One of my friends is working as marketing trainee in a company manufacturing water filters. As a trainee, she is working on devising new promotion strategies to promote the brand and giving training to the sales and distributors team. How she should start her work in the field of marketing for a water filter brand (used in households) and what could be other ways to keep distributors happy about the product? Of course, the ultimate aim is to get more sales and give quality to consumer.

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Start with the product itself. Is it a top product compared to its competition? What makes the product unique in the marketplace – size? availability? pore size? independent water tasting results? installation ease?

Next, who are you targeting? Home owners? College students? Day care? Gyms? [you mentioned households, but that’s not specific enough]

Once you’ve positioned the product with the proper marketing message, then share it with the teams. Help them to focus on the message clearly, sharing the benefits, clearly highlighting a comparison between other choices the consumer has. Focus on the key points: taste and safety.

You want the consumer to feel that buying your friend’s product is the obvious choice for their family. The distributors could focus on school PTAs (perhaps having the children sell them as a fund-raiser), health fairs, health clubs, and gyms.