The new 4Ps for Dasani water - Research Paper Example

Dasani Water Dasani Water Dasani is a brand of decontaminated bottled water produced and supplied by The Coca-Cola Company. Due to increased advancement and marketing demand, the company decided to employ the new four Ps that include people, processes, programs and performance as a viable marketing strategy. Below is a discussion of the new 4Ps for dasani water. People As the market continues to become more complicated, Coca-Cola Company has increased the number of people taking part in the marketing ecosystem of dasani water.

For instance, its marketing involves the incorporation of Coca-Cola contact center, customers, and field marketing. Workers and other participants in different departments including finance and market research come together to assess marketing solutions for dasani water (Bartol, Canney, Cunningham, Flaherty & McNamee, 2011). Participants are responsible for establishing how to appropriately align individuals and support teamwork across its marketing environment. Additionally, dasani marketers have to deeply understand the lives of consumers before determining their preferences.

Processes After aligning people for teamwork and information sharing, the company documents and automates the processes thereby creating an effective coalition. As the market becomes more complicated, process becomes essential in aligning the correct individuals with the appropriate marketing activities. This would assist in performing close-loop marketing speedily while penetrating new markets. When marketing dasani water, the company employs state-of-the–art marketing ideas by establishment the correct set of processes to control the activities involved (Ferraro, Bettman & Chartrand, 2009).

Some of the processes used in marketing the product include execution, operational and analytical processes. During the execution phase, Coca-Cola Company uses both outbound marketing and inbound marketing to introduce this brand into new markets (Rodwan, 2006). Dasani is also being marketed digitally through social media. The process creates a lot of positive feedback from the customers. Considering that majority of the customers are college students and other workers who mainly rely on social network to obtain information, the company has succeeded in marketing the product digitally.

In operational processes, dasani has a high quality branding that enhances its marketing capacity. Some of its analytical processes include performing an extensive assessment on customer value and market intelligence to establish the right time to deliver the products (Petromilli, Morrison & Million, 2002). After customer value analysis, it is evident that dasani witnesses a reduction in the quantity of sales during winter and increases in summer. Programs Coca-Cola Company has managed to establish consumer directed assistance services that link the company and its consumers.

This includes creation of discussion forum and instant customer feedback that ensures that customers plights are taken into consideration and appropriate response provided immediately (Doria, 2006). Performance Marketing managers are required to assess the outcomes of dasani marketing campaigns. The managers are required to show how the company has benefited from its marketing investment. The managers have succeeded in demonstrating the positive results of their marketing strategy by improving the number of sales of this product.

This has been made effective through successful measurement of the targeted marketing operations, especially the use of social media. According to Team, the dollar returns of this product increased by 3.4 percent in American stores in 2013 after introducing the application of new 4Ps in their marketing (Team, 2014). The objective was accomplished by incorporating marketing of this product with the company’s finance, intelligence, and IT. The objectives were achievable by ensuring that individuals and processes are aligned effectively.

Apart from being more profitable, marketing has improved the brand and customer equity of this product. References Bartol, D., Canney, J., Cunningham, J., Flaherty, S., & McNamee, L. (2011). Marketing of Bottled Water: Business and Ethical Issues. InSight: Rivier Academic Journal, 7(1). Doria, M. D. (2006). Bottled water versus tap water: understanding consumers-preferences. J Water Health, 271, 276. Ferraro, R., Bettman, J. R., & Chartrand, T. L. (2009). The power of strangers: The effect of incidental consumer brand encounters on brand choice.

Journal of Consumer Research, 35(5), 729-741. Petromilli, M., Morrison, D., & Million, M. (2002). Brand architecture: building brand portfolio value. Strategy & leadership, 30(5), 22-28. Rodwan Jr, J. G. (2006). Bottled Water 2005. Water Conditioning & Purification. Team, T. (2014). Coca-Cola Earnings Preview: Powerade And Dasani Could Offset Decline In Colas. Retrieved from http://www.trefis.com/stock/ko/articles/227321/publish-today-feb-18-coca-cola-earnings-preview-powerade-and-dasani-could-offset-decline-in-colas/2014-02-17