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Water Inc.
Marketing Plan
4800 Richland Drive
Gahanna OH 43230
Phone: 614 271-5450
Fax: 775 659-6219
Email:[email protected]
Web Site:
Linda Gulley
Table of Contents
EXECUTIVE SUMMARY
MARKETING OBJECTIVES
PRODUCTS OR SERVICES
PROJECTED OUTCOMES
COMPANY DESCRIPTION
STRATEGIC FOCUS
MISSION/VISION
GOALS (LONG-TERM)
FINANCIAL
NON-FINANCIAL
ENVIRONMENTAL ANALYSIS
INTERNAL
EXTERNAL
COMPETITIVE ANALYSIS
MARKETING OBJECTIVES
MARKET SEGMENTATION AND TARGET MARKETS
POINTS OF DIFFERENCE
PRODUCT POSITIONING STATEMENT
PRODUCT STRATEGY
PRICE STRATEGY
PROMOTION STRATEGY
PLACE STRATEGY
Executive Summary
The LIFT Water concept is a unique caffeine experience designed to appeal to college students and businesspersons looking for an alternative to coffee, sodas and energy drinks. LIFT Water offers a variety of uses and can be manufactured and marketed at a competitive cost.
Marketing Objectives
The plan will create product awareness through internet advertising via websites popular with college students (i.e. MySpace) and billboards on larger campuses. During finals week at the largest campuses in the United States, we will have buy one-get one free promotions. College students spend more time online than watching television.
Products or Services
The soda, specialty-coffee and energy drink market is growing bland with the same old choices. It is now time for LIFT to bring those bored consumers into the fold.
LIFT Water is clear; it looks and tastes just like regular bottled water.
Projected Outcomes
Once LIFT is embraced by the college student market, we will expand marketing to the working world as well, growing our market share and profits. As demand increases, LIFT Water Inc. will open additional production facilities.
Company Description
LIFT Water Inc. is the brainchild of Linda Gulley, created in 2007 to bring the unique benefits of caffeinated bottled water to a thirsty, drowsy world. LIFT water provides one of natureÐŽ¦s most fundamental elements with the added boost of caffeine; the same amount found in a regular cup of coffee. The Company will premiere its LIFT water at locations in and around The Ohio State UniversityÐŽ¦s main campus in Columbus, Ohio.
A socially responsible production facility will be operated and maintained in Columbus, Ohio. LIFT Water Inc. will lease factory space until such time as purchase of the facility is deemed fiscally responsible. Employees will be provided with a generous wage and benefits package to include a stock purchase plan as well as profit-sharing incentives designed to promote company loyalty and high employee morale.
Strategic Focus
Mission/Vision
LIFT Water Inc. is committed to producing high-quality, yet affordable products to consumers and providing a safe and comfortable working environment for its employees. We will reward our shareholders trust by responsibly balancing market expansion while maximizing profitability.
Goals
Non-financial:
Provide the highest-quality beverage possible at a competitive price
Promote social responsibility; recycle scrap water bottles and use recycled plastic in the production of our bottles
We will create and maintain a factory that minimizes waste and negative environmental impact
Grow steady market share to 15% over five years
Promote a socially responsible image to college students
Enter 5 new markets every year for five years
Achieve national distribution in three convenience store chains within five years
Financial:
Create a profitable enterprise to benefit shareholders
Launch product and sell 300,000 units per year the first year of production
Increase sales by 20% each year for five years
Implement advertising campaign to enhance consumer awareness to fuel expansion of our market share and production lines
Maintain a wage 25% higher than competitors for our employees
Provide a comprehensive and competitive benefits package
In the second year of existence, commence advertising beyond the college market and add working adults to the target market.
Have a public stock offering by the end of 2008
Environmental