Strategic Marketing Plan for Thirsty Planet

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).