Water Conservation Marketing Strategies

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

Running head: Marketing action plan 2
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.

Running head: Marketing action plan 3
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.

Running head: Marketing action plan 4
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