What Marketing Strategy Should Ocean-Blue Adopt to Penetrate the Philippine Market?
In partial fulfillment of requirements in
MKT535M Marketing Management
Midterm Exam – Case Study Analysis
Mahalo Hawaii Deep-Sea desalinated
drinking water Submitted:
February 23, 2017
Submitted to:
Dr. Dy
Statement of the Problem
● What marketing strategy should Ocean-Blue adopt to penetrate the Philippine market?
Objectives
● To assess and maximize growth potential of the identified market to penetrate
● To develop and propose a marketing plan suitable for the Philippine market
● To recommend action items in the field of 1) product, 2) place, 3) pricing and 4) promotional
strategies for MaHaLo Deep-Sea desalinated drinking water.
Areas of Consideration/Major Assumptions Background
MaHaLo Hawaii Deep-Sea desalinated drinking water is a product of imported and distributed by Ocean-Blue Element International Trading. The company is a subsidiary of Koyo USA Corp of Kona, Hawaii. Parent firm, Koyo-Sha Corp. of Japan teamed up with the NELHA (Natural Energy Laboratory of Hawaii Authority) to develop the technology for harvesting and processing deep-sea water.
MaHaLo positions itself as a health product, targeting mainly the health-conscious market. In Japan, the product is marketed as a dietary supplement that improves weight, stress levels, skin tone and digestion. The Philippines is the third market Ocean-Blue intends to penetrate. Ocean-Blue president, Mitsunobu Iwai plans to distribute the product in hotels, big supermarkets and department stores. Ocean-Blue is aims to distribute globally after the Philippines as part of their expansion plans.
Other Case Facts:
● Desalinated deep-sea water had been in the market for many years now
● In the US, consumers pay $2.00 for .5 liter and $4.50 for 1.5 liters
● Desalinated deep-sea water was commercially available late 2005
● Company is looking into expanding to China, Thailand and other markets in the region
● Considering smaller bottles for wider market reach
Major Assumption
For this case, this year’s current Philippine market will be assumed.
Point of View