ASSESMENT ON THE PRACTICE OF MARKETING STRATRGY IN THE CASE OF YES MINERAL WATER

Abstract

The study has been designed to assess the marketing strategy practices of the Yes mineral water. Both primary and secondary data collection instruments were used to collect data. Closed ended and open ended questionnaires along with interviews were used for the purpose of data collection. The selections of the respondents were carried out by using purposive sampling research method because no other departments were concerned about marketing strategies and the researcher took all the respondents of marketing staffs as a total population of the study. The Yes mineral water’s marketing strategy is effectively practiced by its sales and marketing employees and managers they are committed to work and have smooth communication flow between marketing and other departments are the main important issue for the success of the work. It provides quality products with affordable prices but higher than competitors and the company is promoting its products by using effective advertising mechanisms and the company uses both indirect and direct channels of distribution to deliver its product. Even though the marketing strategies of the company are effectively practiced, there are some problems that the company faced while implementing it. These are; Infrastructure problems, Economic problem, Intensive competition in the market, Shortage of raw materials, Seasonality of consumption and the time and cost of awareness creation for the customers.