Marketing and Strategy Development

Abstract

Over the last few decades, India has been facing significant challenge of resolving the issue regarding the availability of safe and pure drinking water to its huge population, especially when it has only 4% of fresh water available. With an aim to address this alarming issue that is impacting all countries across the globe, Piush Soni( Founder of NkdLife) developed pod+, which claims to be the next generation of filtration with a three-stage process to clean and supercharge drinking water. Incorporating technology developed by NASA space programme, pod+ allows users to fill up water from the dirtiest lakes, rivers, ponds and puddles – in fact any source except sea water. In this highly competitive market, expanding to foreign markets means access to more customers, thereby leading to more revenue and profit. In the current COVID-19 world, however, it is challenging to tap into a new market. Therefore, digital media plays a significant role in creating brand awareness in the new market. The project aims to formulate digital and offline strategies for nkd LIFE through thorough study and analysis of the industry, company, players in the market and various other influencing factors. The study is primarily done through analysis of secondary data and competitors benchmarking. Other insights were gained through work done on the job. The project will result in a better understanding of the need for portable water filter in India and future scope for improvement and development for the company in order to sustain their position and increase their market.