Assignment: Market Plan Section
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. The completed sections of the marketing plan will be submitted in the Dropbox for each module. 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
o The Marketing Mix
o The Marketing Environment
o Marketing and its relationship with other functional areas of business
• Strategic Marketing
o Planning Process
• Strategy
o Organizational Levels
o Goals and Objectives
• Planning Gap
o Ethics in Marketing
Assignment 2: Business Environment and Marketing Research
Using the Waters Bottling Company in Module 1, continue to build the Marketing Plan Sections for the product you have selected/ invented/ created. Complete the following in MS Word: Be concise but complete in your analysis of each plan element. Your employer wants to know you have left nothing out in your analysis.
This assignment represents Section 2 of the Marketing Plan. Use the Marketing Plan guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 2 - Marketing Research & Target marketing (Module 2).
Section 2 - Market Research & Targeting (Module 2)
• Market Research
o Research Methods & Data Mining
o Market Research Process
• Consumer Behavior
o B2C vs. B2B
o Consumer Decision Making Process
o Factors Affecting B2C and B2B consumer behavior
• Market Segmentation
o Market Segmentation Concepts
o Segmentation Process
o Segmentation Strategies
• Target Marketing
Assignment 2: LASA 1: Product & Price
Using the Waters Bottling Company in Module 1, continue to build the Marketing Plan Sections for the product you have selected/ invented/ created. Complete the following in MS Word: Be concise but complete in your analysis of each plan element. Your employer wants to know you have left nothing out in your analysis.
This assignment represents Section 3 of the Marketing Plan. Use the guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 3- Product & Price (Module 3).
Section 3 - Product & Price (Module 3 LASA 1)
• The Product
o Product Levels: Core, Actual, & Augmented (Packaging)
o Product Life Cycle
o BCG Model
• Services Marketing
• Price Determination & Pricing Strategies
o Supply & Demand
o Competition
o Objectives and Strategies
You will create a complete Marketing Plan by the end of the course. You will write the third section of the Marketing Plan for this assignment. Use the Marketing Plan guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 3 - The Product & Pricing (Module 3).
Section 4 - Place & Promotion (Module 4)
• Distribution Channels
o Length & Width
o Direct & Indirect
o Vertical & Horizontal Channel Conflict
• Promotion
o Communication Process & Tools
o Product Life Cycle
o Push vs. Pull
You will create a complete Marketing Plan by the end of the course. You will write the Fourth section of the Marketing Plan for this assignment. Use the Marketing Plan guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 4 - The Place & Promotion (Module 4).
Assignment 1: LASA 2
Marketing Plan
By the due date assigned.
Throughout this class you have examined a product of the Waters Bottling Company and addressed market concepts/ theories that will play a role in the success or failure of that given product.
Using the Waters Bottling Company in Module 1, continue to build the Marketing Plan Sections for the product you have selected/ created. Complete the following in MS Word: Be concise but complete in your analysis of each plan element. Your employer wants to know you have left nothing out in your analysis.
This assignment represents Section 5 of the Marketing Plan. Use the guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 5- Personal Selling & Global Markets (Module 5).
Section 5 - Promotion Mix/ Personal Selling & Global Markets (Module 5 LASA 2)
• Promotion Mix
o Advertising
o Personal Selling
o Sales Promotion
o Direct Marketing
o Public Relations
• Brand Management
o Branding Strategies
o Emotional Branding
o Brand Extension
• Global Markets
o Opportunities & Challenges
Executive Summary
• Marketing Implementation & Evaluation
• Careers in Marketing
You will create a complete Marketing Plan by the end of the course. You will write the Fifth and last section of the Marketing Plan for this assignment. Use the Marketing Plan guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 5 - The Promotion Mix/ Personal Selling & Global Markets (Module 5).
Relate all responses using the WBC scenario and the product you have selected to market in Module 1.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.