Strategic Marketing Plan for Buxton Water - Assignment Example

Running Head: report Strategic marketing plan for Buxton Water of the of the of the Introduction Strategic marketing starts with strategic analysis of company’s competencies, vision and competitors in the market. Strategic marketing plan for Buxton water also builds upon these fundamentals before framing its promotional, pricing and communication strategies. Because bottled water industry is continuously on rise, it becomes imperative to first define the mission of Buxton water. Following the vision and mission is the present market condition of Buxton, based on which are the marketing strategies and tactics. These marketing strategies will depend upon the current demand, rivals in the market, present customer perception and current market share. Vision and mission of Buxton water Buxton water aims to establish its natural spring water as an item which carries the same daily importance as bread and milk. Seen earlier as a premium product, bottled water should now be included in normal diet and water intake of people. Hygiene, purity and health should not be compromised with even abundant things like water. Present market condition Presently, Buxton water is sold under the brand name of Nestle which is renowned for its eatables and beverages. However, bottled water is something which still needs to be known to a majority of population who consider it as a luxury item. Especially in UK, masses are unaware of healthy hydration and rely on tap water. Buxton is continuously rising as a brand in UK but this is the time when it has to establish its name and brand to do away with initial competition. Marketing strategies To raise a culture of using bottled water in daily intake, Buxton has to make use of several strategies which are discussed as below: Sponsorships Sponsorships are an apt means to associate products and brands with personalities, sports, events, etc to add value to the products as people or events which are sponsored speak on behalf of the product. The appeal, charisma and popularity of the sponsored help promote the vision and mission of the product. Buxton water wants to promote the message of healthy hydration and including bottled water in daily routine of people. This purpose can be solved by sponsorships of events which reflect health, culture and benefits of consuming bottled water. Sporting events are the biggest demanders of bottled water where long term contracts are signed with renowned bottled water companies. Health of sportsmen and officials is of utmost importance and no compromises are done even with the water brand. Buxton water can encash this opportunity by sponsoring various sports events and tournaments (ECB n.d). Generally it is found that sportsmen are the idols of millions and people try to imitate the lifestyle, habits and even brands which these sports personalities use. If popular stars are using Buxton water, it will automatically spread the message of healthy hydration and benefits which Buxton garners. With the support of sports stars, Buxton can also organize its own events in which consumers can participate. It will allow interactive sessions between the company and the consumers, bringing them closer to the brand and associating themselves more closely with the message of healthy hydration. Details of sponsored events can also be given on the packaging to add value and awareness of company’s strategies. Packaging Packaging serves as a ‘silent salesman’ in the field of marketing because apart from differentiating the brand from that of its competitors, packaging also carries advertising appeal and convincing power. For products like groceries, bottled water and other eatables, packaging is essential to convey healthy diet messages and benefits of the product to the consumers. Buxton water attaches greater significance to healthy hydration and Corporate Social Responsibility drive in which packaging will promote strategy of Buxton water. To incorporate packaging principles, Buxton water should go for re-use packaging in which package can be used after the product is consumed. This will fulfil the recycling aspect of the company also where after consumption; the packages can either be recycled or used to make jewellery, handbags and other items. Although usage of plastic in packaging is suggested to be as low as possible, yet whatever plastic is used should be reusable or recyclable. Also, key benefits of using bottled water, nutritional guide and other health aspects should be shown on the packaging which will add value to the product and make it easier for the consumers to understand the message of the company. A clean and fresh packaging design will also assist Buxton water in differentiating its brand from others as it will stand-out from retail shelves and will attract more eye-balls (Marketing Magazine 2010). Building upon the packaging element of strategic marketing, Buxton water can introduce nozzle shaped bottles which can be fit into bicycles to promote their sponsorship campaigns. This will strike people’s psyche that are die hard fans of sportsmen and will try to imitate their drinking habits. Compact sized bottle will also be preferred by teenagers, kids and people who regularly follow sports. Healthy campaigns To build on strategic marketing, Buxton has to bring its retailers and independent sellers also into the drive. Notion of healthy hydration can be established firmly if multiple buy-deals are allowed to customers. For example, Nestle brand owns many other complimentary products like chocolates, juices, ready-to-eat items, etc. Buxton can provide its retailers the opportunity to earn prizes if they are able to sell multi-buy products like bottled water combined with chocolate, toffees and so on. It will not only add value to the offer, but also encourage the retailers and sellers to actively participate in the campaign. Benefits of bundling of products will augment the healthy hydration proposition. Also, Nestle can make use of different timings of the day when our body needs proper hydration after a long period of gap. Morning is one such time when after sleeping for 8-10 hours; our body needs pure and fresh water. This requirement of the body is usually met with juices, tea and coffee. Buxton can encash this opportunity by bringing in the concept of using bottled water to make tea, coffee and even starting the day with a glass full of natural spring water. Apart from breakfast time, there are multifarious incidents in a single day when hydration is required. Catch can be incorporated by adding the fact that natural spring water is completely free of calories, so it is all the more beneficial for people who are trying to get slimmer and require something which is zero percent sugar free, yet beneficial and healthy. This can add competitive advantage to the marketing of Buxton water against juices and other preferred beverages (The Grocer 2011). To add an extra element, bottled water can even be served in orange and lemon flavours to replace the stereotype juice intake. Differentiating the product The essence of marketing of bottled water lies in how well it is differentiated from other brands. Because water is abundant on earth, major focus of Buxton’s marketing campaign should be on listing the unique features of its bottled water when compared to other companies. One of the main sources of differentiation is to promote the origin of the water spring. For example, natural water coming from mountains, natural springs and valleys is considered very pure as contrasted to normal tap water which is processed and then made pure. Promotional stories of the origin of water, its uniqueness, closeness to nature and health benefits can allure people include Buxton water in their daily routine. Internet marketing strategy Digital space has revolutionized the marketing arena. It is now a quick and responsive means of communicating messages and getting instant feedback of consumers. Full utilization of internet can be made to educate consumers about the purity and benefits of bottled water over tap water. With the advent of social networking sites like Orkut, Twitter, Facebook, etc., Buxton water can start awareness campaigns telling consumers about how bottled water usage can bring health and hygiene in their daily routine. Various quizzes and competitions online also help to serve the awareness quotient of consumers so that they get inclined towards bottled water. Conclusion The bottled water industry is in growth phase with enormous opportunity for players who can position their brands at the right place and at the right time. Bottled water industry is one which is guided by customer perceptions, awareness quotient and brand loyalty. Aggressive marketing strategy is to be used to promote both the brand and the cause of using fresh, hygienic, calorie free and clean water. Strategies in terms of recyclable packaging, compact sized bottles, sponsorships, capturing digital space and other differentiating tools have to be implemented simultaneously to weed out any competition from the market. References ECB (n.d). Buxton water [online] available from < http://www.ecb.co.uk/ecb/partners/buxton-water,1284,BP.html> [accessed 15 Aug, 2011] Marketing Magazine (2010). Buxton water revamps packaging with cleaner design [online] available from < http://www.marketingmagazine.co.uk/news/998837/Buxton-Water-revamps-packaging-cleaner-design/> [accessed 15 Aug, 2011] The Grocer (2011). Nestle seeks a place for Buxton water at the breakfast table [online] available from [accessed 15 Aug, 2011] Read More