beverages distributes directly through its own sales force and also through distributors. Also part of the company's sales force dealing exclusively with key customers.
Distribution policy objectives of both companies can be defined as:
• widest market coverage
• Maximizing sales in terms of volume
• Ensuring the availability of products for a large number of consumers
• Brand recognition and a large number of consumers
• Supporting intermediaries
A survey shows that 69% of buyers mineral water acquires this product most often in grocery stores are supermarkets as a source of supply of mineral water (28.1%), kiosks (17.0%) and wholesale sites (13.0% ). There is also a small category (4.6%) who do not buy mineral water for the home, on the one hand because they are not involved in the buying process, someone dealing with this activity, either because it consumes mineral water only bars, terraces and restaurants.
Modern retail vs traditional retail
Modern distribution channel gained ground in front of the traditional. According to Nielsen Romania, where during December 2008 – March 2009, hyper / supermarkets account for around 48.9% of sales and 42.4% of their value during December 2009 – March 2010 these gains to the detriment of traditional shops and percentages reach a sales volume of 54.7% and a value corresponding to 47.7% of the total.
For this season, the manufacturers hope that retailers succeed to dimension the stocks and storage areas so as not to appear out of stock situations.
Aqua Carpatica mineral water distribution is all over the country and an authorized dealer covering Bucharest and the South, including the coastline, so penetrating and cash & carry networks.
Distribution is done through direct channels: the company's headquarters located in Sâncrăieni, Harghita and through indirect channels – with more intermediaries – supermarket, grocery stores, locations and restaurant, order the rapid acquisition of a high degree of market coverage . But exports also performed in countries like USA, Canada, Australia, Russia, Spain, Colombia, Hungary, Germany, Slovakia and Moldova.
The market for primary products is the domestic portfolio. Thus, Aqua Carpatica has a distribution network of well trained, with national coverage.
The water distribution at national level is achieved through 60 companies specializing in this type of service, and to supply large customers (key-accounts) Romaqua using their own means of transport.
In addition, enlarging the product portfolio with national coverage Stânceni mineral water will further develop the distribution system. The company currently has a coverage of 80% of urban and 70% of the countryside.
Aqua Carpatica natural mineral water exports is up to 1.5-2% of sales, it is just an image export.
4.5.4 The Promotional Strategy
Diversification, product branding and packaging its attractive exposure entailed by the need to adopt strategies similar companies promoting complex.
One of the methods used by the company in promotion is advertising through 4 ads for 20-30 seconds on local television stations, with specific topics Celebrate Easter, Christmas and summer season where the mineral water consumption increases, the message aired the "Love nature" promoted the idea of spring water, nature, mountain, a natural origin mineral water.
Another method is that offline promotion through street banners.
Sales promotion was done and fairs such as "Green Fair" in ClujNapoca, but also participating in international fairs. Also sponsored events and basketball team with the same name.
Internet Promotion was also achieved by ste www.perlaharghitei.ro official website and social pages: Facebook, Twitter.
Recently, Aqua Carpatica launched a promotional campaign that attempts to mark the event. Aqua Carpatica TV campaign spot is based on the choice of some happy ideas – matching Release Aqua Carpatica brand with flagship events in human history – the first locomotive, the first flight etc. Like in other major campaigns launched on TV, Citrus relied again on a questionable execution, positioning connection with this – a person who drinks mineral water in front of a laptop. In several media advertising is discussed that Citrus, positioning the brand from a different point of view and relying on executions perfectionist, might raise more market share and represent a real threat to competition. For 2006, the group's investments have mainly targeted product promotion activities. They have invested four million euros to strengthen the company's market, in warehouses, showcases and other promotional actions seeking expansion marks Aqua Carpatica market.
Aqua Carpatica product promotion is done on all media: TV, radio, print, outdoor, online. There were also used sponsorship and promotional materials.
CONCLUSIONS
Romanians are consumers of mineral water, most of them are people under 25 years. They frequently consume mineral non-carbonated water. They put great importance on the quality of mineral water on its taste and price and are less influenced by recommendations by acquaintances or advertisements appeared in the media. Prefer to buy mineral water PET 2 -in general litri- of supermarkets or hypermarkets supermarkets type because they are easier to find and are in a wider variety. Best known brands of mineral water were Borsec and Dorna. Next brand of mineral water is Aqua Carpatica. Lately purchasing preference was for the brands Borsec and Dorna. There is an increase in the mineral water Aqua Carpatica result of the aggressive campaign in terms of content than nitrates.
In conclusion, natural mineral waters are groundwater or surface water with a variable content of salts, gas and radioactive substances.
√The big part of substances dissolved in water coming from the dissolution of soluble rocks and various transformations taking place through chemical reactions.
√ Gas content is an essential feature making a connection both the utilization and about technical issues arising from the capture and transport.
√ capture and transport operations are effected under optimum conditions ensures high quality mineral water.
√The presence of gas installations for the capture and transport of mineral water require attention to avoid possible accidents and explosions.
Ȋn terms of consumption of natural mineral water is particularly important for the human body because it helps in the normal functioning of all organs and systems, to the level of celulă.Specialiștii recommended average daily water consumption of up to 2 liters per day. Consumer preferences of the Romans, they opt for brands romanesti.In addition, over 60% of consumers are women.
Permanent consumption of natural mineral water is the safest choice in terms of water supply, bottling and certainty how a product calitate.Tot well as on specialist recommendation is natural mineral water that we consume routinely be a little water with dissolved salts (a dry residue or total mineralization with low values).
A mission, a vision, a plurality of values – all of which provides a clear picture answer questions before defining any company, regardless of its size or nature of the goods / serviciiler offered this: "Who am I?", "What is the purpose of their work?" and "How shall reach the goal?". Aqua Carpatica mission represents a balance that weighs the actions and decisions taken for the proper functioning of both the company as a whole, and a staff that carry out the mission since the year the business started. It can be played through statements as may be simplistic, but Meanwhile confident, demanding: "to refresh the world in body, mind and spirit", "to inspire moments of optimism through our brands and our actions", "to create value and make a difference everywhere we engage "
The company mission is to be found in every glass of Aqua Carpatica water harmony, mineral energy, freshness and mountains history tails, of which it has its blessed water source. We combine vitality and purity to obtain a healthy product that contributes to the smooth functioning of the body.
The company intends to reach the largest manufacturing company in the industry by following a set of values and principles:
Consumers: Satisfying the needs of customers is the main activity and objective of all activities
Products: The company's success lies in providing superior quality products at competitive prices
Employees: Employees are the most important resource of the company
Nature: Aqua Carpatica water comes from the mountains, from an unpolluted area with a long tradition in water exploitation
The vision of Aqua Carpatica must be reported to the factors that influence daily activity such as staff, partners, profit, planet. Relationships with employees, distributors, customers and other individuals / interest groups are and will always be situated on margin win-win reciprocity is characteristic of any type of relationship provides durability. Aqua Carpatica has a responsibility to shareholders – the priority here is to maximize their long-term income, the client – anticipating and satisfying their wants and needs through products.
Following SWOT analysis, company management indicated consider adopting aggressive strategy by capitalizing the strengths and opportunities of the external environment. Experience, coupled with the professionalism of the employees and administration’s management, underlying desire to penetrate new markets, the Bucharest representing a real challenge. From the study by research firm hired by S.C. Aqua Carpatica S.A. It shows that there is a trend of increasing consumption of mineral water and an openness to new types of consumers of mineral water on the market. That's why he introduction of the Bucharest market the new product "Aqua Plus" is considered an opportunity.
REFERENCES
Dumbravă, Mădălina, „Analiza firmei pe baza bilanțului financiar”, Simpozionul Internațional „Criza economică – previziune și impact pentru România”, 2009, Universitatea „ARTIFEX”, București, publicat în volumul sesiunii, Editura Artifex, București
Flităr Monica Paula, Elemente de marketing, București, 2002.
Gattorna John L., Managementul logisticii și distribuției, Editura Teora, 2001.
Kotler Ph., Managementul Marketingului, Editura Teora, București, 1997.
Maxim E.,Gherasim T., Marketing, Editura Economica, București, 2000.
Moșteanu, Tatiana, Iacob, Mihaela, „Teorii și abordări privind scopul și principiile analizei cost-beneficiu”, Economie teoretică și aplicată, nr. 11 (528) (supliment), Asociația Generală a Economiștilor din România – AGER, 2008
Pistol Gh.M, Marketing, Editura Fundația România de Mâine, București, 2004.
Rasca,Lavinia;Nedelea,Ștefan-Teorie și practică în microeconomie,Editura ASE,București, 2002;
Stanciu, Sică- Bazele generale ale marketingului, Universitatea din București, 2002;
Ștefănescu Paul, Bazele Marketingului, București, 1994.
Vintilă, Georgeta (2008). Gestiunea financiară a întreprinderii, Editura Didactică și Pedagogică, București
Vorzsak A., Plaias I., Pop M.D., Muresan A., Marketing, Baia-Mare, Editura Risoprint, Cluj-Napoca, 2000.
Societatea Națională a Apelor Minerale din România
Patronatul Apelor Minerale APEMIN
http://www.compari.ro
http://www.ebooks.unibuc.ro
http://www.insse.ro
http://www.wall-street.ro
http://www.zf.ro
http://www.ziare.com
ANNEXES
2016 BOTTLED WATER QUALITY REPORT
Still Spring Water
Bottler’s Name: Carpathian Springs SA
Address: 33, Republicii Street; Vatra Dornei; Suceava (Romania) 725700
Telephone Number: 402-303-72250
Source(s): Bajenaru Spring
Treatment process: Filtration and Ultraviolet Disinfection
DEFINITIONS:
Statement of quality: The quality standards of bottled water provide the maximum legal limits for a variety of substances that are allowed in bottled water, along with their monitoring requirements. The substances include microbiological contaminants, pesticides, inorganic contaminants, organic contaminants, radiological contaminants, and others. The standards have been established by the United States Food and Drug Administration (FDA), based on the public drinking water standards of the United States Environmental Protection Agency (USEPA). CDPH adopts the FDA regulations pertinent to the quality standards of bottled water.
Maximum contaminant level (MCL): MCL is the maximum level of a contaminant allowed in public drinking water.
Primary drinking water standards (PDWS): PDWS are set to provide the maximum feasible protection to public health. The goal of setting PDWS is to identify MCLs, along with their monitoring and reporting requirements, which prevent adverse health effects. PDWS are established as close to the public health goal (PHG) or the maximum contaminant level goal (MCLG) as is economically and technologically feasible.
Public health goal (PHG): PHG is the level of a contaminant in drinking water below which there is no known or expected risk to health. PHGs are set by the California Environmental Protection Agency.
SOURCE WATER:
The sources of bottled water include rivers, lakes, streams, ponds, reservoirs, springs, and wells. As water naturally travels over the surface of the land or through the ground, it can pick up naturally occurring substances as well as substances that are present due to animal and human activity. Substances that may be present in the source water include any of the following:
Inorganic substances, including, but not limited to, salts and metals, that can be naturally occurring or result from farming, urban storm water runoff, industrial or domestic wastewater discharges, or oil and gas production.
Pesticides and herbicides that may come from a variety of sources, including, but not limited to, agriculture, urban storm water runoff, and residential uses.
Organic substances that are byproducts of industrial processes and petroleum production and can also come from gas stations, urban storm water runoff, agricultural application, and septic systems.
Microbial organisms that may come from wildlife, agricultural livestock operations, sewage treatment plants, and septic systems.
Substances with radioactive properties that can be naturally occurring or be the result of oil and gas production and mining activities.”
CONTAMINANTS IN WATER:
Drinking water, including bottled water, may reasonably be expected to contain at least small amounts of some contaminants. The presence of contaminants does not necessarily indicate that water poses a health risk. More information about contaminants and potential health effects can be obtained by calling the United States Food and Drug Administration, Food and Cosmetic Hotline (1-888-723-3366). In order to ensure that bottled water is safe to drink, the United States Food and Drug Administration and the State Department of Public Health prescribe laws and regulations that limit the amount of certain contaminants in water provided by bottled water companies.
Some persons may be more vulnerable to contaminants in drinking water than the general population. Immuno-compromised persons, including, but not limited to, persons with cancer who are undergoing chemotherapy, persons who have undergone organ transplants, persons with HIV/AIDS or other immune system disorders, some elderly persons, and infants can be particularly at risk from infections. These persons should seek advice about drinking water from their health care providers. The United States Environmental Protection Agency and the Centers for Disease Control and Prevention guidelines on appropriate means to lessen the risk of infection by cryptosporidium and other microbial contaminants are available from the Safe Drinking Water Hotline (1-800-426-4791).
INFORMATION on PRODUCT RECALLS:
If you would like to know whether a particular bottled water product has been recalled or is being recalled, please visit the FDA’s website http://www.fda.gov/opacom/7alerts.html.
ADDITIONAL STATEMENTS, IF APPLICABLE:
If applicable, include the following statements in the bottled water report.
If your bottled water contains nitrate (NO3) levels above 23 parts per million (ppm or mg/L) but below 45 ppm [the Maximum Contaminant Level for nitrate (NO3)]:
"Nitrate in drinking water at levels above 45 mg/L is a health risk for infants of less than six months of age. These nitrate levels in drinking water can interfere with the capacity of the infant's blood to carry oxygen, resulting in a serious illness. Symptoms include shortness of breath and blueness of the skin. Nitrate levels above 45 mg/L may also affect the ability of the blood to carry oxygen in other individuals, including, but not limited to, pregnant women and those with certain specific enzyme deficiencies. If you are caring for an infant, or you are pregnant, you should ask advice from your health care provider."
If your bottled water contains arsenic levels above 5 parts per billion (ppb or ug/L), but below 10 ppb [the Maximum Contaminant Level for arsenic]:
"Arsenic levels above 5 ppb and up to 10 ppb are present in your drinking water. While your drinking water meets the current EPA standard for arsenic, it does contain low levels of arsenic. The standard balances the current understanding of arsenic's possible health effects against the costs of removing arsenic from drinking water. The State Department of Public Health continues to research the health effects of low levels of arsenic, which is a mineral known to cause cancer in humans at high concentrations and is linked to other health effects, including, but not limited to, skin damage and circulatory problems."
Copyright Notice
© Licențiada.org respectă drepturile de proprietate intelectuală și așteaptă ca toți utilizatorii să facă același lucru. Dacă consideri că un conținut de pe site încalcă drepturile tale de autor, te rugăm să trimiți o notificare DMCA.
Acest articol: Developing The Marketing Strategy (marketing) (ID: 113822)
Dacă considerați că acest conținut vă încalcă drepturile de autor, vă rugăm să depuneți o cerere pe pagina noastră Copyright Takedown.