Water Conservation Marketing Strategies

This assignment delves into the realm of marketing strategies employed to promote household water conservation. It explores various approaches, including social marketing tactics, leveraging digital marketing channels, and enhancing the quality of water services. The analysis draws upon academic research and industry best practices to provide a comprehensive understanding of effective water conservation marketing initiatives.

Running head: Marketing action plan 1
MARKETING PLAN FOR THANK YOU WATER SOCIAL ENTERPRISE
Presented by
Affiliation
Supervisor
Date of submission

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Executive summary
The ‘thank you water social enterprise’ located in Melbourne city it sells bottled water, foods and
body care products at profit, and give 100% of the proceed to those need. The private enterprise
has been existence since the year 2008. The core founder is Daniel Flynn in support with other
group of friends. The organization policy of continuing with social responsibility has prompted
the organization to increase the sale of its premium bottled water. The enterprise is designing a
marketing plan to achieve this goal. To achieve the goal the enterprise will employ marketing
strategies in order to achieve its objectives of increasing market share, brand image and
positioning in the market. The business model that will be used to market is of a social enterprise
initiated for a social common good. The use of the model is purely to evoke people emotions and
convictions to continue supporting the organization by funding its activities. In order to achieve
this objective it will apply several marketing strategies. The use of organization brand and image
will be important in ensuring quality is maintained and loyalty is achieved is achieved in the long
run. The marketing plan will be made possible by employing a collaborative partnership
relationship with stakeholders.

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1.1. Introduction
The ‘thank you water social enterprise’ is found in Melbourne supplying bottled water, food and
body care products covering the city and its environs. It is a social enterprise owned by one of
the friendship group in Melbourne city founded by Daniel Flynn. The aim of the social enterprise
is to provide life changing water and use the100% proceeds for the needy in society. The 50
products offered include; bottled water, baby care products, and cereals and snack bars and
others. The bottled water is the main product in Melbourne city and it is sold in wholesale and in
retail channels outlets. It distributes about million liters of bottled drinking water in a day
through its 55,000 outlets. It is currently worth $600 million a year.
1.1.1. Market analysis
In Australia the bottled water industry is worth $600 million, statistics show that over 5 million
Australian drink bottled water in respective of the brand (McDonald & Wilson, 2016). Market is
segmented according to the type of water brand purchased. For example the purchase Fiji water
brand to be class, and Thank you water to support charity work. Findings show that people have
shifted from drinking carbonated drinks and water to bottled water. The bottled water have
largest market share of 65%, carbonated water 23%, flavored water 9%, and other drinks 3%.
The statistics show there is growing need and a gap to be filled in the water bottle industry. The
policy is to use suitable marketing strategies and methodologies in its market plan to fill the gap.
1.2. Marketing plan action plan
The market plan employs a social enterprise model to achieve its objectives (Kowalkowski,
Windahl, Kindström, & Gebauer, 2015). The objectives of the marketing plan include:
i. To increase current market share, brand image and positioning of ‘thank you water social
enterprise’ in global market.
ii. To increase social support and partnership through project activities in helping the needy
across the world.
To ensure that the objectives are achieved the organization will apply several marketing
strategies and techniques as part of its action plan.

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1.2.1. Product
The social enterprise will have to consider more than physical attributes to define the main
product offered to its customers. The management will describe the brand, image, its delivery
and features that will make a difference in changing customer behavior and decision on the
products (Porter, Downy, Scarborough, Sahin & Stewart, 2015). Product offered cover the
following categories: water and body care, food products and baby products. Based on the
business model any water bottle and body care products purchase will support sanitation, clean
water and hygiene facilities project initiatives, food products purchase will support food aid
programs and better farming, and any baby products purchased will support immunization and
medical supplies to mothers and babies. The main product to be offered is premium bottled water
packaged in different sizes. The enterprise will offer a portfolio of different products to be able
to market the bottled water supplies.
The ‘thank you water social enterprise’ will rely on evoking emotions of customers towards the
different products. The products represent ‘quick selling products’ that can be consumed
immediately by the customers. The customers can call anytime to have their supply of precious
product done. The purpose of using portfolio of products strategies ensures that the customer can
support the project initiative of choice, and be able to know where their money is heading too.
1.2.2. Price
Pricing is a critical component in determining demand and supply of a product in the market
(Hollensen, 2015). Before coming up with pricing strategies the organization will consider cost
of production, and sustainability of the product in the market. The management will ensure that
the ‘thank you water’ product will cost less than the market price. The price will be lower
because the cost of production is subsidized by the manufacturing organization that is producing
the products and is in support with organization initiative. In addition the amount contributes as
donations will be able to meet operational costs thus lowering the cost of production and final
product pricing.
The distribution of costs and mark-up is to reduce any price impact and create a positive
perception of an affordable product. The enterprise will employ a considerable attractive price
tag in conjunction with a higher quality of goods and offered. The purpose of using such pricing

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strategies is to create a social picture of a charitable organization supporting a worthy cause.
Table 1 shows the summary of price of water brand versus the retail market price of other
competitors.
Table 1 Price differentials
Brand of the product
Current company
retail prices
Market retail
prices
300ml spring water $0.65 $0.70
600ml spring water $0.95 $1.0
750ml spring water $1.5 $1.8
1.5 lit spring water $2.00 $2.50
600ml spring pack water $5.6 $5.8
1.2.3. Promotion
The ‘thank you water social enterprise’ will be seeking to inform customers about the product
availability. It will be seeking to educate customers of importance of participating in social
responsibility activities. The entire advertising campaign will be guided by the advertising punch
line that 100% will support water projects. Adoption of promotion strategies will be guided by
three main elements: costs, nature of products and services, and nature of customers engaged.
The organization will intend to choose a suitable effective media to cover wider scope. The
company will employ different marketing campaigns to create an impact in the market.
Due to emergence of social media (face book, websites, what up) the study will use it to cover a
wider scope of customers (Furlong, De Silva, Guthrie, & Considine, 2016). The campaign that
will be used in the social will be to ‘make a difference’ by allowing individuals to create
innovative video’s that will reach several audiences, will get reviews and comments. The
purpose is to attract large supermarket to stock the products in their stores and outlets. The
advertisement posted in the social media will be designed in pictorial form, descriptions and
allowed to be circulated and shared.

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The social media platform will be useful in educating audiences on issues related to importance
of sustainable of water solutions. The nature of clarifications and nature of products and services
makes direct sales marketing persons to be suitable (Ryan, 2016). The social media will help the
consumers to track how their money has been spent. This will be done by developing ‘the track
your impact initiative.’ The customer views and comments will be useful in obtaining feedback
from customers related to product use and attributes. The combination of the promotion
strategies is aimed at covering more audiences, obtain direct feedback, provide social interaction,
and accountability among customers.
Figure 1 shows the promotion mix
1.2.4. Place
Place defines the locality, product availability, and provides utility to the customer. It describes
clearly how a product and services will be made available to the intended audiences (Chari,
Katsikeas, Balabanis & Robson, 2014). The geographical and accessibility of potential customers
is important in provision of products and services (Lowe, Lynch & Lowe, 2014). The ‘thank you
water social enterprise’ will apply a channel of distribution strategy based on three elements
considerations: number of customers targeted, degree of directness to customers, and availability
of channel players. The social enterprise will be seeking to have a secure production, distribution
and sales channel.
Promotion mix
Advertising campaigns
Social media &
technology

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The social enterprise will to work with store chains and outlets to sell the products. The use of
social media as a tool to create more awareness is to make large supermarket chains (cools and
Woolworth) to stock the products in their outlets.
The social enterprise will be employing a producer to distributor to customer channel
(Barrington, Sridharan, Saunders, Souter, Bartram, Shields & Hughes, 2016). The different
customers will find the products from the different outlets located near them. The place strategy
will not be involving middle persons in providing the products (Patsiaouras, Saren & Fitchett,
2015). The customers are located in different regions in Melbourne city. Because of the nature of
the product it requires that consumers buy the direct products to the customers. The social
enterprise will ensure that a direct contact with customers is achieved. The channel is suitable in
obtaining information and clarifying information to the customers. The channel of distribution
will be suitable directly contacting customer needs, cutting down costs and eliminating any
potential competitors. The place strategy employed will create a major differential with other
players in the market. The distribution channel will also work with communicating directly to the
customers using promotional techniques (Worthington, & Higgs, 2014). The link channel
adopted will change over time in order to suit changing and future business needs of the
organization (Parente & Strausbaugh-Hutchinson, 2014).
1.2.5. People
People are important resources in ensuring processes and activities are achieved. People
represent market demographics fitting organizations objectives and resources required to achieve
the objectives (Baron, Warnaby & Hunter‐Jones, 2014). The company will employ a lean
management structure in which it will have fewer employees. The management structure will
involve Daniel Flynn being the managing director and Justin Flynn being the marketing
manager. The use of the lean management is useful in reducing leadership and decision making
challenges.
The people involve the customers of the organization whom are represented by the population.
The demographics in Melbourne are approximated to be more than 8 million individuals
consisting of residents and non-residents. The level of water consumption in Melbourne is
estimated to be over 350 billion litters annually both for drinking. The demographic

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characteristics of the population in Melbourne include age, gender and occupations (Lowe,
Lynch & Lowe, 2015). The town requires constant supply of clean water for the needs of the
consumers to avoid water borne related diseases that can be provided through spring bottled
water.
The social enterprise will employ segmentation strategies in order to reach the intend audiences
(Fam, Mitchell, Abeysuriya & Lopes, 2014). The demographic segmentation of occupation will
be used. The ‘thank you water social enterprise’ will focus on applying differential marketing on
both types of consumers. Differential marketing involves using different methods, techniques
and media in approaching different persons and institutions. Total consideration of the
consumers will be given priority because they are the key stakeholders. Ethical considerations
and legislations will be based on the needs of consumers. Quality methodologies and standards
will form the basis of providing water services to its consumers.
1.2.6. Process
The process defines how products will be delivered to the consumers. It is more than distribution
strategies but it defines nature of services and products being offered (Adapa, Bhullar & de
Souza, 2016). Organizations focus on their process to ensure it meets customer needs and
standards. The social enterprise will have to employ creativity and initiative to enable success in
the organization (Rathnayaka, Maheepala, Nawarathna, George, Malano, Arora & Roberts,
2014). The methodology of obtaining funding from private sponsors through a social support
initiative is a creative process and effective. The company is able to ease its production process
with support emanating from its customers.
The service charter will describe how quality of services will be achieved and managed to
members of public. It will be suited in positions and networks that will make accessibility
possible; in addition it will form a basis of communicating. Quality services are critical in service
provisions and meeting customer satisfaction. The quality defines safety standards, water quality,
trade waste services, and notifications of interruptions. The nature of the services offered is
clearly defined by the vision of the social enterprise in its charter and public platforms. The
vision is to provide life changing water to its customers. The social enterprise will strive at
providing healthy water for life by having innovative and creative methods of delivering it. The

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social enterprise will have an online service that will focus to provide an alternative means to
access information to its customers and community (Armstrong, Kotler, Harker & Brennan,
2015). To ensure that the organization is in line with environmental management globally the
social enterprise will tag all bottles reuse after use. The process is to encourage customers to
recycle back the used bottles and ensure that environment is managed.
1.2.7. Physical attributes
In marketing physical attributes define uniqueness of products that customers can associate or
identify with. The product physical attributes is important because it describe product
characteristics and features. The product physical attributes is creating product differentials. It is
a marketing strategy that creates a distinctive difference in physical attributes of a product either
through imaging, branding and packaging. The ‘thank you waters social enterprise’ will design
its products according to required standards and organization policies to create a brand image
that consumers will be able to identify with. All products will have the organization logo branded
on them for company identification (Evans, Pattanayak, Young, Buszin, Rai & Bihm, 2014).
A new technology developed by research team that will make the product to be unique over the
others is to have a transparent gripped bottle. The bottles are labeled with a black sticker thank
you in different sizes. To make uniqueness of the product the bottled drinking facilities will be
colored black while the bottle will be sparkling and colorless to make a clear difference and
uniqueness. Any work undertaken will be done according to safety standards stated by
occupational health and safety system. Other physical attributes contained is safety precaution
outlets, combined customer assurance policies and legislations. The company will be paying
great attributes on the products so that they look attractive and pleasing to customers.
1.2.8. Partnership
Partnership relationship is critical component in ensuring organizations achieve its objectives.
The marketing plan objectives can be achieved effectively by employing a partnership social
approach with various stakeholders. The social enterprise approach model employed is to lure
private donors to support company initiatives than using shareholders and investors. The other
stakeholders that need to be collaborated include: city and national government ministries,

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international and Australian water trusts, international environmental bodies, energy regulatory
commission, and citizens of Melbourne city (Angell & Kraemer, 2017).
The relationship with stakeholders will be based on social enterprise partnership which allows
sharing of ideas, information, creation of awareness, and providing consultative initiatives
(Ferguson, Brown, Frantzeskaki, de Haan, & Deletic, 2013). Partnership with credible
organizations will be the key activity of the organization to eliminate bad image reputations.
During marketing all brandings will be done showing the partners as part of the sponsorship of
the products and services provided (Sahin, Stewart & Porter, 2015). Both parties in one occasion
will be involved in decision making process. The social enterprise will only be giving funds to
individual projects, partners that align with the vision of the organization. The importance of
having stakeholder relationship is to increase confidence among consumers, reduction of risks
and conflicts resulting from non-compliance of standards and legislations (Liu, Giurco,
Mukheibir, & White, 2016). The social enterprise will employ a direct communication technique
to ensure the relationships are maintained (Prevos, 2016).
1.3. Conclusion
The management of ‘thank you waters social enterprise’ will need to employ a combination of
marketing strategies and methods to ensure that its marketing objectives are achieved. The
market plan formulated is important in creating awareness and providing a guideline that
organizations can follow to achieve the intended objectives. The aim of organization is providing
life change water that can be met by employing suitable strategies to promote awareness of
recycled water to its users and support 100% social responsibility in community. The
combination of strategies will enable the organization to be competitive in the industry by
capturing a larger market share and maintaining customer loyalty. If a clear road map of
implementing strategies is done the organization can improve its performance within a shorter
time period and it will enable it monopolize on the services and products offered.
1.4. Recommendation
From the findings and literature reviewed on marketing strategies and methodologies in the case
study the following are recommendations of marketing plan. The impact that the marketing plan
created was great according to the case study. It was able to evoke the emotion of a large number

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of audiences who participated in purchasing the products. The first objective in the marketing
plan of increasing market share, brand image and positioning was achieved. That was supported
by the following findings found in the case study. The social enterprise reported that it was able
to create 1500 new stocks lists once the project plan was implemented. A total of 1551, 000
Australians were reached that contributed to about 7.2 orders per day being done, with 24 new
products being developed by the social enterprise. On the second objective in the marketing plan:
to increase social support and partnership through project activities in helping the needy across
the world. The findings from the case study showed that a total of $1, 439067 were given by the
social enterprise to project partners for various social projects to support the needy. That showed
that the objective was achieved by the organization.

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