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The idea is to achieve positive behavioral change in our customers and stakeholders toward our products and services. Specific Objectives • To increase the percentage of consumers who associate specific features, benefits or advantages with our water and are willing to pay for it. • To Increase the number of consumers who desire and prefer our water • To achieve increase in the percentage of consumers who have never used our water to try it • To increase the percentage of consumers who carried out positive word of mouth • To increase the number of brand loyal customers. Strategic Communication could serve as the required tool to ensure the true integration of all stakeholders at basin levels under an IWRM regime.

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