Professional Documents
Culture Documents
Objectives and Issues + Marketing Strategy
Objectives and Issues + Marketing Strategy
First-Year Objectives
Achieve 1% share of enhanced water market/ about $70mil in sales
4th quarter: reach break-even point
Average retail price: $2.39
Sales goal: 29,297,688 bottles
Second-Year Objectives
Unveil more flavors, including 0-calorie varieties
Increase sales to $150mil
Issues
Main issue: Ability to establish brand awareness & brand image which is
relevant to customer segments
Invest in nontraditional promotion to accomplish goals + spark WOM
Establish distributor + retailer relationships to make product available + provide
POP communications
Measure brand awareness + knowledge to adjust marketing efforts if needed
Marketing Strategy
“More for the same” positioning
Establish channel differentiation, available in locations where opponents are not
Main target segments: Gen Z + millennials
Focus on young adult market
Subsets include: athletes, the health conscious, the socially responsible
Positioning
“Expect more” value proposition
Differentiating the brand based on: product features, desirable benefits, values
Focus on conveying that NutriWater is more than just a beverage: more value,
same price
Product Strategy
Sold with all features described in the product review section
More varieties will be available
Add 0-calorie version, provide health benefits
Apply experience in brand-buiding as important part of product strategy
All marketing mix aspects will be consistent with the brand
Pricing
Follow competition-based pricing strategy
Not quote list prices, prices change based on retail outlet + if product is
refrigerated.
Regular prices for single 20 oz bottles of competing products: $1.00 in discount-
retailer stores, $2.79 in convenience store + fitness centers
NutriWater not target in those places Allow to set prices at the average or
higher for same products in same outlets
Grocery chains: about $1.99/bottle
Distribution Strategy
Employ selective distribution strategy with popular regional grocers, health and
natural food stores, fitness centers
Executed through a network of independent beverage distributors
Chill Soda drink line success using this method: Place coolers with brand logo in
unique venues expose brand to target customers
Brand expanded by getting contracts with retailers
Same approach will be taken, from small larger chains
NutriWater not target all same stores because many outlets were unique to the
positioning and target customer of Chilli Soda
Marketing Communication Strategy
Not follow traditional mass-communication advertising: no broadcast or print
advertising
Promotional resources focus on 3 areas:
- Online and mobile marketing: Build web and mobile brand sites, create
presence on social networks, mobile phone ad campaign
- Trade promotions: Rely on relationship with retailers: POP displays, branded
coolers, volume incentives and contests
- Event marketing: Distribute samples at events
Marketing Research
Monitor online discussions: gauge customer perceptions of the brand, products
and general satisfation.
Crowdsourcing methods will be ultilized