NOTE: Free essay sample provided on this page should be used for references or sample purposes only. The sample essay is available to anyone, so any direct quoting without mentioning the source will be considered plagiarism by schools, colleges and universities that use plagiarism detection software. To get a completely brand-new, plagiarism-free essay, please use our essay writing service.
One click instant price quote
Culligan Water Treatment, Inc has been serving the public with water softeners and water treatment systems for over sixty years. They have a unique marketing strategy that excels them high above all the competitors, both foreign and domestic. The personal touch and life-long commitment the Culligan Water Treatment, Inc gives each customer leaves them satisfied with their decision to purchase a Culligan water treatment System. Culligan Water Treatment Inc, and How they Market Their Water Softeners After an intense cardiovascular workout, on your treadmill, the first thing you want to do is get an ice-cold drink of water. You go to your kitchen and reach in your cupboard and pull out a tall glass, than you turn on the faucet, put the glass under the faucet and start to fill the glass up with tap water. You now put the glass to your lips and take a big long drink.
This scenario would have been common twenty years ago but today you grab that purified bottle water in your refrigerator. The water quality has change tremendously in the past twenty years. With rapidly expanding cities, air pollution, toxic dumping, plus an endless list of reasons that our water isn't as healthy as it was when our parents were our age. Concern about the safety of drinking water is growing. News reports continue to remind people that they cannot take their drinking water for granted.
Recent headlines have included: +The outbreak of a waterborne parasite in Milwaukee's waters supply. + Lead contamination caused by old plumbing. +Pesticide and fertilizer run-offs in local water supply. +Radon and arsenic contamination. As public concerns about the environment continue to grow, the need for a constant source of potable water is becoming increasingly apparent. This is where the world's number one water softening company comes into the picture. Culligan Water Technologies, Inc has been in business for over sixty years selling water softeners and treatment systems for the following major markets segments: Household, Commercial, Consumer Retail Point-of-Use, Do-it-Yourself, Industrial, Vending, Bottled Water and Custom. History: It all started in Jack McLachlan's blacksmith shop in NorthBrook, Illinois in 1936.
Emmett J. Culligan had the idea to found a water conditioning company, based on a service plan. Right there, with only tools that the little blacksmith shop provided, a business was born. In 1938 the first franchised dealership had been started in Wheaten, Illinois. Following this, a dealership was opened at Hagerstown, Maryland, and the third dealership was started in Iowa City, Iowa. Under Mr.
Culligan's franchised dealership plan, contracts for exclusive territory where signed by the franchised operator and the company furnished the softener units. The dealer without deposit on the part of the householder made installations. Bills were rendered monthly, payable ten days after date, just as with bills for other utilities. There was no charge for installation or removal. Once a month, the operator removed the unit in the householder's basement and replaces it with another newly regenerated unit.
The exchanged softeners were so constructed that the change could be made in less than a minute of actual working time. By the start of World War II, the company had 150 dealers. On February 9, 1998 - United States Filter Corporation announced an agreement to acquire Culligan Water Technologies, Inc. for approximately $ 1. 5 billion in U.
S. Filter common stock. Combined, the tow companies will have more than $ 4. 5 billion in revenues, 2, 000 locations and more than 20, 000 employees in 90 countries throughout the world. Company Reports: Culligan Water Technologies, Inc Mission Statement To be the world's preeminent provide of water purification and treatment products and services, by giving those we serve the best value for there investment while focusing on the enhancement of the environment and the health of our customers. Analyzing the Customer: Customers purchase or rent a product or service to satisfied one or more of four basic human needs: physical, emotional, mental and spiritual needs. Culligan identifies with the physical needs of their customer.
The need for clean water is apparent and does not seem to be going away in the near future. A market segment is a group of consumers with distinct needs (demands) or behaviors (both usage and shopping behaviors). Market segment analysis is the search for and understanding of variability in demand (that, in turn, determines customer satisfaction). There are eight such market segments: Benefit segmentation. Life-cycle and lifestyle segmentation, Belief segmentation, Choice rule segmentation, Brand loyalty segmentation, Price sensitivity segmentation, and Search and shopping segmentation. Let us understand the variability in demand by analyzing the above market segments.
Benefit segmentation was originally used to identify groups of consumers who were particularly responsive to specific advertising message. Culligan water softeners are a benefit to a healthier life style. Life-cycle and lifestyle segmentation is based on how people live. Age, income, education and gender are a few lifestyles that would fit in this segmentation. For Culligan to sell their systems the customer needs to be able to afford it and have the educational background to realize that this product would be worth the purchase. Belief segmentation is usually measured to explain heavy usage or brand loyalty.
You need to belief in the product and feel that it will actually do what it claims to do. Culligan has a tremendous amount of research that is backed by the Water Quality Association (WQA) and National Sanitation Foundation (NSF) which is an independent, nonprofit testing organization. Choice rule segmentation is broken up in three choices. Logical Choice Behavior - Identify and evaluate the choice options on several abstract dimensions. For example, the consumer may rate several water softeners and water treatment systems on such characteristics as warranty, salt intake, price and financial terms. The customer may even add up the ratings to create and overall quality score or use some other math rule to decide which alternative is most preferred.
Experiential choice Behavior - occurs when our fantasies and emotions drive the benefits we seek from a product. This behavior does not really apply in anyway to Culligan Water Treatment, Inc. Habitual choice - We are a slave to routine. We like to do everything because...
Free research essays on topics related to: market segments, brand loyalty, water treatment, drinking water, life cycle
Research essay sample on Culligan Water Treatment Abstract
