Running Head Wbcm1 A3 The Water Bottling Company July 22

Running Head Wbcm1 A3 1the Water Bottling Companyjuly 22

The Water Bottling Company July 22, 2043 Principles of Marketing The Water Bottling Company Marketing Plan Part 1 Introduction The Waters Bottling Company (WBC) was founded in 2013 in Munsonville, NH. The company was founded by Dr. M. Waters who also serves as the president of the company. They sell granite, filtered mountain water. The company only operating for the past year is ready to sell on a bigger scale and do so by launching a national marketing campaign. WBC will Marketing Mix Marketing Environment Marketing and other functional areas Strategic Marketing Planning Process Strategy Organizational Levels Goals and Objectives Planning Gap References: Book Description Publication Date: June 3, 2012 | ISBN-10: | ISBN-13: | Edition: / Marketing: An Introduction plus NEW MyMarketingLab with Pearson eText -- Access Card Package consists of: / Marketing: An Introduction, Student Value Edition / NEW MyMarketingLab with Pearson eText -- Access Card -- for Marketing: An Introduction Here is the newest version of the text I could find; . Product Details · Loose Leaf: 672 pages · Publisher: Prentice Hall; 1 edition (June 3, 2012) · Language: English · ISBN-10: · ISBN-13: · Product Dimensions: 0.9 x 8.3 x 10.6 inches ISBN: / Preface: You are a marketing consultant 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 a name to identify it. 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. 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. 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 Section 2 – Market Research & Targeting (Module 2) · Market Research · Research Methods & Data Mining · Market Research Process · Consumer Behavior · B2C vs. B2B · Consumer Decision Making Process · Factors Affecting B2C and B2B consumer behavior · Market Segmentation · Market Segmentation Concepts · Segmentation Process · Segmentation Strategies · Target Marketing Section 3 – Product & Price (Module 3 LASA 1) · The Product · Product Levels: Core, Actual, & Augmented (Packaging) · Product Life Cycle · BSC Model · Services Marketing · Price Determination & Pricing Strategies · Supply & Demand · Competition · Objectives and Strategies Section 4 – Place & Promotion (Module 4) · Distribution Channels · Length & Width · Direct & Indirect · Vertical & Horizontal Channel Conflict · Promotion · Communication Process & Tools · Product Life Cycle · Push vs. Pull Section 5 – 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

Paper For Above instruction

Introduction

The Water Bottling Company (WBC), established in 2013 in Munsonville, New Hampshire, stands at the threshold of a significant expansion in its business operations. Under the leadership of founder and president Dr. M. Waters, known fondly as Muddy Waters, the company specializes in selling granite-filtered mountain water that is pristine, mineral-rich, and naturally pure. Until now, WBC has operated with minimal marketing efforts, primarily focusing on production; however, with their recent readiness to scale operations and pursuit of a national market presence, an integrated marketing plan becomes essential. This paper explores strategic marketing concepts to guide WBC in successfully launching their product nationwide.

Market Environment and Analysis

Understanding the market environment is critical for WBC’s success. The company’s unique selling proposition hinges on the purity and mineral content of their mountain water, which appeals to health-conscious consumers seeking natural hydration options. The analysis of external factors—including demographic shifts, consumer preferences, and competitive landscape—suggests an increasing demand for premium bottled water, particularly among affluent urban populations interested in health and wellness trends. Additionally, regulatory considerations concerning bottled water and environmental sustainability are vital components affecting WBC’s future operations.

Market Research and Targeting

Proper market research will enable WBC to identify and target the appropriate consumer segments. Consumer behavior studies reveal that B2C customers in the premium bottled water market are influenced heavily by health benefits, purity, brand image, and lifestyle alignment. Segmentation strategies can focus on demographic factors such as age, income, and lifestyle preferences—particularly targeting affluent, health-oriented individuals aged 25-45 who value natural products and are willing to pay a premium for quality water. Market research methods, including surveys and data mining, should inform these segments, ensuring effective targeting and positioning.

Product and Price Strategy

Developing the product involves defining core, actual, and augmented levels. The core product is naturally mineral-rich mountain water; the actual product encompasses bottle packaging that preserves water quality and appeals aesthetically to target consumers—possibly incorporating blues music themes to reflect Dr. Waters’ interests and the company's branding ethos. The augmented product might include eco-friendly packaging and branding messages emphasizing purity and health benefits.

Pricing strategies should reflect both the premium nature of the product and market demand. Penetration pricing could be employed initially to attract consumers, followed by value-based pricing to sustain profitability as brand recognition grows. Competitive analysis shows there are several premium bottled water brands, but WBC’s unique mineral profile and branding can justify higher price points.

Distribution and Promotion

Distribution channels should include both direct channels—such as company's website and exclusive boutiques—and indirect channels like upscale grocery stores and health food markets. Vertical conflicts with retailers can be mitigated through clear agreements and strategic partnerships. Promotion strategies must leverage integrated marketing communications, including advertising, public relations, and sales promotions. Emphasizing the lifestyle and health benefits associated with the water, coupled with storytelling reflecting blues music influences, can resonate with consumers emotionally and culturally.

Brand Management and Global Opportunities

Brand management strategies should focus on building an emotional connection via storytelling that aligns the product with health, purity, and musical heritage. International markets present opportunities for WBC, especially in countries with rising health consciousness and demand for premium bottled water. However, global expansion entails navigating logistical, regulatory, and cultural challenges—requiring adaptive marketing approaches.

Implementation and Evaluation

Effective implementation involves establishing clear objectives, timelines, and budget allocations for marketing activities. Monitoring metrics such as sales volume, market share, and brand awareness levels will measure success. Regularly reviewing these metrics enables strategic adjustments, ensuring the marketing plan remains aligned with business growth objectives.

Conclusion

WBC’s foray into the national bottled water market hinges on carefully crafted marketing strategies rooted in sound principles of segmentation, targeting, positioning, and branding. By leveraging its unique product attributes and aligning marketing efforts with consumer preferences and lifestyles, WBC can effectively establish itself as a premium brand. Critical to this success will be innovative packaging, emotional branding, and robust distribution channels that together foster consumer loyalty and sustainable growth.

References

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