Strategic Marketing Plan for Thirsty Planet

This strategic marketing plan focuses on increasing brand visibility and customer base for Thirsty Planet. The plan includes objectives, market opportunities, target audience, campaign messaging, budget, and key performance indicators. Thirsty Planet aims to attract health-conscious millennials and promote social responsibility through their premium quality bottled water.

Strategic marketing plan
THIRSTY PLANET

Contents
CAMPAIGN STRATEGY..........................................................................................................................3
A. Strategic goal of the campaign............................................................................................................3
B. Market opportunity.............................................................................................................................3
C. Target audience...................................................................................................................................4
D. General campaign messaging.............................................................................................................5
BUDGET.....................................................................................................................................................5
KEY PERFORMANCE INDICATORS......................................................................................................6
REFERENCES............................................................................................................................................7

CAMPAIGN STRATEGY
A. Strategic goal of the campaign
Main objective of this campaign is to increase number of customers by improving brand
visibility. In order to attain this target company will focus on their marketing activities. Below
are few marketing objectives Thirsty Planet will try to achieve:
 To increase company’s sale by 15% in one year.
 Retain existing clients and continue promotion of brand as a high quality drinking water.
 Do social media promotion where at-least 5 posts on different popular website should be
about the good experience of product buyers.
 Donate some part of earnings to those who do not have accessibility to drinking water in
Africa.
 Do brand positioning in a new way by promoting the tag line “Powerful Drink Power”
B. Market opportunity
Market of Bottled water is going to touch reach around £258 Billion in 2022, this means
that demand of good quality of water will also increase as people are getting health conscious.
Thirsty Planet has two main competitors, One Water and Life Water. Growth rate of market is
approximately 7% but Thirsty Planet is growing 38%. Although company is not early starter but
with aggressive growth rate they can steal market share of One Water; an organization which has
contributed around £10 million till date. Pump Aid is getting fixed donation from Thirsty Planet,
this tie-up will allow company to expand their business in new market as they can get the benefit
of Pump Aid’s brand visibility (Wilde, 2013).

Figure 1Thirsty Planet Still Water - 12x750ml
(Source: Thirsty Planet Still Water - 12x750ml . 2020)
Online selling is another opportunity to grow organizations business as it is more feasible for
customers and company can get big orders because of bulk orders.
C. Target audience
Marketing penetration will be organization’s strategy to target more customers.
Enterprise will be do aggressive marketing and some free samples will also be provided to
buyers who will refer firm’s product to others. This will make existing customers believe that
they are important for organization as enterprise is gifting them free samples for taking their
reviews. Company is going to target millennial, especially those who are conscious towards their
health. Thirsty Planet is selling premium quality of packed water bottle so they will focus on
those potential customers who are price insensitive. Company is going to improve designing of
their bottle so they are also going to target clients who are interested in buying better packed
bottles (Potter, 2012.). Beside these, Thirsty Planet is committed towards communities living in
sub Saharan Africa. Fixed percentage of revenue from every bottle sold goes to Pump Aid who

invests this money in improving availability of drinking water. People, with interest in charitable
activity, will also be target of organization as they will buy water bottle from Thirsty Planet
when they will find that they are providing financial help to Pump Aid.
D. General campaign messaging
Campaigning is important for increasing brand visibility, if more people will know about
company then it will enhances overall sale. Below are few key messages from the campaign:
Best product for high quality water - Thirsty Planet does not want to target mass, they
just water to convince price insensitive clients that company’s product is one of the best in
market and they can buy it online or offline as well (Chao and et al., 2012).
Best packaging of water bottles – Organization’s product is in such a way that even
simple bottle of water looks fancy. When client has to make decision about which water bottle
they should buy and they are not much into quality and price of water bottle then they make
decision by appearance of bottle. Thirsty Planet does not disappoint their client in this segment.
Think about Planet – Organization has pledged fixed revenue to Pump Aid so they can
help “most disadvantaged community”. Company wants to let people know that they are not in
the business for only profit; they want to help vulnerable communities who are not even getting
drinkable water. This campaign will convince potential customer to buy from Thirsty Planet so
company can provide more assistance to needy people.
BUDGET
Companies have to spend more amounts if they want to target price insensitive people.
Below is estimated budget for the campaign.
Particulars Amt in £
Initial investment 35000
Fixed costs:
Market Research 6000
Marketing personnel 12000
Variable costs:
Video advertising on social media and other
websites 1200
Social media promotion 1350

Owned media (Blogs) 5500
Creative content for marketing 2200
Free samples 3800
Closing value of next year 2950
KEY PERFORMANCE INDICATORS
It is important to analyze that whether marketing campaign and other efforts have
delivered desired outcome or not. Key performance indicators will help in evaluation of
campaign, below are some KPIs to judge success of this campaign:
Sales figure: If company’s online and offline sales go up in forthcoming time then it would mean
that campaign is successful.
Customer retention: Enhanced repeat purchase in existing and new market will be key indicator
of success or failure of campaign

REFERENCES
Books and Journals
Chao, H. and et al., 2012. Producing marketing items for a marketing campaign. U.S. Patent
8,090,612.
Potter, S.J., 2012. Using a multimedia social marketing campaign to increase active bystanders
on the college campus. Journal of American College Health. 60(4). pp.282-295.
Wilde, S., 2013. Viral marketing within social networking sites: the creation of an effective viral
marketing campaign. Diplomica Verlag.
Online
Thirsty Planet Still Water - 12x750ml . 2020. [Online]. Available through
<https://www.amazon.co.uk/Thirsty-Planet-Still-Water-12x750ml/dp/B01GPXU6U4 >.