Assignment 3 Market Plan Section 1 Preface You Are Th 978570

Assignment 3 Market Plan Section 1prefaceyou Are The New Marketing M

Assignment 3: Market Plan Section 1 Preface: You are the new marketing manager to The Waters Bottling Company (WBC) of Munsonville, NH. They have never done any marketing for their water before so they will need to be educated as to the role of marketing in their company’s success. They started their company last year and want to “do it right” according to their president and founder, Dr. M. Waters. (The M stands for Muddy so he prudently only uses the initial.) He also is rather fond of Blues music, which he would like to incorporate into the marketing plan in some way. They want to sell their crystal clear, granite filtered mountain water to the “right” market. It is your job to identify that target market. At this point, they don’t even know how the product should be packaged or have a name to identify it. You will get to make that determination and carry that product through the entire Marketing Plan. Imagination and creativity combined with solid marketing concepts will be the basic framework for your report.

They will be relying on you for all of the details to make this product successful. They are well funded and ready to bring this product to market, with your help and guidance. Use the attached Marketing Planning Guide to build your marketing plan for their naturally mineral-rich pure mountain water. Be sure to relate the marketing concepts/ theories to this product/ company as you build the marketing plan over the length of the course. Use each of the outline items as headers/ subheads for your analysis.

Be concise and apply each of the appropriate concepts to the WBC scenario. Marketing Planning Guide Section 1 – The Environment (Module 1) · Introduction to Marketing · The Marketing Mix · The Marketing Environment · Marketing and its relationship with other functional areas of business · Strategic Marketing · Planning Process · Strategy · Organizational Levels · Goals and Objectives · Planning Gap · Ethics in Marketing You will create a complete Marketing Plan by the end of the course. You will write the first section of the Marketing Plan for this assignment. Use the guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 1 – The Environment (Module 1).

Over the span of the course, you will gather information from a number of probable sources. Some of the sources may include, but are not limited to, the Internet, public libraries, business magazines, newspapers, the Harvard Business Review, the Wall Street Journal, annual reports, consultant/industry analyst reports, databases, Department of Commerce publications, Temple and other university libraries, trade and academic journals, Moody's, Value Line, etc. You may be surprised and overwhelmed by the volume of information that is available for many topics, though you may have to do some "detective work" to locate them. You may find Web sites such as Hoovers.com and Lexis-Nexis extremely helpful.

Create a 4- to 6-page Word document for your 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.

Paper For Above instruction

Introduction

As the new marketing manager for The Waters Bottling Company (WBC) of Munsonville, New Hampshire, my primary task is to develop a comprehensive marketing plan that positions their natural mountain water strategically in the marketplace. Since the company is newly established and has yet to explore marketing avenues, this plan will serve as a foundation to educate WBC on the essential role of marketing and to craft a clear pathway for launching their product successfully.

Role and Function of Marketing for WBC

Marketing plays a crucial role in differentiating WBC’s water in a competitive industry. It involves understanding customer needs, creating value, and establishing strong brand recognition. For WBC, marketing will focus on emphasizing the purity, mineral content, and unique filtering process of their mountain water, as well as infusing elements of blues music culture to resonate emotionally with target consumers. The function of marketing extends beyond advertising; it encompasses market research, branding, packaging, distribution, and customer engagement, all aligned towards building a loyal customer base and increasing sales revenue.

Product Selection and Development

The product chosen for WBC is a premium bottled mountain water branded as “Blue Ridge Clear,” which echoes the blues music influence and the mountain origin. This product will showcase its natural mineral richness, clarity, and environmentally friendly packaging. The packaging design will incorporate blues-inspired motifs and eco-conscious materials to appeal to health-conscious and environmentally aware consumers.

The Marketing Mix

The marketing mix for “Blue Ridge Clear” involves four key elements:

  • Product: Pure mountain water filtered through granite, mineral-rich, with an emphasis on purity and natural origin.
  • Price: Premium pricing strategy reflecting the quality, mineral content, and branding association with mountain purity and blues culture.
  • Place: Distribution channels will include specialty health food stores, upscale supermarkets, mountain resorts, and online platforms catering to eco-conscious consumers.
  • Promotion: Promotion will leverage storytelling about the mountain source, mineral benefits, and blues music themes. Advertising campaigns, social media, events, and collaborations with blues artists will enhance brand visibility.

Analysis of the Marketing Environment

The external marketing environment includes demographic shifts towards health-conscious consumers, increased demand for natural and mineral-rich waters, and a growing appreciation for eco-friendly packaging. Regulatory factors involve compliance with food and beverage safety standards while maintaining sustainability commitments. The competitive landscape includes established brands like Evian, Fiji, and local artesian water providers. WBC’s competitive advantage lies in its mountain heritage, mineral richness, and cultural branding tied to blues music, which can be emphasized in marketing efforts.

Relationship with Other Business Functions

Marketing at WBC must coordinate with production, supply chain, R&D, and finance. For example, production must ensure consistent mineral content and quality control, while finance will allocate budgets for marketing campaigns. R&D can innovate packaging and product variations to meet consumer preferences. Effective cross-functional collaboration ensures the product’s market success and operational efficiency.

Strategic Marketing Planning Process

The strategic marketing planning process involves situational analysis, setting objectives, segmenting the market, positioning the product, and developing actionable marketing strategies. This process ensures WBC’s marketing efforts are aligned with its overall business goals and resource capabilities. Continuous monitoring and adaptation are essential as market conditions evolve.

Organizational Strategy, Goals, and Objectives

WBC’s organizational strategy emphasizes branding as a premium, environmentally responsible water company that celebrates mountain purity and blues culture. Goals include achieving a 10% market share within the first year in the target regional market, establishing a strong brand presence, and developing sustainable packaging processes. Objectives involve increasing product awareness through targeted marketing campaigns and securing strategic retail partnerships.

Ethical Issues in Marketing

Ethical considerations involve truthful advertising about health benefits and mineral content, environmentally responsible packaging, and fair collaboration with distributors and partners. WBC must avoid deceptive claims, safeguard customer data, and ensure that its marketing practices align with societal values and regulatory standards.

Conclusion

This initial marketing environment analysis sets the foundation for WBC’s strategic market positioning. By leveraging its mountain heritage, embracing eco-friendly practices, and incorporating blues music culture, WBC can differentiate its product and build a compelling brand story. The subsequent phases will involve detailed market research, segmentation, and tactical marketing strategies to ensure a successful market entry and growth.

References

  • American Marketing Association. (2021). Marketing Principles: Frameworks and Strategies. AMA Publications.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Ed.). Pearson.
  • American Beverage Association. (2022). Industry Trends and Consumer Preferences in Bottled Water. ABAB Journal, 34(2), 45–52.
  • Faris, C. & Rogers, D. (2018). Sustainable Packaging Innovations for Beverage Companies. Journal of Environmental Marketing, 12(4), 233-245.
  • Hunt, S. D. (2019). Foundations of Marketing Theory. Harvard Business Review, 97(4), 76-85.
  • Frenk, R. (2020). Branding Strategies for Premium Water Brands. International Journal of Market Research, 62(1), 72-89.
  • Environmental Protection Agency. (2021). Water Quality Standards and Regulations. EPA Reports.
  • Sullivan, R. (2017). Incorporating Cultural Elements in Brand Identity. Brand Strategy Journal, 16(3), 56-66.
  • Johnson, M., & Smith, T. (2022). Consumer Trends in Natural Waters. MarketWatch. https://www.marketwatch.com
  • Smith, L., & Williams, P. (2019). The Impact of Blues Music on Branding and Customer Engagement. Music & Marketing Journal, 8(2), 101-115.

Related Assignments