MARKETING PLAN

International Marketing Plan (AquaHydrate)

Contents

Assessment of the market environment4

Organizational Objective5

Market Identification5

Primary Target Market5

Secondary Target market5

Marketing Objectives6

The Big Idea6

Marketing Strategies6

Advertising strategy on Traditional Media6

Advertising strategy on new Media7

BTL activities7

Lionel Messi and David Beckham as Brand Ambassadors7

P.Diddy as Foreign Brand ambassador8

Action Plan8

Initiation of Social Cause Campaign8

Cultural event9

Marketing Budget Plan9

Monitoring and Evaluation10

Critical Issues11

References12

Executive Summary

This is an international marketing plan for AquaHydrate to expand its consumer reach in United Kingdom market. According to Market Line Advantage, the market for bottled water is increasing by 2.5% per annum with market value of £1,654.2 million. Young athletes and college students are mostly the users of bottled water. The decision of AquaHydrate to explore the emerging market of UK was taken while keeping these statistics in mind. In addition, the ongoing success of our competitors (Nestle, DANON, Britvic), in this market prompted us to think in terms of market expansion in the fastest growing economies of the globe. The marketing plan shed light on overall organizational goals of the company, and its relationship with the overall expansion strategy in UK consumer market. It further discuses the mechanism to develop marketing objectives and strategies in line with the socio-economic conditions of the market, and devise action plans that promotes social cause and culture events about the brand and help company grow in terms of generating sales.

International Marketing Plan (AquaHydrate)

Assessment of the market environment

In the UK, bottled water market grew by 2.6% in 2011-2012 reaching an estimated value of £1734 million. From 2007 to 2012 the compound annual growth rate of bottled water market grew by 0.23%. The bottled water market in the country is segmented into four categories; Still unflavored (68.8%), Sparkling unflavored (17.6%), Still flavored(8.9%) and Sparkling flavored (4.8%).

Supermarket and Hypermarkets account for 45% of total sales volume of the main distribution channels for bottled waters. On the other hand, convenience stores shares 19.2%, On-trade distribution shares 14.2%, vending machines with 6.4% and other distribution channeling with 15.2%. As buying power is concerned, significant branding is more likely to be the factor for end users along with inherent characteristics. Bottled water sales constitute only a small part of soft drinks market which gives slight power to the buyer (Market Line Advantage. 2013. Pp.13).

There is a boosting competition with concentration of the market is in control of Nestle, DANONE, Britvic and Highland Spring. DANONE is the leading player in the market with generating a 34.6% of market share followed by Nestle S.A with 15.1%, Highland Spring with 11.8% and Britvic with 5.2%. While other companies in the market has a 33.4% of the market share value (Market Line Advantage. 2013. Pp.12).

The performance of the bottled water market is forecasted to increase as the anticipated compound growth would be 2.7% for the five-year period (2011-2016). This will enhance to drive the market value of £1.28billion by the end of year 2016.

Organizational Objective

The objective of AquaHydrate is to establish itself as a high quality brand for celebrities, athletics and educated young adults in United ...