Brand Promoting Campaing for Dew Drops - Case Study Example

Marketing Strategy for Dew Drops Table of Contents Marketing Strategy for Dew Drops Table of Contents 2 Introduction 3 Marketing Strategy of the Product 3 Segmentation 3 Targeting 4 Positioning 4 Marketing Campaign for the Product 5 Product 5 Price 6 Place 7 Promotion 7 Conclusion 8 Reference List 9 Introduction The paper focuses on conducting a marketing campaign for a bottled water company, Dew Drops to help it gain needed revenues and marketing potential relating to the consumer market in United Kingdom. It would aim to reflect on the marketing campaign and planning for the bottled water product through defining the segmentation, target market and positioning strategies. Similarly the 4Ps related to the packaged water or bottled water product would also be evaluated in the paper to help contribute in mass marketing of the same in United Kingdom and other foreign territories. Marketing Strategy of the Product Segmentation Segmentation is identified as an effective marketing strategy such that it contributes in dividing the total consumer population into definite segments such that each of the different segments reflect identical attributes and characteristics pertaining to the demand for a specific product or service. Thus the process of dividing the entire consumer market into consumer groups reflecting the same needs and wants reflects the main objective of customer segmentation (McDonald, 2012). Segmenting the consumer market in the above process helps the business organization to tailor the production and service delivery mechanism in meeting the specific customer and business objectives (Cant et al., 2009). The market for Dew Drops in United Kingdom can be effectively segmented into both business and domestic consumers. The business consumer class related to the bottled water consists of corporate consumers and also other restaurants and hotel companies that tend to serve consumers with drinking water. Similarly bottled water of Dew Drops owing to its healthy attributes is also demanded by individual consumers focusing on savouring on safe drinking water. Again high quality bottled water is also demanded by the travelling and tourism industry in terms of catering to its consumers in long distance journeys. Targeting The target market strategy tends to effectively narrow down the market focus of the organization such that it would focus on the meeting the needs and demands of this specific consumer group to help enhance their level of business revenues and market share. Thus the target market for the business must be identified as such consumer groups that contribute in helping develop the market for the merchandise in the specific region (Friedmann, 2009). Depending on the nature of the target market that the company focuses on undertaking different types of targeting strategies to help address the preferences and needs of the target consumers (Dave, 2008). One specific strategy that can be undertaken related to the target market for Dew Drops relates to the focus on Concentrated Targeting such that it helps in the understanding of the specific needs of the customers to act accordingly. The target market for Dew Drops is taken to be the business class consumers relating to the hotels and restaurants such that the same helps in procuring the packaged or bottled water in quantifiable amount to meet the needs of safe drinking water for its consumers. Positioning Dew Drops having identified the key target market as the restaurants and hotels need to effectively position the brand among the consumers through reflecting on its enhanced features and product attributes as would help in meeting their different needs (Strydom, 2005). The company would need to project the bottled water brand as high in quality and low in price such that the same is procured in quantifiable amounts by the hoteliers and restaurant companies in meeting their catering needs (Chew, 2009). Dew Drops need to be rightly position the product as an effective health supplement such that it helps in countering the growth of calories, sugar and undue growth of minerals in the bodies of individuals and also in that the same helps in meeting the environmental standards in terms of use of recycled packaging materials and in reducing the impact on groundwater resources of the different regions. Marketing Campaign for the Product Product Product Mix relates to the different product lines that are offered by a product organization to its consumers. The product mix of a company is evaluated based on parameters like width, depth and consistency such that the width parameter reflects on the different types of product lines that a company tends to offer to its consumers. Depth parameter relates to the different product variants that are offered to the customers by the product manufacturing and distribution company. Thus where width reflects on different product categories, depth reflects on the sizes and formulations of different types of products offered. Finally consistency parameters related to the product mix relate to the manner the different product lines tend to relate to each other in terms of their end uses (Majumdar, 2007). Dew Drops aims at generating the right product mix through generation of packaged bottles of drinking water in different sizes such that it aims in meeting the demands of both its retail consumer force demanded packaged or distilled drinking water and also of large bottled water aimed at meeting the needs of the corporate and restaurants. Its product mix thus reflects needed depth in aiming in meeting the needs of its different consumers. Similarly the company also aims in enhancing the product mix through generation of refreshing soft and aerated drinks for the consumers that reflect lesser calories. Width of the product mix relating to Dew Drops reflects on the different categories relating to fresh water category, mineral water category and also to other fresh fruit drinks. Price The price mix relates to the pricing strategy to be employed by the different organizations to help in generating greater appeal to the consumers relating to the different types and category of products produced by the company. Different types of pricing strategies are incorporated from time to time like penetration pricing, skimming pricing, product line pricing, bundle pricing and also premium pricing strategies. Penetration pricing strategy involves discounting the products to help generate effective penetration of the product in the mass market while skimming pricing strategy relates to the segmenting of the price structure relating to the attributes and features of the different products. Products are introduced in the market at a higher price which is then lowered to help generate effective penetration in the mass market. Product line pricing relates to fixing the price related to different product categories while premium pricing strategy relates to fixing an extra price of luxury or premium products (Lamb et al., 2011). Dew Drops to effectively market its products among the target consumer groups and also to gain on needed revenues can focus on the incorporation of skimming pricing strategy. Use of skimming pricing helps the company to charge premium pricing for the bottled waters marketed along offices, restaurants and hotels. Further moderate pricing techniques can also be used by the company relating to the development of the refreshing drinks promising low calories, freshness and high quality. On the contrary the company can focus on the use of penetration pricing techniques for the distilled water bottles marketed to the individual consumers. Operating on the above price mix is taken to help the company in effectively penetrating the retail consumer market while at the same time helps the company in gaining on margins from marketing the products to restaurant and corporate consumers. Place The place mix relating to marketing focuses on the development of strategies that aims in the effective channelization of the products to the ultimate consumers. Decision making relating to the effective distribution channel relates to the choice of mediums that help in allocating the goods and services to the consumers in an effective fashion. The effectiveness of the marketing channel or the place mix relates to the reduction of time and cost required to generate the commodities to the ultimate consumers. Distribution mix can be enhanced through the incorporation of middlemen or in the opening up of a large number of outlets and shops to generate greater accessibility of products to consumers (Young and Pagoso, 2008). Relating to place mix Dew Drops is required to focus on the incorporation and integration of different types of distribution strategies like the use of warehouses to help store large volumes of packaged water bottles and thereby transporting them to the retail outlets through use of logistics and transport mechanisms. Similarly, Dew Drops can also focus on the opening up of retail stores in different regions which can help improve on the accessibility parameters in letting the consumers procure the same in a convenient and easy fashion. In the age of internet the company can also focus on incorporating internet based mediums like social networking platforms and development of its own website to help reach the consumers in a faster manner. Use of e-commerce can also be incorporated as an effective tool that contributes in helping the consumers gain easily order and purchase selected products in an online fashion. This parameter contributes in helping the consumers procure products in a more convenient manner. Promotion Promotion Mix relates to the development of promotional strategies through the use of effective promotional tools like advertising in different types of media, promoting the products through the use of sponsors, public relation campaigning activities and also the use of direct marketing activities. Blend of different types of promotional tools contribute in generating large scale awareness of the product or service brand to the mass market (Kotler, 2010). Dew Drops aims in incorporating different types of promotional strategies to help gain an effective place in the market for bottled waters in United Kingdom. The company aims to use traditional marketing and promotional techniques consisting of generation of advertisements in audio-visual media while also generating print advertisements to be published in leading magazines aiming to cater the tourism, food and restaurant market. Further the promotional mix of the company also needs to focus on the development of internet based marketing programs through the use of social networking platforms like Facebook and Twitter. Working based on the above mediums contribute in generation of viral marketing activities that in turn help the company to present its offerings to a large number of consumers belonging to different communities. The above strategy is also taken to help generate needed brand awareness for the company in both regional and international markets. Conclusion Dew Drops in United Kingdom would be essentially marketed to consumers both business and domestic class such that hotel and restaurant companies along with offices tend to constitute the avid buyers of the water product. Similarly along with touring companies the bottled water is also increasingly favoured by individuals focusing on sustaining effective health. Dew Drops aims to generate different product categories consisting of fresh and mineral water and also juice products to meet the variegated needs of consumers at different price ranges. Promotional and distribution tactics are employed to generate greater awareness. Reference List Cant, M.C., Strydom, J.W., Jooste, C.J. and du Plessis, P.J., 2009. Marketing Management. South Africa: Juta and Company Ltd. Chew, C., 2009. Strategic Positioning in Voluntary and Charitable Organizations. New York: Routledge. Dave, C., 2008. Internet Marketing: Strategy, Implementation And Practice. New Delhi: Pearson Education India. Friedmann, S., 2009. The Complete Idiots Guide to Target Marketing. United States : Penguin. Kotler, P., 2010. Principles Of Marketing: A South Asian Perspective. 13th ed. New Delhi: Pearson Education India. Lamb, C., Hair, J. and McDaniel, C., 2011. Essentials of Marketing. United States : Cengage Learning. Majumdar, R., 2007. Product Management In India. New Delhi: PHI Learning Pvt Ltd. McDonald, M., 2012. Market Segmentation: How to Do It and How to Profit from It. United Kingdom : John Wiley and Sons. Strydom, J., 2005. Introduction to Marketing. South Africa : Juta and Company Ltd. Young, F.C. and Pagoso, C.M., 2008. Principles of Marketing. United States : Rex Bookstore, Inc. Read More