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M1: A3 Essay

1177 words - 5 pages

Running head: Waters Bottling Company – Marketing Mix

Waters Bottling Company – Marketing Mix
Jeri D. Tout
Argosy University

The marketing mix and strategy of the Waters Bottling Company to include their strengths, weaknesses, opportunities, and threats as well as the product, price, place and promotion. The mission statement is “to serve you by bringing you water, pure and simple.”
Waters Bottling Company – Marketing Mix
Section 1 – The Environment (Module 1)
· Introduction to Marketing
o The Marketing Mix
· Product: Mineral rich pure mountain water bottled in glass bottles. Reason for bottling water into glass bottles is it is eco-friendly and ...view middle of the document...

· Promotion: Most industries focus on making bottled water a healthy alternative to soda. While it still remains healthier than soda, glass bottled water is more beneficial to people and the environment. Glass bottles can be reusable whereas plastic bottles are not and therefore are better for the environment. Advertising to be done through commercials where they can play smooth Blues music in the background while the spokesperson could say “Just stop and relax with our chilled mineral rich mountain water.” With people more concerned about the welfare of the planet, the glass bottled water is a perfect option.
o The Marketing Environment
· The demands of the consumer can affect the demands of the business. By building customer relationships, the company will be able to retain customer value. Customers will continue to come back to the glass bottle because it does not contain any weird after tastes, but the bottle can be reused for tap water.
§ Company and Consumer analysis leads to the fact that cities are cutting back on waste caused by plastic water bottles. The plastic water bottles are rarely recyclable after so many uses and therefore placed into a landfill. The opportunity here is that glass is forever recyclable and would cut back on waste. It’s simply healthier for people and the planet.
o Marketing and its relationship with other functional areas of business
· Marketing ties into several different facets of business such as production and finance. With the WBC, or the Waters Bottling Company, the relationship between such is crucial. In production, marketing needs to be aware of where the product is going, how it is being labeled, and how it’s being shipped. With glass bottles, a certain packaging is required, but to maintain low costs to keep prices low, the production team would need to find simpler ways to ship. With the finance department, marketing would need to keep in touch to make sure there is an adequate budget for research, promotion, and production (Triple A Learning).
· Strategic Marketing
o Planning Process
· Mission Statement: We are here to serve you by bringing you water, pure and simple.
· As defined by Gary Armstrong, a marketing strategy is “the marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships” (p. 47, Marketing). As such, the planning process to build such relationships needs to be placed on valuing our customers, or to have a customer-centered marketing strategy. How is WBC different from any other bottling company? WBC provides clean mineral rich pure mountain water supplied not in plastic bottles, but in glass.
· SWOT Analysis:
§ Strengths: Company is...

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