Assignment 1 Lasa 2 Marketing Plan Monday, December 7, 2015

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Assignment 1: LASA 2 Marketing Plan Due Monday, December 7, 2015 . Throughout this class you have examined a product of the Waters Bottling Company and addressed market concepts/ theories that will play a role in the success or failure of that given product. Using the Waters Bottling Company in Module 1 , continue to build the Marketing Plan Sections for the product you have selected/ created. Complete the following in MS Word: Be concise but complete in your analysis of each plan element. Your employer wants to know you have left nothing out in your analysis.

This assignment represents Section 5 of the Marketing Plan. Use the guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 5– Personal Selling & Global Markets ( Module 5 ). Section 5 – Promotion Mix/ Personal Selling & Global Markets (Module 5 LASA 2) Promotion Mix Advertising Personal Selling Sales Promotion Direct Marketing Public Relations Brand Management Branding Strategies Emotional Branding Brand Extension Global Markets Opportunities & Challenges Executive Summary Marketing Implementation & Evaluation Careers in Marketing You will create a complete Marketing Plan by the end of the course. You will write the Fifth and last section of the Marketing Plan for this assignment.

Use the Marketing Plan guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 5 – The Promotion Mix/ Personal Selling & Global Markets ( Module 5 ). Relate all responses using the WBC scenario and the product you have selected to market in Module 1 . Create a 4- to 6-page Word document for this Marketing Plan Section. Apply a standard business writing style using the Market Planning Guide sections as your (headers/ sub heads/ bullets) to your work.

Be sure to cite your work in the APA format. After completing Section 5, assemble and submit all of the sections into a single comprehensive Marketing Plan document. Include a Title Page, Executive Summary, Table of Contents, and Appendix. Your Executive Summary should be compelling as you sum up the marketing elements that are the keys to the successful execution of this plan. Careers in Marketing List the sections of the marketing plan.

Identify possible careers associated for each section. Select two of those career choices and discuss the skills required to secure these two positions. Determine what steps you can take to develop those skills. Be sure to provide supporting evidence for your statements. Remember to reference your sources of information.

Write your Careers in Marketing response in a minimum of 200–300 words. Apply a standard business writing style (headers/ sub heads/ bullets) to your work but be sure to cite your work in the APA format.

Paper For Above instruction

The final section of a comprehensive marketing plan is critical in illustrating how promotional strategies and global market opportunities align with overall business objectives. In this section, companies such as Waters Bottling Company focus on personal selling, advertising, sales promotion, direct marketing, public relations, branding strategies, emotional branding, and brand extension to create a compelling market presence nationally and internationally. The following analysis examines these elements in detail, guided by the specific scenario of Waters Bottling Company’s bottled water product.

Promotion Mix and Personal Selling

Effective promotion strategies involve a blend of advertising, personal selling, sales promotion, direct marketing, and public relations. For Waters Bottling Company, personal selling might include deploying knowledgeable sales representatives to engage with retail buyers and distributors globally, emphasizing the product's purity and health benefits. Personal selling is particularly vital in international markets where interpersonal relationships influence purchasing decisions. According to Kotler and Keller (2016), personal selling enables tailored communication, which is essential to penetrate diverse cultural contexts and establish trust.

Advertising campaigns should emphasize emotional branding by linking bottled water consumption with health, vitality, and eco-friendly practices. Such campaigns can utilize digital media, print, and outdoor marketing tailored to specific international markets, considering language and cultural sensitivities (Belch & Belch, 2018). Sales promotion activities, such as discounts or sampling events, can be used in international trade shows or retail environments to stimulate initial interest and trial.

Global Markets Opportunities & Challenges

Expanding into global markets presents lucrative opportunities for Waters Bottling, including access to new customer bases and diversification of market risks. However, challenges such as regulatory differences, cultural preferences, and logistical complexities must be addressed. For instance, some markets may prefer artesian water, requiring product repositioning or specific branding efforts. To effectively navigate these challenges, the company must conduct thorough market research and develop localized marketing strategies (Czinkota et al., 2014).

International regulatory requirements for bottled water, including health and safety standards, label regulations, and import tariffs, vary significantly. Fulfilling these regulations necessitates establishing relationships with local authorities and compliance teams. Additionally, cultural preferences may influence packaging and marketing messages. A localized branding approach, emphasizing sustainability and health, can resonate better with different audiences (Johansson, 2017).

Strategies for Promotion and Market Penetration

To effectively promote Waters Bottling globally, integrating online marketing through social media platforms tailored to target markets can attract health-conscious consumers and environmentally aware demographics. Collaborating with local influencers or brand ambassadors enhances market penetration by increasing brand credibility (Hanna et al., 2011). Furthermore, product extensions, such as flavored or functional waters, may cater to regional tastes and preferences, helping to extend the brand’s reach and appeal (Aaker, 2014).

Implementing a robust public relations program, including media outreach and community engagement initiatives, elevates brand awareness and builds positive public perceptions. For example, sponsoring local environmental initiatives aligns with the brand’s sustainability values and fosters community goodwill (McCracken, 2015).

Conclusion

In conclusion, Waters Bottling Company’s efforts to leverage a well-rounded promotion mix and capitalize on global market opportunities are essential to achieving sustained growth. Personal selling tailored to local markets, combined with culturally sensitive advertising, strategic sales promotions, and effective public relations, can create a competitive edge in the international bottled water industry. Addressing challenges proactively through compliance, localization, and innovative marketing strategies ensures long-term success and global brand recognition.

References

• Aaker, D. A. (2014). Strategic Market Management. Wiley.
• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Czinkota, M. R., Ronkainen, I. A., & Moffett, M. H. (2014). International Marketing. Cengage Learning.
• Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273.
• Johansson, J. (2017). Global Marketing: Foreign Entry, Local Marketing, and Global Management. McGraw-Hill Education.
• Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
• McCracken, G. (2015). Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities. Indiana University Press.
• Smith, P. R., & Zook, Z. (2016). Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page Publishers.
• Valette-Florence, P., & Richelieu, A. (2015). Effective Brand Extension Strategies in the Global Beverage Industry. Journal of Brand Management, 22(2), 123-137.
• Zimmerman, A., & Maennig, W. (2018). Brand Management in International Markets: Strategies for Success. International Journal of Marketing Studies, 10(4), 45-59.