Assignment Task
The Purpose and Context
This assignment will help you to be able to assess a target market, create a marketing plan and manage the public relations of a company.
Case Scenario
Life Water is a multi-million-dollar bottling water company that is 150 kilometers outside of Los Angeles, California. Their local community is complaining that they are using too much water during California’s current drought.
Life Water’s plant manager, Zara Leono, said on her personal social media page: “The water bottling industry is not the one who uses the most water because all of the other beverages use more water to grown additional products that are needed to create their beverages. We just sell water.”
Ms. Leono’s statement received mixed reactions, from Life Water’s critics. This is a critical time for Life Water because they have recently spent five million dollars creating a greener company and Life Water is just about to relaunch their elite product line, Tranquil Water, with a new bottle that is made from bioplastics
You were chosen by the marketing team to create a marketing plan that includes the benefits of the bioplastics as well as a logo for Tranquil Water. In addition, Life Water wants you to include a PR plan that will promote the company’s greener plans and manage the backlash from Miss Leono’s comments.
