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Objectives and Issues + Marketing Strategy

The document outlines the first and second year objectives for sales and profitability. The main issues are establishing brand awareness and a relevant brand image. The marketing strategy will position the brand as "More for the same" and target Gen Z and millennials. Distribution will use selective strategies through distributors in grocery stores, health stores, and fitness centers. Marketing communication will not use traditional advertising and will focus on online, trade promotions, and event marketing.

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Hà Phương
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30 views

Objectives and Issues + Marketing Strategy

The document outlines the first and second year objectives for sales and profitability. The main issues are establishing brand awareness and a relevant brand image. The marketing strategy will position the brand as "More for the same" and target Gen Z and millennials. Distribution will use selective strategies through distributors in grocery stores, health stores, and fitness centers. Marketing communication will not use traditional advertising and will focus on online, trade promotions, and event marketing.

Uploaded by

Hà Phương
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Objectives and Issues

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

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