LifeStraw Internal Analysis
The LifeStraw portable water filter is part of the product line owned by Vestergaard. Vestergaard is a privately held company, therefore not all current marketing programs are available to the public.
Personal Selling (B2B)
The company partners with aid agencies, government, non-government organizations, faith based groups, and the private sector to ensure global health needs. “The company works hand-in-hand with these groups to further the development of policies, procedures, and scientific advances that can improve the plight of vulnerable people around the world” (Vestergaard 2012 CSR Report). These partners then work with Vestergaard to ...view middle of the document...
Both Frandsen and the LifeStraw social media team are also empowered with the ability to continuously maintain and monitor their brand positioning and image. This has primarily been accomplished thus far by their posting of issues related to the improvement of global health, something which is important to many Americans. This is also accomplished by discussing their donations of LifeStraws to those in need during disaster relief, including in mid-November 2013 when LifeStraws were donated in the Philippines following Typhoon Haiyan.
In addition to advertising on social media, LifeStraw also appears on Amazon.com, and many other retail webpages for purchase.
Indiegogo campaigns have also been implemented for the purchase of LifeStraws, primarily for disaster relief donation purchases. When Indiegogo is used for this, the company experiences free publicity and positive advertising as the campaign is shared online.
Vestergaard manages and staffs their own “Responsibility Supply Chain” group. The company has worked with marketing consultants to review and improve the supply chain operations of their products. The RSC group implemented regulations for the operations in 2012 to 100 suppliers worldwide.
The RSC group also conducted an audit in 2012 for LifeStraw’s production facilities in China and Korea. There were no prosecutions or fatal incidents found. The purpose of these audits are to make certain that the production facility is in...