Waters Water Case Study

Section 1 – The Environment (Module 1)

• Introduction to Marketing The Waters Bottling Company (WBC) has been in business for one year and is looking to establish an effective marketing plan to grow the success of their business. o The Marketing Mix “Marketing mix is the set of tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market” (Armstrong and Kotler, 2015).

• Product: The product is filtered mountain water. I suggest the name be Waters’ Water, after Dr. M. Waters. The label should have the name written in the center and have a graphic image of mountains behind it indicating the mountain water. At the bottom

o The Marketing Environment “A company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers” (Armstrong and Kotler, 2015). The primary demographic for WBC is all ages, large families, small families, and single individuals. Since everyone needs to drink water, Water’s Water is able to serve all individuals. o Marketing and its relationship with other functional areas of business WBC needs to be aware of how the marketing of their water will affect the business as a whole. They have to be knowledgeable when it comes to where the water is from, how it is purified, where and how the bottles are made, and the distribution of the bottles of water as a whole. They also have to be aware of their competitors and what they how they are producing their water and trying to make their brand better as

o Planning Process Waters Bottling Company must develop a marketing strategy in order to make sure they have a thriving, successful business. WBC must identify what their goals are to keep the company successful. Next, they will need to formulate a method on how to follow through with those ideas. Third, they need to devise ways to achieve the strategies. Finally, they need to develop benchmarks to evaluate the success of the company and confirm that their ideas and strategies are keeping the product