Marketing Proposal for Tranquil Water

I. Introduction

Protecting water during a drought is essential because it is a precious resource. One industry that has faced criticism for its water policies during the California drought is the bottled water industry. One such business, Life Water, a multi-million dollar water manufacturing operation 150 kilometers outside of Los Angeles, has come under fire from the neighborhood for overusing the local water supply. The plant manager, Zara Leono, responded to the criticism by posting controversial comments on her social media account, which exacerbated the backlash.

This is a critical time for Life Water. The company has recently invested five million dollars in creating a greener company. It is about to relaunch its elite product line, Tranquil Water, with a new bottle made from bioplastics. Therefore, Life Water has hired a marketing team to develop a marketing proposal that promotes the company’s greener plans, manages the backlash from Ms. Leono’s comments, and emphasizes using bioplastics in Tranquil Water.

This marketing proposal aims to create a branding and marketing plan for Life Water’s Tranquil Water product line, emphasizing its use of bioplastics and promoting the company’s sustainable practices. The proposal includes a new logo and slogan design, packaging proposal, marketing mix, advertising plan, sales promotion plan, public relations plan, and social media PR campaign. The proposal aims to address the community’s concerns about the company’s water usage during the drought, manage the adverse effects of Ms. Leono’s comments, and promote the company’s sustainable practices and elite product line.

The paper will begin with an overview of Life Water and the current situation, followed by a discussion of the purpose of the marketing proposal. The paper structure will then be outlined, detailing each section’s different sections and word count. The marketing proposal will focus on the branding and marketing plan for Tranquil water and the social media PR campaign to promote Life Water as a greener company. The proposal aims to provide a comprehensive and effective solution to Life Water’s current challenges while promoting the company’s sustainable practices and elite product line.

II. Market Analysis

We will conduct a market analysis in this section to learn more about the target market, the competitive landscape, and the internal and external environments of the business. This data will guide our marketing proposition and aid in developing a successful Tranquil Water marketing strategy (Krizanova et al., 2019).

Target Market Description

People between the ages of 25 and 45 who are environmentally and health-conscious and willing to pay more for a high-quality product consistent with their values make up the target market for Tranquil water. These individuals are typically urban dwellers with disposable incomes and prioritize their health and wellness. They place a high value on environmental responsibility and sustainability and seek goods that will improve their way of life without negatively affecting the environment. This social and environmentally conscious target market seeks brands that share their values. By targeting this audience, Tranquil Water can differentiate itself from its competitors and position itself as a premium, sustainable, and environmentally responsible brand. The marketing plan for Tranquil water will focus on effectively reaching and engaging with this target audience through various marketing tactics and channels.

Competitor Analysis

Life Water faces stiff competition in the bottled water industry. The primary competitors are other bottled water brands, such as Evian, Fiji, and Dasani. These companies offer similar products and target the same demographic as Life Water. They also focus on sustainable packaging, becoming increasingly important to consumers. The competitors’ key selling points are quality, convenience, and environmental sustainability.

Evian is known for its pure and fresh taste and markets itself as a premium bottled water brand. Fiji Water is sourced from a remote, protected aquifer and marketed as a premium product. Contrarily, Dasani markets itself as a more reasonably priced bottled water brand extensively distributed in supermarkets and vending machines.

SWOT Analysis

Strengths:

1. Life Water is renowned for producing high-quality goods and its dedication to ecological business practices. This reputation gives the brand a competitive edge and a strong brand image.
2. The company recently made a $5 million investment to become a greener business, which sparked the creation of a new container made of bioplastics. This innovation sets Life Water apart from its competitors and positions it as a leader in sustainable packaging.
3. Tranquil water is a premium product with a loyal customer base that values sustainability and eco-friendliness. The company has the edge over rivals thanks to its dedication to environmental viability and friendliness.

Weaknesses:

1. Life Water has received criticism from its local community for its water usage during the drought in California. This negative press could harm the brand’s reputation and erode customer confidence.
2. The company has faced negative press due to the controversial statement made by the plant manager, Zara Leono, on her social media page. This negative press could harm the brand’s reputation and undermine customer confidence.

Opportunities:

1. The increasing demand for sustainable products presents an opportunity for Life Water to position itself as a leader in the industry. The brand can leverage its commitment to sustainability and eco-friendliness to attract environmentally conscious consumers.
2. Tranquil Water’s introduction of a new bioplastic bottle allows the business to stand out from its rivals and win over consumers who care about the environment. The company can promote itself as a more environmentally friendly option to other bottled water manufacturers.

Threats:

1. The bottled water industry faces increased regulation due to concerns about the environmental impact of plastic waste. The increased regulation may make the production and sale of bottled water more challenging and costly.
2. Due to the industry’s fierce competition, the market share could be lost to rivals who offer comparable goods and cater to the same population. The brand must constantly innovate and enhance its products to remain ahead of its rivals.

In summary, the market analysis has provided us with a better understanding of Life Water’s target market, competitors, and the internal and external environment. The analysis has highlighted the company’s strengths, weaknesses, opportunities, and threats, which will inform our marketing proposal and help us create an effective marketing plan for Tranquil water. By leveraging its strengths, addressing its weaknesses, capitalizing on opportunities, and mitigating threats, Life Water can continue to grow and succeed in the bottled water industry.

IV. Branding Proposal for Tranquil Water

Branding Proposal for Tranquil Water

In this section, we will suggest a new branding strategy for Tranquil water that highlights the advantages of bioplastics, along with a fresh logo, tagline, and packaging layout that showcase the business’ dedication to sustainability and the environment.

Tranquil water is committed to using bioplastics for its new bottle design. Bioplastics are a type. Using bioplastics in Tranquil Water’s new bottle design is crucial to the company’s branding strategy. Traditional plastic, which is not biodegradable and adds to environmental pollution, can be replaced with bioplastics as an environmentally friendly option. Bioplastics are made from renewable sources and can be biodegraded and composted, making them a more sustainable option for packaging.

Tranquil water is showcasing its commitment to sustainability and environmental responsibility using bioplastics. The company’s choice to use bioplastics is in line with the priorities of its intended audience, which includes customers who value sustainable goods from an environmental perspective.

In addition to the environmental benefits of bioplastics, using them in the bottle design can also enhance the brand image of Tranquil water. By using sustainable materials, Tranquil water is positioning itself as a leader in the industry and setting an example for other companies to follow. This commitment to sustainability can help build brand loyalty and enhance the company’s reputation in the marketplace.

Using bioplastics in Tranquil Water’s new bottle design is essential to the company’s branding strategy. It demonstrates the organization’s dedication to sustainability, reflects the ideals of its target market, and can improve the brand’s reputation and image.

New Logo Design Proposal with Rationale

The proposed logo for Tranquil water is designed to create a unique identity for the brand while conveying its values and mission. The minimalist design emphasizes the natural and refreshing qualities of water while also being modern and innovative. The flowing wave design symbolizes the movement and purity of water, representing Tranquil Water’s commitment to providing high-quality, refreshing water that is sustainable and environmentally friendly.

The logo’s soothing and revitalizing use of blue and green evokes peace and vitality. This color palette aligns with the business’s dedication to sustainability and emphasis on producing products that are kind to the earth.

The logo is written in a contemporary sans-serif typeface that is clear, bold, and simple to read. The wave design and the font’s simplicity communicate the company’s dedication to modernity and innovation. The font is easily recognizable and memorable, which will help to create brand recognition in the market.

Slogan Proposal with Rationale

Our proposed slogan for Tranquil water is “Refresh Your Body, Renew the Earth.” This slogan emphasizes the refreshing qualities of Tranquil water while also highlighting the company’s commitment to sustainability.

The slogan communicates that drinking Tranquil Water refreshes your body and helps renew the earth. It is consistent with the business’s principles and purpose: to offer a premium, energizing, environmentally responsible, sustainable, and sustainable product.

Packaging Design Proposal with Rationale

Our proposed packaging design for Tranquil water features a sleek, modern design that emphasizes the company’s commitment to sustainability. The bottle is made of bioplastics and has a straightforward yet stylish form that is simple to hold and pour from.

The label features the new logo and slogan prominently in shades of blue and green. The modern sans-serif font used in the logo is also used on the label, maintaining consistency and enhancing the brand’s character.

The proposed packaging design for Tranquil water reflects the company’s commitment to sustainability, innovation, and quality. It will help to differentiate the brand from competitors in the market and communicate the company’s values and mission.

In conclusion, our proposed branding strategy for Tranquil water emphasizes the company’s commitment to sustainability and the environment. The new logo, slogan, and packaging design all communicate this message clearly and compellingly. Tranquil water is taking a significant step towards sustainability and reducing its carbon footprint by using bioplastics for its new bottle design. The proposed branding strategy will help to establish Tranquil water as a premium, sustainable, and environmentally conscious brand in the market.

V. Social Media PR Campaign

Social Media PR Campaign Introduction

Life Water is a company that produces bottled water. It aims to promote its sustainable initiatives and eco-friendly approach to the market through a social media PR campaign (Berman, 2019). The campaign will also address the negative comments made by Miss Leono, a famous influencer who criticized the company’s environmental impact.

Objectives

The primary objective of the social media PR campaign is to showcase Life Water’s sustainable initiatives and environmentally friendly approach. The campaign aims to increase audience knowledge of the company’s dedication to sustainability and its efforts to minimize its environmental impact. The secondary objective is to manage the negative comments made by Miss Leono effectively. The campaign will address her concerns and provide accurate information to the audience to clear any misconceptions about the company’s sustainability initiatives.

Target Audience

The target audience for this social media PR campaign is environmentally conscious consumers who prioritize sustainable and eco-friendly products. The audience includes millennials and Gen Z, who are more likely to support brands that prioritize sustainability and social responsibility. These customers are well-educated, morally responsible, and prepared to spend more for goods that share their values. They use social media to remain informed and are more apt to interact with businesses that positively influence society and the environment.

Campaigning Techniques

The multi-channel strategy of the social media PR effort will be centered on websites like Instagram, Facebook, and Twitter. The campaign will combine organic and paid advertising to reach a larger population. The campaign will highlight the company’s eco-friendly efforts, such as using only recyclable bottles, lowering carbon impact, and collaborating with environmental groups to support their work.

The campaign will also address Miss Leono’s concerns by providing accurate information about the company’s sustainability initiatives (Berman, 2019). The PR team will reach out to Miss Leono and invite her to visit the company’s facilities to showcase the initiatives taken by the company. The PR team will also engage with social media users who have commented on Miss Leono’s post, addressing their concerns and providing accurate information about the company’s sustainability initiatives.

Key Messages

 The key messages of this campaign include the following:

1. Life Water is committed to sustainability and eco-friendliness.
2. Tranquil water’s new bioplastic bottle packaging is environmentally friendly and biodegradable.
3. Life Water’s initiatives align with the values of environmentally conscious consumers.
4. Life Water is taking responsibility for its environmental impact and making changes to reduce its water usage.
5. Miss Leono’s comments do not reflect Life Water’s values and commitments to sustainability.

Tactics

The social media PR campaign will utilize the following tactics:

1. Hashtags: Create a campaign-specific hashtag, such as #LifewaterGreen, to promote the campaign’s key messages.
2. Influencer Marketing: Partner with environmental influencers to promote the campaign and reach a wider audience.
3. Social Media Posts: Create social media posts that showcase Life Water’s sustainability initiatives, Tranquil Water’s bioplastic bottle packaging, and the brand’s commitment to eco-friendliness.
4. Videos: Create short videos that highlight the sustainability initiatives of Life Water and the sustainability benefits of Tranquil Water’s bioplastic bottle packaging. These videos can be shared on social media and the Life Water website to reach a wider audience.
5. Interactive Content: Create interactive content, such as quizzes or polls, that engage the audience and promote Life Water’s sustainability initiatives and eco-friendly approach.
6. Customer Reviews: On social media and other review platforms, encourage customers to share their positive experiences with Life Water’s sustainability initiatives and Tranquil water’s bioplastic bottle packaging.

VI. Execution

The social media PR campaign will be executed over three months, starting with a launch event introducing Tranquil water’s new bioplastic bottle packaging and highlighting Life Water’s sustainability initiatives. Regular social media updates, videos, and interactive material will be shared throughout the promotion on several platforms, such as Twitter, Facebook, Instagram, and YouTube (Social Media Examiner, 2020). Influencer partnerships will also reach a wider audience and promote the campaign’s key messages. Any negative comments or feedback, particularly from Miss Leono, will be addressed promptly and respectfully, focusing on highlighting Life Water’s commitment to sustainability and eco-friendliness (Duhigg, 2018). Budget: The social media PR campaign’s budget will be allocated toward influencer partnerships, advertising, content creation, and event planning. The effort is expected to cost $50,000 in total.

Evaluation

Interaction metrics, such as likes, comments, shares, and increase in followers on social media platforms, will be used to determine the effectiveness of the social media PR strategy. Customer feedback and reviews will also be monitored to gauge the campaign’s impact on consumer perceptions of Life Water’s sustainability initiatives and eco-friendly approach. Any negative feedback will be addressed promptly to ensure the campaign’s objectives are met (Duhigg, 2018).

Conclusion: The social media PR campaign will promote Life Water as a greener company and manage negative comments effectively, highlighting the brand’s sustainability initiatives and eco-friendly approach. Through strategic partnerships, engaging content, and a focus on customer feedback, the campaign aims to reach environmentally conscious consumers and showcase Life Water’s commitment to sustainability and social responsibility.

VII. Marketing Plan for Tranquil Water

Advertising Plan

The advertising plan for Tranquil water will focus on creating brand awareness and communicating the brand’s commitment to sustainability. The brand will use traditional and digital advertising channels to achieve this. To create brand awareness, the brand will place billboards in high-traffic areas such as major highways and urban centers. Print ads will be placed in health and wellness magazines to reach the target audience effectively. The brand will also create commercials broadcast on major TV networks during prime time ( Statista. 2021).

In addition to traditional advertising channels, the brand will also focus on digital advertising channels. Social media will be a crucial platform for Tranquil Water’s advertising campaign. The company will use influencer marketing and social media accounts on websites like Instagram, Twitter, and Facebook to reach a larger audience. The company will work with influencers who share its values of sustainability and environmental friendliness and have a sizable fan base in the health and wellness industry.

Sales Promotion Plan

The sales promotion plan for Tranquil water will focus on increasing sales and brand awareness. Customers who buy a large quantity of the product will receive discounts and exclusive promotions from the company. For example, the brand will offer a discount for customers who purchase a case of Tranquil water or more. The brand will also offer customers free product samples to encourage trial and increase brand awareness.

The company will concentrate on point-of-sale promotions, sales, and no-cost samples. The company will use merchandising and in-store displays to grab customers’ interest and persuade them to buy the product. The company will also run special promotions at events where people are likelier to buy bottled water, such as marathons, music festivals, and athletic competitions (Mertens, 2015).

Public Relations Plan

The public relations plan for Tranquil water will focus on building a positive image for the brand and enhancing its reputation. The brand will work with environmental organizations to support and promote sustainability initiatives. The brand will also sponsor events and activities that promote environmental conservation, such as beach cleanups and tree-planting events.

The brand will also work with bloggers and influencers passionate about sustainability and eco-friendliness to promote the brand’s products and values. The company will establish a blog on its website covering sustainability-related subjects and including guest entries from professionals in the area.

VIII. Social Media PR Campaign

Social media platforms offer fantastic opportunities for businesses to promote their brands and reach a broader audience in the digital era. Life Water needs a social media PR campaign to manage the backlash from Zara Leono’s comments and promote the company’s greener plans. The following are the goals, objectives, target audience, key messages, tactics, and execution for the social media PR campaign (Social Media Examiner, 2020).

Goals and Objectives: The primary goal of the social media PR campaign is to promote Life Water as a greener company and manage the negative publicity resulting from Zara Leono’s comments. The specific objectives of the campaign are to increase brand awareness, improve the company’s reputation, and educate the target audience about Life Water’s eco-friendly practices.

Target Audience: The social media PR campaign’s target audience is primarily the community surrounding Life Water’s plant in California. The campaign addresses concerns about the company’s water usage during the drought and promotes its sustainability commitment. Additionally, the campaign will target environmentally conscious consumers interested in purchasing eco-friendly products.

Key Messages: The key messages of the social media PR campaign will focus on Life Water’s commitment to sustainability and the benefits of using bioplastics. The messages will emphasize the company’s initiatives to reduce water use, recycle water, and produce more environmentally responsible goods. The statements will also stress the significance of sustainability and the necessity for all businesses to contribute to a greener future. Tactics and execution The social media PR campaign will consist of the following tactics:

1. Influencer Marketing: Partnering with influencers in the sustainability and environmental space to promote Life Water and its commitment to sustainability.
2. Social Media Ads: Running targeted ads on Facebook, Instagram, and Twitter to reach the target audience and promote the brand.
3. User-Generated Content: Customers are urged to use a particular hashtag when posting about their Life Water experiences on social media to raise brand awareness and spread good word of mouth. Engaging with Followers: Responding to comments and messages on social media to show that the company is listening to the community and cares about their concerns.

IX. Collaboration and Partnerships

Collaborations and partnerships with other companies, groups, or sustainability influencers can help Tranquil Water spread its message and attract more customers. Tranquil water can reach new audiences interested in environmentally friendly and sustainable goods by collaborating with organizations with similar values and objectives.

Tranquil water can seek partnerships with companies that align with its mission, such as eco-friendly fashion brands or sustainable home goods companies. Co-branded marketing campaigns can be developed to showcase the collaboration and promote both brands simultaneously. This approach can be efficient for Tranquil water, as it can tap into the existing audience of its partners and reach a broader consumer base (Cummings & Worley, 2014).

Influencer marketing is another area where collaborations and partnerships can be beneficial. Tranquil water can work with influencers who have a strong following in the sustainability and eco-friendly space. These influencers can create sponsored content showcasing Tranquil water’s brand and mission, eco-friendly packaging, and bioplastics. Influencers can also be used to promote Tranquil Water’s collaborations with other brands, organizations, or events, providing valuable exposure to new audiences.

Collaborations and partnerships can help Tranquil Water build credibility in the sustainability space, increase brand awareness, and reach new audiences. By selecting partners aligning with its values and mission, Tranquil Water can develop a more comprehensive approach to sustainability and reinforce its environmental commitment.

X. Conclusion

In conclusion, Life Water has faced significant criticism for its water usage during California’s drought. The company is now in a critical period where it must demonstrate its commitment to environmental sustainability while addressing the concerns raised by its critics.

To address these challenges, this proposal has developed a comprehensive branding proposal for Tranquil water that emphasizes the benefits of bioplastics. The proposal also developed a marketing plan encompassing the marketing mix, advertising, sales promotion, and public relations. Furthermore, the social media PR campaign has been developed with specific goals and objectives to engage the target audience effectively.

The proposed branding, marketing, and PR strategies comprehensively address Life Water’s challenges while positioning Tranquil Water as a premium, eco-friendly brand. By implementing these strategies, Life Water can enhance its brand image and reputation and demonstrate its commitment to sustainability.

References

Berman, J. (2019). 6 Steps for Creating a Social Media PR Campaign. PR News Online. Retrieved from https://www.prnewsonline.com/social-media-pr-campaign

Cummings, T. G., & Worley, C. G. (2014). Organization development and change. Cengage Learning.

Duhigg, C. (2018). How Companies Can Respond to Criticism on Social Media. Harvard Business Review. Retrieved from https://hbr.org/2018/04/how-companies-can-respond-to-criticism-on-social-media

Krizanova, A., Lăzăroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M., & Moravcikova, D. (2019). The effectiveness of marketing communication and the importance of its evaluation in an online environment. Sustainability, 11(24), 7016.

Mertens, D. M. (2015). Research and evaluation in education and psychology: Integrating diversity with quantitative, qualitative, and mixed methods. Sage Publications.

Social Media Examiner. (2020). How to Create a Social Media PR Strategy. Retrieved from https://www.socialmediaexaminer.com/how-to-create-a-social-media-pr-strategy/

Statista. (2021). Share of consumers who consider environmental friendliness an important factor when making purchasing decisions worldwide as of 2019 by age group. Retrieved from https://www.statista.com/statistics/1033681/environmental-friendliness-importance-in-purchase-decisions-by-age-worldwide/

Walley, A. (n.d.). Strategic marketing.