John Ludeke and Rebecca Tucker
Washington University in St. Louis, USA

Bottled water. Shaken, not stirred.

Overview: The Client is a supplier and distributor of bottled water who will be launching a water which carries a mechanism in the lid which when pushed down, releases concentrated powder into the water turning it into an calmative drink, an energy drink or a vitamin supplement, all of which will create a new water drink.

The target audience is 18 - 24 year olds, male and females, equally.

The Client wishes to make inroads against the well entrenched and armed beverage competitors, as a result of the inroads taking place in the community for healthy beverage alternatives. The Client needs the new product to be seen by potential customers as being the 'new cool'.

With this in mind, the brief also calls for recommendations for a brand name for this product. You can also select one variant you will launch. (ie calmative drink, an energy drink, or a vitamin supplement).

The Assignment: Write the marketing plan to successfully launch the new bottled water product and address the following marketing objectives.

And:

  • Achieve awareness and acceptance among target consumers as well as gaining high levels of trial.
  • Achieve immediate share in the beverage sector and maintain strong support in Supermarkets and vending machines and look for new distribution opportunities outside traditional channels.
  • Generate good media support in an unpaid publicity sense.

Specifics:

  • Detail the product offering and unique selling proposition (USP)
  • Provide a clear and achievable launch strategy
  • Brand the product and the variant.
  • Outline the Trade Distribution Plan.

Budget:
Your Budget for the 2-month launch phase in your Country is US$750,000. The Client realises that this is not a large budget, but expects the Agency to make it work, given the dynamics of the young target audience. The Client is aware that media advertising is not possible within the tight budget parameters.