Sustainable Marketing Strategies for the Next Decade

The provided assignment content comprises multiple sources discussing various aspects of marketing, sustainability, and business practices. It includes articles on social marketing for sustainability, integrating corporate social responsibility awareness into retail management courses, the power of emotion in brand communication, and more. The sources cover topics such as integrated marketing communications, competitive positioning of tourism destinations, labour market trends during economic recession and expansion, employment standards and social protection, and the impact of terrorism on stock markets. Additionally, there are discussions on the 5 Ps of marketing, customer knowledge management in the travel industry, QSR brand value, oil prices and bank profitability, and knowledge management in marketing.

0
Integrated communication strategies of WWN
Student Name:
Student Id:
Tutor’s Name:
Word Count:

1
Table of Contents
Introduction................................................................................................................................2
Strategies....................................................................................................................................3
SWOT analysis.......................................................................................................................3
PESTLE analysis....................................................................................................................7
Marketing Communication tools..............................................................................................12
Role of marketing communication and stakeholder’s management....................................13
Marketing communication mix............................................................................................14
Conclusion................................................................................................................................15
References................................................................................................................................16

2
Introduction
This is found that there is always an increasing pressure for the society to receive more
sustainable consumption. It implies that there are natural as well as energy resources, among
them there is a very limited source of supply. As there are a growing number of countries, it
is seen that there is a growing pressure for the household water consumption. It is also needed
to take into consideration that clean water is the basic human right, and it represents the
sustainable management for the water resources which is the pivotal societal and the issue
related with politics (Abbey, Meloy, Blackburn, & Guide Jr, 2015). It is needed to achieve
the reduced household water consumption in the case to secure the public health, equity and
the community support which act as the key challenge where they can require the companies
and the governments for thinking beyond the volume restrictions and also for the increasing
price. Those attitudes are found to be managed with more effectively and also the technical
solutions as they support for the efficient use of water for enhancing the consumer ability for
acting. There are the consumers as it contributes the broader with sustainable goals. It is
needed to develop a sense of social consumer responsibility along with the self-managing
factor of reduced water (Alvarado & Kotzab, 2017). The marketers are needed to do the
unique role for the process of designing the effective social marketing tools as it will replace
the traditional economic approaches.
This report focuses on the integrated communication strategy and plans for Water Water
Nowhere so that they can use marketing communication tools as well as the marketing mix
for the Brand Management for the purpose of conserving clean water (Armstrong, Kotler,
Harker, & Brennan, 2015). The report also discusses in the stakeholder management tools
along with the cross-functional relationship. It indicates the growth plan of the company in
future and the communication system for the stockholder as per the proper water

3
management system. SWOT and PESTLE analyses are performed in this report on behalf of
Water Water Nowhere Company in respect to WWN.
Strategies
SWOT analysis
A SWOT analysis is considered as the vital strategic planning tool for WWN and by the help
of which managers can perform the situational analysis for the firm. It is also considered as
the significant technique for analysing the present strengths (S), weakness (W), Opportunities
(O) and Threats (T) WWN Company is found to face the present business environment
The WWN Company is considered as one of leading organization within the industry. This
company is noted to maintain the prominent position within the market in case of carefully
analysing and also reviewing the SWOT analysis (Bailey & Inderberg, 2017). This SWOT
analysis is thus found to have an immensely interactive process. It requires effective
coordination within various departments for the firm like marketing, finance, operations
along with the management information systems as well as the strategic planning.
The strength of the company
As WWN is one of the leading company within the industry and it has numerous strengths in
turn that helps the company to thrive into the marketplace. The strength helps to protect the
market share in the current situation for penetrating the new markets.
The successful track records are done for integrating the complimentary firms with the
mergers and acquisition. There is successfully integrated number for the technology
companies in last few years within the streamline for the operations along with this it will
expand the new projects (Beachcroft-Shaw & Ellis, 2017).

4
There is the strong free cash flow flows as it provides the resources within the hand of the
company as it expands for new projects.
There are the good returns for the Capital Expenditure: WWN is found to be relatively
successful at the execution for new projects along with the generated good returns on behalf
of the capital expenditure in order to build the new revenue streams.
WWN has invested for the purpose of building the strong brand portfolio. This SWOT
analysis for WWN just is found to underline the fact. This brand portfolio is thus very useful
for the organization which wants to expand within new product categories. Also, WWN has
observed to build the expertise as it is entering the new markets along with this it makes the
success for them (Belasen & Belasen, 2018). This expansion will help the organization in the
case to build the new revenue stream as well as diversify the economic cycle risk within the
markets for operation.
Weakness
The weakness is needed to improve upon with strategy for improvement. There is a strategy
for making choices along with a weakness for the areas as the firm for improvement utilising
SWOT analysis as it wants to build for the competitive advantage as well as strategic
positioning.
Investment for Research and Development is needed for growing fast in the industry. For this
reason, this water company is now able to spend above the industry average in the Research
and Development and thus it is not able to compete with the leading players for the industry
which is in terms of innovation (Beitelspacher & Rodgers, 2018). Therefore, it should come
across as the mature form which is found to be low for a mature firm looking forward which
can be brought out the products as it is depending on the tested features for the market.
The profitability ratio for net contribution per cent for WWN is below the industry average.

5
Also, the company is able to tackle the challenges present for new entrants for the part and
that can be lost the small market share within the niche categories. Water Water Nowhere
Company is found to build the internal feedback policy with the sales team directly on the
basis to counter these challenges.
There is needed more investment in establishing the new technologies within the company. It
has been followed that a scale of expansion along with there is various geographies of the
company is planning for expansion of the company (Bruhn, Schnebelen, & Schafer, 2014).
This Water is required to put more money for the technology used which is not at par with the
vision of the organization.
On the other hand, the marketing of the products is found to leave a lot as it is desired. Even
also there is the product as it has the success for the terms for sale and also it is needed to
position within the unique selling proposition as it is not clearly defined for which it will lead
in these segments from the other competitors.
It is also found that there are several gaps in the product range as sold by the organization.
This particular lack of choice will be given for the new competitor for the foothold within the
market (Butt, Rose, Wilkins, & Ul Haq, 2017).
Opportunities
There are some open up for new markets as per the new agreement with the government and
by adopting new technology standard along with the government free trade agreement which
is needed to provide Water Water Nowhere for the opportunity in order to enter for emerging
into the new market.
There is the stable free cash flow as it provides the opportunities which are needed to invest
for the adjacent product segments (Camilleri, 2018). There is more cash in the bank for the
company which will invest the new technologies for the new product segments. It can be

6
open up with the window opportunity for Water Water Nowhere in the case to other product
categories.
There are the core competencies for the organization for the success in the similar other
products field. It is the comparative example which will be GE healthcare research as it is
found to help in case of developing better quality Oil drilling machines (De Ruyter &
Feinberg, 2015).
Thus the market development can be lead for the dilution for the advantage of the
competitors and thus it will enable the company Water Water Nowhere in order to enhance
the competitiveness as compare with the other competitors (Dev & Olsen, 2017).
Also, there can be possibilities to create new opportunities for the level as playing the field
for all the players within the organization. It also represents the great opportunities for the
organization in order to drive the home in advantage with the new technology along with it
can gain the market share for the new product category.
It is needed to decrease the cost of transportation as it lowers the shipping prices as it will
bring down the cost of the products of Water Water Nowhere as it will provide the
opportunities to the company in two possible ways (Evren & Kozak, 2018). That is either to
boost the profitability of the company or there can be pass on the benefits towards the
customers for gaining the market share.
Threats
It is needed to raise the pay level mainly for the movements like $20 with an hour and thus it
will increase the price as it would lead to the serious pressure on the profitability for Water
Water Nowhere.

7
There is needed to change the consumer buying behaviour for the online channel which
would be a threat existing the physical infrastructure as driven the supply chain model.
It is needed to increase the trend for isolation in case of the American economy as it will lead
the similar kind of reaction from the other government as there is the negative impact for the
international sales (Fan, 2018).
The liability laws for various countries will be different along with Water Water Nowhere are
found to expose to different liability claims as the given change of the policies for those
markets.
There is the demand for the highly profitable products within the seasonal in nature and thus
for unlike event at the time for the peak season as it would impact on the profitability of the
organization at the short for medium terms.
There is a new environment of regulation under the Paris agreement of 2016 which would be
the threat for certain existing product categories.
There is the limitation for the counterfeit along with the low-quality product which is the
threat to Water Water Nowhere’s product mainly in case of emerging the markets together
with low-income markets (Felix, Rauschnabel, & Hinsch, 2017).
It is seen that the stable profitability will be increased the number of players in the industry
from the last two years and it has been out downwards pressuring over the profitability.
PESTLE analysis
A PESTLE analysis is found to provide great detail on the operational challenges of any
company will found to face for the prevalent macro environment other than the competitive
forces. This industry is found to highly profitable by following a strong growth trajectory, but
it may not be good for WWN if there is an unstable political environment.

8
The political factors would play an important role for the determination of the factors which
will impact the long-term profitability of the company under certain countries of the market.
Thus the company is found to operate in order to have Water Utilities for more than the
dozen countries along with the expose for itself in various types of the political environment
along with the political system risks (Freyssinet, 2017). It is needed to achieve success in
such a way for the dynamic Water Utilities for industries across the various countries in order
to diversify the systematic risks in case of the political environment. Thus the company is
found to analyse the following factors before it has entered or can invest within a certain
market:
1. The political stability along with the importance in case of Water utility sector under the
present economy of the country.
2. There is the risk of military invasion (Gamble, Chalder, & Stone, 2016)
3. There is the level of corruption and mainly the levels of the regulation in case of the Utility
sector.
4. There is Bureaucracy along with interference in case of Water utility industry through
government.
5. There is the legal framework for the contract enforcement (Gordon, Carrigan, & Hastings,
2016).
6. There is the intellectual property for protection.
7. There are the trade regulations along with the tariffs as it is related to the Utilities.
8. Favoured trading partners
9. Workweek regulations as needed for Water utilities.

9
10. There should be mandatory employee benefits (Gronroos, 2015).
Economy factors
There are many macro environmental factors, like inflation rate, foreign exchange rate,
savings rate along with the interest rate.
The economy cycle is found to determine aggregate investment along with the aggregate
demand within the particular economy. In the case of microenvironment factors, like the
competition norms has the impact over the competitive advantage for the firm (Harrington &
Ottenbacher, 2017). Thus the company is needed to use for the economic factors for the
country, like the growth rate, inflation along with the economic indicators for the industry,
like the industry growth rate, economic indicators along with the inflation for the consumer
spending etc in case to forecast the growth trajectory as it not only the sector or the
organization. Thereby, the economic factors which would be considered as the PESTLE
analysis will be:
1. The types of the economic system within the countries or operation and it are needed to be
stable enough.
2. Government intervention within the free market along with the related utilities.
3. The infrastructure quality of WWN.
4. The comparative advantage for the host country along with the utility sector within the
particular country (Hesse & Poghosyan, 2016).
5. The education level of the economy.
6. The labour costs along with the productivity of the economy.
7. The business cycle stage like prosperity, recession along with the recovery.

10
8. The education level of the economy (Kireyev, Pauwels, & Gupta, 2016).
9. Unemployment rate.
10. Economic growth rate or the inflation rate.
Social factors:
As per the culture in the society and the way of performing things, it would impact the culture
of the organization within a particular environment (Holder, 2017).
There may be the shared beliefs along with attitudes for the population as it will play the
great role in case of marketers in WWN, and thus it would understand the customers for the
given market as well as for the way of design the marketing message.
1. The demographics along with the skill level for the population.
2. There should be the class structure, hierarchy as well as the power structure within the
society.
3. The education level along with the education standard within WWN
4. The attitudes like health and environmental consciousness etc.
5. The leisure interests (Weller, 2017).
Technological factors
There would the technology which is the fast disrupting of different industries all over the
board. There would the Transportation industry which is good in case of illustrating the point.
For the last five years this industry is needed to transform in really fast and thus it will give
the chance for establishing the players in order to cope with the changes.
The technology analysis will involve in case of involvement for the following impacts:

11
1. The recent technological developments through the competitors of WWN (wordpress.com,
2018).
2. The impact of technology which has the product offering.
3. There is the impact on the cost structure within WWN.
4. The rate of technological diffusion.
5. The impact of the value chain structure in this organization (business.gov.au, 2018).
Environmental factor
There are different markets which have various norms or the environmental standards for
which it has an impact on the profitability of the organization within those markets. In a
country, those states would have the various environmental laws along with liability laws.
For example, in the case of Texas and Florida, there would have different types of liabilities
clauses for mishaps and also in case of the environmental disaster (Zeithaml, 2015). Here are
some environmental factors as per the firms which would consider beforehand and those are:
1. Weather
2. Waste management under the utility sectors
3. Air and the water pollution regulation within the industry’
4. Climate change.
5. Endangered species.
Legal factor
In case of the legal framework along with the institutes which are not robust for protecting
the intellectual property for the rights of the organization. Within the firm, there would be

12
careful evaluated before entering such of markets as it will lead the theft of the secret sauce
of organization and thus it would be under overall competitive edge (Weller, 2017).
Here are some legal factors which influence the WWN Company as per the consideration
within it:
1. Discrimination law
2. Employment law
3. Consumer protection along with e-commerce
4. Health and safety law (Schlegelmilch & Penz, 2014).
5. Data protection
Marketing Communication tools
In the case of WWN, the growth of the consumption of bottled water is needed to be
considered. As the market is found to evolve in such that the consumers would not want
straight water for the hydration purposes and it is needed to have the bottled “water-plus
products. Like the waters in addition to the minerals and also the vitamins, along with the
low-carbonated waters for exercise. Thus the functional as well as fortifies and the wellness
waters are needed to support the healthy lifestyles as it would reduce as well as guard against
the obesity (Nelson, McCracken-Hewson, Whish-Wilson, & Bashir, 2018).
Thus the marketing communication plans with the organization would have the active role in
order to shape the perception for the various bottles waters and it will help for constructing
the brands, such as Vittel utilises the “reVittelise” for changing perceptions or the brand
beyond the hydration. Malvern mineral water would use the advertising the position itself as
“Not quite Middle England” and thus can reinforce that with the celebrities as preferred in the

13
nation. Also, there is needed to “easy-to-carry” Normad bottle for the belt chip in case of
“active consumers”.
Therefore, the second theme concerned as the audiences for the marketing communications
tools. Thus, the marketing communications there is used to conveying in the case for product-
related information in case of customer-based audiences. There is the range of stakeholders is
needed to connect along with the relationships for varying the dimensions (Nordholm &
Andersson, 2018). There is the marketing communication as it would be grounded as it will
be the behaviour for the information-processing requirements along with the style for the
target audience.
The third theme is needed to concern as the cognitive response. It refers to the outcomes for
the communication process and thus it will measure the communication event as it is needed
to be successful.
Role of marketing communication and stakeholder’s
management
As per the structure of the organization, it is needed to composite and sheer number for offers
within the markets proliferate where there are the differences within the products is needed to
minimise. In that view, there is an increasingly popular is the corporate strategy is needed to
support the key stakeholders of the organization as per the strategy is needed to be successful.
There is the strategy can be communicated in such a way for which the messages can be
consistent with the time along with the targeted accurately for appropriate stakeholder
audiences (McCamley & Gilmore, 2018).
There is the organization as it is needed to guard against the transmission in order to get
confuse the message. So there should be a telephonic conversation or the navigability of the

14
website. Besides these, it is needed to consider that the impact of the sales literature or the
salesperson approach of the prospective clients.
Finally, the marketing communication will be addressed the specific communication as it is
needed to have the members for the distribution network and to those stakeholders who got
an impact on or who would influence the performance for the network (Markoulis & Savvas,
2018).
Also, the marketing communications have recognised the need in the case to contributing to
this communication through the channel network for supporting and sustaining the web
relationships.
Marketing communication mix
The marketing communication mic includes the set of tools as it would utilise the various
combinations along with different degrees for the intensity in order to communicate the target
audience. Additionally, there are the tools and the methods for the communication, it is
needed to have a media and through which the marketing communication messages can be
conveyed.
Advertising, personal selling, sales promotion, direct marketing along with public relations
are the five main principal of marketing communication tools for which there are major
changes in the environment (Kotler, 2015). It is needed to get the media and the audience
fragmentation for the organization is needed to develop as the fresh combinations on behalf
of the promotional mix in the case to reach the audiences effectively. Therefore, the dramatic
rise of the use of the direct-response media is needed to meet to adopt the part of the
marketing plan for many other products. Thereby, there would be digital along with the
internal technologies as it is needed to make possible for the interactive forms of the
communication. There are receivers which have great responsibility for the part of the

15
communication process (Koch & Benlian, 2017). Also, there is the use of public relations for
communicating both types of messages on themselves.
Conclusion
Therefore, from the above discussion, it can be concluded that in Water Water nowhere, the
marketing communication strategy is needed to establish and that would be a great possibility
for the same for the growth of the company. As there are various roles in marketing
communication in context for the types of exchange to enjoy and thus the development of the
partnerships with the stakeholders.

16
References
Abbey, J. D., Meloy, M. G., Blackburn, J., & Guide Jr, V. D. (2015). Consumer markets for
remanufactured and refurbished products. California Management Review, 26-42.
Alvarado, U. Y., & Kotzab, H. (2017). Supply chain management: the integration of logistics
in marketing. Industrial marketing management, 13(1), 183-198.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction
(Pearson Education ed.). London: Oxford University Press.
Bailey, I., & Inderberg, T. H. (2017). Australia: domestic politics, diffusion and emissions
trading design as a technical and political project. The Evolution of Carbon Markets,
12(1), 136-156.
Beachcroft-Shaw, H., & Ellis, D. (2017). Social marketing to achieve sustainability.
Collective Creativity for Responsible and Sustainable Business Practice, 12(2), 296-
314.
Beitelspacher, L., & Rodgers, V. (2018). Integrating Corporate Social Responsibility
Awareness into a Retail Management Course. Journal of Marketing Education, 40(1),
66-75.
Belasen, G., & Belasen, H. (2018). The power of emotion: Brand communication in business-
to-business markets. Journal of Brand Management, 403-419.
Bruhn, M., Schnebelen, S., & Schafer, D. (2014). Antecedents and consequences of the
quality of e-customer-to-customer interactions in B2B brand communities. Industrial
Marketing Management, 164-176. doi:10.1016/j.indmarman.2013.08.008

17
business.gov.au. (2018). The 5 Ps of marketing. Retrieved from https://www.business.gov.au:
https://www.business.gov.au/marketing/advertising/the-5-ps-of-marketing
Butt, M., Rose, S., Wilkins, S., & Ul Haq, J. (2017). MNCs and religious influences in global
markets: Drivers of consumer-based halal brand equity. International Marketing
Review, 34(6), 885-908.
Camilleri, M. A. (2018). Integrated Marketing Communications. Travel Marketing, Tourism
Economics and the Airline Product, 85-103.
De Ruyter, K., & Feinberg, R. (2015). The Cross Cultural Power of Environmental
Advertisement Claim on Product Attitude and Purchase Intention for Services. In
Global Perspectives in Marketing for the 21st Century, 56(12), 121-122.
Dev, C., & Olsen, M. (2017). Marketing challenges for the next decade. Cornell Hotel and
Restaurant Administration Quarterly, 41-89.
Evren, S., & Kozak, N. (2018). Competitive positioning of winter tourism destinations: A
comparative analysis of demand and supply sides perspectives–Cases from Turkey.
Journal of Destination Marketing & Management., 34-78.
Fan, J. K. (2018). Labour market and health trajectories during periods of economic recession
and expansion in the United States, 1988‒2011. Scandinavian journal of work,
environment & health., 23-45.
Felix, R., Rauschnabel, P., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70(2), 118-126.
Freyssinet, J. (2017). Employment Standards and Social Protection Standards: the Impact of
Diversified Working Arrangements (Trends in Western Europe). Labour Market and
Social Protection Reforms in International Perspective, 141-156.

18
Gamble, P., Chalder, M., & Stone, M. (2016). Customer knowledge management in the travel
industry. Journal of Vacation Marketing, 34(5), 83-90.
Gordon, R., Carrigan, M., & Hastings, G. (2016). A framework for sustainable marketing.
Marketing theory, 11(2), 143-163.
Gronroos, C. (2015). “Quo vadis, marketing? Toward a relationship marketing paradigm.
Journal of Marketing Management, 347-260.
Harrington, R., & Ottenbacher, M. (2017). QSR brand value: Marketing mix dimensions
among McDonald’s, KFC, Burger King, Subway and Starbucks. International
Journal of Contemporary Hospitality Management, 29(1), 551-570.
Hesse, H., & Poghosyan, T. (2016). Oil prices and Bank profitability: evidence from Major
Oil-exporting Countries in the Middle east and North Africa. Financial Deepening
and Post-Crisis Development in Emerging Markets, 56(1), 247-270.
Hoban, P., & Bucklin, R. (2015). Effects of internet display advertising in the purchase
funnel: Model-based insights from a randomized field experiment. Journal of
Marketing Research, 52(3), 375-393.
Holder, M. (2017). The Position of African American Men in the US Labor Market Prior to
the Great Recession. In African American Men and the Labor Market during the
Great Recession. Palgrave Macmillan, 1-22.
Kireyev, P., Pauwels, K., & Gupta, S. (2016). Do display ads influence search? Attribution
and dynamics in online advertising. International Journal of Research in Marketing,
3(475-490), 33.
Koch, O. F., & Benlian, A. (2017). The effect of free sampling strategies on freemium
conversion rates. Electronic Markets, 67-76.

19
Kotler, P. (2015). Framework for marketing management. New York, USA: Pearson.
Markoulis, S., & Savvas, K. (2018). The Effect of Terrorism on Stock Markets: Evidence
from the 21st Century. Terrorism and Political Violence, 1-23.
McCamley, C., & Gilmore, A. (2018). Strategic marketing planning for heritage tourism: a
conceptual model and empirical findings from two emerging heritage regions. Journal
of Strategic Marketing, 156-173.
Nelson, T., McCracken-Hewson, E., Whish-Wilson, P., & Bashir, S. (2018). Price dispersion
in Australian retail electricity markets. Energy Economics, 70(2), 158-169.
Nordholm, D., & Andersson, K. (2018). Newly appointed principals’ descriptions of a
decentralised and marked adopted school system: An institutional logics perspective.
Educational Management Administration & Leadership, 34(1), 1741143217751075.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-
214.
Schlegelmilch, B., & Penz, E. (2014). Knowledge management in marketing. The Marketing
Review, 5-19.
Weller, S. A. (2017). Globalisation, marketisation and the transformation of Australia’s
electricity sector. Australian Geographer, 23(4), 1-15.
wordpress.com. (2018). Tesla Model S: The Disruptive Marketing of an Electric Car.
Retrieved from https://scienceofrevenue.com/: https://scienceofrevenue.com/tag/tesla-
marketing-strategy/
Zarei, A., & Maleki, F. (2018). Asian medical marketing, a review of factors affecting Asian
medical tourism development. Journal of Quality Assurance in Hospitality &

20
Tourism, 1-15.
Zeithaml, V. (2015). Consumer perceptions of prices, quality and value: a means-end model
and synthesis of evidence. Journal of Marketing, 2-22.